Social Web AnalyticsTools & Examples

Agenda

Definition Tools

› Blog Pulse & Social Mention› Radian6 & Collective Intellect

Impact on Companies› Crocs - Brand Communities› Pepsi - Creating a Culture

Social Web Analytics

Uses search, indexing and semantic analysis to compile data

Identifies, tracks, listens to conversations about a brand, product or issue

Quantifies trends to help determine how, where and when to initiate engagement

Tools

Goals

Listen› Learn from consumer discussions

Focus› Brands: Communities/evangelists› PR: Build positive/defend negative› Product Development: Ideas/suggestions

Engage› Become a part of the interactions to build

loyalty, respect and appreciation

Features

Coverage › Websites, News, Blogs, Social media, Videos, Forums

Content› Conversations, Comments via Keywords

Delivery Speed › Real time, Alerts

User Analysis› Top influencers

Sentiment Analysis› Positive, Neutral, Negative

http://www.blogpulse.com/

Purpose: Track blog discussions

› News, People, Videos, Phrases

Measurement: Keyword volumeCost: FreeKey Feature: Trend Comparison

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http://www.socialmention.com/

Purpose: Gather perceptions of a brand/topicMeasurement: Number of mentions and authorsCost: FreeKey Feature: Sentiment Analysis

Mentions & Sentiment

TargetStrength: Number of phrase mentions/Possible mentions

Sentiment: Positive mentions to Negative mentions

Passion:Based on repeat comments by one individual

Reach:Unique authors/Total mentions

http://www.radian6.com/

Purpose: Platform to listen, measure and engage with

customers across the social webMeasurement: Number of comments, posts, video viewsCost: $600/monthKey Features: Radian6 Dashboard Radian 6 Engagement Console

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http://www.collectiveintellect.com/

Purpose: Identify consumer preferences, track your

ability to change themMeasurement: Number of comments, posts, views –

themes and categorizationCost: Minimum $300/monthKey Feature: Semantic Analysis

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Radian6 & Crocs

Croc’s Goal: Reach out to fans to organize community

of brand ambassadors Change opinionsRadian’s Role: Cut through chatter and locate relevant

info Monitored keywords, “crocs shoes” Allowed engagement in twitter

conversations

Radian6 & CrocsBrand Communities

So what? Identified Crocs’ brand communities Engaged with consumers to enhance

loyalty and customer service Identified groups of brand evangelists Suggested alternative Crocs apparel to

address their dislike, changed opinions Can use insight for product development

or identifying target locations

Collective Intellect & Pepsi

Pepsi’s Goal Monitor the success of their 2009 Super

Bowl ad campaignCollective Intellect’s Role: Compared Twitter buzz of Pepsi Ad vs.

Competitors (most online buzz – 28%) Analysis of consumer traits and interests

Collective Intellect & PepsiNew Culture of Change

So what? Traditional media’s integration with

social media New online campaign met consumer

demands Pepsi Refresh Project 2010 Positive CSR and PR - New consumers,

global awareness and sales

Take Aways & Challenges

Social Web Analytics emphasizes importance of LISTENING to “real” consumer insight

Understanding brand TRAITS key to communities/consumers

ENGAGEMENT in social media, but cannot be seen as “interfering”

SCALABILITY for increases in social media mediums, content and volume

CUSTOMIZE tools specific to company needs

Questions?