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Brand Reputation in Social Media: Linked2Media Requirements and Use Cases
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Linked2Media WorkshopBucharest, March 14, 2013
Brand Reputation in Social Media:Linked2Media Requirements Analysis & Use
Cases
Evangelos Kalampokis
Linked2Media Workshop, 14 March 2013 Page 2
Content
• Social media and brand reputation• Linked2Media project• Requirements identification methodology• Questionnaires results• Linked2Media platform’s requirements• Linked2Media platform’s functionality (Use Cases)
Linked2Media Workshop, 14 March 2013 Page 3
• 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”
Linked2Media Workshop, 14 March 2013 Page 4
http://www.flickr.com/photos/yourdon/3088582622
Social Media is a conversation, in which you share thoughts, opinions and content…
supported by online tools.
Linked2Media Workshop, 14 March 2013 Page 5
Like these…
Linked2Media Workshop, 14 March 2013 Page 6
But also platforms like these…
Linked2Media Workshop, 14 March 2013 Page 7
WhyShould
CompaniesCare
http://www.flickr.com/photos/horiavarlan/4273168957
Linked2Media Workshop, 14 March 2013 Page 8
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
Linked2Media Workshop, 14 March 2013 Page 9
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
Linked2Media Workshop, 14 March 2013 Page 10
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
Linked2Media Workshop, 14 March 2013 Page 11
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/
Linked2Media Workshop, 14 March 2013 Page 12
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
Linked2Media Workshop, 14 March 2013 Page 13
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.
Linked2Media Workshop, 14 March 2013 Page 14
http://www.flickr.com/photos/stuckincustoms/4286568923
Linked2Media Workshop, 14 March 2013 Page 15
http://www.flickr.com/photos/13709576@N03/2552190638
Linked2Media Workshop, 14 March 2013 Page 16
…but do companies listen to their customers?
http://www.flickr.com/photos/clairity/152421481/
Linked2Media Workshop, 14 March 2013 Page 17
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
Linked2Media Workshop, 14 March 2013 Page 18
Helping SMEs to monitor and manage their brand reputation in Social Media!
Linked2Media Workshop, 14 March 2013 Page 19
Linked2Media Requirements
• Requirements Identification Questionnaires Interviews Scientific literature review Software tools review Workshops and usage scenarios
• Requirements homogenization• Requirements prioritization
Linked2Media Workshop, 14 March 2013 Page 20
Questionnaires
233 SMEs
4 countries (Turkey, Bulgaria, Greece, Spain)
3 main market sectors (tourism, footwear, food/drink)
http://www.flickr.com/photos/tupwanders/82946852
Linked2Media Workshop, 14 March 2013 Page 21
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
Linked2Media Workshop, 14 March 2013 Page 22
Literature Review
Scientific articles that analyze Social Media content related to brands.
We finally identified 41 relevant articles.
Linked2Media Workshop, 14 March 2013 Page 23
Software tools review
Identified and analyzed 40 relevant tools.
The main functionalities of the tools were identified and categorized.
Linked2Media Workshop, 14 March 2013 Page 24
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.
Linked2Media Workshop, 14 March 2013 Page 25
Results
Questionnaire results
Requirements of the Linked2Media platform
Functionalities of the Linked2Media platform
Linked2Media Workshop, 14 March 2013 Page 26
• SMEs from 3 market sector Footwear Tourism Food/Beverage
Linked2Media Workshop, 14 March 2013 Page 27
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
Linked2Media Workshop, 14 March 2013 Page 28
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
Linked2Media Workshop, 14 March 2013 Page 29
0%
10%
20%
30%
40%
50%
60%
70%
80% Current Use of Customers Feedback
RarelyOften
Linked2Media Workshop, 14 March 2013 Page 30
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
Linked2Media Workshop, 14 March 2013 Page 31
Social Media0%
10%
20%
30%
40%
50%
60%
70%
80% Existing Social Media Accounts
Facebook Twitter FlickrFriendFeedLinkedInBeboI-Meet
Linked2Media Workshop, 14 March 2013 Page 32
0%
10%
20%
30%
40%
50%
60%
Activities through Social Media Rarely Often
Linked2Media Workshop, 14 March 2013 Page 33
0%
20%
40%
60%
Functionalities about Online Opinion Collection
UnimportantImportant
Linked2Media Workshop, 14 March 2013 Page 34
Requirements
• 6 Categories: Reputation Monitoring Requirements Data Analysis Requirements Visualization Requirements Reputation Management Requirements Collaboration Requirements Notification Requirements
Linked2Media Workshop, 14 March 2013 Page 35
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
Linked2Media Workshop, 14 March 2013 Page 36
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
Linked2Media Workshop, 14 March 2013 Page 37
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)
Linked2Media Workshop, 14 March 2013 Page 38
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
Linked2Media Workshop, 14 March 2013 Page 39
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.
Linked2Media Workshop, 14 March 2013 Page 40
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
Linked2Media Workshop, 14 March 2013 Page 41
Linked2Media platform’s functionality (Use Cases)
Linked2Media Workshop, 14 March 2013 Page 42
Who to Contact
Evangelos [email protected]
http://kalampok.is