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7/21/2019 Social Media Analytics by Abu Yousuf
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Let’s Talk about some Social Media n
Presente
Head, Researc
Webenza
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Agenda
• My goal in this presentation would be to
show the value of Social Media Analyticsand addresses the concerns & challenges
• Students and job seekers will get an iabout where to start and how…
• Brands and organizations will realize
importance of Social Media Analytics
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Topics of Discussion
1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career
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1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career Option
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Mobile
Social Users108 Million
(81% penetration)
Digital Population Pyramid India (As in Mid-20
India Population
1.3 Billion
Active Internet User
350 Million (27% penetration)
Social Media Users
134 Million (38% penetration)
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Nearly 4 in 5 active Internet usersocial networks and blogs.
Growing Internusage acting as most importan
driver…
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70% of active online adult social netwoshop online, 12% more likely than the aveadult user
Social Networusage driving t
Online Shoppin
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Socially engaged consumers spend20 to 40% more than othercustomers.
Social Networusage alsoinfluencing thOnline Spend…
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More than 53% of active socialnetworkers follow a brand.
Social media uinfluencingMarketers to
connect…
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Social Media Platform Mix
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Confused?Why there are so many platforms?What is the use of these platforms?Etc… etc….
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Let’s try to Categorizethese platformsto get an Answer...
S i l N t k Mi bl Sh i N t k
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Social Networks Microblog Sharing Networks
Professional
Networks
Messengers
(Mobile Apps)
S i l N t k Mi bl g Sh i g N t k
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Social Networks Microblog Sharing Networks
Professional
Networks
Messengers
(Mobile Apps)
• Connecting withfriends, relatives,
communities, brands• Sharing updates• Sharing experiences
• Connecting withinfluencers, like-minded people,
communities, brands• Sharing updates &
experiences in shortmessages
• Connecting withpeers, colleagues,recruiters, companies
• Highlighting Career &Achievement
• Apply for Jobs
• Connecting withfriends, relatives,through InstantMessages
•
Group Messaging
• Sharing Videos• Sharing Pictures• Sharing Photos• Watching Videos• Following Picture
Boards/ Pins
• Co•
W• Ge
• UIn
• An• He
w
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Social Media User Base across Platforms…
100million+
(81%)
55million+
(44%)
26million+
(21%)
33million+
(27%)
6million+
(5%)
FACEBOOK YOUTUBE TWITTER LINKEDIN INSTAGRAM
*Penetration is based on Total Social Media user base in India.
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1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career Option
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Social Media Analytics Overview
• Brand Perception
•
Industry Assessm• Competitive Asse
• Key Influencer An
• Thought Leaders
• Social Channel As
• Social Campaign
• Lead Generation
• Social CRM
Utilization of Social
Data to make informed
Business Decision…
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Social Media Analytics Evolution
• Facebook likes
• No. of retweets
• Social mentions
• Channel prioritization
• Depth and sophistication
• Real-time
• Text analytics (Social menSocial CRM data)
• Deep-dive on Customer Dasupport the Affinity-based
Shift from “Quantitative” to “Qualitativ
Early Days Now
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1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career Option
l d l
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Social Media Analytics Process
Capture•Gather Data from various sources•Pre-process the data
•Extract Pertinent information
Analyze•Remove Noisy data
•Perform advanced analytics: opinion mininsentiment analysis, topic modelling, socialnetwork analysis and trend analysis
Present•Summarize from the und
•Present the
S i l M di A l i P A CAPTURE
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Social Media Analytics Process – A. CAPTURE
Capture•Gather Data from various sources•Pre-process the data
•Extract Pertinent information
Analyze•Remove Noisy data
•Perform advanced analytics: opinion mininsentiment analysis, topic modelling, socialnetwork analysis and trend analysis
Present•Summarize from the und
•Present the
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Basically, Social Media Data is nothian Action or a Reaction by a Social MeUser at any Point of Time on any Social MPlatform…
L t’ U d t d th S i l D t b tt
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Let’s Understand the Social Data better…
Quantitative Data:•
No. of Likes (fans)• No. of Followers
• No. of Page Views
• No. of Comments/ Likes / Shares on Posts
• No. of Re-tweets/ Favorites (Likes)
• No. of Brand Mentions
•
No. of Product Mentions• No. of Clicks on Links
• No. of Impressions
• No. of Reach
• Etc.
