50 insights in social media monitoring
TRANSCRIPT
of Social Media Monitoring
50 Insights
Social Figures offers services and tools to listen to the consumers in the main social channels, bringing
information and insights about brands and networks.
With BrandCare tool it is possible to collect, store, analyse and view
mentions in the main social medias.
Find out some of the applications of social media intelligence throughout the next slides.
What is it and how to find out?Collect and view mentions to one or more brands or personality, in real time. All it takes is setting up a search in BrandCare and the mentions start to be displayed in a matter of minutes.
01. What people are talking about my brand?
How to use the information:. Reply to questions from consumers. Solve client's problems. Find sales opportunities
What is it and how to find out?Find business opportunities and interaction, in real time.Just add keywords related to your business in the search and follow the Mentions tab.
02. Who is looking for my product or service now?
How to use the information:. Make active prospection. Find business opportunities. Discover the online target audience
What is it and how to find out?
Find out at what times people mention the monitored brands the most. Just set up monitoring with the
desired social medias and the graphic will show up automatically in the Dashboard tab.
03. At what times do people talk about my brand the most?
How to use the information:
. Decide which times are the best to post
. Organise Customer Service team's schedule
. Evaluate usage behaviour
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What is it and how to find out?
Analyse the volume of daily mentions.
See the data in the Dashboard area or in Reports area, filter the desired period and generate a file in Mentions by Date.
04. On which days did my audience talk about the brand the most?
How to use the information:
. Identify reasons for mention peaks. Discover seasonal fluctuation of interest for the brand or product
What is it and how to find out?
Compare the volume of mentions in different social medias.
Just set up monitoring selecting all social medias and the graph will show up automatically in the Dashboard tab.
In which social media platform is my audience
How to use the information:. To plan action and content volume in the different social medias.
What is it and how to find out?Measure the daily number of mentions on each social media or data source.
It is possible to view the information in the Dashboard with the help of filters or to export in different ways in the Reports section.
06. What is the daily variation in the different social medias?
How to use the information:. Measure the impact of actions and content in a segmented way, in each channel. . Analyse effectiveness of cross-media actions.
What is it and how to find out:Sentiment analysis, by measuring Positive Inclination, Negative, Neutral or Hybrid in connection to a brand, company or personality.
It is possible to make manual analysis or establish automated rules.
07. What is the audience's sentiment about my brand?
How to use the information:. Understand favourability of consumers. Report the data as result metrics. Cross feelings data with subject, themes and campaign tags.
What is it and how to find out?Compare the volume of mentions between Brand and Competitors daily.
Automated graph in Dashboard, Audience area and available to export as a Report.
08. How do mentions to the brand and competition varies?
How to use the information:. Find out facts which influence all brands in the segment. Analyse deviations from the standard to potentialise positives
Brand Competitor A Competitor B
What is it and how to find out?Understand conversation share (or share of voice) about a brand ahead of your competitors.
To find out, you set up a search with keywords for each brand and compare, in the Dashboard or exporting the data, the volume of mentions.
09. What is the share of conversations about my brand in the segment?
How to use the information:. Report as result metric. Compare the market share of each brand.
. Analyse fluctuations in a timeframe
Share of Voice
Brand
Competitor A
Competitor B
Competitor C
What is it and how to find out?Sentiment Analysis, measuring positive inclination, Negative, Neutral, or Hybrid,
After a human-manual analysis or to establish automated rules, compare fluctuation in a timeframe.
10. What is the evolution of the public's sentiment about my brand?
How to use the information:. Measure fluctuation of feeling according to what is happening, campaigns and launches.. Report as result metric in social medias
What is it and how to find out?Compare feeling of consumers in relation to competitor's brands.
Monitor each competitor in a search and export sentiment data.
11. What is the difference in the Sentiment between brands?
How to use the information:. Follow competitor's evolution. Position brand results in connection to the market
What is it and how to find out?Measurement of users and channels which mentioned the brand the most over a specific period of time.
Measurement and automated report, which can be seen in Audience or Reports.
12. Who are the people who mention the brand the most?
How to use the information:
. Make engagement actions
. Identify user motivations
What is it and how to find out?Measure themes approached by competitors in Facebook pages, Twitter profiles and corporate blogs.
Set up a competitive Search in monitoring, to follow one or more competitors channels.
13. Which themes are brought by the competition?
How to use the information?. Find topics not yet approached by competitors. Discover which topics generate higher engagement of target audience.
