social media e web monitoring -...
TRANSCRIPT
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Social Media e Web Monitoring
Dall’analisi dei dati agli actionables
MASSIMILIANO SPAZIANI BRUNELLA
EMANUELA ZACCONE
ROMA, 3 DICEMBRE 2013
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L’Italia sui Social: giugno 2013
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>23 milioni di utenti
4 milioni di utenti attivi
>3,5 milioni di utenti
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La presenza su Web e Social di un brand deve
essere finalizzata ad accrescerne la
REPUTAZIONE, a stabilire un
DIALOGO con la propria community e
a costituire un canale efficace per le proprie
STRATEGIE di comunicazione e
marketing (anche per il Social CRM)
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Brand e Social Media
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Dalla complessità al cambiamento
Dramatic Shift in Marketing Reality (Scholz & Friends)
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Dal Social al Monitoring
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Qu
anti
tati
ve
Growth metrics
Engagement metrics
Qu
alit
ativ
e
Identities
Behaviours
Pre
dic
tive
An
alyt
ics
Time series analysis
User profiling
Dagli Analytics 1.0 agli avanzati
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Il Social Media e Web Monitoring
In/out of properties
Industry
Social CRM
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Ascolto e azione: 5 regole
1. NO A SEMPLICI STATISTICHE Indicatori quantitativi vs. qualitativi
2. I DATI VANNO SEMPRE TRADOTTI IN ACTIONABLES
Il monitoring deve innescare processi di tipo circolare
3. SOCIAL NON SIGNIFICA IMPROVVISAZIONE Coerenza con mission e strategie aziendali
4. ANCHE I COMPETITORS SI MUOVONO: COME?
Individuare metriche comparabili
5. PREVENIRE È MEGLIO CHE CURARE Un processo strutturato di ascolto può migliorare il
crisis management
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Circolarità dei processi
• Strategie di presenza su
Social e Web
• Investimenti
• Alert
• Sentiment analysis
• Influencers –Ambassadors vs detractor
• KPI
• Benchmark
• Dinamiche di rete (SNA)
• Social Media
• Web
• Blog
• Siti di news
• Forum Ascolto Analisi
Azione Reazione
Report
Report Dashboard
Strategy
Account Keywords
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I casi Gatorade e Telecom Italia
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I Social Media Command Center • Diverse imprese hanno costituito dei
Social Media Command Center allo scopo di: – monitorare le conversazioni sulle proprie
properties – migliorare la relazione con il cliente e la
sua soddisfazione – stabilire delle guidelines di azione del
brand sui SM – Identificare insights rilevanti di ricerca sui
SM – Gestire le crisi
► Intel “Social Media
Center of Excellence”
► SM playbook
► Dell ha costruito un
“Social Media
Listening Command
Center”
► Gatorade ha attivato
una facility di
“Mission Control”
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La Reputation Monitoring Room di Telecom Italia
La Reputation Monitoring Room –
attiva da 2011 – è una facility di
monitoring real time, focalizzata su
analytics di tipo quantitativo e
qualitativo. Monitora tutte le
conversazioni legate al Gruppo che
si sviluppano su canali property,
blogs, forums, news websites,
aggregatori e Social Networks
La Reputation Monitoring Room
valuta l’efficacia di eventi ed
iniziative anche attraverso la
comparazione con i competitors
Corporate Communication - Corporate Identity, Ricerche & Digital Communication
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~2.200.000 fans
~500.000 followers
~7.400 channels subscribers
Il Web e Social universe di Telecom
~115.000 +1 or in circles
~550 followers
Corporate Communication - Corporate Identity, Ricerche & Digital Communication
~2.500.000 UV
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Cosa facciamo? Un processo ricorsivo INPUT TOOLS OUTPUT
Sources Data Collection Storage & Analysis Alerting & Reporting
TI Properties
Blogs
Forums
SNs
Community
News websites
Software
Research
Performance of TI and competitors
Specific initiatives/campaigns
Benchmark & Market research
Crisis management
Activate action plans to reduce response time
Press office
Community managers
Evaluate economic investments and
communication strategies before, during and
after events
Improve our activities on-the-go and
reallocate investments as needed
Conjugate online and offline analyses in a
unique analysis framework
REPORTS
REALTIME
ALERTING
OUTPUT
INTEGRATED ANALYSIS MODEL
KPIs
Corporate Communication - Corporate Identity, Ricerche & Digital Communication
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Esempi di metriche
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Questione di metriche Le principali tipologie di indicatori
quali-quantitativi cui fare riferimento
rientrano nelle seguenti macro-aree:
Volumi
Identità
Sentiment
Strategie
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Analisi quantitativa: i volumi
MONITORAGGIO
CRESCITA FACEBOOK FAN
BRAND E COMPETITORS:
variazioni nel numero di fan delle
pagine corrispondenti al brand e
ai competitors
MONITORAGGIO CRESCITA TWITTER FOLLOWERS BRAND E COMPETITORS: si terrà
conto delle variazioni nel numero di followers propri e dei competitors
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Analisi quantitativa: engagement ANALISI MOST MENTIONED ACCOUNTS
PRINCIPALI HASHTAG: Monitorare gli hashtag
connessi ad un determinato set di keywords
significa capire quali temi o eventi polarizzano
l’attenzione e sono più discussi
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Misurazione delle performance
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Le identità (engagement rate)
ENGAGEMENT RATE BRAND E
COMPETITORS: quali utenti
interagiscono maggiormente con
la fan page o l’account Twitter
proprio e dei competitors
REACH E IMPRESSIONS
AUTORI UNICI (commenters,
tweeters)
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L’identificazione delle personalità
più rilevanti intorno a temi specifici
ha un DUPLICE VANTAGGIO:
consente di comprendere su quali
temi si sviluppano le conversazioni
permette di stabilire eventuali
contatti con gli influencers,
rendendo più efficaci le proprie
attività di comunicazione
LISTA INFLUENCERS, ambassadors vs.
