Facebook topic data, valuable information that marketers and businesses can use to support their social strategies, has long been unrealistic. The ability to gain actionable insights from the entirety of the world’s largest social network has eluded companies due to limited openness of public data feeds. However, with the recent release of Facebook topic data – an aggregated and anonymous Facebook data feed – this is all changing. Marketers and businesses are now more eager than ever to find ways to use this rich and unique data source to gain insights that will help them make informed business decisions to give them a market and competitive advantage. At Sysomos, we’ve built our newest tool, Scout, to help you do just that. In this presentation we’ll take you through five practical use cases on how you can easily use Scout to analyze Facebook topic data to help you support your social strategies with deep and meaningful insights. We'll cover Scout use cases on: - Product development - Market research - Competitive analysis - Content marketing - Audience targeting

1. Unlocking Insights with
Facebook Topic Data
Practical use cases on how you can use
Sysomos Scout to analyze Facebook topic
data and boost your social strategy.
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2. Agenda
• Why Facebook data
• What is Facebook topic data
• What is Sysomos Scout
• Scout Use Cases
• Question Period

3. Why Facebook Data?
1B+
DAILY ACTIVE USERS
People spend 46 mins/day
on Facebook
SME BUSINESS
With active Facebook Pages
ACTIVE ADVERTISERS
$5.6B Q415 Ad Revenue
1.59 billion people
monthly active users
Demographics not available
via other sources
Data structured for
easy analysis
Content designed for
their friends
Source: Facebook Q4 2015 Earnings Report
40M+ 2M+

4. What is Topic Data?
Sysomos Scout captures insights drawn from millions of posts, reactions, comments, and shares across the entire
Facebook network – all in a way that keeps personal information private.
Topic Data is anonymous and aggregated content data about specific activities, events, brand names and other
subjects that people are sharing on Facebook.

5. What is Topic Data: Insights From a Network of 1.59 Billion People
WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATA
Analysis across public social data sources
6x
Source: DataSift, analysis includes Twitter, Tumblr, blogs, forums.
(Search done on an automotive brand)

6. • Facebook has historically been a black box
• Because of Facebook’s massive user base, combined
with highly accurate demographic data (birthday, geo,
etc.), brands now can understand their audience in new
ways
• A much more representative view of their social media
analysis
What is Topic Data: Additional Reporting Capabilities

7. Sysomos Scout: Facebook Topic Data Analysis Tool

8. 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 reshare
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)
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Sysomos Scout: What Targets are Available for Analysis?

9. Sysomos Scout: Scout Data Within the Facebook Ecosystem?
• Facebook Audience Insights
o Builds customized audiences for targeting
purposes
• Facebook Page Insights
o Gives a brand deep analytics on visits,
reach, posts, comments, shares to their
own brand pages
• Sysomos Scout can help to inform strategies for
BOTH of these Facebook tools
o Topic Data is a much more macro view of
Facebook conversations

10. Using Sysomos Scout
Beyond Basic Reporting
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11. Industry Audience Brand
Industry Benchmarking
Topic Analysis
Trend Monitoring
Content Discovery
Audience Discovery & Expansion
Audience Affinity Analysis
Targeted Campaign Development
Brand Management
Campaign Analysis
Competitive Benchmarking
Use Scout Across Your Business

12. Challenge
• Weight loss company needed to confirm their
target audience before running a campaign.
• Company assumed target audience was middle-
aged women.
Use Case: Audience Validation and Content Creation

13. Solution
• Researched engagement around their brand
and weight loss topics to surface:
o The demographics of the most engaged
audiences
o Uncover most popular topics being
associated with weight loss
Results
• After seeing the results, conversations about
weight loss was largely being lead by men.
• Repurposed marketing materials to be more
gender neutral and adjusted ad buys to reach
more men.
• Brand also learned that “yoga” and “hiking”
were popular topics
• Created marketing material highlighting these
activities to drive engagement and sales
Use Case: Audience Validation and Content Creation

14. Challenge
• Large media company wanted to increase ad
sales for their TV networks
Use Case: Ad Sales

15. Solution
• Researched audiences engaging with their
various networks and shows
• Compared interaction volumes and mentions of
other shows airing at the same time
Results
• Demographic metrics showed prospective brands
exactly what audiences they would reach by
advertising on specific networks and shows
• Increased ad sales by showing new opportunities
to existing advertisers and added new clients
based on these audience insights
• Also helped them understand audiences to target
their own marketing content
Use Case: Ad Sales

16. Use Case: Product Development
Challenge:
• An audio company was planning to release a new
version of their bluetooth speaker in hopes of
increasing sales.
• They needed to research engagement around their current
product
• The brand also wanted to identify the most important
and popular product features
• Wanted to use insights to inform product development

17. Use Case: Product Development
Solution:
• Studied competitive landscape to understand how their
engagement stacked up against competitors
• Analyzed the way consumers discussed specific
product features in their product vs. competitors
• Identified strengths and weaknesses in their product
• These audience insights helped the product
development teams prioritize features
Results:
• The new product addressed the most important
features their customers desired
• Highlighted new features in their marketing campaigns
• Continued to monitor conversations around their
product throughout the release to track sentiment or
engagement shifts.
• Ultimately contributed to sales success

18. Use Case: Reach your Audience in a Competitive Industry
Challenge:
• Leading sports drink company was faced with a new
market entrant and feared losing market share.
• Traditional alternatives for research were expensive and
time intensive.

19. Use Case: Reach your Audience in a Competitive Industry
Solution:
• Compared engagement rates across
demographic groups with more specific
product features (price, taste, etc.)
• Surfaced content and competitive
messaging
Results:
• Ability to repurpose and accurately target
content for increased engagement and cost
savings
• Helped inform Facebook advertising
strategies
• Identified a new demographic group they
didn’t know engaged with their brand
• Surfaced topics frequently mentioned with
their brand to inform content creation and
possible partnership opportunities

20. Use Case: Market Research
Challenge:
• A high-end hotel chain wanted to pursue a
partnership with an automotive brand to provide
rides to the hotel from the regional airport
• They wanted to understand what automotive
brands are most popular amongst their customer
base so they could come up with unique ways to
market to their audience and differentiate their
guest services

21. Use Case: Market Research
Solution:
• They researched the average profile of their
guests (men, business traveler, ages 30-50) to
surface the car brands these groups were
discussing most.
Results:
• The company learned that a luxury car brand
was the most popular vehicle and pursued a
partnership to:
o Create co-branded marketing efforts to
expand their reach to more of their target
customers
o Improve customer experience and retention
rates by offering complimentary car service
for their customers

22. Learn More
• If you’d like a demo of Scout please contact
your account team or visit sysomos.com/scout
and fill out the demo request form
• Feel free to contact us for follow up questions
o Facebook facebook.com/sysomos
o Twitter @sysomos
o Email community@sysomos.com
• Please visit sysomos.com/webinars to sign up
for our great webinar topics.

23. Thank You For Joining Us
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