This document discusses social media research solutions that can extract intelligence from user generated content. It introduces monitoring tools and text analytics techniques to measure, monitor and comprehend what is being said about brands in social networks. Five specific solutions are described: daily monitoring, crisis monitoring, social intelligence reports, tailor-made reports, and netnography studies. The goal is to answer questions about brand perception, audiences, and topics of discussion to generate insights and knowledge from social media data.

1. WHAT IF YOU COULD EXTRACT INTELLIGENCE
FROM THE CONTENT GENERATED
FROM YOUR BRAND OR
PRODUCT IN SOCIAL MEDIA?

2. WITH SOCIAL MEDIA RESEARCH
YOU CAN
A NEW METHODOLOGY BASED ON THE CROSSING BETWEEN THE BEST
MARKET RESEARCH TECHNIQUES AND ALL THE POSSIBILITIES
OFFERED BY NEW TECHNOLOGIES.
MORE THAN METRICS, WE DELIVER ANSWERS. WE COMBINE MONITORING
TOOLS, PROCESSING SOFTWARE AND TEXT ANALYTICS TECHNIQUES WITH THE
VIEWS OF OUR MULTIDISCIPLINARY TEAM.

3. The Internet has enabled the emergence of digital collaborative environments in which
users can interact, publish and generate content. These environments contain a vast
ecosystem of social networks like Facebook, blogs, microblogs (Twitter), forums, wikis,
video sharing sites like YouTube and others.
They all have one thing in common: their content is generated by and for the user.
With the popularity of smartphones and network technologies, we are increasingly
connected; expressing ourselves, sharing feelings, opinions, images and videos.
All this has generated a huge flux of information that can become a valuable source
of intelligence for organizations. However, this information is often lost or
underutilized by the lack of appropriate tools and techniques. Through the intelligent
analysis of these informational fluxes, we can extract knowledge and insights about your
market, your brand, your product, your competitors and your audience.
THE FUNDAMENTALS

4. SOCIAL MEDIA RESEARCH OBJECTIVES
MEASURING
Focus on measuring what is being said, the scope of the
messages (people impacted) and the performance of a
brand on social networks, among other analysis.
MONITORING
Focus on monitoring what is being said and
identifying the buzzes and trends.
COMPREHENDING
Focus on understanding what is being said and the
perceptions surrounding the interactions.

5. Social media offers a series of possibilities. Because of this, we have created five solutions that can be applied individually or
combined in order to deliver the expected results:
DAILY MONITORING
A summary of the main
topics associated with
your brand or product in
the social media
environment.
CRISIS MONITORING
Intensive monitoring with
the goal of providing fast
and concise inputs in
order to make decisions in
moments of crisis in the
social media environment.
SOCIAL
INTELLIGENCE
Solution focused on
generating knowledge and
insights about a brand, its
audience and market
based on the content
produced in social media.
TAILOR-MADE
REPORTS
On demand reports for
specific themes and / or
necessities.
NETNOGRAPHY
This qualitative study is
based on the analysis of
interactions developed in
collaborative environments
on the Internet.
SOCIAL MEDIA RESEARCH SOLUTIONS
Measuring and ComprehendingMonitoring Comprehending

6. SOCIAL MEDIA RESEARCH:
HOW IT WORKS

7. In social media, everything changes all the time. Constant
and continuous monitoring of what is being said is crucial
when it comes to rapidly identifying crisis and
opportunities.
SOLUTIONS DAILY MONITORING
MAIN METRICS:
• Volume and scope of mentions.
• Main topics associated with your brand or product.
DELIVERIES:
• Daily e-mail reports.
• E-mail buzz alerts.

8. In a moment of crisis in social media, we know how
important it is to make fast and assertive decisions.
Crisis Monitoring provides an X-Ray of the buzz and
detailed monitoring of the impact of the actions taken.
Example: Network diagram highlighting key influencers of a buzz
Base: 5000 tweets posted on December 2012.
SOLUTIONS CRISIS MONITORING
MAIN METRICS AND ANALYSIS:
• Time-line.
• Tendencies.
• Main influencers.
• Most used expressions.
• Associations between words.
DELIVERIES:
• Daily reports during crisis.
• Updates on buzz evolutions.

9. MY
BRAND
How much and where are
they talking about me?
What is the perception
about me?
Whoistalkingaboutme?
Whataretheytalkingaboutme?
SOLUTIONS SOCIAL INTELLIGENCE
Social Intelligence is our module that focuses on generating
knowledge and insights from content available in
collaborative environments on the Internet.
We start from the premise that information should bring
responses and generate knowledge.
As a result, our metrics were designed to answer four
questions:
DELIVERIES:
• Monthly reports

10. How much and where
• Number of mentions
• People impacted
• Share of Voice for social media
• Share of Voice for market
• Competitive analysis
Perception
• Sentiment Analysis
• Basic Emotion Analysis
Who - Audience demographic profile
• Audience demographic profile
• Audience authority
• Most influential profiles
• Network diagram of featured topics
What
• Classification by topic in the industry
• Wordcloud
• Buzzgraph
We also will monitor performance indicators in social media with the following metrics:
• Followers and fans;
• Number of tweets and relative participation between the total of tweets;
• Most engaging tweets;
• Facebook interactions;
• Publications with the greatest number of interactions on Facebook;
• Best hours to post.
METRICS SOCIAL INTELLIGENCE

11. Social media is a vast source of information that can be used for diverse ends.
Tailor-made Reports is a solution to meet specific needs for each client:
" Research reports of various topics such as competition, behaviors and
specific issues in depth.
" Methodologies, metrics and delivery formats are selected for each case
according to the client's goal.
SOLUTIONS TAILOR-MADE REPORTS
DELIVERIES:
• Report and/ or other delivery formats with major findings and conclusions.

12. " Netnography is a qualitative research technique based on the principles of
cultural anthropology. It focuses on the interactions performed on Internet
collaborative environments and its main application is consumer behavior study.
" Interactions are not treated as content, but as social interactions full of
meaning. Therefore, the kind of interaction, language and context are also
analyzed.
" Netnography has the major advantage of collecting relevant and detailed
information in natural contexts and the possibility of obtaining longitudinal studies
in short periods of time.
SOLUTIONS NETNOGRAPHY
DELIVERIES:
• Reports with major findings and conclusions.

13. A CONSTANTLY CHANGING WORLD
CALLS FOR NEW REASEARCH TOOLS.
AND WE KNOW THAT.
CONTACT US.
[55] [31] 4501 2038
atendimento@expertise.net.br
expertise.net.br