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IBM Social Media Analytics and Customer Insights

Sample Report - Campaign Analysis

IBM Confidential © 2014 IBM Corporation


This is a representative sample report for an illustrative business case

The content/look and feel of this report is customized to the client business problem, for e.g.:– If some of the charts/graphs/tables are not generating insights for that particular

business case it will be dropped from the report,– On the other hand some additional charts maybe incorporated which are depicting

valuable insights

Most of the charts/graphs and data displayed in this sample report can be extracted from the tool’s analysis and reporting interface

2 IBM Confidential © 2014 IBM Corporation

Disclaimer


The following were the inputs received from Client A for this analysis:– Business Problem Statement– Brands to be analyzed– Key competitor names– Key campaign to be analyzed, its start and end dates, marketing taglines, any

marketing collaterals, etc– Any Key functionality/ feature /theme that you want specifically investigated– Any geo preference


Customer inputs


The overall analysis objective and scope are as follows:

The primary objective of this analysis is to learn what is being said about Client A (brand A1 and brand A2) and its key competitors for e.g. Competitor A (brand A) Competitor B (brand B1, brand B2), Competitor C (brand C) on social media by the consumers

Also understand the SOV related to what is been said in the context of these Smartphone brands. Some of the features/aspects related to Smartphones analyzed are:– Applications– Camera– Battery– Display– Price/Offer– Processor

Conduct a deep dive analysis to understand what is being specifically said in the context of the below mentioned brands and features: – Client A Brand A1: Feature 1 – Competitor A Brand A: Feature 2

Highlight key insights derived from this analysis


Analysis Objective, and Key Business questions that were Evaluated



Client A: Scope

Elements Scope

Broad Brand CategoriesClient A Brand A1, Client A Brand A2, Client A Brand A3

Competitor A Brand A, Competitor B Brand B1, Competitor B Brand B2, Competitor C Brand C

Topic Of InterestApplications, Battery, Camera, Campaigns, Display, Kitkat, Memory/Storage, Price/Offers, Processor, Sound, Style/Design, Other Features

SourcesNews, Blogs and Message Boards

Videos and Reviews

Languages English

Geography India

Time period 1-Feb-2013 to 12-June-2014

The analysis is based on a sample data, the coverage from our data partner used in the analysis will include

• 1-2% Face Book sample• Blogs (20+ million regularly with 100+ million in the database)• Forum Sites (175,000+ sites containing over 5M individual forums)• Review Sites (40,000+ review sites, plus more than 100 forums that are typically part of review sites)

The results produced in this analysis are business indicative in nature as it is based of a sample data…


Client A Brand A1 lags Competitor A Brand A and Competitor C Brand C in terms of its share of voice on social media

The conversations on social media are focused largely around campaigns, camera, battery and price/offers

Post the launch, most of the brands have not been able to sustain the buzz for their smartphones, however Competitor A Brand A successfully managed to generate small peaks in buzz at the time of launch of its other brands (A2, A3)

The overall buzz on Client A’s smartphone brands is lukewarm as customers do not associate the brand with smartphones, majority of its buzz had neutral sentiment

Client A Brand A1 has medium affinity with applications, battery, display, price/offer and sound, however the concern areas are price/offers and camera and Client A Brand A3 has medium negative sentiment around Processor

Features such as processor, sound, style/design and applications are of relatively of higher importance to Client A than its competitors brands


Executive Summary



Buzz Profile

Time Period: 1st February 2013 to 12th June 2014

Dataset Statistics: ~68K documents were selected for analysis. They were further analyzed to generate ~35K high value snippets

Sources: 34% of the content constitute news. Blogs consist of another 30%, boards about 16% and the rest of the ~20% social media buzz is primarily created over reviews, micro blogs and videos

Competitor landscape: Competitor A Brand A has the maximum content (48%) followed by Competitor C Brand C (18%), Client A Brand A1 and Competitor B Brand B2 contributed ~10% each. Rest of the 14% share of voice was covered by Competitor B Brand B1, Client A Brand A3 and Client A Brand A2

Topics: Discussions around “Campaigns” dominate most of the chatter in social media (58%) followed by conversations on “Camera” (7.5%) and “Battery” (7.5%). Price and Applications contributed to ~6% each. Display contributed for 5% share of voice on features

48%

18%

10% 10%

7%

4%

3%

58%

7.5%

7.5% 6%6% 5%

4%

3%

Client A and its Key Competitors

SOV of features of Smartphones

Competitor A Brand A

Competitor C Brand C

Client A Brand A1

Client A Brand A2

Client A Brand A3

Competitor B Brand B1


Competitive Landscape – Volume of Buzz…..



