Brand Reputation in Social Media: Linked2Media Requirements and Use Cases

1. Brand Reputation in Social Media:
Linked2Media Requirements Analysis & Use Cases
Evangelos Kalampokis
Linked2Media Workshop
Bucharest, March 14, 2013

2. Content
• Social media and brand reputation
• Linked2Media project
• Requirements identification methodology
• Questionnaires results
• Linked2Media platform’s requirements
• Linked2Media platform’s functionality (Use Cases)
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3. • Officially, “Social media refers to the means of interactions
among people in which they create, share, and exchange
information and ideas in virtual communities and networks”
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4. Social Media is a conversation, in which you share
thoughts, opinions and content…
supported by online tools.
http://www.flickr.com/photos/yourdon/3088582622
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5. Like these…
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6. But also platforms like these…
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7. Why
Should
Companies
Care
http://www.flickr.com/photos/horiavarlan/4273168957
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8. EU Social Media Penetration
• In the EU
 76% of households have Internet access
 52%of internet users post messages to
Social Media.
• In Romania
 54% of households have Internet access
 48% of internet users post messages to
Social Media
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9. Facebook Statistics*
 Facebook monthly active users
total nearly 1.06 billion
 Facebook daily active users were
618 million
 2.7 billion average daily likes
 20 minutes average time spent
per visit
 17 billion location-tagged posts
and check-ins were logged in
2012
* Facebook Reports Fourth Quarter and Full Year 2012 Results
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10. Twitter statistics
 There are 175 million tweets sent from
Twitter every day in 2012
 32 percent of all Internet users are
using Twitter
 11 accounts are created every second
on Twitter
 50 percent of Twitter users are using
the social network via mobile
http://www.flickr.com/photos/hopefoote/2970852668
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11. LinkedIn statistics*
 LinkedIn has 200 million
members
 Turkey is in the fastest
growing countries
 Approximately 2 members
per second join LinkedIn
 2.8 million companies have
a page on LinkedIn
 HP recently crossed 1
million followers on LinkedIn
*http://blog.linkedin.com/2013/01/09/linkedin-200-million/
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12. Brands in Social Media
• 2009*
 19% of tweets contain mention
of a brand
 Of the branding tweets, nearly
20% contain some expression
of brand sentiment
• 2012 (from UK accounts)**
 3.6% of tweets contain brand
mentions
 12,600 tweets per minute
mention brands
*Jansen, B.J., Zhang, M., Sobel, K., &Chowdury, A. (2009). Twitter power: Tweets as electronic
word of mouth. Journal of the American Society for Information Science60, 2169-2188.
**Brandwatch (2013). The Twitter Landscape: The changing shape of brands, consumers and
the social web. Available at: http://www.brandwatch.com/wp-content/uploads/2013/02/Twitter- http://www.flickr.com/photos/clry2/2294901114
Landscape-2013-Extended-Version.pdf
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13. Understanding Consumer Opinions
*Aaker, D.A., 1991, Managing Brand Equity, New York, NY: The Free Press.
**Keller, K.L., 1993, Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, vol. 57, no. 1, pp.
***Morgan, R.M. and Hunt, S.D., 1994, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, vol. 58, no. 3, pp. 20-38.
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14. http://www.flickr.com/photos/stuckincustoms/4286568923
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15. http://www.flickr.com/photos/13709576@N03/2552190638
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16. http://www.flickr.com/photos/clairity/152421481/
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17.  On average only 3% of tweets
referencing companies carry
the @ symbol
 56% of customer tweets to
companies are being ignored
http://www.flickr.com/photos/goorigami/5863325404
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18. Helping SMEs to monitor and manage their brand
reputation in Social Media!
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19. Linked2Media Requirements
• Requirements Identification
 Questionnaires
 Interviews
 Scientific literature review
 Software tools review
 Workshops and usage scenarios
• Requirements homogenization
• Requirements prioritization
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20. Questionnaires
 233 SMEs
 4 countries (Turkey, Bulgaria,
Greece, Spain)
 3 main market sectors
(tourism, footwear, food/drink)
http://www.flickr.com/photos/tupwanders/82946852
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21. Interviews
• 13 interviews with SMEs
 One Turkish SME from tourism
sector
 Nine Spanish SMEs from the
footwear sector
 Three Greek companies (two
SMEs and one large enterprise)
from the food and beverage
sector
http://www.flickr.com/photos/fotografeleen/8033518698
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22. Literature Review
 Scientific articles that analyze
Social Media content related to
brands.
 We finally identified 41 relevant
articles.
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23. Software tools review
 Identified and analyzed 40
relevant tools.
