Quantified social media analysis white paper december 2011 ap

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Quantified social media analysis white paper december 2011 ap

  1. 1. Quantified Social Media Analysis:Combining Social Media Monitoring with Online Surveys Semeon White Paper by Alkis Papadopoullos, CTO December 2011 © Semeon 2013 1
  2. 2. Semeon Analytics – In Depth Social MediaAnalysisEffectively tracking conversations and user postings on the web hasto be more than a simple exercise in monitoring how many mentionsa product, a brand, a company are garnering on the web. As a sourceof what is trending on the web, or as an early warning system forunexpected feedback (positive or negative), social media monitoringcan be very effective, particularly if there is a means to quantify thisqualitative data.Semeon has taken a natural language processing approach thatcombines semantic analysis with proprietary machine learningalgorithms in order to reliably identify meaning in online content andmore importantly to provide analysis of results in context. Manyopinion mining and social media monitoring solutions available do agood job of collecting data, and monitoring for occurrences ofkeywords, but then leave the customer with the task of manuallyfiguring out how to proceed with analysis, and, from this flood ofdata, attempt to understand what the appropriates calls to actionare within their organization. One of our goals is to improve userschances of reducing the time that must be spent analyzing data inorder to draw reliable conclusions.Furthermore, the ability to show the context of the topics evoked iscritical and makes it feasible for customers to draw actionableconclusions then and there rather than spend time trying to siftthrough data that is difficult to read and interpret because of lack ofcontext that comes with simple keyword tracking. Above and beyondexamining topics in context however, is the growing need to be ableto quantify the trends and topics that social media analysis yields.The conversion of suggested web trends into targeted surveys makesit possible to quantify this immense feedback channel along specificmarket segments or demographic lines, and being able to do so willbe increasingly important, if this feedback channel is to be trustedand decisions made based on this data are to be reliable.Quantified Social Media Analysis 2
  3. 3. As an example, if a company were to find that there was a lot ofnegative feedback on a particular feature or facet of their product,the likely social media response would likely be to spend marketingdollars engaging, countering negative feedback, and trying topublicly redress the situation. However, if the company took a closerlook at feedback from a sampled group of respondents from theircustomer base, using a survey designed from the social mediaanalysis data, and found that this negative feedback in fact camefrom a market segment or demographic group that contributed littleto their bottom line, then an informed, dare we say quantified, socialmedia response based on survey response analysis, would likely befar less costly and potentially more effective.Conversely, Semeon Analytics affords customers the ability tovalidate relevance of surveys by tracking corresponding topics,themes and trends on the web, thus significantly helping to increasethe reliability of conclusions drawn from surveys. It is possible inaddition to automatically analyze responses from open endedquestions in order to compare with analysis from unsolicited datafrom web sources. In so doing, customers can confirm whethertopics from key market segments or demographic groups aremirrored in importance on the web. The interplay between surveysand social media monitoring and analysis can thus lead to muchmore effective decisions being made, and corresponding actionsbeing taken.Integrated reports where customers can view results from both thesurvey project and a corresponding social media monitoring projecthelp to make the most informed decisions based on both rapidlyemerging web trends (qualitative), and data vetted for reliability interms of market and demographic representation (quantitative). Asa sample high-level walkthrough of setting up correspondingprojects, the steps described below are followed depending on twosample scenarios:  Scenario 1: Customer wishes to understand what trends are on the web and see if they discover anything unexpected. o Set up a Semeon Analytics project with relevant queries. o Proceed through our automated contextualized analysis to see which topics are bubbling up across the web.Quantified Social Media Analysis 3
  4. 4. o Group and save topics or concepts that are most interesting. o Based on these topics, create a survey using your preferred survey platform (for example, Acuity4 Survey, an excellent platform developed by Voxco) o Tweak, adjust and finalize the survey. o Run the survey project to obtain market segment, demographic data, etc. for those topics. o Review analysis output from both Semeon Analytics and your survey platform and combine into integrated reports that will help with decisions about what action to pursue.  Scenario 2: Customer wishes to understand whether insight gained from certain surveys is reflected on the web and possibly learn from data on the web so as to tweak surveys. o Once your survey is completed (for example with Acuity4 Survey), proceed through analysis of survey respondent data and if applicable, import responses to open-ended questions into Semeon Analytics. o Analysis of survey results as well as instant analysis of open-ended responses using Semeon Analytics will yield insights into which themes or concepts should be further explored on the web. o Adjust and tweak queries, as needed based on insight gathered from surveys. o Proceed through our automated contextualized analysis to see which topics are bubbling up across the web. o Group and save topics or concepts that are most interesting. o Make informed decisions as to whether the surveys missed out on key trends or topics. o Review analysis output from both Semeon Analytics and your survey platform and combine into integrated reports that will help with decisions about what action to pursue.In summary, we believe that insights obtained from social media andthe web with Semeon Analytics, when combined with quantitativeanalysis of survey data, allow for Quantified Social Media Analysis,which leads to much more effective decisions being made andcorresponding actions being taken.TO LEARN MORE:Semeon AnalyticsAcuity4 SurveyQuantified Social Media Analysis 4

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