Brand monitoring and analysis
in social media and mass media
Brand Analytics collects data from the following sources:
Social networks: VK.com, Facebook, Ok.ru, YouTube, Instagram, Twitter, Google+, My.mail.ru, Vimeo, Mirtesen.ru
Blogs, forums, review sites.
Messengers: channels and open chatrooms of Telegram.
Online media: federal, regional, foreign.
Sites of government institutions, market-defining companies and organizations.
A full list of sources can be seen here.
Data can be collected by keywords, by geotags, by selected authors and groups without keywords.
Messages are complemented with meta-data and author information:
- Size of message’s potential audience;
- Amount of comments, likes and reposts for a message;
- Geography: country, region, city, coordinates;
- Author’s age and gender;
- And others.
Metadata allow to make quantitative data analysis, segment mentions by groups as well as sort by their importance.
Automated data analysis
System automatically analyzes collected messages:
Automatic definition of message sentiment towards the object of monitoring (positive, negative or neutral) with 80-90% accuracy.
Counting and grouping doubles.
Recognizing trends: popular words, people, companies.
Rating of most quoted messages.
Recognizing the most-involved groups and communities in social media.
Enhance the data with information on geography and gender of the author.
Defining the message’s language.
Classifying messages for topic-based spam filters.
Integral indicators are calculated as well, allowing to measure the effectiveness of marketing and PR in metrics used by professional international associations: amounts of messages and unique authors, audience, involvement, loyalty.
Reports and data visualization
The system constructs visual reports with charts and tables based on the found and analyzed messages
Possibilities for analysis:
Message feed by object of monitoring.
Detailed reports with charts and tabular data: by sources, authors, communities, geography, locations, tags, popular words, persons, companies, most quoted publications.
Message filtering by any set of parameters, counting integral indicators, statistics and an ability to automatically generate reports.
View messages from any period since the start of monitoring.
Sorting messages – by engagement, audience size, amounts of comments, likes, reposts, views, doubles.
Full-text search in collected messages.
Comparing different objects of monitoring by key metrics as well as by demographic and geographic categories.
Brand Analytics has a function of automated categorization (tagging) of messages by set keywords, as well as manual tagging. You can, for example, categorize messages by different products of the company, its qualities, etc
Every tag gets its own message feed with integral indicators and detailed statistics.
Tags can also be grouped that significantly helps with preparing analytical reports for systematic brand monitoring. Possible examples of tag grouping:
Qualities of product. For a smartphone, it can be design, screen, camera, price, accumulator, etc.
Different types of advertisement activities: what was discussed more — viral videos, new billboards or sponsorship of any particular event.
Important events: which news about the company has attracted the public interest the most.
Company’s top-managers: which of them has the most publicity.
Brand Analytics allows to find locations based on geotags and check-ins. Locations allows get region-specific user feedback to know the quality of provided services and products in every company branch.
Most of all, location analysis is made for companies with many regional branches: banks and finances, retail, café and restaurants, airports, railway transport operators, medical institutions, tourist attractions, real estate agencies, education, cultural establishments, etc.
Tools for teamwork
The system provides the possibility of collective user access, maintaining information security measures:
Possibility of multi-user control of a single account.
Differentiation of clearance level of users: both for functional capabilities and for collected data and reports.
Possibility of joint work with collected data: one can appoint an errand for system users.
Fixation of action of system users.
Collected data and generated reports can be exported into Excel, Word, PDF, CSV, JSON formats, for any periods of time since the starts of monitoring, applying any set of filters.
Possible automatic subscription for personalized reports in company’s trademark visual style in Word and PDF formats for set periods. Data contained in those reports can be customized, depending on Your tasks and needs.
Subscription can also contain the new messages, sent upon receiving or in set time.
Brand Analytics notification system automatically tracks and notifies about any reference spikes and important messages (increase in negative sentiment, messages from opinion leaders, etc.), which allows to take the required measures in time. The type of tracked events are set by the user. Notifications can be sent to e-mail or Telegram.
Reply to social networks from the system interface
To operatively react to users reviews and question in social networks, Brand Analytics has a function of direct communication with the client directly from the system’s interface. For this, the company’s accounts in Facebook, Vk.com, Twitter, LiveJournal are connected to the Brand Analytics acount.
will help to solve
Improve the products and services
Detection of the most important characteristics and advantages of products for the audience in order to form effective marketing campaigns.
Develop the brand’s communication strategy
Study the traits of brand’s target audience, determine the platforms it uses, where it is concentrated at, define the most discussed topics about a brand, its competitors, etc.
Increase the effectiveness of marketing and advertisement
Analyze the users perception of marketing and ad campaigns for operative policy correction, find insight to develop new offers.
Be informed of rival activity
Monitor the market tendencies, rival activity and users reaction to the new products and services.
Decrease the reputation threats
Operative detection of company reputation threats and localize the negative sentiment on its earliest stage.
Increase the effectiveness of PR
Analyze the nature, quantity and quality of publications, quotation level, define the most effective PR-communication channles.
Increase the service quality
Measure the client satisfaction level, find service problems and take timely prevention measures.
Increase the clients loyalty
Solve the clients problems in the way they are used to - in Twitter, Facebook, VK, and do it faster than the rivals do.
on your own monitoring topics.