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Social Media Analytics
Submitted By: Listening
Measuring
FT13177 Sukhda Dhal
FT13366 Sandeep Shesham Engaging
FT13174 Sneha Nandlal Nichani
FT13384 Vaishnavi Shrikhande
FT13162 Sahil Surana
Learning
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What is SMA?
SMA = Measuring + Analyzing + Interpreting interactions and associations between
people, topics and ideas.
Social media analytics is a powerful tool for uncovering customer sentiment dispersed
across countless online sources. The analytics allow marketers to identify sentiment and
identify trends in order to accommodate the customer better.
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Why is it essential today to know what consumers
are saying about your brand on social media?
• The digital revolution and the advent of social
networks are providing unprecedented opportunities
to customers to voice their opinions and research
about the product/brand they use
• This informal information about the customer will
help in channelizing marketing efforts more
effectively and efficiently
• Social Intelligence gives us the ability to:-
 transform positive customer experiences into
targeted marketing opportunities for your
brand
 transform negative sentiments into positive
customer experiences
 Identify sales leads opportunities and increase
your conversion rates
 Know what customers think about your
competitors to strategize ahead of the game
 Receive early signals of brand disasters on social 3
media and be prepared to defuse PR firestorms

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Who Benefits?
Social Media Analytics
Easy Escalation & Social
Resolution Lead
campaigns
More Engagement Generation
Measure Conversion
whit Customers
rates, Campaign
Reduced Customer Effectiveness Customer Acquisition
handling time Sentiment & Retention
Analysis
Improved Customer Satisfaction Improved Marketing Efforts Improved Sales Efforts
Better ROI
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Type of DATA
 Structured as well as unstructured
 Structured data is one that can be stored in relational databases, can be easily
queried and interpreted.
 Unstructured data is Data that do not reside in fixed format fields.
 refers to information that either does not have a pre-defined data model or does
not fit well into relational tables.
 Examples include free-form text , untagged audio, image and video data, blog
posts, conversations threads, emails, telephonic conversations etc
 Big Data poses certain challenges that include capture, curation, search and
visualization
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Using Social Media Analytics –
Business Drivers
• Organizations will have their own specific motivations for adopting social media and
therefore will have different set of analytics framework. Some of the key drivers for
adopting social media include:
 Market Research and new product development.
 Top pressures driving social media monitoring.
 Need of better consumer insight.
 Need to gain competitive intelligence.
 Need to improve customer satisfaction.
 Need to increase Return on Marketing Investment(ROMI)
 Top strategic actions to maximize social media spend
 Improve ability to respond to customer wants and needs
 Build social media measurement into marketing campaigns and brand promotions
 Maximize marketing campaign and effectiveness
 Align social media monitoring capabilities to overall business objectives
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Social Media Measurement
Key Performance
Indicators
Management
Business
Objectives
Strategy
Social
Marketing
Goals
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Key Performance Indicators
Metric Description
Share of Voice Number of conversations about a company versus
its competitors/market
Engagement Rate Number of interactions divided by the total number of fans multiplied by
100
Customer Touch Rate Number of acknowledgements/replies provided by the brand in
comparison with the total number of issues raised
Influencers Number of individuals or web entities that have a strong
following/readership within the social media channels
Advocates Number of individuals who are recommending
the brand/products/services on the social channels
Net Sentiment Consumer brand perception analysis and voice of the customer opinion
mining
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Key Performance Indicators
Metric Description
Viral factor The amount and speed at which a discussion spreads, measured
by the number of different entries around the same topic within
a certain time period.
Topic Frequency The most common themes for consumer discussion around a
brand. Marketers use topic frequency data to collect insight into
how consumers view their brands and how they discuss
them online.
Message Reach The number of eventual impressions of an online discussion.
Measured by the number of different sources covering a topic
and each source’s potential page views
Demographic The collection of metrics making up the background details of
Metrics online consumers. Listening platforms can collect data on
consumer location, gender, and age. Marketers use demographic
data to determine whether their campaigns reach targeted
consumers.
