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Social Media Insights: 2018 Social Media Trends and Analytics Implications | PaloPro

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In this presentation, Marina Grapsa, Client Service Director at PaloServices, focused on analyzing four (4) trends in social media that drive social media insights. Particularly:
1. Brands are turning into broadcasting technology and videos in replace of writing and publications.
2. The rise in the impact of influencers and micro-influencers as a result of the public's lack of public confidence in media, social media and institutions.
3. The influence and development of Artificial Intelligence, which helps automate and facilitate understanding and customer service.
4. The momentum for Social Data, where brands seem to show more emphasis on social media insights and try to get a piece of the channels themselves.
Finally, Mrs. Grapsa referred to the kinds of analysis that can be made in social media, but she also provided some useful tips for a successful Social Media Insights analysis and export, practices that are used and evolved continuously by PaloPro.
Learn more about PaloPro, the most user-friendly Social Media Monitoring Tool, at https://palopro.io

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Social Media Insights: 2018 Social Media Trends and Analytics Implications | PaloPro

  1. 1. Social Media Insights 2018 Social Media Trends and Analytics Implications four weddings and a funeral (NOT)
  2. 2. four weddings and a funeral TRUST DECLINES, PEER INFLUENCE RISES HUMANS, MEET AI THE PROMISE (and reality) OF SOCIAL DATA VIDEO CONTENT CONSUMPTION SKYROCKETS 01 02 03 04 (NOT) trends
  3. 3. 3 1. VIDEO CONTENT CONSUMPTION SKYROCKETS 1.8 43% 1200% 85% 1.0 Million words Is the value of one- minute video (Video Brewer) of people want to see more video content from marketers (HubSpot) more shares are generated from video than text and image combined (Responsive Bound Marketing) of Facebook Video is watched without sound Billion users, almost 1/3 of all people on the internet are on YOUTUBE Brands are turning into publishers. Social networks are encouraging brands to become broadcasters. 100 Million hours of video Are watched everyday on Facebook (TechCrunch).
  4. 4. C B A GATHERING DATA AND ANALYSING FROM YOUTUBE, INSTAGRAM VIDEOS, FACEBOOK VIDEO UNDERSTAND THE IMPACT OF VIDEOS CHECKING SUBSCRIBERS AND FOLLOWERS TO UNDERSTAND THE EFFECT OF VIDEOS IMAGE RECOGNITION AND SPEECH RECOGNITION FOCUS IN THE FUTURE AT IMAGE AND SPEECH RECOGNITION ON VIDEOS What are the Social Media Analytics Implications 4 1. VIDEO CONTENT CONSUMPTION SKYROCKETS
  5. 5. Trust in media, government and corporations are significantly declining.Consumers turn to a familiar source: Each Other. 5 2. TRUST DECLINES, PEER INFLUENCE RISES Public Trust in Governance nearly historic lows! Around 20%
  6. 6. Trust in media, government and corporations are significantly declining.Consumers turn to a familiar source: Each Other. 6 2. TRUST DECLINES, PEER INFLUENCE RISES 7% is expressing trust in the Greek Political Parties. 15% is expressing trust in the Governance in Greece. 48% is expressing trust in Church…
  7. 7. TRUST FOR ALL MEDIA KEEPS DECLINING 105 103 83 72 71 52 66 a b c d e 201 1 200 8 200 9 200 7 201 3 MEDIA TRUST INDEX 201 4 201 5
  8. 8. EVEN THE ONLINE MEDIA’S TRUST DECLINS 192 131 261 178 131 113 a b c d e 201 3 200 9 201 1 200 8 201 4 INTERNET TRUST INDEX 201 5
  9. 9. Today more than ever, monitoring the brand’s advocacy is the most crucial metric for a brand. Understanding the level of advocacy and the use of influencers is the key in successful brands. Influencers, Micro Influencers and Brand Ambassadors are driving the brand’s advocacy 88% 90% of Buyers Consider online reviews “very influential” when making a purchase decision of consumers trust peer recommendations 33% of consumers trust ads * Source: Group High Research While…
