Monitoring Trends on social media: Twitter, Blogs, and Google Insights
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The document discusses trends in online behavior, particularly through social media and search data analysis, emphasizing the importance of monitoring discussions around brands and competitors. It outlines tools for tracking Twitter, blog, and Google search trends to inform marketing strategies and decision-making. Examples are provided, including the analysis of Chrysler's advertising impact and insights on consumer behavior during different times of the year.
Monitoring Trends on social media: Twitter, Blogs, and Google Insights
- 1. Trends in Online Behavior Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
- 2. Review: How do they monitor? 2 popular ways: Monitoring the “real time web” Exploring “trends” on the social web Today’s Focus
- 3. 2: Social Data Trends
- 4. Trending Data on an issue, subject or event over a period of time uncover trends, or patterns of behavior These trends can inform decision making
- 5. Uses Some include: Compare and contrast performance of different keywords. E.g., brand names Segment search data by geographic regions (country, state, city). Identify search keywords that are most important in any industry
- 6. Sort of things to track Key players Competitors Mentions of our brands, products, etc. Industry news keywords
- 7. 3 Types of Tools Twitter Trends Search Trends Blog Trends
- 8. 1) Twitter Trends There are many, but 1 I like is: Archivist Url: http://archivist.visitmix.com/ We’ve explored this before!
- 10. Example Scenario You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement You want to know how the twittersphere is reacting. Why? You know many people go to Twitter to share info & ideas. So, you can get an easy, free sense of how many people are talking about your brand.
- 11. Tweets with “Chrysler” on/after 2-6-11 Superbowl
- 12. Months later…. Chrysler less talked about on Twitter than Ford May 17, 2011: Searched Trendistic: “Chrysler, Ford”
- 13. 2) Blog Trends Similar to Twitter trends, except: Allow us to see most popular topics people are blogging about Why valuable? Bloggers are influential, convo starters.
- 14. Icerocket (blog) URL: http://trend.icerocket.com What is it: Set of tools for blogosphere data Use: A few. But 1 is seeing trends in blogs over time. Click keyterms to see blog posts from a point in time
- 15. Example Buzz on blogosphere when Microsoft acquired Skype
- 16. Example Client Search for Chrysler, Ford, Dodge (owned by Chrysler) Note in Feb Chrysler spiked but trailed off while Ford remains strong
- 17. 3) Search Trends Google Search Insights Tracks Google.com searches (only) Url: http://www.google.com/insights/search
- 18. Example Scenario #1 Scenario: Your want to demonstrate your Chrysler ad campaign is generating buzz. Notice a spike on Google searches
- 19. Example Scenario #2 Seasonability When is the best time to launch a campaign? “Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers
- 20. Example Scenario #3 You want to know what product features people search for the most, when they look for a smart phone. You’ve created a product to rival the iPhone and want to see if you’re gaining traction
- 22. Tonigh! Go to the following link: http://bit.ly/FSM_LabTrends Read through material, do tasks Watch videos (please watch individually w/ your earphones on) This material will prepare you for Participation #4 When ready, goto Sakai to download Participation 4 – Trends Quiz Turn in next class. #4 is graded based on % correct.