Salt Insights Comparison
1
Jul- 2023
Executive Summary
Key Takeaways:
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Talkwalker is generally operating on a much larger (15X) base of results as compared to communities
On brand SOV, there was a major difference between Talkwalker and Convotrack; primarily due to campaigns leading
to higher SOV for brands such as Ashirvaad
In terms of both issues and considerations Convosight could provide additional depth to the data b providing relevant
conversations for each factor and by also introducing new factors that were not reflected in the Talkwalker report
In terms of product, Convosight was able to provide more depth into why particular products (black and rock salt)
were being mentioned more prominently than table salt
Convosight could also provide data on purchase intent which was not available on Talwalker
Talkwalker could provide additional information such as top themes, top influencers and demographics details
Talkwalker displayed some errors in context understanding when it picked up top engaging posts mentioning salt in a
completely irrelevant context
Finding:
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While Insights from open social media were on a much larger scale, Convosight could provide additional depth to it
with conversations.
Talkwalker made some errors in context judgement and hence data from an alternate source is needed
Both the reports together provide a much more comprehensive view into the category
Overall Conversations
While communities had ~5000 conversations per month, open social media had ~80,000 results
SOV
Major differences between Talkwalker and Convotrack which also shows the effectiveness of
campaigns within the communities
Communities
Talkwalker
Top Products
Both platforms show widely different data points; conversations show that mentions of black, pink
and rock salts are higher as they are considered as the healthier alternative.
Talkwalker
Communities
Top Products
Black salt, rock salt, and pink salt have repeatedly been mentioned as the healthier alternative and
are being recommended
Issues
While the issues being discussed are similar, the conversations show that members have started
associating Salt with a lot more than just BP issues; diabetes and BP are being discussed as “sister
issues”
Communities
Talkwalker
Blood Pressure
Cholesterol
Diabetes
Obesity
Digest
Issues
Real conversations show how other issues are also being associated with Salt
Consideration Factors
While a lot of the consideration factors were same; Convotrack had some additional factors sucha
as texture, and brand
Talkwalker
Communities
Additional Data Available
1
0 on Open Social Media
Purchase Intent
Convosight could share brandwise purchase intent, that is not available with Talkwalker
Purchase Intent Conversations
Additional Data Available
1
3 on Open Social Media
Top Themes
Talkwalker could share the top themes
Social Media Influencer
Talkwalker could also recognise the top influencers talking about salt
Demographics
Talkwalker could share some demographic information, that is not available within communities
Possible Inaccuracy with
1
Talkwalker
7
Possible Inaccuracy
While recognising the most engaging posts about salt, Talkwalker also picked up posts that were
not talkin about Salt in the right context