business intelligence via social media
DESCRIPTION
This presentation on Business Intelligence via Social Media will elaborate how to use the Online Platforms and tools to achieve better business results. It was presented by Ayman Itani at 10th Digital Marketing Forum & Exhibition in Cyprus January 2014.TRANSCRIPT
Business Intelligence via Social Media
Acquire An understanding of the power of data embedded in Social Media
Takeaway #1
Start to think about how you can data mine this information to make more informed business decisions
Takeaway #2
PersonalInformationBeyondDemographics
Personal Information beyond Demographics
How much do you spend?
What places do you go to?
Personal Information beyond Demographics
Personal Information beyond Demographics
How frequently do
You go there?
Personal Information beyond Demographics
With Whom do you go out?
AttributesSocial Containers
Facebook Twitter LinkedIn Foursquare Pinterest
Age
Gender
Marital Status
Profession
Education
Preferred Language
Number of friends
Music Interest
Experiences Shared
Interests
Lifestyle
Religion
Address
Places I go to
Events I attend
Readily Available Demographical Data and Attributes
What can you
do withthe data
Top Keywords UsedTop Keywords Used
Content Analysis
What Can You Do With the Data?
Facebook Posts By Others on a Page
Sentiment Analysis
What Can You Do With the Data?
Overall Sentiments on Twitter Mentions
Without Promotions Retweets
Negative Sentiments in Twitter Mentions
thinkmedialabs.com
Calculate an Index
What Can You Do With the Data?
thinkmedialabs.com
>3.4
What Can You Do With the Data?
• Content Analysis• Sentiment Analysis • Engagement Rates of banks, Telecom
Operators, Airlines, Civil Society in the Arab World
Studies we have Published
Access to Data
Access to Data
Private Data can’t
be accessed via APIs
and needs to befactored into theassumptions
Historical data not readily available
Access to Data
Privacy
All of the data being mined is publicly available data
Understand Social Media Habits of your audience
Understand Social Media Habits
of your audience
Instagram and Twittercommunities more activethan others in certaincountries (Kuwait and Saudi Arabia) so they are a good source to rely on in these countries.
Understand Social Media Habits
of your audience
Understand Social Media Habits
of your audience According to YouTube, Saudi Arabia is the world’s top user of YouTube per capita.
Tools
One tool to rule them all? Not just there yet.
Tools
200+ tools and we have custom built a tool, but
we are not here to talk to you about tools
Tools
Challenges
• Large Volume
of Data• Language
support (including dialects)
• Different expertise in analytics required
Challenges
• Historical data
not readily available
• Business Readiness to integrate as part of your process (refer to SM lifecycle)
Challenges
STAGE 1
STAGE 2
STAGE 3
STAGE 4
STAGE 5
• Does not dedicate resources (budget and staff) for social media initiatives• Monitors relevant activity by leveraging existing and free services • Explores possible routes for adopting the concept
• Engages in testing Social Media platforms• Does not assign dedicated resources but establishes social media guidelines • Uses the social medium in its existing marketing and public relations activities
• Assigns dedicated staff and allocates a budget for handling social media initiatives
• Engages actively with the social customer and leverages social media metrics • Expands its social media presence and taps into new opportunities
• Leverages the capabilities of social media for all of its core functional departments
• Includes: Sales, marketing, and services departments and activities • Benefits from more sophisticated brand monitoring tools
• Benefits from the support of senior management for developing a social business
• Drives a Social CRM implementation • Integrates all customer-centric functions into one cohesive system
Knowledge
Persuasio
n
Decision
Implementatio
n
Confirmatio
n
Social Media Cycle
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Set Business
GoalsEstablish Workflow Processe
s Define Stakeholders
& Operational
Grounds
ListenEngage in Conversati
onMeasur
e & Refine
Social Media Framework
Summary
Importance is understanding what data is available to you and how you can factor that into your own business
Summary
THANK YOU!/aymanitani
/aymanitani
/aymanitani
Search Ayman Itani
linkd.in/aymanitani