Social Media Intelligencein digital marketing

September 2013

Intro

The purpose of this deck is to give a first touch and basic understanding about the topic of Social Media Intelligence.

Personal note

Since more and more our world becomes digitally hyperconnected, brands are investing more in digital communication.

SOCMINT is the marketing’s answer to big data usage on being more efficient in corporate communication through innovation.

In short, SOCMINT is the evolution of traditional digital analytics which is the primal method of research online.

gathering

analysis

strategy

cases

SocMIntwelcome PRISM’s little brother

2012

The end of the worldThe birth of the term

In one sentence?

Data mine social networksfor analysis usage.

Social media have APIs to connect their users

with other digital services.

It all began when...

These APIs give open data.They are free & publicly accessible.

You can collect those data fast and efficiently.

Which means that...

How an API looks like?

what you ask: https://graph.facebook.com/me?access_token=

is what you get: {  "id": "1525458766",   "name": "Dionysis Lorentzos",   "first_name": "Dionysis",   "last_name": "Lorentzos",   "link": "https://www.facebook.com/DioLor",   "username": "DioLor",   "location": {    "id": "111777152182368",     "name": "Amsterdam, Netherlands"  },   "gender": "male",   "timezone": 2,   "locale": "en_US",   "verified": true,   "updated_time": "2013-09-06T16:57:14+0000"}

Most social media have limitations in their APIsbut combined you can get a better picture.

All you need is a good crawler love.Crawler is a script that loops through the API

and get back the data.

An example for a language you can create a crawler is Python.

Upon gathering...

You end up with a database.

There is no pattern in the analysis process.It all depends of your questions.

However...

From my experience the path a data analyst should always follow.

- Have the question- Determine your ideal path & gather data

- Analyze- Pivot and improve

- Suggest

So you will always have to start with a strategic question

One can easily get lost in numbers...

SOCMINT is not a leading company discipline.It’s a supportive answering tool.

Data analysis in most cases is made based on ready tools (build-in insights or other SaaS).

This usually leads on a rat race with small freedom.

In digital marketing...

In strategic research (in whichever area) you had to collect user samples (surveys) painfully,

and usually inaccurately.

Doing more. Faster...

SOCMINT takes the traditional digital analysis and boosts it with more information knowledge and confidence.

If you don’t have a data strategy plan for marketing it would be like having a business and don’t know your profits.

and because examples are the best way to learn

strategic cases

The possibilities are yet to be explored. It’s the beginning.

From finding digital leads to your product to more complicated analyses.

Question: “How can we engage more people in our fashion fanpage?”

In fashion industry seasonality in digital engagement is experienced just before the new collections.

In November and before summer.

The “demand of the fashion content” in internet is higher during these periods.

Brands analyzed: Big retail brands including H&M, C&A, Zara, Mango and others

Question: “What are Starbuck’s digital hub stores?”

The top 10 digitally hub stores 5 in USA, 2 in Japan and from one in Hong Kong, Malaysia and Vietnam.

If we dive into our network we also identify the hub stores of each country and people’s preferences by country.

Question: “What are Starbuck’s digital hub stores?”

Displayed: Starbucks stores worldwide and their relationships. Color: the subnetworks they create.

Question: “Where people go apart from Santorini Island?”

Santorini island in Greece has near sister destinations, Mykonos, Athens, Izmir and Istanbul.

Question: “Where people go apart from Santorini Island?”

Displayed: Instagram photos in Europe area of people visited Santorini between 1st -7th August 2013

When combing SOCMINT with the overall strategic planit helps identify new blue oceans.

Thank you.

About

Dionysis Lorentzos works in digital marketing.He loves strategy, numbers and finding innovative ways to solve questions.

www.lorentzos.com

Attributions

Network by Bruno CastroNotebook by Brendan LynchSecurity Camera by iconociAPI by WebPlatform.orgChess & Pickaxe by Luke Anthony FirthBriefcase by Nicholas MenghiniFacebook by Hedie Assadi JoulaeePython by FreepikDatabase by Ilsur AptukovChaos by Stephen CopingerQuestion by Greg PabstSignpost by Edward BoatmanNavigate by Icons PusherGame plan by Atelier IcebergHamster wheel by Olivier GuinCompass by Ben RellickShopping bag by Agus PurwantoCoffee by Ainsley WagonerBeach by Garrett NelsonShark attack by inverse media

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