Come è possibile prevedere e indirizzare le decisioni di acquisto attraverso il social listening? Ce ne hanno parlato Valeria Severini, CEO di Freedata Labs, e Rob Zomerdijk di SDL Plc durante il seminario Figaro Digital Social Media.
L'analisi del lancio di un robot giocattolo in Giappone, studio commissionato da un nostro cliente, ci mostra la complessità del lavoro basato sui social network e ci guida verso le soluzioni e le strategie ideali.
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Moving beyond Social Listening: how to use Social Intellingence to power data-driven decisions
1. Moving Beyond
Social Listening – a
Case Study
Using Social Intelligence to Power
Data-Driven Decisions
Valeria Severini – Freedata Labs Ltd
Rob Zomerdijk – SDL Plc
pioneers in social media
2. The Challenges working with
Social Media Data
You need great data and easy access
It’s Complicated so you might need help
You need to show business value:
Additional Revenue or
Cost Savings
Additional
Revenue or
Cost Savings
Deliver
Actionable Insights
8. The Customer’s Journey by Country and Channel
One keyword Three countries All the web channels
9. The overall robotics landscape in metrics
• Highest engagement with the
topic of robots/robotics over
time
• Evidence of slight decline
• Only market with an
upward trend in the interest
• Sustained volume of
conversations
• No evidence of growth in
the online community
Customer Relevance Score shows us:
Japan has the most vibrant
community around robots and robotics
so good first entry point
Blue, although less active than green
has seen interest grow over the last
12 months
There is more sharing in the green
market but the trend is stagnated
10. Total Results: Japan
May 2012 - April 2013
% Results
10%
47%
41%
,349% 2% ,221%
Mainstream Media Twitter
Blog Social Network
Forum Video/Photo Sharing
Digital Channel % results
Mainstream Media 10%
Blog 41%
Forum 2%
Twitter & Ameblo 47%
Social Network 0,3%
Video/Photo Sharing 0,2%
Total 100%
11. The overall robotics landscape in metrics –
where next?
• Sustained volume of conversations
• No evidence of growth in the
online community
Only market with an upward trend
in the interest
13. Sharing Behaviour
about discovery & being intrigued about capturing people with the WOW factor
about understanding, analyzing and
being confident in what you know
all about enabling people to share,
show off their knowledge and
drive the conversation
14. Analyzing the strength of engagement
with Robotics
Blue Country Green Country
Blue market has the most vibrant community:
Highest volume – 9,300 conversations per month v’s 5,500
The ease of sharing across the community is significantly better
15. Blue: Scientific focus (young audience)
Self Interested is the
dominant journey in the
Blue Robotic community
18. Importance of the Topics by Country
May 2012 - April 2013
Movies/cartoons
Toys
Commerce
Science
Negative Military
Home Pet
Books
0%
5%
10%
15%
20%
25%
In The Blue Country science is the most important topic followed by movies and
cartoons; books and toys are not relevant.
19. Importance of the Topics by Country
May 2012 - April 2013
Movies/cartoons
Toys
Commerce
Science
Negative Military
Home Pet
Books
0%
5%
10%
15%
20%
25%
The Green Country is very different: all topics have (almost) the same relevance
so none of the topics is really important. Conversation on robots are connected
with military environments, with home machine and scientific discussion. So it
seems in the green country conversations are about functionality.
21. The World of Robots: Four Roles
Separation
(man-machine)
Fusion
(man-machine)
Emotionality
Commerce
Negative
Toys
Movies
Science
Home
Commerce
Books
Negative
Toys
Movies/cartoons
Science
Home
Commerce
Books
Negative
Toys
Science
Home
Military
Functionality
Emotionality
Pets
Substitutes
Tools
Robots as…
Entertainers
Blue
Country
Green
Country
23. Growing interest in Robotics
Scientific interest
Positive Emotions
Vibrant community
Flat interest in Robotics
Engineering and military
focus
Negative emotions
Closed community