Linked2Media: Brand Reputation in Social Media

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Linked2Media Workshop Bucharest, March 14, 2013 Brand Reputation in Social Media: Linked2Media Requirements Analysis & Use Cases Evangelos Kalampokis

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Brand Reputation in Social Media: Linked2Media Requirements and Use Cases

Transcript of Linked2Media: Brand Reputation in Social Media

Page 1: Linked2Media: Brand Reputation in Social Media

Linked2Media WorkshopBucharest, March 14, 2013

Brand Reputation in Social Media:Linked2Media Requirements Analysis & Use

Cases

Evangelos Kalampokis

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Content

• Social media and brand reputation• Linked2Media project• Requirements identification methodology• Questionnaires results• Linked2Media platform’s requirements• Linked2Media platform’s functionality (Use Cases)

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• Officially, “Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks”

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http://www.flickr.com/photos/yourdon/3088582622

Social Media is a conversation, in which you share thoughts, opinions and content…

supported by online tools.

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Like these…

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But also platforms like these…

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WhyShould

CompaniesCare

http://www.flickr.com/photos/horiavarlan/4273168957

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EU Social Media Penetration

• In the EU 76% of households have Internet

access 52%of internet users post messages

to Social Media.

• In Romania 54% of households have Internet

access 48% of internet users post

messages to Social Media

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Facebook Statistics*

Facebook monthly active users total nearly 1.06 billion

Facebook daily active users were 618 million

2.7 billion average daily likes

20 minutes average time spent per visit

17 billion location-tagged posts and check-ins were logged in 2012

* Facebook Reports Fourth Quarter and Full Year 2012 Results

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Twitter statistics

There are 175 million tweets sent from Twitter every day in 2012

32 percent of all Internet users are using Twitter

11 accounts are created every second on Twitter

50 percent of Twitter users are using the social network via mobile

http://www.flickr.com/photos/hopefoote/2970852668

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LinkedIn statistics*

LinkedIn has 200 million members

Turkey is in the fastest growing countries

Approximately 2 members per second join LinkedIn

2.8 million companies have a page on LinkedIn

HP recently crossed 1 million followers on LinkedIn

*http://blog.linkedin.com/2013/01/09/linkedin-200-million/

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Brands in Social Media

• 2009* 19% of tweets contain

mention of a brand Of the branding tweets,

nearly 20% contain some expression of brand sentiment

• 2012 (from UK accounts)** 3.6% of tweets contain

brand mentions 12,600 tweets per minute

mention brands*Jansen, B.J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science 60, 2169-2188.**Brandwatch (2013). The Twitter Landscape: The changing shape of brands, consumers and the social web. Available at: http://www.brandwatch.com/wp-content/uploads/2013/02/Twitter-Landscape-2013-Extended-Version.pdf

http://www.flickr.com/photos/clry2/2294901114

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Understanding Consumer Opinions

*Aaker, D.A., 1991, Managing Brand Equity, New York, NY: The Free Press.

**Keller, K.L., 1993, Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, vol. 57, no.

1, pp.

***Morgan, R.M. and Hunt, S.D., 1994, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, vol. 58,

no. 3, pp. 20-38.

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http://www.flickr.com/photos/stuckincustoms/4286568923

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http://www.flickr.com/photos/13709576@N03/2552190638

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…but do companies listen to their customers?

http://www.flickr.com/photos/clairity/152421481/

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On average only 3% of tweets referencing companies carry the @ symbol

56% of customer tweets to companies are being ignored

http://www.flickr.com/photos/goorigami/5863325404

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Helping SMEs to monitor and manage their brand reputation in Social Media!

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Linked2Media Requirements

• Requirements Identification Questionnaires Interviews Scientific literature review Software tools review Workshops and usage scenarios

• Requirements homogenization• Requirements prioritization

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Questionnaires

233 SMEs

4 countries (Turkey, Bulgaria, Greece, Spain)

3 main market sectors (tourism, footwear, food/drink)

http://www.flickr.com/photos/tupwanders/82946852

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Interviews

• 13 interviews with SMEs One Turkish SME from

tourism sector Nine Spanish SMEs from the

footwear sector Three Greek companies (two

SMEs and one large enterprise) from the food and beverage sector

http://www.flickr.com/photos/fotografeleen/8033518698

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Literature Review

Scientific articles that analyze Social Media content related to brands.

