Synthesizing Social Media

Analytics with

Synthesio Marshall SponderWebMetricsGuru INCLondon, January 25,

2012@TheHospitalClub

An IntroductionMarshall Sponder is the Author of the McGraw-Hill book, Social Media Analytics, he is independent Web analytics, data and SEO/SEM specialist working in the field of market research, social media, networking, and Outbound Communications.

Marshall’s blog is http://www.webmetricsguru.com and book site is http://www.smabook.com

Challenges to Getting

Analytics Implemented

Well

Getting it Right Selecting the best platform, processes and people are crucial to “getting it right”.

Should you choose wrong (as too often happens), your projects will fail to deliver the desired results.

SMM can be visualized as a 3 Stage Continuous Process

Success comes partly from

your Organizational

DNA

Social Media DNA has a lot to do with making the

right choicesEach business should choose their use cases, with disparate needs from various stakeholder planned for in advance.

Before Strategy there is Self Knowledge

Company

Who are the Stakeholders?

Circa 1957 - 2012

1957 – Radioactive Mutant Killer Crabs absorb the minds of their victims in fictional movie.

Today – Many companies believe, that by hiring smart people, they are “absorbing” their knowledge.

Identify the Right Firms & Platforms to Consider

Social Isn’t Just One Thing

No platform does it all so how to even begin to choose?

Care of Gary Angel – Semphonic.com

Each Use Case may require a Unique Tool

Uses of

Social

Customer Support

Public Relations

Campaigns

Communities

Social CRM

Product & Customer Research

Advanced NLP Analysis

Customer Data

Integration

Engagement & Attrition

Listening & Web

Analytics

Listening & Influence

Categorization

Operational Metrics

Care of Gary Angel – Semphonic.com

Leading to integration issues impacting the quality of your results

Free tools help you get your monitoring feet wet, but can’t

provide a complete, dependable solution

Synthesio also introduced the idea of monitoring for

“brand type”

Each type of Brand has different monitoring and Analytics needs

3 Use Cases

Consumer Research

Listening for Insights

Rich Categorizatio

n

NLP (machine learning)

Social Media Coverage*

PR Monitoring & Support

Listening and Engagement

Traditional Media

Coverage*

Influencer Identification

Topic Categorizatio

n

Social Campaigns

Automating of the engagement

Workflow

Operational Metrics

Low-Latency

Where do you want to go?

Care of Gary Angel – Semphonic.com

)Example: Customer &

Market/Product Research

0 500 1,000 1,500 2,000

-1

-0.5

0

0.5

1

OS

Style

Use

Hardware

Connect

Media

Price

Integration

Form Factor

Speed

Screen Size

Apps

Screen Res.Gameplay

Reliability

Care of Gary Angel – Semphonic.com

Example: Monitoring

Example: Social Campaigns

Care of The New York Times

Full Service

Use platforms that complement each other

Care of Gary Angel – Semphonic.com

4 Types of Social Media

Analytics Platforms

Full-service

Self-serve

Hybrid

Inte

rnal

Differences

between tools

Platform Definitions•Self serve – Brandwatch, Radian6, Alterian SM2, etc.

•Full service –Synthesio, Converseon, Integrasco, Brandtology, etc.

•Hybrid – Additional Reporting included with Self Serve.

• Internal – Some companies build their own listening and analytics platforms for internal/private use.

But, you need a good data sample

Read more: http://www.webmetricsguru.com/page/4/#ixzz1ewWAjXpj Under Creative Commons License: Attribution

Mature Organizations Can Profit From Social

Technologies; Immature Groups may not

Source: Collective Intellect

Social Analytics Used For …

Brand Analysis &

Brand Sentiment

International

monitoring Sentim

ent Analysi

s

Influencer Identificat

ion

Market

Research

+ -Industry and

competitive

Research

Identifying Influencers – Synthesio Rank

Sentiment Analysis –overall and Granular

Brand Analysis and Brand Sentiment

Market Research

Competitive Research and SOV

International Monitoring

Synthesio Case Study of Accor Hotels as published in Social Media Analytics

• 90 countries • 145,000 affiliates• 4,100 hotels and close to 500,000

rooms• The group’s brands offer various

options to suit guests staying with them for either business or pleasure.

