SOCIAL MEDIA ANALYTICS

PRESENTED BY:
TEAM: C10
ATHUL JOHN
K.POOJITHA
1
VAISHNAVI.S
AKHILA.S
HARESH.G
VENKAT RAMAN
ABHIRAM
2 INTRODUCTION TO SOCAL MEDIA
ANALYTICS
 Used as a channel to communicate with stake holders.
 Allows to way communication
 Social media is monitored ,data are collected and analyzed for marketing
research.
 The social media analytics leverages available social data to generate
marketing insights.
 Provides guidance for new product innovation and development.
 FIRM ACTVITY
3

SOCIAL MEDIA DATA

SOCIAL MEDIA
CONSUMER ACTIVITY
ANALYTICS

MARKETING INSIGHTS

OTHER DATA SET

4 CHARACTERTICS OF SOCIAL MEDIA
DATA
 Volume of Data
 Computational challenge.
 Network structure
 Users position may affect the outcome
 Tags applied by the user
 May reveal contributor's favorability
 Privacy
 Open platforms
 Challenges in social Media
5
Analytics
6 Data Preparation

 Collecting the relevant data

 Convert unstructured data into structured data

 Analysing the data

1.LIWC soft ware

2.clustering
 Representatives of Social Media Data
7

 Very little control over the data

 Consumer decide

1.If they will participate in the conversation

2.Content of their contribution

3.To which platforms they will contribute.

 Ying, Feinberg, and Wedel research on how previous product reviews effect the users
decssion.

 Volume and variance of previously contributed opinions affects these two processes.

 contributors may discuss any aspect of a brand, product, or service.

8 Data Integration

 Integrating data from different sources.

 Firm ability to relate social media activity to other sources.

 Firm ability to relate these data is limited.

 Diversification in customer needs.

 Privacy concerns of the consumer

 BEYOND SOCIAL MEDIA
9
LISTENING
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BEYOND SOCIAL MEDIA LISTENING
 Social media listening is the process of identifying and assessing
what is being said about a company, individual, product or brand on
the Internet.

 It combines the capabilities of social media listening with analytics.

 They further identify areas in which they believe there are

opportunities for innovation, both in research and implementation.
11 BEYOND SOCIAL MEDIA LISTENING
(cont’d)..
Brand Management: Supplementing Traditional Marketing Research

 Research has demonstrated the potential to use social media

analytics as a means of understanding perceptions of the brand and
how such perceptions may shift over time.

 Traditional marketing research tools are well established and

provide the gold standards.
12 BEYOND SOCIAL MEDIA LISTENING
(cont’d)..
Crisis Management: Forecasting Social Media Conversations

 It’s a report of what has already transpired rather than a projection of

what is expected to occur in the future.

Customer Relationship Mangement: Social profiling and Trageting

 Develops customer relationships and monitor past media behavior in

order to target service interventions.

13 BEYOND SOCIAL MEDIA LISTENING
(cont’d)..
Product Development and Innovation

 It provides insights about consumer preferences which are

particularly valuable for product innovation and development
processes.

Evaluating Other Marketing Actions

 Combines data with other marketing activities to evaluate their

impact on metrics of interest including awareness, traffic, and
ultimately purchasing behavior.
 Application of Social Media
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Analytics
 SOCIAL MEDIA ANALYTICS IN
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HOSPITALITY AND TOURISM

 Comparative examination on three online review platforms:

i. Trip Advisor

ii. Expedia

iii. Yelp

 The goal to provide a basis for understanding

the methodological challenges and for identifying opportunities for the development of
social media analytics in hospitality and tourism.
 RESEARCH DESIGN AND
ANALYTICAL FRAMEWORK

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 Data collection and Data
17
Analysis
 18 Data Collection

 Took place in late 2015 on all searchable hotel properties in

Site Data
Manhattan and NYC through Volume
Trip 439K
 Web crawlers were used to mimic a user’s access Advisor
Expedia 481K
 Several types of data were collected
Yelp 31k
 Expedia had highest reviews and Trip Advisor had high
reviews per hotel
 Data Analysis
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Data Analysis

