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