Synthesio book signing marshall sponder - delivered

Synthesizing Social Media Analytics with Synthesio Marshall Sponder WebMetricsGuru INC London, January 25, 2012 @TheHospitalClub

An Introduction Marshall Sponder is the Author of the McGraw- Hill book, Social Media Analytics, he is independent Web analytics, data and SEO/SEM specialist working in the field of market research, social media, networking, and Outbound Communications. Marshall’s blog is http://www.webmetricsguru.com and book site is http://www.smabook.com

Challenges to Getting Analytics Implemented Well

Getting it RightSelecting the best platform, processes andpeople are crucial to “getting it right”.Should you choose wrong (as too oftenhappens), your projects will fail to deliverthe desired results.

SMM can be visualized as a 3 Stage Continuous Process

Success comes partly fromyour Organizational DNA

Social Media DNA has a lot to do with making the right choicesEach businessshould choose theiruse cases, withdisparate needsfrom variousstakeholder plannedfor in advance.

Before Strategy there is Self Knowledge Company

Who are the Stakeholders?

Circa 1957 - 20121957 – Radioactive MutantKiller Crabs absorb the minds oftheir victims in fictional movie.Today – Many companiesbelieve, that by hiring smartpeople, they are “absorbing”their knowledge.

Identify the Right Firms & Platforms to Consider

Social Isn’t Just One ThingNo platform does it all sohow to even begin to choose? Care of Gary Angel – Semphonic.com

Each Use Case may require a Unique Tool Operational Metrics AdvancedNLP Analysis Listening & Influence Categorization Leading to integration issues impacting the quality of your results Customer Listening & Data Web Integration Analytics Engagement Care of Gary Angel – & Attrition Semphonic.com

Free tools help you get your monitoring feet wet,but can’t provide a complete, dependable solution

Synthesio also introduced the idea of monitoring for “brand type” Each type of Brand has different monitoring and Analytics needs

3 Use Cases

Where do you want to go? Consumer PR Monitoring Social Research & Support CampaignsListening for Listening and Automating of Insights Engagement the engagementSocial Media Traditional Coverage* Media Workflow Coverage*NLP (machine Influencer Operational learning) Identification Metrics Rich TopicCategorization Low-Latency Categorization Care of Gary Angel – Semphonic.com

) Example: Customer & Market/Product Research 1 Speed Style0.5 Screen Res. Form Factor Hardware Gameplay Media Use Integration 0 Apps OS 0 500 1,000 1,500 2,000 Connect Screen Size Price-0.5 Reliability -1 Care of Gary Angel – Semphonic.com

Example: Monitoring

Example: Social Campaigns Care of The New York Times

Use platforms that complement each other Care of Gary Angel – Semphonic.com Full Service

4 Types of SocialMedia Analytics Platforms

Self-serve HybridFull-service

Differencesbetween tools

Platform Definitions• Self serve – Brandwatch, Radian6, Alterian SM2, etc.• Full service –Synthesio, Converseon, Integrasco, Brandtology, etc.• Hybrid – Additional Reporting included with Self Serve.• Internal – Some companies build their own listening and analytics platforms for internal/private use.

But, you need a good data sampleRead more: http://www.webmetricsguru.com/page/4/#ixzz1ewWAjXpjUnder Creative Commons License: Attribution

Mature Organizations Can Profit From Social Technologies; Immature Groups may not Source: Collective Intellect

Social Analytics Used For … Brand Analysis & International Market Brand Sentiment monitoring Research Industry and + - Influencer competitive Sentiment Identification Research Analysis

Identifying Influencers – Synthesio Rank

Sentiment Analysis –overall and Granular

Brand Analysis and Brand Sentiment

Market Research

Competitive Research and SOV

International Monitoring

Synthesio Case Study of Accor Hotelsas published in Social Media Analytics• 90 countries• 145,000 affiliates• 4,100 hotels and close to 500,000 rooms• The group’s brands offer various options to suit guests staying with them for either business or pleasure.

