Published on May 21, 2013
Identifying Opportunities in SocialBirdSong: Social Media Reconnaissance@BirdSongDTT@Jamieriddell
What is BirdSong?• Social Media Insights on demand• Identify key metrics of presence for any brand on Twitter& Facebook
Background• Never before has there been so much ‘open’ data onhow brands are ‘doing’ their marketing• The trick is to pinpoint what you want to know, then findthe right tool to show you• By focusing on what your competitors are doing, or notdoing will give you some great insights to improve yourown work
Basic Data• Followers and Following stats are standard and easilyavailable• Here are Russia’s 3 mobile ‘phone giants
Brand + Network Data
MINING THE INSIGHTS FORACTIONABLE DATA
Focusing on Actions first, mentions laterOf all Twitter users sayNOTHINGHow do you measure the sentiment on that?By focusing on actions first, and mentions later, we can have a betterpicture of whats’ going on
Want to know when your competitor is active?Time of Day
Want to know when your competitor is active?Day of Week
The biggest day for online fashion shopping?
Could Sunday night be a competitiveopportunity?
Want to know more about yoursocial audience?We can identify basic gender from first names
Identify audience interest with follower overlapPeople interested in flights to Israel
Using Follower Overlaps• By understanding the correlation between two accountswe can start to identify a potential audience forengagement• E.g. Following Netaporter AND Chanel will show peoplewith an interest in fashion + shopping, not just fashion
How do they describe themselves?
Identifying Engaging Content
Identifying the ‘Value’ of popular contentData provided from Bit.ly
What are the accounts saying?
Real World RelevanceBirdSong White Paper
A crisis = Follower growthNo other bank saw growth
The social presence did not match offline
The bank was slow to reactIt took until the 26th June for the bank to start actively engaging with their audience. This was afterthe weekend of 23/24 June when the bank posted automated tweets with links to online help, at atime when branches were open and NatWest advisors were working.Crisis
A missed opportunity for the competition
Tieing it all together• With BirdSong we can identify who is sharing what withwhom, when and what the result is• From there you can build an informed social strategy orcreate the base to add on additional elements likeinfluence profiles or sentiment analysis
These insights and many moreare available atwww.birdsongdtt.comOn demand reportingFree trial
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