Social Media Analytics 1 Social Media Analytics Ahmed Abbasi University of Virginia 1 Outline Social Media Overview Social Media for Communication and Collaboration Social Media Analytics Application areas Challenges Social Media for Engagement 2
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Social Media Analytics
1
Social Media Analytics
Ahmed Abbasi
University of Virginia
1
Outline
� Social Media Overview
� Social Media for Communication and Collaboration
� Social Media Analytics
� Application areas
� Challenges
� Social Media for Engagement2
Social Media Analytics
2
Social Media
� Socialnomics video:
3
The Social
Ecosystem
4
Collaboration
Analytics
Engagement
Source: Forrester Research
Social Media Analytics
3
SOCIAL MEDIA FOR
COMMUNICATION AND
COLLABORATION
5
Communication and Collaboration:
Social Media Usage
Source: McKinsey Quarterly 2012
Social Media Analytics
4
Communication and Collaboration:
Benefits for Internal Use
7
Source: McKinsey Quarterly 2012
Communication and Collaboration:
Alternative to Email?
� French company Atos to ban internal email usage.
� Statistics:
� 200 emails per employee, per day
� 10% are useful
� 18% are spam
� Exploring other tools, including social media
8
Source: ABC News, 2011
Social Media Analytics
5
Communication and Collaboration:
Challenges
� Social media management policies
� Security
� Usage
� 75% of employees use social media to stay in touch with friends
� Technology portfolio management
� On average, 6 social media tools
� Some using 25+ tools!
� Unified communication (UC) 9
SOCIAL MEDIA ANALYTICS
10
Social Media Analytics
6
Social Media Analytics Definition
�Technology used to monitor, measure, and analyze activity by users of the Web 2.0 framework to provide information to make business decisions.
� According to a 2011 Bloomberg Businessweek Survey:
� Differences in time of warning for various drugs of the same class
� Social Media may provide early warning…
31
Social Media for Early Warnings: ADRs
32
s
v
u
Time t
Time t
Time t
FDA 0
Approval
FDA 1
Black Box
Change1
FDA 2
Black Box
Change2
FDA 3
Withdrawal
Sentiments
S(t)
Volume
V(t)
Search Query
U(t)
0
0
0
Social Media Analytics
17
Social Media for Early Warnings: ADRs
33
Social Media for Early Warnings: ADRs
34
Social Media Analytics
18
Social Media Analytics: Tiger Case
� Why did Nike maintain its relationship with Tiger Woods?
� Why did Accenture part with Tiger Woods?
� Answer: Social Media Analytics
35
Social Media Analytics: Tiger Case
� Sentiment for Tiger Woods before and after scandal
� Combined from Twitter, blogs, forums, social networking sites, etc.
36
Source: Xenophon Strategies, 2010
Social Media Analytics
19
Social Media Analytics: Tiger Case
� Discussion keywords in Tiger conversations post scandal
� 4% - 7% of the postings mention a sponsor
37
Source: Xenophon Strategies, 2010
Social Media Analytics: Tiger Case
� Far greater reference to Tiger in Accenture conversations than Nike
38
Source: Xenophon Strategies, 2010
Social Media Analytics
20
Social Media Analytics: Tiger Case
� Sentiment for Accenture within Tiger Woods conversations
39
Source: Xenophon Strategies, 2010
Social Media Analytics: Tiger Case
� Sentiment for Accenture within Tiger Woods conversations after cutting ties with Tiger
40
Source: Xenophon Strategies, 2010
Social Media Analytics
21
Social Media Analytics: Tiger Case
� Sentiment for Nike within Tiger Woods conversations
41
Source: Xenophon Strategies, 2010
Social Media Analytics: Tiger Case
� 2010 CMU study on Economic Impact of Nike sticking with Tiger:
� $1.6 million higher revenue in golf ball sales alone (in 2010) due to sustained relationship
� “Tiger’s continued endorsement profitable for Nike, but perhaps not for non-golf related products”
42
Social Media Analytics
22
SOCIAL MEDIA ANALYTICS:
CHALLENGES
43
Challenges: Spam
� Webpages (web spam) – 20%
� Our research: 70%-80% of the top 100 Google search results for “online pharmacy” in 2009-2011 were spam.
� Blog spam (splogs) – 12%
� User-generated comments to blogs > 50%
� Some studies report rates as high as 90%!
� Twitter – between 5% and 10%
� Our research: varies, depending on topic44
Sources: Akismet 2012; Websense 2010; Choi et al. 2011
Social Media Analytics
23
Challenges: Spam – Websites and Blogs
45
Source: Abbasi et al. 2012
Challenges: Spam - Reviews
46
Sources: Ott et al. 2012
Social Media Analytics
24
Challenges: Spam - Detection
� Spam Cues:
� Lengthier
� Higher average word length
� More descriptive and vivid
47
Sources: Ntoulas et al. 2006; Ott et al. 2011
Challenges: Sentiment Accuracy
� Analyzed performance of several SaaSopinion mining options:
� Found that many of the tools had overall accuracies as low as:
� 42% for sentiment polarity classification
� 75% for within-one accuracy
� In comparison, baseline ML methods:
� 73% for sentiment polarity classification
� 98% for within-one accuracy48
Social Media Analytics
25
Challenges: Context…the “why”
� According to the 2011 Gartner Hype Cycle:
� Existing text and social media analytics tools tend to focus on the semantic dimension of language: what people are saying.
