netroots - social media research 101

Social media intelligence can enhance your campaigns

Netroots

Why? What? How?

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CELEBRITY ENDORSEMENT

Authenticity

Activating fanbase

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LAUNCHING A FILM

68%

CHANGING BEHAVIOUR

Sidestepping sarcasm

Using peer pressure

WHAT?

Inform strategy

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INFORM STRATEGY

Understand the audience

What tools are best?What do they expect?How can they help?

Understand the campaign

What are reasonable expectations?Who are the key stakeholders?Are you on track?

CHECK TACTICS

Understand the audience

Which messages work best?What are the opportunities?How can you enhance their experience?

Understand the campaign

Is bigger necessarily better?What isn’t working?Is offline activity working online?Are you on track?

EVALUATE

Understand the audience

Where next?Can we tap wider audiences?Can we build a relationship?

Understand the campaign

What lessons can be learnt?Did partners get what they wanted?How was brand perception affected?

HOW?

Inform strategy

Check tacticsEvaluate

THE TOOLS

http://api.facebook.com/restserver.php?method=links.getStats&urls=

site:twitter.com intitle:”on twitter” “bio* *NHS” “location london”

THE QUESTIONS

Where?

How many?

InterestsWho?

When?

Strategy

Messages

Content type

Sentiment

Audience

Tactics Evaluation

Share of voice

Penetration

Engagement

Actions

Unprompted

TIPS

Measure what you can influence

Computers don’t understand sentiment

Develop hypotheses, test ideas

Don’t be wrong for long

@Trufflenet@mcaino07764 747858

CONTACT DETAILS

For a chat . . .