All articles by Ed Hawes

No social zombies here: understanding AMC’s ‘Fear the Walking Dead’ audiences


Social media and TV go together like peanut butter and jelly on a couch sandwich: very, very well. Second screen viewing is now common place when people watch live TV, as social media allows us to respond in real-time and connect with other fans. And for TV networks, analysing this online conversation can add real value as well. Analysis of social media interaction around TV shows can, for example, help decide whether a show should be renewed for another season, who the most liked and disliked characters are, and give insight into where fans want the show to go. Pulsar has been working with multiple entertainment organisations to help them make sense of consumption habits and audiences’ demographical make-up. AMC is one of these...

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The Social Check-up: understanding the Pharmaceutical industry on social media

pharmaceutical industry social media activity

Today, Pulsar and Ogilvy Healthworld launched The Social Check-up, a new report which is focused on sharing the latest trends in healthcare and pharmaceutical social media.   The rise in use of social media has meant that businesses from all industries are using these networks as a tool to understand and reach their audiences. The healthcare and pharmaceutical sectors are not immune to this – for example, social media is used to inform businesses in how to predict and track the spread of diseases, as well as to understand how illnesses are talked about online.   The pharmaceutical industry’s most popular social media channels   In The Social Check-up’s first edition, we tracked the top 20 pharma companies’ social media activity over the...

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‘Integrated, not Isolated’: Pulsar co-authors new #IPASocialWorks report

#IPASocialWorks report

As the use of social media networks increase, so does the amount of available social media data. And as a result, social media data has become an attractive pool of consumer information to all types of brands – a shift which is reflected in project work hitting agency inboxes. However, social media data isn’t anything new.     Pulsar’s sister company, FACE has been part of this movement since its inception – from innovating an audience intelligence platform, to using an integrated research approach which has proven highly successful for a multitude of organisations. This is why we were asked to contribute our thinking into ‘Integrated, not Isolated – how to improve customer insight by embracing social media data’ a new guide created by the IPA/MRS and TMS...

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Join Pulsar and Lansons at Social Media Week London, 15 September

social media week london

Next week Lansons, a full service strategic consultancy specialising in corporate, media, and political communications, and long-standing Pulsar client, are hosting a panel at Social Media Week London – and we’re joining them. The ‘How companies manage their reputations online’ event is held on Thursday 15 September, 3.30pm – 5.00pm and aims to get to the bottom of the following three questions:   How can regulated companies use social media for business results? How can you convince C-Suite that managing and measuring reputation should be a priority? How can data be used to better manage reputation online?   The panel was specifically chosen to provide a wide range of opinions based on knowledge and practical experience. The expert line-up is as follows:   Francesco D’Orazio,...

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How Rubicon used WhatsApp to keep its appeal for British Asian Millennials

whats app british asian millennials

Rubicon, a much-loved exotic drinks brand in the UK, recently asked themselves a question that will sound familiar to many businesses globally: “how do I stay relevant to a new generation of consumers, and ensure they feel connected to me as a brand?” Rubicon was keen to learn more about the British Asian millennial audience.  Were Rubicon’s communications still relevant to this group? And was their proposition still valid? To get their answers, they came to the research team at Pulsar. At Pulsar, we use social media data alongside other sources to understand audiences. For Rubicon our research design fused social data and qualitative research via WhatsApp communities to figure out what drives this particular millennial audience.     To read more on the...

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#LondonIsOpen: Sadiq Khan wins the people’s vote

nighttubeheatmap geolocated data

After three years of planning and negotiating, this weekend saw TFL turn London into a fully-fledged 24 hour city. Londoners no longer have to endure the dreaded night bus after a night out, or flag a cab to some far flung corner of zone 4 – the tube is now their oyster.     Over 13k people took to Twitter & Instagram this weekend to voice their thoughts on the Central and Victoria lines opening their doors for 24 hours. We dug into the data to understand the key topics of conversations, the main hubs of Night Tube chatter, and whether this new 24 hour service is welcomed by the public (opposed to dreading it as a whole new public canvas for boozy sickness...

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#SnapChart: How social media activity drives concert ticket sales

social media drives concert ticket sales

All marketers chant about the importance of social media to the sales process, but do more social posts really convert to improved sales? Can you actually measure social data and ROI? And understand which demographics give brands the best chance of social media influencing sales? We partnered with an events company to explore how well social media works as a key driver in awareness of a concert, and whether it provides a measured way to predict ticket sales. We used Pulsar to analyse the whole online ecosystem of concert tickets, from initial information on the website about an event through to ticket sales, and tracked discussions around three concerts: a festival, UK tour of a global female pop artist, and a 1970’s...

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Snapchat, One Year On: why it’s the network of choice for millennials

Snapchat filters

Last year, I wrote a blog on how Snapchat transformed itself from a self-destructing photo app into a commercially viable media outlet. One year on and the social network has expanded its media leg, but kept photo messaging at its heart. Snapchat has matured into one of the worlds’ largest social networks, boasting 150 million active users per day – taking it well ahead of social big bird Twitter. But this comes as no surprise to those avid users and followers of the app. In the last three months, Snapchat’s acquisitions extend to Seene, a 3D face-scanning app, Bitmoji maker, Bitstrips and Looksery, a Ukrainian tech company. Each one of these acquisitions are focused on taking the users back to the app’s original feature – photo messaging....

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The Journey of an Image: the evolution of visual social media in our TEDx talk

journey of an image

Pulsar’s VP of Product, Francesco D’Orazio (@abc3d) presented ‘The Journey of an Image: big data, social media and how ideas spread’ at TED x University of Bristol in June. TEDx co-organiser, Hannah Haddad asked Fran to join a line up of inspirational and industry-leading thinkers, which saw him share his thoughts on how social media is evolving and what it means for society and how we understand it. In the Journey of an Image, Fran runs through a millennium in just over 30 minutes – touching on key historical moments leading to the emergence of our modern visual culture and how we went from barely accepting the idea of representing scenes from everyday life, to taking selfies and pictures of our food. Using key...

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Helping Mazda gain value from its social media activity

Mazda social media listening

We helped Mazda Europe steer their marketing strategy in a direction that saw them become a social-first brand. Mazda wanted to introduce social media listening as a new way to gather customer feedback and inform its first brand-led marketing campaign in Europe.     Mazda came to us in the position of being a global brand who wanted to push the visibility of social media across the organisation. In this context it was also clear that their social presence throughout Europe had considerable scope of improvement. Our continuous research has helped identify new opportunities to improve and to provide additional value to users via social media. Find out how we helped Mazda become a social brand by downloading the case study...

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