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Executive Summary
With more than 1.5 billion users worldwide,1 social
media offers a treasure trove of information in
the form of real-time, interactive communications
made available through blogs, tweets, updates,
images and videos. Not surprisingly, organizations are growing more and more reliant on social
media to understand and work more responsively
with employees, vendors and customers, and better gauge the competition. However, mining and
analyzing the huge volumes of unstructured data
generated by social media is no easy task.
Using social media analytics, organizations
can mine and decipher vast amounts of data
from various social media platforms to discover
customer sentiment about brands, trends, the
issues customers face, the efficacy of marketing
campaigns and competitor intelligence, for example. Findings can be used by sales, marketing and
other functions to support more informed and
timely decisions. By adding predictive analytics,
organizations can more accurately forecast customer needs and behaviors, and anticipate and
deal with issues before they can damage the businesss reputation.
Yet achieving this level of knowledge can be a
real challenge. We have developed a framework,
LAEI, that allows companies to be successful in
their social media initiatives. The first step for
any organization is to listen to conversations.
This could be active listening using certain tools
and a dedicated team for owned and earned
media, or passive listening during a time of crisis.
Listening helps in collecting all the data, and
using the power of technology and human interactionsto analyze that data for business insights.
The next step in the journey is the most critical,
and one where we see most customers experience a disconnect. Once you have insights, it is
important to use them as part of your engagement strategy. This could be as simple as
responding back to one-on-one conversations
for customer service or as complex as using the
insights to drive content strategy for marketing.
The last step is to integrate the social data and
combine it with enterprise data to obtain the digital profile of your customer.
Organizations with limited capabilities and budgets can pursue analytics as a service (AaaS),
an emerging service delivery model that provides access to third-party specialists that can
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Driving Forces
The Rise of Social Media
According to an Experian Marketing Services
study,2 U.S. consumers spend 27% of their total
Internet time on social networking sites and
forums. Facebook has more than 1.1 billion active
users. Twitter, on average, records 58 million
tweets every day. These statistics, combined with
the millions of blog posts on the Internet and
discussions that occur by the minute on forums
and social networking sites, for example, can provide a rich and growing pool of data on market
trends and such things as consumer interests and
perceptions. Still, data is one thing; analyzing
it successfully to gain useful insights is quite
another.
The Growth of User-Generated Content
Many consumers enthusiastically post their experiences with brands and write product reviews on
various social media platforms like wikis, blogs
and social networking sites. Such user-generated
content (UGC) is perceived by pundits to carry
more value and make brands more trustworthy
than any company advertisement.
According to a 2012 Nielsen survey of 28,000
global Internet users, 92% of consumers trust
recommendations from friends and family more
than any other form of advertising. Seventy
percent of customers place their trust in online
consumer reviews making this medium the
second most trusted form of advertising.3
Marketers, too, are encouraging users to comment, submit pictures and videos, rate products
and write reviews. However, user-generated content is mostly informal, and analyzing it can be
difficult especially when trying to ascertain the
rationale underlying certain comments and ratings, what customer posts mean, and the significance of the type of medium used, for example.
The Challenge of Unstructured Data
According to Gartner, 80% of enterprise data
documents, e-mails, call logs, corporate blogs
and the like is unstructured (i.e., it does not fit
into any traditional database).4 The proliferating
use of social media data (including tweets and
comments in colloquial style, images, videos,
brand mention, customer feedback and discussions, for example. The scope of data collection depends on the business purpose, such as
gauging the markets perception of a new product, monitoring marketing campaigns, creating
brand awareness and performing competitor
intelligence. Data-gathering tools (free or subscription-based) can help organizations collect
customers tweets, blog posts, status updates,
etc., in real time from various social media
sites, based on pre-set search parameters. This
allows companies to track and respond to individual customer updates and tweets as soon as
they are received. For example, from Q2 2012 to
Q2 2013, brands improved their response rates
on Facebook by 143%, according to a survey
by Social Bakers. The airlines industry led in
social customer care by answering 79% of customer questions, closely followed by finance
(78%) and telecom (75%). Dutch airline KLM
is the most socially devoted brand answering
98% of questions on Facebook at an average
response time of 45 minutes.6
8%
11%
Collecting Data
11%
12%
Cleaning Data
13%
20%
Applying Data
Analyzing Data
25%
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organizations
The latest cloud-based tools for customer feedback analysis support multiple languages at
advanced levels providing accurate and realtime information about various markets. For
instance, Finnish retailer Kesko uses Etumas
text feedback analysis to understand customer
experiences by analyzing numerous surveys
and customer feedback. This has helped the
retailer identify and resolve issues related to
customer dissatisfaction, enhance its ability to
react to problems, and improve product availability and day-to-day operations.7
Quick Take
Applying the LAEI Framework
A leading global pharmaceutical company organizing a fund-raising event wanted to monitor the
Twitter conversations of attendees to understand what they thought about the company. It also wanted
to moderate and display tweets manually, in real time, on a large screen during the conference. We
created a federated Twitter governance tool that captured all conference-related tweets in real time
allowing multiple moderators to filter and update their feeds and display approved feeds on the screen.
