Social Media Analytics - Beyond the tools Aleksander M. Stensby Monitoring Social Media Bootcamp March 2010
Presentation outline What does your tool do?
The human element? Real Life
What does your tool do? This is the most common question asked of us by big brands seeking to better understand Social Media •
Social media is creating a lot BUZZ... It is only relatively new to big brands... And it appears to be a pretty confusing space •
There are 10’s if not 100’s of tools on the market claiming to be THE ANSWER to a brand’s needs for social media access and analysis •
Well presented dashboards, sentiment data, and CRM interfaces LOOK GREAT.... But do they do a GOOD job? •
To answer that questions, you need to ask, “What’s the job?”
•
The Human Element This is the job big brands ask us to do: • Accurately track and measure ALL relevant Social Media mentions • Allow us to define the competitive landscape • Allow us to define the categories for tracking that are relevant for us • Allow us to find our lead influencers and learn from their conversations • Allow us to learn actionable insights from online conversations • Allow us to access the information in the way we want • Work with us to integrate Social Media into our measurement systems
•
We provide a SERVICE to clients to meet the needs of the question they ask
•
We DO NOT sell Tools alone
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Without the HUMAN element and the use of experienced analysts... There are no simple button you can press to get THE ANSWER •
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Real Life The Data Universe
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The Brand Taxonomy
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The Category Taxonomy
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Concept mining, Location and Influencers
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BUZZ and Sentiment Measurement
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Customised integration with client’s key measurement systems
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In our experience, most big brands are not looking for TOOLS, they are looking for SOLUTIONS... We provide SOLUTIONS •
The Data Universe (1 of 2)
Integrasco WoM Portal 2.0 Data Access Service
Search Index – Shard 1
Raw data Shard 1
Raw data Shard 2
Search Index – Shard 2
Raw data Shard 3
Raw data Shard 4
Search Index – Shard n
Raw data Shard 5
Raw data Shard 6
Raw data Shard m
The Data Universe (2 of 2)
Raw data Shard 1
Raw data Shard 2
Raw data Shard 3
A1
A2
Raw data Shard 4
Raw data Shard 5
Storage Agents
A3
Raw data Shard 6
Raw data Shard m
A4
Buffer C1
C2
C13
C14
C3
C4
C5
C6
C7
C8
C9
C10
C11
C12
C19
C20
C21
C22
C23
C..
Crawlers C15
C16
C17
C18
Concept Mining, Location and Influencers
BUZZ and Sentiment Measurement 18% 10%
17%
14%
30% 11%
Customer Services – Connectivity & Coverage Pricing & Promotions – Handsets Broadband & Wireless – Mobile Entertainment Services
Customised integration with client’s key measurement systems
Brand Management & Measurement
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Reputation Management & Measurement
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Net Promoter Scoring (NPS)
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Other key measures
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Brand Tracking Buzz Awareness
Measuring the exposure that the brand or product is receiving in online social media, through breadth and reach across platforms and audiences, looking at the share of mentions or buzz. Awareness also encapsulates brand positioning and impact.
Sentiment Rating
The sentiment rating covers brand popularity, customer satisfaction and perceived credibility through both automated sentiment analysis and manual qualitative analysis.
User Engagement
The user engagement is evaluated by looking at conversation involvement in the different discussions, as well as influencer authority and drivers of the industry.
Delivering One Brand
The first iPhone announcement in 2007 didn’t make a very significant impact in social media, but the fan base and buzz have gone through a massive growth over the past years
The iPhone 3G is launched on July 11, 2008
The iPod Touch is announced together with next generation Nano. The 4GB iPhone discontinued and 8GB price dropped
iPhone 3GS is announced on June 8, 2009 and launched together with OS 3.0 on the 17th of June
iPhone OS 3.0 previewed with copy/paste and MMS support
The iPhone 3G is announced on June 9, 2008
iPhone launched iPhone announced, January 10, 2007 The iPhone SDK is announced alongside of exchange support and push-email
iPad is announced together with high expectations for a 4th gen iPhone
What do our clients say about us?
” ”
“Integrasco provides Vodafone with a complete overview of online and social media. Their product as well as analyst expertise help us get detailed insight into what is being said about our brand, products and services. This allows us to interact with our customers and key influencers real-time via the Internet." Jakub Hrabovsky, Head of Communications
“Thanks to the active work with Integrasco information, Sony Ericsson could launch internal investigations and apply counter-measures. Call centres were equipped with information and shops arranged to swap [K800] units to prevent brand damage."
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Anders Lindquist, Director Head Of Launch Project Office Launch Support and Management
Integrasco©2009. All rights reserved. Commercial in confidence.
Conclusion
In our experience, most big brands are not looking for TOOLS, they are looking for SOLUTIONS... Integrasco provides SOLUTIONS‌ using state of the art tools
Contact This report has been prepared by Integrasco for information purposes only. The report is based on information obtained from public sources which Integrasco has not independently verified, and Integrasco makes no guarantee, representation or warranty as to its accuracy or completeness. Any opinions expressed herein by third parties do not necessarily reflect the opinions of Integrasco. Any opinions expressed herein by Integrasco reflect Integrasco’s judgement at the time the report was prepared and are subject to change without notice.
No liability whatsoever is accepted for any direct or indirect (including consequential) loss or expense arising from the use of this report. Distribution of this research report is restricted to its intended recipients and it may not be published, broadcast, rewritten or redistributed without the prior written consent of Integrasco. Please contact Integrasco for further information and inquiries regarding this report.
Aleksander Stensby aleksander.stensby@integrasco.com +47 412 28272 ďƒ˜
Neil Scaife
neil.scaife@integrasco.com +44 7768 446870 Lawrence Wintermeyer lawrence.wintermeyer@integrasco.com +47 954 94000
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