Tag Archives: Social media

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.

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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.

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.

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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:

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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.

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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.

 

How to plan the BEST office party!

So, it is that time of year again….the holiday season from Thanksgiving (in the US), to Chanukah, Christmas, Festivus and New Years.  It is during this season when many companies decide to throw an office party.  If you are tasked with finding the “perfect” location to host your party, you know you have your hands full in pleasing everyone…

There is a way you can hedge your bets and find the “perfect” location which will please most people. How about using social media and your social network to understand peoples opinions and sentiment about certain locations.

Check out the steps below to get started!!!

Click here to register for a free trial of Watson Analytics for Social Media.

office-party

 

Fear not! Analytics are here! A real world example

In my post last week, I shared that many people are intimidated by analytics.  This week I will share a practical application of analytics to demonstrate that there is no need to “fear” analytics and in fact, with a few simple steps, they can have a tremendous impact on organizations.

The following scenario is based on a true story (names, industry have been changed):

Fly First airlines is a major international airline which has experienced tough times over the past several years. IBM CMOWith an aging fleet, Fly First has experienced widespread mechanical problems leading to delays which have impacted customer satisfaction and caused a lot of complaining on Social Media sites. Customer satisfaction scores have dropped over the past year and Fly First has seen a decline in passengers and fewer repeat flyers which has directly impacted the airline’s revenue streams.

Jay, Fly First’s CMO, has decided that deepening the knowledge of it’s customers is the best way to get the airline back on track. Jay knows that traditional data sets from internal systems such as purchase history and customer service inquiries would only tell him part of the story.  He made it his mission to deepen his understanding customers by expanding data collection, ensuring all analog and manual touch points become an opportunity to understand Fly First’s customers better. To accomplish this his team digitized menu selections by implementing electronic menu selections on seat back touch screens, allowed only credit cards for in-flight purchases, and using data capture capability conducted frequent digital surveys that covered topics like service, preferences, and how they pass time during flight delays.

Jay and his team in partnership with IT built detailed, individual 360 degrdigital thumb printee views of individual customers by combining multiple data sources from behind and outside the firewall.
They used interaction data like marketing responses, emails, call center notes, web click-stream; attitudinal and sentiment data bought from third parties or from social media like twitter, facebook and blogs, behavioral data including flight history, frequent flyer history etc and descriptive data such as seat preferences and demographic data from third parties and from their own data sources to build out a complete view of their customers
Jay believed that their enterprise data was only telling a piece of the story, so he asked his team to use the sentiment analysis capability to analyze what was being said about Fly First on social media channels.
Through the social sentiment analysis they discovered that:
  • Sentiment for Fly First had gone from positive to neutral to negative in 6 short months.
  • Negative sentiment was around frequent flight delays due to mechanical issues, lack of care and attention by gate staff to the inconveniences of the delays, and the flights always running out of the food they were going to order before it reached them.
  • Sentiment was extremely positive about the Fly First lounge experience.
Jay’s team also looked at which social media participants were positive, neutral or negative about Fly First and integrated the Fly First website with leading social channels enabling them to extend the social media analysis to individuals by linking frequent flyer accounts with social media accounts.
Jay knew to get the best understanding of customer needs he needed to continue to expand data collection activities to capture more customer information.surveys  To accomplish this, the Fly First team put in place a series of incentives for customers to share information about their preferences and opinions of the airline.

Jay’s team continued to increase data collection about customers
by creating incentives, such as frequent flyer awards for survey completion, for customers to give more information about themselves.
Jay had long leveraged analytics to identify profitable customers and increase customer retention. Now he is using it to predict behavior, such as seat upgrades or
in-flight duty free purchases, as well as leveraging social network analysis and entity analytics to understand his customers’ social networks.

