Social Media Research

Ivo LangbroekPresentatie informatiemiddag

17 februari 2011

We rely on information from the people we know

Sociale media bieden mogelijkheid vertrouwen te herstellen

50 million tweets per day, 600

tweets per second

I can’t hear you!

influential

shares enthusiasm

enthusiastic

and who reach many others.

by people who frequently share their opinion about the brand/product...

Focus on buzz with a distinctive enthusiastic sentiment...

First view

Augmented buzz

Augmented buzz web

Focus on superpromoters

Get to know your enthusiasts (and critics)

Find springs of enthusiasm

Learn what triggered enthusiasm and how it is transferred

All results

5 social media analyzers

• Superpromoter and antipromoter

• Event

• Campaign

• Theme

• Brand/product

• Superpromoter and antipromoter: NBTC

• Event: vval, wtt, wwvd, smc

• Campaign: jps purple

• Theme: artificial sweeteners, navy

• Brand/product: interpolis, rabobank, AH, ITN

First Learnings• Social media do not follow organisation structure

• New quantitative data: from 0/1 to abc...

• Lots of noise. Bots, random hits

• Sentiment analysis is (difficult) a man's job (not a computer task)

• What is your goal? listen and learn, webcare, lead generation? Every purpose requires different approach.

FutureSocial media

FutureSocial mediator

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