online kommunikation und marketing – modul 5 - vo · natural language processing (nlp). sometimes...

www.sti-innsbruck.at© Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at

Online Kommunikation und Marketing – Modul 5 - VO

Elias Kä[email protected]

TW@eliaskaMost slides from: SCEI: A Semantic Communication Engine and its Purpose; Brenner C., Fensel A., Fensel D., Fried M., Fuchs C., Gagiu A., Larizgoitia I., Leiter B., Oberhauser A., Stanciu C-V., Stavrakantonakis I., Thalhammer A. and Toma I., 2011

Landeck, 14.10.2015

www.sti-innsbruck.at

SOCIAL MEDIA MONITORING

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Social Media Monitoring

Overview1. What is Social Media Monitoring?

2. Why do we need the SMM?

3. Available media channels

4. Core Features of the SMM tools

5. SMM tools available in the market

6. Next Step: Response!

7. Summary

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Hands On

1. Hootsuite

2. Onlim Tell-it!

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7. Summary

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What is Social Media Monitoring?

Definition*

Social Media Monitoring is the continuous systematic observation andanalysis of social media networks and social communities. It supports aquick overview and insight into topics and opinions on the social web.

*http://de.wikipedia.org/wiki/Social_Media#Monitoring

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http://de.wikipedia.org/wiki/Social_Media



• SMM tools facilitate the listening of what people say about various topics inthe social media sphere (blogs, twitter, facebook, etc.)

• Listening: is active, focused, concentrated attention for the purpose ofunderstanding the meanings expressed by a speaker.

• Hearing: is an accidental and automatic brain response to sound thatrequires no effort.

Are you listening?7



• Use the wealth of information available online in the form of user-generatedcontent

• These tools offer means for listening to the social media users, analyzingand measuring their activity in relation to a brand or enterprise

• Offer access to real customers’ opinions, complaints and questions, in realtime, in a highly scalable way

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The Social Media Monitoring (SMM) tools are NOT

Social Media Dashboard tools. Their goal is NOT to

administrate your social media accounts. But, their

goal is to ENABLE YOU TO LISTEN to what is

being said about certain topics on the web.

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7. Summary

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Why do we need the SMM?

• “The direct, unfiltered, brutally honest nature of much online discussion isgold dust to big companies that want to spot trends, or find out whatcustomers really think of them.”

– The Economist, March 2006

• “As control of a brand’s marketing messages—and, indeed, its veryimage—migrates from traditional media to social media, companies need tobecome increasingly adept at paying attention to how they're beingperceived in the online world.”

– The Aberdeen Group, February 2008

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• Provide valuable insight from the side of enterprises regarding whichstrategy they should employ

• Determine the most effective and ineffective offered features of an enterprise

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• The speed at which one can investigate a topic ofinterest, which greatly exceeds that of a traditional surveyapproach.

• Social Media Monitoring is more precise, faster and moreeconomical than traditional expert panel analysis.

• Information is conveyed to someone who can absorb,process and formulate a response – it’s really hearing vs.listening.

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• Reputation management

• Event detection, issue and crisis management

• Competitor analysis

• Trend and market research plus campaign monitoring

• Influencer detection and customer relationship management

• Product and innovation management

• Manage Word of mouth

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7. Summary

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Channels to analyze

1. Social networks, e.g.:

• Facebook

– 526 million daily active users

– 3.2 billion Likes and Comments per day

– 500K comments per minute

– 700K status updates per minute

– 80K wall posts per minute

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Channels to analyze

1. Social networks, e.g.:

• Twitter:

– 200 million Tweets per day (2011)

– 200K Tweets per minute

• LinkedIn: 147 million users

• Google+: 170 million users

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Channels to analyze

2. Sharing networks, e.g.:

• YouTube:

– 4 billion videos are viewed a day

– 100 million people take a social action on YouTube every week (likes, shares, comments, etc)

• Flickr: >6.500 new photos per minute

• Pinterest: – 13 million users– American users spend an average of 97.8 minutes

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Channels to analyze

3. Email lists

• 2172 million Email users

• 3375 million Active email accounts

• 2.8 million emails per second

• 90 trillion emails per year

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Channels to analyze

4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups

– 113 million users

– 933 thousand unique visitors daily

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Channels to analyze

5. News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of the total)

*source: http://www.syndic8.com

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http://www.syndic8.com/


Channels to analyze

6. Blogs:

• >95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

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Channels to analyze

7. Traditional mediums:

• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

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Channels to analyze

8. Online News:

• News websites: >25.000

• Online radio stations: >2700 Online radio stations in Germany

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Available media channels

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWSAGGREGATORS

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Available media channels

How many people would you need to manage the chaos of social media activity and extract valuable insights for your brand?

