So in a nutshell. To convert big social data into smart social data you follow a five step process.In the first step, you clearly define your business objective so you know whether you need social media listening or social media monitoring.In the second step, you identify the “relevant” social media data.In the third step, you clean and preprocess this “relevant” social media data perhaps with .In the fourth step, you analyse your cleaned “relevant” social media data with your business objective in mind.In the fifth step, you validate your social media results.So, now you have smart social data!
From Big Social Data to Smart Social Data
Big Social Data From Big Data to Smart Data Prinzie Anitasolutions-2 Belgium www.solutions2.be +32(0)9 242 50 40Solutions-2 London www.solutions2.co.uk +44 (0)20 7608 9300
BUSINESS OBJECTIVELISTENING PURPOSE MONITORING PURPOSE RELEVANT DATA Who? Which platforms? Which conversations? How long?
WhoFit with business objective IPhone 5 UK launch success (Vision Critical) “Should we listen to FB conversations of people not wanting the IPhone 5?” Battery 8 3 44 65 Negative Neutral Positive 53 27 All Want IPhone 5 11
Who & Which platformsProfile on channel usage & engagement 15-24 25-34 35-54 55-99 Actively engaging on FB, Twitter, blogs?
Which conversationsFind the most relevant ones B2B Software Adoption Journey Focus groups with B2B customers Dictionary of typical actions during different phases of the software adoption process Scoring all Twitter/blog conversations on the software adoption phases. Software adoption journey-conversations 13
How long?Find relevant time window Natural time window ‘Enough conversations’ time window New product launch: 90 days before and after (Microsoft) 14
Validate social media results Denali The evolution of the Microsoft software adoption index did O365 follow known success/failure trends for past software launches. 21
BIG DATA Define business objective Identify relevant data Clean & preprocess Analyse with objective in mind Validate resultsSMART DATA
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References http://www.domo.com/blog/2012/06/how-much-data-is-created- every-minute/ Snyder, J. (2012), Enriching Social Data for Market Research Converseon, New MR Webinar, Social Media Research, October 9th 2012. Woolmer, J. (2012), Is it real? Using conventional research to validate and quantify social media findings, Vision Critical, New MR Webinar, Social Media Research, October 9th 2012. 24