Sample Social media analysis/Report
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Sample Social media analysis/Report

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Social media management consists of various well planned steps,Monitoring or Report generation is one of the most important part of them,as it delivers powerful insights about how well your brand is ...

Social media management consists of various well planned steps,Monitoring or Report generation is one of the most important part of them,as it delivers powerful insights about how well your brand is doing out there in Social media and what are the loose ends that you need to tight.This a sample social media report.Social media monitoring,

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Sample Social media analysis/Report Sample Social media analysis/Report Presentation Transcript

  • 1
  • Dixons Retail plc is one of the largest British consumer electronics retailers in Europe. The company operates Currys, Currys Digital, PC World, Dixons Travel and Electro World stores along with many other brands across Europe. Facebook Report on Currys PC World (1st April, 2013 – 15th April, 2013) 2
  • Process Followed Using HCL’s social media enabling platform Socialytics, data from Currys PC World Facebook page was collected for the period 1st April, 2013 – 15th April, 2013. Alchemy Application Program Interface (API) was used to carry out sentiment analysis of all customer posts and comments. Sentiments were manually validated as well. Customer communications were also classified on Currys PC World specific parameters using Taxonomy designed for Currys PC World and machine learning algorithms. Social traffic data was used to compute and compare community engagement index for Currys PC World Facebook wall. In conjunction with coding information, an in depth analysis of engagement effectiveness was carried out. Customer information was used to build customer profiles. to a specific Customer segments based on their interests. 3
  • Glossary Host: Currys PC World is referred to as the Host. Fan: All user of Currys PC World on Facebook are referred to as Fans. Community Size: Number of followers on Facebook. Likes on Host Posts: The number of likes received on Currys PC World posts on Facebook. Comments on Host Posts: The number of comments received on Currys PC World posts on Facebook. Fan Comments: Comments by fans. Comments on User posts: The number of comments received on a post by a Fan. Likes on user posts: The number of likes received on a post by a Fan. Activity: Any post, comment or like on Facebook will be considered an activity. Popularity: Number of likes and comments received on Facebook. Positive Sentiment: Any post/comment on Facebook that has a positive sentiment behind it, such as compliments Negative Sentiment: Any post/comment on Facebook that has a negative sentiment behind it, such as complaints. Neutral Sentiment: Any post/comment on Facebook that has a neutral sentiment behind it, such as Inquiries and Suggestions. Content Related Response: Users Responses on content posted by Currys PC World . Function: Classification of content includes from both Currys PC World & Currys PC World MGMT. Product & Service: Further Classification of Functions. Currys PC World function covers Product & Service of the company like Overall Products, Bags, Moby Wraps, Ergo etc. and Management side covers Customer Service, Advertising / Marketing, Website , Real Estate etc. General Comment – These are comments that are usually passing comments or the irrelevant comments that have no direct link to the management or the services provided by the company. Discussion Topic: Core topics of discussion. 4
  • Social Media Optimization Section I: Social Media Optimization Competitive Analysis of various Retail companies • Next slides will show the competitive analysis of basic Facebook engagement activities for various Retail Companies. • For a time period of 30 Days, from 24th March, 2013 to 23rd April, 2013 data was extracted from their respective Facebook walls and compared with each other. • This provides a broader view of each of their engagement activities on Facebook, how they choose to interact with their fan base and what response does that generate. From the analysis we are able to gain some perspective as to whether or not they are able to keep their fan base engaged. • With Social media, PRESENCE is not enough, ENGAGEMENT matters. 5
  • Facebook-Engagement Overview 24th March, 2013 to 23rd April, 2013 6
  • Facebook-Engagement Observations 24th March, 2013 to 23rd April, 2013 Community Size 20,000,000 15,000,000 10,000,000 Community Size 5,000,000 0 Amazon.com Asda John Lewis Argos Currys PC World Jessops 300000 200000 Host posts 100000 Likes 0 Amazon.com Asda John Lewis Argos Currys PC World Jessops 2000 1500 1000 500 0 Comments User posts Likes Amazon.com Asda John Lewis Argos Currys PC World Jessops Comments 7
  • Facebook-Community Engagement Index 24th March, 2013 to 23rd April, 2013 • Community Engagement Index indicates the level of activity post per 10k fans. This indicates the level of engagement of the community. • The List is in the order of community size. • Posts indicates the activity from Host. • Maximum activity indicates the activity level from the Users’ side. • Asda has the highest Community Engagement. 8
  • Overall Traffic Section II & III: Social Media Monitoring & Corporate Dashboard 1st April, 2013 – 15th April, 2013 Under Currys PC World Facebook Wall , Currys PC World posted 24 Posts and commented 100 times of fans queries. On the Other side fans posted 85 posts & Currys PC World generated 394 comments by engaging their fans. 9
  • Overall Traffic by Date There were significant spikes in consumer comments on 8th April, 2013 12th April, 2013 13th April, 2013 14th April, 2013 15th April, 2013 10
  • Overall Traffic Peak Days For 12th , 13th & 15th April,2013 Following were the days with peak traffic. There was a significant rise in User comments due following mentioned Posts For 8th April,2013 11
  • Overall Traffic Peak Days Below posts is the reason behind the variation in the traffic of users on 14th April,2013. This is a good way to keep users active on their Facebook wall For 14th April,2013 12
  • Currys PC World Facebook Sentiment Analysis 1st April, 2013 to 15th April, 2013 Currys PC World Facebook Sentiment Analysis 111 of total comments had a Neutral sentiment 296 of total comments had a Positive sentiment 72 of total comments had a Negative sentiment 13
