Social Media Analytics Understanding the buzz on your brand.

Nov 2010

sinotechgroup.com.cn

SinoTech Group - Fast Facts

•  Heritage in software development

•  95 employees

•  Global reach

•  Independent

•  Offices in Beijing, Shanghai & Hong Kong

•  Founded in April, 2007

sinotechgroup.com.cn

Topics

•  What is social media?

•  Give me some numbers… I want to see stats

•  Unlocking value with social media analytics

•  A few examples from around the globe

sinotechgroup.com.cn

Understanding the basics of Social Media

sinotechgroup.com.cn

What is social media?

Social media combines a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, and micro-blogs. (Wikipedia)

sinotechgroup.com.cn

The characteristics of Social Media

•  Open to all •  Conversations & Dialogue •  Relationship Development •  Diverse Voices / Perspectives •  Message Delivery to Stakeholders via:

–  Social media press release –  Video news release –  Internet –  Social networking communities / influencers –  Live streaming

sinotechgroup.com.cn

Social Media is not just about Facebook or Twitter

Knowledge Sharing • Blogs • Microblogs • Ex. Twitter, Sina

Wordpress, Tianya, Blogger

Life Sharing • Photos • Videos • Ex. YouTube,

Flickr, Youku, 56.com

Social Networking • Connect •  Interact • Ex. Facebook,

MySpace, renren, kaixin

Business Networking • Connect •  Interact

• Ex. Linkedin, Ushi.cn

Community Building • Collaborate • Collect • Ex. Ning (social

networking communities)

sinotechgroup.com.cn

Can my consumers online really move the dial on my

brand’s reputation?

sinotechgroup.com.cn

User generated content is very influential

56.3% of users said that they “got to know brands”

through online channels.

58.7% actually made purchase decisions based on

user-generated online info (compared to only 19% in

U.S.).

Even when not making a purchase, 89.9% of users still

pay attention to online comments.

81% check online comments before

purchasing a product.

sinotechgroup.com.cn

USG has become a significant issue for companies?

Growth in User Generated Content is Transferring the Power to Influence Brand Perception from Suppliers to Individual Consumers

sinotechgroup.com.cn

…… and Social media marketing is growing

sinotechgroup.com.cn

Asians are active online content creators

Portion of Internet users who have published blogs, web pages, articles, stories, videos or audio/content on social technologies

Source: Forrester Research

sinotechgroup.com.cn

Source: TNS/Media Magazine

Asians value trusted engagement

sinotechgroup.com.cn

Asians are Online

43% of all internet users are from Asia

sinotechgroup.com.cn

Some examples of social media gone bad

sinotechgroup.com.cn 16

Skittles

sinotechgroup.com.cn 17

Honda

sinotechgroup.com.cn 18

Pepsi

sinotechgroup.com.cn

Edelman PR

sinotechgroup.com.cn

Social Media Marketing (the Dilbert way)

sinotechgroup.com.cn

Welcome to the new dawn of social media analytics

sinotechgroup.com.cn

What is Social Media Analytics �

•  Platforms designed to discover, monitor and measure online buzz

•  Provide understandings what your customers are thinking and saying publicly about your brand

•  Track all media sources with UGC relating to your brand

•  Systematically measure consumer sentiment toward your brand

•  Learn more about content authors; engage brand advocates and critics as appropriate

sinotechgroup.com.cn

Brand Positioning

And Planning

Marketing Mix/ Advertising

Management

Voice of the Consumer

Product Insights Competitive Intelligence

Problem Alert Reputation / Risk Assessment

Crisis Management

Market Management

Brand Management

Can be used for different purposes within a company

sinotechgroup.com.cn

Our Product - SinoBuzz�

SinoBuzz can provide: •  Online reputation management analytics - analyze the positive and

negative sentiment related to brands and products expressed online by customers and other key stakeholders

•  Enterprise work-flow tools for easy response to actionable reputational intelligence

•  Brand competitor analytics - online reputation analysis and comparison between competitors

•  Social media marketing analytics - analyze positive and negative customer sentiment in social media related to brands, products and services

•  Social marketing consulting services - provide social marketing strategy and solutions to inform decision making and campaign implementation for advertisers, ad agencies, and PR firms

More…

sinotechgroup.com.cn

SinoBuzz Charts & Maps�

Using charts and maps provides quick and easy ways to see social media usage analytics - analyze customer/audience behavior, interaction and usage trends on leading SNS and other social media sites

sinotechgroup.com.cn

How does SinoBuzz discover and analyze

social media conversations?

sinotechgroup.com.cn

SinoBuzz uses sophisticated text mining algorithms to measure online conversations

Key features 1.  Alerting and monitoring 2.  Dynamic dashboard

overview and reporting 3.  Deep analytics

•  Hot topics •  Sentiment

Measurement •  Competitive analysis

and trends •  Author analysis

sinotechgroup.com.cn

Examples of actionable insights

Industry Action Result Hospitality Tracked campaign effectiveness Used components that resonated

in future campaigns

Gaming Found out consumers had tech specification questions for new launch

Addressed technical concerns quickly to not impact sales

Tech Company Listened to language used in conversation

Improved SEO/SEM

Entertainment Monitored popularity of reality TV stars

Provided Real-time decisions on who to use to promote programming

Cinema Post trailer feedback to influence campaign mgmt

Site changes and relationship mgmt alterations

Telco Identified highly viral video depicting negative service experience

Enabled client to get head start on communication strategy

sinotechgroup.com.cn

What is Social Media Analytics �

There are many vendors saying that they ‘do’ social media analytics but actually they only do a small part…..

SinoTech Group is the only vendor that provides Chinese (simple/traditional), English, French, German, Portuguese, Spanish, Dutch and Japanese social media analytics in the one platform- SinoBuzz.

sinotechgroup.com.cn

Social media is here to stay… here are some examples of

companies using social media marketing

sinotechgroup.com.cn

sinotechgroup.com.cn

For example – user book reviews on Amazon.com:

sinotechgroup.com.cn

… and the coke wars enter the social media world

sinotechgroup.com.cn

Air New Zealand

sinotechgroup.com.cn

… and the viral videos

sinotechgroup.com.cn

parting thought…

sinotechgroup.com.cn

“Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.”

ANCIENT CHINESE PROVERB

sinotechgroup.com.cn

Thank you - 谢谢 Dr Mathew McDougall | @sinotechian

sinotechgroup.com.cn | @sinotechgroup