This document discusses the shapes of brand conversations on social media. It analyzes conversation maps of different brands on Twitter and finds that they exist on a continuum from centralized to decentralized. Centralized maps resemble a hub-and-spoke structure with one central account, while decentralized maps have an ecosystem of many interconnected accounts. The ideal structure depends on communication goals - centralized messaging maintains brand associations but decentralized ecosystems foster more engagement. Strategies for cultivating decentralized conversations include tapping enthusiast communities, using influencers and hashtags, and spurring two-way discussions rather than one-way sharing.

1. 1
The shape of brand
conversations
Kyle Findlay
Head of Data Science & Knowledge Creation
The TNS Global Brand Equity Centre
Winner of the Best Methodological Paper
award at the 2015 ESOMAR Congress
conference in Dublin, Ireland

2. 2
We connect users
that interact with
each other into a
“conversation map”

3. 3
We end up with
conversation maps
that look like this
(this is the picture for the market
research category on Twitter)

4. 4
Hub-and-spoke Spin-off Ecosystem
Centralised De-centralised
We’ve found that the “shapes” of conversation maps tend to sit on a
continuum from centralised-decentralised

5. Brand conversations
5

6. 6Source: Mayweather vs. Pacquiao fight (Q1 2015)
Sport Center’s account during the Mayweather-Pacquiao is an example of
a hub-and-spoke ‘shape’

7. 7Source: Mayweather vs. Pacquiao fight (Q1 2015)
Shallow calls to actions like these lead to sharing but not two-way
conversation:

8. 8Source: Ford North America footprint (May-June 2015)
The following two week slice of converations around the Ford brand give
us a good example of a decentralised brand ecosystem

9. 9Source: Ford North America footprint (June 2015)
Ford has an organic ecosystem around its brand made up of multiple
distinct constituencies

10. Campaign conversations
10

11. 11
B
A
B
Two competing campaigns; one based on a single influencer (B), the other
based on an ecosystem of accounts (A)…

12. 12
Footballer
B
Musician
Campaign
account
Musician Brand
account
Music
promoter
A
B
A
B
It’s easier to understand Campaign A’s strategy if we summarise their
ecosystem in diagram form…

13. 13
Bud’s “Lost Puppy” ad from Superbowl 2015 received the most retweets
out of all the 70+ Superbowl ads

14. 14
It is a great example of a centralised, hub-and-spoke shape…

15. 15Source: Super Bowl (Feb 2015)
But if we look at it’s shape, it’s very centralised with little organic
conversation around it
NOTE: If Bud’s goal was to simply
update existing associations with
the brand (i.e. a “maintenance
strategy”), it likely succeeded. If
the goal was to draw in new users
and/or change perceptions, it
probably could have done more.

16. 16Source: Super Bowl (Feb 2015)
The ad was very emotive and thus was widely shared but it lacked
relevance to beer and so did not encourage much organic conversation

17. 17Source: Oscars (Q1 2015)
+ =
Lego partnered with artists, Nathan Sawayan, to present Oscar winners
with trophies made out of Lego

18. 18Source: Oscars (Q1 2015)
The resulting conversation map was very de-centralised, likely due to the
campaign’s good mix of novelty, emotion and relevance

19. In summary
19

20. 20
Hub-and-spoke Spin-off Ecosystem
Centralised De-centralised
Conversation maps sit on a continuum: as the conversation becomes
more organic, we move from a centralised broadcasting shape to a more
decentralised ecosystem of conversations

21. 21
It’s a balance
Centralised messaging
controls the conversation BUT
also tends to be a bit boring.
One-directional broadcasting
might help update
brand associations
Can engaged conversations
more strongly
affect perceptions?
De-centralised creates
sustained engagement
…BUT too de-centralised
makes it difficult to lead
conversation
Centralised De-centralised
Different shapes play different roles…

22. 22
Tap into enthusiast
communities
Copy in spokespeople
where appropriate
How does one create a social ecosystem?

23. 23
Strategically @mention
influencers & spokespeople to
access their communities
Strategic use of hashtags to
bind/extend conversations
But, most importantly…
[next slide]
@
#
How does one tap into multiple constituencies?

24. 24
…spur on two-way
conversation
Start real
conversations
Rather than just one-way
sharing…

25. 25
Start real
conversations
Any model of virality will tell
you that emotion/valence/
affective stimuli gets
shared….
+
…EBUT emotional + relevant
content gets shared and talked
about organically!

26. 26
Thank you
Ockert Janse van Rensburg Tanweer Fareed
Acknowledgements