An additional layer for checking regulatory compliance was incorporated during the requirements
analysis phase.
More than 6,000 conversations were monitored and moderated during the conference. The tool
helped identify the top tweets, trending topics and what key opinion leaders were talking about. More
important, it enabled the company to identify key influencers, and understand attendees sentiments of
the company. The exercise increased attendees engagement levels, as evidenced by their heightened
Twitter activity. It also created a buzz and user-generated content on social channels, which had a positive impact on the brand resulting in the company raising US$70,000 a substantial increase over the
US$50,000 it had targeted.
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Predictive analytics can also be used to understand what would interest customers, and the
ideal time to publish content to sweeten content performance. For instance, Adobe Social
predicts engagement levels and proposes the
best time to post content on Facebook in order
to improve content engagement and interaction.
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The following are areas where social media analytics can have a big impact:
Innovation: Product development teams can
tap into social media to understand what
customers like or dislike about a brand, the
desired product features
Organizations that a target demographic
can no longer wants, and popular features
of competitors products.
rely on analyzing This information can be
yesterdays used to fix defects in the
customer chatter next iteration, trigger new
ideas, and also review curto devise todays rent ideas and products in
marketing development. Most crowdcampaigns. sourcing campaigns now use
social media to fuel ideas
and contributions. Feedback on new product
demonstrations can also provide inputs on
customer preferences in various markets.
Competitive intelligence: In business, nothing can be more valuable than solid competitive intelligence. Social media analytics allows
companies to track competitor mentions on
social media, and understand how competitors
are leveraging various social media platforms
for brand promotion and customer engagement, for example. This information can be
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Quick Take
Image Recognition Analytics
Social networking sites such as Facebook, Pinterest, Instagram and Flickr receive and host billions of
photos, with thousands added every minute. Some of the images can be of brands, company logos and
products, without any text to reference them. Since traditional social media monitoring tools can only
track text (such as user comments and posts mentioning a brand), marketers often do not know what
customers are referring to, who is using their companys products, or if counterfeit versions of those
products exist.
Analytics with image recognition capabilities can help companies overcome this challenge and leverage images to enhance their market knowledge and extend their reach. Advanced image analytics with
pixel-level analysis is gradually gaining acceptance among large retailers and advertising agencies.
Companies such as Piqora and Curalate have developed image recognition technologies for social
media sites such as Facebook, Pinterest and Instagram allowing them to identify the most popular
shared images from their Web sites, the most influential individual visitors, and the traffic that an image
diverts to a target Web site, for example.
A case in point: A coffee shop chain can use this technology to gather information about what its
customers like and dislike; confirm the most popular shops in the chain; the number of times an image
is shared and by how many people; its impact on sales; location-based knowledge and competitor information. The coffee chain can reach out to more customers, respond to user comments, engage with
influencers and other prospective customers, and use images with positive comments for marketing
after obtaining permission.
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10%
Companies
20%
30%
40%
50%
Agencies
n = more than 650 marketing professionals from companies and agencies across North America and Europe.
Looking Forward
To experience the full potential of analytics,
we advise companies to consider the following:
Identify key areas for deploying analytics.
Enter into relationships with partners capable
of providing AaaS.
Design a comprehensive strategy for the adoption and implementation of analytics.
Develop an enterprise-wide data architecture.
Formulate customized strategies to capitalize
on unique data.
Develop a fact-based decision-making culture
focused on achieving specific goals.
Continuously refurbish and renew the organizations analytics implementation.