We finally identified 41 relevant articles.

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Software tools review

Identified and analyzed 40 relevant tools.

The main functionalities of the tools were identified and categorized.

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User requirements workshop

Took place in Thessaloniki, Greece during the 2nd Linked2Media Meeting.

A number of usage scenarios were identified for the different market sectors.

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Results

Questionnaire results

Requirements of the Linked2Media platform

Functionalities of the Linked2Media platform

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• SMEs from 3 market sector Footwear Tourism Food/Beverage

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To gather opinions

To contact customers

To reward customers

To engage customers with the company

0%10%20%30%40%50%60%70%80%90%

100%Importance of Marketing Related Activ-

ities

UnimportantImportant

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On-site surveysCustomer comment cards

Mail surveysTelephone surveys

Call customers after purchaseFocus group or customers roundtables

News indexing serviceWeb-based surveys via e-mail

Monitoring Social MediaMonitoring Web platforms

Monitoring the Web

0% 20% 40% 60% 80%

Techniques for Gathering Customers Feedback

Already used Willing to pay

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0%

10%

20%

30%

40%

50%

60%

70%

80% Current Use of Customers Feedback

RarelyOften

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7.73%

83.69%

8.58%

Importance of Social MediaNo answer ImportantNot Impor-tant

79.40%

20.60%

Existing Accounts in Social Media

At least one accountNo account

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Social Media0%

10%

20%

30%

40%

50%

60%

70%

80% Existing Social Media Accounts

Facebook Twitter FlickrFriendFeedLinkedInBeboI-Meet

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0%

10%

20%

30%

40%

50%

60%

Activities through Social Media Rarely Often

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0%

20%

40%

60%

Functionalities about Online Opinion Collection

UnimportantImportant

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Requirements

• 6 Categories: Reputation Monitoring Requirements Data Analysis Requirements Visualization Requirements Reputation Management Requirements Collaboration Requirements Notification Requirements

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R.1 Reputation Monitoring Requirements

1.1 Searching multiple Social Media for mentions according to user-defined search terms (e.g. search for mentions about a brand, a market sector, a location)

1.2 Supporting multilingual search in the participants’ languages (i.e. Turkish, Bulgarian, Spanish, Romanian, Greek, Italian) and in English, German and Russian

1.3 Filtering the search results according to multiple criteria such as Social Media, language and location

1.4 Storing of search queries

1.5 Provision of links to the Social Media, where the original post has been published

1.6 Anonymizing collected data

Reputation Monitoring

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R.2 Data Analysis Requirements

2.1 Calculation of statistics on mentions

2.2 Measurement of a post’s sentiment

2.3 Measurement of the online brand reputation

2.4 Collection of demographics and geographic distribution of the customers

2.5 Identification of hot topics related to a brand or market sector

2.6 Analysis of mentions written in the participants languages

Data Analysis Requirements

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Visualization Requirements

R.3 Visualization Requirements

3.1 Presentation of data in graphic formats

3.2 Presentation of trends about a brand or a market sector

3.3 Creation of reports (predefined or ad-hoc)

3.4 Presentation of spatial data on maps (i.e. representation of location statistics into maps)

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Reputation Management Requirements

R.4 Reputation Management Requirements

4.1 Connections with various social media accounts and manage the accounts from a single interface.

4.2 Perform marketing campaigns for the promotion of the brand through social media

4.3 Communication with customers, e.g. reply to posts, send private messages, participation in discussions

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Collaboration Requirements

R.5 Reputation Management Requirements

5.1 Initiation / engagement in discussions and finding solutions to specific problems

5.2 Provision of electronic resources about Social Media (e.g. e-books, case studies, guidelines, webinars)

5.3 Provision of collaboration tools enabling the exchange of information, e.g. discussion forums, common file spaces.

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Notification Requirements

R.6 Notification Requirements

6.1 Generation of alerts in case of new mentions, important changes to a brand’s related activity (e.g. a boost in the number of mentions) and spread of bad rumours

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Linked2Media platform’s functionality (Use Cases)

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Who to Contact

Evangelos [email protected]

http://kalampok.is