The new trend in social media mining is delivering actionable business intelligence. New third generation platforms go way beyond measuring sentiment to help businesses understand brand health and identify revenue opportunities and competitive threats.

1. The New Trend In
Social Media Mining:
Delivering Actionable Business Intelligence
Greg Tozian – Chief Digital Strategist &
Peter Murane – President

2. Today’s Information Wave
Changes Everything
Introducing
Brand Vo2

3. The Wave is Quickening
The speed at which human knowledge doubles globally
•
•
•
•
1900: doubles every 100 years*
1945: every 25 years*
Today (2014): every year
2016: every 12 hours (when wireless internet
connectivity completely covers the globe)**
* Noted scientist, philosopher, futurist, R. Buckminster Fuller
** IBM forecast

4. There’s Too Much Online Chatter –
Way Too Much Noise
• Everyone knows there’s too much noise in social
media, blurring actionable insights
• Key Question: how do you find what’s pertinent
for you?

5. Social Media Overwhelms Many
Organizations are struggling to keep up with online conversation glut from social media, the
media, review sites, blogs, videos, etc.

6. Social Media Monitoring –
Tools Not Measuring Up
• The need to monitor, understand and respond to
online conversations has spawned many social
media monitoring/engagement software
platforms
• There’ve been two major levels …

7. Level 1: Tracking Volume &
Low Level Sentiments
• At this level, people measure such things as:
– Percentage of positive, negative and neutral
comments
– Volume of referred traffic to main corporate websites
– Unique page views, total pages viewed, time on site
from referrals, etc.

8. Level 2 Platforms: Considering Share
of Voice and Customer Service
• Measures…
– Share of conversation volume
– Customer complaints

9. Deficiencies In Level 1 & 2 Social
Media Mining Platforms
• Too broadly focused data collection – “boiling
the ocean” for insights
• User has to do the heavy lifting
• Difficult to obtain truly actionable insights
• Emerging trends, brand health are invisible

10. LevelNew Trend – Identifying Actionable
The 2: Considering Voice-Share and
Customer Service
Insights Using Level 3 Platforms
• Measures…
– Brand share of voice versus competitors
– Customer complaints

11. What Is Level 3?
• Takes online conversations and measures…
– How healthy your brand is
– How social media drives KPIs
• Identifies opportunities:
– Where competition is weak
– What products/services you should develop
– Where the category/markets are going

12. Level 3 Attributes
• Applies category-specific linguistic lenses
instead of a one-size-fits-all framework
• Removes noise to present only relevant
social conversations
• Brand health measured across a range of
attributes

13. Level 3 Deliverables – Scoring
• Dow Jones-like prescriptive brand health scoring
– Delivers one big number of brand health
– Benchmarks versus selected competitors
– Benchmarks versus the category average

14. Level 3 Deliverables – ROI Analysis
• Ties online conversations to specific business
metrics like…
–
–
–
–
Store visits
Market share
Marketing effectiveness
Operational performance

15. Level 3 Deliverables –Trend Spotting
• Providing early warning of emerging trends
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–
–
–
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New consumer behaviors
Competitor weaknesses
New forms of competition
Changes taking place in the value landscape
Emerging, unmet desires for new products/services

16. Level 3 Deliverables – Analyst Support
• A talented analyst using a Level 3 platform is a
potential game-changer:
– Drives relevancy for the Enterprise
– Gets to insights more quickly
– Lower cost than traditional market research tools

17. Summary – Truly Actionable Insights
• There’s no stopping the information wave
• Adopting Level 3 platforms to gain truly
actionable brand/business insights allow
organizations to keep pace and excel

18. Thank You
Greg Tozian – Chief Digital Strategist
Greg.Tozian@branduice.com
Peter Murane – President
Peter@brandjuice.com