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Replise was started in 2008, just a year after Twitter was launched We process over 12 million social media messages every day Daily, we monitor more than 800 million Tweets We speak English, French, German, Dutch, Spanish, Japanese, Chinese, Russian, Slovak, Czech, Romanian, Italian, Turkish, Arabic and many more. At Replise, we believe in social media. We draw business insights from social media using proven market research methodologies. We help our customers get the cutting edge intelligence they need to create their strategies and define their tactics. Replise was started in 2008, just a year after Twitter was launched, by a bunch of serial entrepreneurs who believed they could bridge the gap between technology and business. We focus on what we are best at: analysing social media and giving insights; so our customers can focus on what they are best at: their core business. The expertise of our research team, the flexibility of our social analytics platform and the breadth and depth of our data empower our customers. They can develop better products because we help them understand the needs and wants of their target audiences. They can keep ahead of their competitors and keep up with their industry’s cutting edge because we help them see what’s in the big picture and what is not. This is why we work with brands like Nike, Samsung and Nestle, and many communication agencies across Europe.
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SOCIAL MEDIA RESEARCH &
INTELLIGENCE
AT A GLANCE
Replise was started in 2008, just a year after Twitter was launched
We process over 12 million social media messages every day
Daily, we monitor more than 800 million Tweets
We speak English, French, German, Dutch, Spanish, Japanese, Chinese, Russian, Slovak, Czech, Romanian, Italian, Turkish, Arabic and many more.
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• Validity due to unperturbed data collection• Massive volume of consumer voices • No incentive, just the drive for expression • Anonymity is both empowering and limiting• Honest, no peer or social expectations
SOCIAL MEDIA ANALYSIS Improve your research and marketing
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Who?• Who are the social media users speaking?• Who are the influencers, protagonists, antagonists and stakeholders in the discourse?
What?• What are the topics and contexts discussions are about?• What are the structuring topic groups and their subtopics and content?• What is the consumers’ sentiment?
When?• When do users discuss an issue?• What frequency is a topic being discussed at?
Where?• What are the social media venues where certain discussions are lead?• What are the characteristics of key platforms or specific channels?
Why?• Why do users engage in specific conversations?• What is their motivation or objective to achieve via the discussion and how do they do it?QUESTIONS
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Focus group discussions• Anchored in the condensed production of
everyday practice and perceptions
Social Media Research• Intelligence drawn from the universe of user
generated and socially mediated discourse
Survey Research• Representatively measures points
of abstract understanding
Social Listening
Representativeness
Depth
PRODUCT STRUCTURE
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Standalone Research Products
Paint a comprehesive picture of the brand’s social media space
Analysis of buzz around a brand, its competitors and the users’ category conversations
Serves as the starting point to a social media strategy
Expose and explore the topics driving users’ conversations
Understanding the inter dynamics of discourse nodes and ranking thereof
Adds value to the strategy creation process and communication
Identify what content moves your target audience
Pinpoint issues, themes and engagment patterns of the selected segment
Provides the local content required to drive impact in social media presence
Evaluate the impact of compaigns by buzz and engagement metrics
Measure the impact of owned and earned social media channels in the discourse
Quantifies the impact of social media activity in terms of content and volume
Inspires new product development, ideal for creative workshops
Harvest new ideas, and alternative uses from social conversations
Search for white spaces and analysis of adjcent conversations for innovation
PRODUCT STRUCTURE
Explore Understand Target Measure Inspire
SOCIALSCAN
MINDRADAR
CONTENT FINDER
PERFORMANCE MONITOR
INSPIRATION HIGHWAY
Usage and Attitudes Tracking Product development
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Scan, gauge and evaluate the potential
SOCIALSCAN Content
FinderPerformance
MonitorInspiration Highway
Mind radar
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Benefits
SOCIALSCAN
”Scan, evaluate and gauge the potential of social media discourse”
Addressed questions• What does the discussion around your brand look like? What
the volume and structure, what is driving the spikes? What is the context and sentiment your brand discussed with?
• How do your top five competitors compare? What is their respective share of buzz?
• What is the size and distribution of the category discussion? To what extent are brands playing a role in consumer discussions?
Best use• Need an overview of social media exposure? Social Scan is
the starting point of a social media program• For agencies in need of support for a client communication
pitch• Provide baseline social media figures to initiate on-going
tracking
Qualitative
Quantitative
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Methodology
”Comprehensive social media metrics for your brands, competitors and consumers”
What it contains• Comprehensive social media metrics: volume, buzz, trend,
channel distribution and spike analysis. Brand context and sentiment analysis.
• Competitor comparison via share of buzz and channel distribution.
• Consumer conversation analysis via semantic grid to measure volume, distribution and brand penetration.
• Based on one year worth of data. YTD from day of ordering.
Timing and pricing • Social Scan project usually is delivered within 3 working days • Pricing starts at 2000 EUR
Qualitative
Quantitative
SOCIALSCAN
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Case study
”Easy to use analysis of key social media metrics to situate the brand”
Creative agency pitch supportBackground
Creative agency wanted to pitch social media marketing services to a forest destroying machinery producer in Russia.
