Analysis Archives - Successful Blog

Simple Sentiment Analysis for Small Business

June 13, 2013 by Rosemary

Stop reading this post right now if youÂre rolling in cash, have a team of more than 10 people involved in your marketing efforts, or if your social media headquarters looks anything like this:

OK, now that those lucky folks are gone, letÂs talk reality for most of us.

Are you relying solely on Google Alerts to find out what your customers are talking about? Maybe you took it one step further and set up a Hootsuite column to track Twitter mentions. What are you doing with that information as it accumulates?

Welcome to the club.

But we can all take it up several notches this week, by implementing a few simple routines.

Step One – Start Proactively Listening

Use the free tools at your disposal and start seeking out mentions of your brand, your company, and your industry. Both Topsy and Social Mention are great options, and will cover Google+ and Twitter, as well as blogs. I do this task weekly, gathering the resulting information into a spreadsheet.

WhatÂs that you say? No-oneÂs talking about you? Not to worry.

Turn the tables, and evaluate sentiment about your big brand competitors. Find larger companies that are in your industry and see what people are saying about them. Is it positive or negative? You might uncover a great business opportunity, or a competitor weakness by doing this. Bonus: you might discover topic ideas for your blog!

Step Two – Self-Exams Are Useful Too

Particularly if you donÂt have a lot of external social discussion going on yet (maybe you just launched, or you havenÂt gotten traction yet), evaluate the contents of your email feedback or support questions. Analyze whether the questions and reactions youÂre getting from your own customers are positive or negative. Talk to your colleagues and collect some anecdotal evidence if you donÂt have a formal online feedback tool.

Step Three – Act on the Data

Now that you have some indicators of sentiment, get further value out of the exercise by engaging with those who mentioned you. For example, if Topsy revealed a Tweet that gave you a shout-out, you might reply to that person with a thanks. If you found that a certain person has been promoting your content consistently, you might want to reach out and look for some of their content that you can promote.

On the flip side, if you find someone who is unhappy with your services or who has mentioned your company in a negative light, evaluate whether you can address the issue and turn them around. This is one of the strong suits of social media—the ability to capture those negative reviews and the opportunity to respond to them.

Are you doing any sentiment analysis right now? How might you add this data to your marketing tool kit?

Author’s Bio: Rosemary OÂNeill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Big Data for Bloggers

May 23, 2013 by Rosemary

Have you noticed? Big data is the new buzzword. Apparently, itÂs so hot you should Âmake out with it,Â according to Mitch Joel in his new book, CTR ALT DEL.

But if youÂre like most entrepreneurs, bloggers, or small business owners, you have no clue what big data is, or how it might apply to your business.

So here is my all-access definition: Âbig dataÂ is sets of information that are way too large to be accessed or analyzed on your average computer or set of servers. Think of data being fed from RFID tags globally, or all of the data in FacebookÂs open graph, or earthquake sensor networks. YouÂre probably contributing to big data yourself, whenever you serve up an ad on your site from an ad network.

Perhaps none of these big data sets apply to your blog site, but the wider discussion about how to draw business insights from big data absolutely does apply.

Maybe we should call it Âmedium data.Â

Here are three ways you can use medium data to draw insights for your blog.

Google Analytics

ItÂs free, and itÂs getting deeper every day. If you havenÂt signed up yet, hereÂs a quick tutorial on how to get started with Google Analytics.

At the most basic level, you can draw insights on who is visiting your blog, which content is the most popular, and where you can improve.

Once you dive deeper into the data, you can figure out whether all that time you spend on Twitter is actually driving people to your blog using Advanced Segments in Google Analytics.

Customer Surveys and Interaction

If youÂre a blogger, your customer is a reader, perhaps a commenter or member of your community. Maybe they downloaded your eBook or signed up for an online course. Every time you interact with them, you have an opportunity to gather intelligence.

Whether itÂs a quick one question Âhow did you like that bookÂ sent in a followup email, or a more in-depth customer survey, you have the ability to pull together data to feed your future efforts.

