immigration reform: keyword analysis
DESCRIPTION
Social data can teach you a lot about a topic, and help you form a marketing strategy. In this use case, we examined keywords around the topic of Immigration Reform. Take a look!TRANSCRIPT
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Immigration Reform
Leveraging Data to Inform Social Strategy
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2 © 2013 Simply Measured, Inc
Leveraging Data to Inform Social Strategy
Topic: Immigration Reform
Goal: Develop a Strategy to Significantly Impact the Immigration Reform Conversation
Process:1. Size the opportunity
- Identify #hashtags & keywords - Analyze Geographical Location- Identify Key Influencers
2. Compare the Groups Leading the Conversation3. Take Action
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Sizing the Conversation & Opportunity
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Comparing Conversations on Twitter
Keyword #1 - #immigrationreform
Keyword #2 – Immigration with filtering
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Top Influencers - Immigration with Filtering
Influencers Include News Sources and Prominent Politicians
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Top Influencers - #Immigrationreform
Influencers Include Activists and Foundations
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Influential Topics - Immigration with Filtering
Influential Topics Conflict, but are Undoubtedly Political
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Influential Topics - #Immigrationreform
Influential Topics Conflict, but are Undoubtedly Political
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Comparing Conversations on Twitter
- The #hashtag has 2x the Daily Volume- The Plain Text Keyword has 4x the Daily Impressions
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Immigration with Filtering
Key Political Leaders are not Using #hashtags!
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11 © 2013 Simply Measured, Inc
Geographic Data - Immigration with Filtering
Geographic Distribution Aligns with Assumptions
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12 © 2013 Simply Measured, Inc
Geographic Data - #Immigrationreform
There are Several Surprises in this Distribution
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13 © 2013 Simply Measured, Inc
Underlying Topics - #immigrationreform
Using a Conversation Driver Analysis, #Tntweeters Appears in 42% of all #immigrationreform Tweets
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14 © 2013 Simply Measured, Inc
Raw Data - #Immigrationreform
Raw Data Reveals 48% of Tweets Coming from TNTweeters as a Client (vs. Twitter for iphone or Hootsuite)
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15 © 2013 Simply Measured, Inc
Virtual March - #Immigrationreform
Tweets are all RTs, and they Originate from @proimmigrationr
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16 © 2013 Simply Measured, Inc
#tntweeters - #Immigrationreform
#TNTweeters Users Register and are Sent Emails with Links to Easily Tweet/Post
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17 © 2013 Simply Measured, Inc
Which Conversation is Best?
Participation in Both Conversations is Recommended, but if Ads are an option, opt for Immigration with Filtering
Immigration with Filtering #Immigrationreform
Pro Con Pro Con
Influencers participating
Keyword is not searchable
Keyword is searchable
Spam and noise
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Comparing Leading Organizations
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Identifying Leading Organizations
Top Tweeted Domains Identified Orgs Leading the Conversation
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20 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
FWD Leads in Engagement & Engagement as a % of Followers
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21 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
FWD Following is Larger but America’s Voice is Growing Faster
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22 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
FWD Uses @replies for Conversation
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23 © 2013 Simply Measured, Inc
America’s Voice vs. FWD.us
Content Types Differ, but Engaging Photos May Explain FWD’s Lead on Total Engagement
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Take Action
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25 © 2013 Simply Measured, Inc
Create a Content Plan & Calendar
1. Review & replicate top performing copy
2. Optimize content types based on Engagement Rates
3. Test and optimize optimal times/days to tweet
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26 © 2013 Simply Measured, Inc
Influencer Outreach
1. Identify top influencers participating in the conversation
2. Reach out by sharing content, engaging with their tweets
3. Offer involvement in campaign efforts
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27 © 2013 Simply Measured, Inc
Leverage Simply Measured to Target Twitter Ads
Twitter Ads Targeting
Promoted Accounts Promoted Tweets
Similar Users ✓ ✓
Interests/Keywords ✓ ✓
Locations ✓ ✓
Device Type NA ✓
✓ = Simply Measured can provide data to inform targeting parameter
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