facebook analytics presentation
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Extracting Business Insights from the World's Largest Social NetworkTRANSCRIPT
Facebook Analytics: Extracting Business Insights from the World's Largest Social Network
Attensity Webinar Series
With James Purchase, Senior Director of Industry Solutions, Attensity
#AttensityWebinar
Short introduction to Attensity
Why Facebook (Comment) Analytics?
Part of a Multi-Channel Customer Analytics and Engagement Solution
Overview of Attensity’s Facebook Analytics Module
Facebook Use Case 1 – Analysis of comments on formal statement regarding Capital One acquiring ING Direct USA
Facebook Use Case 2 – Analysis of comments on T-Mobile’s Ad Campaign
Facebook Use Case 3 – Analysis of comments regarding Sprint’s CSAT
Facebook Use Case 4 – Analysis of comments from an Adhoc survey for Hyatt aimed at Premium customer
Summary & Conclusions
Q&A
Agenda
About Attensity
10+ years of experience in Text Analytics/CEM
7 patents in natural language processing
500+ installations worldwide
World’s largest NLP development group
Help the world’s leading brands leverage
customer conversations as a business asset. No matter where they take place: social media • blogs • surveys • call center notes • review sites • emails • more
We Work with the World’s Leading Brands
Customer Service
BI Text Analytics VOC
SCRM
Why Facebook Analytics?
The largest, most visited network in the world: 750 million users worldwide
Source: Hubspot
Brand & Reputation Management:
Intercept complaints & issues
Track and encourage engagement with key influencers
Launch and monitor Campaigns
Identify Product Quality Issues
Solicit Product/Service feedback: Forum & Survey management, an all-in-one vehicle
Increase Customer Satisfaction: deliver a rich ownership experience with transparency
Prevent Churn:
Identify intent to churn and engage
SMS messages annually
Acquire New Customers:
Monitor competitor conversations for intent to churn, issues, negative sentiment, etc.
Easy to Use UI: drag and drop to create your own dashboards
Over 100 OOB Reports and Dashboards help jumpstart projects and answer the most common questions
Point and Click Report Wizard: create your own reports, in just a few clicks
Advanced Analytics: Identify emerging issues and trends via hotspotting
Industry solutions for rapid customization
Facebook Analytics Module Part of Attensity Analyze 6.0
The First Text Analytics Solution Designed for Business Users
Part of a Multi-Channel Customer Experience Management Strategy
Listen, Analyze, Relate, and Act on Multi-Channel Customer Conversations
ATTENSITY CUSTOMER EXPERIENCE MANAGEMENT SUITE
Attensity analyzes text across multiple channels!
Use Case 1: What do ING fans think of Capital One’s acquisition of ING?
Relatively high levels of “comment engagement” (Like).
By going “Beyond Sentiment” Attensity can uncover detailed concerns, questions, recommendations
Use Case 1: Identifying Customer Questions and Concerns
Ing Direct Customers are particularly concerned about the impact of the
acquisition to the “Sharebuilder”, hence a message to Capital One that this is a key asset . Change will need to be managed
delicately…. Ing Brand image is strong with their
customers!! How can it be retained within Capital One?
Use Case 1: Analyzing Customer Intent to Churn
It is not all bad news. A good number of customers will stay conditionally!!
Most Negative sentiment is extreme around customer churn/attrition
Use Case 1: Analyzing Why Customers Might NOT Churn
Are any of those churn threats tempered with positive sentiment
around conditionally staying?
Use Case 1: Drag and Drop Categorization
What about if we wanted to reassign or combine categories?
Easy! Drag and drop all on-the-fly!
Easy to Use Reporting Wizard Lets You Create Analytics on the Fly
Attensity Guides You Through the Process
Easily Customizable with 100s of Templates
Use Case 2: Analyzing T-Mobile’s Facebook Ad Campaign
The Average Comment “Like” is around 1 for Telcos based on some initial research. This campaign resulted
in average comment like of 2.3!...So what was said?
Clearly there is overwhelmingly negative sentiment Most Negativity relates to “not caring about the
dress” and bad feeling towards the possible merger with AT&T
If the campaign goal was to engage about 1% of its fans in in the Dress Debate then it
was successful!
An Ad Campaign was launched on August 31st on T-Mobile Facebook Wall.
If the campaign was striving to provide brand imagery around friendly, attractive service then it
succeeded!
Use Case 2: Analyzing T-Mobile’s Facebook App vs Wall Comments
More on-point content is found by looking at the Facebook app comments tied to this particular
campaign. Such content can also be analyzed by Attensity!
Our Tag Cloud visually represents the more detailed Issues particularly around the
Website being “slow” and “hard to access”
Use Case 2: Analyzing T-Mobile Campaign Sentiment
Each spike represents a touchpoint in the Ad Campaign
At the launch of the Ad campaign there is quite a lot of Negativity
With each subsequent touchpoint there is relatively more negativity. The number of
Post Likes decline over time…
Use Case 3: Measuring Customer Satisfaction in Telcos Sprint is promoting their award-wining levels of Customer Service and ask their
customer within Facebook how they can continue to improve their experience
There is a relatively low level of engagement.
For some, the extra $10 a month that customers pay for the data plan is
associated with 4G…this is seen consistently across many FB comments
Loyalty Reward programs are requested across the entire Telco industry
Use Case 3: Gain Valuable Insight into What Customers Want Loyalty Reward programs are requested
across the entire Telco industry
Defined by likes of 1-6. Well Liked is defined as 7-9
Customers are pleased with service …
Use Case 3: Analyze Facebook Sentiment Across Competitors
T-Mobiles Facebook “Page Likes” high…
…but relatively higher Negative sentiment!
Use Case 4: Improving Service based on Facebook feedback
Different check-in process request for Diamond members
How to Set up Facebook Extractions
Point to the Facebook Profile, eg www.facebook.com/tmobile
Point to the Facebook Profile, eg www.facebook.com/tmobile
These are the Facebook Post fields coming through. The Post Label can be edited for
a summary description
Here you select the Business Domain
These are the Facebook Comment fields coming through. They can be edited for a
more business-friendly description Give the extraction a name and you are ready!
Summary & Conclusions
Facebook is an important channel for customer analytics and engagement
Over 750 million users worldwide, the world’s largest social network
A key component of your multi-channel Voice of the Customer strategy
Attensity Facebook Analytics: now available with Analyze 6.0
Easy to Use UI for Analyzing Customer Sentiment and
Detailed Analytics Capabilities that goes beyond Sentiment
Business Benefits of Facebook Analytics:
Gain Competitive Insights
Prevent Churn, and Win New Customers
Better Brand & Reputation Management
Fast, Insightful Feedback on Marketing Campaigns
Valuable Product Quality & Feedback
More Targeted Customer Engagement
Industry Solutions get you up and running quickly
Attensity has a strong Business Solutions department that would like to partner with you!
Email: [email protected]
Contact Attensity www.attensity.com Toll Free: (800) 721-0560 Email: [email protected] Follow us on Twitter: @Attensity http://twitter.com/attensity Attensity in 2 minutes on YouTube http://bit.ly/attensityrespond
Upcoming & Archived Webinars
http://bit.ly/Attensity_Webinars
Questions for James?
Interested in a Facebook Analytics Trial?
Email: [email protected]