Finding Gold in Social Media Data

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?


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.


Brandwatch works with a wide range of clients from agencies to direct brands including:


STRUCTURING DATA


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


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


•  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


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


BIRDSEYE AT&T word cloud


INTERESTING DATA Breaking down AT&T conversations


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


c.2% TALK ABOUT SWITCHING

•  Period: 1st – 10th October

MENTIONS 157K

INTERESTING DATA Switching conversations


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)


53 SWITCH TO AT&T

•  Period: 1st – 10th October •  Sample size: 314 Mentions

MENTIONS 314

145 SWITCH TO VERIZON

116 SWITCH TO SPRINT


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


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%


•  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


@Sebhempstead

@Brandwatch

www.brandwatch.com w.

Technology

Finding Gold in Social Media Data