Social Media Practice- SENTIpede TM

Social Media Practice- SENTIpedeTM

Social Media – Some facts! Over 4 billion hours of video are watched each month on YouTube – Youtube

Brands and organizations on Facebook receive 34,722 Likes every minute of the day.

100 terabytes of data uploaded daily to Facebook.

According to Twitter’s own research in early 2012, it sees roughly 175 million tweets

every day, and has more than 465 million accounts.

Some organisations have implemented the first stages of a social media engagement process, but they make the mistake of treating engagements as ad hoc. While over half of organizations monitor social media, only 23 per cent collect and analyse data. This means that most organizations do not keep records of interactions occurring on social media and do not keep social profiles for people they have engaged with. - Gartner

Word Of Caution

• Unlike traditional data, social data analytics can reflect in real-time consumer preferences, sentiment and intention.

• Personalized nature of social conversations makes it different from other types of data, which can be challenging and provides unique perspective on consumer behaviour

• Failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers -Gartner

• IDC Estimates that by 2020,business transactions on the internet- business-to-business and business-to-consumer – will reach 450 billion per day.

Why SENTIpedeTM

SENTIpedeTM is a dynamic, customizable and robust market intelligence solution that ensure swift response to online

opportunities and threats. It enables companies to:

“Listen” to what’s being said about your brand, service or company by millions of consumers online

Identify key metrics and establish benchmarks

Identify--and drive outreach--to influencers

Quickly uncover opportunities and spot threats

Proactively monitor, protect and promote your brand and organization--and your reputation

Evaluate the effectiveness of marketing campaigns

Executives and other directors who require a macro-look at their company’s positioning in the marketplace

Capturing Insights

• Key words• Social Media

Portals

Define

• Mentions• Blogs• Posts

Collect

• Demographics• Source• Events

Categorize

• Dashboards• Automated

Sentiment Score

Analyze and Report

Capturing Insights

A collaborative blend of man and machine SENTIpede™ adds Insights from unstructured media sources for structured research needs

Triad of Social Intelligence

Data Reporting

Process Information

Hidden Insights

• Aggregate data• Reach, Volume,

Clicks, Likes

• Targeted Metrics• Sentiments Analysis• Connecting Dots• % Change Trends

• Data Analytics• Pinpoint Strategic

Business Opportunities

Marketing Optimization

Customer care Opportunities

Capture Ideas & Unmet Needs

Situational Awareness

Real-time Monitoring

High Level Design

IPL Case Study

Overview

• India’s largest audience measurement analysis firm involved in measuring television viewership, advertising expenditure and PR Monitoring

• Lack of technical know-how and unpleasant experience with past vendors compelled the client to look for another partner who had the experience and the technology to capture social media buzz around IPL 2013

• Their primary need was to collect the data from social media, clean and filter the mentions for relevance, and report them in a format that could be merged with data from other media like print and television

• IPL is a huge event followed by the cricket crazy, net savvy nation. It is the Indian equivalent to the NFL playoffs and Super Bowl. Social media contributed to over 70% of the buzz and could not be ignored

• The Client is a pioneer in Audience measurement but it lacked an effective social media measurement and analysis capability.

Challenge

• Social media mentions had to be captured to analyze and estimate the popularity of the event and the hype it created

• The event and match sponsors also wanted to gauge the ROI on their activities

• Lack of technical know-how and unpleasant experience with past vendors compelled the client to look for another partner who had the experience and the technology to capture social media buzz around IPL 2013

• Their primary need was to collect real-time data from social media, clean and filter the mentions for relevance, and report them in a format that could be merged with data from other media like print and television

• Estimating the social buzz surrounding the matches and related events was a critical piece of the ROI equation

• The Client is a pioneer in Audience measurement but it lacked an effective social media measurement and analysis capability.

Solution Approach

Sample Infographic Report

Benefits

• Scalability – handling almost 10 million mentions within 2 weeks

• The flexibility to accommodate various combinations of key words

• Integration with iCAT™ for customized sentiment classification

• The output can be customized to integrate with client’s internal processes and platforms

• Accurate popularity measurement of the teams and players as expressed in social media

• Real-time data for real-time analysis with a flexibility to add keywords on the go.

• Customer Sentiment Mining in order to support marketing and sponsorship activities

www.datamatics.com

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