Novel Coronavirus COVID-19 Update

Following the raise in DORSCON level from Yellow to Orange on 7th February 2020, netizens’ conversations and sentiments around COVID-19 (formerly known as Novel Coronavirus) have since evolved. As the number of confirmed cases continues to grow, more Singaporeans are voicing their concerns and fears across social media platforms.

Check out Circus Social’s COVID-19 update to get the latest insights into what Singaporeans have been discussing on social media.

Circus Social COVID-19 Update
Using 20/Twenty, Circus Social analyzed conversations in Singapore from 18th Jan – 5th Feb from Facebook, Instagram, Twiter, Blogs, Forums, Reddit, Q&A sites, Ratings and Reviews, News and many more sources to uncover sentiments around COVID-19

Highlights of The 2020 Oscars

The 92nd Academy Awards has once again wowed us with the glitz and glamor of international showbiz, and granted fans an insider’s look at the personalities behind their favourite characters.

Despite not getting an invitation to the Oscars this year, we used our digital intelligence software 20/Twenty to analyse Singaporean netizens’ conversations around the Oscars to uncover the night’s most memorable moments.

Circus Social's Oscars 2020 Highlights

For more information on how Circus Social does analysis and real-time tracking, reach out to sales@circussocial.com.

 

 

 

Circus Social’s Coronavirus Update

From the time we heard about the Coronavirus, mentions and discussions around the topic have been exponentially increasing – with many individuals sharing information, and fears & sentiments online.

As more cases continue to be discovered in Singapore, chatter has been growing on social media platforms and online forums. Circus Social used its cutting-edge digital intelligence software, 20/Twenty, to analyze what Singaporeans were saying about the virus and the key themes from the chatter.

Circus Social novel-Coronavirus Update
Using 20/Twenty, Circus Social analyzed conversations in Singapore from 18th Jan – 5th Feb from Facebook, Instagram, Twiter, Blogs, Forums, Reddit, Q&A sites, Ratings and Reviews, News and many more sources to uncover sentiments around the novel-Coronavirus.

 

For more information on how Circus Social does analysis and real-time tracking, reach out to sales@circussocial.com.

From TikTok To #10YearChallenge: Your Definitive Trendspotting Checklist

Tell me if this sounds familiar – you were mindlessly scrolling through the Facebook feed and just as you were about to start your internal struggle between “just a few more minutes” and “I need to start getting things done” –  a post catches your attention with its witty and relatable content that perks you up for that moment. To your surprise it was not a post by Jared (the meme lord you knew back in university) or some entertainment site, but rather it was a brand advertisement. Hold up, advertisements are now entertaining? Look how far we’ve come.

Most brands are now trying to rid the stigma of mainstream advertising and move into creatives that are interesting, trendy, and relatable. But with the ever changing internet ecosystem, we can never quite pinpoint what’s the next big thing – after all we are living in a world where an egg can garner more Instagram likes than Kylie Jenner. While these moments are hardly predictable, savvy marketers would quickly ride on these fleeting opportunities to engage with their brand followers. However this is easier said than done; most content creators we’ve spoken to struggle to differentiate a worthy trend from a fleeting fad will not stay relevant for long.

This is why Circus Social thinks it’s about time that content creators have a framework that they can rely on to gauge the worthiness of each of these trends – so that your brand is able to leverage on the organic buzz effectively.

Guide to help content creators effectively ride on trends that are in line with their brand's messaging.
Trendspotting Checklist

Get Your Social Media Highlights: #ICCCricketWorldCup

Here’s a quick look at all the buzz around the ICC Cricket World Cup!
We’ve have scoured through thousands of conversations to surface some cool social media highlights and insights on the tournament including the hypes, predictions, controversies and themes.

Read on below to get your bite of some social media analysis from our next-gen social intelligence platform, 20/Twenty.

Access the latest social media highlights on the ICC Cricket World Cup now with Circus Social's social media analysis snapshot!

Like what you see? There’s more where that came from!
For more information on social media insights and comprehensive topic/event tracking, contact info@circussocial.com or get in touch here.

Comprehensive Social Media Data from China With 20/Twenty – Weibo, WeChat, YouKu, Baidu, Bilibili & More

it Circus Social & 20/Twenty Bring Power To China Data Tracking

Get access to data from the world’s largest online audience – China with 20/Twenty.


With an online growth rate of more than 5% year-on-year, access to social media data from China is no longer a ‘nice-to-have’. It has become a necessity if you want the complete picture of consumers online.


