using social media information for marketing decisions
TRANSCRIPT
Uses and Application of Social Media Information for Strategic Marketing DecisionS
Uses and Application of Social Media Information forStrategic Marketing DecisionS
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AGENDA
What is social media information
Nature of social information
How can I extract it?
How can I analyse it – a sample pipeline
Strategic marketing decisions from social media
Net Neutrality & Flipkart – A case study
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LET’S START WITH A VIDEO
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A Picture now
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ANOTHER Picture
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ANOTHER Picture
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SOCIAL MEDIA INFORMATION
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SOCIAL MEDIA INFORMATION
14 Habits that drain your energy
31 Phrases only military people understand
The Best Worst President ever
Facebook Copyright Hoax
Believing in Santa
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SOCIAL MEDIA INFORMATION
• Posts
• Hashtags
• Comments
• Photos & Videos
VARIETY
• Shares & Likes
• Retweets & Favorites
• Pins & Tags
• No. of Views
VELOCITY
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VELOCITY IS IMPORTANT
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VELOCITY IS IMPORTANT
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VELOCITY IS IMPORTANT
What is the nature of this information?
UNSTRUCTURED UNSOLICITED DISCOVERABLE NEVER DIES
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EXTRACTING SOCIAL MEDIA INFORMATION
DATA SOURCES
• Social APIs – Streaming & Public APIs
• Data Aggregators like DataSift
TECHNIQUES
• Text Analytics
• Inbuilt Social Media analytics (Twitter Analytics, FB Page Insights, LinkedIn Network)
Try reducing your dependence on data aggregators as much
as possible - use the Social APIs !
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Tap into the Twitter Streaming API
with keywords and location filtersSave the tweets in the database,
like MongoDB
Pre-processing - Remove
duplicates, normalize, non-
unicode characters, tokenization,
POS Tagging etc.
Basic Analysis
- SOV
- Top @Mentions
- Top RTs
- Top Hashtags
- Top Locations
More Analysis
- Activity by Time
- Keywords
- Topics
- Sentiment
- Sentiment by Context
For the adventurous ones
Build a small classifier to identify
and engage with actionable
tweets
A SAMPLE TWITTER EXTRACTION PIPELINE
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Try to bring structure to the unstructured data, however you can !
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Author Value Type Sentiment
Duncan Riley Samsung Galaxy S6 Entity Positive
Duncan Riley Apple Entity Negative
Duncan Riley LoopPay Entity Neutral
Duncan Riley mobile payments Keyword Positive
Duncan Riley point of sales Keyword Positive
Structuring data from free flowing text is easy to use by existing reporting and business intelligence software. Insights from the
final reports can now be used for decision-making by the PR firm and their client
Actual blog post parsed through our
SmartText Engine
HOW DO WE EXTRACT INFORMATION?
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Marketing Decisions
Customer Retention
Like it or not, people talk
Timely intervention Offer social media care
Set up alerts, listen, empathize and solve
Reduce costs
Customer Retention
Managing Criticism on social media
People support a cause
Don’t brazen it out Offer solutions
Be Proactive Humanize your brand
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How Nestle dealt with a crisis
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How Nestle dealt with a crisis
- Nestlé’s initial response was to force the video’s withdrawal from YouTube, citing copyright. This led to a
viral outbreak of criticism on social media
- Later they had within two months adapted their approach.
- First, to deal with the short-term damage, Nestlé suspended sourcing from Sinar Mas, and the company
held meetings with Greenpeace in which it provided details of its palm oil supply chains.
- The company chose the Forest Trust, a non-profit organisation that helped the company when it came to
liaising with Greenpeace as well as helping Nestlé to audit its suppliers.
- Showing leadership on sustainability is becoming a business imperative. A sustainability risk is potentially
big when the whole world can find out about it overnight.
http://www.ft.com/intl/cms/s/0/90dbff8a-3aea-11e2-b3f0-00144feabdc0.html#axzz3YFXwH9jR
Content Marketing
Understand your audience
Where are the people talking?
What is being shared?
Creating stories from data
Real-time content marketing
Content Marketing
Content Marketing
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WHY SOCIAL MEDIA IS SERIOUS STUFF
FLIPKART & NET NEUTRALITY
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FORCING A STRATEGY RE-THINK
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QUESTIONS?
