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Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
Finding Gold in Social Media Data
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Finding Gold in Social Media Data

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In this fascinating presentation Sebastian Hempstead (Brandwatch) shows how companies may be missing out on critical insights and actionable data, especially if they're too focussed on the big …

In this fascinating presentation Sebastian Hempstead (Brandwatch) shows how companies may be missing out on critical insights and actionable data, especially if they're too focussed on the big numbers. The presentation includes useful hints and tips on how you can make the most of your social media monitoring.

Published in: Technology, Business
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  • 1. FINDING GOLD IN SOCIAL DATA: Part 2Useful tips on looking at conversation dataOctober 2011seb@brandwatch.com | Tel: +1 212 229 2240© 2011 Brandwatch | www.brandwatch.com 1
  • 2. MEET BRANDWATCH What does our technology do?Brandwatch technology gathers data on the internet and processes it automaticallyso you can analyze what’s being discussed and quantify your findings withmeaningful metrics.Brandwatch also offers services that help our clients get the most from the data. 1 G AT H E R 3 ANALYSE 2 PROCESS© 2011 Brandwatch | www.brandwatch.com 2
  • 3. MEET BRANDWATCH Some of our clients.Brandwatch works with a wide range of clients from agencies todirect brands including:© 2011 Brandwatch | www.brandwatch.com 3
  • 4. STRUCTURING DATA© 2011 Brandwatch | www.brandwatch.com 4
  • 5. “ IBM estimated that more than 90 percent of all real-time information being created today are unstructured ” SOURCE WWW.REUTERS.COM / 10.11.11© 2011 Brandwatch | www.brandwatch.com 5
  • 6. BRANDWATCH CLIENTS: Social data in use SEARCH •  Site analysis ONLINE REPUTATION •  Language optimization MANAGEMENT •  Brand research •  Identify, route, engage, manage •  Campaigns SCRM •  Identify, route, engage, manage •  Customer Services •  Prospecting MARKETING •  Customer retention •  Campaign Planning •  Campaign Measurement •  Campaign Evaluation RESEARCH •  Market research •  Brand analysis •  Thematics© 2011 Brandwatch | www.brandwatch.com 6
  • 7. DATA TYPES investing in data High CRITICAL DATA HIGHEST INVESTMENT •  Manual sentiment •  Manual categorizationValue INTERESTING DATA LOW – MID INVESTMENT •  Automated sentiment analysis •  Automated categorization NON-INTERESTING DATA MINIMIMAL INVESTMENT •  Passing mentions •  Do you need these mentions?Low Low Effort High © 2011 Brandwatch | www.brandwatch.com 7
  • 8. An example looking at AT&T© 2011 Brandwatch | www.brandwatch.com 8
  • 9. BIRDSEYE Verizon & AT&T 25000 20000 MENTIONS 15000 10000 5000 0 1-Oct-11 2-Oct-11 3-Oct-11 4-Oct-11 5-Oct-11 6-Oct-11 7-Oct-11 8-Oct-11 9-Oct-11 10-Oct-11 DAYS Verizon AT&T© 2011 Brandwatch | www.brandwatch.com 9
  • 10. BIRDSEYE AT&T word cloud© 2011 Brandwatch | www.brandwatch.com 10
  • 11. INTERESTING DATA Breaking down AT&T conversations43% AT&T EXCLUSIVENo other brands. 157K MENTIONS 57% CO-BRANDED Also mentions Verizon, Sprint, T-Mobile etc•  Over half of AT&Ts discussions include a competitor •  Period: 1st – 10th October© 2011 Brandwatch | www.brandwatch.com 11
  • 12. INTERESTING DATA Breaking down AT&T conversationsc.2% TALK ABOUT SWITCHING 157K MENTIONS •  Period: 1st – 10th October© 2011 Brandwatch | www.brandwatch.com 12
  • 13. INTERESTING DATA Switching conversations 53% AT&T 22% UNKOWN 2300 MENTIONS 16% VERIZON 9% SPRINT •  Period: 1st – 10th October •  Query: 2300 Mentions / separate query used© 2011 Brandwatch | www.brandwatch.com 13
  • 14. CRITICAL DATA Switching conversations (sample) 53 SWITCH TO AT&T 145 SWITCH TO VERIZON 314 MENTIONS116 SWITCH TO SPRINT •  Period: 1st – 10th October •  Sample size: 314 Mentions© 2011 Brandwatch | www.brandwatch.com 14
  • 15. CRITICAL DATA The potential value of conversations SWITCHING #MENTIONS 2 YR PHONE UNIT POTENTIAL TO… REVENUE REVENUE VALUE AT&T 53 $1,320 $199 $80,507 Sprint 116 $1,200 $199 $162,284 Verizon 145 $1,320 $199 $220,255 Total $463,046 293 Mentions $1,580 per sampled mention© 2011 Brandwatch | www.brandwatch.com 15
  • 16. BENCHMARKING Sectors & brands differ 2% 1% c. 0.1% Interesting and worth 24% 1% 20% acting on 33% Interesting to read 52% 65% 79% 99%Not interesting (e.g. passing 24% mention) Pantene E.on Honda Cisco © 2011 Brandwatch | www.brandwatch.com 16
  • 17. LEARNINGS What we’ve found with our clients•  Listen first•  Good setup is crucial•  Conversations will not always match what’s expected•  The closer you are to the data the better you understand what it means•  The better you understand the clients’ objectives the better you understand valuable data•  Good vendors help clients understand the pros and cons of data so they better understand what they’re looking at•  Good technology helps getting insights faster and easier but doesn’t replace humans•  When you have structures review them over time as the conversation will change•  Monitoring should be partnered with analysis© 2011 Brandwatch | www.brandwatch.com 17
  • 18. CONTACT @Sebhempstead @Brandwatch w. www.brandwatch.com© 2011 Brandwatch | www.brandwatch.com 18

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