Category Archives: Social Media

Meet us at… ‘Analysing Images in Social Media’ at Sentiment Symposium, 15 July

Sentiment Analysis Symposium conference

Our CIO and Pulsar’s VP of Product, Francesco D’Orazio (@abc3d) is off to the New York for the Sentiment Analysis Symposium on 15-16 July 2015. The event aims to help you discover business value through analysing opinions, emotions and attitudes in social media.

Fran will be speaking about Visual Social as part of the presentation track on 15 July at 9.25am.

Alongside Fran, there are many fascinating speakers – we’ve picked out a few highlights:

  • Predictive nature of social media Inferring demographics from Social Data,  Rohini Srihari, Chief Scientist at SmartFocus
  • Providing direction to the fashion industry based on online sentiment’s deviations from expert-anointed colors, Bethany Bengtson, Analyst at Bottlenose.
  • A predictive model of social/content effectiveness, Jason Moriber, Executive Director at Verizon Wireless
  • Emojineering at Instagram, Thomas Dimson, Software Engineer at Instagram

Registration for the conference is still open and you can buy tickets here.

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Learn about how to make sense of visual data with Pulsar’s Instagram Integration and new Content feature. Also look at our research study ‘How Stuff Spreads #1 – Gangnam Style vs Harlem Shake‘, which analyzes how visual content is spread online.

If you’re attending Sentiment Symposium and want to schedule a meeting with Francesco, follow this link to his calendar and choose your time slot.

Interested in learning more about image analysis in social media or you want Francesco to talk at your conference, send him an email: Francesco@Pulsarplatform.com.

Social Intelligence Beyond Monitoring #4: PR Crisis Management

Job Muscroft FACE CEOIn this blog series I’m looking at the emerging uses cases for social intelligence which are more than counting mentions of brands and consumer sentiment.

I want to talk about where the big value lies for companies investing in building capabilities of analysts and researcher teams who look at social data to go beyond telling what happened and answer why and what to do about it.

Previous blogs have explored social intelligence for real-time marketing and brand positioning. This month: PR crisis management.

Brief

A large mobile network brand needed social intelligence to manage their brand reputation during a big outage in 2012 – it impacted 10 million customers across 2 days.

What we did

Using social media listening combined with our team of analysts working closely with the client and their PR agency teams to provide live intelligence on the following:

  • Measure the scale of the problem in social media
  • Benchmark against typical performance or previous issues: how big a problem is it?
  • Understand how discussion is developing, minute by minute
  • Know which news stories & links are getting the most traction
  • Who are the influencers in the discussion?
  • Identify the individual messages getting the most attention
  • Understand the ideas and linguistic associations people are making with your brand

Why this worked

The client found this use of social intelligence during the crisis campaign helped them make agile and better decisions about how to communicate with their customers and turn around customer sentiment:

  • The team analysed around 1 million messages in realtime over the period of the outage and prioritised customers who needed help first and fast
  • We reported on how customers were reacting to the tone of the customer service social response
  • We helped to shape narrative from the moment the crisis started, first by recommending openly admitting uncertainty; “We’re still working out the causes of this problem” and even weakness “This isn’t an acceptable mistake to have made”.
  • At the tail-end of the crisis we also helped support the team to understand when it was acceptable to start using more humour as customers had a sense that the company were now on top of the issue

Impact

  • Quick reaction to conversations taking place online, combined with the company’s effective communications strategy resulted in an incredible shift in sentiment. Negative sentiment score reached – 37% at the height of the outage but started decreasing in the next 24 hours. Positive sentiment had risen from +8% to +27% as consumers recognized the company’s efforts to customer service.
  • During the outage, the clients Twitter followers increased by 30% and Facebook fans nearly the same.

In this case social intelligence was key in helping the brand to be open and “keep a dialogue going. The defining feature of a social media crisis is that the story has already escaped out of the brand’s control – so an old-school “no comment’ approach allows it to run away entirely. Sharing all the knowledge you have keeps the company’s voice central in the discussion, and allows them to start building a narrative that can help resolve matters.

