The Insight Value of Social Sentiment. Seth Grimes Alta Plana
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1 The Insight Value of Social Sentiment Seth Grimes Alta Plana IIeX Atlanta June 13, 2016
2
3 Dion Hinchcliffe
4 The Enterprise POV Three types of (social) listening: Strategic Market research & consumer insights. Reactive Customer engagement. Retroactive Customer experience. Listening to what? Claire Michard, com/wp-content/uploads/2016/02/logo-rvbsur-blanc-bd.png
5 Social
6 Facts & Feelings Sentiment analysis is the task of identifying positive and negative opinions, emotions, and evaluations. Wilson, Wiebe & Hoffman, 2005, Recognizing Contextual Polarity in Phrase-Level Sentiment Analysis and not just from text. Jorge Royan / / CC-BY-SA-3.0
7 From Facts & Feelings to Insights What are people saying? What s hot/trending? What are they saying about {topic person product} X?... about X versus {topic person product} Y? How has opinion about X and Y evolved? How has opinion correlated with {our competitors general} {news marketing sales events}? What s behind opinion, the root causes? (How) Can we link opinions & transactions? (How) Can we link opinion & intent? Who are opinion leaders? How does sentiment propagate across channels? Can we predict the impact of messages? Can we find our own optimal design/messaging/channels?
8 Mechanisms For social sentiment: Text analytics via natural language processing (NLP). Image analysis. Video analysis. Digital (content) metrics. Start with text
9
10 Data Type Examples Brand trackers, customer/ employee engagement studies Verbatims from quantitative surveys Advert/Product testing likes & dislikes Enterprise Feedback Management/Voice of the customer programmes Applications What are people saying? Auto-coding of verbatim into themes What is good and bad? Measure and track sentiment overall and by themes What should we improve first? Text based impact/driver analysis for action prioritisation Real-time analysis of customer feedback Prioritise actions and interventions in timely fashion What is being said and in what context? Extract key words and patterns in data Qualitative surveys Online communities, focus group transcripts, public consultation transcripts Can we map the key themes? Visualise patterns and relationships between concepts What should wider analysis focus on? Guide/focus analysis What are people saying? Auto-coding of comments into themes Social media data User Generated Content from social networks, data from forums/ blogs/review sites, news sites etc... What is good and bad? Measure and track market sentiment What is being said about our competitors? Competitive intelligence Is there anything new we should be worrying about? Identify early signals of user/customer opinion com/researchpublications/pu blications/1766/a-guide-totext-analytics.aspx What have people said in the past? Audit of existing data Feedback/data held by organisations Call centre logs/recordings, data from website, data etc.. Is any of our existing data relevant for our current task? Find relevant data for further analysis What are people saying? Identify recurrent themes
11 Eight Insights New people measures: What do they feel when they experience X? How do they talk about their experiences and feelings? Intent. Timely measures: Emerging issues; early warning. Leading indicators, anomalies, and trends. Correlation, confirmation & root cause. Voices: The public; own and competitors prospects, customers, lapsed customers, and employees. Personas, affinity communities, influence networks.
12 Experiences
13 Feelings/Talk
14 Correlation
15 Root Cause
16 Competitive Voices
17 Personas & Affinities
18 SentimentSymposium.com IIEX code = 20% off
19 The Insight Value of Social Sentiment Seth Grimes Alta Plana IIeX Atlanta June 13, 2016
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