Marshall Sponder presented on synthesizing social media analytics using Synthesio. He discussed challenges in implementing analytics, identifying stakeholders and use cases, and selecting the right platforms. Synthesio was presented as a full-service platform that can address consumer research, PR monitoring, and social campaigns use cases. It was shown to provide brand analysis, sentiment analysis, market research and competitive insights through features like influencer identification and international monitoring. A case study of Accor Hotels using Synthesio was discussed, showing how it helped increase customer satisfaction and online reputation through customized dashboards and cross-analysis of social and internal data.

1. Synthesizing Social
Media Analytics
with Synthesio
Marshall Sponder
WebMetricsGuru INC
London, January 25, 2012
@TheHospitalClub

2. An Introduction
Marshall Sponder is the Author of the McGraw-
Hill book, Social Media Analytics, he is
independent Web analytics, data and SEO/SEM
specialist working in the field of market
research, social media, networking, and Outbound
Communications.
Marshall’s blog is http://www.webmetricsguru.com
and book site is http://www.smabook.com

3. Challenges to Getting
Analytics
Implemented Well

4. Getting it Right
Selecting the best platform, processes and
people are crucial to “getting it right”.
Should you choose wrong (as too often
happens), your projects will fail to deliver
the desired results.

5. SMM can be visualized as a 3 Stage
Continuous Process

6. Success comes partly from
your Organizational DNA

7. Social Media DNA has a lot to do
with making the right choices
Each business
should choose their
use cases, with
disparate needs
from various
stakeholder planned
for in advance.

8. Before Strategy there is Self Knowledge
Company

9. Who are the Stakeholders?

10. Circa 1957 - 2012
1957 – Radioactive Mutant
Killer Crabs absorb the minds of
their victims in fictional movie.
Today – Many companies
believe, that by hiring smart
people, they are “absorbing”
their knowledge.

11. Identify the Right Firms & Platforms to
Consider

12. Social Isn’t Just One Thing
No platform does it all so
how to even begin to choose?
Care of Gary Angel – Semphonic.com

13. Each Use Case may require a Unique Tool
Operational
Metrics
Advanced
NLP Analysis
Listening &
Influence
Categorization
Leading to
integration issues
impacting the
quality of your
results
Customer Listening &
Data Web
Integration Analytics
Engagement Care of Gary Angel –
& Attrition
Semphonic.com

14. Free tools help you get your monitoring feet wet,
but can’t provide a complete, dependable solution

15. Synthesio also introduced the idea of
monitoring for “brand type”
Each type of
Brand has
different
monitoring and
Analytics
needs

16. 3 Use Cases

17. Where do you want to go?
Consumer PR Monitoring Social
Research & Support Campaigns
Listening for Listening and Automating of
Insights Engagement the engagement
Social Media Traditional
Coverage* Media Workflow
Coverage*
NLP (machine Influencer Operational
learning) Identification Metrics
Rich Topic
Categorization Low-Latency
Categorization
Care of Gary Angel – Semphonic.com

18. )
Example: Customer &
Market/Product Research
1
Speed
Style
0.5
Screen Res. Form Factor Hardware
Gameplay Media Use
Integration
0 Apps OS
0 500 1,000 1,500 2,000
Connect
Screen Size Price
-0.5
Reliability
-1
Care of Gary Angel – Semphonic.com

19. Example: Monitoring

20. Example: Social Campaigns
Care of The New York
Times

21. Use platforms that complement each other
Care of Gary Angel – Semphonic.com
Full Service

22. 4 Types of Social
Media Analytics
Platforms

23. Self-serve
Hybrid
Full-service

24. Differences
between tools

25. Platform Definitions
• Self serve – Brandwatch, Radian6, Alterian SM2, etc.
• Full service –Synthesio, Converseon, Integrasco,
Brandtology, etc.
• Hybrid – Additional Reporting included with Self Serve.
• Internal – Some companies build their own listening and
analytics platforms for internal/private use.

26. But, you need a good data sample
Read more: http://www.webmetricsguru.com/page/4/#ixzz1ewWAjXpj
Under Creative Commons License: Attribution

27. Mature Organizations Can Profit From Social
Technologies; Immature Groups may not
Source: Collective Intellect

28. Social Analytics Used For …
Brand Analysis &
International
Market
Brand Sentiment monitoring Research
Industry and + - Influencer
competitive Sentiment Identification
Research Analysis

29. Identifying Influencers – Synthesio Rank

30. Sentiment Analysis –overall and Granular

31. Brand Analysis and Brand Sentiment

32. Market Research

33. Competitive Research and SOV

34. International Monitoring

35. Synthesio Case Study of Accor Hotels
as published in Social Media Analytics
• 90 countries
• 145,000 affiliates
• 4,100 hotels and close to 500,000 rooms
• The group’s brands offer various options to suit guests
staying with them for either business or pleasure.