Objective
Create easily use analysis of the key social media metrics to situate the brand related conversations and overall presence in the discourse.
Result
Agency was able to demonstrate the need for the client to actively build a social media presence and utilize the discussions to foster deeper understanding of its users’ needs.
Qualitative
Quantitative
SOCIALSCAN
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Case study
”If only we had known…”
Industrial B2B clientBackground
Prior a decision to engage in social media, an international leading manufacturer of heat pumps and air conditioning systems wanted to explore the relevance of social media for it’s marketing and sales objectives.
Objective
Follow conversation of a little discussed, but complex b2b product; looking at the brand, competitors and players in the distribution chain.
Result
Client was able to determine the most beneficial role social media can play in its market engagement approach. Social media monitoring was implemented to track customer and distributor feedback as well as observe competitor activity.
Qualitative
Quantitative
SOCIALSCAN
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Mapping the conversation landscape
MINDRADARSocial
ScanContent Finder
Performance Monitor
Inspiration Highway
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Benefits
MINDRADAR
Qualitative
Quantitative
”Mapping and understanding the conversation landscape”
Addressed questions• What do people say about sociatal themes or a product
category?• What are the issues, the range of opinions and how are these
topics clustered in social media. • Which of the topic groups are the important talk drivers of the
social media conversation?
Best use• Insight for strategy: situating the brand essence in the actual
consumer discourse. • Support for communication design: leveraging the
conversation nodes to boost own message.• Augment traditional research methods: fill the blank space
left between focus groups and survey research.
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Methodology
MINDRADAR
Qualitative
Quantitative
”Taking a deep dive into consumers’ self-expression”
What it contains• Naïve reading of consumer/category level discussions• Identification of topic groups, analysis of their emotional charge,
rational context and affiliated moment of consumption or communication
• Collage of topic group opinion and issue composition, exposing the inner dynamics and contradictions
• Ranking of topic group based on the coding of a statistically valid sample
Timing and pricing • Mind Radar project usually is delivered within 6 working days • Pricing starts at 3500 EUR
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Case study
MINDRADAR
Qualitative
Quantitative
”Understand the discourse nodes of the social media landscape”
Chocolate Market Background
Domestic chocolate manufacturer would like to reposition its flagship brand. A wave of qualitative research was conducted and used to rework the brand essence. The client wanted to know, if the envisaged position is relevant to chocolate consumers.
Objective
Map discourse landscape, identify topic groups, understand their inner opinion spectrum composition and rank them according to volume of discussion.
Result
Social listening mirrored findings of qualitative phase, but was able to add more facets to the discussion. Client validated previous findings via social and re-used research output to brief communication agency.
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Case study
MINDRADAR
Qualitative
Quantitative
”Mapping the landscape: discover what people mean by what they say”
The Rich Background
Local edition of Forbes 100 richest people would like to include a perception analysis of the rich in it’s publication.
Objective
Understand what people think about the rich. What is their overall opinion and what aspects of affluence do they discuss? What are the associated accessories, behaviors, and imagined origins of wealth?
Result
Mapping and in-depth analysis of social media voices resulting in a multi-page special report
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Relevant brand communication
SocialScan
CONTENT FINDER Performance
MonitorInspiration Highway
Mind radar
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Benefits
CONTENTFINDER
”Identify what content is relevant for your brand communication with your target groups”
Addressed questions• Who are the user and their roles speaking on the topic?• What are the topics and issues that are at the core of users’
discussions and could be brand relevant? What are the differences per demographics and target group segmentation?
• When and where are discussions conducted?• How are competitors engaging with the community?
Best use• Rolling out social media presence in multiple markets• Brand has a social media strategy and is in need of locally
relevant content
Qualitative
Quantitative
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Methodology
CONTENTFINDER
”Mission-critical insights that draw on in-depth qualitative and quantitative research”
What it contains• Traffic (brand, competitor and consumer space)• Consumer space analysis • User segmentation and demographics (if topic allows) • Topic group analysis and sizing • Identification of influencers and ambassadors• Brand assets (own and competitors’)
Timing and pricing • Content Finder project usually is delivered within 8 working days • Pricing starts at 4000 EUR
Qualitative
Quantitative
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Case study
CONTENTFINDER
”Know the movers and the shakers, the doers and the thinkers”
Sports ApparelBackground
Agency worked with top 3 global sports apparel manufacturer to identify consumer behaviours, talk-drivers and influential social figures to launch campaign
Objective
Consumer behaviour is closely mapped in social media. People talk a lot about running and their discourse clearly signifies disparate patterns of behaviours and preferences
Result
Communication agency successfully launched social engagement campaign and engaged influencers to act as brand advocate in the social space
Qualitative
Quantitative
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Case study
CONTENTFINDER
”Reverse engineer the situations when your product is consumed”
Home improvement Background
International domestic paint manufacturer planned to launch its Facebook page and looked to existing content for inspiration.
Objective
Define digital marketing and content strategy based on existing consumer needs and behaviours to increase brand awareness, educate the market and position the brand as the goto-expert in its field.
