Extracting Business Insights from the World's Largest Social Network

1. Attensity Webinar Series
Facebook Analytics: Extracting Business Insights from the World's Largest
Social Network
With James Purchase, Senior Director of Industry Solutions, Attensity
#AttensityWebinar

2. Agenda
 Short introduction to Attensity
 Why Facebook (Comment) Analytics?
 Part of a Multi-Channel Customer Analytics and Engagement Solution
 Overview of Attensity’s Facebook Analytics Module
 Facebook Use Case 1 – Analysis of comments on formal statement regarding
Capital One acquiring ING Direct USA
 Facebook Use Case 2 – Analysis of comments on T-Mobile’s Ad Campaign
 Facebook Use Case 3 – Analysis of comments regarding Sprint’s CSAT
 Facebook Use Case 4 – Analysis of comments from an Adhoc survey for Hyatt
aimed at Premium customer
 Summary & Conclusions
 Q&A

3. About Attensity
Help the world’s leading brands leverage
customer conversations as a business asset.
No matter where they take place:
social media • blogs • surveys • call center notes • review sites • emails • more
10+ years of experience in Text Analytics/CEM
7 patents in natural language processing
500+ installations worldwide
World’s largest NLP development group

4. We Work with the World’s Leading Brands
Customer
Service
BI Text
SCRM
Analytics
VOC

5. Why Facebook Analytics?
The largest, most visited network in the world:
750 million users worldwide
 Brand & Reputation Management:
 Intercept complaints & issues
 Track and encourage engagement
with key influencers
 Launch and monitor Campaigns
 Identify Product Quality Issues
 Solicit Product/Service feedback:
Forum & Survey management, an all-in-
one vehicle
 Increase Customer Satisfaction:
deliver a rich ownership experience with
transparency
 Prevent Churn:
 Identify intent to churn and engage
 SMS messages annually
 Acquire New Customers:
 Monitor competitor conversations
for intent to churn, issues, negative
sentiment, etc. Source: Hubspot

6. Facebook Analytics Module Part of Attensity Analyze 6.0
The First Text Analytics Solution Designed for Business Users
 Easy to Use UI: drag and
drop to create your own
dashboards
 Over 100 OOB Reports and
Dashboards help jumpstart
projects and answer the
most common questions
 Point and Click Report
Wizard: create your own
reports, in just a few clicks
 Advanced Analytics: Identify
emerging issues and trends
via hotspotting
 Industry solutions for rapid
customization

7. Part of a Multi-Channel Customer Experience Management Strategy
Listen, Analyze, Relate, and Act on Multi-Channel Customer Conversations
ATTENSITY CUSTOMER EXPERIENCE MANAGEMENT SUITE

8. Attensity analyzes text across multiple channels!

9. Use Case 1: What do ING fans think of Capital One’s acquisition of ING?
Relatively high levels of “comment
engagement” (Like).
By going “Beyond Sentiment” Attensity
can uncover detailed concerns,
questions, recommendations

10. Use Case 1: Identifying Customer Questions and Concerns
Ing Direct Customers are particularly
concerned about the impact of the
acquisition to the “Sharebuilder”, hence a
message to Capital One that this is a key
asset . Change will need to be managed Ing Brand image is strong with their
delicately…. customers!! How can it be retained within
Capital One?

11. Use Case 1: Analyzing Customer Intent to Churn
Most Negative sentiment is extreme
around customer churn/attrition
It is not all bad news. A good number of
customers will stay conditionally!!

12. Use Case 1: Analyzing Why Customers Might NOT Churn
Are any of those churn threats
tempered with positive sentiment
around conditionally staying?

13. Use Case 1: Drag and Drop Categorization
What about if we wanted to reassign or
combine categories?
Easy! Drag and drop all on-the-fly!

