Research Phase of the Reed”s Case Study
On April 16th we will air the second in the series of the Marketwire Social Media Roadmap webinars.
This session is about research and planning – how to find and evaluate the online conversations that affect your company and/or your brand. My guest this time is Paul Gillin, author of The New Influencers and The Secrets of Social Media Marketing.
I’ve done most of the research now for our case study – Reed’s Ginger Brew. Using tools like Radian6 and FiltrBox we’ve found conversations not only about the company, but about ginger brew in general. We also discovered that there is content on this subject from a wide range of bloggers – moms who are interested in natural sodas and healthy drinks, ginger brew as a cocktail mixer and even financial bloggers who write about the company’s potential. Our list of influencers is developing quite nicely.
One place where we found lots of intersecting conversations was on Twitter. Here is the Social Collider graph for the phrase ginger brew.
I have so much fun using this tool from Google. Watching the dots appear, and the lines showing how memes develop and intersect, is fascinating!
And it’s quite clear that Reed’s needs to have a strong presence on Twitter. This will play into the next session in May when Rebecca LIeb of Econsultancy and I talk about how to use all the data you find to develop your content strategy.
See Also
- Chrome Experiment with Social Collider
The Social Collider acts as a metaphorical instrument which can be used to make visible how memes get created and how they propagate
