Sample Report - Campaign Analysis - IBM

IBM Social Media Analytics and Customer Insights

Sample Report - Campaign Analysis

IBM Confidential

© 2014 IBM Corporation


Disclaimer  This is a representative sample report for an illustrative business case  The content/look and feel of this report is customized to the client business problem, for e.g.: – If some of the charts/graphs/tables are not generating insights for that particular business case it will be dropped from the report, – On the other hand some additional charts maybe incorporated which are depicting valuable insights

 Most of the charts/graphs and data displayed in this sample report can be extracted from the tool’s analysis and reporting interface

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Customer inputs  The following were the inputs received from Client A for this analysis: – Business Problem Statement – Brands to be analyzed – Key competitor names – Key campaign to be analyzed, its start and end dates, marketing taglines, any marketing collaterals, etc – Any Key functionality/ feature /theme that you want specifically investigated – Any geo preference

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Analysis Objective, and Key Business questions that were Evaluated The overall analysis objective and scope are as follows:  The primary objective of this analysis is to learn what is being said about Client A (brand A1 and brand A2) and its key competitors for e.g. Competitor A (brand A) Competitor B (brand B1, brand B2), Competitor C (brand C) on social media by the consumers  Also understand the SOV related to what is been said in the context of these Smartphone brands. Some of the features/aspects related to Smartphones analyzed are: – Applications – Camera – Battery – Display – Price/Offer – Processor

 Conduct a deep dive analysis to understand what is being specifically said in the context of the below mentioned brands and features: – Client A Brand A1: Feature 1 – Competitor A Brand A: Feature 2

 Highlight key insights derived from this analysis 4

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Client A: Scope Elements Broad Brand Categories

Topic Of Interest

Sources

Scope Client A Brand A1, Client A Brand A2, Client A Brand A3 Competitor A Brand A, Competitor B Brand B1, Competitor B Brand B2, Competitor C Brand C Applications, Battery, Camera, Campaigns, Display, Kitkat, Memory/Storage, Price/Offers, Processor, Sound, Style/Design, Other Features News, Blogs and Message Boards Videos and Reviews

Languages

English

Geography

India

Time period

1-Feb-2013 to 12-June-2014

The analysis is based on a sample data, the coverage from our data partner used in the analysis will include • • • •

1-2% Face Book sample Blogs (20+ million regularly with 100+ million in the database) Forum Sites (175,000+ sites containing over 5M individual forums) Review Sites (40,000+ review sites, plus more than 100 forums that are typically part of review sites)

The results produced in this analysis are business indicative in nature as it is based of a sample data… 5

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Executive Summary  Client A Brand A1 lags Competitor A Brand A and Competitor C Brand C in terms of its share of voice on social media  The conversations on social media are focused largely around campaigns, camera, battery and price/offers  Post the launch, most of the brands have not been able to sustain the buzz for their smartphones, however Competitor A Brand A successfully managed to generate small peaks in buzz at the time of launch of its other brands (A2, A3)  The overall buzz on Client A’s smartphone brands is lukewarm as customers do not associate the brand with smartphones, majority of its buzz had neutral sentiment  Client A Brand A1 has medium affinity with applications, battery, display, price/offer and sound, however the concern areas are price/offers and camera and Client A Brand A3 has medium negative sentiment around Processor  Features such as processor, sound, style/design and applications are of relatively of higher importance to Client A than its competitors brands

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Competitive Landscape – Volume of Buzz….. Client A and its Key Competitors

Buzz Profile

Competitor A Brand A

 Dataset Statistics: ~68K documents were selected for analysis. They were further analyzed to generate ~35K high value snippets

48%

3% 4% 7%

18% Competitor C Brand C

10% 10%

Competitor B Brand B2 Client A Brand A2 Client A Brand A3

Client A Brand A1

Competitor B Brand B1

SOV of features of Smartphones

58%

3% 7.5% 7.5% 6%

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 Time Period: 1st February 2013 to 12th June 2014