Result
The company launched a successful fan page that offers helpful advice for everyday situations when decoration and painting is a must.
Qualitative
Quantitative
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Measuring success
SocialScan
PERFORMANCE MONITOR Inspiration
HighwayMind radar
Content Finder
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Benefits
PERFORMANCEMONITOR
”Buzz, buzz, buzz… I wonder. Does it engage?”
Addressed questions• How has your brand communication activity performed in terms
of share of buzz, engagement, tonality and contextual relevance versus your competitors in owned and earned social media assets.
• What works, what does not – what is the social media impact of your activity?
Best use• Independently evaluate the impact of your marketing
campaigns is the social media space. • Understand which elements, messages have gained most
traction or where there is room for improvement.• When using or creating benchmarks to measure ROI.• How do the brand perform in social media? • Benchmarking performance
Qualitative
Quantitative
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Methodology
PERFORMANCEMONITOR
”Volume trends and share of buzz often explain the unknown elements in revenue stats”
How it works• Traffic (brand and competitors)• Campaign performance metrics • Brand and competitor topic exposure analysis• Brand asset and engagement analysis • Custom KPI measurements
Timing and pricing • Performance Monitor project usually is delivered within 8
working days • Pricing starts at 4000 EUR
Qualitative
Quantitative
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Case study
PERFORMANCEMONITOR
”User interactions, attitudes, emotions, drivers and inhibitors - priceless”
Rebranding: new sloganBackground
Independently evaluate the impact of their marketing campaigns is the social media space and understand which elements, messages have gained most traction or where there is room for improvement. They also looked to benchmark performance
Objective
Car manufacturer wanted to evaluate the traction of a branding campaign introducing a new Brand slogan by actively engaging in with consumers via a campaign microsite, Facebook, twitter.
Result
User reactions were measured and segmented by their attitude towards the campaign, reaching from affirmation to skepticism and rejection. The reasons and motivations behind the reactions were analyzed to inform further development of the campaign.
Qualitative
Quantitative
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Strategic decisions: better informed
SocialScan
INSPIRATION HIGHWAYMind
radarContent Finder
Performance Monitor
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Benefits
INSPIRATIONHIGHWAY
”Identify new trends, white spaces and communication opportunities on the market…before your competitors”
Addressed questions• What are unorthodox uses of your product? Are consumers
perceiving in fringe or alternative ways that could inform your innovation life cycle?
• Are there white spaces in adjacent categories that could provide room to expand your brand?
Best use• New product development• Relaunch or rejuvenation of your brand• Global communications strategy
Qualitative
Quantitative
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Methodology
INSPIRATIONHIGHWAY
”Knowing the unknown is what makes this cutting edge”
How it works• Building on an in-depth Mind Radar study, the research ventures
into exploration of minority and unique voices• Exploring white spaces that are adjacent to the category
discussion, measuring the current interpenetration and providing a qualitative understanding of the bridge at the given time
Timing and pricing • Inspiration Highway project usually is delivered within 15
working days • Pricing starts at 10,000 EUR
Qualitative
Quantitative
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Case study
INSPIRATIONHIGHWAY
”Million dollar insights that are far from trivial”
Market white spaces Background
Chocolate manufacturer would like to increase volume and connect product with new lifestyle areas.
Objective
Understand the areas chocolate could become a more important part of.
Indicate areas where very limited number of early adopters have made in roads, but are largely ignored by mainstream
Result
Social media scanning allowed us to demonstrate and measure the current availability of white spaces, where the category could expand to
Qualitative
Quantitative
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Optional add-ons
Seasonality Traffic Brand analysis Campaign performance Engagement
Influencers Consumer space analysis Polarity Demographics Brand Touchpoints
Brand Value Narrative Brand asset Competitor analysis White Space Scanning User segmentation
Ambassadors Talk drivers SEO/SEM Keyword Check Path to purchase Best practice insights
PRODUCTSTRUCTURE
Explore Understand Target Measure Inspire
SOCIALSCAN
MINDRADAR
CONTENT FINDER
PERFORMANCE MONITOR
INSPIRATION HIGHWAY
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More information
ADDITIONALMODULES
”And you haven’t seen the full depth these analyses can go into”
Ask for moreWe can provide you with even deeper analysis and more insight. Talk to our head of research for details:
SOCIALMEDIA
RESEARCH
About Replise
At Replise, we believe in social media. We draw business insights from social media using proven market research methodologies. We help our customers get the cutting edge intelligence they need to create their strategies and define their tactics. Replise was started in 2008, just a year after Twitter was launched, by a bunch of serial entrepreneurs who believed they could bridge the gap between technology and business. We focus on what we are best at: analysing social media and giving insights; so our customers can focus on what they are best at: their core business. The expertise of our research team, the flexibility of our social analytics platform and the breadth and depth of our data empower our customers. They can develop better products because we help them understand the needs and wants of their target audiences. They can keep ahead of their competitors and keep up with their industry’s cutting edge because we help them see what’s in the big picture and what is not. This is why we work with brands like Nike, Samsung and Nestle, and many communication agencies across Europe.