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7. Summary

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Core Features of the SMM tools

A Social Media Monitoring tool should support the following core features:

• Listening grid

• Data analysis

• Sentiment analysis

• Historical data

• Dashboard

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Listening grid

SMMs should be able to gather data from many sources and in different forms(e.g. posts, pictures, videos) and establish a listening grid to capture such data.

• The listening grid focuses on three main aspects:

1. The channels that are monitored (e.g. blogs and micro-blogs, social networks, video and image websites, etc.);

2. Which countries and languages the tools provide support for; and

3. The topics relevant to the enterprise. Additionally, the listening grid should send alerts to inform clients (e.g. when post volume increases over a defined threshold or sentiment be-comes very negative).

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Data analysis

• Having established a listening grid that captures data and posts around thetopics the user is interested in, the next step is to analyze the data andproduce actionable reports and insights for the user of the tool.

• The analysis is of particular importance as it encompasses the methodsused to both filter the gathered data of unwanted information (e.g. spam,duplicates) and to process it in a way that is meaningful for the enterprise.The analysis should provide:

– Brand monitoring and reputation management – Consumer segmentation, customer insight and market research – Identify specific conversations to join – Gather information about competitors – Support product and service development

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Sentiment analysis

• The effort of finding valuable information in user-generated data is called opinionmining. Sentiments are determined using elements of computational linguistics, textanalytics, and machine learning elements, such as latent semantic analysis, supportvector machines, Natural Language Processing.

• Main purpose is measuring the attitude, opinion, emotional state, or intendedemotional communication of a speaker or writer.

• A sentiment score can be extremely useful in evaluating a large data set of socialbrand mentions, as well as allow enterprises to filter content based on positive ornegative comments, thus isolating the themes or issues that have determined thedeveloped sentiment.

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Sentiment analysis

• The major method of extracting sentiment from user generated content is NaturalLanguage Processing (NLP). Sometimes called text analytics, data mining orcomputational linguistics, NLP refers to the computerized process of automaticallyanalyzing the meaning of human language.

• Pros: The automatic techniques are tireless, fast, consistent (they do not makerandom errors), and can be improved over time. They offer comparable results tohumans in real world scenarios.

• Cons: Automated sentiment technology cannot reach the quality of a humanannotator.

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Historical data

• The user has access only to captured data abouttopics that he has requested to monitor. Thus, heshould proactively monitor topics in order torecognize problems and new opportunities.

• Access to previously captured data is required inorder to compare the current metrics and reportsrelated to the monitored topic with any previousstate of it. It is necessary to understand theimprovement of a strategy in the long-run andthrough the years.

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Historical data

• Exploit the historical data of your monitoringprocess in order to figure out the strong points ofyour company throughout the years and the pointsthat hinder the further development.

• Measure the impact of your various onlinemarketing campaigns, compare them and modifythem in a productive way.

• Discover actionable insights based on the overallimage of the enterprise and act in the appropriateway.

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Dashboard

• A user interface that organizes and presents information in a manner that is easy toread and use.

• Quickly captures the big picture of your monitored topics or your brand.

• Offers users graphical representation of the raw data in the form of charts, listings,and historical graphing of queries and phrases.

• Should be customizable to the needs of the client andprovide a wide range of visualization tools.

• Present information about demographics, trend topics aroundthe monitored subject and insights in an actionable way.

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7. Summary

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SMM tools available in the market

Commercial Tools

• Alterian SM2

• Brandwatch

• Converseon

• Cymfony Maestro

• evolve24 Mirror

• Media Metrics socialMeme

• Meltwater Buzz

• NM Incite My BuzzMetrics

• Radian6

• Sysomos

• Visible Technologies Intelligence

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Alterian SM2

• Storyboard reportImplements the Dashboard concept. A lot of effort is taken to encapsulate SM2 datainto consumable, easy-to-understand results. This new Storyboard report gives usersan infographics-like report that is easily exportable.

