Social Media Analytics by Abu Yousuf

7/21/2019 Social Media Analytics by Abu Yousuf

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Let’s Talk about some Social Media n

Presente

Head, Researc

Webenza



Agenda

• My goal in this presentation would be to

show the value of Social Media Analyticsand addresses the concerns & challenges

• Students and job seekers will get an iabout where to start and how…

• Brands and organizations will realize

importance of Social Media Analytics



Topics of Discussion

1. Social Media Trends, Channels and User Base in Ind

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics – as a Career








6. Social Media Analytics – as a Career Option



Mobile

Social Users108 Million

(81% penetration)

Digital Population Pyramid India (As in Mid-20

India Population

1.3 Billion

Active Internet User

350 Million (27% penetration)

Social Media Users

134 Million (38% penetration)



Nearly 4 in 5 active Internet usersocial networks and blogs.

Growing Internusage acting as most importan

driver…



70% of active online adult social netwoshop online, 12% more likely than the aveadult user

Social Networusage driving t

Online Shoppin



Socially engaged consumers spend20 to 40% more than othercustomers.

Social Networusage alsoinfluencing thOnline Spend…



More than 53% of active socialnetworkers follow a brand.

Social media uinfluencingMarketers to

connect…



Social Media Platform Mix



Confused?Why there are so many platforms?What is the use of these platforms?Etc… etc….



Let’s try to Categorizethese platformsto get an Answer...

S i l N t k Mi bl Sh i N t k



Social Networks Microblog Sharing Networks

Professional

Networks

Messengers

(Mobile Apps)

S i l N t k Mi bl g Sh i g N t k



Social Networks Microblog Sharing Networks

Professional

Networks

Messengers

(Mobile Apps)

• Connecting withfriends, relatives,

communities, brands• Sharing updates• Sharing experiences

• Connecting withinfluencers, like-minded people,

communities, brands• Sharing updates &

experiences in shortmessages

• Connecting withpeers, colleagues,recruiters, companies

• Highlighting Career &Achievement

• Apply for Jobs

• Connecting withfriends, relatives,through InstantMessages

•

Group Messaging

• Sharing Videos• Sharing Pictures• Sharing Photos• Watching Videos• Following Picture

Boards/ Pins

• Co•

W• Ge

• UIn

• An• He

w



Social Media User Base across Platforms…

100million+

(81%)

55million+

(44%)

26million+

(21%)

33million+

(27%)

6million+

(5%)

FACEBOOK YOUTUBE TWITTER LINKEDIN INSTAGRAM

*Penetration is based on Total Social Media user base in India.











Social Media Analytics Overview

• Brand Perception

•

Industry Assessm• Competitive Asse

• Key Influencer An

• Thought Leaders

• Social Channel As

• Social Campaign

• Lead Generation

• Social CRM

Utilization of Social

Data to make informed

Business Decision…



Social Media Analytics Evolution

• Facebook likes

• No. of retweets

• Social mentions

• Channel prioritization

• Depth and sophistication

• Real-time

• Text analytics (Social menSocial CRM data)

• Deep-dive on Customer Dasupport the Affinity-based

Shift from “Quantitative” to “Qualitativ

Early Days Now









l d l



Social Media Analytics Process

Capture•Gather Data from various sources•Pre-process the data

•Extract Pertinent information

Analyze•Remove Noisy data

•Perform advanced analytics: opinion mininsentiment analysis, topic modelling, socialnetwork analysis and trend analysis

Present•Summarize from the und

•Present the

S i l M di A l i P A CAPTURE



Social Media Analytics Process – A. CAPTURE

Capture•Gather Data from various sources•Pre-process the data


Analyze•Remove Noisy data

•Perform advanced analytics: opinion mininsentiment analysis, topic modelling, socialnetwork analysis and trend analysis


•Present the



Basically, Social Media Data is nothian Action or a Reaction by a Social MeUser at any Point of Time on any Social MPlatform…

L t’ U d t d th S i l D t b tt



Let’s Understand the Social Data better…

Quantitative Data:•

No. of Likes (fans)• No. of Followers

• No. of Page Views

• No. of Comments/ Likes / Shares on Posts

• No. of Re-tweets/ Favorites (Likes)

• No. of Brand Mentions

•

No. of Product Mentions• No. of Clicks on Links

• No. of Impressions

• No. of Reach

• Etc.

Qualitative Data:

•

Brand Perception (what pabout)

• Sentiment (tone of consum

• Topics/ Attributes associatBrand/ Product

• Influencers/ Advocates

• Audience Location Data• Audience Gender Data

• Audience Age Data

• Etc.

L t’ U d t d th S i l D t b tt ( td



Let’s Understand the Social Data better (contd

Social Media ChannelPerformance Data

(happens on Owned Channels)

Social Media CoData

(happens on OwnedOthers Chan

H t C t thi D t ? ( td )



How to Capture this Data? (contd.)

Social Media ChannelPerformance Data

(happens on Owned Channels)

Free Tool

How to Capture this Data? (contd )



How to Capture this Data? (contd.)

Simple Steps:

• Keyword Identification

• Monitoring Process Set-up

• Listening Tool in place

Social Media CoData


How to Capture? (contd )



How to Capture? (contd.)

Social Media CoData


Brand Mentions ProductMentions

[Keyword]

Mentions

Competitor

Mentions

Influencer

Mentions

How to Capture? (contd )



How to Capture? (contd.)

Listening Tools

Social Media CoData




Now, I have social data in place…

What to do next?

