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Omd Meeting

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Branded conversations

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Omd Meeting

  1. 1. Intelligent Stream Mining and Strategic Response Real-time internet conversations occur on many platforms from blogs to social media sites and Twitter. Tools that you have used in the past, such as Google or email alert systems cannot keep pace with these conversations. © Slice Wireless Pty Limited 2010
  2. 2. What used to take days, even weeks, now happens … in an instant © Slice Wireless Pty Limited 2010
  3. 3. 50 million Twitter posts daily Therefore 2 billion current annual run rate Made of mostly open, public and searchable information FaceBook and the like are moving to open public standards The 12 month benchmark is 2.5 trillion SMS messages annually More than 70% of all Twitter posts come from a mobile device © Slice Wireless Pty Limited 2010
  4. 4. We’re just like a call centre… for Twitter with Intelligent Stream Mining and Strategic Response © Slice Wireless Pty Limited 2010
  5. 5. Real-time internet conversations occur on many platforms from blogs to social media sites like Twitter Tools that you have used in the past, such as Google or email alert systems cannot keep pace with these conversations because… they are happening 24/7 Brands are never asleep, neither are we! © Slice Wireless Pty Limited 2010
  6. 6. Sentiment Search & Conversation Mining A tool that provides live sentiment search, conversation mining, and real time response across multiple social media platforms How it works… one we build a live stream for an industry or a brand using Twitter @Names, keywords or topics. two we filter that stream with a special dictionary for the industry, brand or topic and sort the results into buckets. three we analyse the results and provide valuable sentiment information for research, customer service and/or direct marketing © Slice Wireless Pty Limited 2010
  7. 7. A Comprehensive Strategy © Slice Wireless Pty Limited 2010
  8. 8. Solutions Summary We provide solutions for companies to improve their Twitter presence but more important:- We provide scale • Monitor and Engage with customers in everyday conversations • Campaigns related to events, products, competitors, followers • Sentiment Review of any tweet mentioning a specific brand • Hotlists by industry to see who’s hot and who’s not • Publish widgets to bring the conversation to your own site • Back-Test Trends We archive data to compare old and new trends • Education training and consulting © Slice Wireless Pty Limited 2010
  9. 9. Cloud Tools © Slice Wireless Pty Limited 2010
  10. 10. Analytics Graphs, charts and word clouds of your sent tweets, @Replies, keywords and clicks. Learn more about your audience with the spam and activity report. Search for any @Name to check on activity and profile. 10 © Slice Wireless Pty Limited 2010
  11. 11. Analytics - Conversation How much are you involved in the conversation? Are many people talking about you? Do you have an exclusive circle of strong supporters? © Slice Wireless Pty Limited 2010
  12. 12. Analytics - Sentiment Are tweets about your brand positive or negative? How is sentiment evolving in time? Do your events and campaigns influence your brand sentiment? © Slice Wireless Pty Limited 2010
  13. 13. Current sentiment analytics project: US DoD healthcare service TRICARE © Slice Wireless Pty Limited 2010
  14. 14. Data Mining and Sentiment Current affairs and issues: Political words and actions "+Stephen +Smith" - Conversation Density (2/7 - 3/8) Foreign Minister Stephen Smith travels to India 28th February 2010 and leaves India 2nd March © Slice Wireless Pty Limited 2010
  15. 15. Sentiment Analysis Scale & Accuracy © Slice Wireless Pty Limited 2010
  16. 16. 95% Accurate Sentiment Automated Human Interface • The Real Time Feed is sent in batches to a Human Interface • Each message is sent to 3 people, if they all agree on sentiment, the message is classified as positive or negative • The batch includes “Gold Standard” Questions of known answers • Humans who get Gold Standard Qs wrong are excluded from the results • Job process time 2 mins to 2 hours depending on Reward • Job returned and automatically integrated into work flow © Slice Wireless Pty Limited 2010
  17. 17. Sentiment How it works The interface that the Humans use to sanitize sentiment. © Slice Wireless Pty Limited 2010
  18. 18. Sentiment - How it works The result after submitting messages to the human interface © Slice Wireless Pty Limited 2010
  19. 19. Hotlists Hotlists are sentiment ranked lists of the twitter feeds in each industry. We have hotlists for: •Airlines •Celebrities •Travel Destinations •Twitter Applications •Telephone Carriers •Stocks and the ABC © Slice Wireless Pty Limited 2010
  20. 20. Campaigns © Slice Wireless Pty Limited 2010
  21. 21. Conversation Campaign Check list • Need: Unique Brand Name/Keyword • Analyze: Stream Velocity • Provide: Action Link with a customized Twitter offer • Create: Tweet scripting - less than 140 chars • Benchmark: Competitors @Names and followers lists © Slice Wireless Pty Limited 2010