Any thoughts or questions, as always feel free to get in touch with me at @JobMuscroft and Job.Muscroft@Facegroup.com.

New! Social media insight from 1.4 billion people with anonymised & aggregated Facebook topic data

Today I’d like to share something new which we are very excited about. We are partnering with DataSift to offer game-changing social media insight – the ability to draw on anonymised and aggregated Facebook topic data. This new data source for the research industry has the benefit of drawing on aggregated and anonymised analytics covering 1.44 billion Facebook users, with searches across more than 60 variables. This allows us to tap into what audiences are sharing and engaging in on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. This could be a valuable way for your brand to understand:

  • How, where and when brand and category-related content is being created and shared
  • What audiences are sharing information on and engaging with your brand – and your competitors
  • How a particular target demographic shares content, or interacts with media on Facebook

I’d love to discuss with you ways this data might be of use, and how it can augment your existing customer insight work – send me a note (Matthew.Arnold@Facegroup.com) if you’d like to talk further. pylon-diagram Facebook topic data

Get a free trial

We are offering a free trial of this data in Pulsar to all FACE customers. Just contact me (Matthew.Arnold@Facegroup.com) if you’d like to get set up. We can of course augment this with Twitter, Instagram, YouTube and blog data for more comprehensive social media intelligence, as required. If you think your digital marketing or social media teams would be interested to learn more, do pass on their details too. Facebook is most brands’ biggest social marketing investment, so this new source of insight offers huge opportunities for optimising content, communications and targeting. We’re very excited to be introducing it to boost our ‘socially intelligent research’ offer. Pulsar Facebook topic data launch Matt Arnold is Head of Research for FACE UK and Asia. He’s a strong believer that ‘context’ must remain the driving force behind research and planning design, and aims to continually provide solutions that work to broaden client thinking and challenge conventional wisdom. Find him on LinkedIn here. Or learn more about this new datasource from our VP of Innovation, Francesco D’Orazio, who shares 8 Reasons Why Facebook Topic Data is a game-changer for the marketing and research industries.

Social Intelligence Beyond Monitoring #3: Real Time Marketing

Job Muscroft CEO photo

In this series I want to look at the emerging uses cases for social media intelligence which go beyond counting mentions of brand and consumer sentiment. Previous blogs have explored social intelligence for brand positioning and product innovation.

This month, I’ll show how social media listening can help brands improve engagement with their digital marketing activities – and get actionable feedback in realtime to boost campaign performance.

The Brief

A large global retail brand needed social media intelligence to maximise the impact of their 7 day online treasure hunt promotion, the key activity in launching their new season campaign.

What we did

  • Live social media tracking of all competition mention of keywords and hashtags across 7 days the campaign was live
  • Analysis of the client’s owned channel analytics – Facebook Insights, Google Analytics, and promoted Twitter and Facebook spend
  • Multiple-daily updates to both the client and their digital advertising agency

Why this worked

Social media listening picks up the spontaneous or ‘organic’ discussion missed by owned channel analytics. But presenting that on its own would only have been half the picture. Key to the success of this project was our ability to work with multiple data sources to provide an integrated view of the campaign.

This meant we could convert basic social media metrics into real KPIs such as volume of organic buzz created per £1 spent, or the extent the campaign was driving conversions to new website visits.

Results

The client found this use of social intelligence during the live campaign helped them make agile and better decisions about where to invest in the campaign to maximise the engagement with consumers:

  • On Day 1 of the campaign the client up-weighted promotion on Facebook which increased overall engagement levels of the campaign over the next 6 days by 50%
  • Day 2 of the campaign the client reduced the spend on more expensive prizes and diverted to small prizes that generated more organic consumer conversations which increased ROI by 30%
  • Year-on-year with the same marketing budget the client increased their overall engagement levels with consumers by 25%

In the next blog in this series I will be highlighting how we can use social intelligence can help you in a PR crisis.

Any thoughts or questions, as always feel free to get in touch with me at @JobMuscroft and Job.Muscroft@Facegroup.com.

What’s new in… Charities & Social Media? FACE’s 5 Top Reads

In this week’s links round-up, Ed Hawes evaluates the relationship non-profit organisations have with social media, highlighting their challenges and successes.