Examine
Data Pre Development of relationship
Processing Key metrics between key
measures

Review
Review
Review Topics helpfulness
Sentiment
of identification score
Identification
development
20 Data Analysis – Data Pre Processing

 English reviews were collected

 Tokenization is a form of lexical analysis whereby a stream of text is broken up into

words, phrases, or other meaningful elements called tokens

 Each review was broken up into vector of unigram-based tokens using function called
Regex Tokenizer

 Review length was computed for each review

 Readability score % was measured

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Data Analysis - Development of Key Metrics
 Review Topics identification
 Latent Dirichlet Allocation used to review text to discover the main topics
 Output score was assigned to represent review containing a specific topic
 Review Sentiment identification
 Text mining procedure to discover emotive content
 Naïve Bayes method was used
 Each review was assigned a sentiment score between 0 and 1 with 0 and 1 representing the
two extremes of sentiment
 Review helpfulness score development
 Key indicator of review quality
 centroid-based summarization approach used to compare the three platforms
 Result of computing assigns a value of 0-1 depending on the helpfulness of each review
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Data Analysis- Examine relationship between
key measures
 Two linear regression models used to compare the three platforms
 Both regression analyses were run in the JMP statistical software by SAS
 Series of centralization operations were conducted
 Ensured the variance inflation factor (VIF) scores for all predictors in the
regression models were below 10, which effectively removed the
multicollinearity problem
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Findings
24 FINDINGS

 When the star-rating system of Expedia was applied to Trip advisor &
Yelp , discrepancies were caused.
 Discrepancies might be caused due to duplicates in downloaded data sets.
 Avg. reviews were higher in Trip advisor & Yelp . Also helpful response to
reviews were higher in them.
 87.5% of reviews in Expedia were of less than 50 words . People
expressed more in Trip advisor & Yelp.
25 FINDINGS : (contd.)

 People expressed their dissatisfaction more in Yelp . This is reasonable as Yelp is a

platform for local business.

 Most of the reviews was about basic service followed by core product.

 Reviews about basic service was more prominent in Yelp and it had less reviews
about landmark & attraction. Value related reviews were more prominent in
Expedia.

 Reviews with positive sentiments was more in Expedia and Trip advisor. Thus
Yelp had more polarizing customers.
26 FINDINGS : (contd.)

 Branded hotels had better rating than other hotels. But the difference was small to a factor
of 0.036.
 People find review length to be helpful. If the review length is short they mostly look at
other review characteristics.
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DISCUSSIONS AND IMPLICATIONS
28 DISCUSSIONS
 Due to the lack of understanding in social media-related studies,
three major review platforms such as TripAdvisor, Expedia, and
Yelp are used.

 In terms supply of hotel product, there appears to be huge

discrepancies between these platforms.

 In terms review data, TripAdvisor and Expedia are comparable to

each other, while Yelp is smaller.

 In terms of overall sentiment, TripAdvisor and Expedia are similar

while Yelp is quite unique.
29 IMPLICATIONS FOR RESEARCH
 First, directly drawing data from online websites must, indeed, consider the
inherent traits and biases in social media data.

 Second, there is a growing interest in understanding the communicative

effects of online reviews within and outside hospitality and tourism.

 Third, this study reveals the intricacies between some of the variables
associated with online reviews.

 Finally, this study also sheds light on the structure of guest experience as
revealed in online reviews and its connection with satisfaction.
30 IMPLICATIONS FOR PRACTICE

 This study clearly shows that not all review websites are created equal;
they vary considerably in quality and focus.

 Hospitality and tourism businesses must make wise .decisions when

choosing these channels to engage with their existing and prospective
customers.

 Therefore, businesses should develop effective means to encourage

customers to share their experiences in rich and constructive ways
31 CONCLUSION AND FUTURE RESEARCH

 Information technology creates new structures and dynamics in the market; therefore, it
is important for us to gain a solid understanding.

 In this study we showed that online review data drawn from three dominant platforms.

 The analytical framework applied in this study can be expanded to include more
theoretically meaningful variables.

 Therefore, this study will help develop the methodological and theoretical foundations
for social media analytics in hospitality and tourism and beyond.
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