Social Data

Analysing

Presented by: Andrew Jude Rajanathan | Nov 2013

Case Study I

1

2

3

4 Concluding Thoughts

Case Study II

Contents

Why Does Social Data Matter?

Why does Social Data

Matter?

These platforms have created a myriad of social data. The data has created an

enormous opportunity for brands to achieve their goals.

So, social data comes from…

PaidInternet

Advertising

PPC – Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

Paid OwnedSocial Media

(Pages and Feeds)

Word of Mouth

User Forums

News, PR, Announcements

Blogger Relationships

Internet Advertising

PPC – Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

Paid Owned EarnedBrand and Product

Websites

Mobile Brand and Product Websites

Proprietary Mobile Applications

Customer Care Services

Proprietary Blogs

Internet Advertising

PPC – Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

Social Media (Pages and Feeds)

Word of Mouth

User Forums

News, PR, Announcements

Blogger Relationships

But social data is still notclearly understood…

Thankfully there is a universe of third party tools that can help

us understand all this social data

Case Study IManaging a

brand in real time

Rajasthan Royals – The current situation

FOLLOWERS 172,856

FOLLOWING 332

SENTIMENT 80/100*50+ = positive

TWEETS 15,528

*Topsy Sentiment Score – First 180 days (2013)STRATEGYObjectives

• Build the largest follower base out of all the IPL cricket teams on Twitter

• Identify and engage brand advocates to lead supporters communities

• Manage the brand in a real time

Approach• 5-10 daily posts including media (video, photo,

sound)

Call to Action• Encourage users to Retweet your content• Use clear language to tell users what you’d like them to

do

RECOMMENDATION: Use Media in Tweets to drive more engagement.

League Table – Where do the Rajasthan Royals Stand?

Pune Warrior India

Sunrisers Hyderbad

Kings XI Punjab

Delhi Daredevils

Rajasthan Royals

Royal Challenger Bangalore

Mumbai Indians

Kolkata Knightriders

Chennai Super Kings

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000

IPL 2013 Teams – Follower Base

The Rajasthan Royals have a strong follower base of 172,856. Overall the team sits right in the middle if we compare them to the other IPL teams on Twitter. This is a great opportunity for the team to think about creative ways to attract new followers and engage new and existing audience.

Brand Advocates – Who are your biggest influencers on Twitter?

The key influencers can be split into four groups:

1. Celebrities (Sports/Film/Entrepreneurs)

2. Fortune 500 companies

3. IPL & Individual IPL Team

4. Cricket Specific Twitter Accounts

Action: Target these groups to act as advocates for your brand!

Reach – How many people can I reach?

The Topsy reach estimator indicates the Rajasthan Royals have enormous reach in India (Population 1.2 billion). These means for them to grow their audience they have a large pool of potential followers to deliver a compelling and entertaining message to especially during cricket tournaments during the year.

16

Sentiment Analysis – How do users feel about The Rajasthan Royals?

The Topsy sentiment score for @rajasthanroyals was 80 for the first six months of 2013. This compares favorably to the average Topsy sentiment score of 69.6 for 2012. Overall sentiment towards the Rajasthan Royals is very positive with over 35,000 positive tweets sent by users on Twitter.

Case Study IIDriving

Downloads

Shane Warne – The current situation

Twitter Facebook

Mobile Game

YouTube

Goal: Leverage all of Shane Warne’s Assets to drive game downloads

100K 1.1M 18K

Twitter Mirror

The IPL and Twitter worked together to create the ♯TwitterMirror. This would help advertisers or IPL fans to ‘join the conversation’ and contribute to the discussions taking place on the platform.

Learnings:

✔ Simple Tweet Copy ✔ Real Time Images ✔ Branded Hashtags

Shane Warne Cricket – Using Twitter to drive downloads

ENGAGEMENTS

1290

SENTIMENT 61/100*50+ = positive

TWEETS 1650

FOLLOWERS 700

STRATEGY Objectives

• Promote downloads of the app• Embed into cricket community• Curate and manage game community

Approach• 7-10 posts per day• Mixing opinion, game and product specific tweets (1:1:1)

Call to Action• Download the app• Review the app (40 app store reviews prompted)• Give an opinion on the IPL or world cricket• Give feedback on the app

*Topsy Sentiment Score – First 180 days (2013)

Advertising StrategyDriving Users To A Space Where They Can Be Monetized

Case Study ICase Study: Chris Gayle Record Breaker

This Tweet informed users Chris Gayle broke nine records against Pune Warriors India! The Tweet was shared within 30 seconds of appearing on Live TV and generated 900+ Retweets and 200 Favorites.

RESULT: Campaign led to a 20% uplift in downloads

✔ Bold Headline Copy

✔ Record Breaking Event ✔ Timely & Visual Content

✔ Branded Hashtags

Case Study IICase Study: IPL Money Ball

This Tweet informed users that the Rajasthan Royals squad cost is less than one third of the Mumbai Indians. The Tweet generated 100+ Retweets and 24 Favorites and achieved 1,402x its normal reach.

RESULT: Campaign led to a 12% uplift in downloads

✔ Informative Statistic

✔ Timely ✔ Visual Content

✔ Branded Hashtags

Case Study IIReach

These Tweets reached 2.6M potential users on Twitter. The Tweet was sent out before yesterday’s match between the Rajasthan Royals and Mumbai Indians.

RESULT: Increased audience reach by 100% from previous week.

ConcludingThoughts

AnalysingSocial Data

Lets you measure:

Frequency Influence

ReachTraffic

ActivityConversations

SentimentTransactions

With a myriadof tools like:

AlexaCompeteComScoreQuantcast

Crimson Hexagon

TweetDeckTopsy

YouTube Insights

Social data helps you:

Increase EngagementEnhance Brand

Create Customer LoyaltyAnd can help you

DRIVE REVENUE

“Social data should not be used just to make “big moves” on the chess board. It’s about the little moves made every day that eventually lead up to a major win.”- Jay Baer

Twitter.com/arajanathan

Thank You!

Facebook.com/andrew.rajanathan

Linkedin.com/in/andrewjude

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