finding gold in social media data
DESCRIPTION
In this fascinating presentation Sebastian Hempstead (Brandwatch) shows how companies may be missing out on critical insights and actionable data, especially if they're too focussed on the big numbers. The presentation includes useful hints and tips on how you can make the most of your social media monitoring.TRANSCRIPT
FINDING GOLD IN SOCIAL DATA: Part 2 Useful tips on looking at conversation data
© 2011 Brandwatch | www.brandwatch.com 1
[email protected] | Tel: +1 212 229 2240
October 2011
MEET BRANDWATCH What does our technology do?
© 2011 Brandwatch | www.brandwatch.com 2
Brandwatch technology gathers data on the internet and processes it automatically so you can analyze what’s being discussed and quantify your findings with meaningful metrics. Brandwatch also offers services that help our clients get the most from the data.
GATHER
PROCESS
ANALYSE
2
1 3
MEET BRANDWATCH Some of our clients.
© 2011 Brandwatch | www.brandwatch.com 3
Brandwatch works with a wide range of clients from agencies to direct brands including:
© 2011 Brandwatch | www.brandwatch.com 4
STRUCTURING DATA
© 2011 Brandwatch | www.brandwatch.com 5
SOURCE WWW.REUTERS.COM / 10.11.11
“ IBM estimated that more than 90 percent of all real-time information being created today are unstructured ”
BRANDWATCH CLIENTS: Social data in use
© 2011 Brandwatch | www.brandwatch.com 6
ONLINE REPUTATION MANAGEMENT
RESEARCH • Market research • Brand analysis • Thematics
SCRM
• Identify, route, engage, manage
• Customer Services • Prospecting • Customer retention
MARKETING
SEARCH
• Site analysis • Language optimization
• Brand research • Identify, route,
engage, manage • Campaigns
• Campaign Planning • Campaign Measurement • Campaign Evaluation
DATA TYPES investing in data
© 2011 Brandwatch | www.brandwatch.com 7
• Manual sentiment • Manual categorization
CRITICAL DATA HIGHEST INVESTMENT
• Passing mentions • Do you need these mentions?
• Automated sentiment analysis • Automated categorization
INTERESTING DATA LOW – MID INVESTMENT
Low
Low High
Hig
h
Effort
Valu
e
NON-INTERESTING DATA MINIMIMAL INVESTMENT
© 2011 Brandwatch | www.brandwatch.com 8
An example looking at
AT&T
0
5000
10000
15000
20000
25000
1-Oct-11 2-Oct-11 3-Oct-11 4-Oct-11 5-Oct-11 6-Oct-11 7-Oct-11 8-Oct-11 9-Oct-11 10-Oct-11
MEN
TIO
NS
DAYS Verizon AT&T
BIRDSEYE Verizon & AT&T
© 2011 Brandwatch | www.brandwatch.com 9
BIRDSEYE AT&T word cloud
© 2011 Brandwatch | www.brandwatch.com 10
INTERESTING DATA Breaking down AT&T conversations
© 2011 Brandwatch | www.brandwatch.com 11
43% AT&T EXCLUSIVE No other brands.
57% CO-BRANDED Also mentions Verizon, Sprint,
T-Mobile etc
• Over half of AT&Ts discussions include a competitor • Period: 1st – 10th October
MENTIONS 157K
INTERESTING DATA Breaking down AT&T conversations
© 2011 Brandwatch | www.brandwatch.com 12
c.2% TALK ABOUT SWITCHING
• Period: 1st – 10th October
MENTIONS 157K
INTERESTING DATA Switching conversations
© 2011 Brandwatch | www.brandwatch.com 13
53% AT&T
• Period: 1st – 10th October • Query: 2300 Mentions / separate query used
MENTIONS 2300
22% UNKOWN
16% VERIZON
9% SPRINT
CRITICAL DATA Switching conversations (sample)
© 2011 Brandwatch | www.brandwatch.com 14
53 SWITCH TO AT&T
• Period: 1st – 10th October • Sample size: 314 Mentions
MENTIONS 314
145 SWITCH TO VERIZON
116 SWITCH TO SPRINT
© 2011 Brandwatch | www.brandwatch.com 15
SWITCHING TO…
#MENTIONS 2 YR REVENUE
PHONE UNIT REVENUE
POTENTIAL VALUE
AT&T 53 $1,320 $199 $80,507
Sprint 116 $1,200 $199
$162,284
Verizon 145 $1,320 $199 $220,255
Total $463,046
293 Mentions sampled
$1,580 per mention
CRITICAL DATA The potential value of conversations
BENCHMARKING Sectors & brands differ
© 2011 Brandwatch | www.brandwatch.com 16
Cisco Honda E.on Pantene
Not interesting (e.g. passing
mention)
Interesting to read
Interesting and worth acting on
99%
1%
c. 0.1%
65%
2%
33%
79%
20%
1%
24%
52%
24%
© 2011 Brandwatch | www.brandwatch.com 17
• Listen first • Good setup is crucial • Conversations will not always match what’s expected • The closer you are to the data the better you understand what it
means • The better you understand the clients’ objectives the better you
understand valuable data • Good vendors help clients understand the pros and cons of data
so they better understand what they’re looking at • Good technology helps getting insights faster and easier but
doesn’t replace humans • When you have structures review them over time as the
conversation will change • Monitoring should be partnered with analysis
LEARNINGS What we’ve found with our clients
CONTACT
© 2011 Brandwatch | www.brandwatch.com 18
@Sebhempstead
@Brandwatch
www.brandwatch.com w.