social media analytics in multicultural environments

1 Social Media Analytics In multicultural environments

Information Insights Action

Social Media Analytics IN MULTICULTURAL ENVIRONMENTS

What can ge obtain from Social Media Analytics?

What can we get from Social Media Analytics?

•  Feedback across regions about our products, services & brands.

•  Feedback from competitor’s customers on their products.

•  Campaign impact from mass media initiatives •  Early detection of trends and alerts.

How can we build this type of project?

Understanding restictions & challenges

•  Language & local expressions •  Team Skills •  Tools available to us •  Processes for handling & analyzing large amounts of

data

Our case today…

Our case today…

Company: The world's largest pay television service, with more than 30 million subscribers in the US and Latin America Goal: Extract business insights from its vast Social Media buzz in order to deeply understand their clients use of products, brand perception and competitors perception across the continent. Countries to monitor: Argentina, Chile, Colombia, Ecuador, Perú, Puerto Rico, Uruguay, Trinidad & Tobago and Venezuela. Project based on ongoing social media “buzz” monitoring, analysis and reporting focused on the company and its main competitors. Besides ongoing brand positioning monitoring and diagnosis, this must also include early detection of alerts – potential crisis situations –,periodical reports of business opportunities and strategic executive reports.

Building the puzzle

Building the puzzle

Statistics Communication Research

Language differences

Researching how people express themselves in different countries & cultures is key to understand the qualitative and obtain insights…

Step 1

Basic Ontology

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Step 2

Uploading…

Step 3

Let’s see what we’ve got…

Step 4

Build the monitoring system…

Step 5

Build your statistical model…

For large amounts of mentions & data, we need to set our model in order to analyze and be consistent across topics, regions and players

So the process should look like…

Information Assessment

•  Client’s information needs.

•  Products. •  Services. •  Competitors. •  Products. •  Other analysis

subjects.

Keywords, phrases and terms are organized for every analysis subject.

Based on assessment, topics and subjects are researched to understand how users refer to them and particularities of every analysis subject.

Tool Set Up •  Ontology

Uploaded to tool. •  Geographical

scope set up. •  Reports Created.

Quality Control

•  Information quality tested.

•  Disambiguation engine tested.

Final Corrections & Checks

Analysis Process Launched

Topic Research Ontology Creation

Disambiguation process HOW TO HANDLE SENTIMENT ANALYSIS

So the process should look like…

Social Media Analytics Tool •  Collects mentions

based on keywords.

•  Classifies mentions by topics & analysis subjects.

Team manually verifies and corrects machine-learning classification. For big data, process involves verification through analysis of statistical samples based on specific Confidence Intervals & Confidence Levels throughout all topics & subject analysis groups.

Machine-learning algorithm classifies mention’s sentiment in: •  Positive •  Negative •  Neutral

Data verification & correction Analysis Insights

Automated Sentiment Analysis

Human Verification

How’s all this going to become insights?

The Argentine president talks about your brand… •  Amount of mentions: 8,500 in 1.5 hours •  Time to trend detection and alert: 15 minutes •  Time for full analysis: 2.5 hours •  Report delivery: 3 hours

Marketing VP had the full report that same afternoon and the company had enough information to act.

Rains in Venezuela create signal problems •  Amount of mentions: 500 in 1 hour •  Time to trend detection and alert: 20 minutes •  Time for full analysis: 1.5 hours •  Report delivery: half an hour Customer Service went on state of alert in order to provide information to customers.

A channel goes out in Colombia •  Amount of mentions: 658 in 4 hours •  Time to trend detection and alert: 1 hour •  Time for full analysis: 2 hours •  Report delivery: 1 hour Customer Service went on state of alert in order to provide information to customers. Company issued a statement to customers in Colombia.

Bottom line results achieved •  Cost reduction in Customer Service. •  Higher ROI by understanding the most suitable content

by country. •  Early detection of buzz trends and alerts. •  Permanent monitoring and optimization of Marketing

initiatives. •  Higher brand outreach and lower churn rate.

Thank you! TSAWADA@INTELLIGNOS.COM

@TOMASSAWADA