 The main functionalities of
the tools were identified and
categorized.
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24. User requirements workshop
 Took place in Thessaloniki,
Greece during the 2nd
Linked2Media Meeting.
 A number of usage scenarios
were identified for the different
market sectors.
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25. Results
 Questionnaire results
 Requirements of the Linked2Media platform
 Functionalities of the Linked2Media platform
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26. • SMEs from 3 market sector
 Footwear
 Tourism
 Food/Beverage
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27. 100%
Importance of Marketing Related Activities
90%
80%
70%
60%
50%
40%
30%
20% Unimportant
10%
Important
0%
To gather To contact To reward To engage
opinions customers customers customers
with the
company
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28. Techniques for Gathering Customers Feedback
Monitoring the Web
Monitoring Web platforms
Monitoring Social Media
Web-based surveys via e-mail
News indexing service
Focus group or customers roundtables
Call customers after purchase
Telephone surveys
Mail surveys
Customer comment cards
On-site surveys
0% 10% 20% 30% 40% 50% 60% 70% 80%
Already used Willing to pay
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29. Current Use of Customers Feedback
80%
70%
60%
50%
40%
Rarely
30%
Often
20%
10%
0%
Product Communication Selling strategy R&D
development
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30. Importance of Social Media
8.58% 7.73%
No answer
Important
Not
Important
83.69%
Existing Accounts in Social
Media
20.60%
At least one
account
No account
79.40%
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31. Existing Social Media Accounts
80%
70%
60%
Facebook
50% Twitter
40% Flickr
FriendFeed
30% LinkedIn
20% Bebo
I-Meet
10%
0%
Social Media
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32. 60%
Activities through Social Media
Rarely
50%
Often
40%
30%
20%
10%
0%
Provide Promote Collect Collect Interact with Monitor
Information Company Opinions Opinions Customers Competitors
about about
Company Industry
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33. Functionalities about Online Opinion Collection
70%
60%
50%
40%
30% Unimportant
Important
20%
10%
0%
Opinions from Monitoring Participation in Sentiment
different Social Conversations Conversations Analysis of
Media Opinions
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34. Requirements
• 6 Categories:
 Reputation Monitoring Requirements
 Data Analysis Requirements
 Visualization Requirements
 Reputation Management Requirements
 Collaboration Requirements
 Notification Requirements
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35. Reputation Monitoring
R.1 Reputation Monitoring Requirements
1.1 Searching multiple Social Media for mentions according to user-defined
search terms (e.g. search for mentions about a brand, a market sector, a
location)
1.2 Supporting multilingual search in the participants’ languages (i.e.
Turkish, Bulgarian, Spanish, Romanian, Greek, Italian) and in
English, German and Russian
1.3 Filtering the search results according to multiple criteria such as Social
Media, language and location
1.4 Storing of search queries
1.5 Provision of links to the Social Media, where the original post has been
published
1.6 Anonymizing collected data
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36. Data Analysis Requirements
R.2 Data Analysis Requirements
2.1 Calculation of statistics on mentions
2.2 Measurement of a post’s sentiment
2.3 Measurement of the online brand reputation
2.4 Collection of demographics and geographic distribution of the customers
2.5 Identification of hot topics related to a brand or market sector
2.6 Analysis of mentions written in the participants languages
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37. Visualization Requirements
R.3 Visualization Requirements
3.1 Presentation of data in graphic formats
3.2 Presentation of trends about a brand or a market sector
3.3 Creation of reports (predefined or ad-hoc)
3.4 Presentation of spatial data on maps (i.e. representation of location statistics
into maps)
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38. Reputation Management Requirements
R.4 Reputation Management Requirements
4.1 Connections with various social media accounts and manage the accounts
from a single interface.
4.2 Perform marketing campaigns for the promotion of the brand through social
media
4.3 Communication with customers, e.g. reply to posts, send private messages,
participation in discussions
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39. Collaboration Requirements
R.5 Reputation Management Requirements
5.1 Initiation / engagement in discussions and finding solutions to specific
problems
5.2 Provision of electronic resources about Social Media (e.g. e-books, case
studies, guidelines, webinars)
5.3 Provision of collaboration tools enabling the exchange of information, e.g.
discussion forums, common file spaces.
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40. Notification Requirements
R.6 Notification Requirements
6.1 Generation of alerts in case of new mentions, important changes to a brand’s
related activity (e.g. a boost in the number of mentions) and spread of bad
rumours
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41. Linked2Media platform’s functionality (Use Cases)
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42. Who to Contact
Evangelos Kalampokis
ekal@iti.gr
http://kalampok.is
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