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Social Media Buzz analysieren mit einem Data Warehouse – Christoph Hess

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Präsentation am Smart Health Camp in Zürich (26. Mai 2016)

Published in: Data & Analytics
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Social Media Buzz analysieren mit einem Data Warehouse – Christoph Hess

  1. 1. Social Media Buzz analysieren mit einem Data Warehouse Smart Health Camp, 26. Mai 2016
  2. 2. Bild: flickr.com/photos/myuibe “Markets are conversations.” – Cluetrain Manifesto
  3. 3. Gespräche im Social Web zeigen Bedürfnisse und Wünsche Daten: Google Trends Google-Suche nach “Krankenkasse” Google-Suche nach “Zusatzversicherung”
  4. 4. Gespräche im Social Web beeinflussen Reputation
  5. 5. Sichtbarkeit Kosten Gespräche im Social Web generieren Earned Media Earned Media Paid Media Owned Media Ad Campaigns Content Strategy & Community Management
  6. 6. Bild: flickr.com/photos/dullhunk (Fast) jede Frage, die man sich im Geschäftsalltag stellt, kann man mit Daten beantworten.
  7. 7. “Without data, you are just another person with an opinion.” – William Edwards Deming, Physiker und Statistiker Quelle: census.gov/history/img/deming.jpg
  8. 8. Aufwand Ertrag “Data only tells its observer what is happening, not why it’s happening.” – Dao Nguyen, Head of Data and Growth, BuzzFeed Quelle: inc.com/christine-lagorio/buzzfeed-secret-growth-weapon
  9. 9. Das Social Media Data Warehouse ist wie ein Gemüseregal: Das Social Media Data Warehouse ist wie ein Blumenbouquet: Daten aus verschiedenen Quellen werden gebündelt und anschaulich dargestellt.
  10. 10. Absolute KPIs Relative KPIs Reports Datenquellen und KPIs im Social Media Data Warehouse
  11. 11. Test Account auf data.kuble.com Smart Health Camp smart?health!camp
  12. 12. Absoluter KPI: Anzahl Erwähnungen Daten: data.kuble.com (Krankenkasse OR KVG OR VVG OR OKP OR Grundversicherung OR Zusatzversicherung OR Auslandskrankenversicherung OR Spitalversicherung OR Zahnversicherung OR Telmed OR Hausarztmodell OR HMO OR Hausarzt OR Einheitskasse OR Unfallversicherung OR UVGO OR UVGZ OR Krankentaggeldversicherung OR KTG OR Taggeld OR Krankenpflegeversicherung OR KPV OR BusinessCare OR CaseManagement OR Absenzenmanagement OR Spital OR Unfall OR krank* OR Krankheit OR Medizin OR Operation OR gesund* OR Gesundheit OR Gesundheitskosten OR Tarmed OR Gesundheitsberatung OR Gesundheitsratgeber OR Gesundheitspolitik OR Krankenkassenprämien OR Prämien OR Selbstbehalt OR Prämienverbilligung OR Wahlfranchise OR Leistungsabrechnung OR Kundenzufriedenheit OR Versicherungstipps OR Medikamente OR Medikamentenpreise OR Generika OR Eigenverantwortung OR Ernährung OR Zahnspange OR Alternativmedizin OR Akupunktur OR Homöopathie OR Physiotherapie OR Fitnessabonnement OR Rückenschmerzen OR Vorbeugen OR Prävention OR Training OR Sport OR Fitness OR Workout OR Relax OR Schwangerschaft OR Geburt OR Baby OR Kinder OR Lebenssituation OR Balance OR Sicherheit OR Reisen OR Essen OR Trinken OR Schnupfen OR Husten OR Grippeimpfung OR Leitbild OR Werte OR Arbeitgeber OR "Employer Branding" OR Sozialleistungen OR "Fringe Benefits" OR Mitarbeiterzufriedenheit OR Mitarbeiterbetreuung OR Interview OR Vorstellungsgespräch OR Rekrutierungsprozess OR Familienversicherung OR Familie OR "bester Service" OR Premium OR Sturzprävention OR Krankengeldversicherung OR Kundencenter OR Stressbewältigung OR Entspannung)
  13. 13. Absoluter KPI: Häufige Begriffe in Erwähnungen Daten: data.kuble.com Was steckt hinter dem Anstieg?
  14. 14. Relativer KPI: Action/Reaction Chart Daten: data.kuble.com
  15. 15. Relativer KPI: Klout Score Daten: data.kuble.com Was steckt hinter dem Anstieg?
  16. 16. Report: Conversion Funnel Daten: data.kuble.com Social Media Website Call To Action
  17. 17. Report: Owned, Paid und Earned Media Daten: data.kuble.com Anzahl Engagements Ø Anzahl Followers/Friends/ Connections Ø Anzahl Impressions
  18. 18. Christoph Hess Digital Strategist christoph.hess@kuble.com +41 78 879 18 82 @christophhess
  19. 19. www.kuble.com

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