Social Data Analytics: The Audience Your Brand Has vs the Audience It Wants

How social data insights can help position brands to their target audience

Who is the audience that engage with our brand’s social strategy?
How old are they?  Which country, region or city are they from?  What other interests do they have?
Marketers can use social data insights to help position their brand to their target audience.
A brand will always have an audience persona that it would like to have but is this audience actually the profile that the brand believes its marketing strategies resonate with?  In the modern data-driven world, audience research and marketing campaigns can be based on insights gleaned from social data as opposed to the traditional method of intuition and instinct.
And if indeed the desired persona and the actual one do not match, how does a brand or agency go about moving the brand image toward the group that they want to be engaging with it?
ted-baker-giffords
Ted Baker is a British clothing retailer considered by many to be at the high end of the high street which is often reflected by the tags in its clothes.  But who is the audience that engage with Ted’s social strategy?  Performing an analysis on the social data available we can begin to build a better understanding.
The audience that Ted has on social
Analysing the activity around the Ted Baker Twitter handle can provide more insight around who these users are – demographic and psychographic profile (what other interests they have).
A quick look at the most retweeted content over the last year highlights some initial differences between Ted’s social engagers and their competitors.
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The most engaged with content all revolves around entering competitions to win free prizes – not something typically associated with high-end fashion, while the content from competitors promote the brands’ apparel and any celebrity associations.
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So we can see that Ted Baker does receive higher engagement than these competitors but around different content.  The next question then is – can we use this data to learn more about the audiences that are engaging in the respective brands’ social strategies?
The affinities visualisation, below, places the data from the Ted Baker social engagers against the data of those who engaged with its competitors.  The further left an interest is, the more likely a user tagged with that interest is to engage in Ted Baker’s social strategy.  The further right, the higher is the propensity to engage with competitors.
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By clustering together the affinities that over index on both sides, the conclusion we can draw is that when the datasets are compared against each other, the social engagers of Ted represent more of a parent persona whereas for the competitors, affinities more associated with the high-end shopping persona over index.
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The analysis provides more insight around who the audience is that is retweeting Ted to win prizes and also mentioning the brand’s account in their posts.
Targeting a new audience for Ted on social
Now of course, this is completely down to the guys behind planning and implementing the Ted Baker brand strategy but for the purpose of this post let’s assume that this team is in fact us!
Let’s say that Ted Baker wants a bigger piece of the high-end shopper persona on social.  They want this persona to talk about them on social, read and share articles about them on social and of course engage with them on social.
How can we use social data to help us achieve these objectives?
The first step is to listen and gain a better understanding of the activity of this persona on social – what content are they sharing and talking about?  What are their common interests?  Which influencers are driving their conversations etc?
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As we have decided to to better understand the social user that, based on social data, exhibits these interests (Haute Couture, Luxury Goods, Vogue etc), we need to build an analysis that segments the audience and only focuses on these authors.
By creating a Custom Segment in the Crimson platform around this niche community of people, we can gather insight around their social activity.
A few insights gleaned from a 30 day analysis around the UK based audience were;

  • A Q&A Youtube video by PoppyD was the most shared video content
  • Telegraph articles from their fashion section were hugely popular like this one around Instagram fashion influencers
  • @FashionInsight was an influential author within the conversation.

Developments in social listening technology now allows brands to not only better understand the audience that is engaging with them but also provides actionable insights on how to move forward.  Brands can use this data to implement more accurate marketing strategies to position their brand in the market with an audience that they want.
  

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