  • Function Function Dixons MGMT Currys PC World This Function includes the content that is directly routed to the Management and the core working of the company for example: This Function indicates the main comments related to the products & Services provided by the company. For example: Customer Service, Advertising / Marketing, Website , Real Estate etc. Overall Products like HH Appliances, TV, DVD & BLU-Ray, Cameras etc. 14
  • Function Analysis • Dixons MGMT has received total of 299 Content Related Responses, 104 Complaints, 15 inquiries, 7 Compliments and 1 general content posted by fans. • On the other side Currys PC World function received 8 complaints, 6 inquiries and 3 Product Request. 15
  • Dixons MGMT This Function includes the content that is directly routed to the Management and the core working of the company for example: Customer Service, Advertising / Marketing, Website , Real Estate etc. 16
  • Dixons Management - Top Categories Top Sentiments for the Dixons MGMT function that include Corporate, Store and Online Services. Corporate is further categorized into different Sub-Categories like Advertising / Marketing, Customer Care and Delivery etc along with discussion topics. Analysis as follows-- 17
  • Corporate - Advertising / Marketing Top Sentiments for the Corporate - Advertising / Marketing category along with discussion topics; basically, these are content related responses received against Currys PC World Posts. Snapshots as follows-- 18
  • Snap shots by Advertising / Marketing Positive comment received on above Currys Post 19
  • Snap shots by Advertising / Marketing Negative comment received on above Currys Post 20
  • Snap shots by Advertising / Marketing Positive comment received on above Currys Post 21
  • Snap shots by Advertising / Marketing Negative Sentiments on Sweeps and Promos 22
  • Corporate – Customer Care Top Sentiments for the Corporate – Customer Care category along with discussion topics like customer care efficiency and various other inquiries that should route through customer care department. Snapshots as follows-- 23
  • Snap shots by Customer Care Customer Care Negative & Neutral Comment examples 24
  • Corporate – Delivery (Online / Store) Top Sentiments for the Corporate – Delivery category along with discussion topics like canceled Order (online or at Store), Product Damaged complaints and concerns related to on-time delivery of products. Snapshots as follows-- 25
  • Delivery related Negative Comment examples Snap shots by Delivery 26
  • Corporate – Overall / Refund & Replacement Above graph shows the negative sentiments of fans overall experience and complaint related to product refund and replacement. Snapshots as follows-- 27
  • Snap shots by Overall / Refund & Replacement Concerns Negative sentiment examples 28
  • Corporate – Online Services Above graph shows the sentiments of fans about customer care experience, On-time deliveries and the performance of Currys PC World website. Snapshots as follows-- 29
  • Snap shots by Online Services Negative sentiment examples 30
  • Store Wise Sentiments Above graph shows the negative sentiments by Store Locations where Worcestershire received maximum negative comments. Cont…- 31
  • Store Wise Sentiments 32
  • Currys PC World This Function indicates the main comments related to the products & Services provided by the company. For example: Overall Products like HH Appliances, TV, DVD & BLU-Ray, Cameras etc. 33
  • Currys PC World - Discussion Topics & Sentiments In the above graph, Top Sentiments and Discussion topics for the Currys PC World Function that include products and Services concerns like Pricing Product Quality and Product Selection i.e. varieties of product with appropriate stock. Snapshots as follows-- 34
  • Snap shots by Currys PC World Top Categories Negative sentiment examples 35
  • Snap shots by Currys PC World Top Categories Negative & Neutral sentiment examples 36
  • Personalization Section IV: Profiling Personalization in a business-to-business setting, or a business-to-consumer setting, is the accommodation of one another for the continued existence of a satisfactory working relationship. The Social media experience can be personalized via Customer Profiling and Individual Targeting. 37
  • Top Influencers by Activity • • • Yellow lines in the chart above show the user activity while the blue bars represent the user popularity. Popularity is measured by the number of likes and comments users received on their posts and comments Jo Whitworth was most active from 1st April, 2013 – 15th April, 2013. Next active user was Lily Pawley. 38
  • Top Influencers by Popularity • • • Yellow lines in the chart above show the user activity while the blue bars represent the user popularity. Popularity is measured by the number of likes and comments users received on their posts and comments Lily Pawley was most popular from 1st April, 2013 – 15th April, 2013. Next popular user was Jo Whitworth. 39
  • It gives an overall look over Currys PC’s Fan Demographics
  • Overall Twitter
  • Distribution of Followers-Twitter
  • Twitter Followers activity analysis
  • Most active Hours for Currys pc world
  • Summary Social media has proved to be beneficial for organizations and everyday hundreds of social media campaigns to attract and retain new and existing customers are being launched. Appropriate monitoring and well-timed responses to customer queries can turn the entire social media experience around for the customers as well as the organization. Social Media monitoring in fact, acts as a Risk Management tool, enabling the timely response to recover any threats posed to reputation. Any organization with an online presence needs to monitor social media channels. Everyday thousands of people are talking about your organization and it is important to be a part of the conversation as a proactive measure. It is also a feedback system, which helps in understanding the shortcomings of various facilities, marketing strategies, and customer service. A tool such as Socialytics can pick up unstructured user generated data and convert it into reports, leading to improvement and maintenance of stronger customer relations and better brand equity. For more information please contact: hclb.SocialMediaCOE@hcl.com 45