We carry out a full audit across all of our your social media channels. During our social media audit we use a variety of tools to dive deep into your social presence, assess your social media performance, analyse your competitors’ activity and make recommendations for your social channels that align with your business objectives.

As part of your social media audit, we use social listening tools such as Brandwatch to see which social networks drive the most conversations about your brand, what sentiment is attached to these conversations, and which mentions have driven the most visibility. We also delve into your audience and industry demographics so you can learn who is having these conversations, what their interests are and what motivates them. These insights will then inform an audience-driven social strategy.

We also examine each of your individual social channels, looking critically at the type of content you post and what you can do to generate more engagement, grow your audience and drive more website traffic. We make technical recommendations for optimising your social channels for search engines as well as increasing the discoverability and reach of your content.

Our social audit looks at your key competitors too, benchmarking your performance against industry leaders and making recommendations on how you can out-perform them and gain an online share of voice. We’ll also examine their latest content and campaigns, offering insight as to how they’re engaging their audience and how you can use this in your own social campaigns.

Placeholder image for Brandwatch Vizia - this needs to be in a device

Social listening

When we conduct social listening for our clients, we use a variety of tools to monitor conversations that happen online, mainly on public social media channels, but also on news sites and blogs. 

Why is social listening important?

The purpose of social media listening is to find out what’s being said online about a particular brand, across a wider industry, or about a specific topic. Social media is said to be the ‘new word of mouth,’ and because every conversation is documented online, social media listening allows these conversations to be monitored and analyzed for marketing purposes.

Social listening can be as rudimentary as examining mentions of your brand, hashtag or keyword in a Twitter search, or as in-depth as using a specific tool to create Boolean queries looking for conversational patterns. Brands spend thousands of dollars each year conducting face-to-face focus groups and surveys - a bill which could be significantly reduced by introducing consumer intelligence in the form of social listening.

What can Jellyfish's social listening analysis bring to your campaign?

By tapping into online conversations about your brand or industry, you’re able to gather data-driven insight on anything from your products and services right through to thoughts about your competitors. What do people think of your product? What is their demographic? How influential are they? Are there any trends or patterns in the conversation? Using this consumer data you are able to make informed decisions that can greatly improve the success of your business.

For example, social listening can tell you the best times to talk about your product. Using social media data, a well-known TV channel targeting teenagers realized that the trends in the conversation around their brand varied differently from school time to vacation. Grasping this allowed them to make effective decisions about when to target their audience with online content for maximum effect.

We use Brandwatch as our social media monitoring tool of choice, as we believe it to be the market leader and the tool most capable and suited to our clients’ needs. Our team of experts spends hours every day poring over conversations so you don’t have to and is exceptionally well-versed in finding insight in the form of social media intelligence.

Persona development

When it comes to content, too many brands focus on what they want to share with their audience and don't stop to think about what their audience actually wants to see.

It's important to make sure that the content you’re creating or sharing is actually relevant to your audience. And to do this, you need to understand exactly who your audience is before deciding on your content and social strategies.

 

Persona or audience development can answer many important questions such as:

  • Who is your audience?
  • Where can you reach them/what channels do they use regularly?
  • What content do they engage with?
  • What are their needs/concerns?
  • How can your brand make their lives easier?

 

We use social listening, analysis and other third-party tools to identify these key audience personas for your brand to help you make better content decisions. Keep these personas in mind when you create any content - whether it's video, social updates or blog posts - and you'll shape an audience-led strategy that is focused on relevancy, not guesswork.

Continued persona development will also help you:

  • Create persona-targeted content that’s more likely to engage your target audience
  • Discover influencers who fit your personas and can help you reach others like them
  • Identify effective outreach strategies for each target group (once you know which websites and devices to focus your efforts on)
  • Share persona-targeted content to the right platforms and use advertising spend in the most effective way

Social media segmentation

Segmenting your target audiences enables you to appropriately and effectively target them through a range of different content and outreach strategies.

Once we've fully explored the landscape and understand where opportunity exists, we then segment the target audience to enable appropriate targeting. We start this process in partnership with you as you may want to explore who you feel your target audiences are, and who you wish to reach out to. After these discussions, we confirm the target groups and you agree to this initial segmentation.

Below is an example of our process using Nescafé Dolce Gusto coffee to illustrate how the research is undertaken and associated data collected. The process is supported using the Brandwatch Social Insights tool, Buzzsumo and the Search Metrics suite.

Example target consumers

Style-conscious 

An individual who is super-aware of new trends, fashions and design and is always in-the-know about new products. Wants to stay ahead.

 

House-proud 

An individual who wants the latest appliances and technologies for their home. Wants products their friends do not yet have.

 

Hipster/student 

An extrovert individual and social sharer interested in the latest fads and keeping up with their peers.

Where are the target consumers?

Once we've identified and agreed on the initial audience segments, we find out where those target consumers are online. We understand that each consumer group can be targeted on different online platforms with a range of content and outreach strategies.

By identifying and targeting these platforms we can gain backlinks from relevant domains, increasing appropriate referral traffic while raising brand awareness and earned media potential. We then start to create conversations with the identified audience types.

Here's where our example target consumers can be found:

Style-conscious – Design, lifestyle and product review sites

House-proud – Lifestyle, family and parenting sites

Hipsters – Alternative news and media outlets, quirky lifestyle and fashion sites

Once we have our starting audience segments and outlines of where those audiences are engaging, we need to confirm how the audiences are engaging with current content. And for this we need data.

Each consumer group is targeted through insights gained and behavior observed. We'll identify top socially-performing content on a range of key influencer sites in each niche to inform an effective content strategy. Below is some sample data of top-performing content with related social media platform behavior data.

 

Sentiment analysis

Sentiment analysis is the best measure of how a brand sits with an audience within a landscape using Natural Language Processing (NLP) and computerized logistics to identify the attitude of a speaker or tone of online content.

The purpose of the exercise is to determine the attitude and tone of people when they talk about your brand, competitors or industry. We live in a world where online opinions can count for more than brand messaging, and sentiment analysis allows you to identify negative mentions so that you can rectify them where appropriate. It also lets us look at who is engaging and how, and what the audience is saying about your competitors, surrounding events and more.

Why is sentiment analysis important?

Sentiment analysis can give you an overview of opinion on a wide variety of topics, and be used as social media intelligence to identify potential business issues. Identifying key detractors and dealing with them efficiently can be the difference between a storm in a teacup and a crisis that makes the national news.

If you take part in sentiment analysis and you discover that one of your competitors has received a high number of negative mentions on a particular subject, you can prepare your brand response in case the negativity affects you.

Identifying positive mentions can also help you nurture online advocates. Those talking positively online about your brand carry more weight than any content you could post yourself. By identifying and rewarding these users with engagement or exclusive content, you’re taking the next step to lifelong, loyal brand advocates.

Sentiment analysis with Jellyfish

Sentiment analysis has been used widely by many companies and organizations for years. It’s cited that the Obama administration even used it to gauge public opinion for the 2012 presidential election (source: Brandwatch).

We use a variety of tools, such as Brandwatch, to identify sentiment. However, because we know that machines can only be so accurate, we also ensure a human eye considers each and every mention. So we can identify cultural factors, slang and other sentiment-influencing factors that many tools are unable to spot, in order to provide you with a valuable and meticulous sentiment analysis.

We're also able to offer Social Media training for your in-house team if you want one of our experts to spend some time getting everybody up-to-speed. If you would like more information, our experts will be happy to help.

Read more about our Social Media training courses

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