Omd Meeting

© Slice Wireless Pty Limited 2010

Intelligent Stream Mining

and Strategic Response

Real-time internet conversations occur on many platforms

from blogs to social media sites and Twitter.

Tools that you have used in the past, such as Google or email

alert systems cannot keep pace with these conversations.


What used to take days, even weeks,

now happens … in an instant


50 million Twitter posts dailyTherefore 2 billion current annual run rate

Made of mostly open, public and searchable information

FaceBook and the like are moving to open public standards

The 12 month benchmark is 2.5 trillion SMS messages annually

More than 70% of all Twitter posts come from a mobile device


We’re just like a call centre…

for Twitter

with

Intelligent Stream Mining

and Strategic Response


Real-time internet conversations occur on many platforms

from blogs to social media sites like Twitter

Tools that you have used in the past, such as Google or email

alert systems cannot keep pace with these conversations

because…

they are happening 24/7

Brands are never asleep, neither are we!


A tool that provides live sentiment

search, conversation mining, and real

time response across multiple social

media platforms

How it works…one we build a live stream for an industry or a brand using Twitter @Names, keywords or topics.

two we filter that stream with a special dictionary for the industry, brand or topic and sort the results into buckets.

three we analyse the results and provide valuable sentiment information for research, customer service and/or direct marketing

Sentiment Search & Conversation Mining

A tool that provides live sentiment

search, conversation mining, and real

time response across multiple social

media platforms

How it works…one we build a live stream for an industry or a brand using Twitter @Names, keywords or topics.

two we filter that stream with a special dictionary for the industry, brand or topic and sort the results into buckets.

three we analyse the results and provide valuable sentiment information for research, customer service and/or direct marketing


A Comprehensive Strategy


Solutions Summary

• Monitor and Engage with customers in everyday conversations

• Campaigns related to events, products, competitors, followers

• Sentiment Review of any tweet mentioning a specific brand

• Hotlists by industry to see who’s hot and who’s not

• Publish widgets to bring the conversation to your own site

• Back-Test Trends We archive data to compare old and new trends

• Education training and consulting

We provide solutions for companies to improve their Twitter presence

but more important:-

We provide scale


Cloud Tools


AnalyticsGraphs, charts and word clouds of your sent tweets, @Replies, keywords and clicks.

Learn more about your audience with the spam and activity report.

Search for any @Name to check on activity and profile.

10


Analytics - Conversation

How much are you involved in the conversation?

Are many people talking about you?Do you have an exclusive circle of strong supporters?


Analytics - Sentiment

Are tweets about your brand positive or negative?

How is sentiment evolving in time?

Do your events and campaigns influence your brand sentiment?


Current sentiment analytics project:US DoD healthcare service TRICARE


Data Mining and SentimentCurrent affairs and issues: Political words and actions

"+Stephen +Smith" - Conversation Density (2/7 - 3/8)

Foreign Minister

Stephen Smith

travels to India 28th

February 2010 and

leaves India 2nd

March


Sentiment Analysis

Scale

&

Accuracy


95% Accurate Sentiment

Automated Human Interface

• The Real Time Feed is sent in batches to a Human Interface

• Each message is sent to 3 people, if they all agree on

sentiment, the message is classified as positive or negative

• The batch includes “Gold Standard” Questions of known

answers

• Humans who get Gold Standard Qs wrong are excluded from

the results

• Job process time 2 mins to 2 hours depending on Reward

• Job returned and automatically integrated into work flow


Sentiment

How it works

The interface that the Humans use to sanitize

sentiment.


The result after submitting messages to the human interface

Sentiment - How it works


HotlistsHotlists are sentiment ranked lists of the twitter

feeds in each industry.