Cross-analyzing social media results with internal data• Synthesio worked with the Accor corporate marketing team to define a tool that analyzes Internet user satisfaction throughout all stages of a guest’s stay.• Synthesio’s results are systematically cross- analyzed with other internal indicators of quality such as online customer satisfaction surveys and field tests.

Goals of the measurement campaign•Short term goal -> Raise Awareness and Measure Customer Satisfaction (3 mo.)•Mid term goal -> Identify Best Practices (1yr)•Long term goals -> Improve Customer Satisfaction (ongoing)

Custom KPI’sDefinition of customKPIs, anddashboards for eachlevel of hierarchy.Detection of 30topics and sub-topicsto monitor andanalyze in partnershipwith the customerservice department.

Success of the Campaign• Factor 1 - Start Small - Think Big - We started Accor’s project with a small set of hotels, with the idea of proof-testing our service to implement it globally.• Factor 2 – Get Commitment From Internal Teams - The corporate team at Accor worked closely with Synthesio to define the service, and customize it to their needs.• Factor 3 – Keep it simple - When working on global projects like this, there is a tendency to build complicated processes to match everybody’s needs.

Key Performance Indicators CSATHotel Rank Per 1 Rank Per 2 Avg Per 1 Avg Per 2 TrendHotel A 5 1 60 100 Up 40%Hotel B 1 2 81 83 Up 2%Hotel C 6 4 69 75 Up 75%Hotel D 4 5 72 69 Up 3% Hotel Before Arrival Food and Activities Leaving Arrival Beverages Hotel A 100 100 100 0 0 Hotel B 97 84 85 57 67 Hotel C 100 100 100 0 100 Hotel D 83 82 0 0 0

Quality Control Measures• Automated monitoring to control at site level, and hotel level, Team is alerted whenever a change appears on the content harvested.• Qualitative check On a regular basis, quality project leaders work on a sample of data previously analyzed by researchers, and confirm the quality of the data set.• Client’s comments on each dashboard, the client (hoteliers or brand managers) can alert Synthesio of a wrong classification (topic, sentiment).

Issues encountered• For Synthesio the main challenge was data extraction.• For Accor it involved internal clients in the process.• For both, the Cultural, semantic and cross-usable data presented numerous challenges. (re: cultural DNA of the company)• Semantic tools can only be used for a broad top-line analysis. The 30 topics analyzed in 8 languages needed a human understanding.

Issues that aroseFor Synthesio: Staffing or communicationschallenges (internal or with client).• Staff to handle 30 languages• 3 months of R&D to figure out how to pull and assemble data•For Accor: the main obstacles were corporate buy- in at all levels and education. Also, lack of a Road Map, at the beginning of the project.

Main Findings and BenefitsAccor solved the following problems: • Detecting hotels with a bad reputation and alert hoteliers on the importance of customer satisfaction. • Finding new insights. • Increasing overall online reputation by 55%.

Conclusions been• Accor brands’ customer satisfaction has increasing steadily over the past 2 years.• Within the group, the Novatel brand has seen the volume of positive feedback increase by 55% in just 1 year, while the number of negative comments has stagnated.• The brand has also been able to quickly identify and resolve customer issues that used to be difficult to understand.

One Picture – 1000 Words

ConclusionThrough it’s offerings Synthesiosuccessfully addressed and solved afamiliar issue with SMA -That A lot of work is required toturn exploratory data from SocialMedia into something tactical andactionable.Synthesio Delivered

Questions?•Questions from the audience

Futureplays inthis space?ReadCH 12andWebmetricsguru.com

http://www.smabook.com• Marshall Sponder• WebMetricsGuru INC.• www.smabook.com• www.webmetricsguru.comnow.seo@gmail.com@webmetricsguru@smanalyticsbook

Thank You

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