omd meeting
DESCRIPTION
Branded conversationsTRANSCRIPT
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Intelligent Stream Mining
and Strategic Response
Real-time internet conversations occur on many platforms
from blogs to social media sites and Twitter.
Tools that you have used in the past, such as Google or email
alert systems cannot keep pace with these conversations.
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What used to take days, even weeks,
now happens … in an instant
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50 million Twitter posts dailyTherefore 2 billion current annual run rate
Made of mostly open, public and searchable information
FaceBook and the like are moving to open public standards
The 12 month benchmark is 2.5 trillion SMS messages annually
More than 70% of all Twitter posts come from a mobile device
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We’re just like a call centre…
for Twitter
with
Intelligent Stream Mining
and Strategic Response
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Real-time internet conversations occur on many platforms
from blogs to social media sites like Twitter
Tools that you have used in the past, such as Google or email
alert systems cannot keep pace with these conversations
because…
they are happening 24/7
Brands are never asleep, neither are we!
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A tool that provides live sentiment
search, conversation mining, and real
time response across multiple social
media platforms
How it works…one we build a live stream for an industry or a brand using Twitter @Names, keywords or topics.
two we filter that stream with a special dictionary for the industry, brand or topic and sort the results into buckets.
three we analyse the results and provide valuable sentiment information for research, customer service and/or direct marketing
Sentiment Search & Conversation Mining
A tool that provides live sentiment
search, conversation mining, and real
time response across multiple social
media platforms
How it works…one we build a live stream for an industry or a brand using Twitter @Names, keywords or topics.
two we filter that stream with a special dictionary for the industry, brand or topic and sort the results into buckets.
three we analyse the results and provide valuable sentiment information for research, customer service and/or direct marketing
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A Comprehensive Strategy
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Solutions Summary
• Monitor and Engage with customers in everyday conversations
• Campaigns related to events, products, competitors, followers
• Sentiment Review of any tweet mentioning a specific brand
• Hotlists by industry to see who’s hot and who’s not
• Publish widgets to bring the conversation to your own site
• Back-Test Trends We archive data to compare old and new trends
• Education training and consulting
We provide solutions for companies to improve their Twitter presence
but more important:-
We provide scale
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Cloud Tools
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AnalyticsGraphs, charts and word clouds of your sent tweets, @Replies, keywords and clicks.
Learn more about your audience with the spam and activity report.
Search for any @Name to check on activity and profile.
10
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Analytics - Conversation
How much are you involved in the conversation?
Are many people talking about you?Do you have an exclusive circle of strong supporters?
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Analytics - Sentiment
Are tweets about your brand positive or negative?
How is sentiment evolving in time?
Do your events and campaigns influence your brand sentiment?
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Current sentiment analytics project:US DoD healthcare service TRICARE
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Data Mining and SentimentCurrent affairs and issues: Political words and actions
"+Stephen +Smith" - Conversation Density (2/7 - 3/8)
Foreign Minister
Stephen Smith
travels to India 28th
February 2010 and
leaves India 2nd
March
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Sentiment Analysis
Scale
&
Accuracy
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95% Accurate Sentiment
Automated Human Interface
• The Real Time Feed is sent in batches to a Human Interface
• Each message is sent to 3 people, if they all agree on
sentiment, the message is classified as positive or negative
• The batch includes “Gold Standard” Questions of known
answers
• Humans who get Gold Standard Qs wrong are excluded from
the results
• Job process time 2 mins to 2 hours depending on Reward
• Job returned and automatically integrated into work flow
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Sentiment
How it works
The interface that the Humans use to sanitize
sentiment.
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The result after submitting messages to the human interface
Sentiment - How it works
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HotlistsHotlists are sentiment ranked lists of the twitter
feeds in each industry.