Charities and non-profit organisations are often seen as being a little slower than the commercial sector in really integrating digital comms & technologies into how they operate – not least because they are held back by budgets.

I have collated five reads that ask: what are the challenges non-profits face with the uptake of social media? What are the best platforms to use to get your message heard? And which organisations are successes of the digital age?

With social media, charities can win the digital general election

Laura Keely, Guardian

“Platforms like Twitter are vital campaigning tools for the third sector. Charities can use them to force their issues up the political agenda.”

With social media charities can win the digital general election

In the run up to the general election, much has been said around social media’s role to persuade users to vote. Laura Keely – of Macmillan Cancer Support – talks about how charities can encourage existing supporters to champion their cause directly with local MPs.

Social media campaigns during the election period can raise the profiles of important issues and attract new supporters. Keely says online action from supporters is vital if charities want to ensure their issues are on the political agenda.

Our chief executive’s refusal to use social media is holding the charity back

Anonymous, Guardian

“I have worked in charity marketing and communications for more than 15 years and, now more than ever, understand the importance and impact of a personal social media presence. It raises our profile in a crowded space and can be more effective than sending out a press release or posting a story on our own website.”

Our chief executive's refusal to use social media is holding the charity back

The author makes it clear that the charity sector should not solely rely on traditional marketing methods. A charity’s CEO is responsible for being accessible to their followers, which as a result can raise the organisations’ profile in an already crowded market. Not having this medium, however, can stunt their growth.

The article quotes a study claiming eight out of 10 people are more likely to trust an organisation whose CEO and leadership team are on social media. Leaders need to acknowledge this as a way to access a vast range of demographics and new opportunities.

5 lessons from the ways charities use social media

Mary Mitchell, Technology Trust

“Charities with large audiences have discovered that consolidating their presence on Facebook might not be as useful as developing a campaign on Snapchat if they’re targeting a young audience, and that changes to the Facebook algorithm can alter everything.”

5 lessons from the ways charities use social media

Social media has evolved as a place of “expressive capability” where people are collaborative in groups. With this in mind, Mitchell draws on five trends and techniques she delivered in her ‘How international development charities are using social media’ report. This ranges from making sure you deliver the right message on a platform which holds your target audience, to prioritising new voices. These are crucial tips to any non-profit looking for new mediums.

Mary Mitchell’s main point? Social media opens up a pool of new opportunities to bring the Western world closer to developing countries.

Like Instagram. It’ll do wonders for your charity

Zoe Amar, Guardian

“From a National Trust photo campaign to snaps from the Ebola frontline, Instagram can bring your supporters right up to the action.”

Like Instagram. It'll do wonders for your charity

We’ve discussed the importance of charities using social media overall, but which platforms are the most effective and far-reaching? Author Zoe Amar highlights interesting case studies on how Instagram is being used effectively by non-profits. Essentially the app allows charities to take users to the forefront of their activities, be that in Syria or Nigeria. It also brings the topic to a younger audience. Co-creating campaigns on Instagram with your audience as well as involving them in campaigns can be key to retaining interest.

UNICEF is using Snapchat to highlight children missing out on their childhood in Nigeria 

Owen Williams, TNW

“Snapchat is a powerful tool for UNICEF to reach younger people, who might not otherwise take the time to learn the full story. The organization, which is reliant on funding from governments and private donors, is facing a severe funding shortfall, and needs new methods to reach people.”

 

UNICEF is using Snapchat to highlight children missing out on their childhood in Nigeria

In contrast to the second article on charity CEOs who can’t see social media’s potential, this article shows how a non-profit is investing boldly in new social frontiers. UNICEF have used Snapchat as a vertical that brings awareness of humanitarian issues to a generation who wouldn’t usually seek out these headlines – Generation X.

What UNICEF are doing with Snapchat is a powerful example of how non-profits can utilise social media’s potential to influence a younger audience – an audience that is mostly far removed from the issues UNICEF raise.

Join us in a fortnight for another sector round up. Send over any suggestions to me at @FaceResearch.