Facebook Topic Data With Sysomos Scout
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How can you analyze what people are sharing and engaging with on Facebook? Up until recently this was not possible, but now it is with Facebook Topic Data. In this presentation we'll cover what this means for the world of marketing (and doing business in general). We’ll also cover ways you can analyze Facebook Topic data – and turn it into actionable intelligence – through Sysomos Scout.
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Facebook Topic Data With Sysomos Scout
- 2. DataSift and Facebook Topic Data
- 4. What is Facebook Topic Data?
- 5. Marketers Are Making Big Investments in Facebook 1 BILLION+ DAILY ACTIVE USERS PEOPLE SPEND 46 MINS/DAY ON FACEBOOK (1) 50M+ SME BUSINESSES WITH ACTIVE FACEBOOK PAGES 2.5M+ ACTIVE ADVERTISERS $5.6B Q415 AD REVENUES GROWING 57% YoY Source: Facebook Q4 2015 Earnings Report (1) Facebook, Messenger, Instagram.
- 6. Don’t Settle for Partial Insights Without Facebook topic data you only get a glimpse of what is possible!
- 7. Topic Data Unlocks Unique Insights for Marketers DATASIFT + FACEBOOK Partnership FACEBOOK TOPIC DATA ENGAGEMENT ACROSS FACEBOOK
- 14. Facebook Topic Data Insights From Scout
- 16. What Targets Are Available for Analysis in Scout? Age Ranges: 18-24, 25-34, 35-44, 45-54, 55-64, 65+, unknown Author Type Fan page or user page Country Breakdown by country Gender Breakdown by gender Hashtags Find out what the top hashtags used are Interaction Type Story, comment, like, share, or re-share Links Top links shared around a topic Media Type Post, photo, share, link, video, or note Top Topics “Top Topics” and related topics (determined by Facebook) Sentiment Sentiment of posts (determined by Facebook) This different “Targets” are ways users can filter reports and can be “stacked together” like top links from women in the UK
- 17. So what can we do with this data?
- 18. Sysomos Scout Capabilities: Unlock Unique Insights Brand • Product Content • Links Industry • Topic Audience Brand Analytics Content & Media Analysis Industry & Topic Research Market Research to Inform Creative & CampaignsBrand Reputation Management Campaign Analysis Competitive Analysis Influential Media Analysis Topic Analysis Content Discovery Industry Benchmarking Topic-Specific Analysis Vertical Applications (e.g. TV) Creative & Campaign Design Audience Affinity Analysis Audience Discovery/Expansion
- 19. Sysomos Scout will support any use case that does not rely on the specific identity of the individual, including, but not limited to: • Market Research • Creative Content Optimization • Reputation Management • Share of Voice • Measuring Customer Satisfaction • Demand Forecasting • Risk Management • Resource Allocation Sysomos Scout data provides secondary support to use cases such as influencer identification and customer service by providing the big picture behind the individual-level interactions. …Across Your Organization BRAND HEALTH CUSTOMER EXPERIENCE MARKETING OPTIMIZATION OPERATIONAL EFFICIENCY REVENUE GENERATIONINNOVATION
- 20. Use Case: Content Validation • Weight loss company assumes target audience is middle-aged women • Turned to Scout to validate claim, learning engagement is being lead by men • Used this insight to retarget their campaign to appeal to both men and women
- 21. Use Case: Display Ads • Game developer is about to launch a new game • Using Sysomos Scout, they identify the sources (YouTube Blogs, etc.) being shared most often by their target demographic when interacting around a competitor • Use this information to sponsor the same channels with targeted influencers and display advertising to push the launch of the new game
Hinweis der Redaktion
- Human created data continues to accelerate as seen through the enormous growth in social networks such as Facebook, YouTube, Tumblr and others. However, gaining insights into this data is hugely challenging due to the unstructured nature of the data, the massive scale and speed at which the data is created and the fact that in many cases privacy regulation and terms of service often dictate how and when this data can be used and applied by businesses.
- And Facebook’s own numbers are showing the results. Facebook continues to out grow the competition off of an already massive base. The numbers here speak for themselves in terms of both the audience on Facebook as well as the breadth of sharing and spending taking place. According to a recent eMarketer report Facebook is now making up 65% of total social ad spend and is out growing the competition. If you are not taking Facebook into account you are missing the majority of how and what people are engaging with on social. There literally is no other place on the planet that is growing as quickly and is as high a priority for your customers.
- Pages and Ads APIs are built for specific purposes and do not give full picture.
- Facebook topic data gives full picture in privacy safe way
- So how does topic data stack-up against other API’s like Facebook Pages? Have a look at this comparison for an automotive brand over a 7 day period. While many “fans” and customers will interact with a brand page the vast majority of sharing and engagement is done via the news feed. If I am going to rave or rant about my car I am way more likely to simply share it with my friends then go to the vendor’s page and post directly to them.
- So how is Facebook different from other social networks in terms of finding and understanding your audience?
- Facebook topic data is a rich multi-dimensional data set containing 1,000s of ways to create insights and add value to the data. The dimensionality you see here on the slide plus numbers other data attributes enables new ways of not only analyzing brands, but understanding industries, competitors and baselines against the general public. With full visibility into hashtags, links and topics and the demographics of people engaging with them, building new verticalized products, automating trend detection, or any variety of other use cases provide endless new possibilities. We are confident that once you understand topic data and the programmable nature of our platform you will find ways to build new solutions never contemplated before.
- In order to provide insights into what people are sharing and engaging with across Facebook we have partnered with the Facebook team on an entirely new privacy-first approach. All of the findings and analysis from topic data happen on the individual posts, comments and shares inside Facebook, only aggregate results about demographics, location, links, hashtags and other standard and custom defined attributes are returned. This ensures user privacy is protected. As you can see we’ve taken great care to ensure the results are kept anonymous including: User Identity being removed before processing, keeping all detailed data inside Facebook’s data centers, ensuring only results that are over a minimum audience size are returned and only storing data for a defined period. All of this ensures we meet the high expectations of privacy from people on Facebook.
- The foundation of topic data is the underlying posts and engagements made on Facebook. When we aggregate the information we enable customers to gain insights into the audience engaging around the brand, industry, topic or event they define including drilling into the links, hashtags and topics they are sharing. Starting in October we will also enable you to see a sample of verbatim text from public posts to further help you validate your insights and filter criteria so you can have complete confidence in your findings.
- In order to deliver Facebook topic data we have innovated a platform that runs inside Facebook’s firewall and delivers results to you for analysis. This solution provides real-time updates every time you query the index so you can keep the analytics and analysis being run current for each one of your customers. 1 • FILTER Each customer defines their specific filter based on their criteria. 2 • CATEGORIZE Filtered data can be classified with customer-specific rules. 3 • INDEX Filtered and categorized data is indexed into a real-time analysis engine. 4 • QUERY The Index is sub-queried and further processed using CSDL against 60+ fields. 5 • ANALYZE & VISUALIZE Aggregated and anonymized data returned for developers to create applications, analysis and visualizations.
- Which brings us to Sysomos Scout, the product we have created to maximize the impact from this valuable data.
- Display ad and content validation What do people think of our campaign? Who is interacting most with my campaign? Is the creative resonating with my target audience? What other topics are being discussed along side my campaign?