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OurClientsGoals

CollectiveIntellect(CI)collaboratedwitha

client,whowasdesigningapitchforaspecific

alcoholicbeveragewithintheirproductgroup.

Othermoretraditionalresearchhadbeen

conducted,butourclientwasinterestedina

veryspecifictypeofanalysis,geo-targeting,that

wouldvalidatesomeoftheseinitialfindings.

Ourclientwantedtoisolateandcompareon-

topic,brandconversationsfromtheSanFrancisco/LosAngelesregiontothoseoccurring

intheNewYorkarea.Itwascriticalthatthe

conversationsincludedbeonlyfrommale

authors21andolder.

Results

CollectiveIntellectdevelopedatestable,

repeatableprocessforanalyzinganddiscoveringsocialmediaconversation,

representativeofaspecificgeographyanddemographic.Coupledwiththis

precisequantitativeinsight,ourexperiencedresearchersfoldedinadvanced

thematicandtruewhitespaceanalysiscombinedwithqualitativeresearchof

brandmentionswithinthetargetedgeo-group.

ProjectHighlights

GoalGeo-targeted

socialmedia

conversationsto

specificregionswithin

theUS,includingonly

conversationsfrom

consumersaged21+.

ResultsCreated

repeatableandprovengeo-specific,age-

appropriateanalytics

reporting,whichwas

usedtoaugment

traditionalresearchfor

marketingcampaigns.

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Resultsfromthisanalysiswereusedtocorroboratenewmessagingand

marketingefforts.

Ourclientsinternalprocesses,confirmingtheresultinganalysiscomplied

withminimumagedrinkinglaws,vettedtheageoftheauthorsandsources.

CollectiveIntellectwastheonlysocialmediaandtextanalyticscompanyable

toprovidedatatotheclientthatmettheirlegalrequirements;thisrepeatable

analyticsprocesswasproventoachieveover95%dataaccuracy.

HowCIApproachedtheProject

Workingwithourclient,CIfirstdeterminedwherealongthesocialmediamaturitycurvetheclientorganizationwaslocated.Together,weconcluded

thattheirinitialbusinessgoalscouldbemetbyapplyingacombinationof

SocialResearch&SocialCRM&Targetingmethodologyandtools.

Utilizingamulti-dimensionalanalysisthatblendsqualitativeandquantitative

research,CIwasable

toprovideourclienta

robustandaccurate

understandingofthe

consumerbehavior

landscapebothfroma

brandandproduct

perspective.

Byapplyingour

semantictechnology

toisolateandconfiguresocial

conversationsfrom

maleconsumersinSanFrancisco,LosAngelesandNewYork,CIwasableto

provideanalysiscomparingbrandmentionswithinaspecificage-

demographic.

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CIsanalysissurfacedsomeunexpectedconversations.MentionsofJay-Z

emergedbecausesomeofhissonglyricsreferencedourclientsbrandof

alcohol.RelyingonBooleanorkeywordtechnologyintheformofsimplenot

Jay-Zfilterstocleanthedatawouldhavebeenineffective.Conversations

includingthetermJay-Zwouldhavebeenremovedbutnotanyofthesong

lyricsunlesshisnamewasspecificallymentioned.Theresultingdatawould

nothavebeenasaccurateorcredibleandmayhavebeenmisleadinginits

interpretation.

CIssolutionaddressestheinaccuracyandbluntnessofkeywordsearch

throughtheuseoflatentsemanticanalysis(LSA).Byusingsemanticfilters,CI

isabletoisolateandcategorizecontentandselectconversationsbasedon

theirmeaning.Theresultingdataismorerelevantandpertinenttoaresearchquery,whichisacriticalcomponentofsocialbusinessintelligence.

SuggestedNextSteps

Asbusinessesmovealongthesocialmediamaturitycurve,their

understandingandintegrationofsocialmediadataevolves.Companiesatthe

SocialResearchphasearenotonlyactivelyengagedwiththeircustomersbut

arebeginningtoincludecustomerinputtohelpdriveproductdevelopment,

communications,activation,salesandstrategicpartnerships.

Socialdataprovidesrelevantcustomerinsightsthatcanhelpextend

traditionalCRMsystemswithonlineprofileorauthorinformation.We

recommendedtothisclientthattheynowbegintofullyintegratesocialmedia

dataforaugmentationwithinaCRMapplicationtofurtherrefineandextend

theirunderstandingoftheircustomerspreferencesandintentions.Social

CRMcancreateamoreinclusivecustomerdatapicture,marryingonlineand

offlineprofiledetails,tocreatemoreeffectiveandtailoredsocialtargeting.

Simplyput,youcancommunicatetherightmessage,fromtherightemployee,

totherightcustomerorprospect,attherightplaceandtimetoachievea

desiredconsumerresponse,associatedbehaviorandthusROI.

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OurSemanticMethodology

CollectiveIntellectusessemantictechnologybasedonLatentSemantic

Analysis(LSA)toexposelatentcontextual-meaningwithinalargebodyof

text.Sophisticatedlanguageprocessingisthecriticalfoundationfor

successfulsocialmediaanalysis.Accurateinsightsofconsumerconversations

thatarerepeatable,scalableandconsistentcanonlybeachievedusing

technologythatisabletocategorizeenormousvolumesofsocialmedia

conversationsforcustomerpreferences,intent,demographics,even

sentiment.

CIServices&ToolsUsedonProjectCIInsight-providesmulti-dimensionalanalysis,blendedqualitativeand

quantitativeanalysis,demographicsandpsychographicsanalysis,inan

integratedconsumerconversationanalyticalhub.

CILearn-supportsclientswithawidearrayoffullservice,customized

socialmediaresearchdeliverablesthatuncovervaluableinsightsinto

consumersunpromptedandunbiasedthoughts,opinions,considerationsandpreferencesthattheyexpressinsocialmediaconversations.

CIViewoffersamanagementdashboardwhichhighlightskey

performanceindicators,andtrackshoweffectivetheclient/agencyareat

influencingcustomerbehaviorandattitudesthroughmarketing,salesand

customersupportactivities.Itisacustomizabledataviewer,displaying

continuouslyupdatedandfullyanalyzedsocialmediaconversations.