  22. 22. Conversation Campaign Elements • Analysis 1. Keyword Search – find related keywords and trends 2. Competitive @Name Followers List – sort by influence • Actions 1. Follow competitors followers 2. Detect Follow back 3. DM with link 4. Measure Click through © Slice Wireless Pty Limited 2010
  23. 23. Twitter and politics: @BarackObama Record online fundraising for 2008 presidential campaign © Slice Wireless Pty Limited 2010
  24. 24. @cathnewsasia Increase traffic to the web site • The re-tweet was re-tweeted • For the purposes of this test we created our own bit.ly URL As you can see 0 hits on our URL and 7 on the @cathnewsasia original • Following the re-tweet and within 30 seconds of the RT there are 16 new hits © Slice Wireless Pty Limited 2010
  25. 25. Damage Control The danger and the potential of Twitter Organisations need damage control tools, because Twitter can kill a product in 3 days © Slice Wireless Pty Limited 2010
  26. 26. Damage Control Campaign Hollywood Movie Bruno © Slice Wireless Pty Limited 2010
  27. 27. Hollywood Movie - Bruno A trend like this one can be very dangerous People create #Hastags to spread the word fast © Slice Wireless Pty Limited 2010
  28. 28. Buzz Spreading The buzz growth is exponential Negative buzz runs much faster thank positive buzz © Slice Wireless Pty Limited 2010
  29. 29. Bruno - The negative buzz © Slice Wireless Pty Limited 2010
  30. 30. The result of the negative buzz Twitter users have the power and they know it © Slice Wireless Pty Limited 2010
  31. 31. The Solution: Damage Control We can control the damage: 1. Listen Monitor Twitter for negative sentiment about your brand 2. Acknowledge Let complainers know that they have been heard 3. Engage and convert Engage with the influencers Transform your enemies in your best advocates © Slice Wireless Pty Limited 2010
  32. 32. Understanding crisis thru social media: The death of Nitin Garg RT @Indusladies: Why does Australia keep saying that attacks on Indian aren't racist? If not racist, then why only young Indian student ...Delhi10/01/2010 7:30 RT @AnjaliPhilip: Another Indian set on fire in Melbourne! Isn't this a "We are racist and proud of it" kinda message? Chengannur, India9/01/2010 8:55 Anoop Jacob @BDUTT India does not display racist attitude toward its tourists as Australia treats Indian students and Indian people. Chennai 7/01/2010 17:13 Venkatesh © Slice Wireless Pty Limited 2010
  33. 33. Negative comments spread virally by ‘re-tweeting’ Message passed to followers – and follower’s followers Example 1: Twitter account: @BDUTT currently has 87,949 followers RT @BDUTT: Australia maintains that the killings are not racist. So, what is it ? Is it that Indians live in crime prone areas. Whats t ... Her comments are listened to and ‘Re- RT @BDUTT: Australia maintains that the killings are not racist. So, Tweeted’ what is it ? Is it that Indians live in crime prone areas. Whats t ... RT @BDUTT: Australia maintains that the killings are not racist. So, She also attracts and engages her what is it ? Is it that Indians live in crime prone areas. Whats t ... @BDUTT My friend says southern region of Australia are the followers. One @reply is addressed to her worst. But I don't think every act is racist and seems things are by @madhu27 a school teacher in changing :) Kolkata, India @BDUTT Australia will nevr accept dat its racist killings,its a mattr of dere country's reputation..bt d truth is it is racial killings © Slice Wireless Pty Limited 2010
  34. 34. A voice of reason also spread virally by re-tweeting Example 2: RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism. RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism. RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism. RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism. RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism. © Slice Wireless Pty Limited 2010
  35. 35. Vindaloo Against Violence 24/2/10 Positive Initiative: Media for a cause © Slice Wireless Pty Limited 2010
  36. 36. The Super Dashboard Manage your feedback, share accounts with people in your team, Schedule and assign tweets… © Slice Wireless Pty Limited 2010
  37. 37. The current data mining dashboard What is being said globally…now Search capabilities: names, keywords, #tags, topics, issues, people, business, countries, regions… Key word searches result in multiple simultaneous conversations being monitored © Slice Wireless Pty Limited 2010
  38. 38. Prototype “Crisis Management” Dashboard Select:- • ‘Crisis Management’ point. • ‘Key Word’ or ‘phrase’ • Daily (recent) or Live real-time • Segmented Positive Negative and Neutral • Presented graphically in many different ways Note: Sentiment is primarily ‘Neutral’ as no work has been performed, to date, to create a unique sentiment dictionary © Slice Wireless Pty Limited 2010
  39. 39. Brad Keeling, Group Marketing & Business Development brad@slicewireless.com Mobile +61 400100555 Graham Lang, Business Development Brand Funded Media graham@slicewireless.com.au Mobile +61 424937848 Kerry Dowling, Business Development kerry@slicewireless.com Mobile +61 412731158 Sydney, Head Office: Level 6, 97 Pacific Hwy, North Sydney, NSW, Australia 2060 London: 12 St John’s Square, London UK EC1M 4NL Helsinki: Tammasaarenlaituri 3 / Tallberginkatu 2, 00180 Helsinki, Finland © Slice Wireless Pty Limited 2010

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