Published on March 6, 2014
DIGITAL BRAND RESEARCH & SOCIAL MEDIA ANALYSIS
What is SMNA? Social Media Network Analysis is part science, part magic as technologies and social analytics tools combine to allow for the mining of data and mapping of digital relationships. At Digital Jungle we have developed a number of sophisticated tools as well as leverage some 3rd party technologies to provide our clients with insights and understandings about the way their Brand is perceived, engaged and developed in both a Western and Chinese context. SOCIAL MEDIA NETWORK ANALYSIS Subsequently enabling you to set up or better target your digital communication strategy.
What are Digital Communities? Many digital markets don’t fully appreciate the notion of a digital community, nor understand the interplay between the participants, influencers, content creators and lurkers. The idea that the brand is a static hub with followers aligned around this is the normal representation of a digital community. This however is not the case. Online communities are collections of hubs that are continually evolving and changing.
About SMNA 03 Why is social media network analysis important? In the past social marketers have been limited in knowing what KOL’s should be leveraged and how this impacts outcomes. However, with new mathematical approaches to social media marketing, in-depth reports now visually provide critical inputs to Brand and social marketers. Conventional Social Media Listening Social Media Network Analysis Best Guess = Assumptions Mathematical approach Back-crawled – historic data Near real-time Large data sets, often without relationships Leads to actionable insights Based on anecdotal evidence Often doesn’t include behavioral inputs Relational mapping and visual connections Includes human behavioral inputs
EVIDENCE BASED SOCIAL MEDIA ANALYTICS
In our reports we provide both a visual and mathematical analysis of social media relationships. Digital Jungle maps and measures relationships and flows such as; EVIDENCE BASED SOCIAL MEDIA MARKETING • • • • • • • Networks & Text Communities & Interests Actors & Participants Social Relationships Conversational Hubs Topics of Interest Geo-location
Networks & Text Social Media: Networks & Text Analysis of your network structure, communities and actors that constitute your network. Fan Base Analysis of social networks that revolve around conversations of your product or brands, competitors, industry, etc. Conversations Text Analysis; topics being discussed and those discussing it, sentiment analysis & more Topic Analysis 06
FAN BASE Communities Communities & Interests Connections are key in online social networks; people are loyal to whom they are connected to and what provides them benefits. Communities What are they? People do not connect at random, they connect according to their preferences. In social networks these preferences are revealed in sets of densely connected nodes as nodes with common preferences will connect with one another. These sets of dense connections are what we as is commonly referred to as ‘communities’. A social map of your network is necessary to identify those communities, their centre of interest and who are in them. In addition our analysts work closely with you to improve the communities, your presence and importance in them. 07
FAN BASE Actors Actors & Participants 08 To understand networks and their participants, we evaluate the location of actors in the network. Measuring the location is finding the centrality of all actors. These measures give insights into the various roles and communities in a network - who are the influencers, hidden experts, leaders, brokers, isolates, where are the communities, who is in them and why - who is in the core of the network, and who is on the periphery? We provide you with actionable insights that allow you to target your online audience with great precision subsequently increasing reach, effectiveness and return on investment. DIGITAL JUNGLE UNDERSTANDS Social Media
FAN BASE Relationships Social Relations Mapping Digital Jungle’s social network technology and analysis does not focus solely on attributes of individuals. Growing a community is not just adding new members. It requires adding both people and relationships. The number of participants is important in social networks, but it's the relationships and the patterns they create that are key! A community thrives by its connections, not by its collections! It's the relationships, and the prospect of future relationships, that keep members active and excited. 09 We explore the relationships and exchanges between people and how these connections influence choices. • • • • • • Social Roles: boss of, teacher of, friend of, etc. Affective: likes, respects, etc. Cognitive: knows, views as similar Actions: talks to, share activities together, etc. Distance: Path length between actors Mathematical: What if someone leaves the network
Conversations Conversational hubs 10 When analysing conversation we not only look at the content of online conversation through text analysis. We also look at the flow of information, how a certain comment propagates throughout online communities and what makes it propagate. Get to know exactly how the conversation did spread throughout the net? Who spoke about it and when? Why it spread? Etc. Chatter INFORMATION ANALYSIS & FLOW
Topics 11 Topic Analysis Tag Clouds – Topics Association - Sentiment Digital Jungle uses big data and social network analytics to provide you with actionable insights to improve or set up your online communication strategy. TAG Clouds Topic Association Sentiment We are able to identify the most popular topics of conversation around your brand, competitors or industry and trace back the clusters of conversations. Get to know what your brand is associated with – What people say on your competitors – and more. We reveal the sentiment behind conversations – Is it positive, negative or objective? - And why?
Location 12 Social Networks: Location We can track the location of users within your network or the users discussing a certain topic. In turn enabling us to track local conversations and determine if a viral post was contained within a certain geographical are. Actors locations The location of the actors can be communicated in various formats to best suit your needs. Network Connections Network Actors
Services Our SMNA Services With our experienced team of expert analysts, we can provide as much service as you need. Whether you require a comprehensive daily report, a weekly executive summary, or an extensive insight study, we can tailor a program to your exact needs and budget. Here are a few of our key reports. 0 1 Brand Insight Analysis 0 4 Social Voice Analysis The Brand Insight Analysis is the fastest, most reliable way to gain those insights by understanding conversations in Social Media and their consequences for your brand. This report undertakes a review of your Brands reach and the level of consumer engagement. 0 2 Influencer Analysis 0 5 Social SEO & Digital Ad Analysis We help you to find and interact with Thought Leaders, Industry Reviewers, Consumer Group Leaders and Top Bloggers. Social SEO Analysis provides a contextual approach – finding the conversations that matter — to placing digital ads on social media sites. 0 3 Trend & Innovation Analysis 0 6 Customer Loyalty Analysis Innovation has applications beyond product development: Improve services, change store design or offerings in a retail setting, and more. Your customer loyalty is the key for business success. Therefore, you need to find out how they feel and what they think 13
Contact Us How to get Started If you would like to know more about the social media network analysis reports or get started then the best way to to contact your nearest Digital Jungle Office. Beijing +86 10 6561 5818 Shanghai firstname.lastname@example.org or Tokyo +61 2 8211 2747 Sydney 14
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