With access to the all customer data, the Fly First team applied data mining capabilities to get a better picture of what their customers are likely to do and want.
They were able to predict:
  • Which offers would likely be accepted by their customers based on past history and sentiment.
  • Which customers are likely to refer a friend to the airline
  • Which customers are likely to buy flight upgrades, buy in flight meals, pay extra for lounge access.
  • What would increase their likely of leaving the airline
  • What increases their loyalty
One of their discoveries was that free lounge passes were the offers most likely to result in positive social sentiment.
Given these new insights into customer behavior, Jay and team are now able to engineer a new set of innovative experiences for their customers. Meet Rick and Andrea, two unrelated Fly First passengers waiting at a gate to board their flight to Chicago.
Rick:
He’s a sales manager who fly’s frequently but not always with their airline so has no status.
He recently took his family to Europe on FlyFirst.
He travels with an iPod, iPad and Bose headphones
He complains about delays frequently (as captured by the gate agents and on the surveys)  He has a large twitter following (linked his twitter to his account when he responded to a an offer sent by twitter) and actively tweets about the airline.
He also writes about his experiences flying on Fac ebook.
He always orders a bud and a chicken quesadilla when flying over lunch or dinner
Andrea:
She’s a Marketing executive
Loyal frequent flyer who has Elite status and access to the Lounge.
Travel economy and upgrades when possible
Frequent Facebook user with low social media influence
Purchases food on most flight
Frequently orders from Duty free.
Rick and Andrea’s flight has been delayed by two hours.  When the long delay getsphone recorded it triggers analytics to be run on all passengers determining which offers to text to which passengers. Due to the analytics initiative, Fly First is in a place to delight potentially disgruntled customers by offering customized offers to help make the wait a little bit easier.
Fly first knows Rick is likely to Tweet negative items to his large following and post negative comments on facebook. Fly Firsts systems analyze Rick’s data in real time and push an offer to him to go to the lounge for free.
Fly First also knows that Andrea is loyal customer who will likely head to the lounge and frequently purchases from duty free so they offer her a discount on in flight duty free.
Rick immediately takes First Flight up on their offer. While enjoying a beverage in the lounge, he publicly shares his new found appreciation for the airline via Twitter.
Andrea, also relaxes in the lounge. Later she boards the flight and buys her favorite perfume applying her discount and updating her Facebook status using the on board WIFI to “Just bought my favorite perfume compliments of Fly First”
The previous scene played out tens of thousands of times over the past year with thousands of customers. Fly First has increased their use of information to anticipate what their customers will want and do and act upon it in a way that yields incredible results.

Social media sentiment for Fly First has measurably improved from negative to neutral, with top detractors transforming to neutral or advocates. Lounge revenue is up, and frequent flyer participation has increased because of referrals. Customer insights are being leveraged to target promotions. Overall, marketing costs are down and yield is up.
I don’t know about you, but I wish my airline knew … and served me as well as this.

Do companies REALLY care what customers think?

If not, they should! And there is a means to truly understand customers…

Social media analytics seems to be all the rage and for some, it is the Holy Grail to understanding customers’ needs, wants, desires, and opinions.  While much has been done in the realm of customer analytics, this has largely been focused on historical analysis of data behind the firewall.  This only tells one piece of the story.

Social media analytics enables organizations to add that missing link in customer analytics – sentiment.  What do people really think or feel about a product or service.  Yes, you can infer this information from historical purchase history or marketing/sales interaction history – But isn’t is just downright more accurate when you read something like: “This is the most USELESS product ever!”  or “I cannot believe that anyone would pay money for this piece of crap!!!” or “Hey, airline X!  A $10 voucher is not going to cut it this time!!!”

For you marketers out there, social media analytics can be a powerful ally as you determine how to position your offering, to whom and whether or not your messaging is resonating.  Social media analytics enables you to determine:

  • Who is speaking about your product – where are they from and what is their demographic?
  • Is the overall sentiment negative or positive?
  • What other topics are people speaking about which are related to your offering?
  • Are the people key influencers?

Now, many organizations, including marketing, make the mistake of looking at social media analytics as a stand alone set of information.  Those who see social media as a complementary data source will get a better picture of their customers and prospects.  Bringing Social Media analytics into the mix is part of a solid customer analytics strategy.

Tactically speaking,  marketers need to act on the information gleaned from social media.  Navel gazing will get you nowhere fast…….

Here are a few examples of companies responding to a social media crisis: