#SIWorld2018: the reports and responses
Taglined as ‘a one-day event dedicated to everything social data and insights’ with this year’s conference theme being ‘humanising data’, Social Intelligence World brought together 39 speakers from the industry to share their knowledge. Split into four event tracks, the event held sessions on the business of social intelligence, research and insight, strategic implementation and the future of social intelligence. With the top of the top offering up their insights, this was a key event to attend this year, including attendance from Join the Dots, Ipsos Mori, 1000 Heads, BuzzRadar, Spredfast + Lithium, The Social Intelligence Lab, and our very own Carlos Serra representing Audiense.
It is easy to see the names, bios, and LinkedIn accounts of all the speakers, but if I wanted to learn more about the personalities, and demographics of the speakers and the audience that attended, then I could head over to the Audiense platform and start investigating.
To get an idea of the attendees, I looked at our report that separated the audience into two large segments: Social Media and Market Research. Further on, I discuss the audience separated into many segments, each with their own more specific label, but for now I will focus on this report to give an introduction to the community.
When we take a glance at the Market Research segment members, we see names and businesses of those seen in the line-up of the event, including Social Intelligence World co-founder Lawrence Ampofo.
One of the main differences within this audience compared to other audiences generally, is its low neurotic score; this is a little unexpected considering how similar and close the value of the other 4 points of the IBM Watson personality dimensions are. This is a rather positive side of the scale to be on, as it shows that the members of this Market Research segment are calm, confident, controlled and content. In comparison, the Social Media segment, score just a few percentage lower in agreeable, open, and conscientious, a little higher in neurotic, but also a little higher in extraverted. Considering the small gaps between these statistics, it would be very interesting to find what are and why there are such slight differences between the personalities.
Another key difference was the one between the reception to targeted ads, a 10% difference. It can often be wondered whether working around ads and marketing might actually numb this audience when they are away from the work office, or whether their mind is still active in analysing this media form.
And upon taking a look at the members of the social media segment, there was our own Javier Burón and Carlos Serra alongside Buzz Radar co-founder Patrick Charlton. Plus, the top unique influencer when comparing both segments was, without tooting our own trumpet, us!
This was a great way to get an introductory understanding of the audience tweeting about the event, but I needed to specify my search criteria further and have greater differences between the segments to learn about them in even more depth.
I began by creating a monitoring report, collecting the tweets and twitter users of the handle, hashtag, and keyword SIWorld2018 and any use of its url https://socialintelligenceworld.com/. Here we can see that @SIWorld2018 was the most mentioned account, and Synthesio’s Margie Strickland came in a confident 2nd place. The monitoring report was perfect for viewing all the tweets, and with over 700 to choose from, I created a Twitter Moment with some highlights, you can swipe through it here.
From these 166 users in the monitoring report, I then created a separate audience to analyse using one of our Audiense Insights reports. The segments are clearly more differentiated than the previous report, to the point of grouping the audience into the businesses they belong to, such as Convosphere, Audiense/Pulsar/Twitter, Spredfast+Lithium, AMEC, GWI/BuzzRadar, Synthesio/Ipsos. Plus, two other segments for market research and creative agencies.
I began by taking a look at the market research segment, to see whether, now that it had been filtered, there was more useful information. The demographic’s bio keywords pointed to the accounts of employees from Join the Dots, and Symanto. Thus, this begins to explain the country statistics holding Germany as the top location after the UK, with a reasonably international audience also being represented.
When looking at the hot posts and hot content from this segment, the highest percentage of relevant media formats were links. Considering that many of the audience members are either reading or producing content, this is unsurprising. However, could it point to a saturation of link-based content which is becoming too every-day? Hot posts tend to be from large business-related outlets such as Entrepreneur, Financial Times and Marketing Week with some others that are more life/work culture related such as TEDTalks. Whereas hot content mixes in travel companies such as TUI and Travelzoo, particularly when containing giveaways and prize draws.
To compare, the creative agencies segment is completely London based, and 71% of the audience are aged between 18–24, with almost 15% aged 35–44. The hot posts are more relevant to the segment too, with content from AdWeek, Campaign, WPP, Ogilvy, Wired, TechCrunch, Marketing Week, DigiDay, and with particular love for The Drum. Plus, to compare the personality traits to the first report, this segment scores even more low in neurotic, at only 13%.
With the number of other segments specifically dedicated to other businesses, I chose to look at the next biggest segment after our own Audiense/Pulsar/Twitter crossover, which was Synthesio/Ipsos. Their dual use of French and English explains why Paris, France is the next location on the list after the UK.
Looking across each of these segments, two of the biggest differences are within the days of the week that each segment is most active. Some segments are engaging during the beginning of the week, others peak towards the middle, and the variety can truly be seen. Similarly, the buying mindset in regards to purchase influence factors. For some, family and friends are top of the list, whereas for other segments, brand name means everything. Take a look at how much product utility as an influencing factor varies between the Synthesio/Ipsos and AMEC segments.
This report shows how differences within an industry, more specifically within an audience that shares the same interest in SIWorld2018, with the aim to learn more about social data and insights, will have different uses for the knowledge they attain. With different focuses, different ways of working, buying, thinking, and personality, who interacts with who and how means everything.
If you want to check out these reports for yourself you can see them with our new shareable links: here is the first report with two segments for SIWorld2018, and here is the second report with multiple segments for SIWorld2018.
And if you want to take a look at our twitter moment for the highlights from the event, with tweets from the amazing speakers and enthused attendees, head over to it now.