March 6, 2013: Competitor C launched Brand C

“This is the sexiest phablet to date! I love this Competitor C Brand C Ultra! I am afraid to ask about theprice tag though, but I think it is worth it”

October 16, 2013: Client A launched Brand A2

“The Client A Brand A2 has a 4 inch display with 480 x 800 pixel resolution. It is based on Android 4.2.2 Jelly Bean and runs on a 1.3 GHz dual core processor from MediaTek, supplemented by 512 MB RAM”

December 23, 2013: Competitor B launched Brand B2

“To take further charge of the market, the South Korean company has launched the Competitor B Brand B2 while the Indian mobile company is putting up the fight with its brand X”

February 5, 2014: Competitor A launched Brand A

“Competitor A Brand A's launch in India has started a serious competition among mid-range budget smartphones. After releasing the phone at only Rs.12,499, Competitor A Brand A has to do some real hard work in order to keep up with the never-ending demand of the smartphone here”

March 7, 2014: Client A launched Brand A1

“Client A Brand A1 sports a 5 inch display screen with a decent resolution of 480×854 pixels. The specialty of this screen is the fact that it is provided with ultra oleophobic coating. “

May 20, 2014: Client A launched Brand A3

“The 7.9mm-thick Client A Brand A3 is a dual-SIM (Micro-SIM, dual-standby) smartphone and boasts a 5.5-inch HD (720x1280 pixels) IPS display”

Client A & its Competitors: Overall Trend Analysis (1/2)



Competitor A announces that its dual-SIM smartphone Brand A will land in India with Android 4.4

February 5: Competitor A launched Brand A

May 13: Conversations regarding Competitor A Brand A again peaked up due to the launch of its successor Brand A2

March 19: Competitor A launched Brand A2Client A Brand A1 has not been able to sustain its initial peak post its launch and it dropped within the week

“The Brand A, according to Competitor A will be a Flipkart exclusive for now. Flipkart says the Competitor A Brand A, will be priced at Rs 12,499 for 8 GB and Rs 13,999 for16 GB in the Indian market. Flipkart begins taking orders for the Competitor A Brand A on February 6”

“Competitor A launched Brand A in India on February 6th, 2014 exclusively on Flipkart , and the moment the site made the page live , the 16 GB variant was sold out within not more than 10 minutes . While the 8GB variant is stock still available for purchase, many are facing issues that the higher storage version is not available”

“This is the best priced android smartphone under Rs 15000. With the launch of Client A Brand A1, Client A has introduced its bouquet of features, giving customers a customizable experience “

Client A & its Competitors: Overall Trend Analysis (2/2)




Competitor C Brand X

Client A Brand A1

Client A Brand A2

Client A Brand A3



Features such as processor, sound, style/design and applications are relatively of higher importance to Client A than its competitors


11

“As Competitor A developed this mobile pricing is done very competitively and also it has latest Android version KitKat running on this device. KitKat update for Competitor A Brand A in India released on 14 February. And update improves some performances like usage of less Ram”

“Competitor A Brand A review: the only cheap phone you should buy”

“If you are planning to buy a budget android mobile phone I would recommend you to seriously consider Competitor A Brand A”

Price is clearly the biggest factor on which smartphone users are recommending it to others. If they feel that a smartphone is offering good enough features as compared to its budget, then they will definitely recommend it

Style/Design and Sound is surely not a selling point for the recommenders

Recommenders are more tech savvy and informed users. While prospective users are looking for superficial features such as display, camera and style/design

Competitor B Brand B2Competitor A Brand ACompetitor B Brand B1Competitor C Brand CCompetitor A Brand A1Competitor A Brand A3Competitor A Brand A2

Competitor A Brand A and Competitor C Brand C have higher recommenders than any of the other brands



12

19%





Competitor A Brand A1










• Client A Brand A1’s buzz has been mostly neutral. Client A needs influential brand advocates who can talk about its features and key highlights in strong positive tone

• Competitor A Brand A and Competitor B Brand B2 have been able to build strong brand advocates.

• In case of Competitor A Brand A 34% of the conversations were positive and only 58% conversations were neutral

• While in case of Client A ~80% conversations were neutral

Only 19% of Client A Brand A1’s buzz has been spoken positively, it is fairly low as compared to some of the competitors




Women tend to have a marginally higher preference for Client A Brand A1, though overall SOV of women is much lower than male

In case of Client A Brand A1, female authors were more interested about campaigns and price/offers as compared to male authors.



“The Client A Brand A1 is backed by a 2000mAh battery that is rated to deliver up to 13 hours of 2G talk time and 9 hours of 3G talk time”

“The 5-inch display on the Client A Brand A1 is only capable of a poor 480 x 854 pixel resolution too, compared to the 4.5-inch 720 x 1280 resolution on the Competitor A Brand A”

“The Android 4.4.3 KitKat OS update for Competitor A Brand A is being rolled out at roughly the same time as the update for the array of Google Nexus devices”



Client A Brand A1

Client A Brand A2

Client A Brand A3



Client A Brand A1 has medium affinity with applications, battery, display, price and sound



“Client A Brand A1 - Now open your favourite apps with just a gesture on your new Client A Brand A1.”