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Mapping of the business objectives
and KPIs
Business Objective Key Performance Indicator
Foster Dialogue Share of Voice
Audience Engagement
Conversation Reach
Promote Advocacy Active Advocates
Advocate Influence
Advocacy impact
Facilitate Support Resolution Rate
Resolution Time
Satisfaction Score
Spur Innovation Topic Trends
Sentiment Ratio
Idea Impact
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Competitive landscape
Social Ranking and Relevance
 Measuring, analyzing and quantifying an individual's influence across his or
her social graph
 Simple to complex products, offering raw and recent data to processed and
historic data analysis
Monitoring and Analytics
 Visual reports and dashboards
 Large array of Data feeds gives reliable analysis
 Sector Specific focus like PR specific analysis
Social Network Analysis
 Determine influencer and sentiment ratings
 Mine data on conversations across geographies and media types
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Challenges
• Dominance by Globally large players
Google analytics have the edge of already being widely present in the web
analytics. Improved applications specific for SMA can still use the data of users
with Google accounts spread all over the world. This makes access to
demographic specific information easy.
Some of the tools/applications used by Google for SMA
 Sprout Social – compares Website traffic Vs Social media Activity
 Argyle Social – Multi channel social publishing, customer engagement
 Campalyst – ROI is for social media spend
Facebook offers basic insights and feeds about your marketing campaign . It also
gives a consolidated marketing platform that helps you develop and promote
adds and then monitor details like total reach, engaged users and virality. A lot of
small agencies use such applications to actively manage social media activities. In
such scenario it becomes difficult to engage small and medium business owners to
move out of this zone.
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Facebook
Dashboard
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Challenges
• Consolidation of analytics vendors will continue
 Companies with a core competency in this field are acquired by more established
software and consulting firms
 Many Web analytics, CRM and social media management firms are investing in social
analytics in order to dissuade established customers from seeking potentially disruptive
external partnerships.
• Mobile Data
Social Media and other services present in form of mobile apps are already tracked. But
access to additional in-app behavior is needed for better insights.
• Visualization techniques and the UI will differentiate tools
Systems that have consistent workflows that match the task at hand, that provide
familiar, easy-to-use features, and that have sophisticated data visualization strategies
will allow users to perform analysis and derive results more quickly.
• Linguistic and other challenges will demand architectural flexibility
• Making conversation analysis trustworthy
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Tools
Sysomos
• Create a real-time picture on how products, people, and brands are covered in
those media sites
• Designed to analyze conversations, themes and identify key influencers
 Media Analysis Platform (MAP), mines and analyzes content from social media or
user-generated content. MAP is specifically used for text summarization and
visualization features along with granular segmentation capabilities by geography
and demographics
 Heartbeat is a cost-effective, real-time monitoring and measurement tool.
Heartbeat provides constantly updated snapshots of social media conversations
delivered using a variety of user-friendly and intuitive graphics. Heartbeat
organizes conversations, manages workflow, facilitates collaboration, and provides
ways to engage with key influencers.
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Tools
Alterian - SM2
 Data is mined through a search and filtering system
 Data drill-down capability that helps find the root of customer issues or identify
trends
 Main advantage is that it gives depth of functionality
 It has large assortment of charting and data visualization tools, from which they can
recognize important topics .
Radian6
 Acquired by salesforce.com in April 2011
 It offers more self-service functions and tracks a very wide range of online social
conversations
 Enables its customers to track blogs, forums, online and real-time news, social
networks, media-sharing sites, and many other forms of online conversation and
consumer sharing service
 Sentiment is measured, and through features such as conversation management,
dashboards and engagement mechanisms, users can listen to, measure and
respond to their customers across the Web..
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Tools
Attensity
 Their NLP capability is the key advantage along with the ability to manage
voluminous amounts of data mined from customer-defined feeds.
CNW Group (MediaVantage)
 Specializes in the field of PR
 Brand Perception
Collective Intellect
 CI:Insight is an enterprise-class social media analytics platform
 CI:View is a fully configurable, always-on, key performance indicator executive
dashboard that enables the presentation and correlation of social and private data
 CI:Listen, a powerful monitoring system, tracks topics and activities
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Future Demands & Opportunities
• Connect Social Media to Business Results, such as rev-enue, for reports
that will show exactly how much rev-enue each post drove. And that helps you
mea-sure a tan-gi-ble return on your social investments.
• Integrating sophisticated mobile apps’ data
Developing capabilities in the mobile sphere to capture data such as
navigation through applications. As more and more retail giants bring in
mobile apps, for example ZARA, more opportunities await on that front
• Competitive Analysis
Quickly compare reach, share of voice and brand impact against competitors,
as well as different topics and brands.
• Easy to navigate and self explanatory dashboards with more appealing UI
and better customization
• More accurate and robust analysis. Basic algorithms take into account only
crude cues. Some such tools are available on the net for minimal/ free
amounts. Complex algorithms that can command business for paid services
• Real time reporting and more dimensions given for better segmentation
• Develop competencies for cross lingual analysis
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