abbas alidina @ abbasalidina abbasalidina.com
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Social Media Monitoring. Abbas Alidina @ AbbasAlidina AbbasAlidina.com. Why Measure Social Media?. Exercise: Understanding Customers. Why do customers interact with you on social media?. IBM Social Media Study. The Social Media Perception Gap. Social Monitoring and Social Analytics. - PowerPoint PPT PresentationTRANSCRIPT
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Why Measure Social Media?
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Exercise: Understanding Customers
Why do customers interact with you on social media?
1.
2.
3.
4.
5.
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IBM Social Media Study
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The Social Media Perception Gap
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Social Monitoring
and
Social Analytics
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Social Monitoring and Social Analytics
SocialMonitoring
SocialAnalytics
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Social Monitoring
SocialMonitoring
SocialAnalytics
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What Will We Cover?
About UsGrow Bigger Ears
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What Will We Cover?
About UsBig Data
BIG DATA
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What Will We Cover?
About UsBig Data
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The Social Consumer
We are now a society ofmulti-taskers
and multi-screeners
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The Social Consumer
Credit: Google report “The New Multiscreen World”
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Word of Mouth
Audiences with Audiences.
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The Conversation Prism
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Case Study: Airline on Twitter
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Identify Your Listening Posts
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Social Media Command Center
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5 Questions Social Monitoring Helps You
Answer
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1) Where Do People Talk About Us?
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2) What Do People Say About Us?
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3) What is the Market Perception of our Brand?
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3) What is the Market Perception?
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4) Is a Social Media Crisis About to Happen?
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4) Is a Social Media Crisis About to Happen?
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5) How Do We Compare to Competitors?
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What Should You Measure?
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Exercise: Social Monitoring
What Metrics/KPI’s should you measure in Social Monitoring?
1.
2.
3.
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Social Monitoring Metrics/KPI’s
You could measure the following:
• Number of mentions of your brand• By source• Over time• By location
• Sentiments• Positive, negative or neutral
• Share of voice• Your mentions vs. competitor mentions• Your sentiment vs. competitor sentiments
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Social Listening Tools(Sentiment Analysis: Text
Analytics)
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How Does It Work?
Sentiment Analysis: Text Analytics
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Google.com/Alerts
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Search.Twitter.com
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Socialmention.com
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Radian6
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Brandwatch
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Sysomos
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Social Listening Tools(Sentiment Analysis: NLP)
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How Does It Work?
Sentiment Analysis: Natural Language Processing (NLP)
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Crimson Hexagon
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Synthesio
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Social Listening Tools(Emotion)
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How Does It Work?
Emotion: a single message can carry many emotional signals.
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Kanjoya Crane
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Behavior Matrix
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About UsSocial Listening Considerations
• Most Social Listening Tools are based on Text Analytics (Radian 6, Brandwatch)
• Some tools use Natural Language Processing (Crimson Hexagon, Kanjoya Crane)
• Sentiment Analysis can be highly inaccurate, because it cannot understand emotions/sarcasm/etc. (The next wave of listening tools will include emotional analysis)
• Multilingual sentiment fails when there are multiple scripts (Pakistan: Urdu Script, Romanized Urdu, English, Pashto and Others)
Solution: Analyze sentiment manually in Excel!