  10. 10. MEASURE YOUR DIGITAL BRAND EQUITY MAKE SURE TO KEEP TRACK OF ONLINE ADVOCACY LEVELS B A OFFLINE AND VIRTUALLIFE SOCIAL NETWORKS HAVE A STRONG SOCIAL IMPACT Online social interactions are some of the aspects that have emerged in recent discussion. 10
  11. 11. DIGITAL BRAND EQUITY ANALYSIS FRAMEWORK 01 02 03 RELEVANCE TO THE BRAND ANALYSE THE EXISTING DISCUSSIONS TO UNDERSTAND WHETHER THE BRAND IS RELEVANT TO CONSUMERS BRAND AWARENESS MEASURE AND DECODE AWARENESS OF THE BRANDS. GIVEN THE LEVEL OF BUZZ IN THE SOCIAL AND WEB ENVIRONMENT: MEASURE HOW MUCH A BRAND IS PROMINENT IN CONSUMERS’ MIND AND HOW HIGHLY IS PLACED INTO DAILY DISCUSSIONS AFFINITY TO THE BRAND ANALYSE THE DISCUSSIONS TO UNDERSTAND THE LEVEL OF AFFINITY CONSUMERS HAVE WITH EACH BRAND IMAGERY OF THE BRAND UNDERSTAND AND DECODE WHAT IMAGE EACH BRAND CONVEYS IN CONSUMERS’ MIND04
  12. 12. Automation can be exceptionally useful but AI strategy must stay focused on being human, helpful and relevant at a scale 3. HUMANS, MEET AI Artificial intelligence (AI) is the ability of computers to understand certain aspects of the natural world, and ultimately, use that understanding to complete tasks normally requiring human intellect and effort. “ “
  13. 13. 3. HUMANS, MEET AI Though there are numerous applications of AI in marketing, all of them fulfill a single purpose. To better understand the customer and make smarter marketing decisions. N E S W Approximately 2 billion internet users are active on social media One in every four people in the world Instagram users post 46,740 pictures every minute 1,209,600 new data producing social media users each day 656 .000.000 tweets per day!Every minute on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.
  14. 14. With this enormous amount of data available, it becomes more and more important the use of AI in the social media analytics practices. 14 01 02 ANALYSIS OF SENTIMENT Automatically generated sentiment DISCUSSION THEMES Automatically generated themes of discussions AI APPLICATIONS TO SOCIAL MEDIA INSIGHTS GENERATION
  15. 15. Example of a Super Market’sThemeTrendline. Monitoring Themes through time, provides better Insights 10/10/2017 10/13/2017 10/16/2017 10/19/2017 10/22/2017 10/25/2017 10/28/2017 10/31/2017 11/3/2017 11/6/2017 11/9/2017 11/12/2017 11/15/2017 11/18/2017 11/21/2017 11/24/2017 11/27/2017 11/30/2017 12/3/2017 12/6/2017 12/9/2017 12/12/2017 12/15/2017 12/18/2017 12/21/2017 12/24/2017 12/27/2017 12/30/2017 1/2/2018 1/5/2018 1/8/2018 1/11/2018 1/14/2018 1/17/2018 1/20/2018 1/23/2018 1/26/2018 1/29/2018 2/1/2018 2/4/2018 2/7/2018 2/10/2018 2/13/2018 2/16/2018 2/19/2018 2/22/2018 2/25/2018 2/28/2018 3/3/2018 3/6/2018 3/9/2018 3/12/2018 3/15/2018 3/18/2018 3/21/2018 3/24/2018 3/27/2018 3/30/2018 4/2/2018 4/5/2018 4/8/2018 4/11/2018 Prices Quality Stores Customer Service Variety Greekness
  16. 16. There is been a lot of talk about the benefits of uncovering insights with social data. But integrating social data with other analytics systems or finding useful insights from social mentions required more work and more resources. In 2018, the promise of social data remains but organizations will have to re- calculate the effort and resources need to turn it into a true source of customer insights. 4. THE PROMISE (and reality) OF SOCIAL DATA Almost every company is trying to get a slice of the social media pie. Creating profiles on multiple social media platforms in hopes to increase your brand message is all well and good. But the sweeter part of the equation is more often than not the SOCIAL MEDIA ANALYTICS.
