Brand Reputation in Social Media:Linked2Media Requirements Analysis & Use Cases               Evangelos Kalampokis        ...
Content•     Social media and brand reputation•     Linked2Media project•     Requirements identification methodology•    ...
• Officially, “Social media refers to the means of interactions  among people in which they create, share, and exchange  i...
Social Media is a conversation, in which you share thoughts, opinions and content…                                        ...
Like these…Linked2Media Workshop, 14 March 2013   Page 5
But also platforms like these…Linked2Media Workshop, 14 March 2013   Page 6
Why               Should              Companies                Care                                       http://www.flick...
EU Social Media Penetration• In the EU        76% of households have Internet access        52%of internet users post me...
Facebook Statistics* Facebook monthly active users  total nearly 1.06 billion Facebook daily active users were  618 mill...
Twitter statistics                                         There are 175 million tweets sent from                        ...
LinkedIn statistics* LinkedIn has 200 million  members Turkey is in the fastest  growing countries Approximately 2 memb...
Brands in Social Media  • 2009*           19% of tweets contain mention            of a brand           Of the branding ...
Understanding Consumer Opinions*Aaker, D.A., 1991, Managing Brand Equity, New York, NY: The Free Press.**Keller, K.L., 199...
http://www.flickr.com/photos/stuckincustoms/4286568923Linked2Media Workshop, 14 March 2013                     Page 14
http://www.flickr.com/photos/13709576@N03/2552190638Linked2Media Workshop, 14 March 2013                                  ...
http://www.flickr.com/photos/clairity/152421481/Linked2Media Workshop, 14 March 2013                  Page 16
 On average only 3% of tweets  referencing companies carry  the @ symbol 56% of customer tweets to  companies are being ...
Helping SMEs to monitor and manage their brand                         reputation in Social Media!Linked2Media Workshop, 1...
Linked2Media Requirements• Requirements Identification        Questionnaires        Interviews        Scientific litera...
Questionnaires 233 SMEs 4 countries (Turkey, Bulgaria,  Greece, Spain) 3 main market sectors  (tourism, footwear, food/...
Interviews• 13 interviews with SMEs        One Turkish SME from tourism         sector        Nine Spanish SMEs from the...
Literature Review Scientific articles that analyze  Social Media content related to  brands. We finally identified 41 re...
Software tools review Identified and analyzed 40  relevant tools. The main functionalities of  the tools were identified...
User requirements workshop Took place in Thessaloniki,  Greece during the 2nd  Linked2Media Meeting. A number of usage s...
Results Questionnaire results Requirements of the Linked2Media platform Functionalities of the Linked2Media platformLin...
• SMEs from 3 market sector        Footwear        Tourism        Food/BeverageLinked2Media Workshop, 14 March 2013   P...
100%                      Importance of Marketing Related Activities     90%     80%     70%     60%     50%     40%     3...
Techniques for Gathering Customers Feedback                       Monitoring the Web                 Monitoring Web platfo...
Current Use of Customers Feedback          80%          70%          60%          50%          40%                        ...
Importance of Social Media 8.58%                7.73%                                       No answer                     ...
Existing Social Media Accounts           80%           70%           60%                                                  ...
60%                                       Activities through Social Media                                                 ...
Functionalities about Online Opinion Collection           70%           60%           50%           40%           30%     ...
Requirements• 6 Categories:        Reputation Monitoring Requirements        Data Analysis Requirements        Visualiz...
Reputation Monitoring      R.1          Reputation Monitoring Requirements      1.1          Searching multiple Social Med...
Data Analysis Requirements     R.2         Data Analysis Requirements     2.1         Calculation of statistics on mention...
Visualization Requirements  R.3          Visualization Requirements  3.1          Presentation of data in graphic formats ...
Reputation Management Requirements    R.4         Reputation Management Requirements    4.1         Connections with vario...
