Introduction into Social Media and Social Media Analytics
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An introduction to social media and the measurement platforms of social media analytics. Some interesting examples of social media gone wrong and some other examples of companies doing social media.
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Introduction into Social Media and Social Media Analytics
- 1. Social Media Analytics Nov 2010 Understanding the buzz on your brand.
- 2. SinoTech Group - Fast Facts • Heritage in software development • 95 employees • Global reach • Independent • Offices in Beijing, Shanghai & Hong Kong • Founded in April, 2007 sinotechgroup.com.cn
- 3. Topics • What is social media? • Give me some numbers… I want to see stats • Unlocking value with social media analytics • A few examples from around the globe sinotechgroup.com.cn
- 4. Understanding the basics of Social Media sinotechgroup.com.cn
- 5. What is social media? Social media combines a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, and micro-blogs. (Wikipedia) sinotechgroup.com.cn
- 6. The characteristics of Social Media • Open to all • Conversations & Dialogue • Relationship Development • Diverse Voices / Perspectives • Message Delivery to Stakeholders via: – Social media press release – Video news release – Internet – Social networking communities / influencers – Live streaming sinotechgroup.com.cn
- 7. Social Media is not just about Facebook or Twitter Knowledge Life Sharing Social Business Community Sharing • Photos Networking Networking Building • Blogs • Videos • Connect • Connect • Collaborate • Microblogs • Ex. YouTube, • Interact • Interact • Collect • Ex. Twitter, Sina Flickr, Youku, • Ex. Facebook, • Ex. Linkedin, • Ex. Ning (social Wordpress, 56.com MySpace, Ushi.cn networking Tianya, Blogger renren, kaixin communities) sinotechgroup.com.cn
- 8. Can my consumers online really move the dial on my brand’s reputation? sinotechgroup.com.cn
- 9. User generated content is very influential 56.3% of users said that they “got to know brands” through online channels. 58.7% actually made 81% check online purchase decisions based on comments before purchasing a user-generated online info product. (compared to only 19% in U.S.). Even when not making a purchase, 89.9% of users still pay attention to online comments. sinotechgroup.com.cn
- 10. USG has become a significant issue for companies? Growth in User Generated Content is Transferring the Power to Influence Brand Perception from Suppliers to Individual Consumers sinotechgroup.com.cn
- 11. …… and Social media marketing is growing sinotechgroup.com.cn
- 12. Asians are active online content creators Portion of Internet users who have published blogs, web pages, articles, stories, videos or audio/content on social technologies Source: Forrester Research sinotechgroup.com.cn
- 13. Asians value trusted engagement Source: TNS/Media Magazine sinotechgroup.com.cn
- 14. Asians are Online 43% of all internet users are from Asia sinotechgroup.com.cn
- 15. Some examples of social media gone bad sinotechgroup.com.cn
- 16. Skittles sinotechgroup.com.cn 1 6
- 17. Honda sinotechgroup.com.cn 1 7
- 18. Pepsi sinotechgroup.com.cn 1 8
- 20. Social Media Marketing (the Dilbert way) sinotechgroup.com.cn
- 21. Welcome to the new dawn of social media analytics sinotechgroup.com.cn
- 22. What is Social Media Analytics • Platforms designed to discover, monitor and measure online buzz • Provide understandings what your customers are thinking and saying publicly about your brand • Track all media sources with UGC relating to your brand • Systematically measure consumer sentiment toward your brand • Learn more about content authors; engage brand advocates and critics as appropriate sinotechgroup.com.cn
- 23. Can be used for different purposes within a company Crisis Reputation / Management Problem Alert Risk Assessment Brand Brand Marketing Mix/ Voice of the Management Positioning Advertising Consumer And Planning Management Market Competitive Product Insights Management Intelligence sinotechgroup.com.cn
- 24. Our Product - SinoBuzz SinoBuzz can provide: • Online reputation management analytics - analyze the positive and negative sentiment related to brands and products expressed online by customers and other key stakeholders • Enterprise work-flow tools for easy response to actionable reputational intelligence • Brand competitor analytics - online reputation analysis and comparison between competitors • Social media marketing analytics - analyze positive and negative customer sentiment in social media related to brands, products and services • Social marketing consulting services - provide social marketing strategy and solutions to inform decision making and campaign implementation for advertisers, ad agencies, and PR firms More… sinotechgroup.com.cn
- 25. SinoBuzz Charts & Maps Using charts and maps provides quick and easy ways to see social media usage analytics - analyze customer/audience behavior, interaction and usage trends on leading SNS and other social media sites sinotechgroup.com.cn
- 26. How does SinoBuzz discover and analyze social media conversations? sinotechgroup.com.cn
- 27. SinoBuzz uses sophisticated text mining algorithms to measure online conversations Key features 1. Alerting and monitoring 2. Dynamic dashboard overview and reporting 3. Deep analytics • Hot topics • Sentiment Measurement • Competitive analysis and trends • Author analysis sinotechgroup.com.cn
- 28. Examples of actionable insights Industry Action Result Hospitality Tracked campaign effectiveness Used components that resonated in future campaigns Gaming Found out consumers had tech Addressed technical concerns specification questions for new quickly to not impact sales launch Tech Company Listened to language used in Improved SEO/SEM conversation Entertainment Monitored popularity of reality TV Provided Real-time decisions on stars who to use to promote programming Cinema Post trailer feedback to influence Site changes and relationship campaign mgmt mgmt alterations Telco Identified highly viral video Enabled client to get head start on depicting negative service communication strategy experience sinotechgroup.com.cn
- 29. What is Social Media Analytics There are many vendors saying that they ‘do’ social media analytics but actually they only do a small part….. SinoTech Group is the only vendor that provides Chinese (simple/traditional), English, French, German, Portuguese, Spanish, Dutch and Japanese social media analytics in the one platform- SinoBuzz. sinotechgroup.com.cn
- 30. Social media is here to stay… here are some examples of companies using social media marketing sinotechgroup.com.cn
- 32. For example – user book reviews on Amazon.com: sinotechgroup.com.cn
- 33. … and the coke wars enter the social media world sinotechgroup.com.cn
- 34. Air New Zealand sinotechgroup.com.cn
- 35. … and the viral videos sinotechgroup.com.cn
- 36. parting thought… sinotechgroup.com.cn
- 37. “Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.” ANCIENT CHINESE PROVERB sinotechgroup.com.cn
- 38. Thank you - Dr Mathew McDougall | @sinotechian sinotechgroup.com.cn | @sinotechgroup sinotechgroup.com.cn