What is it and how to find out? Geo-based measurement, useful for global brands. Automated identification based on users bio. Can be seen in the tool's Dashboard
14. Which countries mention the brand or the topic the most?
How to use the information:
. Compare local performance of
global brands social medias.
What is it and how to find out?Geo-based measurement, useful specially for national companies, political campaigns and franchises. Automated identification based on users bio. Can be view in the tool's dashboard
15. Which states mention the brand or topic?
How to use the information:. Compare digital performance of franchises in different regions. Measure potential areas which are not yet served.
What is it and how to find out?Geo-based measurement at municipal level. Automated identification based on users bio. Can be seen in the tool's Dashboard.
16. Which cities mention the brand or the topic the most ?
How to use the information:. Compare digital performance of franchises in different regions
. Measure consumer potential of areas which are not yet served.
What is it and how to find out?Analyse how the brand, company or personality is approached by the media outlets
Set up or filter specific news.
17. How does the press talk about the brand ?
How to use the information:. Optimize PR. Find new outlets for relationship. Improve media plan
What is it and how to find out?Compare total number of mentions with the total number of users.
It is possible to compare and export data in the Mentions and Audience tabs in the Dashboard
18. How many mentions each user publishes, on average?
How to use the information:. Understand concentration level of conversations: If there are just a few users talking a lot about it, or a lot of users talking little about it. . Check differences in concentration between engaged users and relapse users.
x Unique Users
What is it and how to find out?Measuring number of followers in Twitter, indicator of profiles potential reach.
It is possible to see the information in the Mentions tab or to export data in Reports.
19. What is the average of followers who talks about my brand?
How to use the information:. Measure potential impact of positive and negative messages. Define referentials and outreach goals
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2134
1907
175389352
4730
321
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6
3
0
1 a 49
50 a 99
100 a 499
500 a 1k
1k a 9k
5k a 10k
10k a 50k
50k a 100k
100k a 500k
What is it and how to find out?Measurement of frequency of word mentions in all monitored texts.
Monitor brands and relevant terms and then view in Content & Tags area in the dashboard.
20. Which are the most used words in conversations?
How to use the information:. Find frequent words to analyse themes and conversation topics. Enhance content, using consumers linguistics
Cookies
Milk
Mother
Position
Me
Speak
had
What is it and how to find out?Measurement of word mention frequency in all negative/complaints mentions.
Monitor brands and relevant terms and then view it with the negative mentions filter, in the Content & Tags in the Dashboard.
21. Which are the most commonly used words in complaints?
How to use the information:. Improve rules of automated complaints alerts. Understand how potential crisis start
Friends
Me
Better
Patient
Nurse
Hospital
Reception
What is it and how to find out?Measurement of word mention frequency in all positive/compliment mentions
Monitor brands and relevant terms and then view, it with the negative mentions filter in the Content & Tags area of the Dashboard.
22. Which are the most commonly used words in compliments?
How to use the information:. Understand how the positive repercussion happens and make actions to incentivise it.. Positively emphasizeattributes in campaigns and ads.
Store
Course
Order
Courses
Buy
Contact
Internet
Teachers
What is it and how to find out:Measuring frequency of #hashtags in monitored content, specially useful for Twitter and Instagram.
Monitor brands and relevant terms and then view in Content & Tags area of the Dashboard.
23. Which are the audience's most used hashtags?
How to use the information:. Discover supporting hashtags or criticism to personalities and brands. Join the consumers conversations, by publishing content using the highlighted hashtags.
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What is it and how to find out?Measure which catalogue products, portfolio or menu, for example, generate more mentions in social medias.
To find out, you must analyse brands with tags and related mentions of each product.
24. Which product generates more mentions?
How to use the information:. Optimize online ads using flashy pictures of products which generate engagement.. Publish content about the best selling products. Cross with sales data and expand main products variations
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23
16
10
4742
16
6
Shake deCafé
Chocolate Smoothies CháGelados
Espressos Cafés Tortas Salgados Outrasbebidas
Ice Coffee Chocolate Smoothies Ice Tea Espresso Coffee Pies Wraps Cold Drinks
What is it and how to find out?Identify which component aspects of a product generate most mentions.
Decompose the product in its aspects and mark its aspects with tags, manually or automatically.