John Jantsch said in an article a year ago, ÂUntil a business of any size gets serious about listening to their customers, talking to their customers, and measuring every possible data and touch point, the promise of more data will only serve to distract.Â

Accessing Big Data from Researchers

All of the data you use doesnÂt have to come from your own blog site or customers. There are myriad free or inexpensive resources out there that can help you build business insights on your subject area.

Organizations like Edison Research, Gartner, and The Social Habit routinely produce scientifically valid research based on a much wider data set that you can access on your own. Find a research outlet that covers your industry or topic, and leverage their reports to come up with blog post ideas, watch for future trends, and increase your own utility to your audience.

Are you using data (small, medium, or big) to draw insights for your blog?

Image: Flickr CC

Who’s Reading Your Comments?

March 3, 2006 by Liz

Who’s Listening?

Washingtonpost.com Blog Buzz Article screenshot

You’re looking for a new TV. . . . You’re not certain whether you want Hi-Def or plasma screen. You decide to research it online. You find a few blogs and forums. You start reading, asking questions, making comments about the TV that you have now.

You’re a saavy Internet user. You know that not all you read will be true–that some folks will be talking without knowing anything, and some will be there to just sell you. You also know that what you say will stay where you wrote it long after you leave it behind.

But did you know that sophisticated software could be picking up your comments, evaluating them, and sending that information back to the manufacturer? Blogging, list serve, and forum comments have become a predictor of consumer trends.

The comments are particularly valuable for measuring customer sentiment because they’re gut-level and spontaneous. “Internet word of mouth is extremely important,” said Steve Rubel, a marketing expert and senior vice president at Edelman public relations. “You see what the most vocal consumers have to say about you and about your competitors — and they’re saying it without necessarily knowing you’re watching them.” –from Washingtonpost.com Blog Buzz Helps Companies Catch Trends in the Making, March 3, 2006

It was inevitable.

Nielsen Ratings? No Nielsen BuzzMetrics

In a merger that took place last week, BuzzMetrics joined with Intelliseek to form Nielsen BuzzMetrics. The new enterprise uses trawling software to collect, sort, and evaluate consumer comments to a level of sophistication that allows an overall rank of positive or negative, with details that to the other way. An example of that might be

I’m totally sold on the new plasma screen by Company K, but I worry about their customer service.

Neilsen BuzzMetrics captures hundreds of thousands of comments daily. They are literally tracking word of mouth–well, word of keyword as mouth proxy. The data is sorted, compiled to meet specific job parameters, and trends are plotted for client companies.

What Does This Mean?

As with any new technology, it’s only as smart as the people who use it. As with any data tool, the art is in how you choose to sort and interpret it.

This new process could mean that consumer companies will start doing things that need to get done, because consumer issues will come to light.
It could mean companies will hear faster and move faster when they have a customer base that is unhappy with them.
It could mean that customer service would happen and companies will be more profitable–the economy could improve for everyone.

Companies could let the software make decision for them.
We could end up with even more “sit-com,” one-size-fits-all consumer solutions than we have already.

What I See

If you think about it, this is hi-tech version of a poll or a focus group and as such, it carries the same values and pitfalls. I can’t help but think about a court transcript that might read like this:

Policeman: May I have permission to search your car?
Driver: Oh yeah, that’s what I want.

Without context, it’s not certain whether the driver’s answer is a “Yes, please do.” or a “Not on your life.”

The leaders who know what to take and what to leave from a Nielsen BuzzMetrics report will make great gains. Those who blindly follow the numbers will be as lost as they were before.

The good news for small business is that trend, if it becomes the norm, provides one more temptation for big companies to be looking in the wrong direction–to be getting overly-involved with discussing the data rather than taking what they need and moving on.

While big companies are playing with this new toy that brings everything down to numbers. Small enterprises can channel their energy into building brands based on innovating and strong relationships with real people–their customers.

Business is relationships not numbers. No matter how you compile, sort, and plot it. If you don’t understand the people who are talking, it’s awfully hard to tell which words are important and which words don’t mean a thing.

–ME “Liz” Strauss