China Data Growing Online Social Media Users
Current and Projected Online User Numbers In China (In Millions)

Image credits: statista.com

In 2018, there were 673.5 million unique social media users recorded in China. Despite Facebook, Twitter and Google being banned in the country, local social media powerhouses such as Tencent Weibo, WeChat and bilibili are innovative, growing rapidly and have surpassed the user numbers of many mainstream platforms. 

With 20/Twenty’s complete and robust tracking across all China platforms, you can stay on top of global conversations and trends.

China Data Platforms covered by Circus Social‘s 20/Twenty include, but are not limited to the following –

  • WeChat: More than just the Chinese Facebook
  • Sina Weibo: Twitter of China
  • Tencent QQ: Popular Instant Messaging App
  • Toudou Youku: Youtube of China
  • Baidu Tieba: A Search Engine Forum
  • Douban: Lifestyle Discussion Platform
  • Zhihu: The Quora of China
  • Meituan – Dianping: The Chinese Versions of Yelp
  • Momo: Tinder of China
  • Meitu: From the Creators of Meipai

20/Twenty Brings You Real-Time Access To China Platforms - Baidu, Youku, Tencent, Weixin, WeChat and so many more

  • Tom Ford & Chanel – Tapping Into the Newly Recognized & Growing Male Beauty Market in China


    Beauty and cosmetic top players such as Tom Ford and Chanel have aptly leveraged social media insights and social trends to build success around the sale of their products. They have achieved this by tapping into consumer needs identified through online conversations analysis, mining and subsequent research.

    Growing Social Trends Cosmetic Male Market In ChinaChina’s hottest lipstick influencer – Li Jiaqi, known as ‘Lipstick Brother’, says that the demand for male beauty is not being met.
    Image credits: jingdaily.com

    Tmall, China’s largest B2C e-commerce platform recently revealed that the growth rate for men buying beauty products is higher than among women (31% year-on-year growth versus 29%). The Chinese male beauty market continues to outperform those in other countries, with a projected growth of 15.2% over the next 5 years. Compared to a global average of 11%. According to Tmall, we are entering the Chinese ‘Male Beauty Era’. – jingdaily.com

    China - The Largest Male Cosmetics & Beauty Market & Fast GrowingTop 5 largest men’s products market
    Image Credits: Euromonitor (2018)

    With rapid economic growth and improvement in the quality of life and lifestyle across the country, the demand for lifestyle products, including luxury and cosmetics is growing. Such is the case with the newfound growing demand for cosmetics for males.
    Tom Ford with their concealer for men and Chanel’s Boy de Chanel cosmetic range have risen up to meet this new and fast-growing demand with insights from China social media data.

    The main channel that luxury brands are using to tap into these new audiences are KOLs (Key Opinion Leaders/influencers). As such, for this new audience segment of ‘young good looking men’ (known in Chinese as ‘little fresh meat’ 小鲜肉) in the male beauty segment, brands are and have successfully engaged influencers. These include online celebrities such as Fang Junping (an active fashion and cosmetics blogger), Frankie Han (Fashion blogger) etc. These are commonly partnered with, to boost brand presence and engagement with online Chinese audiences.

     

  • Montblanc – Leveraging Consumer Interests To Boost Product Relevance – Moon Phase
    Montblanc uncovered an insight from studying social conversations and integrated the concept of crystal gazing and the lunar cycle into its brand comms. Audience interest in the moon cycle inspired Montblanc to create a dynamic QR code incorporating different elements of the lunar cycle on WeChat. WeChat users would have to enter their gender and date of birth, which would then generate a depiction of how the users profile associated with the lunar cycle and their identities, connections, side interests and professions. This resulted in Montblanc achieving high levels of engagement and resonance with the Chinese audience for it’s newly launched product.


MontBlanc Leverages Insights From Social Media To Build Brand & Product Relevance
Image credits: jingdaily.com

Trusted by 105+ brands worldwide, we pride ourselves in delivering reliable and comprehensive social data for insights mining at your fingertips.

To learn more about how you can also leverage and get comprehensive access to social media China data today, get in touch with us here or write to us at info@circussocial.com.




Beyond Social Listening: Social Media Data + Other Data Sources = More Insightful Reports

If you’ve visited our blog before, you’ll know that there are several ways that social listening can be leveraged to understand consumer habits, set benchmarks, and track conversations. But did you know that it is also possible combine other data sources with social data to come up with more robust insights?

At Circus Social, we have been integrating various types of data in our reports for our clients. Read on to know how we do it!

