Bootcamp presentation

Social Media Analytics- Beyond the tools

Aleksander M. StensbyMonitoring Social Media Bootcamp

March 2010

Presentation outline

What does your tool do?

The human element?

Real Life

•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?”

What does your tool do?

•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

•Without the HUMAN element and the use of experienced analysts... There are no simple button you can press to get THE ANSWER

The Human Element

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•The Data Universe

•The Brand Taxonomy

•The Category Taxonomy

•Concept mining, Location and Influencers

•BUZZ and Sentiment Measurement

•Customised integration with client’s key measurement systems

•In our experience, most big brands are not looking for TOOLS, they are looking for SOLUTIONS... We provide SOLUTIONS

Real Life

Raw dataShard 1

Integrasco WoM Portal 2.0

Raw dataShard 2

Raw dataShard 3

Raw dataShard 4

Raw dataShard 5

Raw dataShard 6

Raw dataShard m

Data Access Service

Search Index – Shard 1 Search Index – Shard 2 Search Index – Shard n

The Data Universe (1 of 2)

Raw dataShard 1

Raw dataShard 2

Raw dataShard 3

Raw dataShard 4

Raw dataShard 5

Raw dataShard 6

Raw dataShard m

Storage AgentsA1 A2 A3 A4

Buffer

CrawlersC1

C13

C2

C14

C3

C15

C4

C16

C5

C17

C6

C18

C7

C19

C8

C20

C9

C21

C10

C22

C11

C23

C12

C..

The Data Universe (2 of 2)

Concept Mining, Location and Influencers

Customer Services – Connectivity & CoveragePricing & Promotions – Handsets

Broadband & Wireless – Mobile Entertainment Services

17%

14%

11%

30%

18%

10%

BUZZ and Sentiment Measurement

•Brand Management & Measurement

•Reputation Management & Measurement

•Net Promoter Scoring (NPS)

•Other key measures

Customised integration with client’s key measurement systems

Delivering One Brand

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.

Buzz Awareness

The user engagement is evaluated by looking at conversation involvement in the different discussions, as well as influencer authority and drivers of the industry.

User Engagement

Sentiment Rating The sentiment rating covers brand popularity, customer satisfaction and perceived credibility through both automated sentiment analysis and manual qualitative analysis.

Brand Tracking

iPhone announced, January 10, 2007

iPhone launched

The iPod Touch is announced together with next generation Nano. The 4GB iPhone discontinued and 8GB price dropped

The iPhone 3G is announced on June 9, 2008

The iPhone SDK is announced alongside of exchange support and push-email

The iPhone 3G is launched on July 11, 2008

iPhone OS 3.0 previewed with copy/paste and MMS support

iPhone 3GS is announced on June 8, 2009 and launched together with OS 3.0 on the 17th of June

iPad is announced together with high expectations for a 4th gen iPhone

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

“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

What do our clients say about us?

”“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."

Anders Lindquist, DirectorHead Of Launch Project Office

Launch Support and Management

”Integrasco©2009. All rights reserved. Commercial in confidence.

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

Conclusion

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.

ContactThis 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.

Aleksander Stensby

[email protected]+47 412 28272

Neil Scaife


Lawrence Wintermeyer


mailto:[email protected]






Bootcamp presentation

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