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Data That You Can't Find in Analytics - Social Media Monitoring by Replise via a case-study

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My presentation on Superweek 2013 conference. http://superweek.hu/
First, I introduce social media monitoring solutions in general, then focus on Replise technology. Finally, you can see a snapshot on the possibilities of Replise's social media monitoring and analyzing system via the Apple - Samsung trial case-study during the summer of 2012 in Hungarian social media space. The perception of the competing brands were different if we compare journalists to the social media users.

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Data That You Can't Find in Analytics - Social Media Monitoring by Replise via a case-study

  1. 1. DATA THAT YOU CAN’T FIND IN ANALYTICSSOCIAL MEDIA MONITORING BY REPLISEWITH A SAMSUNG vs. APPLE CASE-STUDY SUPERWEEK 2013
  2. 2. INTRODUCTION• Social Media Monitoring (SMM)• Replise’s way of social media monitoring• Samsung and social media• The Apple vs. Samsung patent trial in Hungarian social media
  3. 3. SOCIAL MEDIA MONITORING Social media is the mixture of channels (social networks, forums, blogs, Twitter, video sharing sites) and the user activity based on user generated content that is created and shared outside the traditional media channels. It can be measured and brands can have an influence on their social media presence – not only on their owned channels.
  4. 4. HOW TO TRACK SOCIAL MEDIA? AD TRACKING SMM TOOLS WEB ANALYTICAL TOOLS A good social media monitoring tool • gives you data that covers the language/country well • understands your language • is dynamic • is quick • is able to run complex queries • has near real-time results • can filter out irrelevant mentions • can give you historical data, too
  5. 5. SOLUTIONS IN SOCIAL MEDIA MONITORING FREE TOOLS PAID TOOLSe.g. 48ers, SocialMention (using Open APIs) e.g. Replise, Brandwatch, etc. LOCAL TOOLS INTERNATIONAL TOOLS e.g. Replise, Buzzboot e.g. Radian6, Sysomos AGGREGATORS TOOLS WITH OWN ENGINESe.g. Brand24, Social Mention (using Open APIs) e.g. Replise, Radian6 MONITORING TOOLS ANALYZER TOOLS e.g. Social Pointer, Monitter e.g. Replise, Alterian PLATFORM-SPECIFIC TOOLS MULTI-CHANNEL TOOLS e.g. SoTrender, Wildfire, Analytics PRO e.g. Replise, Gridmaster
  6. 6. PROBLEMS TO SOLVE• Understanding the user generated content (slang, typos, etc.) • Defining what is relevant: reducing noise, language identification • Sources to involve • Big data problems • Storage • Being near real-time • Dynamic software • Following platform changes • Pioneering • Educating the market
  7. 7. WHAT CAN WE GIVE TO OUR CUSTOMERS?MARKETING: SALES AND CUSTOMER SERVICE: • Strategic planning • Complaint management • Consumer issues • Campaign planning • Direct sales and lead management • Campaign tracking • Loyalty programs • Campaign evaluation • Getting insights • Creating trend reports • Analyzing competitors and benchmarks • Identifying opinion leaders and influencers PR: • Reputation management • Focus group recruitment and product testing • Crisis alerts and reports • Setting up social press lists HR: • Online press monitoring • Employer reputation • Popularity indices • Search for specialists • Impact metrics • Social headhunting
  8. 8. REPLISE TECHNOLOGYLocal focus: We can handle not only general keywords but also synonyms,inflected forms, misspelled words unlike great international providers’ tools.Right now we have three local tools: Hungarian, Polish and German.World class technology: We do not collect data via APIs as other vendorsbut develop own search engines and collect data from the past, too. (“Wereindex and store the internet.”) Data can be visualized in the software in adynamic way, you don’t need other special analytical tools. If you want to addour graphs to presentations, you can easily export them.Broadest coverage: Compared to international vendors’ tools we have muchmore relevant results. Millions of results arrive a day, most of them near real-time.Clear database: There is a constant pursuit and development on keeping ourresults clear and relevant.Historical data: For any request we can give data from the past, too (back tomid-2010).
  9. 9. SAMSUNG’S MARKETING SPENDINGS Source: http://www.asymco.com/2012/11/29/the-cost-of-selling-galaxies/ Samsung spends considerably more than Apple and Microsoft. They spend more than Coca Cola.