 

#1: Integrating Social Data with Google Search Data

Social chatter is a good indicator that people are interested about a certain topic – but what about topics they don’t necessarily talk about on social media? In some cases, search data can be a stronger proof of interest than buzz volume.

Let’s say you want to discover the top skin care concerns in Singapore. Since it is an embarrassing topic, people may not necessarily talk about acne or psoriasis on Twitter or Instagram. But they are likely to search for solutions for these problems on more ‘private’ search platforms, like Google.

So in this case, search data can indicate interest, but social data can explain qualitatively why people are interested in that particular topic – for example, reasons why acne is a problem for them, products they use to manage their acne, and many explanations.

Search gives you a trigger, Social gives you the reason for the trigger.

So, where exactly can you access Google search data? Trends in Google search volumes are openly available in the Google Trends website. This site analyzes the popularity of search queries in Google across various locations and languages. You can also get search data from the Keyword Planner tool if you have a Google Adwords account. Compared with Google Trends, this tool provides more accurate search volumes (especially if you have a paying account).

More insightful reports - easily done by combining different data sources & social media!
More insightful reports – easily done by combining different data sources & social media!

Popular Use Cases:

  1. Trend Spotting/Tracking – Search data is especially useful for identifying trends because it allows people to search for topics even before they start talking about them and can help indicate when interest for a topic started. Then, social data can be used to look at specific conversation themes about these trends.
  2. Brand Health Tracking – Especially when looked at in comparison with competitors, search data can tell you where your brand stands, specifically in terms of awareness. Social data is a good reference for brand associations and you can also complement this data with related search terms, which can be found in both Google Trends and Adwords Keyword Planner.
  3. Campaign Tracking – Other than looking at increase in social conversations, it helps to see if your campaign had an impact on how much people have searched about your brand on Google.

 

#2: Using Social Data to Complement Traditional Research Data

We have a number of Market Research Agency partners and they usually ask us to look at social media data to dig deeper into traditional research tracker findings.

Traditional research is often not able to fully explain the ‘whys’ behind findings and numbers a lot of times. Once a study concludes, traditional researchers just need to work with the data that they have. If they have additional questions that need to be answered, they would need to start another study. This is where digital research comes in – because it is possible to pull historical data using social listening tools.

In one of the projects that we did, the Retail Audit and Brand Health Tracker Data showed that a client’s competitor brand had an increase in Market Share and Consumption, despite a decrease in advertising spends. Their Brand Equity score increased including all specific imagery statements (i.e. Love/Taste). What could have caused the increase of this score?

Working together with the Market Research Agency, we were able to identify specific periods when scores increased and looked at social conversations during these periods. After deep-diving into these conversations, we found out that consumers created a new demand occasion for the product which became popular in that country.

More insightful reports - easily done by combining different data sources & social media!
More insightful reports – easily done by combining different data sources & social media!

Popular Use Cases:

  1. Brand Health/Equity Tracking – Market Research can be the basis of qualitative social media data analysis.
  2. Supplementing Qualitative Research – For one of our clients, we found out that online review sites were influential sources of information that affected consumer purchase behavior. Through social listening, we were able to identify which particular websites consumers visited and Qualitative Research explained why people preferred these websites.

 

#3: Combining Social Data with Sales Data

If traditional research has not been done, social data can often explain movements in sales volumes and provides more in-depth insights. Just take note though, there may be a lag between when people talk or search about a product and when they actually purchase it. Hence, it is best to analyze these data points over longer durations to really see the correlations between them.

More insightful reports - easily done by combining different data sources & social media!
More insightful reports – easily done by combining different data sources & social media!

Popular Use Cases:

  1. Campaign Tracking – Ideally, campaigns that you launch should have an impact on sales. Aside from the usual metrics analyzed for post-campaign evaluation reports such as reach, impressions, volume of social conversations, social engagements, etc., you may also look at the correlations between these data points and sales data.
  2. Consumer Purchase Behavior Analysis – For some brands, they may notice that sales volumes peak and drop at certain months of the year. These may not necessarily be because of campaigns especially if they are not implemented on a regular basis. Reasons for seasonality in purchase trends can be uncovered by looking at social data alongside sales data.

 

By no means are these the only data sources that can be integrated with social data (you can also look at website traffic data, digital media performance metrics, among others). The key is to track as much data points as you can and organize your data so you can easily discover correlations whenever you need them.

You’ll never know how much value you can get from your data if you don’t try playing around with it!

Circus Social can help you look at your social, search, sales & many other forms of data to uncover deeper insights – just like how we have helped our clients make sense of theirs!