1 Gathering Data
The agency’s insights and planning team sourced content relevant to the brand and its market through their social media listening platform and licensed content streams.
The team combined the social media audiences of the brand and top competitors, retrieving roughly 300,000 publicly available Tweets authored by followers of the brand and its competitors.
Another objective was to understand the content driving consumers to top publisher sites in the category. To achieve this, they identified the most highly trafficked 4,000 pages of content from four leading publishers in the Home Improvement and DIY space. Using eContext to extract relevant topics from the content provided a topical analysis of highly trafficked, engaging content that resonated with the target DIY audience.
2 Structuring the Data
The eContext API processed and classified 300,000 tweets and 4,000 pages of content in less than one hour to support the analyses.
Operational Highlights
Want to read a detailed description of the methodology? Read our full methodology paper - at www.econtex.com/relevance
3 Data Interpretation
Classification of high-traffic websites provided helpful insights on the topics that engaged the target audience. These insights supported the agency’s content development and distribution strategy, and shed light on contextual, sponsored, and native advertising opportunities for the agency’s media planning and buying teams.
Through the social analysis, the agency identified influencers, including people and organizations with strong follower numbers and regular posting habits with characteristics that aligned with the unique interests of the brand’s audience. The agency applied these insights with an influencer-targeting campaign on social media, and by cultivating brand-advocacy with these key people and organizations.
By defining the most distinctive interests of the brand’s target audience, the brand was able to develop a keyword campaign to target tailored lookalike audiences on social media.
Operational Highlights
