1) Social media monitoring tools were used to analyze conversations and behaviors on platforms like Twitter to understand customer interests for various industries including banking, healthcare, and entertainment. 2) For banking, analyses found that people discussed spending more than saving and were most active discussing shopping, travel, and entertainment in the evenings and weekends. 3) For healthcare, Facebook drove more engagement than Twitter and sentiment was most positive at night when users praised posts rather than asking questions at noon. 4) For entertainment, an app integrating voting with Twitter increased mentions of a singing competition by 60x on performance days and 33% of users utilized the app, optimizing the channel.

1. SOCIAL MEDIA MONITORING &
ANALYTIC TOOLS
Case Study

2. 02
SOCIAL MEDIA
SOCIAL MEDIA

3. 03
SOCIAL MEDIA

4. 04
HISTORY
Follower Engagement Response ?

5. 05
HISTORY
Social
Media
Data Metric Pattern Knowledge

6. 06
SOCIAL MEDIA SOLUTION
Tools Expert Solution

7. 07
HOW IT WORKS
Brainstorming
Objective
Identification
Research &
Assessment
Strategy
Building
Execution
Measurement &
Evaluation

8. 08
OBJECTIVE
• Performance Assessment
• Customer Service
• Competition Landscape
• Customer Understanding
• Campaign Assisting
• Industry Trend
• Channel Optimization
• Reputation Management
• Product Decision Journey
• Content Marketing Optimization

9. STUDY CASE

10. 10
INDEX
• Banking
• Pharmaceutical and Healthcare
• Entertainment

11. BANKING

12. 12
BANKING
Type
Pre-Campaign Assisting
Background
Bank A is one of the biggest Bank Indonesia. In order to develop a product that suits
people need, Bank A need to understand the people’s behavior

13. 13
BANKING
Challenge
Indonesia demography currently is dominated by young people who
become the focus in the product development
Objective
Understanding and comparing people’s financial behavior in terms
of spending and saving
Time frame: 13-20 March 2014

14. 14
BANKING
Word Analysis
• Defining Twitter keywords
that suit with saving and
spending behavior
Buzz Monitoring
• Crawling all tweets which
contain defined keywords
Peak Time Analysis
• Looking into incoming
mention number
enhancement in some
period of time
Method

15. 15
KEYWORD ANALYS
SAVING
Deposito Debit
Reksa
Dana
Tabungan Investasi
SPENDING
Dugem Nongkrong Belanja
Liburan Nonton

16. 16
SAVING VS SPENDING BUZZ
30393
16240
9179
3495
875
130
798406
167622
148025
61978
8740
0 100000 200000 300000 400000 500000 600000 700000 800000 900000
Nonton
Liburan
Belanja
Nongkrong
Dugem
Investasi
Asuransi
Tabungan
Reksa Dana
Debit
Deposito
Spending Saving

17. 17
SPENDING TRENDS
• Play
• Go to vacation to Bali and Europe
Liburan
• Movies
• Television
Nonton
• Clothes
• Food
Belanja
• Drinking Coffee
• Surfing Internet
Nongkrong

18. 18
SPENDING TRENDS
12.00-16.00 16.00-20.00 20.00-24.00
Sunday Belanja Liburan
Monday Nonton Nonton
Tuesday Nongkrong
Thursday Liburan
Liburan
Nongkrong

19. 19
BANKING
Result
• People more interested on spending than on saving, proved by total
conversation and tweet share of spending much higher than saving.
Conversation about saving is only 5% of spending conversation.
• People like to talk about spending, mostly about shopping, going holiday,
watching movies and hanging out, after 12 p.m. on some days.

20. LESSON LEARNED
20
Determining the right keyword is vital as it will
greatly affect the monitoring result
• The result of wrong keyword will not related to the research’
topic. Thus, It has no value and useless

21. PHARMACEUTICAL & HEALTHCARE

22. 22
PHARMACEUTICAL AND HEALTHCARE
Type
Customer Understanding
Background
A pharmacy company Y has a facebook fanpage Y Health Page and Twitter @yealth
which are used to build a community focus on healthcare. Y didn’t use the social
neither to promote nor selling their product

23. 23
PHARMACEUTICAL AND HEALTHCARE
Challenge
Increase customer loyalty by giving information which suit to
community’s interest
Objective
Understanding the behavior of the active member of X Health
community
Time frame: 15-26 September 2014

24. 24
PHARMACEUTICAL AND HEALTHCARE
Method
Media Monitoring
• Measuring every social
media metric of Y
Health
Media Comparison
• Comparing community
performance of each Y Health
social media which is Facebook
and Twitter
Social Media Ethnography
• Analyzing community members
characteristic by implementing
ethnography method on social
media