• AlertingUsers can set threshold-based alerts whenever overall volume or sentiment changesby specific numbers or percentages as compared to a previous time period. Whenan alert is initiated, the user will be emailed of the notification with the pertinentinformation and a quick link into SM2 with the relevant report details.

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Alterian SM2

• Historical dataExtensive Social Media Warehouse with historical data containing over 20 billionsocial media mentions, blogs, tweets, posts, images and conversations. This dataincludes in-depth information for each search result, including 36 types of dataranging from the date of publication to the physical location of the content creator.

• Sentiment AnalysisProvides word parsing, weighting, proximity and Natural Language Processing toenable the most accurate and customizable sentiment analysis.

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Brandwatch

• Gathering DataThey have built a large, distributed Crawler – a program which, similarly to howGoogle searches the Web, goes and visit websites from all around the world.But, visits the web in near-real time!

• Cleaning DataFrom adverts and navigation text, spam, dates (you can accurately filter yourbrand’s mentions by date range, and do not see mentions dating from one year ago!),duplicates, loose query definition: most of the time, a brand’s name is too genericto provide relevant results (think Orange or Next). To address this their querydefinition engine supports advanced query definition syntax, including some specialfields which allow for far more accurate query setups.

• Analysing Data (Sentiment analysis, query matching)

• Presenting Data (Dashboard, API)

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Brandwatch

• Crawler database

• Multiple crawlers

• Distributed scalable architecture

• Spam filter• Change detection

• Title extraction

• Content extraction

• Meta-data extraction

• Query matching

• Sentiment analysis

• Topic extraction

• Mention storage

• Text storage• Text index• Distributed scalable architecture

• User Interface

• API

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MediaMetrics socialMeme

• MonitoringMonitoring of over 100 million online sources in 48 languages as well as TV andradio from a single source. TV and Radio content is transformed automatically intowritten content which is searched through and analyzed.

• AnalysisArticles are analyzed to identify mutual influences and quantify effects of opinionleaders. Influential authors, sources and stakeholders are identified. Means tomeasure the impact of the campaigns.

• DashboardThe tool is web-based and provides an overview of the themes landscape via a userinterface. You can evaluate your communication in comparison to that of yourcompetitors.

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Radian6

• Radian6 AnalysisRegarding the listening, you can choose what channels to monitor, which countriesand languages you are interested in to listen to and the most important of all, whatwould you like to listen to and which are the hot topics for you.

• Radian6 InsightsHelps you to go beyond the discovery of posts to uncover true social actionableinsights in real-time.

• Summary DashboardMonitor the health of your brand on the social web in one convenient, pre-configuredapplication with the Radian6 Summary Dashboard. In one easy-to-read view, learnmore about the volume, overall sentiment, key demographics, influencers and morearound your brand, product or competition.

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Radian6

• Engagement ConsoleThe solution to scaling social media engagement across your organization. Thisdesktop application helps your company listen, engage, and measure your outreachacross teams and departments.

• Mobile iPhone appInformation today moves faster than ever before, and since the social web doesn’tstop when you’re away from your desk, you need to remain aware of theconversations around your brand at all times.

• API and extensionsadditional flexibility to the social data pulled from Insights and the EngagementConsole through our API and integrations with external applications

• >3,000 clients – including over half of the Fortune 100 companies

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Social Media MonitoringMarket

The available Social MediaMonitoring tools that are availablein the market have been reviewedby various organizations andmarketing research laboratories.

The SMMs come in differentshapes and sizes in order tofulfill the requirements of potentialconsumers of their services.

Most of the tools cover the corefeatures that have been presentedin the previous slides.

Source: Forrester ResearchListening platforms Q3 ‘10

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Free Tools

• Addict-o-matic• Boardreader

• Google Alerts

• HyperAlerts• Klout

• Netvibes

• Social Mention• Trackur

• Twazzup

• WhosTalkin• Yahoo Pipes

Pros:• Cost-efficient alternative

Cons:• Limited reports

• Limited channel-coverage

• Limited functionality (e.g. workflow management, dashboard)

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Disadvantages of free tools

• Free tools are free of support service.