We have hotlists for:
•Airlines
•Celebrities•Travel Destinations
•Twitter Applications
•Telephone Carriers
•Stocks
and the ABC
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Campaigns
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Conversation Campaign Check list
• Need: Unique Brand Name/Keyword
• Analyze: Stream Velocity
• Provide: Action Link with a customized Twitter offer
• Create: Tweet scripting - less than 140 chars
• Benchmark: Competitors @Names and followers
lists
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Conversation Campaign Elements
• Analysis
1. Keyword Search – find related keywords and trends
2. Competitive @Name Followers List – sort by influence
• Actions
1. Follow competitors followers
2. Detect Follow back
3. DM with link
4. Measure Click through
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Twitter and politics: @BarackObama
Record online fundraising for 2008 presidential
campaign
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@cathnewsasia
Increase traffic to the web site
• The re-tweet was re-tweeted
• For the purposes of this test we created our own bit.ly URL As you can see 0 hits
on our URL and 7 on the @cathnewsasia original
• Following the re-tweet and within 30 seconds of the RT there are 16 new hits
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Damage Control
Organisations need damage control tools,
because Twitter can kill a product in 3 days
The danger and the potential of Twitter
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Hollywood Movie
Bruno
Damage Control Campaign
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Hollywood Movie - Bruno
A trend like this one can be very dangerous
People create #Hastags to spread the word fast
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Buzz Spreading
The buzz growth is exponential
Negative buzz runs much faster thank positive buzz
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Bruno - The negative buzz
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The result of the negative buzz
Twitter users have the power and they know it
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The Solution: Damage Control
We can control the damage:
1. Listen
Monitor Twitter for negative sentiment about your brand
2. Acknowledge
Let complainers know that they have been heard
3. Engage and convert
Engage with the influencers
Transform your enemies in your best advocates
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Understanding crisis thru social media:The death of Nitin Garg
RT @Indusladies: Why does Australia keep
saying that attacks on Indian aren't racist? If
not racist, then why only young Indian
student ...Delhi10/01/2010 7:30
RT @AnjaliPhilip: Another Indian set on fire
in Melbourne! Isn't this a "We are racist and
proud of it" kinda message? Chengannur,
India9/01/2010 8:55 Anoop Jacob
@BDUTT India does not display racist
attitude toward its tourists as Australia treats
Indian students and Indian people. Chennai
7/01/2010 17:13 Venkatesh
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@BDUTT Australia will nevr accept dat its racist killings,its a mattr of dere country's reputation..bt d truth is it is racial killings
RT @BDUTT: Australia maintains that the killings are not racist. So, what is it ? Is it that Indians live in crime prone areas. Whats t ...
RT @BDUTT: Australia maintains that the killings are not racist. So, what is it ? Is it that Indians live in crime prone areas. Whats t ...
RT @BDUTT: Australia maintains that the killings are not racist. So, what is it ? Is it that Indians live in crime prone areas. Whats t ...
@BDUTT My friend says southern region of Australia are the worst. But I don't think every act is racist and seems things are changing :)
Twitter account: @BDUTT currently has
87,949 followers
Her comments are listened to and ‘Re-
Tweeted’
She also attracts and engages her
followers. One @reply is addressed to her
by @madhu27 a school teacher in
Kolkata, India
Negative comments spread virally by
‘re-tweeting’Message passed to followers – and follower’s followers
Example 1:
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RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism.
RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism.
RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism.
RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism.
RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism.
A voice of reason also spread virally by
re-tweeting
Example 2:
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Vindaloo Against Violence 24/2/10Positive Initiative: Media for a cause
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The Super DashboardManage your feedback, share accounts with people in your team,
Schedule and assign tweets…
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The current data mining dashboardWhat is being said globally…now
Key word searches result in multiple simultaneous conversations being monitored
Search capabilities: names,
keywords, #tags, topics, issues,
people, business, countries,
regions…
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Prototype “Crisis Management”
DashboardSelect:-• ‘Crisis
Management’point.
• ‘Key Word’ or ‘phrase’
• Daily (recent) or Live real-time
• Segmented Positive Negative and Neutral
• Presented graphically in many different ways
Note: Sentiment is primarily ‘Neutral’ as no work has been performed, to date, to create a unique sentiment dictionary
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Brad Keeling, Group Marketing & Business Development
[email protected] Mobile +61 400100555
Graham Lang, Business Development Brand Funded Media
[email protected] Mobile +61 424937848
Kerry Dowling, Business Development
[email protected] Mobile +61 412731158
Sydney, Head Office: Level 6, 97 Pacific Hwy, North Sydney, NSW, Australia 2060London: 12 St John’s Square, London UK EC1M 4NL
Helsinki: Tammasaarenlaituri 3 / Tallberginkatu 2, 00180 Helsinki, Finland