1. Fallacies & Insights from
Social Media Visualisations.
28 June 2012 PAGE1

2. SPEAKER : KELVIN
28 June 2012 PAGE2

3. What we can do in the next 30 mins
o Get to know social media monitoring and analysis
o Understand data visualisations
o Leverage upon real time analysis to
• Gather metadata from consumer usage to understand device
type, usage locations, purposes, consumer
preferences, customer habits
• Understand how information spreads and chief influencers
• Improve customer service with additional touch, possibly
integrating social into a call centre
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4. What we can do in the next 30 mins
o “Social” customer as the centre for
• Customer service excellence
• Understand needs and wants (while pricing it correctly)
• Anticipating future trends
28 June 2012 PAGE4

5. What is Social Media Monitoring & Analysis?
24/7 real-time monitoring is discussed publicly on the…
Social Media YOUR BRAND
Data Acquisition Data Structuring Data Verification Data Analysis Data Cubing
RSS Feeds Date / Time De-duplication Sentiment Detection Filters
APIs Headline Time Stamp Influence Score Data Index
Purchased Sources Body Verification Media Type Detection Search Database
Web Spiders Comments Spam Detection Market Segmentation Etc.
Search Engines Etc. Etc. Language Detection
Etc. Etc.
Consulting
Research Research
Dashboard Data Trending
Reports Analysis
Daily / Weekly / Discover Trends Cloud Based Buzz Trending
Monthly Identify Influencers Almost Real- Sentiment Trending
Brand Audits Uncover Issues / Crisis time Word Trending
Crisis Reports Etc. 24/7 Available Spike Detection
Etc. Top Sites
Etc.
Login with
Username
& Password
Client
Presentation and interpretation
28 June 2012 PAGE5

12. Let’s get to the sexy part

13. Exploring social media with
three telcos on Twitter
.com

23. http://vimeo.com/jamiq
28 June 2012 PAGE23

24. Topical, trends and online media
type analysis
o Used by senior management to trend
shifts in key messages of their brand and the competition
o Used by customer service and PR teams to
identify most influential content sources
o Early detection of potential crisis as keywords relating
to issues increase
o Used by marketing teams to identify top trending words
used by the public around their brand
28 June 2012 PAGE24

25. Singapore General Elections 2011:
National Agenda
Try the demostration

26. Singapore General Elections 2011:
National Agenda
Try the demostration

27. Singapore General Elections 2011:
National Agenda
Try the demostration

28. Singapore General Elections 2011:
National Agenda
Try the demostration

29. The Straits Times, 4 November 2010
28 June 2012 PAGE29

30. Real-time Crisis Monitoring:
DBS Network Failure
Spike forms as people realize
ATMs and Internet Banking are
down. 95% of the posts are from
microblogs like Twitter and Later spike due to
Plurk. amplification of news
coverage in local media.
83% of the buzz around this
crisis comes from Microblogs.

31. Real-time Crisis Monitoring:
DBS Network Failure
DBS CEO apologizes on
webpage, and story is
covered on front page on
both Straits Times and
Business Times.
Just when all the chatter had
died down…

32. Real-time Crisis Monitoring:
DBS Network Failure
DBS CEO’s apology mentions
failure of IBM to keep the
system up. Local and
international jumped on this
story.
Few mentions of IBM when
the system first went down.
PAGE32

33. Real-time Crisis Monitoring:
DBS Network Failure
Dramatic increase in negative
mentions of IBM.
At first not much blame was
given to IBM.
PAGE33

34. Fallacies
o Not everyone uses social media… yet
o Difficulty of analyzing Asian languages
o “Echo chamber” syndrome
o Lack of clear laws in digital data usage
28 June 2012 PAGE34

35. Why Monitor & Analyse The Social Media in Asia?
Research by Trendstream
1. Everyone, especially
Asians, are getting
online.
2. One third (34%
according to Forbes) of
the world’s largest 2000
companies now based in
Asia.
3. Brands, governments,
and even individuals get
talked about (and
criticized) online.
4. The first place a crisis
hits is the social media.
28 June 2012 PAGE35

36. Fallacies
o Not everyone uses social media… yet
o Difficulty of analyzing Asian languages
o “Echo chamber” syndrome
o Lack of clear laws in digital data usage
28 June 2012 PAGE36

37. Fallacies & Insights
from Social Media Visualisations
Helpful –
Kelvin Quee http://blog.jamiq.com
Head, Business Development http://slideshare.net/jamiq
http://vimeo.com/jamiq
kelvin.quee@jamiq.com Drop me an email and I will
send you materials shown here.
+65 9177 3635
28 June 2012 PAGE37

38. JamiQ Buzz
Example Case Study
In this example, we analyze the social media from the
point of view of the airline brand AirAsia.
Disclaimer
This is only an example based on publicly available data. Actual
usage of JamiQ Buzz from this brand or any other client is kept
strictly private.
28 June 2012 PAGE38

