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.

1. FINDING GOLD IN SOCIAL DATA: Part 2
Useful tips on looking at conversation data
October 2011
seb@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 automatically
so you can analyze what’s being discussed and quantify your findings with
meaningful 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 to
direct 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 categorization
Value
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 conversations
43% AT&T EXCLUSIVE
No 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 conversations
c.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
MENTIONS
116 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