social media analysis teaser. prepared for€¦ · our social media analysis tool enables us to...

Social Media Analysis Teaser. Prepared for:

January 2015

2(800)-678-3748 [email protected] www.DiscoveryResearchGroup.com

OVERVIEW

Our social media analysis tool enables us to monitor and analyze online conversations. This analysis allows us to understandthe unsolicited opinions of consumers, shoppers, and audiences expressed on social media. The results of this conversation analysis are turned into business strategy.

Our proprietary processes began in some of the largest U.S. Universities, have been applied to the consumer, B2B, and political sectors, and have been under development for over 25 years. Steeped in established text analytic and market research solutions, our processes will provide you with actionable focused insights.

This “teaser report” is an analysis of the conversation associated with the Just For Men hair coloring product from Combe. The analysis was conducted on 1,838 social media comments that were posted between February 1, 2014 and January 29, 2015 (12 months) and included the phrase “Just for Men,” and the words “hair,” and “gray” within the conversation.

As can be seen on the graph to the left, Twitter was the primary source of conversation, accounting for 79% of the social media conversation analyzed from the sources listed in the graph.

The first few slides in this report discuss the Just For Men brand, while the remaining slides show examples of the type of analysis found in our more in-depth full report.


TOPIC ANALYSIS – TOPIC WHEEL

The Topic Wheel is a tool that allows us to effectively assess the major topics and the associated sub-topics of the subject. Major topics are found on the inner circle with their related sub-topics on the outer circle.

Topics of discussion can change dramatically over time, so adjusting the time frame will often produce very different results, as interest in a topic rises and falls. This analysis is for the 12 month time period from February 2014 through January 2015

As can be seen on the topic wheel, there are four major topics (“gray hair” spelled differently counting as one topic).


TOPIC ANALYSIS – TOPIC WHEEL

Topic: Touch of Grey

Most conversations about Just For Men – Touch Of Gray focused on two general areas: 1) Someone commenting about their own need for the Touch of Gray product, and 2) Someone commenting about the need for someone else to use the Touch Of Gray product.

Example Tweets: “Just saw the last hobbit movie - Thorin would be an excellent mascot for Just for Men's Touch of Grey hair dye.”

“Is Danny Alves using Just for Men or Touch of Grey on his hair? I didn't think he was old enough to be greying in the hair...”

Topic: Women’s Hair

There were several posts comparing Just For Men to women’s hair color products. Some stating that women’s products are better, others that they wish women’s products took less time to work, like Just For Men.

Topic: Obama Needs Just for Men - This topic came from looking only at the past 30 days.

A number of tweets and re-tweets were made soon after President Obama’s recent State of the Union Address regarding the need for him to use Just For Men to take care of his graying hair:

Example Tweet: “Are you not allowed to dye your hair as president? Obama needs some Just for Men”

Topic: #4

This is just a sample of the type of analysis that is available. Each topic of interest is examined in detail in the format above in order to learn more about it and its relationship to the subject. Different dates and content sources are examined in order to focus in on the most viral social media topics.


SENTIMENT ANALYSIS OVER TIME

Viral tweet that Just For Men “only works so-so on cats.”

Tweets about President Obama needing Just For Men.

Unfavorable comments about John Travolta’s mess up of Indina Menzel’sname during the Academy Awards and his apparent over use of Just For Men.


TOPIC ANALYSIS – TOPIC WAVES

The remainder of this teaser report shows examples of some of the analysis available but does not discuss Genentech further. A typical full report digs into each subject of interest more extensively than in the examples shown in this teaser report.

Topic Wave AnalysisTopic Wave Analysis is similar to Sentiment Analysis Over Time, only that rather than looking at sentiment, Topic Wave Analysis identifies specific subjects that are increasing or decreasing in conversation.

Topic Waves Analysis enables the monitoring of topics and themes of social media conversations related to events, campaigns, brands, etc., and allows for the discovery of new topics as they emerge.


INTEREST ANALYSIS – AFFINITIES

AffinitiesUnderstanding who is engaged with your company or product, their likes and interests, and how the discussion changes over time, gives marketers the information they need to plan media and advertising to effectively reach target audiences.

Interest segments identifies topics of interest that are associated with the subject. In this example, ESPN, basketball, astrology, homework, and Hip Hop are some of the subjects that people who discuss Chipotle the restaurant on social media also talk about. Soccer, tablets, and video games are topics that are not discussed by people who talk about Chipotle using social media.


INTEREST ANALYSIS – CLUSTERS

ClustersOnce we have a good picture of the interests of the people talking about the product, company, or brand, we can drill down into these associated interests and learn more about them and what they want.

In this example, people posting about Chipotle who are also talking about homework tend to talk about Mom and Dad, and it looks like kids want parents to deliver Chipotle to school. The food chain might consider a promotion for parents who deliver Chipotle to school, making their kids happy.


DEMOGRAPHIC ANALYSIS

DemographicsGeographic Location maps provide information on the geographic source of tweets and posts either state-by-state or by country across the globe –depicting where the topic is most popular.

For Twitter analysis in the United States, we provide the gender breakdown of the conversation and how it shifts over time.


AUTHOR ANALYSIS – TWITTER

Author AnalysisAuthor Analysis allows for the identity of influencers in conversations and shows which authors post most frequently about the subject.

In addition, metrics, such as average posts per author, indicate whether the conversation is extensive or intensive.

Presented by:

Kevan Oswald

6975 Union Park Center, Ste. 150

Midvale, UT 84047

800.678.3748

[email protected]

www.DiscoveryResearchGroup.com

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