Abbas AbbasAlidina.com Social Media Monitoring.

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Presentation transcript:

Abbas AbbasAlidina.com Social Media Monitoring

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

Social Monitoring and Social Analytics Social Monitoring Social Analytics

Social Monitoring Social Monitoring Social Analytics

What Will We Cover? About Us Grow Bigger Ears

What Will We Cover? About Us Big Data BIG DATA

What Will We Cover? About Us Big Data

The Social Consumer We are now a society of multi-taskers and multi-screeners

The Social Consumer Credit: Google report “The New Multiscreen World”

Word of Mouth Audiences with Audiences.

The Conversation Prism

Case Study: Airline on Twitter

Identify Your Listening Posts

Social Media Command Center

5 Questions Social Monitoring Helps You Answer

1) Where Do People Talk About Us?

2) What Do People Say About Us?

3) What is the Market Perception of our Brand?

3) What is the Market Perception?

4) Is a Social Media Crisis About to Happen?

5) How Do We Compare to Competitors?

What Should You Measure?

Exercise: Social Monitoring What Metrics/KPI’s should you measure in Social Monitoring?

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

Social Listening Tools (Sentiment Analysis: Text Analytics)

How Does It Work? Sentiment Analysis: Text Analytics

Google.com/Alerts

Search.Twitter.com

Socialmention.com

Radian6

Brandwatch

Sysomos

Social Listening Tools (Sentiment Analysis: NLP)

How Does It Work? Sentiment Analysis: Natural Language Processing (NLP)

Crimson Hexagon

Synthesio

Social Listening Tools (Emotion)

How Does It Work? Emotion: a single message can carry many emotional signals.

Kanjoya Crane

Behavior Matrix

About Us Social 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!