Social Media Analytics Ahmed Abbasi University of Virginia 1 - - PDF document
Social Media Analytics Social Media Analytics Ahmed Abbasi University of Virginia 1 Outline Social Media Overview Social Media for Communication and Collaboration Social Media Analytics Application areas Challenges
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Application areas Challenges
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Source: Forrester Research
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Source: McKinsey Quarterly 2012
7 Source: McKinsey Quarterly 2012
200 emails per
10% are useful 18% are spam
8 Source: ABC News, 2011
Security Usage
75% of employees use social media to stay in
touch with friends
Technology portfolio management
On average, 6 social media tools
Some using 25+ tools!
Unified communication (UC)
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According to a 2011 Bloomberg
Source: Gartner 2011
Social Analytics Social Network Analysis Emotion Detection Social Media Monitoring Social Media Metrics
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Multi-class problem Keyword-driven Series of binary or multi-class problems Multi-class problem Overlapping classes Multi-class problem Context dependent Complexities Linguistic features Literary devices (sarcasm, satire, rhetoric, irony, etc.) Spam Context
14 Source: Chen 2010
15 Source: Chen 2010
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Consumer Confidence Index (CCI), Consumer Sentiment Index (CSI), etc.
February 12, 2005 September 25, 2010
2/2008 Shutterfly Gallery 2007-2008 Photo Books Now, free unlimited storage space 4/2009 iPhone App
Sources: Foresee, http://www.foreseeresults.com, CNN Money, http://tech.fortune.cnn.com/2009/10/07/shutterfly-fights-the-photo-recession/ Internet Archives, http://www.archive.org/
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Increased satisfaction score between 2009 and 2011 also resulted in increased stock price.
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Source: Das 2010
Key finding: frequency of positive sentiments is better
Relationship between movie income per theater
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86.7% accuracy in predicting closing up and down of DJIA using Twitter tweets
Source: Bollen et al. 2010
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10 billion/month in Oct. 2012 6 billion/month in Sept. 2011 4 billion/month in Mar. 2011 3 billion/month in Jan. 2011 2 billion/month in Apr. 2010 1 billion/month in Jan. 2010 24
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Source: http://www.mediabistro.com/alltwitter/api-billionaires-club_b11424
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Source: Radian 6, 2010
28 Source: The Guardian 2010
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Source: Lau et al. 2012
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Might not be enough reported incidents Can take time Differences in time of warning for various
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#$ #!" %$& '!"
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Combined from Twitter, blogs, forums, social
36 Source: Xenophon Strategies, 2010
4% - 7% of the postings mention a sponsor
37 Source: Xenophon Strategies, 2010
38 Source: Xenophon Strategies, 2010
39 Source: Xenophon Strategies, 2010
40 Source: Xenophon Strategies, 2010
41 Source: Xenophon Strategies, 2010
$1.6 million higher revenue in golf ball sales
“Tiger’s continued endorsement profitable for
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Our research: 70%-80% of the top 100 Google
User-generated comments to blogs > 50%
Some studies report rates as high as 90%!
