from data to insightsbuilding accurate consumer insights from online conversations

francesco d’orazio - research director, head of social media, facejake steadman - brand and social media insights, O2

the business context

1. To plug social media monitoring into the heart of businessand brand planning

2. To help maximise the potential of executions in terms ofSocial Networking

3. To understand how we can target media and seed better thantoday

4. To help with gaining proactive insight – early discovery ofemerging trends / issues / opportunities

5. Brand reputation management of both consumers and themedia

The overriding research objective was to utiliseone tool for Traditional media and Social media,covering:

1. Media and consumer social media monitoring2. Buzz monitoring and sentiment tracking3. Brand reputation management and performance4. Media performance5. Messaging success

what social media means for research

first, understand what users want from the web

the web as...

mirror projector constructionfrom ‘Solipsistic Branding’ | Lawes Consulting | 2007

identity - who I am

contacts - who I know

activities - what I like

...now add ‘social data’

ongoing conversations, rather thenQ&A or one-off discussions

a window intonaturally occurring behaviors

far less obtrusive

re-introduces social context

a real-time stream of data

this makes social mediathe richest insights field ever

for the first timewe can do

qualitative researchon a mass scale!

impressive...

but there are still some open challenges:

demographicsgeographysentimentsourcesspam

this is why social media analysis is all about...

reducing complexity

partitioning

hierarchy

independence

mining for patterns

decoding the shape of phenomena,rather then micro values

what we did

RTO2 is a social media monitoring andanalysis solution designed for O2.

RTO2 it’s software +strategic consultancy

outputs:

1) bespoke dashboard2) weekly reports3) monthly conferencing4) quarterly workshops

web crawler

A web crawler browses theWorld Wide Web searching for

specific key-phrases in amethodical, automated manner.

It creates a copy of all therelevant pages and stores themin an online database for later

processing

analytics

Software analytics tools andhuman analysts process theinformation harvested by the

web crawler in real-time

online DB

dashboard

A live interactive dashboardgenerates real-time data

visualization and customizedreports

the real-time dashboard

real-time tracking and measurement to enableadaptive brand management

visual mining and natural interaction with datato support pattern recognition

and iterative thinking

volumes are nothing without weighting

a channel-specific ‘visibility’algorithm takes into account

reach, engagement andfeatures of each messageto assess its ‘influence’

human sentiment analysis is key:we crowd-sourced it

a) access to a on-demand, 24/7, scalable workforceb) volumes: thousands of messages analyzed in a few hoursc) lower cost per message coded

Benefits of this approach

Analysts Company

embedded KPIs tracking

overall volumesvolumes by dayvolumes by typeoverall sentimentoverall visibilityvisibility by dayvisibility by type

qualitative visibility

outputs

volumes/day

volumes/share of voice

volumes/channel

volumes/reactivity

visibility

visibility / bands

sentiment

qualitative visibility

topics/wordclouds

topics/treemaps

trending topics / strata

brand social graph

influencers

geography

from data to insights

Human-codedSoftware-coded

FACE

Human-codedSoftware-coded

this iscool..

PICTURE

BLOG

noise reduction

targeted monitoring

refined mentions

analysis

web scan

CHAT

sawthis on

fb

did youhearthat..

love thisad...

VIDEO

thepackaginglooks cool

but...

checkthis out

POLLS

reporting

feedback

feedback

feedback

feedback

action action

FACE

FACE

analysis funnel

step #1landscapesummary of the mostimportant data for anyspecific search

step #2leadsidentify the leadsthat might bepointing towardsrelevant phenomena

step #3drill-downdifferent types ofleads requiredifferent types ofdrill-down action

step #4eventsexplain whatcaused a specificphenomenon

step #5insights

tactical“reactions show that speed is not the main concern andthere is a solid audience for propositions that aretailored on usage levels”

“identify the most influential sources that have beendiscussing the topic and engage them about the launchof the new broadband packages”

strategic“providing original research-based information whichsources and users can embed within their contentsdrives high profile mentions and viral engagement”

step #6trends+models

bring together events + insights in acomprehensive trend that tells the story ofthe brand over a specific period of time

identify recursive patters and suggest actionswhich will cause a trend to emerge again

insight/innovation: topic-trend explorationbrand/pr: brand reputation - share of voicebrand/pr: wider landscapebrand/advertising/pr: product/service/campaign trackingcustomer care: targeted customer engagement / social CRM

it’s new and exciting,and we are already using it:

1) Key word search continuity2) Scale3) Education/training

but there are immediate practical challenges:

@abc3dfrancesco@facegroup.co.uk

thanks