Intellexy Social Media Monitoring and Analysis Solutions D2011


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Intellexy Social Media Monitoring and Analysis Solutions D2011

  1. 1. INTELLEXY social media monitoring and analysis solutions
  2. 2. Consumers are talking. Are you listening?
  3. 3. <ul><li> “ The direct, unfiltered, brutally honest nature of online discussion is black gold…Texas tea to companies that want to spot trends or find out what consumers really think” </li></ul><ul><li>March 11 2006 </li></ul>
  4. 4. Listening to social media is important because: Opinions on the internet do more than reflect consumer perception They influence it
  5. 5. <ul><li>Consumers now generate more brand content than </li></ul><ul><li>companies do </li></ul>
  6. 6. <ul><li>AND what is more important </li></ul><ul><li>Companies no longer have control over what content is being generated about their brands </li></ul>
  7. 7. We’re now in a conversation… Companies aren’t in control any more Consumers own brands People talk to each other as much as to companies They want companies to listen as well as speak They want to speak as well as listen
  8. 8. Marketing’s role is to change the conversation Have more people speaking positively about you Or fewer people speaking negatively about you + -
  9. 9. Huge correlation to future business success Brands with the most conversations in their category grow 4x faster than the category average according to a recent research by:
  10. 10. Increasing conversations by 12% doubles sales growth according to a recent research by:
  11. 11. In order to change the conversation You have to listen to it first
  12. 12. Monitoring and Analysis of social media - Key tool in listening to consumers Our approach: Our media analysts extract measurable qualitative and quantitative data from social media content. Or, in other words: we do the listening for you
  13. 13. Solutions
  14. 14. <ul><ul><li>As-it-happens, daily, weekly </li></ul></ul><ul><ul><li>or monthly reports on: </li></ul></ul><ul><ul><ul><li>Overall Social Media Brand </li></ul></ul></ul><ul><ul><ul><li>performance </li></ul></ul></ul><ul><ul><ul><li>Competitive benchmarking </li></ul></ul></ul><ul><ul><ul><li>Category conversations </li></ul></ul></ul><ul><ul><ul><li>Identifying conversation trends </li></ul></ul></ul><ul><ul><ul><li>Suggestions for introduction of new topics for engagement purposes </li></ul></ul></ul>Social media monitoring
  15. 15. <ul><li>Brand audits, including: </li></ul><ul><ul><li>Participants and influencers analysis </li></ul></ul><ul><ul><li>Trends identification and analysis </li></ul></ul><ul><ul><li>Product / service category conversation analysis </li></ul></ul><ul><ul><li>Consumer perceptions and behavior analysis </li></ul></ul>Social media analysis Issues & Dynamics Users Product/service features Brands Four domains of the conversation explored
  16. 16. <ul><li>people do it better than machines... </li></ul><ul><ul><li>Contextual relevance – it is estimated that about 60% to 70% of the data analyzed by machines is based on content that is contextually irrelevant, this is avoided with human-coded analysis as we handpick each relevant item for the analysis, always in view of the projects’ objectives </li></ul></ul><ul><ul><li>Depth of qualitative analysis – quite simply technology cannot pick up on things like trust, loyalty, hate, sarcasm displayed into postings, people can </li></ul></ul><ul><ul><li>Language capabilities – We cover a broad variety of languages from major European languages like English, German, French, Italian, Spanish, Russian to Chinese, Korean, Japanese and even Arabic </li></ul></ul>Key differentiator: Human analysis
  17. 17. <ul><li>Negative brand mention (the tool marks “ bad ” and “ crap ” as negative) </li></ul><ul><li>( the above is a classical case of false negatives with automated sentiment measurement) </li></ul>Coding example <ul><li>Automated analysis </li></ul><ul><li>What our analysts pick-up </li></ul><ul><li>Sentiment: Positive </li></ul><ul><li>Emotional connector: Anticipation </li></ul><ul><li>Topic: Visitors </li></ul><ul><li>Type of conversation: augmenting a previous post, adding detail (link to high-circulation publication, with photos of event) </li></ul><ul><li>User: Conversationalist, Advocate </li></ul>
  18. 18. <ul><li>Data provision – where we source content from </li></ul><ul><ul><li>All user generated content on the web – blogs, forums, comments to news articles on news websites, comments on video-sharing sites, Facebook pages and open individual or group accounts, Twitter, etc . </li></ul></ul><ul><li>Metrics and insights on : </li></ul><ul><ul><li>Conversation volumes, sentiment, topics, trends, user profiling, brand definition and positioning, identification of consumer needs, perceptions and behavior </li></ul></ul><ul><li>Tone assignment </li></ul><ul><ul><li>Because we do human coded analysis we can assign tone with precision, without the failings of automated analysis tools, i.e. taking into account language specifics and cultural differences </li></ul></ul><ul><li>Insights that go far beyond # of mentions </li></ul><ul><ul><li>Doing human analysis allows us to extract the most out of user-generated content, with insights that can only be attained by having analysts go through the relevant conversations </li></ul></ul>More on our methodology
  19. 19. <ul><li>We can either... </li></ul><ul><ul><li>… perform the entire process ourselves - relevant content harvesting, coding, interpretation and reporting </li></ul></ul><ul><li>Or we can... </li></ul><ul><ul><li>... Process data provided from third parties and automated monitoring tools, e.g. Radian6, Sysomos, etc. </li></ul></ul>Raw data aggregation
  20. 20. Some project references :
  21. 21. For inquiries, quotes and info: Intellexy Ltd. 118 , Bulgaria blvd., c/o Publicis AD 1618 Sofia Bulgaria Maya Marashlian Managing partner T: +35929159010 M:+359896786765 [email_address]