This presentation show case studies in social media analytics. The authors come from THOTH ZOCIAL and OBVOC.

1. Social Media Analytics
Challenge and Case Studies
Big Data Engineering, DPU

2. Global Usage of
Social Media Analytics
Big Data Engineering, DPU

3. PNERN ASAVAVIPAS (Nern)
CEO & Co-Founder
@ OBVOC
Education
- B.A. Economics, Thammasat University
Experiences
- 6 years in Social Listening & Analytics

4. What is Social Media Analytics?

5. Social
Listening
Social
Analytics
Social
Intelligence
Capturing
words
Analyzing Data &
Discovering Insights
Actioning Insights

6. Nespresso
Using Social Insights to Build a Global Marketing Strategy

7. Consumer Insights from Coffee Drinking Discussion on Social
Source: Crimson Hexagon

8. Customer Insights through Audience Competitive Analysis
Source: Crimson Hexagon

9. Nespresso
Implementation & Tracking

10. How data contribute Marketing Strategy
Source: Crimson Hexagon
Commercial
Advertising
Events and
“Pop Up” Store
Sponsorship

11. Commercial Advertising
Source: Crimson Hexagon
Penelope Cruz - Actress
Lana Del Rey - Singer

12. Penelope Cruz - Nespresso TV Commercial, Song by Lana Del Rey

13. Developing Marketing Strategy Based on Insights

14. Developing Marketing Strategy Based on Insights

15. Developing Marketing Strategy Based on Insights

16. Nespresso
Monitoring & Learning From Marketing Efforts

17. Measuring the Effect of Marketing Efforts
Brand Perception: Advocacy Intent to Purchase
Brand
Perception:
Positive
Reputation
Brand
Perception:
Negative
Reputation
Marketing Efforts
Source: Crimson Hexagon

18. Measuring Consumer Exposure to the Brand
Opening of Nespresso boutique
store in San Francisco
Airing of commercial featuring
Penelope Cruz and Lana Del Rey
Beginning of “Pop Up” events at
America’s Cup, SXSW, and cities
throughout the US
Source: Crimson Hexagon

19. Measuring Consumer Exposure to the Brand
Source: Crimson Hexagon

20. Measuring Consumer Exposure to the Brand
Source: Crimson Hexagon

21. Identifying Key Areas of Success
Source: Crimson Hexagon

22. Driving Consumer Purchase Intent
The “pop-up” events increasing from 3% to 21% over the same time period.
Source: Crimson Hexagon

23. Key Takeaway
Source: Crimson Hexagon
With actionable insights, Nespresso could learn from a targeted campaign, monitor efforts to learn what
marketing events worked and engaged their target audience, and build a global strategy for the future.
As with Nespresso, social insights enable any brand or agency to:
1. Know where to reach new and relevant customer segments and what messaging will most
effectively engage them.
2. Track specific campaign efforts and customer interaction with them, to know what worked.
3. Categorize and measure customer interaction to learn about brand perception, method of
exposure, and future opportunities for engagement.
4. Identify key areas of success and quantify return on investment through changes in intent to
purchase and competitor benchmarking.

30. Process & Implementation
Big Data Engineering, DPU

31. PUTTASAK TANTISUTTIVET (TOR)
Senior Data Research Analyst
@ THOTH ZOCIAL
Education
- B.Sc. Electronics Engineering, KMITL
- M.Sc. Business Administration (Marketing) , NIDA
Experience
- Social media strategy
- Digital Project Planner
- Content Strategy
- Data Research and Analyst
- Speaker @Young Data Scientist, J.Walter Thomson,
Nitade Chula

33. Data Team
Data Team = Chef

34. Chef
Raw Material Cooking Decorate and Serve

35. Data Team
Data Collecting
(Raw Material)
Data Processing
(Cooking)
Delivering Insight
(Decorate and Serve)
- NLP
- Text Mining
- Categorize
- Cleansing Data
- Association Rule
- Correlation
- Classification
- Clustering
- Timeline Analysis
- Data Warehouse
- Database
- Sourcing
- Social Media
- Data Hacking
- Tools
- Presentation
- Paper
- Research