• There is no guarantee concerning the availability of the service.

• Functions are often limited to quantitative/statistical reports.• Complex analysis (e.g. automated sentiment detection) may not be available for

languages other than English.

• Many are point solutions considering few or only one platform (e.g. Twitter).

• Services that claim to search the entire web do not reveal which sources are• really included.

• To get a comprehensive overview several free services must be

• combined.• Results of free tools have to be saved and archived in user-defined structures and

formats.

• Workflow-functionality is usually not available.

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2. What are the Social Media Monitoring tools?

3. Why do we need the SMM tools?





8. Summary49


Next Step: Response!

Response! Engage!

• Customers need answers to their questions and you need to defend your brand onthe negative comments in the social web sphere.

• By being authentic, transparent, and operating with integrity, you will successfullyengage your market and a build community of advocates who will spread yourmessage virally in your market.

• The engagement concept refers to the ability of the tool to support reaction with thesocial media posts. Many tools today offer the integrated possibility to reply to postsand follow up to any mention, complaint or question that is needed or has someopportunities.

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Example scenario

• Consider the case of a hardware company that sells laptops.

• A customer has an issue with his laptop and expresses his frustration via the socialmedia.

• The hardware company is able to listen to the complaint of this customer in real timeas they are using a Social Media Monitoring tool to capture discussions in the socialnetworks that are related to their brand.

• The issue of the customer is forwarded to the helpdesk of the company and theycontact the customer via the same medium in order to communicate their reply andanswer to his problem.

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Example scenario 2

• Consider the case of a hotel.

• A customer faces a problem with the hygiene of his room and tweets about it.

• The Social Media monitoring tool of the hotel captures that tweet.

• The social media monitoring administrator would be able to easily check the mosturgent issues and assign them to the responsible person with the right deadline aswell as, suggest which channel to use for the response.

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Prerequisite: Workflow management

Workflow refers to the process of assigning, tracking and responding to social mediastreams, usually in a team environment in order to prevent double responses and missedopportunities. It is crucial for an enterprise tool to promote team productivity throughcollaboration.

Main goals:• Coordinate and track who at our firm is engaged, who said what to whom, who

manages what relationships, etc.• Consider how to get the right information to the right team on an ongoing basis – as

volume increases ad hoc methods won’t scale.• Classify and tag posts, adjust sentiment, and route them for follow up and

engagement.• Internal exploitation of the external feedback in a productive way. The feedback is

routed to the right department regarding the content.

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Benefits of response and engagement

• Customer satisfaction: “Satisfaction is simply the foundation, and the minimumrequirement, for a continuing relationship with customers.”

• Word of mouth advertising / advocacy

• Awareness - effectiveness of communication

• Filtering: consumer rates and categorize the market

• Complaint-behavior: highly engaged customers are less likely to complain to othercurrent or potential customers

• Marketing intelligence: highly engagedcustomers can give valuablerecommendations for improving the quality ofthe products offered

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Limited engagement availability in the tools

Alterian SM2

Brandwatch

Converseon

Cymfony Maestro

evolve24 Mirror

Meltwater Buzz

MediaMetrics socialMeme

NM Incite My BuzzMetrics

Radian6

Sysomos

Visible Technologies Intelligence

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2. What are the Social Media Monitoring tools?

3. Why do we need the SMM tools?





8. Summary56


Summary

Summary

Monitor

• Establish a listening grid that will gather everything said and discussed around your brand and the topics that you are interested in

• Important parameter is the near-real time gathering of data from the social media

Analyze

• Data mining and opinion mining at the gathered data• Sentiment analysis with using NLP in order to classify into categories the gathered

conversations

Results• Visualize the insights generated from the analysis with the dashboard tools• Communicate internally the insights to the appropriate department

Engage!• Respond to the conversations and give the customers what they want• Take care of the customers and make them feel important

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Hands On

1. Hootsuite

2. Onlim Tell-it!

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1. Hootsuite

• Founded: 2008, Vancouver CAN• Founders:

Ryan Holmes (CEO),Dario Meli,David Tedman

• Name: /ˈhuːtˈswiːt/Etymology maby from french: tout de suite?

