Good morning ladies and gentlemen. The topic given to me is consumer analytics but Im going to focus today on Social media and analytics – why ? First of course because amidst all these stalwarts of ICT , I stand a chance if I speak about something I am familiar with . And also because the very term social media and analytics –seems incongruous , much like wearing ultra formal clothes INSIDE A tropical jungle and hence seems refreshingly different . Indeed ,Social media is much like the jungle – rather unrestricted, everything in wild abandon , unfettered and carefree . A world inhabited by people at their real time spontaneous uninhibited best …
Or they seem to be mostly mindlessly chatting about nothing in particular . .So whats this all about ? Why do we need social media . For one , it's the magnitude .
Most of us know one side of social media . Full of people whose tones range from from light-hearted banter to impromptu outpourings of strong all or none opinions and feelings; skewed towards a teen demography full of smileys, and peculiar abbreviations ..
Its just too large to ignore –and in India too .
And even if we don’t want to acknowledge social media , there are loads of people talking about our brand real time , SAnd the conversation can easily turn nasty for a brand like these two.
But before embarking on the social media adventure- few rules to go by The dynamics of social media marketing has been likened to a Pinball machine This model likens social media marketing as a chaotic but manageable game at a pinball machine. In this game, company messages (pinballs) encounter many very active consumers (bumpers or slingshots). These consumers then either drama tically accelerate, transform, or thwart the original company-message and, by doing so, actively influence the course of the marketing game. This is very different from the unidirectional model of static traditional marketing methods.
Another thing - Organisations are indeed equipped to handle structured, data. In the social media explosion, however, the data type is social data, the data format is unstructured; opinion instead of facts, unproven provenance of information sources, data is immediate, and the volumes are gargantuan. However, the biggest issue with analytics of social media data concerns both its 'volume and velocity'. It is essentially a Big Data challenge. There are large volumes of unstructured data that require categorisation, near real time analysis and response to make informed business decisions. But obviously any brand spend cannot be without adequate analysis and measures . IN the forthcoming slides I will describe how we can initiate a social media programme and also discuss a few metrics in use .
Applying the 'traditional' rules of data analysis - is insufficient for sentiment analysis. Instead, we need to find a way to determine the real sentiments of the message: what is the polarity of the sentiments monitored and can they be categorised? Accurately assessing the sentiments of language nuanced with tone, humour ("ROFL"), irony and all the other manifold distinctions of human emotions, as well as the misspelling and abbreviations, that are typical of social media use, is an evolving
We at Apollo realized that there is a methodology and mechanism behind designing, implementing and measuring a social media initiative - really not just about token presence , or just handing the whole thing completely over to an external agency .
Analytics and Metrics in Social Media - Dr. Srinidhi Chidambaram
ANALYTICS AND METRICS IN SOCIAL MEDIA
By Dr Srinidhi Chidambaram,
VP, Digital communications
200 million global
Every minute – 30 Hrs worth of
new video uploaded
If Facebook was a country.
Population? > 850 million!
The number of blogs worldwide is >
200 million. Growing at the rate of
nearly 900,000 a day!
ACTION , THERE
IS AN EQUAL AND
REACTION AND A
Some terms decoded
• Total Likes: The number of unique people who like your
Page as of the last day of your selected date range.
• People talking about it : Likes +Comments+Shares
• Likes, comments on, or shares your Page post
• Answers a question you've asked
• Responds to your event
• Mentions your Page
• Tags your Page in a photo
• Checks into or recommends your Place
• Total Reach: The number of unique people who have
seen any content associated with your Page (during your
• Engaged user- One who clicks on a post
• Virality – Talking about this divided by Reach expressed
as a percentage .
• Receptivity : No of times a person saw the post
SOCIAL MEDIA AND LISTENING
We need to find a way to determine the real sentiments of the
message: what is the polarity of the sentiments monitored and
can they be categorised?
•Accurately assessing the sentiments of language nuanced with
tone, humour ("ROFL"), irony and all the other manifold
distinctions of human emotions, as well as the misspelling and
abbreviations, that are typical of social media use, is an evolving
ORGANISATIONAL PROCESS MEASURES
RELATED TO SOCIAL MEDIA
• Traffic to website
• Queries generated per
platform , tracking
addressed ,resolved by
• Impact on customer
FACEBOOK 11,75,000 FANS SECOND
LARGEST IN THE WORLD
TWITTER 4800 + FOLLOWERS
YOU TUBE 1,70,000 VIEWS
BLOG ABOUT 4 LAKH VIEWS
MOBILE APP 1200 DOWNLOADS WITHIN 3
VIRTUAL BLOOD NETWORK OVER 6000 MEMBERS IN A
APOLLO ON SOCIAL