Social Media Insights 2018 Social Media Trends and Analytics Implications

four weddings and a

funeral (NOT)

four weddings

and a

funeral

TRUST DECLINES, PEER INFLUENCE

RISES

HUMANS, MEET AI

THE PROMISE (and reality) OF SOCIAL

DATA

VIDEO CONTENT CONSUMPTION

SKYROCKETS

01

02

03

04

(NOT)

trends

3

1. VIDEO CONTENT CONSUMPTION SKYROCKETS

1.8

43%

1200%

85%

1.0

Million words Is the value of one- minute video (Video Brewer)

of people want to see more

video content from marketers (HubSpot)

more shares are generated from video than text and image

combined (Responsive Bound Marketing)

of Facebook Video is watched without sound

Billion users,

almost 1/3 of all people on the

internet are on YOUTUBE

Brands are turning into publishers. Social networks are encouraging brands to become broadcasters.

100 Million hours of video Are watched everyday on Facebook (TechCrunch).

C

B

A GATHERING DATA AND

ANALYSING FROM YOUTUBE, INSTAGRAM VIDEOS,

FACEBOOK VIDEO

UNDERSTAND THE IMPACT

OF VIDEOS CHECKING SUBSCRIBERS AND

FOLLOWERS TO UNDERSTAND THE

EFFECT OF VIDEOS

IMAGE RECOGNITION AND

SPEECH RECOGNITION FOCUS IN THE FUTURE AT IMAGE AND

SPEECH RECOGNITION ON VIDEOS

What are the Social Media Analytics

Implications

4

1. VIDEO CONTENT

CONSUMPTION SKYROCKETS

Trust in media, government and corporations are significantly declining. Consumers turn to a familiar source: Each Other.

5

2. TRUST DECLINES, PEER INFLUENCE RISES

Public Trust in Governance nearly historic

lows!

Around 20%

Trust in media, government and corporations are significantly declining. Consumers turn to a familiar source: Each Other.

6

2. TRUST DECLINES, PEER INFLUENCE RISES

7% is expressing trust in the Greek Political Parties.

15% is expressing trust in the Governance in

Greece.

48% is expressing trust

in Church…

TRUST FOR ALL MEDIA KEEPS DECLINING

105 103

83 72 71

52 66

a b c d e 2011 200

8

200

9

200

7

201

3

MEDIA TRUST INDEX

201

4

201

5

EVEN THE ONLINE MEDIA’S TRUST DECLINS

192

131

261

178

131 113

a b c d e

201

3

200

9 2011

200

8

201

4

INTERNET TRUST INDEX

201

5

Today more than ever, monitoring the brand’s advocacy is the most crucial metric for a brand. Understanding the level of

advocacy and the use of influencers is the key in successful brands.

Influencers, Micro Influencers and Brand Ambassadors are driving

the brand’s advocacy

88%

90%

of Buyers

Consider online reviews “very

influential” when making a purchase

decision

of consumers

trust peer recommendations

33% of consumers

trust ads

* Source: Group High Research

While…

MEASURE YOUR

DIGITAL BRAND

EQUITY

MAKE SURE TO

KEEP TRACK OF

ONLINE ADVOCACY

LEVELS

B

A

OFFLINE AND

VIRTUAL LIFE

SOCIAL NETWORKS HAVE A STRONG SOCIAL

IMPACT

Online social interactions are some of the aspects that have emerged

in recent discussion.

10

DIGITAL BRAND EQUITY ANALYSIS FRAMEWORK

01

02

03

RELEVANCE TO THE BRAND

ANALYSE THE EXISTING DISCUSSIONS TO UNDERSTAND WHETHER THE BRAND IS RELEVANT TO

CONSUMERS

BRAND AWARENESS

MEASURE AND DECODE AWARENESS OF THE BRANDS. GIVEN THE LEVEL OF BUZZ IN THE SOCIAL

AND WEB ENVIRONMENT: MEASURE HOW MUCH A BRAND IS PROMINENT IN CONSUMERS’ MIND AND

HOW HIGHLY IS PLACED INTO DAILY DISCUSSIONS

AFFINITY TO THE BRAND

ANALYSE THE DISCUSSIONS TO UNDERSTAND THE LEVEL OF AFFINITY CONSUMERS HAVE WITH

EACH BRAND

IMAGERY OF THE BRAND

UNDERSTAND AND DECODE WHAT IMAGE EACH BRAND CONVEYS IN CONSUMERS’ MIND 04

Automation can be exceptionally useful but AI strategy must stay focused on being human,

helpful and relevant at a scale

3. HUMANS, MEET AI

Artificial intelligence (AI) is the ability of

computers to understand certain aspects of

the natural world, and ultimately, use that

understanding to complete tasks normally

requiring human intellect and effort.

“ “

3. HUMANS, MEET AI

Though there are numerous applications of AI in

marketing, all of them fulfill a single purpose. To

better understand the customer and

make smarter marketing decisions.