detractors
Le identità (influencers)
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Sentiment analysis Questo tipo di analisi consente di valutare
non solo i volumi di contenuti generati dagli
utenti ma anche di dare una PONDERAZIONE
QUALITATIVA dei singoli contenuti e quindi di
restituire una più concreta valutazione
Non tutti sono uguali: bisogna imparare a
DISTINGUERE LE VARIE IDENTITÀ attribuendo
loro un peso differente
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Content analysis Qual è l’engagement generato dalle varie
TIPOLOGIE DI CONTENUTO pubblicate sui canali
Social ?
Come OTTIMIZZARLO?
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ITALIA2013
Volumes
Contents
Identities
Strategies
>4M TWEETS
TECNOLOGIA
PROPRIETARIA =
FLESSIBILITÀ
Il caso Italia2013
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A sexy job
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“The sexy job in the next 10 years will be statisticians” (Hal Varian, Google Chief
Economist )
• The ability to take data - to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it's going to be a hugely important skill in the next decades, not only at the professional level but even at the educational level for elementary school kids, for high school kids, for college kids. Because now we really do have essentially free and ubiquitous data. So the complimentary scarce factor is the ability to understand that data and extract value from it.
• I think statisticians are part of it, but it's just a part. You also want to be able to visualize the data, communicate the data, and utilize it effectively. But I do think those skills - of being able to access, understand, and communicate the insights you get from data analysis - are going to be extremely important. Managers need to be able to access and understand the data themselves.
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“Data Scientist: The Sexiest Job of the 21st Century” (Harvard Business Review,
Ottobre 2012)
• More than anything, what data scientists do is make discoveries while swimming in data. It’s their preferred method of navigating the world around them. At ease in the digital realm, they are able to bring structure to large quantities of formless data and make analysis possible.
• They identify rich data sources, join them with other, potentially incomplete data sources, and clean the resulting set”
• In a competitive landscape where challenges keep changing and data never stop flowing, data scientists help decision makers shift from ad hoc analysis to an ongoing conversation with data.
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Dall’analista dati / statistico al Data Scientist - L’evoluzione della specie
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L’evoluzione della specie - 2
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Altri case studies
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Case #2: IBM Slam Tracker
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Case #3: Alcohol Analytics
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Modelli
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► Volatility / Search volume correlation
Esempio di modello econometrico
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I modelli basati su agenti
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Persone, dati, comportamenti
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SNA: rete mention implicite
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SNA: rete mention esplicite
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On – offline
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Google Trend – Advertising ► ADV/ search volume correlation
Offerta 1
TV**
Affiss.
Quotid.
Offerta 2 TIM
Offerta 2 Competitor
TV**
Quotid.
Period.
Affiss.*
Web*
TV*
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Studi di correlazione
• Tweets volume vs. TV audience
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Modelli di tipo seasonal AR che includono variabili relative al livello di interesse online tendono a migliorare altri modelli che escludono questi predittori tra il 5% e il 20%. In questo caso: L’R2 passa da 0.7185 (Adj R2: 0.7111) a 0.8179 (Adj R2: 0.808) Il MAE passa da 6.34% a 5.66%
Google Trend – Vendita automobili
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Twitter e le elezioni politiche
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Google Trend – applicazione finanziaria
► Volatility / Search volume correlation
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voume insight news ritasum
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Big Data
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Big Data Market
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Big expectations?*
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*Fonte: Gartner, 2013 Emerging Technologies Hype Cycle, Agosto 2013
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Oltre la data analysis
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La Data Analysis è solo una parte del data workflow
Dati non strutturati vs. strutturati
Data engineers vs. Data scientists
Trends:
>Data viz
>Cloud computing
*Fonte: O’Reilly Strata
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Il datawarehouse
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Le trappole
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CONFIRMATION BIAS
IRRILEVANZA
CAUSA VS. CORRELAZIONE
SIGNIFICATIVITÀ STATISTICA
AZIONE VS. INTENZIONE
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5 *Altri casi qui: http://bit.ly/BigDataPitfalls