Category Archives: Social Media Analytics

Angry Tweeter? Social media is so much more….

Let’s talk social – internet data is abundant and growing every single day.  As marketers, we have got to find a way to take advantage of it.  Social NoiseBut the reality is there is a LOT of information just waiting for us to take advantage of.  With that said there is a heck of a lot of noise in that information and we need to find an effective and efficient way to find the signal through the noise.

As a marketer I always looked at social data as the typical things we think about social information – twitter, facebook, pinterest, Instagram etc… traditional data sourcesMany marketers like myself view social media as about engaging the angry tweeter…..getting to that person who loves/hates my products to address their needs.   This approach is most often used for demand generation or customer service. These traditional data sources are best used for that type of approach – engagement.

Most of the marketers I speak to want to use the traditional data sources for:

  • Metrics – how many followers or likes to I have
  • Engagement – how do I market to the angry tweeter using social

 

While these two items are important and those data sources helpful, they are not the end all be all!  There is a third way we can look to social data and it will expand your ability to TRULY understand your market and audience:

  • Listening – how do I understand broad target segments to develop a communication strategy, develop the right messaging?

It is this THIRD area we are starting to see take off.  Listening is about finding the right data at scale and automatically classifying it to find patterns.

The ability to listen and to hear what people are saying means that marketers can make customer driven decisions leading to increase revenue, decrease cost and mitigate risk.  But if you are going to do TRUE listening to customer sentiment, you are going to have to expand our horizons beyond the traditional data sources and in some cases ignore the traditional data sources as they are often full of junk.

Social Data has moved beyond the realm of  just the traditional channels.traditional plus non traditional  We need to consider information on the internet as a source – this will include the traditional channels – facebook, twitter, pinterest etc….But it will also include things like news stories  – Market Watch, Thomson Reuters, AP etc.  It delves in to the areas of BLOGS – WordPress, WIX, MEDIUM etc…It will also include reviews from forums and review sites…Think about the wealth of information that can be found on the Amazon reviews alone…..And seriously consider REDDIT.  (I was blown away by the richness of the data on REDDIT!! – Follow up blog post on this to come!)

If we have the foresight to expand our thinking about social data to be “All internet information” ….social media can guide your overall marketing strategy, feed your messaging, enable you to identify broad target segments for your campaigns.   To do this we need to think beyond just the typical sources of information to help expand our use case scenarios…..

Trump: Sentimental Tweetist!

I recently saw this blog post which was shared on linked in by Ahmed Sharif from Convergence Consulting Group.  It is really a great tutorial about how to use Python for sentiment analysis.

I found the topic fascinating but as a “mere mortal” (aka Business User) there was no way I was going to be able to open up Python, Tweepy, or any of the other tools in that tutorial.  It is just not in my DNA.  For a data scientist or a technical person, Python is an extremely powerful tool.  What about for the average business person? Say, in marketing, customer service or even product development…..how could they access twitter data or other internet data to understand sentiment?

I used this social media analytics solution which aggregates, structures and classifies ALL of the data for me in one location.  The solution then applies a variety of analytical techniques against this now structured information to provide me recommended topics I should explore, share of voice and most importantly SENTIMENT.  Sentiment is how people feel about a given topic.  Whether you are PRO or ANTI Trump, there was a LOT of sentiment out there and each side is fighting for their share of voice.

So what did I find?   What is being said and how do people feel about it? I found a mix of sentiment.  Screen Shot 2017-10-25 at 3.54.35 PMSome people were extremely positive in their topics about the president while other were extremely negative.  There was even some ambivalence as indicated by the grey dot.  If I were doing some damage control or political campaigns, I could use this information to identify those topics people are most interested in without needing to manually group aggregate and classify the information myself.  This saves a ton of time and highlights topics I had not necessarily even thought about.

Who was talking about the President and more specifically the handle @realdonaldtrump?  I see a mix of genders, split right down the middle.  Screen Shot 2017-10-25 at 4.20.24 PM

Now, this gender data is self reported in Twitter and other internet sources..  I can only see what people are willing to share on their profile which about 60% or so chose to do.  If I were running a marketing campaign this would help me identify who to target.  I can further refine this information to determine the topics each gender is interested in.

This is just a bit of a taste of what you can do with social media analytics.  And here is the key:  I was able to do this analysis in 5 minutes without writing a single line of code!

Barbie, meatballs, crabmeat or get over it???

A guest post by the one and only Steve Archut!!!

March 9th is a special day.  It is National Barbie Day, National Meatball Day, National Crabmeat Day, and my favorite, National Get Over It Day.

Of those amazing topics though, which one is most popular on social media. I could look at hashtags on Twitter or what my friends are talking about on Facebook to get a rough idea, but that probably won’t be totally accurate.

To get a view into which of those days are most popular, I used Watson Analytics for Social Media.

blog

National Barbie Day is the clear winner with Get Over It and Meatball lagging behind. Apparently no one knows it’s Crabmeat day. What a shame because I don’t know anyone who doesn’t love a good crab cake.

Watson Analytics for Social Media allows you to quickly look at a range of analytics on what you’re analyzing, from share of voice, demographics, geography, even sentiment.

UPDATE: What’s the buzz around the big game on 2/5?

