Lets Talk about some Social Media Analytics

Presenter: Abu Yousuf

Head, Research & Analytics,
Webenza India Pvt. Ltd.

Agenda
My goal in this presentation would be to
show the value of Social Media Analytics
and addresses the concerns & challenges
Brands and organizations will realize the
importance of Social Media Analytics
Students and job seekers will get an idea
about where to start and how

Topics of Discussion
1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career

1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career Option

Digital Population Pyramid India (As in Mid-2015)

Mobile
Social Users

108 Million
(81% penetration)

Social Media Users

134 Million (38% penetration)

Active Internet User

350 Million (27% penetration)

India Population

1.3 Billion

Nearly 4 in 5 active Internet users visit

social networks and blogs.
Growing Internet
usage acting as the
most important
driver

70% of active online adult social networkers

shop online, 12% more likely than the average
adult user
Social Network
usage driving the
Online Shopping

Socially engaged consumers spend

20 to 40% more than other
customers.
Social Network
usage also
influencing the
Online Spend

More than 53% of active social

networkers follow a brand.
Social media use
influencing
Marketers to
connect

Social Media Platform Mix

Confused?
Why there are so many platforms?
What is the use of these platforms?
Etc etc.

Lets try to Categorize

these platforms
to get an Answer...

Social Networks

Microblog

Professional
Networks

Messengers
(Mobile Apps)

Sharing Networks

Blog

Information
Gathering

Social Networks
Connecting with
friends, relatives,
communities, brands
Sharing updates
Sharing experiences

Professional
Networks
Connecting with
peers, colleagues,
recruiters, companies
Highlighting Career &
Achievement
Apply for Jobs

Microblog
Connecting with
influencers, likeminded people,
communities, brands
Sharing updates &
experiences in short
messages

Messengers
(Mobile Apps)
Connecting with
friends, relatives,
through Instant
Messages
Group Messaging

Sharing Networks

Blog

Connecting Followers
Writing Articles
Getting Feedback

Sharing Videos
Sharing Pictures
Sharing Photos
Watching Videos
Following Picture
Boards/ Pins

Information
Gathering
Update Correct
Information
Answer to Questions
Helping Community
with Information

Social Media User Base across Platforms

FACEBOOK

YOUTUBE

TWITTER

LINKEDIN

INSTAGRAM

PINTEREST

100

55

33

26

5.5

million+

million+

million+

million+

million+

million+

(81%)

(44%)

(27%)

(21%)

(5%)

(4%)

*Penetration is based on Total Social Media user base in India.

1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career Option

Social Media Analytics Overview

Utilization of Social
Data to make informed
Business Decision

Brand Perception
Industry Assessment
Competitive Assessment
Key Influencer Analysis
Thought Leadership
Social Channel Assessment
Social Campaign Assessment
Lead Generation
Social CRM

Social Media Analytics Evolution

Early Days

Facebook likes
No. of retweets
Social mentions
Channel prioritization

Now

Depth and sophistication

Real-time
Text analytics (Social mentions,
Social CRM data)
Deep-dive on Customer Data to
support the Affinity-based Targeting

Shift from Quantitative to Qualitative

1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career Option

Social Media Analytics Process

Capture

Gather Data from various sources

Pre-process the data
Extract Pertinent information

Analyze

Remove Noisy data

Perform advanced analytics: opinion mining,
sentiment analysis, topic modelling, social
network analysis and trend analysis

Present

Summarize and evaluate the finding

from the understand stage
Present the finding

Social Media Analytics Process A. CAPTURE

Capture

Gather Data from various sources

Pre-process the data
Extract Pertinent information

Analyze

Remove Noisy data

Perform advanced analytics: opinion mining,
sentiment analysis, topic modelling, social
network analysis and trend analysis

Present

Summarize and evaluate the finding

from the understand stage
Present the finding

Basically, Social Media Data is nothing but

an Action or a Reaction by a Social Media
User at any Point of Time on any Social Media
Platform

Lets Understand the Social Data better

Quantitative Data:

No. of Likes (fans)

No. of Followers
No. of Page Views
No. of Comments/ Likes / Shares on Posts
No. of Re-tweets/ Favorites (Likes)
No. of Brand Mentions
No. of Product Mentions
No. of Clicks on Links
No. of Impressions
No. of Reach
Etc.

Qualitative Data:

Brand Perception (what people are talking

about)
Sentiment (tone of consumers)
Topics/ Attributes associated with the
Brand/ Product
Influencers/ Advocates
Audience Location Data
Audience Gender Data
Audience Age Data
Etc.

Lets Understand the Social Data better (contd.)

Social Media Channel

Performance Data

Social Media Coverage

Data

(happens on Owned Channels)

(happens on Owned Channels +

Others Channels)

How to Capture this Data? (contd.)

Free Tools

Social Media Channel

Performance Data
(happens on Owned Channels)

How to Capture this Data? (contd.)

Simple Steps:
Keyword Identification
Monitoring Process Set-up
Listening Tool in place

Social Media Coverage

Data
(happens on Owned Channels +
Others Channels)

How to Capture? (contd.)

Brand Mentions

Product
Mentions

Social Media Coverage

Data

[Keyword]
Mentions
Competitor
Mentions

Influencer
Mentions

(happens on Owned Channels +

Others Channels)

How to Capture? (contd.)

Listening Tools

Social Media Coverage

Data
(happens on Owned Channels +
Others Channels)

Now, I have social data in place

What to do next?