25. Which aspect of my product generate most mentions?
How to use the information:. Emphasize most important aspects and functionalities for consumers.. Support research & development sector
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6
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Sabor Preço Nutrição Disponibilidade ProduçãoNatural
EmbalagemTaste Price Nutrition Availability Organic Package
What is it and how to find out?Identify which component of a service generates more mentions.
Decompose the service to its aspects and mark them with tags, automatically or manually.
26. Which aspect of my service generates more mentions?
How to use the information:. Reward professionals and managers responsible for each service sector. Increase conversion in audiences which value different aspects
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Conforto Atendimento Segurança Quartos Restaurante TarifasComfort Customer Service Safety Bedrooms Restaurant Fees
What is it and how to find out?Analysis of phase moments in purchase, from research to after sales.
Monitor the brand, add to mentions the tags which are related to the purchase phase and export the data in Reports.
27. Which phase/ aspect of my service or product needs more attention?
How to use the information:. Create actions of social sharing about purchase, such as instructions and unpacking. Find eventual impacts of logistical problems
2751
1800
412
Pré-Venda e Compra Compra Entrega e Pós-VendaPre – Sale Sale After- Sale
What is it and how to find out?Analyse what types of attributes are being associated to a company or personality, according to its segment and methodology.
Categorise opinative mentions according to the attributes, values, and associations made by the audience.
28. Which brand attributes are being associated to others?
How to use the information:. Support traditional market research about consumer perception. Explore desirable attributes in Marketing actions
Trust
Innovation
TraditionProximity
Access
Brand Competitor
What is it and how to find out?Basic and automated identification of genders, based on the names dictionary.
29. What is the gender of users who mention the brand?
How to use the information:
. Use the information in demographic analysis
88771 – Female 306553 - Male 9829 – Female 5270 - Male
What is it and how to find out?Find out what type of audience or stakeholders talk to the brand the most, and how they talk.
30. What type of audience talks to my brand the most?
How to use the information:. Prioritise strategic audience in user relationship. Measure audience type distribution
What is it and how to find out?Distribution of users collected in Favorables / Unfavorables.
After analyse the sentiment, all it takes is to view and download data in the Dashboard.
31. How many are advocates and how many are detractors of my brand?
How to use the information:. Brand performance metrics. Analyse relation between number of negative/positive mentions and number of favorable/unfavorable users.
Favorable
Opposed
What is it and how to find out?User’s ranking by number of positive mentions.
After the classification is done, all it takes is to access the Audience section of the Reports.
32. Who are my brand advocates?
How to use the information:. Reward satisfied consumers. Motivate engaged employees . Understand the characteristics of the positively engaged people
What is it and how to find out?Measure profile of people and vehicles which negatively mentioned the brands the most.
After manual or automated sentiment classification, see data in Audience or Reports.
33. Who are my brand's detractors?
How to use the information:. Find out what makes a consumer a brand's detractor. . Take actions to convert detractors into brand's advocates. Solve marketing issues connected to negative mentions
What is it and how to find out?Public mentions to the company, work, brands and products made by employees.
After mentions are collected, group employees and collaborators in user groups.
34. Are employees mentioning the brand?
How to use the information:. Orient employees about disclosure policy . Discover and avoid HR crisis
What is it and how to find out?Consultation in a database with more than 32 million profiles, ranked by influence (Klout Score) or reach (followers).
35. Which are the most influential profiles by city or theme?
How to use the information:. Create relationship actions with potential influencers and authorities in particular subjects which are relevant to the brand. Set up searches in monitoring to find out popular themes in a specific area
What is it and how to find out?To find out mentions made by a user in the history of social media management.
To view, it's possible to see in the user profile or export mentions with the Export Mentions button.
36. What is the user’s mentions history?
How to use the information:. Analyse user involvement with the published content. Understand contact points in the research and purchasing decision phase
What is it and how to find out?Calculate and filter a sample number of collected mentions, to optimize work.
BrandCare calculates the random sample based on acceptable margin of error, from 2% to 8%, according to your needs.
37. What is an adequate sampling for monitoring?
How to use the information:. Optimize classification and analysi. Understand precision and reliability of monitoring
What is it and how to find out?Map a segment to follow what influencers are publishing.
It is possible to make longitudinal monitoring, search for connections between the audience and monitor what the influencers say.
38. Which themes are brought up by segment influencers ?
How to use the information:. Produce content with themes that talk to influencers. Orient planners to take actions which are interesting to the influencers of the segment
What is it and how to find out?Measure highlighted profiles in metrics of network centrality.
