More Related Content Similar to Social Media for Marketing An Overview of Specialist Software (20) Social Media for Marketing An Overview of Specialist Software 1. Social Media for
Marketing An Overview of
Specialist Software
Wasim Ahmed
Email: wahmed1@Sheffield.ac.uk
Guest Lecture for INF6003 E-Business and E-
Commerce
2. About me
• Second Year PhD student in the Health Informatics
Research Group, Information School, University of
Sheffield
• PhD examines content that is shared on Twitter
during infectious disease outbreaks
• Run a social media research blog (over 10 thousand
hits)
3. Overview of Lecture
• Part 1 – Crisis studies on social media
• Part 2 – Overview of current specialist software
• Part 3 – Hands on experience with current
cutting edge tools
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4. Aims
• Provide background information for social
media for marketing including crisis
studies
• Provide an overview of current specialist
software
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5. Objectives
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• Develop an understanding of brand crises
on social media
• Develop new knowledge of premium and
free analytical software used for business
intelligence and marketing
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• Businesses spend millions of dollars every
year tailoring their brands and protecting
them
• Historically traditional media and one-to-
many approach gave control to brands via
advertisers
Business Expenditure
7. Shift of Power
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• With emergence of social media the
traditional brand communication process
has reached something of a crisis
• Traditional communication lines are rapidly
breaking down
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Shift of Power
• When it became clear that Twitter was becoming
an important social networking site and public
communication platform
• A number of businesses and social media
marketing professionals attempted to exploit
the platform for commercial purposes
9. Sony PlayStation Network
• In mid-April 2011 the Playstation Network was
suddenly shut down without explanation
• Frustrations quickly spread through social media
sites such as Twitter as gamers around the
world voiced their annoyance at not being able
to access their online games
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10. Sony PlayStation Network
• The lack of regular updates and
information from Sony served to incense
users
• Users struggled to determine what was
fact and what was rumour on Twitter
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11. Sony PlayStation Network
• Lapse in communication was
incomprehensive to consumers
• Lack of regular updates and information
only served to incense users further
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12. • “I think It is pretty disgusting that Sony have waiting 7
days to tell users that their Credit Card details may have
been compromised”.
• “I bet the hacker will get emails out quicker than Sony!”
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Sony PlayStation Network
13. Toyota
• Toyota had to recall a number of its cars in
2009 ad 2010 due to serious safety faulty
which resulted in the deaths of over 50
people
• Unlike Sony - they immediately went into
Damage Control
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14. • As soon as the recall crisis start getting
media attention Toyota quickly put
together an ‘Online Newsroom’ and a
‘Social Media Strategy Team’ to
coordinate all the media releases
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Toyota
15. Toyota
• While there was still anger and negative
viewpoints shared through social media
services,
• Company was able to minimise their
impact by eliminating confusion and
keeping the consumer base regularly
informed of developments
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16. Brand Management
• The two cases have highlighted brands
need to know how they are being
mentioned across social media profiles
• Social Media Analytics is now a huge
market
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17. Part 2 of the lecture (‘fun part’)
• Hands on experience with some of the
cutting edge analytics platforms currently
out there:
• Visibrain Focus
• Pulsar
• Echosec
• Twitonomy
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19. Visibrain Focus
• Navigate to
http://www.visibrain.com/en/
• Log in using:
• Username: Visibrain_Guest
• Password:
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20. Task
• After logging into Visibrain Focous
• Open the Panama Papers concept
• Have a play around with how you can
manipulate the data (5-10 minutes)
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22. Pulsar Track
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• Not possible to gain log-in details for
students today (Not Pulsar’s fault)
• Can however show a live demo of Pulsar
24. Echosec
• Navigate to https://app.echosec.net/
• Near the bottom left there will be an option to
enter a location to search for
• See what intelligence you can gain using
location based search. (5-10 minutes)
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26. Twitonomy
• Navigate to: https://www.twitonomy.com/
• (May need a Twitter account to log in)
• Have a play around with how you can
manipulate the data (5-10 minutes)
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27. Follow the Hashtag
• Navigate to
http://www.followthehashtag.com/
• Examine the features that are offered for
free (compare to Visibrain and Pulsar)
• (5-10 minutes)
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29. NodeXL (Honourable mention )
• Social media analysis that looks at the
structure of the networks when using
social media
• One particular tool is called NodeXL,
unfortunately not possible to install on
University computers
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30. NodeXL
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• Navigate to
http://www.nodexlgraphgallery.org/Pages/
Default.aspx?p=52
• Examine how Twitter data has been
analysed (5 minutes)
31. Conclusion
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• There is no ‘best’ social media analytics
tool as they all offer something different
• This lecture has only covered some of the
popular tools that are out there.