Circus Social decodes the social media chatter on streaming brands in India and deciphers demographic interest across various generations and gender in the latest article on Lockdown Streaming Action – COVID times!
With the rise in days of lockdown period, the discussions around video content consumption have increased over 22% compared to the pre-COVID days. Audiences have chosen to stay glued to various historical shows, mythological stories, comedy and drama throughout the period but are all the generations consuming the same content? What are the brands doing during COVID? How are netizens reacting during COVID? Get the full view in our latest infographic!
At the Singapore Budget 2020 speech on 18th February, Deputy Prime Minister and Finance Minister Heng Swee Keat announced a suite of new initiatives to address the economic challenges amidst the COVID-19 situation.
Using our digital intelligence software 20/Twenty, we took a deep dive and uncovered netizens’ thoughts about how the societal and economic landscape will be affected by the Singapore Budget 2020.
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.
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.
For more information on how Circus Social does analysis and real-time tracking, reach out to firstname.lastname@example.org.
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).
Popular Use Cases:
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.
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.
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.
Popular Use Cases:
Brand Health/Equity Tracking – Market Research can be the basis of qualitative social media data analysis.
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.
Popular Use Cases:
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.
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!
Circus Social is brimming with social intelligence. With a vibrant and vastly talented group of Data Engineers, Data Scientists, and Data Analysts on board – we live and breathe analytics.
More recently, our machine learning capabilities for the 20/Twenty platform have benefitted from a decentralized and distributed structure.
Our clients are often faced with a variety of marketing challenges – and we try to work hand-in-hand to find the most efficient way of tackling them. These could include finding solutions to ‘hard-problems‘ like real-time document clustering or- predicting a virality score for posts on social media.
There are also new challenges that occur with changing lifestyles and social media behavior like, automatically grouping similar videos uploaded by users based on different attributes including context, language and emotions where we have to tap in to specializations of both the science and the engineering teams have been only possible with the contribution of both the science and the engineering teams.
While our data science team has created magic with data, predictive and modeling techniques, our engineering team has helped maintain several terabytes of data and created effective machine learning pipelines.
The team’s latest project has been to develop and deploy a real-time document clustering functionality – allowing our clients to find viral content, identify trends and proactively react to crisis situations. The three main phases of this project are feature extraction and selection, document representation and clustering. After having experimented with a lot of clustering algorithms with speed and cluster quality as the primary metric for evaluation we settled for a hybrid approach that used both K-means and agglomerative hierarchical clustering. K-means, because of its run-time efficiency and agglomerative hierarchical clustering because of the cluster quality. While our initial motivation was to find similar conversations in a given geographical area, we have also started using it to recommend conversations and articles the user is most interested in.
At Circus Social, promoting the best ideas not only pampers our love for an open culture but also helps drive an innovative culture that constantly challenges the status quo. As a social media analytics company, we have developed a similar wavelength for Data Science.
From where it all began in the early days of social listening-, to today’s culmination of intelligence, data science & machine learning-, we are truly excited at the possibilities of what the future of 20/Twenty holds for us, our team and our clients.
Earlier today, our Co-Founder & COO, Prerna Pant, spoke at a webinar with Alison Ng (Regional Account Executive at Hootsuite APAC) and Meredith Wallace (Head of Social & Digital at M&C Saatchi). These three accomplished women discussed how to measure and prove the value of your investment in social.
If you missed it, don’t worry. Here’s a quick ten-pointer list of what was talked about!
What did we learn about Social ROI from the talk?
1. According to a dipstick survey, 66% of respondents currently do not measure Social ROI.
2. 42% of respondents are unsure how to go about measuring and proving Social ROI.
3. Measuring social ROI can help to make or save money, or mitigate risk. Or better yet, all three at once.
4. Use the 3-step framework for simplicity:
5. Not all Social ROI is created equal. Not every single metric like the number of followers could be important to you.
6. Proving Social ROI is not one-off, it changes day to day.
7. Be flexible! Change your approach based on results and insights as needed.
8. Customer-centric is not a buzzword, it’s integral to social and digital success.
9. Look at Social ROI from beyond a sales perspective, but as a way to find customer insights.
10. Always contextualize data. Half the battle is asking the right questions.
We hope that was a useful list!
If you have any other questions about Social ROI, don’t hesitate to tweet us @CircusSocial or leave a comment below.
As the Official Social Listening Partner, at Echelon Thailand 2017, Circus Social powered real-time event tracking and social monitoring at the 2 day conference at Bangkok – from the 15th to the 16th of May.
What did we get up to while we were there?
The Circus Command Centre
We showcased our platform, 20/Twenty and the powerful Circus Command Centre which allowed for effective real-time event tracking and the display of online mentions in the form of strong visuals to attendees. Our Circus Command Centre displayed the most used hashtags and buzzwords during the event as well as the most engaged-with posts. Posts with the Echelon event mentions would be showcased on the Command Centre Screens in real-time, informing viewers of the top trending content around the event – across Social & News.
With the help of 20/Twenty, we could actively track and monitor mentions of the event in real-time; what people were saying about various workshops, talks, and other start-ups, and how much engagement (likes, retweets, or shares) any post received.
Speaker Zone – COO & Founder Prerna Pant – Talk on Social Media Intelligence for Start-ups and SME’s
During the speaker session in the afternoon, our COO and Co-Founder, Prerna Pant, shared on how brands can use social media data beyond simply crisis management, event tracking and how social listening is crucial across various business verticals as well as business sizes – SME’s as well as larger corporates.
Aside from nipping potential PR crises in the bud, social listening allows brands to do more than just monitor media. They could also draw insights from existing social media data too.
Here’s a snippet from the talk: “Social listening lets you find additional and unexpected branding and content opportunities. You may get inspired by an industry piece, or find an angle from user-generated organic content that you hadn’t considered before.”
Launched a 14-day free trial of 20/Twenty – Our Next-Gen Social Listening & Monitoring solution
Echelon Thailand might be over but we all know that the social media cycle never stops. Circus Social is excited to share an exclusive offer that could help your business get a quick taste of real-time monitoring and see what social media intelligence can do for your business strategies whether it is to do with content development, product decisions, media spends or simply PR management.
CIRCUS SOCIAL IS COMING TO THIS YEAR’S MUCH ANTICIPATED ECHELON THAILAND 2017!
The Echelon Thailand 2017 conference is set to attract and engage over 1,500 industry leaders and professionals across Asia Pacific this year as well as feature a plethora of startups, investor groups, punctuated with power-packed events and exciting workshops.
This conference to be held over 2 days, the 15th and 16th of May, will see live speakers and professionals from across APAC, sharing their experiences, business stories, knowledge and insights into their businesses and key topics of interest.
Join us at Echelon Thailand and be a part of this amazing journey and hear about how social media listening can help grow your business! Register today and avail 30% off passes with our exclusive coupon code!
Prerna Pant, our Co-Founder and COO here at Circus Social, will be taking the stage at Echelon Thailand 2017! Voted one of Singapore’s top female entrepreneurs, she will share insights into how to utilize Social Intelligence and how digital analytics is shaping marketing strategy today!
Other Echelon Thailand 2017 Details:
Conference: May 15-16th, 2017 (C asean, Bangkok)
Cyber World Tower, 10th floor, 302 รัช ดา, Huai Khwang, Bangkok 10310, Thailand