In the last couple of years, a complete new business area has arisen to help brands deal with the new communication paradigm in which each individual is a potential mass communicator and influencer through social media. This area is called social media monitoring and analytics and while it is changing the way market research has been done so far, it poses new problems concerning the high volume of information, challenges in the analysis of subjective and disperse data and the requirement of better visualization techniques. Even though hundreds of tools and processes have been created to monitor and analyse social media data, it may be suggested that none of them has truly been able to allow the mass analysis of high volumes of data in a reasonable amount of time. That´s why we decided to focus our efforts in developing sophisticated algorithms to automatically detect the most important conversations using clustering techniques and a methodology to score those conversations, providing more precise metrics and better reasoning on social media data. In addition, we noticed that it is equally important to display the insights gathered in an intuitive manner, using visualizations techniques for clearer translation of data into context. It will be shown how to diminish the time required for analysis considerably using clustering techniques, while delivering better metrics and contextualization. Metrics like sentiment, reach and influence will be exposed in an innovative way, in which clusters are analyzed and have different weights. It will also be shown how these clustering techniques, along with other mathematical tools for processing social media data, should lay ground to the next generation of social media analysis, brand valuation and market research.

1. Advances in Social
Media Listening
Braulio Medina
Mathematician (PUC-RIO - TU Darmstadt)
Co-founder of Vortio.com.br
@bmedinadias
Facebook.com/webmining
brauliomedina@vortio.com

2. ‘
How can we compare brands?
Cold Metrics Warm Metrics
‣‣Market value
Market value Sentiment
‣‣Sentiment
‣‣Market share
Market share ‣‣Emotional bonding
Emotional bonding
Revenue
‣‣Revenue ‣‣Target relevance
Target relevance
Profit
‣‣Profit Sustainability
‣‣Sustainability
Price
‣‣Price Awareness
‣‣Awareness
Measure Measure
Numbers Opinions

3. ‘
What changed with social media?
It allows us to understand the opinion of
the crowd almost instantaneously
What is wrong with social media measurement?
We are approaching it as a cold metric problem

4. Heineken X Budweiser (15-28 february)
Distribution of Twitter mentions about these brands
‣ 91K mentions 26.5K 55K ‣ 77K mentions
12.4K 1.9K
8.5K 1.7K
1.8K 1.6K
‣ USA 15% ‣ USA 58%
‣ Brazil 13% 0.9K 0.3K ‣ Canada 11%
‣ Turkey 7% ‣ UK 5%
‣ Spain 6% ‣ Brazil 4%
Data obtained from ubervu.com
‣ Netherlands 5% ‣ France 1%

5. ‘
How do we get true insights without
having to read hundreds of thousands of
conversations?
To answer this question, we think
that basic statistics and naïve
sentiment analysis are not enough

6. We decided to study how information spreads
Douglas Hofstaedter Aaron Lynch
Susan Blackmore
Mathematician & Mathematician &
Psychologist
physician philosopher
The meme
Metamagical Themas Thought Contagion
machine
1976 1985 1996 1996 1997 1999
Richard Brodie
Microsoft Executive Journal of
Richard Dawkins
Virus of the mind: The Memetics
The Selfish Gene
new science of the
meme
And we found out that memes reveal us a lot

7. A meme is a unit of information that spreads
It can be a video, an image or a textual idea

8. This is a text meme that spread on Twitter
Love Is Like ADIDAS And NIKE . " Nothing Is ImpossibLe , JUST DO IT
Life is like Adidas and Nike. "Nothing Is Impossible, so Just Do It. √ :)
True Life = Adidas + Nike → "Nothing is impossible" so "Just Do It"
Adidas said " Nothing is impossible" so Nike came up and said " Just do it
Life=Adidas+Nike> "nothing is impossible" so "just do it"
How can we spot clusters automatically?

9. Raw data
Clustering
Engine
Insights

10. We chose the stream graph visualization
technique to represent each cluster/meme
Cluster 1
Cluster 2
Cluster 3
Cluster 4
Sum of the conversations
in a stream graph

11. Benefits of analysing social media clusters
• More precise and much faster
• Classify in bulk - classify whole clusters instead of single
mention
• Straightforward disambiguation (eg Visa is a brand but it
also means work permit)
• Powerful sentiment metric (weighted average of clusters
sentiment score)
• Visualization of dominant topics in a timeline

12. Most important benefit of analysing social
media clusters
Quickly obtain insights for
decision making

13. Same approach can be used
Feb
2013
The Worst Job Interview Ever,
Proof that @heineken_uk is
totally out of touch. Brought to You by Heineken
(92 mentions) (1032mentions)
I liked a @YouTube video
Heineken - The Candidate
(175 mentions)
The best job interview process
ever by #Heineken
(73 mentions) Why Heineken Understands the Importance of
Employee Culture (53 mentions)
Feb
2013
I just wanted to apologize to all the people
Budweiser being
who had to replace their Budweiser Red
sued for watering
Light bulb after yesterday's debacle (4.985
down its beer
mentions)
(> 4.000 mentions)
The Budweiser
Clydesdale commercial Beer lovers in class-action lawsuits accuse
gets me teary every Anheuser-Busch of watering down its
time(1.500 mentions) Budweiser, Michelob and other brands
(1.066 mentions)

14. Meme dimensions analysis
Analysis of 22.321tweets about
Heineken and 51.004 tweets
about Budweiser in english
-100% 0 +100%
Dimension:
Emotions Hatred Love
Prestige Low High
Sincerity Dishonest Honest

15. Similarly, we can analyse all conversations
that mention beer The average human walks
900 miles per year and drinks
Beer is like God is great, beer is good, 22 gallons of beer.That means
sex, when its people are crazy that the average human gets
good its good, 41 miles per gallon.Not bad.
when its bad
its still good.
Got my toes in the Beer lovers accuse
water, ass in the sand, Anheuser-Busch of
not a worry in the watering down brews
world, cold beer in my http://t.co/d8prQxQlXX
hand! Life is good
today!
You know I like my
chicken fried, a cold
beer on a Friday
Tracked keyword: BEER Associations found: night
Language: ENGLISH • Fun
Number of mentions: 98.343 • Pleasure
Period: February 15th to 28th • Lifestyle

16. Different cultures, different behaviours
Based on our 2-week analysis, it seems that most
Americans drink beer to relax and feel good
Italians drink beer because of relationship problems
Brazilians drink beer to party
Spanish speakers consider beer drinking healthy
Germans drink beer to fuel their bodies
French drink beer because it tastes good

17. These insights can help us
Calculate and compare brand metrics
Understand the consumer
Understand the performance on midia channels
Minimize reputational risk
Build meaningful conversations

18. Multi-language / country analysis
An extended version of this presentation can be found at
www.slideshare.net/brauliomedina
It contains the analysis in multiple languages

19. Q&A

20. Thank y ou
@bmed inadias
.com/we bmining
Facebook
t/braulio medina
Slideshare.ne
ina@vor tio.com
bra uliomed
www.vortio.com.br
Facebook.com/vortio