3. PNERN ASAVAVIPAS (Nern)
CEO & Co-Founder
@ OBVOC
Education
- B.A. Economics, Thammasat University
Experiences
- 6 years in Social Listening & Analytics
17. Measuring the Effect of Marketing Efforts
Brand Perception: Advocacy Intent to Purchase
Brand
Perception:
Positive
Reputation
Brand
Perception:
Negative
Reputation
Marketing Efforts
Source: Crimson Hexagon
18. Measuring Consumer Exposure to the Brand
Opening of Nespresso boutique
store in San Francisco
Airing of commercial featuring
Penelope Cruz and Lana Del Rey
Beginning of “Pop Up” events at
America’s Cup, SXSW, and cities
throughout the US
Source: Crimson Hexagon
22. Driving Consumer Purchase Intent
The “pop-up” events increasing from 3% to 21% over the same time period.
Source: Crimson Hexagon
23. Key Takeaway
Source: Crimson Hexagon
With actionable insights, Nespresso could learn from a targeted campaign, monitor efforts to learn what
marketing events worked and engaged their target audience, and build a global strategy for the future.
As with Nespresso, social insights enable any brand or agency to:
1. Know where to reach new and relevant customer segments and what messaging will most
effectively engage them.
2. Track specific campaign efforts and customer interaction with them, to know what worked.
3. Categorize and measure customer interaction to learn about brand perception, method of
exposure, and future opportunities for engagement.
4. Identify key areas of success and quantify return on investment through changes in intent to
purchase and competitor benchmarking.
31. PUTTASAK TANTISUTTIVET (TOR)
Senior Data Research Analyst
@ THOTH ZOCIAL
Education
- B.Sc. Electronics Engineering, KMITL
- M.Sc. Business Administration (Marketing) , NIDA
Experience
- Social media strategy
- Digital Project Planner
- Content Strategy
- Data Research and Analyst
- Speaker @Young Data Scientist, J.Walter Thomson,
Nitade Chula
35. Data Team
Data Collecting
(Raw Material)
Data Processing
(Cooking)
Delivering Insight
(Decorate and Serve)
- NLP
- Text Mining
- Categorize
- Cleansing Data
- Association Rule
- Correlation
- Classification
- Clustering
- Timeline Analysis
- Data Warehouse
- Database
- Sourcing
- Social Media
- Data Hacking
- Tools
- Presentation
- Paper
- Research
36. Social Media Data Process
Delivering InsightData Collecting Data Processing
37. Social Media Data Process
Delivering InsightData Collecting Data Processing
38. 2.5 Billion Talks
On 2016
~ 5 Million Talks every day
~ 5,000 Talks every minute
~ 80 Talks every second
39. Data Collecting.
- Millions Millions message per month (and Very fluctuate)
- Depend on platform, Always Change!
- Junk Source and Data
- Data Limitations
- Both Structure and Unstructure Data
- Varieties type of Data (Text, Video, Image, Numbers)
- Coverage VS Accuracy
40. Social Media Data Process
Data Collecting Data Processing Delivering Insight
41. Data Processing.
- Natural language
processing
- Text Mining
- Cleansing Data
- Categorize
- Association Rule
- Correlation
- Classification
- Clustering
- Data Modeling
61. Social TV Rating
- Data ชุดไหนบน Social Media ที่เปนตัวแทนของ Rating?
- คา Video View?
- คา Voice ที่พูดถึงรายการนั้น?
- คา Engagement บน Video?
- จัดความสําคัญระหวางขอมูลของ Live Video กับ VOD ยังไง?
- จะใชคา FB Video หรือ Youtube Video หรือรวมกัน?
- Facebook Live คือ Time Base หรือ VOD?
- จะเอา Voice เปน Rating หรือเปน Amplifier?
- แลว Sentiment หละ??
- คาบางคาไมสามารถเก็บได
73. 1. Engage with higher position as much as you can.
2. Start with small and build their trust.
3. Be careful your jargon words.
4. Keep learning on your fields.
5. Talk less and show more.
Key Takeaway
76. Ways to apply Social Media Data
นมผง
อึ
ราคา
แบรนด
Use Correlation Technique
MOM’s Insight
77. Ways to apply Social Media Data
Answer : 33% ซื้อ, 31% รอ, 21% เดิน, 21% กิน
Store Visit #1 : { “ ไป + x ”... store } (Use Association Technique)
Question : ลูกคาไปทําอะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at store.
Identify “ไป” and adjacent keyword.
78. Ways to apply Social Media Data
Store Visit #2 : { “ ไป + ซื้อ + x ”... store }
Question : ลูกคาไป “ซื้อ”อะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at
store. Identify “ไป+ซื้อ” and adjacent keyword.
Answer : 12% โคก, 10% ไข, 77%
79. Ways to apply Social Media Data
Store Visit #2 : { “ ไป + ซื้อ + x ”... store }
Question : ลูกคาไป “ซื้อ”อะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at
store. Identify “ไป+ซื้อ” and adjacent keyword.
Answer : 12% โคก, 10% ไข, 77% แม
80. Ways to apply Social Media Data
แฟน
ความ
ปลอดภัย
Condo Insight
81. Ways to apply Social Media Data
แฟน
ความ
ปลอดภัยเมียCondo Insight
82. Ways to apply Social Media Data
“หนากาก XXX”
Followed by
“Superstar name”
88. Ways to apply Social Media Data
Traditional Ads Targetings Ads Personalized Ads
Improve way to advertising
89. Ways to apply Social Media Data
CHATBOT
Application and interface (Input)
Natural language processing (NLP)
Intelligent search
BOT knowledge
Keyowords/Pattern matching and sorting
Ontology PlatformDictionary
Conversational AI