14. Easy to Use Reporting Wizard Lets You Create Analytics on the Fly

15. Attensity Guides You Through the Process

16. Easily Customizable with 100s of Templates

17. Use Case 2: Analyzing T-Mobile’s Facebook Ad Campaign
An Ad Campaign was launched on August 31st on T-
Mobile Facebook Wall.
The Average Comment “Like” is around 1 for Telcos
based on some initial research. This campaign resulted
in average comment like of 2.3!...So what was said?
If the campaign goal was to engage about
1% of its fans in in the Dress Debate then it
was successful!
Clearly there is overwhelmingly negative sentiment
Most Negativity relates to “not caring about the
dress” and bad feeling towards the possible merger
with AT&T
If the campaign was striving to provide brand
imagery around friendly, attractive service then it
succeeded!

18. Use Case 2: Analyzing T-Mobile’s Facebook App vs Wall Comments
More on-point content is found by looking at the
Facebook app comments tied to this particular
campaign. Such content can also be analyzed by
Attensity!

19. Use Case 2: Analyzing T-Mobile Campaign Sentiment
Each spike represents a touchpoint in the
Ad Campaign
Our Tag Cloud visually represents the more
detailed Issues particularly around the
Website being “slow” and “hard to access”
At the launch of the Ad campaign there is
With each subsequent touchpoint there is
quite a lot of Negativity
relatively more negativity. The number of
Post Likes decline over time…

20. Use Case 3: Measuring Customer Satisfaction in Telcos
Sprint is promoting their award-wining
levels of Customer Service and ask their
customer within Facebook how they can Loyalty Reward programs are requested
continue to improve their experience across the entire Telco industry
There is a relatively low level of
engagement.
For some, the extra $10 a month that
customers pay for the data plan is
associated with 4G…this is seen
consistently across many FB comments

21. Use Case 3: Gain Valuable Insight into What Customers Want
Loyalty Reward programs are requested
across the entire Telco industry
Defined by likes of 1-6. Well Liked is
defined as 7-9
Customers are pleased with service …

22. Use Case 3: Analyze Facebook Sentiment Across Competitors
T-Mobiles Facebook “Page Likes” high…
…but relatively higher Negative
sentiment!

23. Use Case 4: Improving Service based on Facebook feedback
Different check-in process request for
Diamond members

24. How to Set up Facebook Extractions
Point to the Facebook Profile, eg
www.facebook.com/tmobile
Point to the Facebook Profile, eg
www.facebook.com/tmobile
These are the Facebook Post fields coming
through. The Post Label can be edited for
a summary description
These are the Facebook Comment fields
coming through. They can be edited for a
more business-friendly description Give the extraction a name and you are
ready!
Here you select the Business Domain

25. Summary & Conclusions
 Facebook is an important channel for customer analytics and engagement
 Over 750 million users worldwide, the world’s largest social network
 A key component of your multi-channel Voice of the Customer strategy
 Attensity Facebook Analytics: now available with Analyze 6.0
 Easy to Use UI for Analyzing Customer Sentiment and
 Detailed Analytics Capabilities that goes beyond Sentiment
 Business Benefits of Facebook Analytics:
 Gain Competitive Insights
 Prevent Churn, and Win New Customers
 Better Brand & Reputation Management
 Fast, Insightful Feedback on Marketing Campaigns
 Valuable Product Quality & Feedback
 More Targeted Customer Engagement
 Industry Solutions get you up and running quickly
 Attensity has a strong Business Solutions department that would like to partner with
you!

26. Interested in a Facebook Analytics Trial?
Email: sales@attensity.com
Questions for James?
Email: jpurchase@attensity.com
Contact Attensity
www.attensity.com
Toll Free: (800) 721-0560
Email: sales@attensity.com
Follow us on Twitter: @Attensity
http://twitter.com/attensity
Attensity in 2 minutes on YouTube
http://bit.ly/attensityrespond
Upcoming & Archived Webinars
http://bit.ly/Attensity_Webinars