Social Media Practice- SENTIpede TM

1. Social Media Practice- SENTIpedeTM

2. Social Media – Some facts! • Over 4 billion hours of video are watched each month on YouTube – Youtube • Brands and organizations on Facebook receive 34,722 Likes every minute of the day. • 100 terabytes of data uploaded daily to Facebook. • According to Twitter’s own research in early 2012, it sees roughly 175 million tweets every day, and has more than 465 million accounts. Some organisations have implemented the first stages of a social media engagement process, but they make the mistake of treating engagements as ad hoc. While over half of organizations monitor social media, only 23 per cent collect and analyse data. This means that most organizations do not keep records of interactions occurring on social media and do not keep social profiles for people they have engaged with. - Gartner

3. Word Of Caution • Failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers -Gartner • IDC Estimates that by 2020,business transactions on the internet- business-to-business and business-to-consumer – will reach 450 billion per day. • Unlike traditional data, social data analytics can reflect in real-time consumer preferences, sentiment and intention. • Personalized nature of social conversations makes it different from other types of data, which can be challenging and provides unique perspective on consumer behaviour

4. Why SENTIpedeTM • SENTIpedeTM is a dynamic, customizable and robust market intelligence solution that ensure swift response to online opportunities and threats. It enables companies to: • “Listen” to what’s being said about your brand, service or company by millions of consumers online • Identify key metrics and establish benchmarks • Identify--and drive outreach--to influencers • Quickly uncover opportunities and spot threats • Proactively monitor, protect and promote your brand and organization--and your reputation • Evaluate the effectiveness of marketing campaigns • Executives and other directors who require a macro-look at their company’s positioning in the marketplace

5. Capturing Insights • Key words • Social Media Portals • Collect • Define • Mentions • Blogs • Posts • Demographics • Source • Events • Categorize • Analyze and Report • Dashboards • Automated Sentiment Score

6. Capturing Insights A collaborative blend of man and machine SENTIpede™ adds Insights from unstructured media sources for structured research needs

7. Triad of Social Intelligence Marketing Optimization • Data Analytics • Pinpoint Strategic Business Opportunities Capture Ideas & Unmet Needs Customer care Opportunities • Targeted Metrics • Sentiments Analysis • Connecting Dots • % Change Trends Situational Awareness • Aggregate data • Reach, Volume, Clicks, Likes Real-time Monitoring

8. High Level Design

9. IPL Case Study

10. Overview • India’s largest audience measurement analysis firm involved in measuring television viewership, advertising expenditure and PR Monitoring • IPL is a huge event followed by the cricket crazy, net savvy nation. It is the Indian equivalent to the NFL playoffs and Super Bowl. Social media contributed to over 70% of the buzz and could not be ignored • The Client is a pioneer in Audience measurement but it lacked an effective social media measurement and analysis capability. • Lack of technical know-how and unpleasant experience with past vendors compelled the client to look for another partner who had the experience and the technology to capture social media buzz around IPL 2013 • Their primary need was to collect the data from social media, clean and filter the mentions for relevance, and report them in a format that could be merged with data from other media like print and television

11. Challenge • Social media mentions had to be captured to analyze and estimate the popularity of the event and the hype it created • The event and match sponsors also wanted to gauge the ROI on their activities • Estimating the social buzz surrounding the matches and related events was a critical piece of the ROI equation • The Client is a pioneer in Audience measurement but it lacked an effective social media measurement and analysis capability. • Lack of technical know-how and unpleasant experience with past vendors compelled the client to look for another partner who had the experience and the technology to capture social media buzz around IPL 2013 • Their primary need was to collect real-time data from social media, clean and filter the mentions for relevance, and report them in a format that could be merged with data from other media like print and television

12. Solution Approach

13. Sample Infographic Report

14. Benefits • Scalability – handling almost 10 million mentions within 2 weeks • The flexibility to accommodate various combinations of key words • Integration with iCAT™ for customized sentiment classification • The output can be customized to integrate with client’s internal processes and platforms • Accurate popularity measurement of the teams and players as expressed in social media • Real-time data for real-time analysis with a flexibility to add keywords on the go. • Customer Sentiment Mining in order to support marketing and sponsorship activities

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