36. Social Media Data Process
Delivering InsightData Collecting Data Processing

37. Social Media Data Process
Delivering InsightData Collecting Data Processing

38. 2.5 Billion Talks
On 2016
~ 5 Million Talks every day
~ 5,000 Talks every minute
~ 80 Talks every second

39. Data Collecting.
- Millions Millions message per month (and Very fluctuate)
- Depend on platform, Always Change!
- Junk Source and Data
- Data Limitations
- Both Structure and Unstructure Data
- Varieties type of Data (Text, Video, Image, Numbers)
- Coverage VS Accuracy

40. Social Media Data Process
Data Collecting Data Processing Delivering Insight

41. Data Processing.
- Natural language
processing
- Text Mining
- Cleansing Data
- Categorize
- Association Rule
- Correlation
- Classification
- Clustering
- Data Modeling

42. NLP Procedure
Data
(input)
Word
segmentation
Feature
extraction
Weight
optimization
Results
(output)
Classification
● Word
● Sentence
● Paragraph
● Document
● Tokenization
● Part-of-speech tagging
● Binary
● Numeric
● Bag-of-words (BOWs)
● TF-IDF
● Sub-words (prefixes,
suffixes)
● etc.
● Supervised learning
○ Machine learning
● Unsupervised learning
○ Clustering
● Target output
○ Sentiment score
○ Opinion
○ Keywords
○ etc.

43. Social Media Data Process
Delivering InsightData Collecting Data Processing

44. Data interpretation.
หลังจากออกรบกลับมา ฝูงเครื่องบินของคุณถูกยิง
พรุนและมีกองบินรอดกลับมาไดครึ่งหนึ่ง กอน
ออกรบครั้งตอไปคุณจะเสริมเกราะใหกับสวนใด
ของเครื่องบิน?
ก ) สวนที่ถูกยิงเยอะ
ข) สวนที่ไมถูกยิง

45. “
Turn Data into
Value Information
“

47. - Text
- Image
- Video
- Time
- Location
- Engagement
- Etc.
- Segmentation
- Interested
- Behaviors
- Trend
- Attitude / Perceptions
- Unknown Insight
Data interpretation.

48. Data interpretation.

49. Data interpretation.

50. Challenge: Social Media Data
Big Data Engineering, DPU

51. Social Media Data
is
“Junk VS Accuracy”

52. Crawled Data
iPhone 7S
iPhone7S
iPhone7 S
iPhone 7S
ไอโฟน7s
ไอโฟน 7s
ไอโฟน 7s
ไอโฟน7 s
ไอโพน7s
ไอโพน 7s
.
.
.
“Huawei P9 Plus”
5*2*3*2*2 = 120 Keywords
Subject
(“Huawei” | “หัวเหวย” | “หัวเวย” | “ฮัวเหวย”)
&
(“P9plus” | “P9 plus” | “P9+” | “พี9”)

53. Social Media Data
is
World of “ASSUMPTION”

54. Mobile Voice | Assumptions
- Voice สงผลกระทบตอความอยากซื้อของ Users ไหม?
- ชองทางแตละชองทาง มีผลกระทบเทากันไหม?
- เอาเฉพาะ Users โพสท หรือเอาที่ Page โพสทดวย?
- คนถายรูปขึ้น IG แลวใส #Huaweip9 จะนับไหม?
- การที่คนพูดวาที่โลตัสทีขาย = แนะนําใหไปซื้อไหมหรือแคบอก?
- 1 ขอความมีการพูดถึง 2 รุน จะนับแยกกันหรือนับรวม
- 1 ขอความที่พูดถึง Feature ตางๆ จะนับแยกหรือนับรวม
- 1 ขอความที่ไดรับ Engagement จะแปลความหมายของ Engagement ยังไงดี?