•Synthesio worked with the Accor corporate marketing team to define a tool that analyzes Internet user satisfaction throughout all stages of a guest’s stay.

•Synthesio’s results are systematically cross-analyzed with other internal indicators of quality such as online customer satisfaction surveys and field tests.

Cross-analyzing social media results with

internal data

•Short term goal -> Raise Awareness and Measure Customer Satisfaction (3 mo.)•Mid term goal -> Identify Best Practices (1yr)•Long term goals -> Improve Customer Satisfaction (ongoing)

Goals of the measurement

campaign

Custom KPI’s Definition of custom KPIs, and dashboards for each level of hierarchy.

Detection of 30 topics and sub-topics to monitor and analyze in partnership with the customer service department.

Success of the Campaign

•Factor 1 - Start Small - Think Big - We started Accor’s project with a small set of hotels, with the idea of proof-testing our service to implement it globally.

•Factor 2 – Get Commitment From Internal Teams - The corporate team at Accor worked closely with Synthesio to define the service, and customize it to their needs.

•Factor 3 – Keep it simple - When working on global projects like this, there is a tendency to build complicated processes to match everybody’s needs.

Hotel Rank Per 1

Rank Per 2

Avg Per 1

Avg Per 2

Trend

Hotel A 5 1 60 100 Up 40%Hotel B 1 2 81 83 Up 2%Hotel C 6 4 69 75 Up 75%Hotel D 4 5 72 69 Up 3%

Key Performance Indicators CSAT

Hotel Before Arrival

Arrival Food and Beverages

Activities Leaving

Hotel A 100 100 100 0 0Hotel B 97 84 85 57 67Hotel C 100 100 100 0 100Hotel D 83 82 0 0 0

•Automated monitoring to control at site level, and hotel level, Team is alerted whenever a change appears on the content harvested.

•Qualitative check On a regular basis, quality project leaders work on a sample of data previously analyzed by researchers, and confirm the quality of the data set.

• Client’s comments on each dashboard, the client (hoteliers or brand managers) can alert Synthesio of a wrong classification (topic, sentiment).

Quality Control Measures

•For Synthesio the main challenge was data extraction.• For Accor it involved internal clients in the process.• For both, the Cultural, semantic and cross-usable data presented numerous challenges. (re: cultural DNA of the company)• Semantic tools can only be used for a broad top-line analysis. The 30 topics analyzed in 8 languages needed a human understanding.

Issues encountered

For Synthesio: Staffing or communications challenges (internal or with client).• Staff to handle 30 languages•3 months of R&D to figure out how to pull and assemble data

•For Accor: the main obstacles were corporate buy-in at all levels and education. Also, lack of a Road Map, at the beginning of the project.

Issues that arose

Accor solved the following problems:• Detecting hotels with a bad

reputation and alert hoteliers on the importance of customer satisfaction.

• Finding new insights.

• Increasing overall online reputation by 55%.

Main Findings and Benefits

•Accor brands’ customer satisfaction has been increasing steadily over the past 2 years. •Within the group, the Novatel brand has seen the volume of positive feedback increase by 55% in just 1 year, while the number of negative comments has stagnated. •The brand has also been able to quickly identify and resolve customer issues that used to be difficult to understand.

 

Conclusions

One Picture – 1000 Words

ConclusionThrough it’s offerings Synthesio successfully addressed and solved a familiar issue with SMA - That A lot of work is required to turn exploratory data from Social Media into something tactical and actionable.

Synthesio Delivered

Questions?•Questions from the audience

Future plays in this space?Read CH 12 and Webmetricsguru.com

•Marshall Sponder•WebMetricsGuru INC.

•www.smabook.com•www.webmetricsguru.com

now.seo@gmail.com@webmetricsguru@smanalyticsbook

http://www.smabook.com

Thank You