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What a monitoring of the 2012 Oscars can teach you on social media operation

By Scup Team, on 27th of February of 2012. Categories: Studies

The 84th edition of the Oscars dominated movie fan’s conversations in social media. From the flashes on the red carpet to the announcement of the winners, the Awards generated X mentions on Twitter, Facebook and the blogosphere from 6PM yesterday to 8AM today, according to a study realized by Scup. In attendance, were the stars invited to the Awards as well as – obviously – the winners of the principal categories: ‘The Artist’ (Best Picture), Jean Dujardin (Best Actor) and Meryl Streep (Best Actress). In addition to showing the repercussion of the Oscars in the digital world, the analysis that we prepared shows how to execute a social media monitoring.

> Two members of our team selected the key words that would be monitored by Scup, in accordance with the objectives of the analysis (i.e.: to show the volume of mentions per hour and the most mentioned actors in a descending order);

> In this process, the team decided to search for mentions of the nominees for Best Picture, Best Actor, Best Actress, Best Director, Best Original Screenplay and Best Song in Twitter, Facebook and the blogosphere (Google Blogs);

> Next, one of the team created the searches in Scup. This task lasted an hour;

> To create a search for Scup you first need to understand the search logic of each social medium. For example, in Twitter the OR function has the same meaning as the word, however, in Facebook the pipe ( | ) fulfills this role. Then the Settings tab needs to be selected, followed by Searches in which a new search needs to be created in the appropriate social network;

> Due to the large volume of mentions collected by the monitoring, we decided to create a rule that would allow us to analyze a sample of the data. Of all of the collected items, only 10% were tagged due to this rule. This task lasted more than half an hour;

> In total, the two members of our team spent 2 and a half hours to create the study – from the searches to the rules. The main prerequisite to implement this monitoring was the knowledge of Scup’s functioning;

> Whilst they worked on the monitoring, a web designer was creating the structure of the infographic in which the study is presented. The task was executed in about 6 hours;

> Finally, the analysis of the data started on Monday morning (February 27) and took about three hours. Part of the information was extracted from Scup’s Reports tab, specifically mentions per hour and mentions per social network. The identification of the most mentioned movies and actors was done with our sample: we filtered the ‘sample’ tag, we exported the data to CSV format, we selected the ‘Body:description’ column and created a cloud of words which presented visually to most mentioned terms.

Any quetions? Ask us at help@scup.com.br

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Check out the importance of Scup Social in the operation of social networks of the second largest private bank in Brazil

By Eliseu Barreira Junior, on 15th of February of 2012. Categories: Market

The second largest private bank in Brazil, Bradesco is now one of the main users of Scup Social. This interview with Marcelo Salgado, Bradesco’s social networking manager, explains Scup’s importance in operating the bank service in the digital world. He covers the challenge of creating ‘real’ connections with customers and considers the lessons social media has taught Bradesco.

Scup – What is Bradesco’s main objective in Social Media?
Marcelo Salgado - Everything we do is based on relationships with our customers. This demonstrates our focus and explains why the area of social media is not within the marketing area of the bank. It is part our communication channels, which serves customers.

And what is the major challenge?
To obtain scale. In truth, with money and communication, it would be very easy to have 1 million of fans on Facebook. Some brands have done this, right? But how do we do this with a focus on customer service and relationships? Our major challenge is to establish a connection and relationship with the customer on a much larger scale. Today, for example, our Facebook page has almost 25 thousand fans. We have not done anything proactive to attract them. They came spontaneously out of the conversations we have established. We want to reach more people, talk to more people. We want to speak to one million, two million people, if possible, but we want to talk to them properly. We really want to do this, not only one page with 2 million fans. We want to grow and preserve the quality of relationships we have today. If I just attract people to my page and do not have an operational base to talk to and assist real people, I will fail.

