Mining & Measuring Social Media for Business Insight

Why Measure Social Media Data?

10 million 5 million 2.5 millionWith 120% YOY growth

10,000 tweets p/m 25000 tweets p/m 18000 tweets p/m

The Social Analytics Life Cycle

Set business goals

Map out social metrics

Select appropriate tool-chain

Monitor, measure and

store data

Create dashboards,

reports, scorecards

Produce actionable steps from

insights

Review data and insights

Social Media Analytics – A new Frontier

Pros

• Direct access to consumer insight

• Data widely available

• Many tools available already:

Cons

• Most marketers are not also statisticians

• Misunderstanding of the medium

• Data is unstructured and disconnected:

What to Track on Social Networks

ConversationsInfluencers & relationships

DemographicsShared content

Insights that can be Extracted

Brand sentiment & mindshare

Competitive analysis

Influencer engagement

strategy

Marketing campaign feedback

Product iteration insights

Content marketing strategy

Case Study: Lonmin

92,496mentions

30,655people

Most Retweeted Twitter Mentions

Most Influential Tweets

Top Shared ContentLink Mentions

http://www.bbc.co.uk/news/world-africa-1... 279

http://www.bbc.co.uk/news/world-africa-1... 215

http://www.timeslive.co.za/local/2012/09... 204

http://dailymaverick.co.za/article/2012-... 146

http://edition.cnn.com/2012/08/21/busine... 143

http://www.huffingtonpost.com/dave-logan... 142

http://www.timeslive.co.za/thetimes/2012... 130

http://the5smellof1.de.nr/arthurlacreatu... 126

http://www.news24.com/Multimedia/South-A... 120

http://www.reuters.com/article/2012/08/1... 119

Word & Hashtag Breakdown

Time Trend Breakdown

Mine workers accept 22% pay rise offer

Demographic Breakdown

25%

32%

20%

8%

10%

3% 2%

Top Locations

South Africa

Johannesburg

Cape Town

London

Pretoria

Durban

UK

91.5% English mentions

68%

32%

Gender Breakdown

Male

Female

Tools Your Brand can Start Using Today

Monitoring Engaging AnalyticsCommunity

AnalysisData

Streams