Understanding consumer health choices Using social listening for impactful and strategic research PETER FAIRFAX SENIOR SOCIAL MEDIA ANALYST
Introducing Brandwatch Research Services Brandwatch the world s leading enterprise social intelligence company, allowing users to analyze and utilize conversations from across the social web. Research Services A team of specialised analysts dedicated to helping our clients turn social data into actionable insights. We re here to help you ask more interesting questions and do more innovative work with social listening.
Introducing social listening
WHAT IS SOCIAL LISTENING? SUGAR HEALTH CONCERNS Migraines 2% Alzheimer's 4% Liver damage 8% Teeth 8% Cancer 11% Heart diseases 20% Diabetes 25% Obesity/ weight 25% 0% 10% 20% 30% % HEALTH CONCERN MENTIONS
WHERE SOCIAL LISTENING FITS Quantitative Methods Social Listening Qualitative Methods SCALE DETAIL
Segmenting your data Sugar and health conversation Consumers Specific demographic groups Specific issues
Metrics I know about Questions it s possible to answer Actions I can take
Challenges in my business / role Questions I need to answer Actions I can take
The Nature of Social Data Social data is alive Social is unstructured listening data The consumer groups are self selecting
Social listening and consumer health choices Listen Understand Influence
Know your audience
Sugar substitutes
% MENTIONS % MENTIONS Example: Sugar substitutes 40% 30% 20% 10% 0% 100% 80% 60% 40% 20% 0% SUGAR SUBSTITITE THEMES 36% 33% 27% 4% Obesity Cancer Migraines Fertility CANCER BREAKDOWN 77% 23% Does cause cancer Doesn't cause cancer Twitter/ @faridagibbs RT @mercola #Splenda has been linked to cancer, and you should start swapping it out immediately. Facebook/ Mark Jason Bowles Aspartame is a main cause to bowel cancer. Twitter/ @ _TamaraWinter (41 retweets, 51 likes) Turns out aspartame doesn't actually cause cancer, classic fake news smithsonianmag.com/smart
SHARE OF AUTHORS Authors who use sugar substitutes 100% Female Male Against UK Benchmark 90% 80% 70% 60% 51% Creatives: -7% Marketers: -1% 50% 40% 30% 20% 10% 0% 49% Health professionals: +9% Scientists: +2% Sports trainers: +2%
Insights to actions
Focus on the positives, avoid/ address the negatives WHAT SHOULD YOU SAY/ NOT SAY? WHERE/ WHEN SHOULD YOU BE ACTIVE?
Whiskey drinkers The purpose: Understanding whiskey drinkers, on behalf of a spirit brand. This kind of analysis can be used to guide marketing and product development. Our approach: Analysed demographics and behaviour of whisky drinkers. The audience was also segmented into whisky enthusiasts vs. standard drinkers to spot any differences in personalities and habits.
SHARE OF MENTIONS The findings WAYS TO CONSUME Cocktail Linear (Cocktail) Neat Linear (Neat) LONG TERM TREND 60% Cocktail 43% 50% Neat 32% On the rocks 18% With water 7% 40% 30% 20% 10% 0%
Cocktail example mentions Twitter/ @GentlemanGrimm fancy a whisky cocktail after reading that! http://thewhiskypilgrim.blogspot.co.uk/ Twitter/ @ailana A day of bowls, whisky learning and cocktail making. Strong start to my week #lovescotch #diageodistilleries You're whiskey Forum/ ign.com We all know that your cocktail of choice is an Appletini. never going to live that one down. As for me, I like sours and long island iced teas the most
TOP INTERESTS GENDER 4% 4% 4% 15% Standard Enthusiasts 4% 8% 11% 42% 28% 10% 11% 57% 72% Food & Drinks Sports Music Books Family & Parenting Games Animals & Pets Fine arts Beauty/Health & Fitness
WHISKY ENTHUSIASTS STANDARD DRINKERS
Identifying influencers MOST FOLLOWED ACCOUNTS @rickygervais 11708682 @piersmorgan 5180217 @themichaelowen 3559271 @chrishoy 723431
And then what? Shape overall social strategy Create engaging content Tailor messaging Competitor benchmarking/ learn from competition Inform further research Improve products/ service Find collaborators/ influencers/ ambassadors
Questions? peterf@brandwatch.com