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Social Media Research
3Q Global www.3Q-Global.com +1 855-799-0003 1
Social Media Research presentation prepared by Discovery Research Group for 3Q Global & Combe
2(800)-678-3748 [email protected] www.DiscoveryResearchGroup.com
OVERVIEW
Our social media analysis tool enables us to monitor and analyze online conversations. This analysis allows us to understandthe unsolicited opinions of consumers, shoppers, and audiences expressed on social media. The results of this conversation analysis are turned into business strategy.
Our proprietary processes began in some of the largest U.S. Universities, have been applied to the consumer, B2B, and political sectors, and have been under development for over 25 years. Steeped in established text analytic and market research solutions, our processes will provide you with actionable focused insights.
This “teaser report” is an analysis of the conversation associated with the Just For Men hair coloring product from Combe. The analysis was conducted on 1,838 social media comments that were posted between February 1, 2014 and January 29, 2015 (12 months) and included the phrase “Just for Men,” and the words “hair,” and “gray” within the conversation.
As can be seen on the graph to the left, Twitter was the primary source of conversation, accounting for 79% of the social media conversation analyzed from the sources listed in the graph.
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TOPIC ANALYSIS – TOPIC WHEEL
The Topic Wheel is a tool that allows us to effectively assess the major topics and the associated sub-topics of the subject. Major topics are found on the inner circle with their related sub-topics on the outer circle.
Topics of discussion can change dramatically over time, so adjusting the time frame will often produce very different results, as interest in a topic rises and falls. This analysis is for the 12 month time period from February 2014 through January 2015
As can be seen on the topic wheel, there are four major topics (“gray hair” spelled differently counting as one topic).
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TOPIC ANALYSIS – TOPIC WHEEL
Topic: Touch of Grey
Most conversations about Just For Men – Touch Of Gray focused on two general areas: 1) Someone commenting about their own need for the Touch of Gray product, and 2) Someone commenting about the need for someone else to use the Touch Of Gray product.
Example Tweets: “Just saw the last hobbit movie - Thorin would be an excellent mascot for Just for Men's Touch of Grey hair dye.”
“Is Danny Alves using Just for Men or Touch of Grey on his hair? I didn't think he was old enough to be greying in the hair...”
Topic: Women’s Hair
There were several posts comparing Just For Men to women’s hair color products. Some stating that women’s products are better, others that they wish women’s products took less time to work, like Just For Men.
Topic: Obama Needs Just for Men - This topic came from looking only at the past 30 days.
A number of tweets and re-tweets were made soon after President Obama’s recent State of the Union Address regarding the need for him to use Just For Men to take care of his graying hair:
Example Tweet: “Are you not allowed to dye your hair as president? Obama needs some Just for Men”
Topic: #4
This is just a sample of the type of analysis that is available. Each topic of interest is examined in detail in the format above in order to learn more about it and its relationship to the subject. Different dates and content sources are examined in order to focus in on the most viral social media topics.
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SENTIMENT ANALYSIS OVER TIME
Viral tweet that Just For Men “only works so-so on cats.”
Tweets about President Obama needing Just For Men.
Unfavorable comments about John Travolta’s mess up of Indina Menzel’sname during the Academy Awards and his apparent over use of Just For Men.
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TOPIC ANALYSIS – TOPIC WAVES
Topic Wave AnalysisTopic Wave Analysis is similar to Sentiment Analysis Over Time, only that rather than looking at sentiment, Topic Wave Analysis identifies specific subjects that are increasing or decreasing in conversation.
Topic Waves Analysis enables the monitoring of topics and themes of social media conversations related to events, campaigns, brands, etc., and allows for the discovery of new topics as they emerge.
The graph to the right shows the rise and fall of a tweet for a $2 coupon for joining the Just for Men Insider Club (yellow). It’s also interesting to see the rise and fall of what is likely a promotion for Just For Men’s Brush in Color Gel for Moustache, Beard and Sideburns (blue).
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INTEREST ANALYSIS – AFFINITIES
AffinitiesUnderstanding who is engaged with your company or product, their likes and interests, and how the discussion changes over time, gives marketers the information they need to plan media and advertising to effectively reach target audiences.
Affinities identifies topics of interest that are associated with the subject. Topics in green and to the left are closely associated with Just For Men. Topics in blue and to the right are rarely mentioned is association with Just For Men. The farther to one side or the other, the closer the association. The larger the circle, the greater the total volume of conversation. Topics in the middle, are mentioned about as often as Just For Men.
For Just for Men, sports is clearly a subject that is of interest, especially football and NASCAR.
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INTEREST ANALYSIS – CLUSTERS
ClustersOnce we have a good picture of the interests of the people talking about the product, company, or brand, we can drill down into these associated interests and learn more about them and what they want.
In this example, words from social media tweets and posts about Just For Men are grouped by how frequently they occur close to each other in the same conversation. Larger words occur more frequently and smaller words less frequently.
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DEMOGRAPHIC ANALYSIS
DemographicsGeographic maps provide information on the geographic source of tweets and posts. This can be analyzed on a global, national, state, or city level. The results can be by total number (as seen on the map to the right) or per capita.
For Twitter analysis in the United States, the gender breakdown of conversation is analyzed. Surprisingly, Just For Men has a high percentage of posts from women. Likely due to the sharing of coupons for shopping, or the use of the product by women. Either way, it represents a market segment that should be explored further.
58%Male
42%Female
