Business Intelligence via Social Media

transcript

Acquire An understanding of the power of data embedded in Social Media

Takeaway #1

Start to think about how you can data mine this information to make more informed business decisions

Takeaway #2

PersonalInformationBeyondDemographics

Personal Information beyond Demographics

How much do you spend?

What places do you go to?

How frequently do

You go there?

With Whom do you go out?

AttributesSocial Containers

Facebook Twitter LinkedIn Foursquare Pinterest

Gender

Marital Status

Profession

Education

Preferred Language

Number of friends

Music Interest

Experiences Shared

Interests

Lifestyle

Religion

Address

Places I go to

Events I attend

Readily Available Demographical Data and Attributes

What can you

do withthe data

Top Keywords UsedTop Keywords Used

Content Analysis

What Can You Do With the Data?

Facebook Posts By Others on a Page

Sentiment Analysis

Overall Sentiments on Twitter Mentions

Without Promotions Retweets

Negative Sentiments in Twitter Mentions

thinkmedialabs.com

Calculate an Index

thinkmedialabs.com

• Content Analysis• Sentiment Analysis • Engagement Rates of banks, Telecom

Operators, Airlines, Civil Society in the Arab World

Studies we have Published

Access to Data

Private Data can’t

be accessed via APIs

and needs to befactored into theassumptions

Historical data not readily available

Access to Data

Privacy

All of the data being mined is publicly available data

Understand Social Media Habits of your audience

Understand Social Media Habits

of your audience

Instagram and Twittercommunities more activethan others in certaincountries (Kuwait and Saudi Arabia) so they are a good source to rely on in these countries.

of your audience

of your audience According to YouTube, Saudi Arabia is the world’s top user of YouTube per capita.

One tool to rule them all? Not just there yet.

200+ tools and we have custom built a tool, but

we are not here to talk to you about tools

Challenges

• Large Volume

of Data• Language

support (including dialects)

• Different expertise in analytics required

Challenges

• Historical data

not readily available

• Business Readiness to integrate as part of your process (refer to SM lifecycle)

Challenges

STAGE 1

STAGE 2

STAGE 3

STAGE 4

STAGE 5

• Does not dedicate resources (budget and staff) for social media initiatives• Monitors relevant activity by leveraging existing and free services • Explores possible routes for adopting the concept

• Engages in testing Social Media platforms• Does not assign dedicated resources but establishes social media guidelines • Uses the social medium in its existing marketing and public relations activities

• Assigns dedicated staff and allocates a budget for handling social media initiatives

• Engages actively with the social customer and leverages social media metrics • Expands its social media presence and taps into new opportunities

• Leverages the capabilities of social media for all of its core functional departments

• Includes: Sales, marketing, and services departments and activities • Benefits from more sophisticated brand monitoring tools

• Benefits from the support of senior management for developing a social business

• Drives a Social CRM implementation • Integrates all customer-centric functions into one cohesive system

Knowledge

Persuasio

Decision

Implementatio

Confirmatio

Social Media Cycle

Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

Set Business

GoalsEstablish Workflow Processe

s Define Stakeholders

& Operational

Grounds

ListenEngage in Conversati

onMeasur

e & Refine

Social Media Framework

Summary

Importance is understanding what data is available to you and how you can factor that into your own business

Summary

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