4% 6% 5%

 Sources: 34% of the content constitute news. Blogs consist of another 30%, boards about 16% and the rest of the ~20% social media buzz is primarily created over reviews, micro blogs and videos  Competitor landscape: Competitor A Brand A has the maximum content (48%) followed by Competitor C Brand C (18%), Client A Brand A1 and Competitor B Brand B2 contributed ~10% each. Rest of the 14% share of voice was covered by Competitor B Brand B1, Client A Brand A3 and Client A Brand A2  Topics: Discussions around “Campaigns” dominate most of the chatter in social media (58%) followed by conversations on “Camera” (7.5%) and “Battery” (7.5%). Price and Applications contributed to ~6% each. Display contributed for 5% share of voice on features

IBM Confidential



Client A & its Competitors: Overall Trend Analysis (1/2) March 6, 2013: Competitor C launched Brand C

October 16, 2013: Client A launched Brand A2

“This is the sexiest phablet to date! I love this Competitor C Brand C Ultra! I am afraid to ask about the price tag though, but I think it is worth it”

“The Client A Brand A2 has a 4 inch display with 480 x 800 pixel resolution. It is based on Android 4.2.2 Jelly Bean and runs on a 1.3 GHz dual core processor from MediaTek, supplemented by 512 MB RAM”

February 5, 2014: Competitor A launched Brand A “Competitor A Brand A's launch in India has started a serious competition among mid-range budget smartphones. After releasing the phone at only Rs.12,499, Competitor A Brand A has to do some real hard work in order to keep up with the never-ending demand of the smartphone here”

May 20, 2014: Client A launched Brand A3 “The 7.9mm-thick Client A Brand A3 is a dual-SIM (Micro-SIM, dual-standby) smartphone and boasts a 5.5-inch HD (720x1280 pixels) IPS display”

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December 23, 2013: Competitor B launched Brand B2

March 7, 2014: Client A launched Brand A1

“To take further charge of the market, the South Korean company has launched the Competitor B Brand B2 while the Indian mobile company is putting up the fight with its brand X”

“Client A Brand A1 sports a 5 inch display screen with a decent resolution of 480×854 pixels. The specialty of this screen is the fact that it is provided with ultra oleophobic coating. “

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Client A & its Competitors: Overall Trend Analysis (2/2) Competitor A announces that its dual-SIM smartphone Brand A will land in India with Android 4.4

February 5: Competitor A launched Brand A

May 13: Conversations regarding Competitor A Brand A again peaked up due to the launch of its successor Brand A2

March 19: Competitor A launched Brand A2

“The Brand A, according to Competitor A will be a Flipkart exclusive for now. Flipkart says the Competitor A Brand A, will be priced at Rs 12,499 for 8 GB and Rs 13,999 for16 GB in the Indian market. Flipkart begins taking orders for the Competitor A Brand A on February 6”

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“This is the best priced android smartphone under Rs 15000. With the launch of Client A Brand A1, Client A has introduced its bouquet of features, giving customers a customizable experience “

Client A Brand A1 has not been able to sustain its initial peak post its launch and it dropped within the week

“Competitor A launched Brand A in India on February 6th, 2014 exclusively on Flipkart , and the moment the site made the page live , the 16 GB variant was sold out within not more than 10 minutes . While the 8GB variant is stock still available for purchase, many are facing issues that the higher storage version is not available”

IBM Confidential



Features such as processor, sound, style/design and applications are relatively of higher importance to Client A than its competitors

Competitor B Brand B2 Competitor A Brand A Competitor B Brand B1 Competitor C Brand X Client A Brand A1 Client A Brand A3 Client A Brand A2

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Competitor A Brand A and Competitor C Brand C have higher recommenders than any of the other brands Competitor B Brand B2 Competitor A Brand A Competitor B Brand B1 Competitor C Brand C Competitor A Brand A1 Competitor A Brand A3 Competitor A Brand A2

“As Competitor A developed this mobile pricing is done very competitively and also it has latest Android version KitKat running on this device. KitKat update for Competitor A Brand A in India released on 14 February. And update improves some performances like usage of less Ram” “Competitor A Brand A review: the only cheap phone you should buy” “If you are planning to buy a budget android mobile phone I would recommend you to seriously consider Competitor A Brand A”

