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Crimson Hexagon CBA 1.1.2013 – 30.1.2014

Crimson Hexagon CBA 1.1.2013 – 30.1.2014. METHODOLOGY. CRIMSON HEXAGON.

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Crimson Hexagon CBA 1.1.2013 – 30.1.2014

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  1. Crimson Hexagon CBA 1.1.2013 – 30.1.2014

  2. METHODOLOGY CRIMSON HEXAGON The Crimson Hexagon ForSight™ platform uses proprietary, patented, example-based, statistical classification to quantify the social media conversation in near real-time in most languages. It combines human judgment and computer automation to identify key themes, topics, and opinions on any given topic within the social media universe. Crimson Hexagon measures, quantifies and tracks any topics or opinions that are being expressed online. Because our underlying technology is set up to replicate and amplify how a human analyzes the conversation, any online opinion or topic that can be identified and understood by human judgment, can be quantified by our platform. Therefore, any organizational question which is discussed online, can be tracked and measured by Crimson Hexagon. Creating monitors within the Crimson Hexagon ForSight™ platform is a highly customizable, yet efficient process. The overall structure of the analysis is entirely user-defined, guided by the organization’s question at hand. Users can set up a Topics of Discussion, Basic Sentiment, Drivers of Sentiment, or Customer Segmentation monitor by adding new categories, grouping categories together, and changing category labels. The platform gives users the ability to export visual results, such as graphs, charts, topic wheel, sample posts, etc. as an image or into excel.

  3. SUMMARY CBA BRAND OPINION 1.1.13 – 31.1.14 • Using the ForSight platform, Results 2Day was able to capture and analyse the online conversation for Commonwealth Bank (CBA) brand from January 1st, 2013 to January 30th, 2014. Keywords used were: • ("commonwealth bank" OR @CommBank OR "Comm Bank" OR Combank OR (CBA AND Bank) OR title:"Commonwealth Bank Wall") • Data was sourced from Twitter, Facebook, Forums and Reviews. The source breakdown below shows us the online conversation around CBA is largest from Twitter. In the volume graph on the right, we also see that the conversation peaks on January 7th, 2014 at 3,265 mentions, of which, 2,961 were the Cricket category. QUICK HITS TOTAL 78,420 Relevant Mentions 3,268 Total Mentions Jan 7th, 2014 106,807 Total Mentions PEAK DAY SOURCE BREAKDOWN VOLUME

  4. SUMMARY CBA COMPLAINTS MONITOR 1.1.13 – 31.1.14 • Using the ForSight platform, Results 2Day was able to capture and analyse the online conversation of the Commonwealth Bank (CBA), specifically complaints, relating to CBA from January1st, 2013 to January 30th, 2014. Keywords used were: • ("commonwealth bank" OR @CommBank OR "Comm Bank" OR Combank OR (CBA AND Bank) OR title:"Commonwealth Bank Wall") • The source and volume is the same as the CBA brand monitor on the previous page. However, in this analysis only 32,679 posts are relevant. Therefore x% of CBA mentions were complaints QUICK HITS TOTAL 23,388 Relevant Mentions 3,268 Total Mentions Jan 7th, 2014 106,807 Total Mentions PEAK DAY SOURCE BREAKDOWN VOLUME

  5. OPINION ANALYSIS CBA BRAND OPINION 1.1.13 – 31.1.14 • Cricket is by far the largest driver of social media conversation (51%). Top cricket hashtags: • #ashes • #uniteaus • #pinktest • Fossil fuel protest makes up 13% of the complaints • Although complaints is a small proportion of the conversation at 7%, the complaints monitor was built to further analyse this category A A B B

  6. OPINION ANALYSIS CBA BRAND OPINION 1.1.13 – 31.1.14 If we exclude Cricket from the analysis, we can analyse the banking categories in more detail: The largest category was comments regarding Fossil Fuel investments at 26% of the conversation. Credit and travel cards was the next largest category representing 16% of the conversation Complaints was the next largest category at 15%. A separate monitor was created to further analyse this category – see next page B A A B C C C

  7. OPINION ANALYSIS CBA COMPLAINTS MONITOR 1.1.13 – 31.1.14 C • As would be expected, general complaints is the largest proportion of the conversation at 33% • Complaints regarding the Commonwealth Bank systems being down follows at 15% • Complaints that Commonwealth Bank charges fees as well as mentions that other banks do not have fees represents 11% A A B C B

  8. VOLUME CBA BRAND OPINION 1.1.13 – 31.1.14

  9. VOLUME CBA COMPLAINTS OPINION 1.1.13 – 31.1.14

  10. TOPICS CBA BRAND OPINION 1.1.13 – 31.1.14 Brand

  11. TOPICS CBA COMPLAINTS MONITOR 1.1.13 – 31.1.14 Complaints

  12. TWITTER METRICS CBA BRAND OPINION 1.1.13 – 31.1.14 Top Mentions Top Re-Tweets Top Hashtags

  13. TOPIC WAVES CBA BRAND OPINION 1.1.13 – 31.1.14 Suggested Topics/Categories

  14. AUTHORS CBA BRAND OPINION 1.1.13 – 31.1.14

  15. KEY TAKEAWAYS • Although complaints was a relatively small category at 7% when analysing the Commonwealth brand as a whole, another monitor was created to analyse these complaints in further detail. • The complaintsmonitor highlighted a significant proportion of the conversation referring to system problems such as system down, problems with netbank and problems with app. This would be expected, since social media users are typically high users of computer systems in general. • However, fees also stood out as a large proportion of the complaints conversation. These mentions referred to high fees in general, such as transfer fees and also compared Commonwealth Bank to other banks that don’t charge fees, such as the National Australia Bank. • Recommended next steps: create a monitor for competitors and compare categories against competitors.

  16. CRIMSON HEXAGON ABOUT US Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Fast Company named Crimson Hexagon one of the Top 10 Most Innovative Companies on the Web. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading agencies like Saatchi & Saatchi, Cripsin Porter + Bogusky, Weber Shandwick, and Havas Worldwide as well as global organizations such as CNN, The Wall Street Journal, Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com

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