What is the importance of Scup in Bradesco’s social media operations?
Scup gives us the certainty that everything that is being said about Bradesco is captured and collected. The tool makes it easier to manage customer service, thanks to the historical record of interactions with customers. The person who begins attending to the customer is not always the one who finishes thanks to this. The possibility that Scup gives to include information on customer service is fundamental in these cases. Another point that is reassuring is the ease with which we can contact you (i.e.: Scup). The fact that the tool is Brazilian helps a lot.

Were there difficulties to implement the customer service operation in social networks at Bradesco?
For us it was a little easier because the bank already has a customer service history established. This is the DNA of the bank. In 1985, Bradesco created the first customer service center in Brazil only to hear complaints, called “Alô Bradesco”. Since then, the bank has structured its entire customer service network to attend to complaints. In consequence, complaints that customers make by e-mail and phone are recorded by the system, which everybody in the bank has access to. When people register a complaint via social networks, it goes to the same system. We take the advantage of a ready structure to do our work in social media.

“FOR US, BRANDING IS TO DO CUSTOMER SERVICE. IT IS THROUGH GOOD CONNECTIONS THAT THE BRAND IS BETTER COMMUNICATED”

How are Social Media and Marketing departments related within the bank?
We have a horizontal relationship in the bank. We are also in contact with marketing almost all the time because our work involves the brand. The first step we take is always to think about the value we deliver to the client. There is a dialogue between customer service and marketing all the time, it cannot be any other way. Our area of social networks is divided between the of strategy and relationships. We were used to understanding customer service totally separately from brand. I think the main thing that social networks have shown is that there is not a lot of difference between one and the other. The connection you make with your customer at any stage of service, point of contact, is branding. For us, branding is to do customer service. It is through good encounters and connections that the brand is better communicated.

How big is Bradesco’s social network team?
I can say that there are more than 10 people. All of used to work in the customer service area of the bank. They were selected based on the knowledge they have of social networks.

Bradesco’s Social Media department was highlighted last year after responding to a request from a client on Facebook with a poem. In your opinion, is the biggest difficulty of companies today to find the right tone with which to talk to people on social networks?
I do not see this as a problem for our team because it has two very important features. First is its customer service DNA, which allows my staff to know what it can and cannot say. Second, my team knows about social networks and has an accurate writing style, which allows it to be creative, responding to customers with smilees and other such touches. It is important to remember it is our policy to give responses in line with the language of networks, with empathy for the interlocutor, which often means different answers from standard answers in a database.

What are the main lessons that you take from Bradesco’s Social Media operations?
Social networks are a thermometer for everything. If an attendant from any area of the bank fails, the first place where this appears is the social network, even before the technical departments are aware that there is a problem. We also learned a lot about the language that consumers expect from us. We, as a bank, have a very careful and formal way of speaking to customers and it is not always what is expected. Sometimes the customer wants more flexibility and transparency. It is worth remembering that insights are produced daily by all of our conversations and interactions in social networks and that we share them with the executive board of the bank.

In relation to the way Brazilian companies are using social networks, what do you think needs to improve?
I believe that few companies explore the customer service potential conferred by social networks. I’m saying this from a personal experience. Only some companies are exploring the possibility that they have to engage with people, getting information and creating meetings with customers to transform the experience they have with the company. Some companies are managing to increase the number of followers of their profiles in a stratospheric way, but they forget the main feature of a social network: the connection. A network is not a large group of people; it is the connections that those people create between each other. That bubble can burst at any time. If you have 3 million people on your Facebook page, but do not know how to talk to them, the rate of engagement around your brand becomes non-existent. Not to mention that this seems false, like a TV advertising can sound false. To work within a network, you must have a relationship.

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Grammy 2012: how to monitor a big event through social media

By Scup Team, on 13th of February of 2012. Categories: Studies

From 6PM on Sunday to 4AM on Monday, the Scup Social monitoring collected 119,126 items on the Grammys, 61% on Twitter and 39% on Facebook. The study showed how the tool can be used to measure the impact of a big event through social media.