Price is clearly the biggest factor on which smartphone users are recommending it to others. If they feel that a smartphone is offering good enough features as compared to its budget, then they will definitely recommend it Style/Design and Sound is surely not a selling point for the recommenders Recommenders are more tech savvy and informed users. While prospective users are looking for superficial features such as display, camera and style/design

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Only 19% of Client A Brand A1’s buzz has been spoken positively, it is fairly low as compared to some of the competitors Competitor B Brand B2

• Client A Brand A1’s buzz has been mostly neutral. Client A needs influential brand advocates who can talk about its features and key highlights in strong positive tone

Competitor A Brand A Competitor B Brand B1

Competitor C Brand C Competitor A Brand A1

19%

Competitor A Brand A3

• Competitor A Brand A and Competitor B Brand B2 have been able to build strong brand advocates.

Competitor A Brand A2

• In case of Competitor A Brand A 34% of the conversations were positive and only 58% conversations were neutral

Competitor B Brand B2 Competitor A Brand A Competitor B Brand B1

• While in case of Client A ~80% conversations were neutral

Competitor C Brand C

Competitor A Brand A1 Competitor A Brand A3 Competitor A Brand A2

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Women tend to have a marginally higher preference for Client A Brand A1, though overall SOV of women is much lower than male

In case of Client A Brand A1, female authors were more interested about campaigns and price/offers as compared to male authors. 13

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Client A Brand A1 has medium affinity with applications, battery, display, price and sound

“The Client A Brand A1 is backed by a 2000mAh battery that is rated to deliver up to 13 hours of 2G talk time and 9 hours of 3G talk time”

Competitor B Brand B2 Competitor A Brand A

“The 5-inch display on the Client A Brand A1 is only capable of a poor 480 x 854 pixel resolution too, compared to the 4.5-inch 720 x 1280 resolution on the Competitor A Brand A”


Client A Brand A1 Client A Brand A3

“The Android 4.4.3 KitKat OS update for Competitor A Brand A is being rolled out at roughly the same time as the update for the array of Google Nexus devices”

Client A Brand A2 Competitor C Brand C

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Further deep diving into Client A Brand A1 sentiment reveals medium affinity with positive buzz around applications and battery “Client A Brand A1 - Now open your favourite apps with just a gesture on your new Client A Brand A1.”

“Client A Brand A1 is bundled up with 4 GB of onboard memory which can be further expanded to up to 32 GB through the facility of the micro SD card. A 2000 mAh battery has been loaded to delivers 13 hours of 2G talk time and 9 hours of 3G talk time”

“The Client A Brand A1 has 4GB of internal storage which may be insufficient for entertainment buffs, hence the 32GB memory expandability”

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Client A Brand A1’s positive buzz was relatively high for Applications and Battery, however two concern areas are price and camera

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Client A has not been able to sustain the buzz for its smartphones, however for Brand A2 it has been able to mange two small peaks Brand A1

Brand A3

Brand A2

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The overall buzz on Client A is lukewarm as customers do not associate the brand with the product (smart phones) Class Name

Count

Negative

Positive

Ambivalent/Neutral

Client A Brand A3

704

6.1%

53.3%

40.6%

Client A Brand A1

945

5.6%

53.2%

41.2%

Client A Brand A2

449

3.8%

45.2%

51.0%

“Quite pitifully, the Client A Brand A3 works on Android Jelly Bean 4.2.2 OS instead of the updated version, though buyers can probably expect a KitKat break in the future”

“Also, where brand names count , others like Micromax , Lava and Spice have the bigger advantage. While the Client A Brand A2 may not be available online, mobile device storefronts across the country are reportedly stocking it”

“Another shortcoming is the smartphone's low RAM of just 1GB. There's 8GB of onboard storage as well as a microSD card slot for adding up to 32GB of extra memory in case you fall short of hoarding space”.