Qualitative Data:
•
Brand Perception (what pabout)
• Sentiment (tone of consum
• Topics/ Attributes associatBrand/ Product
• Influencers/ Advocates
• Audience Location Data• Audience Gender Data
• Audience Age Data
• Etc.
L t’ U d t d th S i l D t b tt ( td
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Let’s Understand the Social Data better (contd
Social Media ChannelPerformance Data
(happens on Owned Channels)
Social Media CoData
(happens on OwnedOthers Chan
H t C t thi D t ? ( td )
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How to Capture this Data? (contd.)
Social Media ChannelPerformance Data
(happens on Owned Channels)
Free Tool
How to Capture this Data? (contd )
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How to Capture this Data? (contd.)
Simple Steps:
• Keyword Identification
• Monitoring Process Set-up
• Listening Tool in place
Social Media CoData
(happens on OwnedOthers Chan
How to Capture? (contd )
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How to Capture? (contd.)
Social Media CoData
(happens on OwnedOthers Chan
Brand Mentions ProductMentions
[Keyword]
Mentions
Competitor
Mentions
Influencer
Mentions
How to Capture? (contd )
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How to Capture? (contd.)
Listening Tools
Social Media CoData
(happens on OwnedOthers Chan
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Now, I have social data in place…
What to do next?
Social Media Analytics Process B ANALYZE
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Social Media Analytics Process – B. ANALYZE
Capture •Gather Data from various sources•Pre-process the data
•Extract Pertinent information
Analyze
•Remove Noisy data
•Perform advanced analytics: opinionmining, sentiment analysis, topicmodelling, social network analysis and
trend analysis
Present•Summarize from the und
•Present the
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“Without analytics ,companies are blind and
deaf, wandering out onto
the Web like deer on afreeway.”
- Geoffrey Moore
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Now, Good News is that –
Every Social Platform has its Own Data
Analytics Feature to Help the Owner o
Pages/ Profiles…
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So, a message for Marketers –
Don’t wait, just Start Measuring…
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You might be thinking –
How?
Let’s first try to Define Objectives
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Understand my audience!
How are my customers using social media?Where are they participating?Do they interact with my competitors?What are they saying about me and my product
What is their activity level on each social netwoWho are the key influencers on each network?
Let s first try to Define Objectives…
Defining Objectives
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Understand my audience!
How are my customers using social media?Where are they participating?Do they interact with my companies?What are they saying about me and my product
What is their activity level on each social netwoWho are the key influencers on each network?
Defining Objectives…
The matured marketers Analyzeboth its own brands,competitors’ brands, Industry
as well as customer pains.
Basic Analysis of Social Media
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Basic Analysis of Social Media
• Conceptual Categorization and Identification of Consume
Marketing
efficiencyanalysis
Identificationof trends
Monitoof
competiIdentification
ofconceptualaudiences1
Identificationof consumermotivations2
In-Depth Analysis of Social Media
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In Depth Analysis of Social Media
Planning of
targetedmarketing
activities
Identificationof
“anchor”audiencesthat influence
sales
Precisepred
sa
1
2
Social Media Metrics (w.r.t. Business Goals)
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Social Media Metrics (w.r.t. Business Goals)
• Engagement
• Brand Recognition
• Reach
• Share-of-Voice
• Contribution to Sales
• Brand Loyalty
• Customer Suppo
Assessment
• Product Assessm
• Brand Sentiment
• Brand Advocates• Brand Trust
Engagement
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Engagement
To measure Engagement, measure
participation.
