This case study for the RTO2 project (Real-Time O2) delves into the different parts of social media monitoring tools and analysis. Presented at MRS Social Media Research Conference 2010 by Francesco D'Orazio, Research Director at Face, and Jake Steadman, Brand and Social Media Insight at O2.

1. from data to insights
building accurate consumer insights from online conversations
francesco d’orazio - research director, head of social media, face
jake steadman - brand and social media insights, O2

2. the business context
1. To plug social media monitoring into the heart of business
and brand planning
2. To help maximise the potential of executions in terms of
Social Networking
3. To understand how we can target media and seed better than
today
4. To help with gaining proactive insight – early discovery of
emerging trends / issues / opportunities
5. Brand reputation management of both consumers and the
media

3. The overriding research objective was to utilise
one tool for Traditional media and Social media,
covering:
1. Media and consumer social media monitoring
2. Buzz monitoring and sentiment tracking
3. Brand reputation management and performance
4. Media performance
5. Messaging success

4. what social media means for research

5. first, understand what users want from the web

6. the web as...
mirror projector construction
from ‘Solipsistic Branding’ | Lawes Consulting | 2007

7. ...now add ‘social data’
identity - who I am
contacts - who I know
activities - what I like

8. ongoing conversations, rather then
Q&A or one-off discussions

9. a window into
naturally occurring behaviors
far less obtrusive
re-introduces social context

10. a real-time stream of data

11. this makes social media
the richest insights field ever

12. for the first time
we can do
qualitative research
on a mass scale!
impressive...

13. but there are still some open challenges:
demographics
geography
sentiment
sources
spam

14. this is why social media analysis is all about...

15. partitioning
reducing complexity hierarchy
independence

16. mining for patterns
decoding the shape of phenomena,
rather then micro values

17. what we did

18. RTO2 is a social media monitoring and
analysis solution designed for O2.
RTO2 it’s software +
strategic consultancy
outputs:
1) bespoke dashboard
2) weekly reports
3) monthly conferencing
4) quarterly workshops

19. dashboard
online DB
web crawler
A live interactive dashboard
generates real-time data
visualization and customized
reports
analytics
A web crawler browses the
World Wide Web searching for
specific key-phrases in a
methodical, automated manner.
It creates a copy of all the
Software analytics tools and
relevant pages and stores them
human analysts process the
in an online database for later
information harvested by the
processing
web crawler in real-time

20. the real-time dashboard

21. real-time tracking and measurement to enable
adaptive brand management

22. visual mining and natural interaction with data
to support pattern recognition
and iterative thinking

23. volumes are nothing without weighting
a channel-specific ‘visibility’
algorithm takes into account
reach, engagement and
features of each message
to assess its ‘influence’

24. human sentiment analysis is key:
we crowd-sourced it
Analysts Company
Benefits of this approach
a) access to a on-demand, 24/7, scalable workforce
b) volumes: thousands of messages analyzed in a few hours
c) lower cost per message coded

25. embedded KPIs tracking
overall volumes
volumes by day
volumes by type
overall sentiment
overall visibility
visibility by day
visibility by type
qualitative visibility

26. outputs

27. volumes/day

28. volumes/share of voice

29. volumes/channel

30. volumes/reactivity

31. visibility

32. visibility / bands

33. sentiment

34. qualitative visibility

35. topics/wordclouds

36. topics/treemaps

37. trending topics / strata

38. brand social graph

39. influencers

40. geography

41. from data to insights

42. the
analysis funnel POLLS packaging PICTURE
looks cool
CHAT but... love this
did you ad...
hear saw
BLOG that.. this on
fb this is
VIDEO cool.
check .
this out
on
ac
FACE
acti
web scan
tio
n
targeted monitoring FACE
Human-coded
feedback feedback
noise reduction Software-coded
Human-coded
refined mentions
Software-coded
feedback analysis feedback
FACE
reporting

43. step #1
landscape
summary of the most
important data for any
specific search

44. step #2
leads
identify the leads
that might be
pointing towards
relevant phenomena

45. step #3
drill-down
different types of
leads require
different types of
drill-down action

46. step #4
events
explain what
caused a specific
phenomenon

47. tactical
“reactions show that speed is not the main concern and
there is a solid audience for propositions that are
tailored on usage levels”
step #5 “identify the most influential sources that have been
insights discussing the topic and engage them about the launch
of the new broadband packages”
strategic
“providing original research-based information which
sources and users can embed within their contents
drives high profile mentions and viral engagement”

48. bring together events + insights in a
comprehensive trend that tells the story of
step #6 the brand over a specific period of time
trends
+
models
identify recursive patters and suggest actions
which will cause a trend to emerge again

49. it’s new and exciting,
and we are already using it:
insight/innovation: topic-trend exploration
brand/pr: brand reputation - share of voice
brand/pr: wider landscape
brand/advertising/pr: product/service/campaign tracking
customer care: targeted customer engagement / social CRM

50. but there are immediate practical challenges:
1) Key word search continuity
2) Scale
3) Education/training

51. thanks
@abc3d
francesco@facegroup.co.uk