  10. 10. SAMSUNG’S EFFORTS IN SOCIAL SPACE Social media is extremely important for Samsung. Samsung uses social media monitoring data on each market where they are present. The company is one of our most significant clients. We send them daily reports with processed data: tagging and sentiment analysis is required, it is done via manual processing. Our data are sent to their HQ for further analysis. Samsung has plans to open a new social networking service in 2013: »Samsung is planning its own Facebook-like service to debut early next year. The Korea Times cites a Samsung official who says the company hopes to launch its social networking service to compete with Facebook, available on a variety of internet-enabled devices — including cameras, televisions and Blu-ray players. The publication says Samsungs internal name for its project is "Samsung Facebook." Samsungs social network is believed to built on top of Amazons cloud computing platform, and a company official confirmed to The Korea Times that the new service "will become available in the first quarter of next year at the earliest," adding that the goal is to expand Samsungs "social media service across different devices from different companies across different mobile platforms."«
  11. 11. SAMSUNG vs. APPLE Samsungs New Anti-iPhone 5 Ad Is The Fastest-Growing Viral Tech Video http://www.businessinsider.com/samsung-most-viral-brand-in-video-ads-2012-9#ixzz2IliFQSmG The link of the video: http://youtu.be/nf5-Prx19ZM
  12. 12. IPHONE UNIVERSE vs. SAMSUNG GALAXY Apple Samsung- ‘It just works’ is not a valid slogan today - copying strategy- is not so sexy anymore: - have more product launches than Apple- competitors caught up them - they are the biggest supplier of Apple- failures (e.g. Maps) - more Galaxy sales than iPhone: became market leader- lack of real innovation (iPhone 5, iPad Mini) - customers are satisfied with their products- “arrogance” - in design there is still a lot to learn- lack of Steve Jobs Galaxy is the leading smartphone in the US In December 2012 more LG cellphones were sold than iPhones (it is not clear if LG data covers only Optimus series or Google’s Nexus mobiles, too) rest Samsung 25% 33% Motorola 8% HTC LG 9% 13% Apple 12% Source: http://thenextweb.com/mobile/2013/01/21/lg-snatches-second-place-from- apple-in-us-handset-market-following-december-sales-report/
  13. 13. THE PATENT TRIAL 2011 APR April 15, 2011: Apple turns to court 15 2011 APR April 22, 2011: Samsung turns to court 22 2012 JUL July 30, 2012: The jury trial starts 30 August 24, 2012: verdict: 2012 “Samsung had willfully infringed on Apples design and utility patents AUG and had also diluted Apples trade dresses related to the iPhone. The 24 jury awarded Apple $1.049 billion in damages and Samsung zero damages in its counter suit.”
  14. 14. HOW TO IDENTIFY THE ISSUE? Keyword group 1: apple; samsung; szifon; samu Keyword group 2: penalty; jury; lawsuit; patent; illegitimate; verdict; victory; lose; win; patent rights; restitution; stole; license some sources on the issue added
  15. 15. SOURCE ANALYSIS OF THE TRIAL MENTIONS July 31 - August 31 2012
  16. 16. SOURCE ANALYSIS OF THE TRIAL MENTIONS Identifying top channels (sources) in Hungarian blogosphere.
  17. 17. SOURCE ANALYSIS OF THE TRIAL MENTIONSNews shares on Twitter
  18. 18. SOURCE ANALYSIS OF THE TRIAL MENTIONS Top forum topics on the trial
  19. 19. LINGUISTIC CONTEXT OF THE TRIAL MENTIONS Word cloud: the most often used words in the online content focusing on the trial July 31 - August 31 2012
  20. 20. TYPE OF MENTIONS News: Articles on the trial on news portals News shares: Only sharing articles without personal comment Consumer opinions: Emphasizing an opinion on the trial July 31 - August 31 2012
  21. 21. SENTIMENT OF BRANDS BEFORE THE VERDICT IN NEWS July 31 - August 24 2012
  22. 22. SENTIMENT OF BRANDS AFTER THE VERDICT IN NEWS August 25 - August 31 2012
  23. 23. COMPARISON OF SENTIMENTS OF BRANDS IN NEWS Apple + Samsung - Samsung + Apple -Before the verdict 17% 34% 23% 26% After the verdict 32% 46% 13% 9% 0% 25% 50% 75% 100% July 31 - August 31 2012
  24. 24. CONSUMER OPINIONS
  25. 25. SENTIMENT OF BRANDS BEFORE THE VERDICT CONSUMER OPINIONS July 31 - August 24 2012
  26. 26. SENTIMENT OF BRANDS AFTER THE VERDICT CONSUMER OPINIONS August 25 - August 31 2012
  27. 27. COMPARISON OF SENTIMENTS OF BRANDS CONSUMER OPINIONS Apple + Samsung - Samsung + Apple -Before the verdict 19% 17% 24% 40% After the verdict 16% 26% 15% 43% 0% 25% 50% 75% 100% July 31 - August 31 2012
  28. 28. COMPARISON OF SENTIMENTS OF BRANDS Apple + Samsung - Samsung + Apple - Before the verdict - in NEWS 17% 34% 23% 26%Before the verdict - CONSUMER OPINIONS 19% 17% 24% 40% After the verdict - in NEWS 32% 46% 13% 9% After the verdict - CONSUMER OPINIONS 16% 26% 15% 43% 0% 25% 50% 75% 100% July 31 - August 31 2012
  29. 29. SUMMARYAlthough Apple has won the trial in legal terms and got more than 1 billion $ compensation, consumer opinions reflect a slightly more negative attitude towards the brand after the verdict.
  30. 30. THANKS FOR YOUR ATTENTION. FURTHER INFORMATION: HTTP://REPLISE.COM JANOS.PALINKAS@REPLISE.COM

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