getting value from social media
DESCRIPTION
What you could mine about your brand in social media? What issues are there when you organise marketing campaign in a social network?TRANSCRIPT
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Getting Value From Social Media
Maria Grineva
Systems GroupDept. Computer ScienceETH Zurich - Switzerland
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Systems Group. D-INFK. ETH Zurich 2
Tools For Social Media Analysis
Real-time brand monitoring on Twitter
Getting involved into real-time conversations and managing people’s opinions about a brand
Semantic analysis of Blogosphere
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Real-time Brand Monitoring On Twitter
Systems Group. D-INFK. ETH Zurich 3Example pic from Harvard Business Review
Twitter – 50M users all over the world posting short messages via mobile devices and Web
50M tweets per day;
19% of them contain mention of a brand; >25% mention brands indirectly
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Real-time Brand Monitoring: Key Issues
Understanding opinions about a brand (Sentiment analysis of tweets)
If negative – why? identifying blog posts/news with negative reviews
Systems Group. D-INFK. ETH Zurich 4
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Real-time Brand Monitoring: Key Issues
Learn about competitive landscape:
Look for user experience, problems, questions.
Systems Group. D-INFK. ETH Zurich 5
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Real-time Brand Monitoring: Key Issues
Identification of sudden bursts of new words related to a brand:
Getting news/blog posts that influence the brand image (using Twitter for monitoring the whole Web!)
Systems Group. D-INFK. ETH Zurich 6
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Getting Involved Into Real-time Conversations
Identifying influenceable users in the field
Planning marketing campaign:
Identifying the minimum set of influenceable users
that would be enough for
spreading positive opinion widely
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Understanding Social Communities
Identifying communities of people with interests relevant to a brand
Systems Group. D-INFK. ETH Zurich 8Facebook network communities (by Flickr’s sociomantic)
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Semantic Analysis of Blogosphere
Novel technology for semantic text processing using Wikipedia knowledge
Key techniques: semantic relatedness between concepts
word sense disambiguation
Systems Group. D-INFK. ETH Zurich 9
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Semantic Analysis of Blogosphere
Capturing not only exact brand names, but also related words
Novartis semantically related to:
Valsartan, Pfizer, Daniel Vasella, Influenza vaccine, Diclofenac …
Semantic search for Blogosphere demo: http://blognoon.com
Systems Group. D-INFK. ETH Zurich 10