The British singer Adele was crowned the biggest winner of the 54th Grammy Awards, the biggest international music awards. She won in 6 categories – all of those she had been nominated for. The Oscars of music, as the Grammys are also known as, dominated conversations in social media. From 6PM on Sunday to 4PM on Monday, the Scup Social monitoring collected 119,126 items relating to the awards, 61% on Twitter and 39% on Facebook.

To collect this information, we set up six searches on Twitter and 6 searches on Facebook.

Twitter searches: we used a Twitter search (in English), the operator OR and quotation marks (to search for exact terms). The search terms used included variations of the name of the awards, the names of the main nominees and the names of the main categories.

1. “Grammy 2012” OR “Grammy Awards” OR “54th Grammy Awards” OR “Grammys” OR #grammyglam OR #grammy

2. Grammy Adele OR “Foo Fighters” OR “Lady Gaga” OR “Bruno Mars” OR “Katy Perry” OR “Bon Iver” OR “Mumford & Sons”

3. Grammy “Rolling In The Deep” OR “Holocene” OR “Grenade” OR “The Cave” OR “Firework”

4. Grammy “Record Of The Year” OR “Album Of The Year” OR “Song Of The Year”

5. Grammy 21 OR “Wasting Light” OR “Born This Way” OR “Doo-Wops & Hooligans” OR Loud

6. Grammy “All Of The Lights” OR “The Cave” OR Grenade OR Holocene OR “Rolling In The Deep”

Observations:

a) When you use the operator OR, your monitoring will collect various different terms in the same search;

b) Whenever you need to search for an exact term or expression, use quotation marks (“”). Therefore, the terms collected by the search will always be the exact combination of words in the same order, and;

c) In Twitter searches number 2, 3, 4, 5, and 6, note that the term “Grammy” appears once at the beginning. This is the main term of the search and the others are related to it. In this case, the items collected by our monitoring had to contain the first term. The operator OR is used whenever you want to search for one term or another. Therefore, terms such as ‘Grammy 21’ or ‘Grammy “Rolling In The Deep”’ were collected for example.

Facebook searches: we used the Facebook search (in English), the pipe operator | (equivalent of OR) and quotation marks (for exact expressions). The search terms used included variations of the name of the awards, the names of the main nominees and the names of the main categories.

1. “Grammy 2012” | “Grammy Awards” | “54th Grammy Awards” | “Grammys”

2. Grammy Adele | Grammy “Foo Fighters” | Grammy “Lady Gaga” | Grammy “Bruno Mars” | Grammy “Katy Perry” | Grammy “Bon Iver” OR Grammy “Mumford & Sons”

3. Grammy “Rolling In The Deep” | Grammy Holocene | Grammy Grenade | Grammy The Cave | Grammy Firework

4. Grammy “Record Of The Year” | Grammy “Album Of The Year” | Grammy “Song Of The Year”

5. Grammy 21 | Grammy “Wasting Light” | Grammy “Born This Way” | Grammy “Doo-Wops & Hooligans” | Grammy Loud

6. Grammy All | Grammy “The Lights” | Grammy “The Cave” | Grammy Grenade | Grammy Holocene | Grammy “Rolling In The Deep”

Observations:

a) In Facebook, the ‘pipe’ ( | ) is equivalent to OR in Twitter;

b) Like Twitter search, it is also possible to search for exact expressions by using quotation marks (“”); e

c) We also associated the terms with other words. Note that the word needs to be repeated – it does not only appear at the beginning of the search, in contrast to Twitter.

After having set up the searches, we selected Scup Social’s Reports tab in order to see the volume of items collected per hour in each social medium and the number of people reached by the messages (Coverage).

In the Relationship tab, we were able to visualize the number of men and women who mentioned the awards.

Finally, in the Monitor tab, we filtered the items collected by Number of RTs and Comments to isolate the most shared messages.

Did you like our study? Do you have any questions? Ask us in the comments space!

IN SUMMARY | The study shows how a monitoring tool can be used to measure the impact of a big event through social media.

