Guest Lecture for INF6003 E-Business and E-Commerce looking at social media for marketing and providing an overview of specialist software.

1. Social Media for
Marketing An Overview of
Specialist Software
Wasim Ahmed
Email: wahmed1@Sheffield.ac.uk
Guest Lecture for INF6003 E-Business and E-
Commerce

2. About me
• Second Year PhD student in the Health Informatics
Research Group, Information School, University of
Sheffield
• PhD examines content that is shared on Twitter
during infectious disease outbreaks
• Run a social media research blog (over 10 thousand
hits)

3. Overview of Lecture
• Part 1 – Crisis studies on social media
• Part 2 – Overview of current specialist software
• Part 3 – Hands on experience with current
cutting edge tools
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4. Aims
• Provide background information for social
media for marketing including crisis
studies
• Provide an overview of current specialist
software
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5. Objectives
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• Develop an understanding of brand crises
on social media
• Develop new knowledge of premium and
free analytical software used for business
intelligence and marketing

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• Businesses spend millions of dollars every
year tailoring their brands and protecting
them
• Historically traditional media and one-to-
many approach gave control to brands via
advertisers
Business Expenditure

7. Shift of Power
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• With emergence of social media the
traditional brand communication process
has reached something of a crisis
• Traditional communication lines are rapidly
breaking down

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Shift of Power
• When it became clear that Twitter was becoming
an important social networking site and public
communication platform
• A number of businesses and social media
marketing professionals attempted to exploit
the platform for commercial purposes

9. Sony PlayStation Network
• In mid-April 2011 the Playstation Network was
suddenly shut down without explanation
• Frustrations quickly spread through social media
sites such as Twitter as gamers around the
world voiced their annoyance at not being able
to access their online games
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10. Sony PlayStation Network
• The lack of regular updates and
information from Sony served to incense
users
• Users struggled to determine what was
fact and what was rumour on Twitter
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11. Sony PlayStation Network
• Lapse in communication was
incomprehensive to consumers
• Lack of regular updates and information
only served to incense users further
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12. • “I think It is pretty disgusting that Sony have waiting 7
days to tell users that their Credit Card details may have
been compromised”.
• “I bet the hacker will get emails out quicker than Sony!”
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Sony PlayStation Network

13. Toyota
• Toyota had to recall a number of its cars in
2009 ad 2010 due to serious safety faulty
which resulted in the deaths of over 50
people
• Unlike Sony - they immediately went into
Damage Control
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14. • As soon as the recall crisis start getting
media attention Toyota quickly put
together an ‘Online Newsroom’ and a
‘Social Media Strategy Team’ to
coordinate all the media releases
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Toyota

15. Toyota
• While there was still anger and negative
viewpoints shared through social media
services,
• Company was able to minimise their
impact by eliminating confusion and
keeping the consumer base regularly
informed of developments
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16. Brand Management
• The two cases have highlighted brands
need to know how they are being
mentioned across social media profiles
• Social Media Analytics is now a huge
market
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17. Part 2 of the lecture (‘fun part’)
• Hands on experience with some of the
cutting edge analytics platforms currently
out there:
• Visibrain Focus
• Pulsar
• Echosec
• Twitonomy
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18. Visibrain Focus
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19. Visibrain Focus
• Navigate to
http://www.visibrain.com/en/
• Log in using:
• Username: Visibrain_Guest
• Password:
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20. Task
• After logging into Visibrain Focous
• Open the Panama Papers concept
• Have a play around with how you can
manipulate the data (5-10 minutes)
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21. Pulsar Track
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22. Pulsar Track
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• Not possible to gain log-in details for
students today (Not Pulsar’s fault)
• Can however show a live demo of Pulsar

23. Echosec
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24. Echosec
• Navigate to https://app.echosec.net/
• Near the bottom left there will be an option to
enter a location to search for
• See what intelligence you can gain using
location based search. (5-10 minutes)
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25. Twitonomy
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26. Twitonomy
• Navigate to: https://www.twitonomy.com/
• (May need a Twitter account to log in)
• Have a play around with how you can
manipulate the data (5-10 minutes)
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27. Follow the Hashtag
• Navigate to
http://www.followthehashtag.com/
• Examine the features that are offered for
free (compare to Visibrain and Pulsar)
• (5-10 minutes)
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28. NodeXL
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29. NodeXL (Honourable mention )
• Social media analysis that looks at the
structure of the networks when using
social media
• One particular tool is called NodeXL,
unfortunately not possible to install on
University computers
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30. NodeXL
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• Navigate to
http://www.nodexlgraphgallery.org/Pages/
Default.aspx?p=52
• Examine how Twitter data has been
analysed (5 minutes)

31. Conclusion
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• There is no ‘best’ social media analytics
tool as they all offer something different
• This lecture has only covered some of the
popular tools that are out there.

32. Questions/ Discussions?
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Recommended reading:
Chapter 22 Twitter, Brands, and User
Engagement of Twitter and Society