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The Social Media Intelligence Blog

Insights on social media intelligence, marketing, and consumer insight

The Social Media Intelligence Blog

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Tiffany Tran


Recent Posts

Learning banking behaviors through social media listening

By Tiffany Tran  •  December 20, 2016


Social media has changed the landscape of banking significantly within the last decade. This topic is obviously not something brand new to the industry.  It is safe to say that most of the industry understands what social media tools could potentially do for its business.

In general, what banks know about social media listening tools are typically true across the field. The banking industry can improve the way it detects and handles crisis'...

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Topics: social media listening, banking


How Brands Can Leverage Social Media Insights About Netflix

By Tiffany Tran  •  November 7, 2016


It has been nearly almost decade now since Netflix expanded its business into streaming media (2007). Since then, the company has exploded in growth by expanding quickly into Canada and now provides its services in over 190 countries.

The year 2013 was a special year. That was the year when Netflix entered into the film and television industry and released its first "Netflix Original" content, House of Cards.

Fast forward to today, Netflix now...

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Topics: social media intelligence, netflix, product placement


Using Social Media Reviews for Product Research and Development

By Tiffany Tran  •  September 28, 2016


Most brands in the CPG industry spend a considerable amount of money on product research and development (R&D). In 2014, Apple spent 3% ($1.7B) of its annual earnings in R&D.

If you are a start-up or a small business, chances are, you are going to be spending way more than 3% of your annual earnings on R&D. In 2008, the ‘Business R&D and Innovation Survey’ revealed that small companies (5 to 24 employees) spent at least 50% more than small...

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Topics: social media, social media research, product research


Using social media research to create great advertising campaigns

By Tiffany Tran  •  August 1, 2016


Infegy Atlas released a few new features recently and my favorite one is called, Audience Interests.

Audience interests allows analysts to discover what audience(s) of a particular subject are also likely to be interested in.

For example, people who talk about the BMW i3 are 4.9X more likely to talk about canoeing/kayaking.

 

To give you a deep dive of how Audience Interests can be applied to help inspire new campaign ideas, I've set up an...

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Topics: social media intelligence, advertising, social media research


Why Marketers Struggle to Connect With Eco Friendly Audiences

By Tiffany Tran  •  June 24, 2016


Marketing to environmentally conscious consumers  isn't necessarily something new. Brands have been capitalizing on this for some time now, and much of those efforts have been abused because of the ambiguous rules of what sustainable marketing is.

The FTC has since (2012) revised its "Green Guides" in hopes of better-protecting consumers from being deceived by deceptive advertising and marketing.

However, the question is -- even with revised...

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Topics: marketing


What Retailers Can Learn From Fast Fashion Problems

By Tiffany Tran  •  May 17, 2016


In recent years, fast fashion stores like H&M, Forever 21, and Zara have been stealing a good portion of sales from traditional fashion retailers.

Macy's, for example, a store that had a solid footing in fashion is now on its way to closing 36 stores this year. Other stores like Nordstrom, American Apparel, Wet Seal, and Kohl's are facing similar struggles as well.

We often hear how fast fashion is killing the game or how traditional fashion...

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Topics: retail, fashion


6 Ways Social Media Intelligence Can Improve Retail Brands

By Tiffany Tran  •  March 31, 2016


According to the PEW Research Center, two-thirds of American adults are now using social media platforms. Wowza!

 

Yet, it’s not just keeping up with friends and family that happen on platforms like Facebook, Twitter, and Instagram.

Consumers share pricing information, recommendations, opinions on tangibles and experiences, and other highly valuable information on their preferences, journeys, and experiences. This has become a natural way for...

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Topics: social media intelligence, social media, beauty, retail


Using Social Media Intelligence to Design Better Survey Questions

By Tiffany Tran  •  March 22, 2016


Creating a survey that people will actually answer or that provides valuable answers to business questions can definitely be one of those, "sounds pretty easy, but not really" type of deals.