• Launched: December 2008• Users: > 9M in > 175 countries (August 2013)• Employees: > 400 (July 2014)• Business model: “freemium”


1. Hootsuite

What is it?Wikipedia: „Hootsuite is a social media management system

for brand management “

What platforms are supported?


1. Hootsuite - Platform



Engagement• Multi channel dissemination to more than 25

channels• One-click reply• Scheduled social messaging

• Manual scheduling• Auto scheduling

• Save responses• Audience targeting

• Location• Language• Demographic

• Automatic blog post sharing



Listening• Monitor emerging trends

• Visualize• Compare

• Custom streams to follow relevant conversations

• Geolocated search on conversations• Filter by language• Visualize business metrics• Identify influencers and sort them in

lists

trending keywords with conversation maps



AnalyticsJanuary 2014 acquisition of uberVU

• Realtime insights• Social demographics

visualization• Measure sentiment metrics• Social influencers identification• Resonating content identification• Detailed social reporting



Collaboration• Manage organizational structure• Assing permission levels• Create taskts and assignments• Content approval measurements• Avoid duplicate work• Reduce emails and meetings by

dashboard communication



Security• Secure all social accounts• Employee permission

management• Mobile device security• Security notifications• Double approval system to avoid

wrong posts on wrong accounts• Regulation standards

implemented


1. Hootsuite – other products

• Hootlet– Chrome plugin

• More than 100 apps– Flickr– Flipboard– Magento– Soundcloud– Xing

• Mobile Apps for Android & iOS• uberVU via Hootsuit• Campaigns (Photo, Video, Text,... )Screenshot: http://www.thesocialmediahat.com/sites/default/files/hootlet-button.20120310000513.jpg


2. Statistical reporting – Hootsuite Analytics

Image by hootsuite.com

Why analytics?• Popularity

• Trends

• Demographics

• Geographics

• Effectiveness


2. Hootsuite Analytics

What can be analyzed?• Twitter brand mentions• Twitter follower groth• Facebook Likes and demographics• Overlay social link clicks and website visits from Google• Sentiment analysis

Integration of:• Google Analytics• Facebook Insights• Ow.ly URL tool



Example:

Pictures by: http://twirp.ca/2013/08/understanding-the-free-analytics-report-in-hootsuite/



Example:

Pictures by: http://www.portent.com/blog/analytics/new-hootsuite-analytics.htmand http://www.onbile.com/info/analyze-your-social-networks-with-hootsuite/

• PDF report export• Custom logo• Custom contact info



Sentiment analysis“Sentiment refers to the emotion behind a social media mention. It’s a way to

measure the tone of the conversation—is the person happy, annoyed, angry?”

Autmatic sentiment analysis for 52 languages: uberVU

Pictures by: http://blog.ubervu.com/ubervu-now-automatically-detects-sentiment-in-5-languages.html



Sentiment analysis

Since October 2013cooperation with Brandwatch• Brandwatch monitoring within Hootsuite Dashboard• Advanced Data Gathering: more than 70M sources• More advanced social media monitoring• Advanced sentiment analysis• More languages and NLP for each


2. Pro - Plan

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www.sti-innsbruck.at 76


2. Pro - Plan

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„Feel like a pro“

„Hello, this is Gerard from Hootsuit“• Get started with dashboard• Organize dashboard• „Need help? Have a Question?“• Offers for free consultation talks

• „Wondering what to post today?“• „You‘re out of content“


2. Pro - Plan

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„ You‘re out of content?“


3. Reporting „like a pro“

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11 Templates

• Included within „Pro“: 5• Sold for 30pts: 1• Sold for 50pts: 3• Only for Premium Plan: 2

50 Points sell for 348€


3. Reporting „like a pro“

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Wrap-up of Pro-Plan:• Good support via email• Good customer care• Reasonable monthly fee (~10€)• BUT

– Little included Analytics feaures– No extra Apps included (all quite expensive)– Only 1 team member included for free

for advanced statistical analytics VERY expensive



Hands On

1. Hootsuite

2. Onlim Tell-it!

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Guest speaker: Corneliu-Valentin Stanciu, CTO onlim

online kommunikation und marketing – modul 5 - vo · natural language processing (nlp). sometimes...

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