Collaboration Requirements R.5          Reputation Management Requirements 5.1          Initiation / engagement in discuss...
Notification Requirements  R.6          Notification Requirements  6.1          Generation of alerts in case of new mentio...
Linked2Media platform’s functionality (Use Cases)Linked2Media Workshop, 14 March 2013                               Page 41
Who to Contact                                       Evangelos Kalampokis                                             ekal...
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Linked2Media: Brand Reputation in Social Media

  1. 1. Brand Reputation in Social Media:Linked2Media Requirements Analysis & Use Cases Evangelos Kalampokis Linked2Media Workshop Bucharest, March 14, 2013
  2. 2. Content• Social media and brand reputation• Linked2Media project• Requirements identification methodology• Questionnaires results• Linked2Media platform’s requirements• Linked2Media platform’s functionality (Use Cases)Linked2Media Workshop, 14 March 2013 Page 2
  3. 3. • Officially, “Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks”Linked2Media Workshop, 14 March 2013 Page 3
  4. 4. Social Media is a conversation, in which you share thoughts, opinions and content… supported by online tools.http://www.flickr.com/photos/yourdon/3088582622 Linked2Media Workshop, 14 March 2013 Page 4
  5. 5. Like these…Linked2Media Workshop, 14 March 2013 Page 5
  6. 6. But also platforms like these…Linked2Media Workshop, 14 March 2013 Page 6
  7. 7. Why Should Companies Care http://www.flickr.com/photos/horiavarlan/4273168957Linked2Media Workshop, 14 March 2013 Page 7
  8. 8. EU Social Media Penetration• In the EU  76% of households have Internet access  52%of internet users post messages to Social Media.• In Romania  54% of households have Internet access  48% of internet users post messages to Social MediaLinked2Media Workshop, 14 March 2013 Page 8
  9. 9. Facebook Statistics* Facebook monthly active users total nearly 1.06 billion Facebook daily active users were 618 million 2.7 billion average daily likes 20 minutes average time spent per visit 17 billion location-tagged posts and check-ins were logged in 2012* Facebook Reports Fourth Quarter and Full Year 2012 Results Linked2Media Workshop, 14 March 2013 Page 9
  10. 10. Twitter statistics  There are 175 million tweets sent from Twitter every day in 2012  32 percent of all Internet users are using Twitter  11 accounts are created every second on Twitter  50 percent of Twitter users are using the social network via mobile http://www.flickr.com/photos/hopefoote/2970852668Linked2Media Workshop, 14 March 2013 Page 10
  11. 11. LinkedIn statistics* LinkedIn has 200 million members Turkey is in the fastest growing countries Approximately 2 members per second join LinkedIn 2.8 million companies have a page on LinkedIn HP recently crossed 1 million followers on LinkedIn *http://blog.linkedin.com/2013/01/09/linkedin-200-million/Linked2Media Workshop, 14 March 2013 Page 11
  12. 12. Brands in Social Media • 2009*  19% of tweets contain mention of a brand  Of the branding tweets, nearly 20% contain some expression of brand sentiment • 2012 (from UK accounts)**  3.6% of tweets contain brand mentions  12,600 tweets per minute mention brands*Jansen, B.J., Zhang, M., Sobel, K., &Chowdury, A. (2009). Twitter power: Tweets as electronicword of mouth. Journal of the American Society for Information Science60, 2169-2188.**Brandwatch (2013). The Twitter Landscape: The changing shape of brands, consumers andthe social web. Available at: http://www.brandwatch.com/wp-content/uploads/2013/02/Twitter- http://www.flickr.com/photos/clry2/2294901114Landscape-2013-Extended-Version.pdf Linked2Media Workshop, 14 March 2013 Page 12