Pew Research says, questionnaire design is perhaps the most important part of the survey process. It is the creation of questions that accurately measure the opinions, experiences and behaviors in public.

 

If you're having trouble learning the fundamentals...

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Topics: social media intelligence, market research, survey design, social media listening


Leveraging Social Media Data for Cosmetics Research

By Tiffany Tran  •  February 26, 2016


Who seriously doesn't love affordable makeup?!

While there are plenty of competing brands that are "budget friendly" when it comes to buying makeup, two brands have been really killing the "more bang for your buck" motto.

If you simply Google "affordable makeup", you'll run into many savvy beauty bloggers online that consistently bring up two brands in particular when it comes to buying decent quality makeup at low prices, NYX and E.L.F.

Take...

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Topics: beauty


Setting Client Expectations With Social Media Research

By Tiffany Tran  •  February 10, 2016


I have seen plenty of examples where new and seasoned social media monitoring users get stumped with client requests on social media research.

How come there isn't enough data on Allegra within the past year? Why aren’t parents talking about buying their kids a new Xbox on Black Friday? How are we supposed to analyze Cheerio loving moms, if moms aren't talking enough about Cheerios?!

These examples of unanswered questions in turn make it...

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Big Brands Marketing to Star Wars Fans, Good or Bad?

By Tiffany Tran  •  December 15, 2015


The highly anticipated Star Wars: The Force Awakens movie is almost here! Leading up to its release a wide variety of consumer product companies have been leveraging the Star Wars brand for their own clever gains.

For example, some brands have used the iconic movie to spark up new marketing initiatives while others used it to pitch new products.

According to The Hollywood Reporter, the 'Episode VII' is projected to make $3.5billion...

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McDonald's Breakfast Disappoints?

By Tiffany Tran  •  November 11, 2015


I cannot explain the pure joy I had when I heard McDonald's all day breakfast was here.

It's been a little over a month since McDonald's launched all-day breakfast on October 6th and I wondered, how successful has the campaign been so far?

McDonald's corporate has been tooting its own horn since the launch, but franchises aren’t particularly lovin' it. Many of the complaints have been about efficiency problems, loss of sales, and issues with...

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How to Build an Effective Social Media Research Report

By Tiffany Tran  •  October 20, 2015


Depending on what industries you are working with, planning and structuring a new report can be stressful.

A brief walkthrough of the typical process would be meeting with the client, understanding their needs, brainstorming ideas together, structuring and executing research, pulling data together, making sense of the data, writing and editing, formatting, designing, presenting data findings and making recommendations.

Don’t let the whole...

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Social Media Monitoring Hacks for Low Search Volume

By Tiffany Tran  •  October 7, 2015


Researchers, analysts and insight teams who have adopted social media monitoring into their line of business often run into a very common problem — low content volume.

Low content volume is essentially a return of low results for the topic, subject, or brand you’re researching. This makes the task of finding interesting and meaningful insights more difficult for analysts.

But fret not fellow researchers! Here are 3 ways to overcome this problem:

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CVS and Walgreens go Head to Head in Beauty

By Tiffany Tran  •  September 19, 2015


Drugstores in the United States have moved beyond just being destinations for medicine and convenience items.

Prominent brands like CVS and Walgreens now serve as one-stop locations where consumers can pick up medicine, snacks, candies, toiletries, greeting cards, pet supplies, cosmetics and groceries.

In response to how the big-box retail landscape is evolving, both retailers are trying to expand and strategize for the coming years,...

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What Gamers Think of the Top Pizza Delivery Chains

By Tiffany Tran  •  September 9, 2015


Fun fact: Did you know people talk online about pizza four times more often than tacos and burgers?

According to Statista, consumers spend around $33 billion U.S. dollars annually in quick service pizza restaurants and nearly $25 billion of that total is spent on pizza takeout or delivery.

For scale, Fortune reported that in just 2013, people spent $13.7 billion on ice cream, an amount which doesn’t even come close to trumping how much money...