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“Client A Brand A2 is not much of a name when it comes to mobile phones. The brand is well known for a lot of other gadgets but not for a smart phone yet”

IBM Confidential



Top Authors Client A – Brand A1

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Author A7

16 Author A1

27 Author A2

103 Author A3

22

Author A8

13 Author A8

18 Author A1

90 Author A2

22

Author A9

12 Author A2

14 Author A4

61 Author A36

20

Author A2

12 Author A4

48 Author A37

20

Author A4

12 Author A3

13 Author A5 11 Author A6

34 Author A1

20

Author A10

11 Author A6

10 Author A27

34 Author A14

20

Author 11

11 Author A11

10 Author A7

33 Author A15

19

Author A12

10 Author A9

9 Author A37

31 Author A6

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Author A13

10 Author A10

30 Author A8

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Author A6

10 Author A7

9 Author A3 9 Author A8

30 Author A5

14

Author A14

9 Author A23

8 Author A9

30 Author A16

13

Author A15

9 Author A24

8 Author A32

29 Author A7

13

Author A16

8 Author A25

8 Author A24

28 Author A24

12

Author A17

7 Author A26

8 Author A10

28 Author A4

12

Author A18

7 Author A27

7 Author A28

27 Author A10

9

Author A19

7 Author A28

7 Author A33

26 Author A9

8

Author A20

6 Author A29

6 Author A34

25 Author A33

8

Author A21

6 Author A30

6 Author A35

23 Author A34

8

Author A22

6 Author A31

6 Author A36

22 Author A27

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Top URLs Client A – Brand A1

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youtube.com

123 youtube.com

228 youtube.com

843 youtube.com

464

facebook.com

104 firstpost.com

104 facebook.com

316 xda-developers.com

125

mbworld.org

47 facebook.com

56 firstpost.com

282 facebook.com

65

mwh-520.blog.163.com

37 aegindia.org

21 xda-developers.com

166 tech2.in.com

50

guardian.co.uk

29 softpedia.com

21 thinkdigit.com

101 thinkdigit.com

40

malayalam.gizbot.com

28 malayalam.gizbot.com

17 softpedia.com

88 i4u.com

30

mobiletor.com

25 fonearena.com

16 malayalam.gizbot.com

86 igyaan.in

29

lowyat.net

24 indiatvnews.com

16 gadgets.solidnode.net

77 shopping.indiatimes.com

25

bworldonline.com

17 phonesreview.co.uk

15 fonearena.com

77 siliconindia.com

24

gadgets.solidnode.net

16 ibtimes.co.in

15 bgr.com

72 fonearena.com

24

tomshardware.com

13 tech2.in.com

15 androidos.in

64 consumercourtforum.in

24

businessmirror.com.ph

13 androidos.in

13 economictimes.indiatimes.com

53 androidauthority.com

22

softpedia.com

12 techshout.com

13 ibtimes.co.in

52 blogtechnika.com

20

theguardian.com

11 ibtimes.co.uk

12 promagzine.blogspot.com

48 shopping.rediff.com

20

techvorm.com

10 ndtv.com

11 indiatvnews.com

47 softpedia.com

20

indiapricelist.com

9 avashya.com

10 shopping.indiatimes.com

47 ndtv.com

20

gogi.in

9 gadgetguide4u.com

10 techshout.com

46 theautomotiveindia.com

19

retailtechnologyreview.com

8 thinkdigit.com

10 team-bhp.com

42 androidos.in

19

canindia.com

8 gogi.in

9 ibtimes.co.uk

41 consumercomplaints.in

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IBM Confidential



Recommended Author’s Profile Just like our previous series, ‘Tech Recap of the Day’ we promise to keep the stories as concise as possible giving you a peek. So without delaying it any further here are the stories that caught our attention over the span of this week

Author A2

Author A2

Author A2

However, one thing that has always hurt Competitor C despite some very good phones has been their slackness in making them available. Yet, this time Competitor C is keen to make amends. As expected, the device was launched in India today for Rs 49,990. Competitor C Brand C2 will be available starting May 12th and will ship with a couple of freebies which includes a fitness tracker band called smartband and a flip cover.

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Word cloud with positive terms mentioned in the context of Client A

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Word cloud with negative terms mentioned in the context of Client A

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IBM Social Media Analytics and Customer Insights Contact Us : [email protected]

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Sample Report - Campaign Analysis - IBM

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