We have hotlists for:

•Airlines

•Celebrities•Travel Destinations

•Twitter Applications

•Telephone Carriers

•Stocks

and the ABC


Campaigns


Conversation Campaign Check list

• Need: Unique Brand Name/Keyword

• Analyze: Stream Velocity

• Provide: Action Link with a customized Twitter offer

• Create: Tweet scripting - less than 140 chars

• Benchmark: Competitors @Names and followers

lists


Conversation Campaign Elements

• Analysis

1. Keyword Search – find related keywords and trends

2. Competitive @Name Followers List – sort by influence

• Actions

1. Follow competitors followers

2. Detect Follow back

3. DM with link

4. Measure Click through


Twitter and politics: @BarackObama

Record online fundraising for 2008 presidential

campaign


@cathnewsasia

Increase traffic to the web site

• The re-tweet was re-tweeted

• For the purposes of this test we created our own bit.ly URL As you can see 0 hits

on our URL and 7 on the @cathnewsasia original

• Following the re-tweet and within 30 seconds of the RT there are 16 new hits


Damage Control

Organisations need damage control tools,

because Twitter can kill a product in 3 days

The danger and the potential of Twitter


Hollywood Movie

Bruno

Damage Control Campaign


Hollywood Movie - Bruno

A trend like this one can be very dangerous

People create #Hastags to spread the word fast


Buzz Spreading

The buzz growth is exponential

Negative buzz runs much faster thank positive buzz


Bruno - The negative buzz


The result of the negative buzz

Twitter users have the power and they know it


The Solution: Damage Control

We can control the damage:

1. Listen

Monitor Twitter for negative sentiment about your brand

2. Acknowledge

Let complainers know that they have been heard

3. Engage and convert

Engage with the influencers

Transform your enemies in your best advocates


Understanding crisis thru social media:The death of Nitin Garg

RT @Indusladies: Why does Australia keep

saying that attacks on Indian aren't racist? If

not racist, then why only young Indian

student ...Delhi10/01/2010 7:30

RT @AnjaliPhilip: Another Indian set on fire

in Melbourne! Isn't this a "We are racist and

proud of it" kinda message? Chengannur,

India9/01/2010 8:55 Anoop Jacob

@BDUTT India does not display racist

attitude toward its tourists as Australia treats

Indian students and Indian people. Chennai

7/01/2010 17:13 Venkatesh


@BDUTT Australia will nevr accept dat its racist killings,its a mattr of dere country's reputation..bt d truth is it is racial killings

RT @BDUTT: Australia maintains that the killings are not racist. So, what is it ? Is it that Indians live in crime prone areas. Whats t ...



@BDUTT My friend says southern region of Australia are the worst. But I don't think every act is racist and seems things are changing :)

Twitter account: @BDUTT currently has

87,949 followers

Her comments are listened to and ‘Re-

Tweeted’

She also attracts and engages her

followers. One @reply is addressed to her

by @madhu27 a school teacher in

Kolkata, India

Negative comments spread virally by

‘re-tweeting’Message passed to followers – and follower’s followers

Example 1:


RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as racist. need to separate street crime from racism.





A voice of reason also spread virally by

re-tweeting

Example 2:


Vindaloo Against Violence 24/2/10Positive Initiative: Media for a cause


The Super DashboardManage your feedback, share accounts with people in your team,

Schedule and assign tweets…


The current data mining dashboardWhat is being said globally…now

Key word searches result in multiple simultaneous conversations being monitored

Search capabilities: names,

keywords, #tags, topics, issues,

people, business, countries,

regions…


Prototype “Crisis Management”

DashboardSelect:-• ‘Crisis

Management’point.

• ‘Key Word’ or ‘phrase’

• Daily (recent) or Live real-time

• Segmented Positive Negative and Neutral

• Presented graphically in many different ways

Note: Sentiment is primarily ‘Neutral’ as no work has been performed, to date, to create a unique sentiment dictionary


Brad Keeling, Group Marketing & Business Development

[email protected] Mobile +61 400100555

Graham Lang, Business Development Brand Funded Media


Kerry Dowling, Business Development


Sydney, Head Office: Level 6, 97 Pacific Hwy, North Sydney, NSW, Australia 2060London: 12 St John’s Square, London UK EC1M 4NL

Helsinki: Tammasaarenlaituri 3 / Tallberginkatu 2, 00180 Helsinki, Finland

Documents

Omd Meeting