Social Media Listening

& Analytics

Social media monitoring/listening is capturingmentions of interest across the internet and can beactive, historical , real time or on-demand.Social Media Analytics is the process finding insightssuch as who says what where from the data gathered.Social media intelligence is the business intelligencegained through social media analytics.

What do we he lp them with?

S p e e d i n g u p i d e n t i f i c a t i o n o f c u s t o m e r s e r v i c e n e e d sP r o v i d e l o w c o s t , i m m e d i a t e c u s t o m e r s e r v i c eG e n e r a t i n g a n d c o n v e r t i n g l e a d sG a t h e r i n g c u s t o m e r f e e d b a c kO p t i m i s i n g c a m p a i g n sI n c r e a s e B r a n d e q u i t y I n f l u e n c e r m a r k e t i n gC o m p e t i t o r A n a l y s i sC r i s i s m a n a g e m e n t

Who do we he lp?

B u s i n e s s d e c i s i o n m a k e r s , m a r k e t i n g & s a l e s t e a m , c u s t o m e r s e r v i c e t e a m a n d P R a m o n g o t h e r s

H o w d o w e d o i t ?Obtain a clear understanding of the Business goal/question.Look into pervious methods and best practicesIdentify tools, metrics, sources that are needed. Deploy for data collectionFilter categorise and tag data. Derive insights by refining and digging deeper into dataReport on insights gathered. Present data in suitable format to stakeholders.

What tools do we use?Monitoring, reporting and social CRM tools Radian6Data monitoring and research tools Brandwatch, Crimson hexagon Monitoring and engagement tools Hootsuite\

Selection – queriesPre-processing – sentiment analysis

Transformation - chartsMining – fetching mentions through filtersHidden pattern evaluation – Topic clouds

Data Presentation - Reports

How do social listening tools works?

Share of Voice of the monitored brand against competitorsTrend in volume over a period of time

Reputation through sentiment of conversationsChannels where the conversations happened.

Location and demographic segmenting of brand mentions.Brand advocates, detractors and influencers

Reach and engagement with owned conversations. Thematic conversation patterns

How do we measure data?

Communicating business value and ROI of social listening Making sense of sentiment analysis

Isolating relevant conversations Aggregating accurate numbers

What are the challenges that analysts face?

Data deficiency on social data streams due to privacy limitsIdentifying what to measure and how to measure itGen Z and millennial migration to invisible networksThe Incomplete picture

What are the challenges that the industry faces?

Social Measurement Framework Fully-automated dashboardsBusiness Process Integration

Social Profiling & TargetingSocial Media Governance

Automated InsightsPredictive Models

Social hub setup

What are the add-ons to Social media listening?

Sophisticated dashboards with better metrics and KPIs for non-traditional channels Predictive analysis and content marketing will grow by large strides

Profiling of customers E.g.: Dell Single Score DashboardMore accurate text analytics through training

Tracking change in sentiment Affinity based targeting

Mention threads

What is future of social media analytics?

Sherin Daniel

@funkysheri