55. Social Media Data
is
“Thai Culture and Lang is not easy”

56. Beautiful of Thai Lang

57. Beautiful of Thai Lang

58. Social Media Data
is
“Limitations”

59. Social Media Data
is
“Not fit for all”

60. Brief
- อยากวัดเรตติ้งของทีวีบน Social Media

61. Social TV Rating
- Data ชุดไหนบน Social Media ที่เปนตัวแทนของ Rating?
- คา Video View?
- คา Voice ที่พูดถึงรายการนั้น?
- คา Engagement บน Video?
- จัดความสําคัญระหวางขอมูลของ Live Video กับ VOD ยังไง?
- จะใชคา FB Video หรือ Youtube Video หรือรวมกัน?
- Facebook Live คือ Time Base หรือ VOD?
- จะเอา Voice เปน Rating หรือเปน Amplifier?
- แลว Sentiment หละ??
- คาบางคาไมสามารถเก็บได

62. Social TV Rating
3 Sec = 1 Views 30 Sec = 1 Views

63. Challenge:
Business Stakeholder
Big Data Engineering, DPU

64. Expectation Reality

66. It’s CONFIDENTIAL!

67. Jargon!

69. How to prevent?

70. Upper-level
User
MorePower&
Unapproachable
Middle-level

71. Start with small and Build Trust

72. Business Expertise

73. 1. Engage with higher position as much as you can.
2. Start with small and build their trust.
3. Be careful your jargon words.
4. Keep learning on your fields.
5. Talk less and show more.
Key Takeaway

74. Enjoy Analyzing!

75. Case Studies
Big Data Engineering, DPU

76. Ways to apply Social Media Data
นมผง
อึ
ราคา
แบรนด
Use Correlation Technique
MOM’s Insight

77. Ways to apply Social Media Data
Answer : 33% ซื้อ, 31% รอ, 21% เดิน, 21% กิน
Store Visit #1 : { “ ไป + x ”... store } (Use Association Technique)
Question : ลูกคาไปทําอะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at store.
Identify “ไป” and adjacent keyword.

78. Ways to apply Social Media Data
Store Visit #2 : { “ ไป + ซื้อ + x ”... store }
Question : ลูกคาไป “ซื้อ”อะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at
store. Identify “ไป+ซื้อ” and adjacent keyword.
Answer : 12% โคก, 10% ไข, 77%

79. Ways to apply Social Media Data
Store Visit #2 : { “ ไป + ซื้อ + x ”... store }
Question : ลูกคาไป “ซื้อ”อะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at
store. Identify “ไป+ซื้อ” and adjacent keyword.
Answer : 12% โคก, 10% ไข, 77% แม

80. Ways to apply Social Media Data
แฟน
ความ
ปลอดภัย
Condo Insight

81. Ways to apply Social Media Data
แฟน
ความ
ปลอดภัยเมียCondo Insight

82. Ways to apply Social Media Data
“หนากาก XXX”
Followed by
“Superstar name”

83. Ways to apply Social Media Data

84. Ways to apply Social Media Data
1
2
Kumamoto > Fukuoka > Nagasaki
Fukuoka > Kumamoto > Mountain Aso
1
2
Mountain Aso > Kumamoto > Fukuoka
Fukuoka
Kumamoto City
(Castle, Suizenji, etc.)
Travel Behavior

85. Ways to apply Social Media Data
Event Analysis

86. Ways to apply Social Media Data
Event Analysis

87. Ways to apply Social Media Data
Precisions Ads

88. Ways to apply Social Media Data
Traditional Ads Targetings Ads Personalized Ads
Improve way to advertising

89. Ways to apply Social Media Data
CHATBOT
Application and interface (Input)
Natural language processing (NLP)
Intelligent search
BOT knowledge
Keyowords/Pattern matching and sorting
Ontology PlatformDictionary
Conversational AI

90. Ways to apply Social Media Data
Sarcasm Prediction

91. ฝากไวใหคิสส….
- สิ่งที่อยากที่สุดของการทํางานขอมูลคือการไมมีขอมูล
- การทํางานกับ Data ตองใชเวลา, จงเริ่ม!
- หากรักจะทํางานดานนี้จริง อยารังเกียจการเปน “ภารโรงขอมูล”
- ไมใชทุกคนที่สามารถพัฒนาตัวเองจนเกงไดทุกดาน
- ไมใชทุกคนที่จะเขาใจและชอบ Data
- Data ไมใชเวทยมนต
แตเปน ‘คน’ ตางหากที่ใช Data เพื่อสรางเวทยมนต

93. THANK!