Engagement = Engage[Social Network] Interactions
Total Views
Engagement = Per Post EnPosts Likes + Comments + Shares
Total Posts
Share-of-Voice
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To measure Share of Voice compare bra
mentions to competitors.
S a e o o ce
Reach
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To measure Reach, compare audience
participation to your audience reach.
Facebook Page Insights (sample areas of analy
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g g ( p y
• Likes/ Unlikes
• Reach & Impressions
• Posts Performance
• Audience Behavior
• Audience Demographics
Twitter Profile Insights (sample areas of analys
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g ( p y
• Mentions
• Follows/ Unfollows
• Impressions
• Engagements
• Clicks
• Audience Demographics
Social Media Analytics Tools
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y
Social Media Analytics Process – C. PRESENT
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y
Capture•Gather Data from various sources
•Pre-process the data
•Extract Pertinent information
Analyze
•Remove Noisy data
•Perform advanced analytics: opinionmining, sentiment analysis, topicmodelling, social network analysis andtrend analysis
Present•Summarize andfrom the under
•Present the fin
•Use Visualizatio
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Why Presentation of Analysis is becoan Important aspect?
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Some of the Key Drivers:•
Increased focus on the Right Set of Metrics• Decision Makers are always on Mobiles/ iPad
• Growing Demand and Usage of Interactive CFindings
Data Visualization
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Data Visualization
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The concept of Data Visualization is to represent
Set of Data in a Meaningful Manner
Get Insights just by Looking into the PictureCharts!
Data Visualization Outcomes
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Social Network
Analysis
Key Influencer
Analysis
Reach Depth
Topics/ Attributes
Association
Audience
Strength
Impression
Depth
Affinity
Target
Sentim
Chan
Effectiv
Data Visualization Tools
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1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career Option
Broad Business Objectives
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Online Reputation
Management
Social CRM/ Customer
Analytics
Marketing Effectiveness Product Effectiveness
Sales/ Lead Gen Thought Leadership
Opportunity Assessment ROI (Campaign, Events, etc
Let’s Prioritize for B2B Clients…
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Online Reputation
Management
Social CRM/ Customer
Analytics
Marketing Effectiveness
Product Effectiveness
Sales/ Lead Gen
Thought Leadership
Opportunity Assessment
ROI (Campaign, Events, etc.)
1
2
3
4
And then for B2C Clients…
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Online Reputation
Management
Social CRM/ Customer
Analytics
Marketing Effectiveness
Product Effectiveness
Sales/ Lead Gen
Thought Leadership
Opportunity Assessmen
ROI (Campaign, Events, etc.)
1
2
3
4
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1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career Option
Industry Challenges
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• Maturity Level of End Users/ Decision Makers
• Social Data Extensiveness (language, platform, locat
• Text Analytics
• Regional Data Crisis
• Budget for Analytics & Reporting
Industry Outlook
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• Analytics & Reporting On-the-Go
• Building the Capability In-House
• Upselling of Social Media Analytics as-a-service
• Advanced Data Analytics through Statistical ModelinData Visualization
•
Social Media Analytics would be summed & presentetogether with Web and Mobile Analytics
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1. Social Media Trends, Channels and User Base in Ind
2. Social Media Analytics Overview & Evolution
3. Social Media Analytics Framework
4. Social Media Analytics for B2B and B2C Industries
5. Social Media Analytics Challenges & Outlook
6. Social Media Analytics – as a Career
Know your passion, know your strengths…
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Social Media
Data and
Numbers
Technology
Statistical
ModelingMarket
Research
Domain
Knowledge
Where to Work?
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Define Career with Choice…
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Large Enterprise
Companies
Data Analytics
Companies
BPOs
Tool Vendors/
Companies
Social Media
Agencies
KPOs
Industry
Specialist
E-Commer
Startups
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Thank You
Connect me at:
@BeingAnalytics
abu0022@gmail.com
9986367257