INTELLEXYsocial media monitoring and analysis solutions

Consumers are talking. Are you listening?

“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 social media is important because:

Opinions on the internet do more than reflect consumer perception

They influence it

Consumers now generate more brand content than companies do

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…

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

Have more people speaking positively about you

Or fewer people speaking negatively about you

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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:

Increasing conversations by 12% doubles sales growth

according to a recent research by:

In order to change the conversation

You have to listen to it first

Monitoring and Analysis of social 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

Solutions

As-it-happens, daily, weekly or monthly reports on: • Overall Social Media Brand

performance• Competitive benchmarking• Category conversations• Identifying conversation trends• Suggestions for introduction of new

topics for engagement purposes

Social media monitoring

Brand audits, including:• Participants and influencers analysis• Trends identification and analysis• Product / service category conversation

analysis• Consumer perceptions and behavior

analysis

Social media analysis

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Issues & Dynamics Users

Product/service features Brands

Four domains of the conversation explored

people do it better than machines...– Contextual relevance – it is estimated that about 60% to 70% of the

data analyzed by machines is based on content that is contextually irrelevant, this is avoided with human-coded 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 – We cover a broad variety of languages from major European languages like English, German, French, Italian, Spanish, Russian to Chinese, Korean, Japanese and even Arabic

Key differentiator: Human analysis

• Negative brand mention (the tool marks “bad” and “crap” as negative)(the above is a classical case of false negatives with automated sentiment measurement)

Coding example

• Automated analysis • What our analysts pick-up

• Sentiment: Positive• Emotional connector: Anticipation• Topic: Visitors• Type of conversation: augmenting a

previous post, adding detail (link to high-circulation publication, with photos of event)

• User: Conversationalist, Advocate

• Data provision – where we source content from– All user generated content on the web – blogs, forums, comments to news articles on news

websites, comments on video-sharing sites, Facebook pages and open individual or group accounts, Twitter, etc.

• Metrics and insights on:– Conversation volumes, sentiment, topics, trends, user profiling, brand definition and

positioning, identification of consumer needs, perceptions and behavior

• Tone assignment– Because we do human coded analysis we can assign tone with precision, without the failings

of automated analysis tools, i.e. taking into account language specifics and cultural differences

• Insights that go far beyond # of mentions – Doing human analysis allows us to extract the most out of user-generated content, with

insights that can only be attained by having analysts go through the relevant conversations

More on our methodology

• We can either...…perform the entire process ourselves - relevant content harvesting, coding, interpretation and reporting

• Or we can...... Process data provided from third parties and automated monitoring tools, e.g. Radian6, Sysomos, etc.

Raw data aggregation

Some project references:

For inquiries, quotes and info:

Intellexy Ltd.118, Bulgaria blvd., c/o Publicis AD1618 SofiaBulgaria

Maya MarashlianManaging partnerT: +35929159010M:+359896786765 m.marashlian@intellexy.comwww.intellexy.com