39. Brand Overview
1. As AirAsia’s social
media manager, I
1 want to see what’s
been happening in
the last 30 days
globally.
2. The chart shows a
2
total of 24,381
Entries (unique
posts).
3. Trending Words in
multiple languages
3
seem to hint that
people talking about
“big sale” and
“promotion to Bali”.
Which is in line with
our marketing
efforts.
28 June 2012 PAGE39

40. Brand Overview
1. Interestingly, most of
the posts are coming
from Indonesia.
2. Amazingly the bulk of
the chatter comes
from Microblogs such
as Twitter. Which also
means most people
are responding to our
1 Twitter accounts.
3. It is also good to
know that the sources
making the most
2 3 noise is AirAsia’s
social media
properties.
28 June 2012 PAGE40

41. Competition
1. Having created a
Topic to track the
competitor
JetStar, we can turn
it on to see how we
stack up.
2
2. The chart shows
clearly that JetStar
does not get as much
buzz as AirAsia does.
1
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42. Market Specific
1 1. While getting all the
buzz is good, I now
want to focus on
Malaysia, our home
market.
2. I think I’ve just
spotted an issue
brewing. People are
talking about the
Australian lawsuit.
2
28 June 2012 PAGE42

43. Sentiment
1. Switching over to
Sentiment charts to
see where the
problem could be.
2 2. There is a clear
negative trend on 24
Jan! Could this be
because of the
Australian Lawsuit
news?
1
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44. Actual Data
1. Clicking on the chart
or on the trending
1 word I get to see the
4 actual data with the
filters set to exactly
what I need.
2
2. True enough, lots of
negative entries on
blogs, Twitter, and
other sites about the
lawsuit.
3 3. Clicking the links in
blue lets me see the
actual post.
4. Now I need all this
data to send to the
PR team, so I down
load it all to Excel.
28 June 2012 PAGE44

45. 1
Deep Dive
2 1. Now that I’m sure the
lawsuit is a hot topic
for Malaysia, let me
be specific and
search for every post
that talks about the
issue.
2. There seems to be
another spike relating
to this issue!
(Response from
AirAsia that it won’t
affect sales)
3. I need this exact
3 trending report to be
sent to PR too. I
download it to a
Word Doc.
28 June 2012 PAGE45

46. Influencers
1. In order to solve this
problem I need to
1 know who the
influencers are. So I
look into the Top
2 Sites and set the
filters to Blogs in
Malaysia talking
about “lawsuit”.
2. I now have a list of
the top bloggers in
Malaysia talking
about the issue.
28 June 2012 PAGE46

47. Spike Detection
1. Now that I’ve taken
care of the lawsuit
issue, let me see if I
can spot any other
trends with the Spike
Detection.
2
2. There seems to be a
spike on Feb 15.
What could that be
about?
1

48. From: JamiQ Email Alerts no.reply@jamiq.com
To: Me
Date: 15 Feb 2012
Subject: [Spike Alert] AirAsia - JamiQ
Spike Detection
Dear Benjamin,
1. The email immediate
No Entry Mentions Media Link tells you what the
1 . Type number one issue is.
1 RT @Destawrs: Tiket ke bali sampe bulan oktober 67 Microblog2 Link It clusters similar
lagi promo gila-gilaan banget x_X articles together so
you know
2 RT @tnooz: Latest! Airline social seating? AirAsia 46 Microblog Link
X goes antisocial with Empty Seat Option
immediately what
http://t.co/lLi2VwbY most people are
saying.
3 almost all the big sale tickets at airasia are sold 34 Microblog Link
out
2. All the links to the
4 Japan Airlines orders 10 new Boeing Dreamliners 21 News Link dashboard are
5 AirAsia and AirAsia X Launch Big Sale Promotion 13 News Link available so if you
want to check them
This could be a crisis or issue around AirAsia. Click here to view the conversations around this spike. out you can.
View AirAsia | My Dashboard | My Account
This email was automatically generated by JamiQ.
28 June 2012 PAGE48

49. Spike Detection
1. While there’s a lot of
on this day, it seems
pretty normal where
there’s chatter in the
day and less when
people are asleep.
1
2. The trends seem to
point to our “hot
promotions” and “big
sale” with some
chatter about our
waiting room.
2 3. Mostly positive too,
3
meaning this is a
good day with
nothing to worry
about.

50. Main Dashboard
1. As you can see, I have
many Topics in my
Dashboard, but even
with 1 Topic, I have
completely managed
my brand’s social
media monitoring.
1
28 June 2012 PAGE50

51. EarlyBulk Buying Deal
o Buy SoLoMo Thursday Tickets @ 4 for $45.00.
o Purchase at Reception. Cash Only.
o Tickets are transferable.
28 June 2012 PAGE51

52. Next SoLoMo Thursday
(26 July 2012)
Topic: “Social Media Marketing for
Events: Don’t Get Left Behind”
Speaker: Benjamin Chiang
28 June 2012 PAGE52

53. Questions?
www.techsailor.com
Feel free to approach our colleagues
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28 June 2012 PAGE53