All great stories begin with a killer insight. Using data and insight is intrinsic to Smoking Gun, it helps us to lead clients using facts rather than off the cuff hunches.
Our approach to gathering data and insight is methodical. It’s catered to the needs of the client and their comms objectives.
One of the methods we use is deep algorithm social listening. This allows us to gather data from across the digital landscape pulling insight from forums, social media platforms and reviews.
How do we do this?
By using two segmentation algorithms, we uncover topics our audience care about and the opinion leaders they respect. We cluster people based on their shared behaviour and how they interact.
This approach allows us to identify key stakeholders in conversations and individuals who connect communities to a topic or brand, it’s not based on reach, but the position of each stakeholder within a community, who knows them and how committed they are to sharing knowledge. This provides us with invaluable data on who your audience is and how they interact – which brand manager wouldn’t want to know this?
We also use a special algorithm that pinpoints the language that is central to conversations within online communities. We cluster conversations which share the same language and reference points to map key topics that would otherwise remain uncovered
This means brands can align content/ messages/ chosen advocates with what is ‘front of mind’ for the target audience – making it more relevant and thus efficient.
Whether you’re trying to explore what makes your audience tick, who influences your audience or what your audience is talking about we can gather robust data and insight that can tell you exactly that.
Want to hear more? Take a look at our case studies