Footnotes
1
Social Networking Reaches Nearly One in Four Around the World. eMarketer, June 18, 2013.
http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-AroundWorld/1009976
Experian Marketing Services Reveals 27 Percent Of Time Spent Online Is On Social Networking
In 2012. Prnewswire, April 16, 2012. http://www.prnewswire.com/news-releases/experian-marketingservices-reveals-27-percent-of-time-spent-online-is-on-social-networking-in-2012-203209121.html
Global Consumers Trust In Earned Advertising Grows In Importance. Nielsen, April 10, 2012. http://
www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertisinggrows.html
Big Content: The Unstructured Side of Big Data. Gartner, May 1, 2013. http://blogs.gartner.com/
darin-stewart/2013/05/01/big-content-the-unstructured-side-of-big-data/
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Data-Rich and Insight-Poor: Marketers Planning to Turn Information into Intelligence in 2013.
Infogroup.com, 2013. http://lp.infogroup.com/Global/FileLib/Infogroup_Targeting_Solutions/DataRich_and_Insight-Poor_Survey_Findings_from_ITS_and_Yesmail.pdf
Socially Devoted: The Next Generation of Customer Care is Social. Social Bakers, July, 2013.
http://www.tnooz.com/wp-content/uploads/2013/07/soc-dev-q2-infographic1.png
Retail Case Kesko: The Evolution of Keskos Customer Experience Using Etumas Free-form Text
Feedback Analysis Services. Etuma, July 6, 2013. http://www.etuma.com/evolution-of-kesko-customer-experience-using-etuma-feedback-analysis/#more-1509
Klout allows users to measure their online influence. It currently tracks user activity around seven
social media sites such as Twitter, Facebook, Instagram, etc., and assigns a Klout Score, a number
between 1and 100. Higher Klout Score represents greater influence.
Examples of Social Media Command Centers for the Worlds Largest Brands. Salesforce Blog,
December 5, 2012. http://blogs.salesforce.com/company/2012/12/examples-of-social-media-commandcenters-for-the-worlds-largest-brands.html
10
Social Media Command Centers Built For Brands Not NASA. Intelligent HQ, May 6, 2013. http://
www.intelligenthq.com/social-media-business/social-media-command-center/
11
Super Bowl First: Social Media Command Center. Today, January 23, 2012. http://www.today.com/
tech/super-bowl-first-social-media-command-center-84788
12
Learning From a Super Bowls Social Media Command Center. Social Media Today, February 1, 2013.
http://socialmediatoday.com/adam-chapman/1205706/learning-super-bowls-social-media-commandcenter
13
Social Media Isnt All Marketing. Monkeydish, June 17, 2013. http://www.monkeydish.com/ideas/
articles/social-media-isn%E2%80%99t-all-marketing
14
15
Bibliography
Customer Analytics in the Age of Social Media. TDWI Research, 2012. http://tdwi.org/research/
2012/07/best-practices-report-q3-customer-analytics-in-the-age-of-social-media/asset.aspx
Whos Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short. Adota,
The Social Economy: Unlocking Value and Productivity through Social Technologies. McKinsey &
Company, July, 2012. http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_
economy
Adobe Social Unveils Predictive Publishing for Facebook. BusinessWire, April 24, 2013. http://www.
businesswire.com/news/home/20130423006871/en/Adobe-Social-Unveils-Predictive-PublishingFacebook
Social Media Analytics Software Pulls Useful Info Out Of Online Muddle. SearchBusinessAnalytics,
2013. http://searchbusinessanalytics.techtarget.com/feature/Social-media-analytics-software-pullsuseful-info-out-of-online-muddle
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Credits
Author and Research Analyst
Vinaya Kumar Mylavarapu, Cognizant Research Center
Design
Harleen Bhatia, Design Team Lead
Suresh Satyavarapu, Designer
About Cognizant
Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process
outsourcing services, dedicated to helping the worlds leading companies build stronger businesses. Headquartered
in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep
industry and business process expertise, and a global, collaborative workforce that embodies the future of work.
With over 50 delivery centers worldwide and approximately 164,300 employees as of June 30, 2013, Cognizant is a
member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500, and is ranked among the
top performing and fastest growing companies in the world.
Visit us online at www.cognizant.com for more information.
World Headquarters
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London W2 6BD
Phone: +44 (0) 207 297 7600
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Email: infouk@cognizant.com
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