� While using such tools organizations have difficulty understanding discussion context and participants’ actions and underlying intentions.
49
Sources: Gartner 2011
Challenges: Context…the “why”
� A Text Analytics Framework for Sense-making
50
Social Media Analytics
26
Challenges: Context…the “why”
51
Manufacturers can develop new products.
Try to develop new products. But I think that manufacturers must invest funds to do academic research.
What new product we can try?
We can try to develop new flavors of products
The research and development cannot be finished in one or two day. Now it must face surplus.
New products with health care function
We can develop different products according to different consumer groups. Such as tea with health function
Currently, milk tea is popular. We can produce more milk tea.
Packaging milk tea seems impossible.
If developed milk tea poured many times, it might attract more customers.
In consider of sales, we can think about seller, promotion mode, brand culture and propaganda.
Yeah, manufacturers cannot bear the cost of research and development.
Training and recruiting the marketing person,For sales Jumping to a big sale can be effective?
Tea bag can be poured repeatly?
I think milk tea can be poured repeatly hasn't any practical implication.?big sale will lose money
Making some promotional activities.
building the brand concept is pretty important. I think there no famous band in tea bag market.
So, we can create our brand though donation.
we can find some famous spokesmen.
We heard people donate quilt and tents, but didn't hear donating tea bag. Donation CANNOT promote the brand.
what kind of spokesperson will contribute to propaganda of tea bag?
Spokesperson with positive image and effect is very important. So, they can play good publicity effect?How to deal with excess productivity How about outsourcing?
Big sale is not appropriate. We need to make money and this sales model is failure.
Outsourcing the excess productivity.
Too much inventory will waste the charges of the stock. Sales might let more consumers to know our brand.
Outsourcing is work for others and brings in a little labor cost. It just reuse the excess productivity.
Who is outsourcer?
And then other people generate bias to our brand. It is CANNOT change such bad impression.
Once our brand sold very cheaply, it is hard to rise in price.
So, it cannot make such big sales. This pattern will hurt the brand building.
Well, yeah, let's think about the others marketing strategy.
Discussion: Tea bag manufacturer's dilemmaThen the development of new product has certain theory and factual basis.
to older man, slimming tea to young woman, and packaging milk tea.
Discussion: Tea bag manufacturer's dilemma☆☆☆☆ Manufacturers can develop new products.
Try to develop new products. But I think that manufacturers must invest funds to do academic research.
? What new product we can try?☆☆☆☆ New products with health care function☆☆☆☆We can try to develop new flavors of products
The research and development cannot be finished in one or two day. Now it must face surplus.
yeah, manufacturers cannot bear the cost of research and development.☆☆☆☆ We can develop different products according to different consumer groups. Such as tea with health function☆☆☆☆Currently, milk tea is popular. We can produce more milk tea.
Packaging milk tea seems impossible.
?Tea bag can be poured repeatedly?☆☆☆☆If developed milk tea poured many times, it might attract more customers.
I think milk tea can be poured repeatedly hasn't any practical implication.☆☆☆☆ In consider of sales, we can think about sale, promotion mode, brand culture and propaganda.☆☆☆☆ Training and recruiting the marketing person☆☆☆☆ ,For sales Jumping to a big sale can be effective
? ?Big sale will lose money
Big sale is not appropriate. We need to make money and this sales model is failure.☆☆☆☆Making some promotional activities.
Building the brand concept is pretty important. I think there no famous band in tea bag market.☆☆☆☆ So, we can create our brand though donation.
We heard people donate quilt and tents, but didn't heard donating tea bag. ☆☆☆☆ So, we can create our brand though donation
? What kind of spokesperson will contribute to propaganda of tea bag?
Spokesperson with positive image and effect is very important. So, they can play good publicity effect☆☆☆☆ Too much inventory will waste the charges of the stock. Sales might let more consumers to know our brand.
And then other people generate bias to our brand. It is CANNOT change such bad impression.
Once our brand sold very cheaply, it is hard to rise in price.
So, it cannot make such big sales. This pattern will hurt the brand building.
Well, yeah, let's think about the others marketing strategy.
? ?How to deal with excess productivity How about outsourcing?☆☆☆☆ Outsourcing the excess productivity.
Outsourcing is work for others and bring in a little labor cost. it just reuse the excess productivity.
? Who is outsourcer?
Then the development of new product has certain theory and factual basis.
to older man, slimming tea to young woman, and packaging milk tea.
Donation CANNOT promote the brand.
SOCIAL MEDIA FOR
CUSTOMER ENGAGEMENT
52
Social Media Analytics
27
Social Media Sources and Control
53
Source: Foresee 2010
Online Social Media Usage
� A 2010 study of 99 franchisors’ web presence revealed:
54
Source: One Up Web 2010
Social Media Analytics
28
Online Social Media Usage
55
Source: One Up Web 2010
The Conversion Funnel: e-Tailer
56
Social Media Analytics
29
The Conversion Funnel: Social Media
57
Source: Peter Chang, http://webpersonas.blogspot.com/2011/01/deep-dive-into-social-media-conversion.html