8/7/2019 Case Study: Social Media Analysis of a Community Message Board

1/3

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec

OurClientsGoals

CollectiveIntellect(CI)partneredwithaMedia&

Entertainmentcompany,toanalyzethemessage

boardsofitsonlinewomenscommunity.The

clientwantedtoensuretheireditorialand

marketingeffortsalignedwiththeinterestsand

topicsexpressedonthemessageboardbythe

community.

ResultsInsightssurfacedduringtheinitialanalysis

informedthecreationofanintegratedcampaign,

whichsupportedaspecificadvertising

opportunity.Ongoingcampaigntrackingofkey

indicatorsalertedtheclientofpotentialissues,

whichwerequicklycorrectedinthemarketing

effortandensuredthecampaignssuccess.

HowCIApproachedtheProject

Workingwithourclient,CIfirstdeterminedwherealongthesocialmedia

maturitycurvetheclientorganizationwaslocated.Together,weconcluded

thattheirinitialbusinessgoalscouldbemetbyapplyingacombinationof

ProjectHighlights

GoalUsingwhite

spaceanalysisona

communitymessage

board,CIwasableto

surfaceapotential

advertising

opportunity.

ResultsCI

researchinformedthecreationofan

integratedcampaign.

Ongoingcampaign

trackingassistedin

coursecorrection

andresultedina

successful

engagement.

8/7/2019 Case Study: Social Media Analysis of a Community Message Board

2/3

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec

SocialPresence&SocialResearchmethodologiesandtools.Using

CI:Insight,CollectiveIntellectusedwhitespaceanalysistodiscoveran

emergingtrendsurfacinginthediscussionsonthemessageboard.Thistrend

happenedtoperfectlyalignwithanadvertisersnewproduct.Basedonthese

findingsandincollaborationwithCollectiveIntellect,anintegrated

advertisingapproachwascreatedaroundthisnewproduct.

Toensurethesuccessof

thecampaign,Collective

IntellectusedCampaign

Tracking,tomonitorand

trackcustomer

responsestothemarketingeffort.After

thelaunch,CIsanalysis

uncoveredthatthe

campaignwasfaltering.

Thesocialmediainsights

revealedbythisanalysis,

expressedintruevoice

ofcustomer,werethenusedtomodifythecampaign.Ongoinguseof

CampaignTrackingmonitoredandtrackedthesuccessofthemodifiedand

improvedmarketingeffort.

SuggestedNextSteps

Asbusinessesmovealongthesocialmediamaturitycurve,their

understandingandintegrationofsocialmediadataevolves.Thesocialdata

usedinthisprojectprovidedrelevantcustomerinsightsthatcanhelpextend

traditionalCRMsystemswithonlineprofileorauthorinformation.Werecommendedtothisclientthattheynowbegintointegratesocialmediadata

intocampaignengagementstrategiestoensurethattherightpersonis

contactingtherightcustomerwiththemostappropriatemessage.

Socialmediamarketingandanalysisshouldbeaconinuousinteraction

betweentheclientanditsaudience,andautomated,ongoing,dashboarding

8/7/2019 Case Study: Social Media Analysis of a Community Message Board

3/3

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellec

allowsforconstantmeasurementprovidingtheopportunityforcourse

correctionandbestpractices.

OurSemanticMethodologyCollectiveIntellectusessemantictechnologybasedonLatentSemantic

Analysis(LSA)toexposelatentcontextual-meaningwithinalargebodyof

text.Sophisticatedlanguageprocessingisthecriticalfoundationfor

successfulsocialmediaanalysis.Accurateinsightsofconsumerconversations

thatarerepeatable,scalableandconsistentcanonlybeachievedusing

technologythatisabletocategorizeenormousvolumesofsocialmedia

conversationsforcustomerpreferences,intent,demographics,andsentiment.

CIServices&ToolsUsedonProject

CI:Insight-providesmulti-dimensionalanalysis,blendedqualitativeand

quantitativeanalysis,demographicsandpsychographicsanalysis,inan

integratedconsumerconversationanalyticalhub.

CI:Learn(i.e.CampaignTracking)-supportsclientswithawidearrayof

fullservice,customizedsocialmediaresearchdeliverablesthatuncover

valuableinsightsintoconsumersunpromptedandunbiasedthoughts,opinions,considerationsandpreferencesthattheyexpressinsocialmedia

conversations.