Data That You Can't Find in Analytics - Social Media Monitoring by Replise via a case-study

DATA THAT YOU CAN’T
FIND IN ANALYTICS
SOCIAL MEDIA MONITORING
BY REPLISE

WITH A SAMSUNG vs. APPLE CASE-STUDY

SUPERWEEK 2013

INTRODUCTION

• Social Media Monitoring (SMM)

• Replise’s way of social media monitoring

• Samsung and social media

• The Apple vs. Samsung patent trial in
Hungarian social media

SOCIAL MEDIA MONITORING

Social media is the mixture of channels (social networks,
forums, blogs, Twitter, video sharing sites) and the user
activity based on user generated content that is created and
shared outside the traditional media channels.
It can be measured and brands can have an influence on their
social media presence – not only on their owned channels.

HOW TO TRACK SOCIAL MEDIA?
AD TRACKING SMM TOOLS

WEB ANALYTICAL TOOLS
A good social media monitoring tool
• gives you data that covers the language/country well
• understands your language
• is dynamic
• is quick
• is able to run complex queries
• has near real-time results
• can filter out irrelevant mentions
• can give you historical data, too

SOLUTIONS IN SOCIAL MEDIA MONITORING

FREE TOOLS PAID TOOLS
e.g. 48ers, SocialMention (using Open APIs) e.g. Replise, Brandwatch, etc.

LOCAL TOOLS INTERNATIONAL TOOLS
e.g. Replise, Buzzboot e.g. Radian6, Sysomos

AGGREGATORS TOOLS WITH OWN ENGINES
e.g. Brand24, Social Mention (using Open APIs) e.g. Replise, Radian6

MONITORING TOOLS ANALYZER TOOLS
e.g. Social Pointer, Monitter e.g. Replise, Alterian

PLATFORM-SPECIFIC TOOLS MULTI-CHANNEL TOOLS
e.g. SoTrender, Wildfire, Analytics PRO e.g. Replise, Gridmaster

PROBLEMS TO SOLVE
• Understanding the user generated content (slang, typos, etc.)
• Defining what is relevant: reducing noise, language identification
• Sources to involve
• Big data problems
• Storage
• Being near real-time
• Dynamic software
• Following platform changes
• Pioneering
• Educating the market

WHAT CAN WE GIVE TO OUR CUSTOMERS?
MARKETING: SALES AND CUSTOMER SERVICE:
• Strategic planning • Complaint management
• Consumer issues
• Campaign planning
• Direct sales and lead management
• Campaign tracking • Loyalty programs

• Campaign evaluation

• Getting insights

• Creating trend reports

• Analyzing competitors and benchmarks

• Identifying opinion leaders and influencers PR:
• Reputation management
• Focus group recruitment and product testing
• Crisis alerts and reports
• Setting up social press lists
HR: • Online press monitoring
• Employer reputation • Popularity indices
• Search for specialists • Impact metrics
• Social headhunting

REPLISE TECHNOLOGY
Local focus: We can handle not only general keywords but also synonyms,
inflected forms, misspelled words unlike great international providers’ tools.
Right now we have three local tools: Hungarian, Polish and German.

World class technology: We do not collect data via APIs as other vendors
but develop own search engines and collect data from the past, too. (“We
reindex and store the internet.”) Data can be visualized in the software in a
dynamic way, you don’t need other special analytical tools. If you want to add
our graphs to presentations, you can easily export them.

Broadest coverage: Compared to international vendors’ tools we have much
more relevant results. Millions of results arrive a day, most of them near real-
time.

Clear database: There is a constant pursuit and development on keeping our
results clear and relevant.

Historical data: For any request we can give data from the past, too (back to
mid-2010).

SAMSUNG’S MARKETING SPENDINGS

Source: http://www.asymco.com/2012/11/29/the-cost-of-selling-galaxies/

Samsung spends considerably more than Apple and Microsoft.
They spend more than Coca Cola.

SAMSUNG’S EFFORTS IN SOCIAL SPACE
Social media is extremely
important for Samsung.

Samsung uses social media monitoring data on each market where they
are present. The company is one of our most significant clients.
We send them daily reports with processed data: tagging and sentiment
analysis is required, it is done via manual processing.
Our data are sent to their HQ for further analysis.
Samsung has plans to open a new social networking service in 2013:
»Samsung is planning its own Facebook-like service to debut early next year. The Korea Times cites a Samsung
official who says the company hopes to launch its social networking service to compete with Facebook, available on a
variety of internet-enabled devices — including cameras, televisions and Blu-ray players. The publication says
Samsung's internal name for its project is "Samsung Facebook."
Samsung's social network is believed to built on top of Amazon's cloud computing platform, and a company official
confirmed to The Korea Times that the new service "will become available in the first quarter of next year at the
earliest," adding that the goal is to expand Samsung's "social media service across different devices from different
companies across different mobile platforms."«

SAMSUNG vs. APPLE

Samsung's New Anti-iPhone 5 Ad Is The Fastest-Growing Viral Tech Video
http://www.businessinsider.com/samsung-most-viral-brand-in-video-ads-2012-9#ixzz2IliFQSmG
The link of the video: http://youtu.be/nf5-Prx19ZM

IPHONE UNIVERSE vs. SAMSUNG GALAXY
Apple Samsung

- ‘It just works’ is not a valid slogan today - copying strategy
- is not so sexy anymore: - have more product launches than Apple
- competitors caught up them - they are the biggest supplier of Apple
- failures (e.g. Maps) - more Galaxy sales than iPhone: became market leader
- lack of real innovation (iPhone 5, iPad Mini) - customers are satisfied with their products
- “arrogance” - in design there is still a lot to learn
- lack of Steve Jobs
Galaxy is the leading smartphone in the US

In December 2012 more LG cellphones were sold than iPhones (it is not
clear if LG data covers only Optimus series or Google’s Nexus mobiles, too)

rest
Samsung
25% 33%
Motorola
8%
HTC LG
9% 13%

Apple
12%
Source: http://thenextweb.com/mobile/2013/01/21/lg-snatches-second-place-from-
apple-in-us-handset-market-following-december-sales-report/

THE PATENT TRIAL
2011
APR
April 15, 2011: Apple turns to court
15

2011
APR
April 22, 2011: Samsung turns to court
22

2012
JUL
July 30, 2012: The jury trial starts
30

August 24, 2012: verdict: 2012
“Samsung had willfully infringed on Apple's design and utility patents AUG
and had also diluted Apple's trade dresses related to the iPhone. The 24
jury awarded Apple $1.049 billion in damages and Samsung zero
damages in its counter suit.”

HOW TO IDENTIFY THE ISSUE?

Keyword group 1: apple; samsung; szifon; samu

Keyword group 2: penalty; jury; lawsuit;
patent; illegitimate; verdict; victory; lose; win;
patent rights; restitution; stole; license

some sources on the issue added

SOURCE ANALYSIS OF THE TRIAL MENTIONS

July 31 - August 31 2012


Identifying top channels (sources) in Hungarian blogosphere.


News shares on Twitter

Data That You Can't Find in Analytics - Social Media Monitoring by Replise via a case-study

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Data That You Can't Find in Analytics - Social Media Monitoring by Replise via a case-study