Intellexy Social Media Analysis WS

INTELLEXYAnalysis of user-generated media : 

INTELLEXYAnalysis of user-generated media

Consumers are talking. Are you listening? : 

Consumers are talking. Are you listening?

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“The direct, unfiltered, brutally honest nature of online discussion is black gold…Texas tea to companies that want to spot trends or find out what consumers really think” March 11 2006

Listening to user-generated media is important because: : 

Listening to user-generated media is important because: Opinions on the internet do more than reflect consumer perception They influence it

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Consumers now generate more brand content than companies do

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AND what is more important Companies no longer have control over what content is being generated about their brands

We’re now in a conversation… : 

We’re now in a conversation… Companies aren’t in control any more Consumers own brands People talk to each other as much as to companies They want companies to listen as well as speak They want to speak as well as listen

Marketing’s role is to change the conversation : 

Marketing’s role is to change the conversation Have more people speaking positively about you Or fewer people speaking negatively about you + -

Huge correlation to future business success : 

Huge correlation to future business success Brands with the most conversations in their category grow 4x faster than the category average according to a recent research by:

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Increasing conversations by 12% doubles sales growth according to a recent research by:

In order to change the conversation : 

In order to change the conversation You have to listen to it first

Analysis of user-generated media - Key tool in listening to consumers : 

Analysis of user-generated media - Key tool in listening to consumers Our approach: Our media analysts extract measurable qualitative and quantitative data from social media content. Or, in other words: we do the listening for you

How Intellexy does the listening: : 

we collect and process the data from social media to provide insight into how users online profile brands Posted by: James | November 27, 2008 1:42 PM After seeing many of these types of vehicles, I must say, I was pleasantly surprised with the Koleos. (1;2) The VW Tiguan looks nice, but a space saver? Com'on. (3) The Koleos has storage compartments in the floor and a glove-box compartment about 8 times larger than the standard! (4) So, this decision seems correct. (1) 1| Favourability: positive attitude toward Koleos 2| Emotional connector: Surprise, Contentment 3| Competitor brand – negative towards product feature – interior space; positive for its looks/design 4| Positive attitude toward Koleos product feature – interior space/design How Intellexy does the listening:

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Key topics discussed in blogs and their trends over time - corporate-related issues, issues related to a specific brand/company/industry, product reviews, etc. Promoters and detractors - i.e. the people advocating for the brand vs. those who in some way harm its reputation Emotional connectors – the emotional tinge of users’ comments - trust, love, mistrust, doubt, hate, mockery - as displayed in postings Analysis of the product/service features and the tone of postings (positive, negative, neutral), i.e. an analysis of the attitude displayed in writing about different product/service features Our reports on the profile of brands feature:

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Example of the Process of Listening in the case of a Product Launch What are the volume, tone, issues and trends of the conversation in the category? What are the perceptions about the brand? How has the launch changed the conversation? What issues and trends have emerged? What is the initial “UGmedia profile” of the brand – promoters, detractors, passives, emotional connectors, tone per product feature? How is the conversation in the category changing? What are the emerging issues/trends? What are the trends in the development of the brand’s “UGmedia profile”?

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The situation before any marketing communications efforts

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After the launch: Having more people speaking positively about the brand Or fewer people speaking negatively about the brand

Example of a graphic representation of collected data : 

Example of a graphic representation of collected data case: launch of new product - pre-campaign and post-campaign analysis for sentiment per product feature

Why the non-automated analysis we do is better than other vendors’ offers : 

Contextual relevance – it is estimated that about 60% to 70% of the data analysed technologically is based on content that is contextually irrelevant, this is avoided with non-automated analysis as we handpick each relevant item for the analysis, always in view of the projects’ objectives Depth of qualitative analysis – quite simply technology cannot pick up on things like trust, loyalty, hate, sarcasm displayed into postings, people can Language capabilities – most service offers of automated analysis can only process content in English. We cover a broad variety of languages – from English, German, French, Italian, etc. to Chinese, Korean, Japanese, Arabic. Why the non-automated analysis we do is better than other vendors’ offers

Our Methodology : 

Our Methodology 20 Coding framework Project Managers Media Analysts translate the textual information into categories and numbers, in accordance with the coding framework, set for each client. The data is then processed and transferred on the charts for the final report Examination of client’s brief Relevance criteria list Metrics to be applied Final report featuring executive summary and graphs

Some of our project references: : 

Some of our project references:

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Contacts: Intellexy Ltd. 48-52, Haidushka Gora, str. 1680 Sofia Bulgaria Maya Marashlian Managing partner T: +35929159010 M:+359896786765 info@intellexy.com www.intellexy.com