Social Media AnalyticsPortugal Customer Seminar

April 19th , 2012

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Portugal Customer Seminar. Confidential

Monitoring and understanding what is said and how it is said enables companies to transform and adapt their behaviour with customers

• New social relationships style• Different opinions are spontaneously shared,

changing awareness of brand, products and services• New opportunities are opened in several areas of the

enterprise:

Social Media Analytics (SMA): the starting point to achieve the digital transformation of companies

• Makes it possible to disclose trends in opinions

• Makes it possible to evaluate the impact of campaigns and promotions

• Makes it possible to act according to customer expectations

• Makes it possible to identify awareness of products and brands

Communication

Marketing

Product development

Market research

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Portugal Customer Seminar. Confidential

Ernst & Young has developed a methodological framework to analyse unstructured information from Social Media

Crawling

KPIs and DashboardSource and

content weighting

Selection of search terms

Twitter Facebook

Blogs Forum

Database

Storage

Depuration of Information

Information Classified

by categories

1

…

n

Marketing

Reputation and brand

HHRR

Operations

Customer Support

Morphological and

Syntactical analysis

Language Dictionary

Sector specific

dictionary

Sentiment Analysis

• Products• Services• Image• General• Etc.

Workflow of actions

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Portugal Customer Seminar. Confidential

Overview of our methodological framework

• Capture of unstructured information is necessary on a real-time basis:

• Social Networks (twitter, facebook, etc.)

• +100 million blogs• Forums and Online News

Websites (over 20.000)• A weigh is assigned to each

source and content depending on its tone, intensity and influence

• Information captured must be stored either in the cloud or in a local database

• Noise is cleared by audit and data quality checks

• The analysis of information allows its grouping according to different topics of interest

• Market tools incorporate the functionality to identify the sentiment of comments based on a language specific dictionary

• The dictionary approach needs to be complemented with a syntactical, morphological and text-mining analysis in order to understand what clients are talking about

• KPIs to measure state and changes of opinion over time

• Dashboard to support the decision making process, analyzing and identifying trends and explaining their impacts

• Generating a workflow of actions for each department involved

Control panel and Social Indicators

CrawlingInformation

Loading

Information Analysis and

categorization

Sentiment Analysis(sentiment mining)

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Portugal Customer Seminar. Confidential

Once extracted, the information will be required categorization according to different themesIllustrative Example

CORPORATE RESPONSIBILITY DIRECTORS

BRANDS / SERVICES

BRAND REPUTATION

POST-SALES SERVICES

ADVERTISING CAMPAIGNS

…/… PROMOTIONS

Requires a consensus with each client with a set of topics that will help achieve a better understanding of the information present in Social Media

Illustrative example of generic categorization Illustrative Example Telecommunications

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Portugal Customer Seminar. Confidential

The ability to identify sentiment makes it possible to establish if a specific conversation is positive or negative

Morphological and syntactic

analysis

Combination of words (idioms)

Coincidence of words (dictionary)

Success level

>85%

~60 %

~40%

• We perform three levels of sentiment analysis in order to understand the concepts transmitted

The great majority of social media listening tools only cover the first level of analysis, which is insufficient to obtain a good comprehension of feelings shared in comments

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Portugal Customer Seminar. Confidential

Positive expression of feelingIllustrative example

• “I was surprised at the seriousness "

• “In 48 hours I had my order "

• "I received an SMS telling that my package had been delivered“

• "You have 15 days to take it back on the Internet, and 30 days in the shop"

• “A fast and easy purchase, and excellent service "

• "I will repeat"

Expressions indicate a positive feeling

One client expressed on his blog positive feelings about shopping a purse online, showing photos of the item receipt

Brandambassador

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Portugal Customer Seminar. Confidential

From massive unstructured information ... … the ability to anticipate customer changes

Extraction and analysis of Social Media information provides companies with the ability to anticipate…

What is the meaning of the

opinions?

What type of clients talk in Social Media?

What sentiment do they express?

What media are most influential?

• Real-time analysis allows to identify recurrent topics over time

• We create maps and KPIs of volume, visibility, and positive-negative sentiment

• Spontaneous opinions are supported by different types of public

• Our segmentation methodology makes it possible to identify the type of clients that exchange their experiences and opinions

• Sentiment analysis makes it possible to identify the encouragements that cause a specific opinion

• Makes it possible to know attitudes generated due to a specific experience (i.e. TV spot , campaign, promotion, product launching, etc.) and anticipate future behaviours

• Active listening makes it possible to evaluate the scope of spontaneous opinion according to social media features: audience, interaction or concentration

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Portugal Customer Seminar. Confidential

… and design a Digital Transformation strategy that covers specific needs of all functional areas

• Branding

• Corporate responsibilityComunica-

tion

Marketing

Human Resources

Operations

After-sales service and Customer Support

Illustrative topics of interest Example of Social Media KPIs

• Campaigns

• Sponsorships

• Selection

• Training

• Products

• Services

• Incidences

• Complaints

• Number of mentions vs. competitions

• Positive conversations / total conversations

• Times the message has been extended

• Share of voice

• References for each 1.000 candidates

• Speed transmission of messages per hour

• Percentage of fall or raise over the previous period

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Portugal Customer Seminar. Confidential

We design dashboards with specific Social Media KPIs in order to measure state and changes of opinion over time ...Illustrative Example

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Portugal Customer Seminar. Confidential

Digital Marketing Funnel

Fidelity and after-sales service

… that generates business applications for Digital Marketing

AWARENESS

CONSIDERATION

BUY

Activities

Brand

Content Creation

Traffic Generation

Interaction

Innovation

Impact Generation

Purchase Decision

Loyalty / Retention

After-sales service

Business Applications

• New environment for brand promotion

• Viral content development (often generated by the users)

• Additional ways to generate web traffic

• Interaction with customers and prospects via microsites / widgets / apps

• New products and services

• New mechanisms to identify and encourage customers and prospects

• Additional channel for e-commerce with differential value propositions

• Connecting with customers after the purchase and activation of "ambassadors" of the brand

• Additional mechanism to provide community-based support to customers

Measurement • Socio-demographic information for targeting customers in real time

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© 2012 EYGM LimitedAll Rights Reserved.

This publication contains information in summary form and is therefore intended for general guidance only. It is not intended to be a substitute for detailed research or the exercise of professional judgment. Neither EYGM Limited nor any other member of the global Ernst & Young organization can accept any responsibility for loss occasioned to any person acting or refraining from action as a result or any material in this publication. On any specific matter, reference should be made to the appropriate advisor.