Export optimized file through Labs and manipulate data in the network viewing software.
39. Who are the influencers of my network?
How to use the information:. Create list of key-influencers. Plan actions of relationship with influencers. Direct ads to the influencers
What is it and how to find out?Find clusters of highly connected profiles.
Export the optimised file through Labs and apply the clustering algorythm in the network visualisation software.
40. What are the communities in my networks ?
How to use the information:. Develop reports of public profile. Generate content directed to demographic characteristics of communities. Find niche communities
What is it and how to find out?Understand which partners of sponsored media generate more repercussion.
Cross match the volume of mentions sorted by influencer activated during the campaign.
41. How many mentions did the sponsored content generated?
How to use the information:. Reward or invest more in efficient partners . Direct more appropriate themes towards each partner
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Menções Totais Menções Estimuladas Parceiro 01 Parceiro 02 Parceiro 03Total Mentions Stimulated Mentions Partner 1 Partner 2 Parter 3
What is it and how to find out?Monitor the Facebook page and understand which are the posts generating more comments.
To view the information, all it takes is to set up Facebook page monitoring and see comments on each post.
42. Which publications generate more repercussion?
How to use the information:. Learn from consumers what they prefer. Use the number and quality of comments as result metrics
What is it and how to find out?There are many mentions in social media comparin in the same post, tweet or video, 2 or more competitors.
By monitoring the brands, all it takes is to make a search for the competitor's brand name.
43. How many mentions compare my brand to the competitors brands?
How to use the information:. Understand how many consumers evaluate alternatives. Understand how consumers compare both brands attributes
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120 80
Menções Totais Marca A Marca B Marca C Marca A +Marca B
Marca A +Marca C
Total Mentions Brand A Brand B Brand C Brand A+ Brand A+
Brand B Brand C
What is it and how to find out?Understand how the main executives and spokespersons are being mentioned.
It is possible to make the executives names monitoring directly, or filter the ones which have already been collected.
44. Como os executivos estão sendo citados?
How to use the information:. Analyse repercussion of public appearances such as interviews, conferences, and declarations. Measure the impact of investment subjects. Avoid crisis
CEO CTO CIO CMO
What is it and how to find out?Evaluate the effectiveness of PR, releases and follow-up through news monitoring
Inside a campaign search for keywords connected to each releases group.
45. Are the releases sent by PR Agencies being published?
How to use the information:. Measure relationship with vehicles. Evaluate the quality of different releases and facts which can be published. Discover new vehicles
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6
25
Release - Release - Novo Produto Release - Comemoração Release - Prêmio
Matérias
Release - October Launch Release – New Product Release – Celebration Release - Award
What is it and how to find out?Understand the impact of franchise’s performance in the online reputation of a brand.
Organize each mention according to the franchise, unit and reference store.
46. Which franchises of my network get the best evaluations?
How to use the information:. Evaluate performance of different teams. Establish goals for service quality
Bondi Store Paddington Store City Store Parramata Store
What is it and how to find out?Monitor pictures taken in the stores, units, hotels and franchises to understand what draws consumer attention.
Monitor keywords in different social medias, specially Instagram.
47. What are clients taking pictures of while in my stores ?
How to use the information:. Use photographed elements as objects in ads. Use the regions which generate more affectiveness from loyal customers
What is it and how to find out?To avoid communication crisis, social media monitoring can serve the purpose of discovering which keywords are being used by consumers in these moments.
Critical keywords can be added as Rules for Alerts by Email.
48. How to prevent crisis?
How to use the information:. Make individual approach to the consumer after first critical mention.. Immediatelly forward the problem to the respective sector
What is it and how to find out?Understand which sites, portals and blogs mentioned the brands, along with its internet ranking.
BrandCare automatically collects Alexa Ranking, that lists websites collected by the tool.
49. Which are most relevant sites that mentioned my brand?
How to use the information:. Compare impact of different sites according to its traffic potential. Map new sites based on collected URLs
Alexa Rank
Site 01 75153
Site 02 434167
Blog 03 1784542
Blog 04 404743
Blog 053986818
What is it and how to find out?Understand how appearances in TV shows, ads, etc. Impact the interest people have in a particular brand in the social medias.
Monitor keywords in different social medias and isolate publishing periods.
50. What is the impact of a TV show or other media in online mentions?
How to use the information:. Evaluate investment in medias to improve results. Plan customer service to address the interest boom. Make cross-media actions
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