October 20, 2014
/ by Eileen Bernardo
There’s not an industry out there that hasn’t been affected or touched by social media. From paper manufacturing (yes, even them!) to entertainment (this is a no-brainer), social media has taken a permanent place in business plans and marketing plans. At the end of the day, every business is looking to add leads to the funnel, build a loyal audience, and increase the bottom line. What if we told you there was a way to do all of this by determining brand affinity and predicting buyer personas?
You’re in luck! There IS a way! First, it’s important to understand the definition of brand affinity – the emotional connection a consumer has with a brand which in turn provides valuable insights into consumer profiles, demographics, and potential buying behavior. In a nutshell, this means that brands and industries can take social data about their products and services and analyze it to put together buyer personas. These buyer personas can then reveal the consumers’ other interests, likes, etc. – valuable information that strategists can use to determine the next plan of action, including: who to target, what messaging to use, and where to focus their efforts.
Viralheat continued its case study on the entertainment industry and crunched the data to determine the brand affinity for The Flash and Gotham, fall’s two best performing new TV shows… which, if you remember, we predicted prior to the season premieres. We took social data from two weeks surrounding each show’s premiere (one week prior, one week after) for those talking about the shows on social networks and combined it with insights that returned the other brands these viewers talk about. Together, the data determined two very specific buyer personas.
So what are the two personas and why is this useful for executives at these companies (the shows and the talked about brands)? The Flash’s audience came back heavily skewed toward the younger, male viewing audience. Not only are there more men talking about The Flash than women, but they are also talking about brands like Ace, Diesel, Audi, Playboy, and Ferrari. On the other hand, Gotham returned a data for a much different market – the family – as viewers are also talking about Coleman, NASCAR, PBS, Oprah, IHOP, and Tyson (food). Marketers for all of these brands and companies can now use these buyer personas and implement it into future campaigns – sales, marketing, social ,etc.
The valuable information in this infographic represents just a tiny portion of what can be done with social data’s powerful analytics. From success predictions to brand affinity to trends, there is a ton of information available through social data for marketers to use. How you analyze and strategically use the data for success is up to you. If you’d like more information on how Viralheat can get you the social data you need to reach your target audience and increase your bottom line, just let us know.
Stay tuned for the next installment in our entertainment case study – you won’t want to miss it!
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