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.Page 14
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
[email protected]+44 7768 446870
Lawrence Wintermeyer
[email protected]+47 954 94000
Integrasco©2009. All rights reserved. Commercial in confidence.s.17
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