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The Two Biggest Mistakes in Social Media Analysis

By Tiffany Tran  •  July 15, 2015


Whether you’re a social media analyst scrambling for data prior to pitch time or a consumer insights team working to deliver new insights, the research aspect for analyzing social media data can be daunting at times.

High expectations from your c-suite, internal teams, or clients can place extreme pressure for coming up with impressive findings. However, regardless of who the data is being provided to, in the end the accuracy and authenticity...

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Supercharging Market Research With Social Media Research

By Tiffany Tran  •  June 8, 2015


Today, enterprises and ad agencies alike harness the power of social data for a variety of use cases including brand monitoring, campaign development and measurement, competitive benchmarking, strategic planning, and even new product research.

This has provided brands and ad agencies an alternative, real-time, method of research, those more experienced with market research can provide an even greater depth of insight from social data.

...

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The Strategic Value of Social Media for Pharmaceutical Companies

By Tiffany Tran  •  May 26, 2015


For many of us, the internet and social media are the first places we turn to for feedback about medicines, to make self-diagnoses, educate ourselves about diseases, explore different treatment options, and discuss our own health experiences.

Though the majority of consumer facing companies are now on social media, pharmaceutical companies remain hesitant to embrace social media in any form.

Much of this can be attributed to strict industry...

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A Modern Marketer's Guide to Creating Better Buyer Personas

By Tiffany Tran  •  April 26, 2015


Buyer personas provide incredible value to organizations in understanding who they should be focusing on and how to sell to and communicate with these consumers more effectively.

Traditionally, these have mainly been created by conducting 1-on-1 interviews or through surveys. However, in today’s digital world, it’s hard to NOT find someone’s opinions and interests online, and this provides a great new way to approach building buyer personas.

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5 Things Millennials Want McDonald's to Know

By Tiffany Tran  •  March 12, 2015


With Millennials gradually replacing their parents (baby boomers) strength in purchasing power, many brands are trying to connect with this lucrative group of consumers better.

One of those brands happens to be fast-food giant, McDonald’s, which over the past years has lost touch with this particular segment.

Over a span of five years on social media, not only have Millennials’ positive sentiment towards McDonalds dropped, but conversations...

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The Secrets to Building Great Social Media Monitoring Queries

By Tiffany Tran  •  January 11, 2015


Social media analysts must constantly sift through enormous amounts of information, and often times, it’s frustrating to deal with irrelevant content that falls outside of the intended research parameters.

I know, I run into these issues on a daily basis. The secret to successful analysis all starts with the search query.

Without an appropriate query, the analyzed data might be irrelevant and the end results inaccurate. Fortunately,...

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E-Cigarettes, A Gateway to Nicotine Addiction?

By Tiffany Tran  •  September 22, 2014


The cigarette industry as whole is increasingly becoming less desirable while electronic nicotine devices are becoming more popular. Though full impact on health is not yet known, electronic cigarettes are poised to continue to expand their market and are gaining the attention of younger consumers in particular.

 

Electronic Cigarettes Steadily Gaining Market Share

Electronic cigarettes are quickly capturing market share in the $100 billion...

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Social Media Monitoring for Retail Uncovers Consumer Behaviors

By Tiffany Tran  •  August 12, 2014


Department stores have always been a one stop shop for beauty and fashion necessities.

However, technology has enabled consumers to discover, research, compare prices, and buy directly online, from anywhere, at any time.

While this has significantly disrupted the traditional purchasing patterns for major retailers, new opportunities have opened in the digital space.

In our recent State of Retail report, we performed a high-level analysis of...

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Omnicom Inks $230m Deal With Twitter

By Tiffany Tran  •  June 1, 2014


The deal between Twitter and Omnicom locks in ad rates at current market value and provides the agencies in the Omnicom network with exclusive access to preview new ad units and opportunities that Twitter develops in the future.

Financially, this translates to $28.5M possible ad buys per quarter, which amounts to around 10 percent of Twitter’s current quarterly revenue projections. This decision to lock in ad-rates comes right after Twitter...

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