Our research: varies, depending on topic
44 Sources: Akismet 2012; Websense 2010; Choi et al. 2011
45 Source: Abbasi et al. 2012
46 Sources: Ott et al. 2012
Lengthier Higher average word
More descriptive and
47 Sources: Ntoulas et al. 2006; Ott et al. 2011
Found that many of the tools had overall
42% for sentiment polarity classification 75% for within-one accuracy
73% for sentiment polarity classification 98% for within-one accuracy
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Existing text and social media analytics tools
While using such tools organizations have
49 Sources: Gartner 2011
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Manufacturers can develop new products. Try to develop new products. But I think that manufacturers must invest funds to do academic research. What new product we can try? We can try to develop new flavors of products The research and development cannot be finished in one or two day. Now it must face surplus. New products with health care function We can develop different products according to different consumer groups. Such as tea with health function Currently, milk tea is popular. We can produce more milk tea. Packaging milk tea seems impossible. If developed milk tea poured many times, it might attract more customers. In consider of sales, we can think about seller, promotion mode, brand culture and propaganda. Yeah, manufacturers cannot bear the cost of research and development. Training and recruiting the marketing person ， For sales Jumping to a big sale can be effective? Tea bag can be poured repeatly? I think milk tea can be poured repeatly hasn't any practical implication. ？ big sale will lose money Making some promotional activities. building the brand concept is pretty important. I think there no famous band in tea bag market. So, we can create our brand though donation. we can find some famous spokesmen. We heard people donate quilt and tents, but didn't hear donating tea bag. Donation CANNOT promote the brand. what kind of spokesperson will contribute to propaganda of tea bag? Spokesperson with positive image and effect is very important. So, they can play good publicity effect ？ How to deal with excess productivity How about outsourcing? Big sale is not appropriate. We need to make money and this sales model is failure. Outsourcing the excess productivity. Too much inventory will waste the charges of the stock. Sales might let more consumers to know our brand. Outsourcing is work for others and brings in a little labor cost. It just reuse the excess productivity. Who is outsourcer? And then other people generate bias to our brand. It is CANNOT change such bad impression. Once our brand sold very cheaply, it is hard to rise in price. So, it cannot make such big sales. This pattern will hurt the brand building. Well, yeah, let's think about the others marketing strategy. Discussion: Tea bag manufacturer's dilemma Then the development of new product has certain theory and factual basis. to older man, slimming tea to young woman, and packaging milk tea. Discussion: Tea bag manufacturer's dilemma ☆ ☆ ☆ ☆ Manufacturers can develop new products. Try to develop new products. But I think that manufacturers must invest funds to do academic research. ? What new product we can try? ☆ ☆ ☆ ☆ New products with health care function ☆ ☆ ☆ ☆We can try to develop new flavors of products The research and development cannot be finished in one or two day. Now it must face surplus. yeah, manufacturers cannot bear the cost of research and development. ☆ ☆ ☆ ☆ We can develop different products according to different consumer groups. Such as tea with health function ☆ ☆ ☆ ☆Currently, milk tea is popular. We can produce more milk tea. Packaging milk tea seems impossible. ?Tea bag can be poured repeatedly? ☆ ☆ ☆ ☆If developed milk tea poured many times, it might attract more customers. I think milk tea can be poured repeatedly hasn't any practical implication. ☆ ☆ ☆ ☆ In consider of sales, we can think about sale, promotion mode, brand culture and propaganda. ☆ ☆ ☆ ☆ Training and recruiting the marketing person ☆ ☆ ☆ ☆ ， For sales Jumping to a big sale can be effective ? ？ Big sale will lose money Big sale is not appropriate. We need to make money and this sales model is failure. ☆ ☆ ☆ ☆Making some promotional activities. Building the brand concept is pretty important. I think there no famous band in tea bag market. ☆ ☆ ☆ ☆ So, we can create our brand though donation. We heard people donate quilt and tents, but didn't heard donating tea bag. ☆ ☆ ☆ ☆ So, we can create our brand though donation ? What kind of spokesperson will contribute to propaganda of tea bag? Spokesperson with positive image and effect is very important. So, they can play good publicity effect ☆ ☆ ☆ ☆ Too much inventory will waste the charges of the stock. Sales might let more consumers to know our brand. And then other people generate bias to our brand. It is CANNOT change such bad impression. Once our brand sold very cheaply, it is hard to rise in price. So, it cannot make such big sales. This pattern will hurt the brand building. Well, yeah, let's think about the others marketing strategy. ? ？ How to deal with excess productivity How about outsourcing? ☆ ☆ ☆ ☆ Outsourcing the excess productivity. Outsourcing is work for others and bring in a little labor cost. it just reuse the excess productivity. ? Who is outsourcer? Then the development of new product has certain theory and factual basis. to older man, slimming tea to young woman, and packaging milk tea. Donation CANNOT promote the brand.
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53 Source: Foresee 2010
A 2010 study of 99 franchisors’ web presence revealed:
54 Source: One Up Web 2010
55 Source: One Up Web 2010
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57 Source: Peter Chang, http://webpersonas.blogspot.com/2011/01/deep-dive-into-social-media-conversion.html
58 Source: Malhotra et al. 2012
What Doesn’t Work Asking questions Hashtags Embedding links Contests What Works Leaving room Making it relevant/timely Providing practical information Offering deals Creating anticipation
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