how to get competitive social media insights without 'robin' the bank

How to get competitive social

insights without ‘Robin’ the bank

Jamie Riddell

BirdSong

www.birdsonganalytics.com

Jamie’s Background

• Co-Founder of Cheeze – one of the UK’s

leading independent digital marketing

agencies 1999 – 2009

• Advisor to the National Media Museum

• Writer for the Next Web & EADT 2010 –

2012

• Creator of BirdSong Social Media Analytics


Social Media Analytics

Analytics helps us understand more about our social media activity, how it is received and

where it can be improved.

Analytics can include Twitter & Facebook Analytics, Google Analytics, Buffer, Hootsuite

and much more


Your Analytics


The Challenge of looking

at your own data

• It can only tell you what you have done, and how well it worked

• It cannot tell you how you should do it

• It cannot tell you what the competitors did

Why would competitor’s

insights?

• Fast Track your own learning

• Identify gaps for exploiting

• Identify new relevant audiences to engage

with

Where to get free insights

• Plenty of content shared on Google, Pinterest, Twitter, Quora &

Slideshare.

• Use this as a starting point but not as your defining guide


The Challenge of looking at

industry/free data

Is Rush Hour a great time to engage?

Rush Hour East Anglian Style

What Insights do we need?

We believe success in Social Media comes from maximizing:

The Right Audience With The Right Message At the Right Time

The following insights have all been taken from BirdSong Analytics



The Right Audience

• Moving the question from “how many

followers” to “who is following”

• Such insights can help shape what you

share, when you share it and what the

expected outcome will be


The Right Audience?

Are your Twitter followers in your expected target?


How does your audience define

themselves?

As we’d expect most followers are interested in insurance

industry

Therefore, potentially the account is talking to its peers, not

its customers


Are they in the right location?

As a UK regulated

financial services

company, are

French followers of

value?


Can we define interests by follower

overlap?

Can we identify a potential audience by their interests in other

brands?


The Right Message

• The right message may be in line with

brand strategy

• It may want to engage, enrage, or amuse

• But it needs to stand out


Is it on brand/on message?

Is it engaging?

Facebook - Will it engage?(average FB engagement by update type)%

of a

ll update

s

What is proving interesting? (Adnams most popular Instagram pictures)

Is there a theme for popular

messages?

The Right Time

The best message is of no

value if it’s shared with the

right audience at the wrong

time

Best Time to Tweet?

• Analyzing your previous tweets could tell

you when to tweet, based on your activity

• This may be different to a time you’ve

never tried

• Measuring when your audience is most

active may identify new times to try


Axa’s best time to tweet

Based on follower’s activity, not on historic tweets

Note the followers are active well into the evening


Axa’s best day to tweet

Note the total lack of weekend presence



Best time to

Post

on

Facebook?


Download the Data to analyse yourself

• We can provide Follower exports for any Twitter account

• Downloads for the last 3,200 tweets

• All Facebook post data to .csv

• All Instagram post data

• For any account


Insights without ‘Robin’ the bank

• BirdSong provides on

demand insights for any

brand on Twitter, Facebook

& Instagram

• Reports start from £14.99* with no monthly

commitment

• Built in East Anglia, used around the world


*PLUS VAT


how to get competitive social media insights without 'robin' the bank

Data & Analytics

right messagethe right

right audiencemoving

right location

competitive social insights

following insights

competitors insights

twitter facebook analytics

right timethe best message