N

E

S

W

Approximately 2 billion

internet users are active on

social media

One in every four people in

the world

Instagram users post 46,740

pictures every minute

1,209,600 new data producing

social media users each day

656 .000.000 tweets per day! Every minute on Facebook:

510,000 comments are

posted, 293,000 statuses are

updated, and 136,000 photos

are uploaded.

With this enormous amount of data available, it

becomes more and more important the use of AI in

the social media analytics practices.

14

01

02

ANALYSIS OF SENTIMENT Automatically generated sentiment

DISCUSSION THEMES Automatically generated themes of

discussions

AI APPLICATIONS TO SOCIAL MEDIA INSIGHTS GENERATION

Example of a Super Market’s Theme Trendline.

Monitoring Themes through time, provides better Insights 1

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Prices

Quality

Stores

Customer Service

Variety

Greekness

There is been a lot of talk about the benefits of uncovering insights with social data. But integrating social data with other analytics

systems or finding useful insights from social mentions required more work and more resources. In 2018, the promise of social data

remains but organizations will have to re- calculate the effort and resources need to turn it into a true source of customer insights.

4. THE PROMISE (and reality) OF SOCIAL DATA

Almost every company is trying to

get a slice of the social media pie.

Creating profiles on multiple social

media platforms in hopes to increase

your brand message is all well and

good.

But the sweeter part of the equation

is more often than not the SOCIAL

MEDIA ANALYTICS.

MONITORING SOCIAL MEDIA

CONTENT

17

TIPS TOWARDS “THE PROMISE”

Use Qualitative

techniques to unveil the

topics of discussion and

understand the brand

effect

Use a systematic and in parallel creative way of data analysis

Use Quantitative

techniques to cluster

and depict the size of

the issues at hand

PROCESS AND STUCTURE IS

KEY

18

TIPS TOWARDS “THE PROMISE”

Collect Analyze Synthesize INSIGHTS

Collect data from all

different sources and all

different metrics

Enriching the social

media content

Synthesize information

and reach out on

Insights. Provide

actionable insights for

clients

Sentiment Analysis

World Clouds

Document

Clustering

User’s profile and

information

Tracking Monitor

Analysis of

conversations (topics)

Who’s talking?

Where?

Analysis of emotions

Deliver insights driven

data based on the given

brief.

BRIEF

The most important part

of the process is a

detailed brief.

With this high amount of

information out there,

only a detailed brief can

guide an analyst to

focus on the correct

data and analysis to

provide Insights.

And much more…

19

EXAMPLES OF SOCIAL MEDIA ANALYTICS PROJECTS

01

02

03

04

05

DIGITAL BRAND EQUITY STUDIES

Using Social Media data to decode the brand’s equity against its

competitors. Analyze data in terms of the key equity factors.

BRAND REPUTATION STUDIES

Using Social Media data to understand

the brand’s reputation online

DIGITAL CAMPAIGN EVALUATION STUDIES

Using Social Media data to understand the impact of a given campaign. Analyze

data to understand the buzz of the campaign, but also the effect to the brand

and whether desired messages that needed to be achieved were reached.

NEW PRODUCT LAUNCHES EVALUATION STUDIES

Using Social Media data to measure the buzz created around new launches.

Understand interest of the new product, advocacy, excitement.

USAGE AND ATTITUDES STUDIES

Using Social Media data to understand a whole category. Measure attitudes

and beliefs on brands and the category as a whole. Use insights to create new

products, new campaigns or gain general knowledge.

20

CRITICAL SUCCESS FACTORS FOR SOCIAL MEDIA INSIGHTS

01 02

03 04

THE BRIEF:

Make sure you provide rich

background information to

analysts. Understanding the

project’s goal, the target

audience etc is not a luxury, is a

necessity.

DATA IS THE KING:

The period of the data and

the queries used are

crucial

CONTINUITY:

Continuous measure is key. Most

of the insights are stemming from

the analysis over time. Trends

can only be spotted if you

measure over a period of time.

READ. READ. READ.

No mater how technology

advances and machine

learning techniques are

used, reading posts and

social mentions is the only

way to stay in touch with

consumers and get

insights.

21

TO SUM UP

Be Open to Analysts. Trust the data and

Unleash the Social Media Data Opportunities.

TRUST DECLINES, PEER INFLUENCE

RISES

HUMANS, MEET AI

THE PROMISE (and reality) OF SOCIAL

DATA

VIDEO CONTENT CONSUMPTION

SKYROCKETS 01

02

03

04

Make sure that your data are including

videos and analytics around the impact of

videos.

Stay tuned for Image and Speech

Recognitions on videos

Keep Track of you Advocacy Levels

Monitor Influencers

Check your Digital Brand Equity to gain more

Insights

Use AI Techniques to get quick access to

“structured” data and draw your insights.

“You never really learn

much, from hearing

yourself talking” George

Clooney

THANK YOU