Sample Social media analysis/Report
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Transcript of Sample Social media analysis/Report
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Facebook Report on Currys PC World(1st April, 2013 – 15th April, 2013)
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Dixons Retail plc is one of the largest British consumer electronics retailers in Europe. The company operates Currys, Currys Digital, PC World, Dixons Travel and Electro World stores along with many other brands across Europe.
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Process FollowedUsing HCL’s social media enabling platform Socialytics, data from Currys PC World Facebook page was collected for the period 1st April, 2013 – 15th April, 2013.
Customer communications were also classified on Currys PC World specific parameters using Taxonomy designed for Currys PC World and machine learning algorithms.
Social traffic data was used to compute and compare community engagement index for Currys PC World Facebook wall. In conjunction with coding information, an in depth analysis of engagement effectiveness was carried out.
Customer information was used to build customer profiles. to a specific Customer segments based on their interests.
Alchemy Application Program Interface (API) was used to carry out sentiment analysis of all customer posts and comments. Sentiments were manually validated as well.
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GlossaryHost: Currys PC World is referred to as the Host.Fan: All user of Currys PC World on Facebook are referred to as Fans.Community Size: Number of followers on Facebook.Likes on Host Posts: The number of likes received on Currys PC World posts on Facebook.Comments on Host Posts: The number of comments received on Currys PC World posts on Facebook.Fan Comments: Comments by fans. Comments on User posts: The number of comments received on a post by a Fan. Likes on user posts: The number of likes received on a post by a Fan.Activity: Any post, comment or like on Facebook will be considered an activity.Popularity: Number of likes and comments received on Facebook.
Positive Sentiment: Any post/comment on Facebook that has a positive sentiment behind it, such as complimentsNegative Sentiment: Any post/comment on Facebook that has a negative sentiment behind it, such as complaints.Neutral Sentiment: Any post/comment on Facebook that has a neutral sentiment behind it, such as Inquiries and Suggestions.Content Related Response: Users Responses on content posted by Currys PC World .Function: Classification of content includes from both Currys PC World & Currys PC World MGMT.Product & Service: Further Classification of Functions. Currys PC World function covers Product & Service of the company like Overall Products, Bags, Moby Wraps, Ergo etc. and Management side covers Customer Service, Advertising / Marketing, Website , Real Estate etc.General Comment – These are comments that are usually passing comments or the irrelevant comments that have no direct link to the management or the services provided by the company.Discussion Topic: Core topics of discussion. 4
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Social Media Optimization
Section I: Social Media Optimization
Competitive Analysis of various Retail companies
• Next slides will show the competitive analysis of basic Facebook engagement activities for various Retail Companies.
• For a time period of 30 Days, from 24th March, 2013 to 23rd April, 2013 data was extracted from their respective Facebook walls and compared with each other.
• This provides a broader view of each of their engagement activities on Facebook, how they choose to interact with their fan base and what response does that generate. From the analysis we are able to gain some perspective as to whether or not they are able to keep their fan base engaged.
• With Social media, PRESENCE is not enough, ENGAGEMENT matters.
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Facebook-Engagement Overview24th March, 2013 to 23rd April, 2013
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Facebook-Engagement Observations 24th March, 2013 to 23rd April, 2013
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Ama-zon.com
Asda John Lewis Argos Currys PC World
Jessops0
5,000,000
10,000,000
15,000,000
20,000,000
Community Size
Community Size
Amazon.com Asda John Lewis Argos Currys PC World
Jessops0
50000100000150000200000250000
Host postsLikesComments
Amazon.com Asda John Lewis Argos Currys PC World
Jessops0
500
1000
1500
2000
User posts LikesComments
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Facebook-Community Engagement Index24th March, 2013 to 23rd April, 2013
• Community Engagement Index indicates the level of activity post per 10k fans. This indicates the level of engagement of the community.
• The List is in the order of community size.
• Posts indicates the activity from Host.
• Maximum activity indicates the activity level from the Users’ side.
• Asda has the highest Community Engagement.
• Community Engagement Index indicates the level of activity post per 10k fans. This indicates the level of engagement of the community.
• The List is in the order of community size.
• Posts indicates the activity from Host.
• Maximum activity indicates the activity level from the Users’ side.
• Asda has the highest Community Engagement.
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Overall TrafficSection II & III: Social Media Monitoring & Corporate
Dashboard
1st April, 2013 – 15th April, 2013
Under Currys PC World Facebook Wall , Currys PC World posted 24 Posts and commented 100 times of fans queries. On the Other side fans posted 85 posts & Currys PC World generated
394 comments by engaging their fans. 9
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Overall Traffic by Date
There were significant spikes in consumer comments on -
8th April, 201312th April, 201313th April, 201314th April, 201315th April, 2013
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Overall TrafficPeak Days
Following were the days with peak traffic. There was a significant rise in User
comments due following mentioned Posts
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For 12th , 13th & 15th April,2013
For 8th April,2013
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Overall TrafficPeak Days
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Below posts is the reason behind the variation in the
traffic of users on 14th April,2013. This is a good
way to keep users active on their Facebook wall
For 14th April,2013
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Currys PC World Facebook Sentiment Analysis1st April, 2013 to 15th April, 2013
Currys PC World Facebook Sentiment Analysis
296 of total comments had a Positive sentiment
111 of total comments had a Neutral sentiment
72 of total comments had a Negative sentiment
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Function
Function
Dixons MGMT
This Function includes the content that is directly routed to the Management and the core working of the company
for example: Customer Service, Advertising /
Marketing, Website , Real Estate etc.
Currys PC World
This Function indicates the main comments related to the products & Services provided by the
company. For example:Overall Products like HH Appliances, TV, DVD &
BLU-Ray, Cameras etc.