  13. 13. Understanding Consumer Opinions*Aaker, D.A., 1991, Managing Brand Equity, New York, NY: The Free Press.**Keller, K.L., 1993, Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, vol. 57, no. 1, pp.***Morgan, R.M. and Hunt, S.D., 1994, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, vol. 58, no. 3, pp. 20-38.Linked2Media Workshop, 14 March 2013 Page 13
  14. 14. http://www.flickr.com/photos/stuckincustoms/4286568923Linked2Media Workshop, 14 March 2013 Page 14
  15. 15. http://www.flickr.com/photos/13709576@N03/2552190638Linked2Media Workshop, 14 March 2013 Page 15
  16. 16. http://www.flickr.com/photos/clairity/152421481/Linked2Media Workshop, 14 March 2013 Page 16
  17. 17.  On average only 3% of tweets referencing companies carry the @ symbol 56% of customer tweets to companies are being ignored http://www.flickr.com/photos/goorigami/5863325404Linked2Media Workshop, 14 March 2013 Page 17
  18. 18. Helping SMEs to monitor and manage their brand reputation in Social Media!Linked2Media Workshop, 14 March 2013 Page 18
  19. 19. Linked2Media Requirements• Requirements Identification  Questionnaires  Interviews  Scientific literature review  Software tools review  Workshops and usage scenarios• Requirements homogenization• Requirements prioritizationLinked2Media Workshop, 14 March 2013 Page 19
  20. 20. Questionnaires 233 SMEs 4 countries (Turkey, Bulgaria, Greece, Spain) 3 main market sectors (tourism, footwear, food/drink) http://www.flickr.com/photos/tupwanders/82946852Linked2Media Workshop, 14 March 2013 Page 20
  21. 21. Interviews• 13 interviews with SMEs  One Turkish SME from tourism sector  Nine Spanish SMEs from the footwear sector  Three Greek companies (two SMEs and one large enterprise) from the food and beverage sector http://www.flickr.com/photos/fotografeleen/8033518698Linked2Media Workshop, 14 March 2013 Page 21
  22. 22. Literature Review Scientific articles that analyze Social Media content related to brands. We finally identified 41 relevant articles.Linked2Media Workshop, 14 March 2013 Page 22
  23. 23. Software tools review Identified and analyzed 40 relevant tools. The main functionalities of the tools were identified and categorized.Linked2Media Workshop, 14 March 2013 Page 23
  24. 24. User requirements workshop Took place in Thessaloniki, Greece during the 2nd Linked2Media Meeting. A number of usage scenarios were identified for the different market sectors.Linked2Media Workshop, 14 March 2013 Page 24
  25. 25. Results Questionnaire results Requirements of the Linked2Media platform Functionalities of the Linked2Media platformLinked2Media Workshop, 14 March 2013 Page 25
  26. 26. • SMEs from 3 market sector  Footwear  Tourism  Food/BeverageLinked2Media Workshop, 14 March 2013 Page 26
  27. 27. 100% Importance of Marketing Related Activities 90% 80% 70% 60% 50% 40% 30% 20% Unimportant 10% Important 0% To gather To contact To reward To engage opinions customers customers customers with the companyLinked2Media Workshop, 14 March 2013 Page 27
  28. 28. Techniques for Gathering Customers Feedback Monitoring the Web Monitoring Web platforms Monitoring Social Media Web-based surveys via e-mail News indexing service Focus group or customers roundtables Call customers after purchase Telephone surveys Mail surveys Customer comment cards On-site surveys 0% 10% 20% 30% 40% 50% 60% 70% 80% Already used Willing to payLinked2Media Workshop, 14 March 2013 Page 28
  29. 29. Current Use of Customers Feedback 80% 70% 60% 50% 40% Rarely 30% Often 20% 10% 0% Product Communication Selling strategy R&D developmentLinked2Media Workshop, 14 March 2013 Page 29
  30. 30. Importance of Social Media 8.58% 7.73% No answer Important Not Important 83.69% Existing Accounts in Social Media 20.60% At least one account No account 79.40%Linked2Media Workshop, 14 March 2013 Page 30
