Quantcast
Channel: SteamFeed » segmented audience data
Viewing all articles
Browse latest Browse all 2

Who Influences Marketers Headed to SXSW?

0
0

SXSW Interactive is kicking off this Friday, so I thought it would be interesting to do an audience analysis of the @SXSW twitter audience. South by SouthWest began in 1987 as a music festival and has since grown to include Film and Interactive divisions as well. Each year Austinites welcome over 50,000 visitors to their Texas city for a couple of weeks of entertainment and learning.

I did an analysis of the SXSW handle over the past 30 days with the Affinio platform. Affinio is a relational data miner of target customers (Full disclosure: I am part of the Affinio team). By analyzing billions of social network connections, you can discover communities and insights you didn’t even know were there.

Looking at the entire audience and then segmenting the members into tribes of like-minded people based on their affinities and relationships, we can understand the culture of the communities within the SXSW audience.

Main takeaways of this post:

  • Understand audience analysis through Social DNA
  • Discover who influences the Marketers headed to SXSW
  • Have a deeper understanding of the SXSW audience
@AffinioInc
@AffinioInc

As you can see above, the segmented communities are what you might expect from this audience. You could easily place most of these tribes in one of the SXSW categories (Film, Music or Interactive). For this analysis, let’s stick to the Interactive portion of this event and dive deeper into the ‘Marketing’ and ‘Creative’ tribes. Bare with me as we go through this data, there’s a lot to cover.

Tribe Member Bio Keywords

For the following graphs, the ‘Marketing’ tribe will be represented in pink and the ‘Creative’ tribe will be purple. For those of you who saw ‘White and Gold’ – Pink is left and Purple is right. Keep in mind, all of this data was pulled over the past 30 days.

SXSW Bio Keywords
Twitter Bio Keywords – Marketing (Left) and Creative (Right) Tribes

How a tribe self-identifies is a great place to start when trying to learn more about them. Based on the keywords in these tribe members bios, you might even be able to split the tribes into ‘Brand vs Agency’ instead of ‘Marketers vs Creatives’. Let’s dive deeper into how they communicate to see if this holds true.

Top Hashtags used by tribe members

SXSW Mentions
Top hashtags used by the Marketing (Left) and Creative (Right) tribes

Looking at the hashtags that the members of these tribes most frequently use gives us an idea of the topics that are most important to them. While the Marketers talk mainly about #ContentMarketing and #SocialMedia, the Creatives are communicating mainly about #Advertising and #Design.

Top mentions by tribe members

Top mentions by member of Marketing (Left) and Creatives (Right) Tribes
Top mentions by member of Marketing (Left) and Creatives (Right) Tribes

Looking at the top mentions of the tribes gives us an idea of where they are sharing information from and/or what accounts are most important to them. The top account mentions by the Marketers fit with the Bio keywords and Hashtags used by the tribe. They gather most of their information from Social Media Examiner and Marketing Profs. This works for the  Creatives as well; they are sharing most of their information from The Drum, Fast Company Design and Design Taxi which fit with their bio keywords and hashtags.

Analyzing how these tribe members self-describe and what hashtags and Twitter accounts they mention gives us an idea of who they are and what’s important to them. But where do they get their inspiration?

Who influences the tribe members

Affinio defines influencers based on who the members of the tribe have top affinities to. SXSW shows up as #1 in each list as all members of each tribe follow this account. You are able to download the full list of influencer handles by clicking on the images below.

Influencers of the Marketing Tribe
Top 200 Influencers of the Marketing Tribe (click to download list)

In the Marketing tribe, Chris Brogan, Mashable, Guy Kawasaki, Ann Handley and Tech Crunch appear as top influencers. These are all heavy hitters and what you may expect from this tribe. So what makes this tribe unique? Here is a list of unique influencers to the Marketing tribe (They don’t appear as influencers to the rest of the @SXSW audience):

  1. Ann Handley 
  2. Social Media Club
  3. Mari Smith
  4. Darren Rowse
  5. Scott Stratten
  6. Social Media Insider
  7. Laura Fitton
  8. Tweet Smarter
  9. Reg Saddler
  10. Jay Baer

 

Influencers of the Creative tribe
Top 200 Influencers of the Creative tribe  (click to download list)

The top 5 influencers of the Creatives tribe are Ad Age, Wieden + Kennedy, Ad Week, R/GA and Fast Company. Something to note with this tribe is that 138/200 (69%) of their top influencers are unique to this tribe, signifying that this tribe as a whole is quite unique compared to the rest fo the @SXSW audience. Here are the top ten unique influencers:

  1. Wieden + Kennedy
  2. R/GA
  3. Ogilvy & Mather
  4. Creative Review
  5. Razorfish
  6. AKQA
  7. AdFreak
  8. Creativity Editors
  9. Cannes Lions
  10. Alex Bogusky

So what does this data tell us?

Initially, you may have grouped these two tribes into one community. While I don’t think we could definitively define these as ‘Brands’ vs ‘Agency’, after analyzing them, you can see how different they truly are. We like to call this their ‘Social DNA‘ – what makes a community or member of an audience unique.

This highlights the importance of knowing who your audience is. Brands need to understand that there are different communities within their audience and they all follow you for a different reason. Using this data when generating content, buyer personas, or media planning will help you better relate to your audience, even the members who don’t engage regularly (aka ‘Lurkers’). Understanding their culture will enable you to engage with them in their language.

I’m headed to Austin on Thursday – If you are too, tweet at me! It would be great to connect. If not, leave your comments/questions below, I’d love to hear your thoughts on this analysis.

To find out more about how I did this analysis and other use cases, check out the Affinio blog.

 

Author information

India White
India White
Director of Marketing at Affinio
Director of Marketing @AffinioInc Interested in Digital Marketing, Big Data Analysis, Startups. Easily entertained by the little things

The post Who Influences Marketers Headed to SXSW? appeared first on SteamFeed.


Viewing all articles
Browse latest Browse all 2

Latest Images

Trending Articles





Latest Images