25. 25
MEDIA MONITORING AND COMPARISON
The Facebook account drives more conversation than
Twitter account
3.38%
0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
Engagement Rate
Facebook (106.232) Twitter (2.936)

26. ETNOGRAPHY
26
Ethnography (n) : sociological method
that explores how people live and
make sense of their lives with one
another in particular places
(Columbia University)

27. ETHNOGRAPHY FRAMEWORK
27
Space Objects Acts
Actors Time Activities
Feelings Events Goals

28. 28
CASE STUDY: TIME, GOALS, FEELING
Morning
(6-10)
Noon
(10-14)
Afternoon
(14-18)
Night
(18-22)
Participating in
engagement activities
50% 0% 100%
Sharing Experience -20% 55.6% 14%
Asking Further Question -66.7% -100% -100%
Praising and Saying Thank
You
100% 100% 100%

29. 29
PHARMACEUTICAL AND HEALTHCARE
Result
• Building community engagement on Facebook is giving better result than
on Twitter.
• The best time of publishing post to get better sentiment is at night,
meanwhile the bad time is at noon. The best sentiment score is gotten by
praising activities. On the other hand the worst sentiment score is gotten
by asking further question activities.

30. LESSON LEARNED
30
• Social Media could be used as a tool to determine the
ethnography of a particular group
• The advantage of using Social Media compared to field
monitoring is data trackback ability that could speed up
the monitoring process

31. ENTERTAINMENT

32. 32
ENTERTAINMENT
Type
Channel Optimization
Background
Singing competition X gives audience the feeling of being judge by giving them a
mobile application that can be used to give vote which account for 70% of the
contestant final score. The mobile app is integrated with Twitter and will
automatically tweet and mention @AjangX when a vote is given.

33. 33
ENTERTAINMENT
Challenge
Activation of Audience who mostly are young people with smartphone
and a social media avid user
Objective
Identify the effect of mobile app usage towards the social media
account of @ajangX
Time frame: 19 Oktober-8 November 2014

34. 34
ENTERTAINMENT
Metode yang digunakan
Buzz Monitoring
• Getting all mentions to
@ajangX
Peak Time Analysis
• Looking into incoming
mention number
enhancement in some
period of time
Mention Categorization
• Categorizing incoming
mention into organic mention
and mention from official app

35. 35
PEAK TIME
0
5000
10000
15000
20000
25000
30000
35000
40000
Mention
The number of mentioner increase rapidly (40-60x) on Friday

36. 36
PARTICIPANT MENTION CATEGORIZATION
• App : Tweet that comes from Ajang X’s official app. Marked by “I Voted YES/NO”
phrase on the tweet
• Organic: General tweet from people using other type of application

37. 37
ADOPTION RATE
33% of mentioner is using AjangX official
app to vote for their idol
33%
67%
App User Non-User

38. 38
MENTION DISTRIBUTION
The tweet from app account for 25%
of all mentions to @ajangX during
the performance day
7737 8002 7351
27644 23729 28481
0
5000
10000
15000
20000
25000
30000
35000
40000
1st week 2nd week 3rd week
App Organic

39. 39
VOTING PERFORMANCE
Most people use the app to support
their idol instead of bringing down
the competitors
7345
7633
8322
392
365
357
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
1st week 2nd week 3rd week
YES NO

40. 40
VOTING PEAK TIME
Most people use their vote between 22.00-23.00. The number of votes is
very dependent on the contestant that was performing
0
500
1000
1500
2000
2500
3000
3500
4000
4500
21.00-22.00 22.00-23.00 23.00-24.00 24.00-01.00
1st week 2nd week 3rd week

41. 41
ENTERTAINMENT
Hasil
• Enhancement of total mention to @ajangX account is 60 times bigger on the
show day than usual and 50% of it are from mobile application used for voting

42. LESSON LEARNED
42
Co-creation can be implemented by integrating mobile app
with social media.
• Social media give reason for people to download and use the app because
they like to show off their experience
• People also have a chance to appear on national television when they give
their vote
• Mobile app is one of ways in conducting co-creation. Besides, AjangX also
conducting social media campaign and meet & greet with idol to build the
co-creation ecosystem

43. 43
In the end, social media monitoring is just a tool.
Sometimes we don’t really need a sophisticated
and complicated metric. What we really need
though, is a great methodology

44. There is NoLimit in the future

45. Have any question?
Contact to : customer@nolimitid.com