Mining & Measuring Social Media for Business Insight
Why Measure Social Media Data?
10 million 5 million 2.5 millionWith 120% YOY growth
10,000 tweets p/m 25000 tweets p/m 18000 tweets p/m
The Social Analytics Life Cycle
Set business goals
Map out social metrics
Select appropriate tool-chain
Monitor, measure and
store data
Create dashboards,
reports, scorecards
Produce actionable steps from
insights
Review data and insights
Social Media Analytics – A new Frontier
Pros
• Direct access to consumer insight
• Data widely available
• Many tools available already:
Cons
• Most marketers are not also statisticians
• Misunderstanding of the medium
• Data is unstructured and disconnected:
What to Track on Social Networks
ConversationsInfluencers & relationships
DemographicsShared content
Insights that can be Extracted
Brand sentiment & mindshare
Competitive analysis
Influencer engagement
strategy
Marketing campaign feedback
Product iteration insights
Content marketing strategy
Case Study: Lonmin
92,496mentions
30,655people
Most Retweeted Twitter Mentions
Most Influential Tweets
Top Shared ContentLink Mentions
http://www.bbc.co.uk/news/world-africa-1... 279
http://www.bbc.co.uk/news/world-africa-1... 215
http://www.timeslive.co.za/local/2012/09... 204
http://dailymaverick.co.za/article/2012-... 146
http://edition.cnn.com/2012/08/21/busine... 143
http://www.huffingtonpost.com/dave-logan... 142
http://www.timeslive.co.za/thetimes/2012... 130
http://the5smellof1.de.nr/arthurlacreatu... 126
http://www.news24.com/Multimedia/South-A... 120
http://www.reuters.com/article/2012/08/1... 119
Word & Hashtag Breakdown
Time Trend Breakdown
Mine workers accept 22% pay rise offer
Demographic Breakdown
25%
32%
20%
8%
10%
3% 2%
Top Locations
South Africa
Johannesburg
Cape Town
London
Pretoria
Durban
UK
91.5% English mentions
68%
32%
Gender Breakdown
Male
Female
Tools Your Brand can Start Using Today
Monitoring Engaging AnalyticsCommunity
AnalysisData
Streams