IIM Indore Mumbai Campus

Analytics in Social Atul Kushwaha

Kushal Kumar Das
Media Rajan Khoiwal
Sanu Kumar
Shashank Prajapati
 Social media analytics is the practice of gathering data from blogs and social
media websites and analyzing that data to make business decisions. The most
common use of social media analytics is to mine customer sentiment in order to
support marketing and customer service activities.

• What keeps marketing people up at night

• 200 million blogs worldwide – 32% post opinions about products – 71% internet
users read – 90% use recommendations
• Marketing organizations need answers to tough questions
• How to identify right websites, who are key influencers, what is the sentiment
about the relevant topics and what are the relevant emerging topics

Analytics – what to Analytics – how to Monitoring Examples of

Introduction References
measure measure terminology Successes
Audience démographiques, volume, Measure to evaluate effectiveness
engagement and interactions

Concept mapping for learning and information Measuring influence (viral potential)
filtering

Measure social media as a component of an

Measure according to existing objectives
integrated communications plan

Causal influence in the blogosphere Sentiment classification

Relevance classification Topic evolution

Analytics – what to Analytics – how to Monitoring Examples of

Target Market References
measure measure terminology Successes
 Management Tools

1. Hootsuite Pro or Enterprise

2. Engage 121
3. Sproutsocial
Developing a 4. SocialSignIn
Interaction Rate
Framework 5. AdobeSocial

1. Interplay of 3 types of 1. Look at interaction

metrics rates rather than Monitoring Tools
2. They determine the audience volume
accurate interaction 2. Analyze what people
rate interact with in terms 1. MeltwaterBuzz or IceRocket
3. Interaction Rate = of both your 2. Socialmention – realtime
Number of objectives and post 3. Klout, Followerwonk
Interactions (unique) / type 4. Buzzstream, Mozbar
Reached Users 3. Review your social
(unique) media metrics in
relation to your
objectives
Analytics – what to Analytics – how to Monitoring Examples of
Target Market References
measure measure terminology Successes
 Reach Monitoring who’s talking about you
• Hourly breakdown of Twitter or Facebook mentions about you
• Optional filtering, e.g., how many of them were from influential
users
• Breakdown by keywords tracked
The cumulative number of your followers + retweets / shares for • View of tweets / posts
a single tweet / Facebook Post • Social Sign In

Who are the influential users mentioning me

• Check for influence score greater than 70
Exposure • Watch the peaks when high-profile stories about you are
trending
The number of online users in whose feed your tweet / post
• See the individual content and tweeters mentioning you
appears
What are people saying about me in my locality
• Modify your search location
• Select search parameters of the words you want to get info on

Reach is more like the full potential reach of your content while
exposure is how targeted the timing of your message was
Engagement
The number of interactions your post or tweet had. An interaction
can be a retweet (twitter), a comment (both), a post click (FB), a
link click (both) or a favorite (Twitter). Twitter typically has a much
lower engagement rate than Facebook – above 0.5% is normal.
It’s a more passive channel than many people realize (and much
more so than Facebook.)
Reporting
• Report on a set frequency: monthly, quarterly, termly
• Define key metrics aligned to the audience of the report
• Track annual and seasonal trends
• Ensure reports are discussed and reviewed
• Develop different reports for different purposes: to report to
senior stakeholders, to monitor trends, to evaluate work, for
external funders

Analytics – what to Analytics – how to Monitoring Examples of

Target Market References
measure measure terminology Successes
 Examples of Successes

Technical Application Successes

Successes

• Noisy text analysis

Natural
Language • Brand and reputation
Processing management • Collaborative (crowd-
• Sentiment analysis Wikipedia sourced) knowledge
creation
• Profiling
• Personalization
Data Mining • Customization

• Influencers • Grievance redress,

Public Sector
opinion gathering,
• Topic detection / Government
Community political campaign etc.
Analytics • Churn prediction
• Event detection and
tracking

Analytics – what to Analytics – how to Monitoring Examples of

Target Market References
measure measure terminology Successes
 • IEEE Explore:
http://ieeexplore.ieee.org/stamp/stamp.jsp?
arnumber=5678581
• IBM: https://www-
01.ibm.com/events/wwe/grp/grp004.nsf/vLo
okupPDFs/8.%20Lawrence%20-
%20IBM%20Apr%2013,%202011/$file/8.%
20Lawrence%20-
%20IBM%20Apr%2013,%202011.pdf
• Oxford:
https://www.ox.ac.uk/sites/files/oxford/field/fi
eld_document/Social%20media%20analytic
s%20(26.10.14).pdf
• IBM: http://lcm.csa.iisc.ernet.in/indous-
symposium/slides/Krishnapuram%20Social
%20Media%20Analytics.pdf
• Pearson:
http://ptgmedia.pearsoncmg.com/images/97
80133892567/samplepages/978013389256
7.pdf

Analytics – what to Analytics – how to Monitoring

Target Market Value proposition References
measure measure terminology
 2

Thank You!