How successful Your Social Media Efforts Are? Find Out Using Social Media Analytics.

What does optimal social media engagement mean to your brand?

It is true that likes, shares, retweets, and number of fans are all factors indicating that people interested in your product/service are coming to your social page(s), spending time and doing some kind of an activity there. However, do these numbers tell you how many of those people who spent time on your page went on to actually become your customers?

Well, Social Media Analytics (SMA) tools tell you this. In fact, using these tools businesses can now know precisely; and how well positioned their social media engagement efforts are. Other benefits of these tools include the following:

1. Measure and Monitor Your Social Footsteps:

While the number of fans and followers you have is pretty obvious on your social page, using Social Media Analytics tools, you can analyze how much and how successful has your brand’s reach been on the social media. Based on this, you can widen your target market and reach out to more prospective customers, thus enabling you to measure and at the same time increase your social footsteps.

2. Gauge Your Share of Voice, Brand Awareness and Brand Reputation:

A few thousand likes would be an indicator that your products are growing in popularity. But, if organisations want to go beyond the number of likes and know how their brand’s/ product’s social reputation, brand awareness or Share of Voice (the amount of social conversations that their brand/product is generating as compared to their competitors) is affecting their business, then they have to rely on effective Social Media Analytics tools that measure, analyze and simplify these game changing factors.

3. Quantify the ROI of Your Social Engagement Efforts:

When organizations are setting aside huge amounts of money exclusively for their social media marketing, it is imperative for organizations to also keep track if the money spent has yielded the desired business success or not. Social Media Analytics tools assist social-conscious organizations to do just that. By allowing marketers to break down the success rate of customer engagement initiatives into precise numbers, these analytics tools helps organizations in quantifying the success of their social media engagement efforts. 

What do you think are the other benefits of Social Media Analytics tools in optimizing social media efforts of brands? Share your thoughts in the comments below. To learn more about Shout Analytics’ social media analytics capabilities, write to us at info@shoutanalytics.com

In spite of Starting Troubles Chennai Express Is Speeding Away To Glory on the Social Media: Sentiment Analysis of the Latest SRK-Deepika Film

When Rohit Shetty’s latest directorial venture, Chennai Express’ trailers made its first presence felt on our television screens last month, it was greeted with more flak than praise.  People, especially South Indians, took offense to the female lead, Deepika Padukone’s fake Tamil accent. The film’s styling – women dancing in lungi, men with ash smeared forehead and the general stereotyping of South Indians was hugely criticized on the social media channels.

The Hindu, Kollywood Today and Telugu Times carried reports on how the first look of the film didn’t go well with most film buffs down south. Emirates247 under the headline, Bollywood Cliches: Shah Rukh draws public fury for Chennai Express, explained in detail how the film (the first trailers) is being bombarded with heavy negative reactions on the social channels, especially Twitter.

This prompted us to dig deep and analyze the social conversations surrounding Chennai Express, especially looking at the sentiment it generated in the social. Using our Social Media Analysis software, Shout Analytics we conducted an Automated Sentiment Analysis of Chennai Express.

What was done?

We studied Chennai Express for  the social conversations it generated, number of social mentions it received, its overall social activity volume and the social sentiment that it generated, its performance on Facebook, Twitter and YouTube as well as the topics that it started trending.

Sentiment analysis and opinion mining is the field of study that analyzes people's opinions, sentiments, evaluations, attitudes, and emotions from the written language though Natural Language Processing.

Here are our findings –

Current Activity:

Chennai Express got people talking the most on Twitter with the number touching over 2000 on 23 July, 2013. Similarly, the Share Of Voice was also highest on Twitter (73.07%) followed by YouTube (23.84%), Blogger (1.93%) and Facebook (1.16%).

In terms of Sentiment, there were a lot of neutral sentiments (49.02%). Positive sentiments accounted for 43.51% and negative sentiment comprised of 7.47%

Social Mentions:

There were 566055 likes, 37553 shares and 427 comments (need a little clarification here) on Facebook. On Twitter, Shah Rukh Khan himself was the lead influencer with a Klout score of 88, closely followed by India Today and Sunidhi Chauhan.

With an average video rating of 4.85 and 8898435 views, YouTube was the most sought after social channel. The official theatrical trailer starring SRK and Deepika Padukone had 41,57,921 views.

Facebook:

Analyzing sentiment that it generated on Facebook, Twitter and YouTube, we found that on Facebook, Chennai Express received 4.68% of positive sentiment while the negative sentiment was only 8.06%. The word ‘SRK’ generated the most positive buzz while the word ‘Flop’ generated the most negative buzz. 

Twitter:

The scenario was no different on Twitter with 54.89% of neutral sentiments, 39.49% of positive sentiments and only 5.62% of the Twitter conversations generating negative sentiments. Is it interesting to note that while both Shah Rukh Kahn (@iamsrk) and Deepika Padukone (@deepikapadukone) were targets of the highest positive and neutral sentiments, negative sentiments were more towards SRK than Deepika. 

                                      

What was more interesting was that words from the film’s dialogues like ‘Dictionary’, ‘Mein’ and ‘Nahi’ were some of the top five words that created the most buzz for Chennai Express.

The top three hastags were #ChennaiExpress, #CEVideobook and #K2K (Kashmir Mein Tu Kanyakumari) track. However, the tweet reach plunged from 2449 on July 23 to 105 on July 29.

YouTube:

YouTube is undoubtedly the preferred social media platform to watch promotional video clips including songs and dialogues from the movie. Our analysis found that there was more positive sentiment (55.05%) as  opposed to neutral (36.35%) or negative sentiment (8.6%) on YouTube. The top three videos that recorded the highest views were the official trailer of the film, the song, 1,2,3,4, Get On The Dance Floor and video of Deepika Padukone’s last day  on the sets of the film.

Conclusion:

Chennai Express might have started off on the wrong note, but it has been successful in creating a hugely positive buzz around it. One of the primary reasons for this we believe is that the film has Shah Rukh Khan as its lead actor. Chennai Express is cashing in on the immense popularity of Shah Rukh. Plus, we have been seeing the lead pair, Shah Rukh and Deepika aggressively promoting their films as a run up to its 9^th August,  Eid release. This too has helped the film nullify the negative sentiments that it faced earlier into extremely favorable and positive sentiments