Social Media Analytics Process B. ANALYZE

Capture

Gather Data from various sources

Pre-process the data
Extract Pertinent information

Analyze

Remove Noisy data

Perform advanced analytics: opinion
mining, sentiment analysis, topic
modelling, social network analysis and
trend analysis

Present

Summarize and evaluate the finding

from the understand stage
Present the finding

Without analytics,
companies are blind and
deaf, wandering out onto
the Web like deer on a
freeway.
- Geoffrey Moore

Now, Good News is that

Every Social Platform has its Own Data
Analytics Feature to Help the Owner of the
Pages/ Profiles

So, a message for Marketers

Dont wait, just Start Measuring

You might be thinking

How?

Lets first try to Define Objectives

Understand my audience!
How are my customers using social media?
Where are they participating?
Do they interact with my competitors?
What are they saying about me and my products/ services?
What is their activity level on each social network?
Who are the key influencers on each network?

Defining Objectives
Understand my audience!
How are my customers using social media?
Where are theyThe
participating?
matured marketers Analyze
Do they interactboth
with
itsmy
owncompanies?
brands,
competitors
Industry
What are they saying
aboutbrands,
me and
my products/ services?
as welllevel
as customer
pains.
What is their activity
on each
social network?
Who are the key influencers on each network?

Basic Analysis of Social Media

Conceptual Categorization and Identification of Consumer Types

3
4
5

Monitoring
of
competitors

Identification
of
conceptual
audiences

Identification
of consumer
motivations

Marketing
efficiency
analysis

Identification
of trends

In-Depth Analysis of Social Media

Identification
of

anchor
audiences
that influence
sales

Planning of

targeted
marketing
activities

Precise tool for

predicting
sales

Social Media Metrics

(w.r.t. Business Goals)

Engagement
Brand Recognition
Reach
Share-of-Voice
Contribution to Sales
Brand Loyalty

Customer Support
Assessment
Product Assessment
Brand Sentiment
Brand Advocates
Brand Trust

Engagement

To measure Engagement, measure

participation.
Engagement

Engagement

[Social Network] Interactions

Total Views

= Engagement

Posts Likes + Comments + Shares

= Per Post Engagement Rate
Total Posts

Share-of-Voice

To measure Share of Voice compare brand

mentions to competitors.

Reach

To measure Reach, compare audience

participation to your audience reach.

Facebook Page Insights (sample areas of analysis)

Likes/ Unlikes

Reach & Impressions

Posts Performance
Audience Behavior
Audience Demographics

Twitter Profile Insights (sample areas of analysis)

Mentions

Follows/ Unfollows
Impressions

Engagements
Clicks
Audience Demographics

Social Media Analytics Tools

Social Media Analytics Process C. PRESENT

Capture

Gather Data from various sources

Pre-process the data
Extract Pertinent information

Analyze

Remove Noisy data

Perform advanced analytics: opinion
mining, sentiment analysis, topic
modelling, social network analysis and
trend analysis

Present

Summarize and evaluate the finding

from the understand stage
Present the finding
Use Visualization Tools

Why Presentation of Analysis is becoming

an Important aspect?

Some of the Key Drivers:

Increased focus on the Right Set of Metrics
Decision Makers are always on Mobiles/ iPads
Growing Demand and Usage of Interactive Charts/
Findings

Data Visualization

Data Visualization

The concept of Data Visualization is to represent a Large

Set of Data in a Meaningful Manner to
Get Insights just by Looking into the Pictures and
Charts!

Data Visualization Outcomes

Social Network
Analysis

Topics/ Attributes
Association

Affinity Based
Targeting

Key Influencer
Analysis

Audience
Strength

Sentiment

Reach Depth

Impression
Depth

Channel
Effectiveness

Data Visualization Tools

1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career Option

Broad Business Objectives

Online Reputation
Management

Social CRM/ Customer

Analytics

Marketing Effectiveness

Product Effectiveness

Sales/ Lead Gen

Thought Leadership

Opportunity Assessment

ROI (Campaign, Events, etc.)

Lets Prioritize for B2B Clients

1

Thought Leadership

Online Reputation
Management

ROI (Campaign, Events, etc.)

Product Effectiveness

Opportunity Assessment

Marketing Effectiveness

Sales/ Lead Gen

Social CRM/ Customer

Analytics

And then for B2C Clients

1

Online Reputation
Management

Product Effectiveness

Sales/ Lead Gen

Marketing Effectiveness

Social CRM/ Customer

Analytics

Opportunity Assessment

ROI (Campaign, Events, etc.)

Thought Leadership

1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career Option

Industry Challenges

Maturity Level of End Users/ Decision Makers

Social Data Extensiveness (language, platform, location)
Text Analytics
Regional Data Crisis
Budget for Analytics & Reporting

Industry Outlook

Analytics & Reporting On-the-Go

Building the Capability In-House
Upselling of Social Media Analytics as-a-service
Advanced Data Analytics through Statistical Modeling and
Data Visualization
Social Media Analytics would be summed & presented
together with Web and Mobile Analytics

1. Social Media Trends, Channels and User Base in India

2. Social Media Analytics Overview & Evolution

3. Social Media Analytics Framework

4. Social Media Analytics for B2B and B2C Industries

5. Social Media Analytics Challenges & Outlook

6. Social Media Analytics as a Career

Know your passion, know your strengths

Data and
Numbers
Social Media

Technology

Statistical
Modeling

Domain
Knowledge
Market
Research

Where to Work?

Define Career with Choice

Large Enterprise
Companies

Tool Vendors/
Companies

Industry
Specialists

Data Analytics
Companies

Social Media
Agencies

E-Commerce

BPOs

KPOs

Startups

Thank You
Connect me at:
@BeingAnalytics
abu0022@gmail.com
9986367257