Social Media Analytics Process B ANALYZE



Social Media Analytics Process – B. ANALYZE

Capture •Gather Data from various sources•Pre-process the data


Analyze

•Remove Noisy data

•Perform advanced analytics: opinionmining, sentiment analysis, topicmodelling, social network analysis and

trend analysis


•Present the



“Without analytics ,companies are blind and

deaf, wandering out onto

the Web like deer on afreeway.”

- Geoffrey Moore



Now, Good News is that –

Every Social Platform has its Own Data

Analytics Feature to Help the Owner o

Pages/ Profiles…



So, a message for Marketers –

Don’t wait, just Start Measuring…



You might be thinking –

How?

Let’s first try to Define Objectives



Understand my audience!

How are my customers using social media?Where are they participating?Do they interact with my competitors?What are they saying about me and my product

What is their activity level on each social netwoWho are the key influencers on each network?

Let s first try to Define Objectives…

Defining Objectives



Understand my audience!

How are my customers using social media?Where are they participating?Do they interact with my companies?What are they saying about me and my product

What is their activity level on each social netwoWho are the key influencers on each network?

Defining Objectives…

The matured marketers Analyzeboth its own brands,competitors’ brands, Industry

as well as customer pains.

Basic Analysis of Social Media



Basic Analysis of Social Media

• Conceptual Categorization and Identification of Consume

Marketing

efficiencyanalysis

Identificationof trends

Monitoof

competiIdentification

ofconceptualaudiences1

Identificationof consumermotivations2

In-Depth Analysis of Social Media



In Depth Analysis of Social Media

Planning of

targetedmarketing

activities

Identificationof

“anchor”audiencesthat influence

sales

Precisepred

sa

1

2

Social Media Metrics (w.r.t. Business Goals)



Social Media Metrics (w.r.t. Business Goals)

• Engagement

• Brand Recognition

• Reach

• Share-of-Voice

• Contribution to Sales

• Brand Loyalty

• Customer Suppo

Assessment

• Product Assessm

• Brand Sentiment

• Brand Advocates• Brand Trust

Engagement



Engagement

To measure Engagement, measure

participation.

Engagement = Engage[Social Network] Interactions

Total Views

Engagement = Per Post EnPosts Likes + Comments + Shares

Total Posts

Share-of-Voice



To measure Share of Voice compare bra

mentions to competitors.

S a e o o ce

Reach



To measure Reach, compare audience

participation to your audience reach.

Facebook Page Insights (sample areas of analy



g g ( p y

• Likes/ Unlikes

• Reach & Impressions

• Posts Performance

• Audience Behavior

• Audience Demographics

Twitter Profile Insights (sample areas of analys



g ( p y

• Mentions

• Follows/ Unfollows

• Impressions

• Engagements

• Clicks

• Audience Demographics

Social Media Analytics Tools



y

Social Media Analytics Process – C. PRESENT



y

Capture•Gather Data from various sources

•Pre-process the data


Analyze

•Remove Noisy data

•Perform advanced analytics: opinionmining, sentiment analysis, topicmodelling, social network analysis andtrend analysis

Present•Summarize andfrom the under

•Present the fin

•Use Visualizatio



Why Presentation of Analysis is becoan Important aspect?



Some of the Key Drivers:•

Increased focus on the Right Set of Metrics• Decision Makers are always on Mobiles/ iPad

• Growing Demand and Usage of Interactive CFindings

Data Visualization



Data Visualization



The concept of Data Visualization is to represent

Set of Data in a Meaningful Manner

Get Insights just by Looking into the PictureCharts!

Data Visualization Outcomes



Social Network

Analysis

Key Influencer

Analysis

Reach Depth

Topics/ Attributes

Association

Audience

Strength

Impression

Depth

Affinity

Target

Sentim

Chan

Effectiv

Data Visualization Tools











Broad Business Objectives



Online Reputation

Management

Social CRM/ Customer

Analytics

Marketing Effectiveness Product Effectiveness

Sales/ Lead Gen Thought Leadership

Opportunity Assessment ROI (Campaign, Events, etc

Let’s Prioritize for B2B Clients…



Online Reputation

Management


Analytics

Marketing Effectiveness

Product Effectiveness

Sales/ Lead Gen

Thought Leadership

Opportunity Assessment

ROI (Campaign, Events, etc.)

1

2

3

4

And then for B2C Clients…



Online Reputation

Management


Analytics

Marketing Effectiveness

Product Effectiveness

Sales/ Lead Gen

Thought Leadership

Opportunity Assessmen

ROI (Campaign, Events, etc.)

1

2

3

4









Industry Challenges



• Maturity Level of End Users/ Decision Makers

• Social Data Extensiveness (language, platform, locat

• Text Analytics

• Regional Data Crisis

• Budget for Analytics & Reporting

Industry Outlook



• Analytics & Reporting On-the-Go

• Building the Capability In-House

• Upselling of Social Media Analytics as-a-service

• Advanced Data Analytics through Statistical ModelinData Visualization

•

Social Media Analytics would be summed & presentetogether with Web and Mobile Analytics








6. Social Media Analytics – as a Career

Know your passion, know your strengths…



Social Media

Data and

Numbers

Technology

Statistical

ModelingMarket

Research

Domain

Knowledge

Where to Work?



Define Career with Choice…



Large Enterprise

Companies

Data Analytics

Companies

BPOs

Tool Vendors/

Companies

Social Media

Agencies

KPOs

Industry

Specialist

E-Commer

Startups



Thank You

Connect me at:

@BeingAnalytics

[email protected]

9986367257

Documents

Social Media Analytics by Abu Yousuf