36. Cross-analyzing social media results
with internal data
• Synthesio worked with the Accor corporate marketing
team to define a tool that analyzes Internet user
satisfaction throughout all stages of a guest’s stay.
• Synthesio’s results are systematically cross-
analyzed with other internal indicators of quality
such as online customer satisfaction surveys and field
tests.

37. Goals of the measurement campaign
•Short term goal -> Raise Awareness and
Measure Customer Satisfaction (3 mo.)
•Mid term goal -> Identify Best Practices
(1yr)
•Long term goals -> Improve Customer
Satisfaction (ongoing)

38. Custom KPI’s
Definition of custom
KPIs, and
dashboards for each
level of hierarchy.
Detection of 30
topics and sub-topics
to monitor and
analyze in partnership
with the customer
service department.

39. Success of the Campaign
• Factor 1 - Start Small - Think Big - We started
Accor’s project with a small set of hotels, with the idea of
proof-testing our service to implement it globally.
• Factor 2 – Get Commitment From Internal Teams - The
corporate team at Accor worked closely with Synthesio to define the
service, and customize it to their needs.
• Factor 3 – Keep it simple - When working on global projects like
this, there is a tendency to build complicated processes to match
everybody’s needs.

40. Key Performance Indicators CSAT
Hotel Rank Per 1 Rank Per 2 Avg Per 1 Avg Per 2 Trend
Hotel A 5 1 60 100 Up 40%
Hotel B 1 2 81 83 Up 2%
Hotel C 6 4 69 75 Up 75%
Hotel D 4 5 72 69 Up 3%
Hotel Before Arrival Food and Activities Leaving
Arrival Beverages
Hotel A 100 100 100 0 0
Hotel B 97 84 85 57 67
Hotel C 100 100 100 0 100
Hotel D 83 82 0 0 0

41. Quality Control Measures
• Automated monitoring to control at site level, and hotel level,
Team is alerted whenever a change appears on the content
harvested.
• Qualitative check On a regular basis, quality project leaders
work on a sample of data previously analyzed by researchers, and
confirm the quality of the data set.
• Client’s comments on each dashboard, the client (hoteliers or
brand managers) can alert Synthesio of a wrong classification
(topic, sentiment).

42. Issues encountered
• For Synthesio the main challenge was data extraction.
• For Accor it involved internal clients in the process.
• For both, the Cultural, semantic and cross-usable data presented
numerous challenges. (re: cultural DNA of the company)
• Semantic tools can only be used for a broad top-line analysis.
The 30 topics analyzed in 8 languages needed a human
understanding.

43. Issues that arose
For Synthesio: Staffing or communications
challenges (internal or with client).
• Staff to handle 30 languages
• 3 months of R&D to figure out how to pull and assemble data
•For Accor: the main obstacles were corporate buy-
in at all levels and education. Also, lack of a
Road Map, at the beginning of the project.

44. Main Findings and Benefits
Accor solved the following problems:
• Detecting hotels with a bad reputation and alert
hoteliers on the importance of customer
satisfaction.
• Finding new insights.
• Increasing overall online reputation by 55%.

45. Conclusions been
• Accor brands’ customer satisfaction has
increasing steadily over the past 2 years.
• Within the group, the Novatel brand has seen the
volume of positive feedback increase by 55% in just 1
year, while the number of negative comments has
stagnated.
• The brand has also been able to quickly identify and
resolve customer issues that used to be difficult to
understand.

46. One Picture – 1000 Words

47. Conclusion
Through it’s offerings Synthesio
successfully addressed and solved a
familiar issue with SMA -
That A lot of work is required to
turn exploratory data from Social
Media into something tactical and
actionable.
Synthesio Delivered

48. Questions?
•Questions from the audience

49. Future
plays in
this space?
Read
CH 12
and
Webmetricsguru.com

50. http://www.smabook.com
• Marshall Sponder
• WebMetricsGuru INC.
• www.smabook.com
• www.webmetricsguru.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook

51. Thank You