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Getting Value From Social Media


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What you could mine about your brand in social media? What issues are there when you organise marketing campaign in a social network?

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Getting Value From Social Media

  1. 1. Getting Value From Social Media Maria Grineva Systems Group Dept. Computer Science ETH Zurich - Switzerland
  2. 2. Systems Group. D-INFK. ETH Zurich Tools For Social Media Analysis <ul><li>Real-time brand monitoring on Twitter </li></ul><ul><li>Getting involved into real-time conversations and managing people’s opinions about a brand </li></ul><ul><li>Semantic analysis of Blogosphere </li></ul>
  3. 3. Real-time Brand Monitoring On Twitter Systems Group. D-INFK. ETH Zurich Example pic from Harvard Business Review <ul><li>Twitter – 50M users all over the world posting short messages via mobile devices and Web </li></ul><ul><ul><li>50M tweets per day; </li></ul></ul><ul><ul><li>19% of them contain mention of a brand; >25% mention brands indirectly </li></ul></ul>
  4. 4. Real-time Brand Monitoring: Key Issues <ul><li>Understanding opinions about a brand (Sentiment analysis of tweets) </li></ul><ul><li>If negative – why? </li></ul><ul><ul><li>identifying blog posts/news with negative reviews </li></ul></ul>Systems Group. D-INFK. ETH Zurich
  5. 5. Real-time Brand Monitoring: Key Issues <ul><li>Learn about competitive landscape: </li></ul><ul><li>Look for user experience, problems, questions. </li></ul>Systems Group. D-INFK. ETH Zurich
  6. 6. Real-time Brand Monitoring: Key Issues <ul><li>Identification of sudden bursts of new words related to a brand: </li></ul><ul><li>Getting news/blog posts that influence the brand image (using Twitter for monitoring the whole Web! ) </li></ul>Systems Group. D-INFK. ETH Zurich
  7. 7. Getting Involved Into Real-time Conversations <ul><li>Identifying influenceable users in the field </li></ul><ul><li>Planning marketing campaign: </li></ul><ul><li>Identifying the minimum set of influenceable users </li></ul><ul><li>that would be enough for </li></ul><ul><li>spreading positive opinion widely </li></ul>
  8. 8. Understanding Social Communities <ul><li>Identifying communities of people with interests relevant to a brand </li></ul>Systems Group. D-INFK. ETH Zurich Facebook network communities (by Flickr’s sociomantic)
  9. 9. Semantic Analysis of Blogosphere <ul><li>Novel technology for semantic text processing using Wikipedia knowledge </li></ul><ul><li>Key techniques: semantic relatedness between concepts </li></ul><ul><li>word sense disambiguation </li></ul>Systems Group. D-INFK. ETH Zurich
  10. 10. Semantic Analysis of Blogosphere <ul><li>Capturing not only exact brand names, but also related words </li></ul><ul><li>Novartis semantically related to: </li></ul><ul><li>Valsartan, Pfizer, Daniel Vasella, Influenza vaccine, Diclofenac … </li></ul><ul><li>Semantic search for Blogosphere demo: </li></ul>Systems Group. D-INFK. ETH Zurich