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Case Study: Social Media Analytics of a Social Network

Case Study: Social Media Analytics of a Social Network

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Created a multi-channel, network-wide social media tracking system that allowed for self-serve research as needed.
Created a multi-channel, network-wide social media tracking system that allowed for self-serve research as needed.

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Published by: Collective Intellect on Mar 02, 2011
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Project  Highlights   Goal  –  Created  a  multi-­‐ channel,  network-­‐wide   social  media  tracking   system  that  allowed  for

  self-­‐serve  research  as   needed.   Results  –  Social  media   analytics  validated  more   traditional  rating  feedback   and  allowed  for  more   comprehensive   understanding  of  audience   viewing  preferences.  

Our  Client’s  Goals  
Collective  Intellect  (CI)  collaborated  with  a   Media  &  Entertainment  (M&E)  partner,  to   create  a  comprehensive  tracking   methodology  for  each  of  its  online   properties.    This  major  cable  network  owned   and  managed  multiple  channels  and  brands   and  needed  to  be  able  to  monitor  and   compare  performance  indicators  over  time   and  against  competitors.    The  approach   would  also  require  a  self-­‐service  component   that  allowed  for  easy  access  to  deep  and   penetrating  customer  insights.    

Results  

CI’s  Television  Viewing  Intention  (TVi)   methodology  enabled  on-­‐going  tracking  of  key  social  media  metrics  and   mapped  these  indicators  to  more  traditional  ratings.  This  composite  of   traditional  and  social  media  ratings  provided  a  more  accurate  understanding   of  customer  preferences  and  viewing  intentions.    Social  media  analysis  was   able  to  validate  traditional  rating  trends  to  better  inform  overall  business   strategy.      

2040 14th Suite 200

Boulder, CO 80302

720-259-3060

http://www.collectiveintellect.com

 

How  CI  Approached  the  Project  
Working  with  our  client,  CI  first  determined  where  along  the  social  media   maturity  curve  the  client  organization  was  located.  Together,  we  concluded   that  their  initial  business  goals  could  be  met  by  applying  a  combination  of   Social  Presence  &  Social  Research  methodologies  and  tools.     CI  implemented   Television   Viewing   Intention  (TVi)   to  create   categorization   agents  for  every   network,   competitor,  and   program.  TVi’s   semantic  filter   automatically   adjusts  for   ambiguous  titles   and  assures  a   comparable  set   of  shows.  Relying  on  Boolean  or  keyword  technology  in  the  form  of  simple  of   filters  would  not  have  been  as  effective  or  produce  as  accurate  results.  CI’s   solution  addresses  the  inaccuracy  and  bluntness  of  keyword  search  through   the  use  of  latent  semantic  analysis  (LSA).  By  using  semantic  filters,  CI  is  able   to  isolate  and  categorize  content  and  select  conversations  based  on  their   meaning.  The  resulting  data  is  more  relevant  and  pertinent  to  a  research   query,  which  is  a  critical  component  of  social  business  intelligence.     The  next  step  was  to  use  CI:Insight  to  create  a  reporting  schedule  that  allowed   for  self-­‐service  analysis.    Working  collaboratively  with  the  client,  a  social   media  analytics  process  was  configured  to  allow  for  ongoing,  repeatable,  and   scalable  access  to  customer  insights  and  preference  in  real  to  near  real-­‐time.    
2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 

Suggested  Next  Steps  
As  businesses  move  along  the  social  media  maturity  curve,  their   understanding  and  integration  of  social  media  data  evolves.  Companies  at  the   Social  Research  phase  are  not  only  actively  engaged  with  their  customers  but   are  beginning  to  include  customer  input  to  help  drive  product  development,   communications,  activation,  sales  and  strategic  partnerships.     We  recommend  that  this  client  begin  to  feed  social  data  analytics  into  a   dynamic  dashboard  to  replace  monthly  updates.    This  improvement  would   allow  the  client  to  track  its  shows  in  near  real-­‐time,  enabling  for  crisis   management,  course  correction  or  the  development  of  new  initiatives  to   respond  to  unexpected  customer  insights.    

Our  Semantic  Methodology  
Collective  Intellect  uses  semantic  technology  based  on  Latent  Semantic   Analysis  (LSA)  to  expose  latent  contextual-­‐meaning  within  a  large  body  of   text.  Sophisticated  language  processing  is  the  critical  foundation  for  successful   social  media  analysis.  Accurate  insights  of  consumer  conversations  that  are   repeatable,  scalable  and  consistent  can  only  be  achieved  using  technology  that   is  able  to  categorize  enormous  volumes  of  social  media  conversations  for   customer  preferences,  intent,  demographics,  even  sentiment.        

CI  Services  &  Tools  Used  on  Project  
CI:Insight  -­  provides  multi-­‐dimensional  analysis,  blended  qualitative  and   quantitative  analysis,  demographics  and  psychographics  analysis,  in  an   integrated  consumer  conversation  analytical  hub.   CI  Learn  (i.e.  TVi)  -­  supports  clients  with  a  wide  array  of  full  service,   customized  social  media  research  deliverables  that  uncover  valuable   insights  into  consumers’  unprompted  and  unbiased  thoughts,  opinions,   considerations  and  preferences  that  they  express  in  social  media   conversations.      
2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 

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