“Client A Brand A1 is bundled up with 4 GB of onboard memory which can be further expanded to up to 32 GB through the facility of the micro SD card. A 2000 mAh battery has been loaded to delivers 13 hours of 2G talk time and 9 hours of 3G talk time”

“The Client A Brand A1 has 4GB of internal storage which may be insufficient for entertainment buffs, hence the 32GB memory expandability”

Further deep diving into Client A Brand A1 sentiment reveals medium affinity with positive buzz around applications and battery



Client A Brand A1’s positive buzz was relatively high for Applications and Battery, however two concern areas are price and camera


17 IBM Confidential © 2014 IBM Corporation17

Brand A1

Brand A3

Brand A2

Client A has not been able to sustain the buzz for its smartphones, however for Brand A2 it has been able to mange two small peaks



“Quite pitifully, the Client A Brand A3 works on Android Jelly Bean 4.2.2 OS instead of the updated version, though buyers can probably expect a KitKat break in the future”

“Another shortcoming is the smartphone's low RAM of just 1GB. There's 8GB of onboard storage as well as a microSD card slot for adding up to 32GB of extra memory in case you fall short of hoarding space”.

“Also, where brand names count , others like Micromax , Lava and Spice have the bigger advantage. While the Client A Brand A2 may not be available online, mobile device storefronts across the country are reportedly stocking it”

“Client A Brand A2 is not much of a name when it comes to mobile phones. The brand is well known for a lot of other gadgets but not for a smart phone yet”

Class Name Count Negative Positive Ambivalent/Neutral

Client A Brand A3 704 6.1% 53.3% 40.6%

Client A Brand A1 945 5.6% 53.2% 41.2%

Client A Brand A2 449 3.8% 45.2% 51.0%

The overall buzz on Client A is lukewarm as customers do not associate the brand with the product (smart phones)



Top Authors

Client A – Brand A1 Competitor B Brand B1 Competitor A Brand A Competitor C Brand C

Author A7 16 Author A1 27 Author A2 103 Author A3 22






Author 11 11 Author A11 10 Author A7 33 Author A15 19















Top URLs

Client A – Brand A1 Competitor B Brand B1 Competitor A Brand A Competitor C Brand C

youtube.com 123 youtube.com 228 youtube.com 843 youtube.com 464

facebook.com 104 firstpost.com 104 facebook.com 316 xda-developers.com 125

mbworld.org 47 facebook.com 56 firstpost.com 282 facebook.com 65

mwh-520.blog.163.com 37 aegindia.org 21 xda-developers.com 166 tech2.in.com 50

guardian.co.uk 29 softpedia.com 21 thinkdigit.com 101 thinkdigit.com 40

malayalam.gizbot.com 28 malayalam.gizbot.com 17 softpedia.com 88 i4u.com 30

mobiletor.com 25 fonearena.com 16 malayalam.gizbot.com 86 igyaan.in 29

lowyat.net 24 indiatvnews.com 16 gadgets.solidnode.net 77 shopping.indiatimes.com 25

bworldonline.com 17 phonesreview.co.uk 15 fonearena.com 77 siliconindia.com 24

gadgets.solidnode.net 16 ibtimes.co.in 15 bgr.com 72 fonearena.com 24

tomshardware.com 13 tech2.in.com 15 androidos.in 64 consumercourtforum.in 24

businessmirror.com.ph 13 androidos.in 13 economictimes.indiatimes.com 53 androidauthority.com 22

softpedia.com 12 techshout.com 13 ibtimes.co.in 52 blogtechnika.com 20

theguardian.com 11 ibtimes.co.uk 12 promagzine.blogspot.com 48 shopping.rediff.com 20

techvorm.com 10 ndtv.com 11 indiatvnews.com 47 softpedia.com 20

indiapricelist.com 9 avashya.com 10 shopping.indiatimes.com 47 ndtv.com 20

gogi.in 9 gadgetguide4u.com 10 techshout.com 46 theautomotiveindia.com 19

retailtechnologyreview.com 8 thinkdigit.com 10 team-bhp.com 42 androidos.in 19

canindia.com 8 gogi.in 9 ibtimes.co.uk 41 consumercomplaints.in 18



Recommended Author’s Profile

Just like our previous series, ‘Tech Recap of the Day’ we promise to keep the stories as concise as possible giving you a peek. So without delaying it any further here are the stories that caught our attention over the span of this week

However, one thing that has always hurt Competitor C despite some very good phones has been their slackness in making them available. Yet, this time Competitor C is keen to make amends. As expected, the device was launched in India today for Rs 49,990. Competitor C Brand C2 will be available starting May 12th and will ship with a couple of freebies which includes a fitness tracker band called smartband and a flip cover.

Author A2 Author A2

Author A2



Word cloud with positive terms mentioned in the context of Client A



Word cloud with negative terms mentioned in the context of Client A


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