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Social Media for
Marketing An Overview of
Specialist Software
Wasim Ahmed
Email: wahmed1@Sheffield.ac.uk
Guest Lecture for...
About me
• Second Year PhD student in the Health Informatics
Research Group, Information School, University of
Sheffield
•...
Overview of Lecture
• Part 1 – Crisis studies on social media
• Part 2 – Overview of current specialist software
• Part 3 ...
Aims
• Provide background information for social
media for marketing including crisis
studies
• Provide an overview of cur...
Objectives
11/06/2016 © The University of Sheffield
5
• Develop an understanding of brand crises
on social media
• Develop...
11/06/2016 © The University of Sheffield
6
• Businesses spend millions of dollars every
year tailoring their brands and pr...
Shift of Power
11/06/2016 © The University of Sheffield
7
• With emergence of social media the
traditional brand communica...
11/06/2016 © The University of Sheffield
8
Shift of Power
• When it became clear that Twitter was becoming
an important so...
Sony PlayStation Network
• In mid-April 2011 the Playstation Network was
suddenly shut down without explanation
• Frustrat...
Sony PlayStation Network
• The lack of regular updates and
information from Sony served to incense
users
• Users struggled...
Sony PlayStation Network
• Lapse in communication was
incomprehensive to consumers
• Lack of regular updates and informati...
• “I think It is pretty disgusting that Sony have waiting 7
days to tell users that their Credit Card details may have
bee...
Toyota
• Toyota had to recall a number of its cars in
2009 ad 2010 due to serious safety faulty
which resulted in the deat...
• As soon as the recall crisis start getting
media attention Toyota quickly put
together an ‘Online Newsroom’ and a
‘Socia...
Toyota
• While there was still anger and negative
viewpoints shared through social media
services,
• Company was able to m...
Brand Management
• The two cases have highlighted brands
need to know how they are being
mentioned across social media pro...
Part 2 of the lecture (‘fun part’)
• Hands on experience with some of the
cutting edge analytics platforms currently
out t...
Visibrain Focus
11/06/2016 © The University of Sheffield
18
Visibrain Focus
• Navigate to
http://www.visibrain.com/en/
• Log in using:
• Username: Visibrain_Guest
• Password:
11/06/2...
Task
• After logging into Visibrain Focous
• Open the Panama Papers concept
• Have a play around with how you can
manipula...
Pulsar Track
11/06/2016 © The University of Sheffield
21
Pulsar Track
11/06/2016 © The University of Sheffield
22
• Not possible to gain log-in details for
students today (Not Pul...
Echosec
11/06/2016 © The University of Sheffield
23
Echosec
• Navigate to https://app.echosec.net/
• Near the bottom left there will be an option to
enter a location to searc...
Twitonomy
11/06/2016 © The University of Sheffield
25
Twitonomy
• Navigate to: https://www.twitonomy.com/
• (May need a Twitter account to log in)
• Have a play around with how...
Follow the Hashtag
• Navigate to
http://www.followthehashtag.com/
• Examine the features that are offered for
free (compar...
NodeXL
11/06/2016 © The University of Sheffield
28
NodeXL (Honourable mention )
• Social media analysis that looks at the
structure of the networks when using
social media
•...
NodeXL
11/06/2016 © The University of Sheffield
30
• Navigate to
http://www.nodexlgraphgallery.org/Pages/
Default.aspx?p=5...
Conclusion
11/06/2016 © The University of Sheffield
31
• There is no ‘best’ social media analytics
tool as they all offer ...
Questions/ Discussions?
11/06/2016 © The University of Sheffield
32
Recommended reading:
Chapter 22 Twitter, Brands, and U...
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Social Media for Marketing An Overview of Specialist Software

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

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Social Media for Marketing An Overview of Specialist Software

  1. 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. 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. 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 11/06/2016 © The University of Sheffield 3
  4. 4. Aims • Provide background information for social media for marketing including crisis studies • Provide an overview of current specialist software 11/06/2016 © The University of Sheffield 4
  5. 5. Objectives 11/06/2016 © The University of Sheffield 5 • Develop an understanding of brand crises on social media • Develop new knowledge of premium and free analytical software used for business intelligence and marketing
  6. 6. 11/06/2016 © The University of Sheffield 6 • 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. 7. Shift of Power 11/06/2016 © The University of Sheffield 7 • With emergence of social media the traditional brand communication process has reached something of a crisis • Traditional communication lines are rapidly breaking down
  8. 8. 11/06/2016 © The University of Sheffield 8 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. 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 11/06/2016 © The University of Sheffield 9
  10. 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 11/06/2016 © The University of Sheffield 10
  11. 11. Sony PlayStation Network • Lapse in communication was incomprehensive to consumers • Lack of regular updates and information only served to incense users further 11/06/2016 © The University of Sheffield 11
  12. 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!” 11/06/2016 © The University of Sheffield 12 Sony PlayStation Network
  13. 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 11/06/2016 © The University of Sheffield 13
  14. 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 11/06/2016 © The University of Sheffield 14 Toyota
  15. 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 11/06/2016 © The University of Sheffield 15
  16. 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 11/06/2016 © The University of Sheffield 16
  17. 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 11/06/2016 © The University of Sheffield 17
  18. 18. Visibrain Focus 11/06/2016 © The University of Sheffield 18
  19. 19. Visibrain Focus • Navigate to http://www.visibrain.com/en/ • Log in using: • Username: Visibrain_Guest • Password: 11/06/2016 © The University of Sheffield 19
  20. 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) 11/06/2016 © The University of Sheffield 20
  21. 21. Pulsar Track 11/06/2016 © The University of Sheffield 21
  22. 22. Pulsar Track 11/06/2016 © The University of Sheffield 22 • Not possible to gain log-in details for students today (Not Pulsar’s fault) • Can however show a live demo of Pulsar
  23. 23. Echosec 11/06/2016 © The University of Sheffield 23
  24. 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) 11/06/2016 © The University of Sheffield 24
  25. 25. Twitonomy 11/06/2016 © The University of Sheffield 25
  26. 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) 11/06/2016 © The University of Sheffield 26
  27. 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) 11/06/2016 © The University of Sheffield 27
  28. 28. NodeXL 11/06/2016 © The University of Sheffield 28
  29. 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 11/06/2016 © The University of Sheffield 29
  30. 30. NodeXL 11/06/2016 © The University of Sheffield 30 • Navigate to http://www.nodexlgraphgallery.org/Pages/ Default.aspx?p=52 • Examine how Twitter data has been analysed (5 minutes)
  31. 31. Conclusion 11/06/2016 © The University of Sheffield 31 • 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. 32. Questions/ Discussions? 11/06/2016 © The University of Sheffield 32 Recommended reading: Chapter 22 Twitter, Brands, and User Engagement of Twitter and Society

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