The document discusses social media intelligence and its significance for brands, highlighting the expansive and rapidly growing social media landscape, including user behavior and global advertising spend. It introduces SIP: Enterprise, a technology solution designed to analyze brand sentiment and consumer insights across various online platforms. The document emphasizes customizable features, applications for marketing and risk management, and the consulting services available to help companies leverage social media data effectively.

1. Social Media Intelligence Feb 2011
for gaining brand insights

2. Overview
• The social media landscape
• Unlocking social media insights with technology
• Introducing SIP: Enterprise
• Consulting & market research
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3. 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,
micro-blogs.
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4. The Social Media Landscape
• 2,000+ social networks
• 160 million plus groups
• 1.9 billion people online (420m in China)
• 950 million social networking members (and growing)
• Users of SNS sites log-in 5 days a week, 4 times a day and spend
about 1 hour each day
• US$65.2 billion in global online advertising spend
• 126 million blogs
• 30 billion photos uploaded to Facebook per year. 1 billion photos on
Flickr
• 1 billion – The total number of videos YouTube serves in one day.
• Twitter 175 million users, seven languages, 25 billion tweets (2010)
Sources: Internet world stats ,blogpulse, Anderson Analytics, IDC's Digital Marketplace Model and Forecast, sysomos, twitter.com
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5. The Digital Marketing Specturm
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6. What does this all mean?
With so much content being created each day, each minute, each
second… you need to analyze what is being said, where it is being said
and who is saying it…
SinoTech Group brings the world’s most sophistocated technologies and
consulting practices to bear in helping companies truly understand their
online position.
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7. Technology
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8. Our Technology Solution
Key features
1. Online self-serve
dashboard
2. Alerting, monitoring &
reporting
3. Deep analysis
• Hot topics
• Sentiment
Measurement
• Competitive
analysis and
trends
• Author analysis
• Location
• Language
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9. Application of the Technology
Crisis Reputation /
Weak Signal Alert
Management Risk Assessment
Brand Brand Marketing Mix/
Management Voice of the
Positioning Advertising
Consumer
And Planning Management
Market Competitive
Management Product Insights
Intelligence
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10. The Platform - SIP: Enterprise
• Understand what your customers are thinking and they are saying
about you
• Track all sources related to your brand including online news and PR
• Measure your brand sentiment through consumer generated online
content
• Learn more about your
content authors (value and
influence).
• Pin point geographical /
location based trends
• Work across all major
languages
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11. The Flavors of SIP
SIP: Enterprise
Our flagship product provides analysis of the content, sentiment, origin,
author & language of online information relating to your area of interest.
SIP offers critical insights & intelligence about the topics you care about.
Because certain industries have particular requirements, SIP now comes in
a number of specialized versions that have been tailored to extract
industry-specific information. Our current SIP industry solutions include;
SIP: Hospitality SIP: Aviation
SIP: Cruise SIP: Travel
SIP: Auto SIP: FMCG
Please check with your Account Manager for a list of the latest SIP modules.
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12. SIP: Enterprise Dashboard
Determine in what channels
your area of interest is being
Ability to analyze discussed
the sentiment on
individual phrases
surrounding your
topic keywords.
Completed in near
real-time.
Identify the authors
contributing to the
discussions
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13. Control & Customization Elements
Each area can be filtered to
provide more granular insights
Menus can be
customized
and restricted
based on user
level access
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14. Location Elements
Using the filter allows you to segment
further. i.e., find the positive mentions
or type of channel being used
Knowing where
someone is Simply clicking on
discussing your the red dot will take
brand is critical. you to the list of
You can drill mentions.
down to country
and province
level.
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15. Reports & Workflow Elements
Customized reports can be
created by following a simple
wizard
Assigning tasks is an
important element
that allows for
follow-up and
acountabilty
A system log can show when
someone logs in, changes a
password or deletes a record
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16. Why Companies Choose SIP: Enterprise
Coverage of
Western and Social Media
Globalized Self-serve, Intuitive Online Engagement
Chinese Sites Metrics
User Interface Workflow
Management
• Blogs • Support for
(over 100 million) • Sentiment score • Users can login to • Tracking, audit
simplified and
• BBS/Forums traditional Chinese, • Buzz volume check profiles 24x7 trails, workflow
• Online news sites English, Spanish, • Author • Multi-language management
French, Italian, identification user interface • Configurable UI
• Video sites
German, • Foursquare • Able to track and • Filtering is multi-level
• check-in's view topics of
Japanese, Korean, and can be used to
Microblogging(Twi interest via online
Russian keywords, • twitter metrics, segment the data
tter/Weibo) dashboard
content and RT, Followers
• Photo sites sources • Data collected in
• Compete.com &
• Social network • Ability to easily Alexa site traffic near real-time
sites filter content by metrics • Configurable
• Wiki language and reports sent to your
country of origin email
• Configurable
email alerts for
breaching of set
metrics threshholds
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17. Consulting & Research
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18. Consulting Framework
Although many clients use
SIP: Enterprise themselves,
some others enjoy the
support of SinoTech Group
From Client in proving understandings
and insights about the
Business
Objectives information in the platform.
The consulting may take
Action
the form of a simple report
From Client
or could be more
SinoTech Group
Experience
Data substantial and include
Analysis
recommendations
regarding social media
strategy & approach.
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19. Market Segmentation & Customized Research
Understanding the requirements of different groups of customers with
similar needs, the marketer can offer appropriate products and services
or communicate effectively with a series of differentiated markets .
Other advantages include:
• Matching customer needs to products and services
• Niche marketing tactics to identify and serve new customers
• Match resources and capabilities to market segments where
competitive advantages are enjoyed
• Leverage market intelligence in appropriate market sectors
not utilised by competitors
• Develop value added product propositions that command premium
pricing
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20. Summary of Services
Expertise Capability Description Service
User Insight Uncovering insight about user needs, motivations and • Persona Development
behaviours and how these are manifested online and on other • User Research / Bespoke
digital platforms. Our focus is on the discovery of insight that Research
Insight leads to competitive advantage.
Competitive Analysis of complex interactive environments from the users’ • Competitive Analysis
Analysis point of view to identify risks and opportunities that shape • eSituation Analysis
strategy.
Interactive Developing business strategies that leverage interactive • Future Scenario Planning
Strategy Business opportunities and define the necessary organisational change • Organisational Design
Strategy required to deliver the end goal. and Business
Transformation
Competitive / Monitoring of the online environment for insight and the • eBusiness and Digital
Environment transformation of that insight into actions and competitive position Audits
Monitoring advantage. • Scope - Environment
Monitor
Monitoring & • Online Media Monitor
Evaluation • Sentiment Monitor
Performance Analysing the end-to-end performance of interactive activities • KPI’s, Ratios and
/ Evaluation to identify opportunities for improvement. Benchmarking
monitoring • Analytical Strategy
• Social Analytics
• Beacon - Evaluation
Reporting
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21. About SinoTech Group
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22. SinoTech Group - Fast Facts
• Heritage in online platform / software
development
• Social Media Intelligence Technology &
Consulting
• Global reach
• Independent
• Offices in Beijing, Shanghai & Hong Kong
• Founded in April, 2007
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23. Thank you -
Dr Mathew McDougall | @sinotechian
sinotechgroup.com.cn | @sinotechgroup
This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without expressed written consent of SinoTech Group.
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