  17. 17. MONITORING SOCIAL MEDIA CONTENT 17 TIPS TOWARDS “THE PROMISE” Use Qualitative techniques to unveil the topics of discussion and understand the brand effect Use a systematic and in parallel creative way of data analysis Use Quantitative techniques to cluster and depict the size of the issues at hand
  18. 18. PROCESS AND STUCTURE IS KEY 18 TIPS TOWARDS “THE PROMISE” Collect Analyze Synthesize INSIGHTS Collect data from all different sources and all different metrics Enriching the social media content Synthesize information and reach out on Insights. Provide actionable insights for clients Sentiment Analysis World Clouds Document Clustering User’s profile and information Tracking Monitor Analysis of conversations (topics) Who’s talking? Where? Analysis of emotions Deliver insights driven data based on the given brief. BRIEF The most important part of the process is a detailed brief. With this high amount of information out there, only a detailed brief can guide an analyst to focus on the correct data and analysis to provide Insights.
  19. 19. And much more… 19 EXAMPLES OF SOCIAL MEDIA ANALYTICS PROJECTS 01 02 03 04 05 DIGITAL BRAND EQUITY STUDIES Using Social Media data to decode the brand’s equity against its competitors. Analyze data in terms of the key equity factors. BRAND REPUTATION STUDIES Using Social Media data to understand the brand’s reputation online DIGITAL CAMPAIGN EVALUATION STUDIES Using Social Media data to understand the impact of a given campaign. Analyze data to understand the buzz of the campaign, but also the effect to the brand and whether desired messages that needed to be achieved were reached. NEW PRODUCT LAUNCHES EVALUATION STUDIES Using Social Media data to measure the buzz created around new launches. Understand interest of the new product, advocacy, excitement. USAGE AND ATTITUDES STUDIES Using Social Media data to understand a whole category. Measure attitudes and beliefs on brands and the category as a whole. Use insights to create new products, new campaigns or gain general knowledge.
  20. 20. 20 CRITICAL SUCCESS FACTORS FOR SOCIAL MEDIA INSIGHTS 01 02 0304 THE BRIEF: Make sure you provide rich background information to analysts. Understanding the project’s goal, the target audience etc is not a luxury, is a necessity. DATA IS THE KING: The period of the data and the queries used are crucial CONTINUITY: Continuous measure is key. Most of the insights are stemming from the analysis over time. Trends can only be spotted if you measure over a period of time. READ. READ. READ. No mater how technology advances and machine learning techniques are used, reading posts and social mentions is the only way to stay in touch with consumers and get insights.
  21. 21. 21 TO SUM UP Be Open to Analysts. Trust the data and Unleash the Social Media Data Opportunities. TRUST DECLINES, PEER INFLUENCE RISES HUMANS, MEET AI THE PROMISE (and reality) OF SOCIAL DATA VIDEO CONTENT CONSUMPTION SKYROCKETS 01 02 03 04 Make sure that your data are including videos and analytics around the impact of videos. Stay tuned for Image and Speech Recognitions on videos Keep Track of you Advocacy Levels Monitor Influencers Check your Digital Brand Equity to gain more Insights Use AI Techniques to get quick access to “structured” data and draw your insights.
  22. 22. “You never really learn much, from hearing yourself talking” George Clooney
  23. 23. THANK YOU Contact us URL: https://palopro.io/ Email: info@paloservices.com Tel: (+30) 210 3805 826 HQ: 9 Chavriou str, Monastiraki, Athens, Greece Social

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