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Social media analytics
1Social media analytics
Why it’s needed …
“ It takes 20 years to build a reputation and five minutes to ruin it.” Warren Buffett
This statement has never been truer than today. The exponential growth of social media has reached a level where there are now over 1 billion users and over 350,000 tweets are posted every minute. The vast quantity of tweets, blogs and posts — as well as information captured from customer call centres — creates a valuable reservoir of information by which to evaluate the reputation of your brand, as well as an increasing need to take active steps to manage it. And yet social sentiment analysis is more than just about reputation management. Recently introduced technology, harnessed by EY, provides the opportunity to mine this huge supply of unstructured data in order to generate insight into diverse topics such as: the media consumption of your customer and prospect base, the
performance of above-the-line marketing campaigns, how your business is perceived relative to the competition, the economic impact of high profile events and the ability to fill gaps in existing products and services through monitoring and pre-empting customer needs. In conjunction with the more established techniques used to understand customer experience — such as Net Promoter Scoring — Social Sentiment Analysis can provide a diagnostic tool to understand how business performance may be impacted by improvements in Pricing, Promotions, Range and Customer Service. In their survey of 2013, Gartner identified improved Customer Experience as being the primary benefit that businesses wish to acquire through the use of big data. Social sentiment analysis represents a key tool to providing just that.
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1. Tap in to the global conversation — hone in to what really matters from billions of tweets, blogs and facebook posts
2. Monitor the health of your business relative to your competitors through the use of real time dashboards
3. Understand the dynamics of the marketplace — quantify marketing performance and identify social trends and patterns
4. Identify and manage the key influencers on your brand
5. Diagnose underperforming areas of your business — range, price, promotions, service
6. Evaluate the brand equity of potential acquisition targets
What it enables …
What we offer …
Social media analytics
Competency Data Sources/Tools OfferingsSectors
Highly skilled team with advanced degrees including PhDs with several years of domain expertise
Expertise in processing all data sources, APIs, social media tools across various application development platforms
Work with clients from different service lines, major sectors and internal projects
Cater for all social media activities ranging from one time report generation to managed services
► SM Network analysis
► Text Mining
► Machine Learning
► Cognitive computing
► Natural Language Processing
► Big data processing
► Reporting
► Retail
► Insurance
► Pharmaceuticals
► Health care
► TAS
► AIBD
► Google+
► Flickr
► Yammer
► Adobe PDF
► Youtube
► GNIP
► AWS
► IBM Watson
► Windows Azure
Data Sources
Tools
Advanced analytical solutions including Unsupervised
Labelling, Content extraction, Location Prediction, Machine learning, Text mining, Machine translation, Speech to text etc.
Customized Mobile App Development for different Social
Media Analytics requirements
Customizable in house tools for social
media customer analytics marketing and other business intelligence needs
Big data solution service with in-house
infrastructure and off-shore dash boards
3Social media analytics
What it gives you … An understanding of your potential customers ...
42,378 Total mentions
Overall mentions
1,994Blogs
39,178Mentions
4.47Tweets/hour
5%
39,178Twitter92% 191
News0% 92%
5%2%
**Please note, Facebook data is not included in the analysis.
Twitt
er
1,015Forums2%
Tweet mentions By gender Top Countries
15% 85%
UK 68.9%
USA 16.4%
other 9.8%
Ireland 2.8%
France 2.0%107Tweets/day
400
300
200
1000
24 NOv 04 Feb 17 Apr 28 Jun 08 Sep 23 Nov
4 Social media analytics
… the media that they consume …
… and what they think
Customer base Twitter
Netmums
TescoEastEndersMade in Chelsea
Bbc Radio 1Geordie Shore
Kids and babies
ITV1
Robbie WilliamsKatie Melua
London
The X Factor
Beauty Fashion
BBC
Blogs
17% 53% 30%
13% 36% 51%
Forums
5% 27% 68%
News
4% 91% 5%
5Social media analytics
An understanding of customer experience, products …
0
5
10
15
20
25
30
35
40
Store mentions Order mentions Coat mentions Boot mentions Dress Jeans
Negative Positive
Negative Sentiment — Topic Cluster Analysis of ‘Store’ Mentions
Negative Sentiment — Topic Cluster Analysis of ‘Order’ Mentions
Positive Sentiment — Topic Cluster Analysis of ‘Dress’ Mentions
6 Social media analytics
… and key social influencers
An understanding of your key competitors …
Buzz Graph Word Cloud
Analysis was performed on social data for a year.Date range: 24 Nov 2014 to 23 Nov 2015
7Social media analytics
… and how they are perceived
Positive sentiment trend
Negative sentiment trend
Overall sentiment trend
Overall competitor summary
Competitor X sale, bright coloured winter coat and Christmas jumper have been the most trending positive chatters. Dec 7–13,2015
Negative sentiments mainly constituted about a case which happened in the week July 12–18, 2015 where a security guard in Competitor X store mishandled a mother and a child, other customer service complaints from various competitor X stores are prominent
101,949 Total mentions
Overall mentions
26,875Blogs
26% 6% 6,421Forums
57,664Twitter
10,989News
11%57%
57%
26%
6%11%
26%Basic positive√
Basic neutral 56%√
Basic negative 18%√
Positive sentiment topics Negative sentiment topics
Topic wheel
8 Social media analytics
To find out more, contact …
Peter Butler Director
Tel: + 44 20 7951 1455 Mobile: + 44 7926 114 992 Email: [email protected]
Natalia Pugach Director
Tel: + 44 20 7951 9620 Mobile: + 44 7825 356 264 Email: [email protected]
About EYEY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.
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