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Abbas Alidina @ AbbasAlidina AbbasAlidina.com

Social Media Monitoring. Abbas Alidina @ AbbasAlidina AbbasAlidina.com. Why Measure Social Media?. Exercise: Understanding Customers. Why do customers interact with you on social media?. IBM Social Media Study. The Social Media Perception Gap. Social Monitoring and Social Analytics.

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Abbas Alidina @ AbbasAlidina AbbasAlidina.com

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  1. Social Media Monitoring AbbasAlidina @AbbasAlidina AbbasAlidina.com

  2. Why Measure Social Media?

  3. Exercise: Understanding Customers Why do customers interact with you on social media?

  4. IBM Social Media Study

  5. The Social Media Perception Gap

  6. Social Monitoring and Social Analytics

  7. Social Monitoring and Social Analytics Social Monitoring Social Analytics

  8. Social Monitoring Social Monitoring Social Analytics

  9. Grow Bigger Ears About Us • What Will We Cover?

  10. Big Data About Us • What Will We Cover? BIG DATA

  11. Big Data About Us • What Will We Cover?

  12. The Social Consumer We are now a society of multi-taskers and multi-screeners

  13. The Social Consumer Credit: Google report “The New Multiscreen World”

  14. Word of Mouth Audiences with Audiences.

  15. The Conversation Prism

  16. Case Study: Airline on Twitter

  17. Identify Your Listening Posts

  18. Social Media Command Center

  19. 5 Questions Social Monitoring Helps You Answer

  20. 1) Where Do People Talk About Us?

  21. 2) What Do People Say About Us?

  22. 3) What is the Market Perception of our Brand?

  23. 3) What is the Market Perception?

  24. 4) Is a Social Media Crisis About to Happen?

  25. 4) Is a Social Media Crisis About to Happen?

  26. 5) How Do We Compare to Competitors?

  27. What Should You Measure?

  28. Exercise: Social Monitoring What Metrics/KPI’s should you measure in Social Monitoring?

  29. Social Monitoring Metrics/KPI’s • You could measure the following: • Number of mentions of your brand • By source • Over time • By location • Sentiments • Positive, negative or neutral • Share of voice • Your mentions vs. competitor mentions • Your sentiment vs. competitor sentiments

  30. Social Listening Tools (Sentiment Analysis: Text Analytics)

  31. How Does It Work? Sentiment Analysis: Text Analytics

  32. Google.com/Alerts

  33. Search.Twitter.com

  34. Socialmention.com

  35. Radian6

  36. Brandwatch

  37. Sysomos

  38. Social Listening Tools (Sentiment Analysis: NLP)

  39. How Does It Work? Sentiment Analysis: Natural Language Processing (NLP)

  40. Crimson Hexagon

  41. Synthesio

  42. Social Listening Tools (Emotion)

  43. How Does It Work? Emotion: a single message can carry many emotional signals.

  44. Kanjoya Crane

  45. Behavior Matrix

  46. Social Listening Considerations About Us • Most Social Listening Tools are based on Text Analytics (Radian 6, Brandwatch) • Some tools use Natural Language Processing (Crimson Hexagon, Kanjoya Crane) • Sentiment Analysis can be highly inaccurate, because it cannot understand emotions/sarcasm/etc. (The next wave of listening tools will include emotional analysis) • Multilingual sentiment fails when there are multiple scripts (Pakistan: Urdu Script, Romanized Urdu, English, Pashto and Others) • Solution: Analyze sentiment manually in Excel!

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