Let’s check back in on our Super Bowl analysis using Watson Analytics for Social Media

Since we built all these assets last week, all I need to do is refresh my project, and Watson Analytics for Social Media will update the underlying data. We can see the conversation has completely changed!
Screen Shot 2017-02-03 at 12.00.46 PM.png
After the conference championships last week, everyone was talking about Tom Brady and Matt Ryan. Now the entire conversation has shifted to the halftime show and commercials. Nearly 61% of posts are related to those two topics. Looks like most people will be loading up on their wings and hoagies during the actual game! 
There are two other interesting changes I have noticed. The sentiment has definitely increased for the entire conversation. Also, looking at the geography of the posts, the majority are coming from Texas where the game is being played.
Hope you enjoyed the update. Whatever you are doing for the game this weekend, have a happy and safe time!

Continue reading UPDATE: What’s the buzz around the big game on 2/5?

Planning the perfect party for the big game!

Guest post by Steve Archut

Hosting a party for the Big game? Here’s what to feed your guests

The game this weekend has practically become holiday in America with many people hosting parties and epic amounts of junk food consumed. Roughly 28,000,000 pounds (13,000,000 kg) of chips, 1.25 billion chicken wings, and 8,000,000 pounds (3,600,000 kg) of guacamole are consumed during the game. The question remains for those hosting a party, what do I serve my guests?

Using Watson Analytics for Social Media, I wanted to see what people were saying about some of the most popular dishes out there. In under 10 minutes I was able to identify what to serve and maybe more importantly what NOT to serve.

picture1

We can see that wings, hoagies(subs & heroes to those not from Philadelphia), and pizza are dominating the conversation.

The overwhelming majority of people prefer to order their food instead of opting for home cooking.  This is great since it will free up time to watch the pre-game festivities!

Watson Analytics for Social Media also gives me the ability to quickly view the sentiment around the different dishes:

picture2

Party trays have a surprisingly amount of negative sentiment.  (What did party trays ever do?)  Maybe I will avoid that this year.

When it comes to the Super Bowl, everyone is in on the food action.  Though men and women tend to have different opinions on what to serve.  This will really help plan what I should serve based on who is coming to the party.

picture3

In just a few minutes, Watson Analytics for Social Media gave me an in depth look at what people are saying about popular dishes for the big game this Sunday and I was able to glean insights previously unavailable to me. As for me, I’ll be serving meatball sandwiches this Sunday.

 

What’s the buzz around the big game on 2/5?

A GUEST POST BY ALEX JOSEPHS
With the Super Bowl right around the corner, I figured now would be a great time to use Watson Analytics for Social Media to analyze what the conversation has been about.  There are always many story lines surrounding the game, and this year is no different.
  • Will Matt Ryan get his first ring?
  • Will the Super Bowl commercials live up to the expectation?
  • How inflated are the footballs?
  • Who is just there for the half time show?

These are all questions we can explore!

I used seven themes to scrape the social web. I chose Matt Ryan, Tom Brady, and Roger Goodell to understand what people are saying about those three. It sure would be interesting if Roger Goodell had to hand Tom Brady the Lombardi trophy, I don’t think they play golf together in the offseason. As the Super Bowl has turned into quite a social event, for my other themes I looked at if people are going to parties or bars, and what the conversation is around commercials and the halftime show feature Lady Gaga.
Looking at the geospatial map, we can see that more people are talking about the game in Georgia than any other state. Falcons fans are excited to be back to the Super Bowl for the first time since 1998.map
Next we can analyze how these themes have evolved over the week.  We can see that Tom Brady was the hot topic on Monday, but as the week progressed, more people started discussing the commercials.trend
We can see here about 34% of the conversation is about the commercials and the halftime show, and more people are talking about going to parties rather than out to a bar.pie
Finally, we can look at what the sentiment is around these topics. The overall sentiment looks to be quite positive, alluding to many people being excited for the game.sentiment
Stay tuned as we will be monitoring the conversation and providing updates. Next week is media week at the Super Bowl and there are always a few interesting topics that pop up to shift the conversation. It will be interesting to see how the analysis evolves as the game gets closer.
To see how you can do the same type of analysis, try Watson Analytics for Social Media for FREE!

7 Themes for the 7 Days Until the Big Game

A GUEST POST BY ALEX JOSEPHS
With the Super Bowl right around the corner, I figured now would be a great time to use Watson Analytics for Social Media to analyze what the conversation has been about.  There are always many story lines surrounding the game, and this year is no different.
  • Will Matt Ryan get his first ring?
  • Will the Super Bowl commercials live up to the expectation?
  • How inflated are the footballs?
  • Who is just there for the half time show?

These are all questions we can explore!

I used seven themes to scrape the social web. I chose Matt Ryan, Tom Brady, and Roger Goodell to understand what people are saying about those three. It sure would be interesting if Roger Goodell had to hand Tom Brady the Lombardi trophy, I don’t think they play golf together in the offseason. As the Super Bowl has turned into quite a social event, for my other themes I looked at if people are going to parties or bars, and what the conversation is around commercials and the halftime show feature Lady Gaga.
Looking at the geospatial map, we can see that more people are talking about the game in Georgia than any other state. Falcons fans are excited to be back to the Super Bowl for the first time since 1998.map
Next we can analyze how these themes have evolved over the week.  We can see that Tom Brady was the hot topic on Monday, but as the week progressed, more people started discussing the commercials.trend
We can see here about 34% of the conversation is about the commercials and the halftime show, and more people are talking about going to parties rather than out to a bar.pie
Finally, we can look at what the sentiment is around these topics. The overall sentiment looks to be quite positive, alluding to many people being excited for the game.sentiment
Stay tuned as we will be monitoring the conversation and providing updates. Next week is media week at the Super Bowl and there are always a few interesting topics that pop up to shift the conversation. It will be interesting to see how the analysis evolves as the game gets closer.
To see how you can do the same type of analysis, try Watson Analytics for Social Media for FREE!