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• Dixons MGMT has received total of 299 Content Related Responses, 104 Complaints, 15 inquiries, 7 Compliments and 1 general content posted by fans.
• On the other side Currys PC World function received 8 complaints, 6 inquiries and 3 Product Request.
Function Analysis
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Dixons MGMTThis Function includes the content that is directly routed to the Management and the core working of the company
for example: Customer Service, Advertising / Marketing, Website , Real Estate etc.
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Dixons Management - Top Categories
Dixons Management - Top Categories
Top Sentiments for the Dixons MGMT function that include Corporate, Store and Online Services. Corporate is further categorized into different Sub-Categories like Advertising / Marketing, Customer
Care and Delivery etc along with discussion topics.
Analysis as follows-- 17
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Corporate - Advertising / Marketing
Corporate - Advertising / Marketing
Top Sentiments for the Corporate - Advertising / Marketing category along with discussion topics; basically, these are content related responses received against Currys PC World Posts.
Snapshots as follows--
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Snap shots by Advertising / MarketingSnap shots by Advertising / Marketing
Positive comment received on above Currys Post
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Snap shots by Advertising / MarketingSnap shots by Advertising / Marketing
Negative comment received on above Currys Post
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Snap shots by Advertising / MarketingSnap shots by Advertising / Marketing
Positive comment received on above Currys Post
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Snap shots by Advertising / MarketingSnap shots by Advertising / Marketing
Negative Sentiments on Sweeps and Promos
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Corporate – Customer CareCorporate – Customer Care
Top Sentiments for the Corporate – Customer Care category along with discussion topics like customer care efficiency and various other inquiries that should route through customer care department.
Snapshots as follows--
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Snap shots by Customer CareSnap shots by Customer Care
Customer Care Negative & Neutral Comment examples
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Top Sentiments for the Corporate – Delivery category along with discussion topics like canceled Order (online or at Store), Product Damaged complaints and concerns related to on-time delivery of products.
Snapshots as follows--
Corporate – Delivery (Online / Store)
Corporate – Delivery (Online / Store)
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Snap shots by DeliverySnap shots by DeliveryD
eliv
ery
rela
ted
Neg
ative
Co
mm
ent e
xam
ples
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Corporate – Overall / Refund & Replacement
Corporate – Overall / Refund & Replacement
Above graph shows the negative sentiments of fans overall experience and complaint related to product refund and replacement.
Snapshots as follows--
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Snap shots by Overall / Refund & Replacement Concerns
Snap shots by Overall / Refund & Replacement Concerns
Negative sentiment examples
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Corporate – Online Services
Corporate – Online Services
Above graph shows the sentiments of fans about customer care experience, On-time deliveries and the performance of Currys PC World website.
Snapshots as follows--
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Snap shots by Online Services
Snap shots by Online Services
Negative sentiment examples
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Store Wise Sentiments
Store Wise Sentiments
Above graph shows the negative sentiments by Store Locations where Worcestershire received maximum negative comments.
Cont…-
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Store Wise Sentiments
Store Wise Sentiments
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Currys PC WorldThis Function indicates the main comments related to the products & Services provided by the company. For
example:Overall Products like HH Appliances, TV, DVD & BLU-Ray, Cameras etc.
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Currys PC World - Discussion Topics & Sentiments
Currys PC World - Discussion Topics & Sentiments
In the above graph, Top Sentiments and Discussion topics for the Currys PC World Function that include products and Services concerns like Pricing Product Quality and Product Selection i.e. varieties of product with appropriate stock.
Snapshots as follows--
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Snap shots by Currys PC World Top Categories
Snap shots by Currys PC World Top Categories
Negative sentiment examples
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Snap shots by Currys PC World Top Categories
Snap shots by Currys PC World Top Categories
Negative & Neutral sentiment examples
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Personalization
Section IV: Profiling
Personalization in a business-to-business setting, or a business-to-consumer setting, is the accommodation of
one another for the continued existence of a satisfactory working relationship. The Social media experience can
be personalized via Customer Profiling and Individual Targeting.
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Top Influencers by Activity
• Yellow lines in the chart above show the user activity while the blue bars represent the user popularity.
• Popularity is measured by the number of likes and comments users received on their posts and comments
• Jo Whitworth was most active from 1st April, 2013 – 15th April, 2013. Next active user was Lily Pawley.
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Top Influencers by Popularity
• Yellow lines in the chart above show the user activity while the blue bars represent the user popularity.
• Popularity is measured by the number of likes and comments users received on their posts and comments
• Lily Pawley was most popular from 1st April, 2013 – 15th April, 2013. Next popular user was Jo Whitworth.
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It gives an overall look over Currys PC’s Fan Demographics
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Overall Twitter
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Distribution of Followers-
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Twitter Followers activity analysis
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Most active Hours for Currys pc world
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SummarySocial media has proved to be beneficial for organizations and everyday hundreds of social media campaigns to attract and retain new and existing customers are being launched.
Appropriate monitoring and well-timed responses to customer queries can turn the entire social media experience around for the customers as well as the organization. Social Media monitoring in fact, acts as a Risk Management tool, enabling the timely response to recover any threats posed to reputation.
Any organization with an online presence needs to monitor social media channels. Everyday thousands of people are talking about your organization and it is important to be a part of the conversation as a proactive measure.
It is also a feedback system, which helps in understanding the shortcomings of various facilities, marketing strategies, and customer service.
A tool such as Socialytics can pick up unstructured user generated data and convert it into reports, leading to improvement and maintenance of stronger customer relations and better brand equity.
For more information please contact: [email protected]
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