Social Media Analytics:

Vendor Selection Best Practices and Sample

ReportingJanuary 19, 2012

Vendor Selection Best

Practices

Sample Reports

3-6

8-13

OVERVIEW

Vendor Selection Best PracticesAn Bui, an.bui@alum.swarthmore.edu

BRANDS WANT TO KNOW

• Where is the information

• How much are people talking

• How many people do we care about

• How do our customers feel & will we know it

• How do people feel

• How often do they do what we wish

• Are we getting our money’s worth or delivering value

“…[companies] can quickly identify relevant verbatims, classify comments by positive or

negative sentiment, and engage in all manner of text mining to reveal unexpected patterns

and trends…” – Gleansight Social Intelligence Q32011 Report

Generating Insights

Choosing a Vendor

Technology Evaluation Factors:Content aggregation and normalization

Text mining, tagging and database management

Trigger alerts / automated reporting

Display / querying dashboard

Product roadmap

Organization Evaluation Factors:Technological interest / aptitude

Current workflow processes

Identification of pain points by level, function and goal

Vendor Evaluation Factors:Responsiveness / customer support

Training / onboarding / account setup

Vendor strategy / organizational health

Organization / Vendor Fit: Vendor ability to meet current and future

organizational requirements

Reporting from Forrester, Gleanster, Altimeter Group and

Gartner analysts

Forrester Analysts Say…

Current offering:Background informationData sourcesText analysisFunctionalityConsulting / analysis services

Strategy:Strength of management teamCorporate strategyProduct strategyCost

Market Presence: CustomersFinancialsEmployees

Sample Reports

Share of Voice: Channel and Author

Twitter

Digg

Clipmark

s

Yahoo New

sBing

Pixsy

Faceb

ookPica

sa0

20

40

60

80

100

120

140

160

Client MentionsIndustry Mentions

Other5Vast

karth

ikvam

si1

svartl

ing

Row_bea

r_toe1

2

pct_gig

aom

danlar

sen

RamonCian

i

musiclio

n

theonetr

uebix

stayji

mmzeich

0

2

4

6

8

10

12

14

16

18

Client MentionsIndustry Mentions

Segmenting mentions by social media channels signal (a) which ones already have those mentioning the brand; (b) whether any message pull through occurs in channels we’ve targeted.

Segmenting mentions by authors signal (a) which ones maybe brand advocates or badvocates; (b) who may be appropriate for either customer reference lists or lead lists. We recommend further study.

Share of Voice: Sentiment and Hashtag

Positive Neutral Negative0

100

200

300

400

500

600

700

Client SentimentIndustry Sentiment

secondscr

een

bestap

pever

iPad

pubmedia

iPhone

cbssv

t2012iPod

0

5

10

15

20

25

30

Client HashtagsIndustry Hashtags

Generally, Client tracks to the industry in terms of sentiment. To increase positive sentiment, we should examine each aspect of the Customer Experience and User Experience.

Client is associated with conversations around recent messaging foci: #secondscreen and iOS devices. The addition of #bestappever indicates that authors of those posts are likely candidates for brand advocacy.

Additional Conversational Analysis

Strength: measure of likelihood that your brand is being discussed in social media. Phrase mentions w/in the last 24 hours divided by the total # of possible mentions

Sentiment: ratio of positive to negative mentions

Reach: measure of range of influence. Unique authors referencing the brand divided by total brand mentions

Passion: measure of likelihood that individuals talking about your brand will continue to do so repeatedly. A small group of advocates that continually talk about your brand will result in a higher passion score. Every mention by a different author will result in a lower passion score

Social Media at a Glance

This sample report exemplifies the data visualizations available via Lithium Social Media Monitoring. Insight is available with access to the raw data.

Not pictured: pull quotes with examples of love / hate / recommendations from customers relevant to Netflix or Blockbuster.

Discover the relationships those you

tweet with have.

Surface the themes relevant to your

2d degree circle.

Drill in to discover affinity

relationships

Ex. Twitter and Townhall both

discuss #AskObama. Potential for

joint campaign around that theme.

Digital Peoplescape: Twitter

The mid-October spike resulted from of a

feature release that encouraged social sharing

from within the app.

The late November dip was likely driven by

Thanksgiving holidays, as fewer people used

the app on Thanksgiving.

Client should consider integrating online and

event marketing efforts, with campaigns at

industry events in LA and mobile app events in

Seattle.

A foursquare scavenger hunt, booth demo

giveaways, or FanAdvocate events can generate

additional buzz. …and so on…

Social Media Trends and Opportunities