AffinitiesHow Well Do You Know Your Customer?Uncovering Audience Interest Insights

Beyond Demographics

The Affinities Tool

Crimson Hexagon’sAffinities™ is a tool that adds

new and revealing context to yoursocial media analysis by providingvaluable insights about consumers,which in turn help users makemore informed business

decisions.

Understanding Affinities

In today's marketing landscape, it is of vital importance to understand your customer andtarget audience. By tapping into more than 600 billion social media posts, Affinities allowsbrands and agencies to gain access to a goldmine of insights that help them put thecustomer they choose at the center of any campaign.

Affinities analysis identifies the shared attributes within an audience and quantifies theoccurrence of specific interests, indexing against the larger Twitter population or theconversation surrounding a competitor.

Understanding the Affinities Bubbles

The Affinities bubble visualization illustrates the relative likelihood and proportion of interests within a specific conversation, in which:

• The size of each bubble represents the frequency of the interest among authors withinthe conversation.• The location of each bubble represents how unique the interest is to the audienceindexed against the larger Twitter population or a competitor.• Bubbles appearing closer to the left correlate highly with the audience, while bubbles tothe right do not.

On the next page, we show an example of Affinities with the interests of people talkingabout Samuel Adams beer on social media compared against the larger Twitterpopulation:

We found that people talking about Samuel Adams beer on social media are:

• 755 times more interested in Riesling and 114 times more interested in Sauvignon Blancthan the larger Twitter population.• 618 times more interested in Wineries and 216 times more interested in Home Brewingthan the larger Twitter population.• 51 times more interested in the Boston Celtics than the larger Twitter population.• 20 times more interested in the PGA Tour than the larger Twitter population• 9 times more interested in Star Trek and 2 times more interested in Comics than thelarger Twitter population.

These insights show that Samuel Adams consumers are very interested in wine and golf,as well as science fiction. Samuel Adams could use this information to plan and executebetter marketing campaigns that will resonate with their target market.

The Value of Audience Analysis

MeasureMarketing Efforts

Discover NewOpportunities

Reveal deeper audience insights and attractnew customers by adjusting your messaging

to appeal to specific audiences

Understand what marketing initiatives areresonating with your intended target market

The Value of Audience Analysis

IncreaseSales

CompetitiveAnalysis

Understand how people engaging with yourbrand compare to those engaging with your

competitors

Shape marketing

strategies and campaigns that will achieve business goals

The most valuable aspectof social media analytics is whatit can reveal about your customers.Crimson Hexagon's Affinities allowsyou to explore their interests andpassions like never before.

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crimsonhexagon.com

@crimsonhexagon