  31. 31. Existing Social Media Accounts 80% 70% 60% Facebook 50% Twitter 40% Flickr FriendFeed 30% LinkedIn 20% Bebo I-Meet 10% 0% Social MediaLinked2Media Workshop, 14 March 2013 Page 31
  32. 32. 60% Activities through Social Media Rarely 50% Often 40% 30% 20% 10% 0% Provide Promote Collect Collect Interact with Monitor Information Company Opinions Opinions Customers Competitors about about Company IndustryLinked2Media Workshop, 14 March 2013 Page 32
  33. 33. Functionalities about Online Opinion Collection 70% 60% 50% 40% 30% Unimportant Important 20% 10% 0% Opinions from Monitoring Participation in Sentiment different Social Conversations Conversations Analysis of Media OpinionsLinked2Media Workshop, 14 March 2013 Page 33
  34. 34. Requirements• 6 Categories:  Reputation Monitoring Requirements  Data Analysis Requirements  Visualization Requirements  Reputation Management Requirements  Collaboration Requirements  Notification RequirementsLinked2Media Workshop, 14 March 2013 Page 34
  35. 35. Reputation Monitoring R.1 Reputation Monitoring Requirements 1.1 Searching multiple Social Media for mentions according to user-defined search terms (e.g. search for mentions about a brand, a market sector, a location) 1.2 Supporting multilingual search in the participants’ languages (i.e. Turkish, Bulgarian, Spanish, Romanian, Greek, Italian) and in English, German and Russian 1.3 Filtering the search results according to multiple criteria such as Social Media, language and location 1.4 Storing of search queries 1.5 Provision of links to the Social Media, where the original post has been published 1.6 Anonymizing collected dataLinked2Media Workshop, 14 March 2013 Page 35
  36. 36. Data Analysis Requirements R.2 Data Analysis Requirements 2.1 Calculation of statistics on mentions 2.2 Measurement of a post’s sentiment 2.3 Measurement of the online brand reputation 2.4 Collection of demographics and geographic distribution of the customers 2.5 Identification of hot topics related to a brand or market sector 2.6 Analysis of mentions written in the participants languagesLinked2Media Workshop, 14 March 2013 Page 36
  37. 37. Visualization Requirements R.3 Visualization Requirements 3.1 Presentation of data in graphic formats 3.2 Presentation of trends about a brand or a market sector 3.3 Creation of reports (predefined or ad-hoc) 3.4 Presentation of spatial data on maps (i.e. representation of location statistics into maps)Linked2Media Workshop, 14 March 2013 Page 37
  38. 38. Reputation Management Requirements R.4 Reputation Management Requirements 4.1 Connections with various social media accounts and manage the accounts from a single interface. 4.2 Perform marketing campaigns for the promotion of the brand through social media 4.3 Communication with customers, e.g. reply to posts, send private messages, participation in discussionsLinked2Media Workshop, 14 March 2013 Page 38
  39. 39. Collaboration Requirements R.5 Reputation Management Requirements 5.1 Initiation / engagement in discussions and finding solutions to specific problems 5.2 Provision of electronic resources about Social Media (e.g. e-books, case studies, guidelines, webinars) 5.3 Provision of collaboration tools enabling the exchange of information, e.g. discussion forums, common file spaces.Linked2Media Workshop, 14 March 2013 Page 39
  40. 40. Notification Requirements R.6 Notification Requirements 6.1 Generation of alerts in case of new mentions, important changes to a brand’s related activity (e.g. a boost in the number of mentions) and spread of bad rumoursLinked2Media Workshop, 14 March 2013 Page 40
  41. 41. Linked2Media platform’s functionality (Use Cases)Linked2Media Workshop, 14 March 2013 Page 41
  42. 42. Who to Contact Evangelos Kalampokis ekal@iti.gr http://kalampok.isLinked2Media Workshop, 14 March 2013 Page 42

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