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Questions & Answers about Scup Social

By Scup Team, on 12th of January of 2012. Categories: Questions & Answers

22 questions & answers about Scup Social:

How do I measure the influence of my monitoring over a particular month? In the filter of Relationship tab, can you only filter on a scale of days (15, 30 etc.)?
At the present, the automatic option for users to measure the influence on the Relationship tab is limited. Thus, it is only possible to measure it using a parameter based on days. The solution is to make a monthly export in CSV and build a database. So if you need to identify the influencers of a specific period, you will have registration filed and will not take the risk of being without the information.

I would like to close some searches, since some projects were completed. If I do it, I will also lose the reports of these searches?
You can stop a search and keep the historical, ensuring the visualization of the reports. In this case, you should pause the searches of the monitoring, which stops to collect, but ensures the storage of everything that was collected for up to 2 years. If you delete a search or even eliminate the monitoring, the historical will be deleted from our database and you cannot recover the data. (more…)

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Adding efficiency on Facebook’s search

By Scup Team, on 22nd of August of 2011. Categories: Functionalities

Operator “OR”

We have great news for you who use Scup for Facebook monitoring. Now you can use the operator OR, and make searches with more than one word, using pipe |. What does that mean?

That means that you can reduce the number of searches by words.

For example, if you want to create a search with the words “car” and “motorcycle”, that words could be in the same search. Like this way: car | motorcycle.

Using this operator, you can reduce your searches on Scup. Today, Facebook allows us to collect items for only the last 30 days, but may be extended in the future. The items that are collected are just the public ones.

If you had Facebook searches registered, how do you configure this option without losing previously collected items?

  1. Create a new search with keywords and the pipe | ,
  2. Then pause your old searches on Facebook.

Searches by “exact words/phrase”

Now, you can register searches with keywords “exact”, using quotation marks (“”), like, “old car” to see the exactly result of this expression.

You also can use in the same search the operator pipe (|) and quotation marks (“”), like the example: “old car” | “old motorcycle”.

PS: This search ignores characters between the key words.

Search by “locale”

To have more specific searchs, you can use “locale”, a search that combines language + local.

Facebook searches become more effective with locale selection, which includes goes beyond simply language selection.  For example, you can search Spanish item keywords original only from Spain.

Available languages are listed on the form to add Facebook’s search.

If you have any questions or suggestions, please contact us: help@scup.net

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Monitoring’s optimization: exclusion by Word

By Scup Team, on 22nd of April of 2011. Categories: Functionalities

This week, we added new functionality to help you exclude words from being collected.

Exclusion of Words by Search

Some social media don’t allow the use of operators to exclusion of words by search. For example, today Facebook don’t allow any way to exclude words in a search, so same results can “dirty” your monitoring.

How does exclusion by Word work?

Exclusion by word is rule-driven.  This rule and the words or expressions that will be exclude and register like the images below.




You can also choose the period that this exclusion will happen: every day or in some specific period.

How to register words?

You can use words or exact phrases to create your exclusion rules.

For example, if you don’t want to collect items about the Simpsons cartoon in a FOX Channel monitoring, type in the first line the exact phrase, “The Simpsons”, but you don’t need to use quotation marks (” “), just the expression itself.

You can also use regular expressions, like: if your rule needs to exclude items that have the words “have” and “having”, type in the first line the expression /hav(e|ing)/i

In this way, the rule will identify the items that have one of these words. You noticed that in this example were typed slashes in the begin and in the end of the expression (that is necessary for this rule to work) and after that the letter “i”, to be case insensitive. To understand better a regular expression and how it works, look at this website.

PS:

• This rule can’t be applied to older items, the exclusion starts when the rule is completed, and just for new items.
• You can save items in your searches by collecting less items and focusing on what’s needed.
• A very important tip: if the Social Media that you are monitoring allows exclusion operators, like in Twitter the sign “-” (minus), always use that proceeding. To know more about the logic of each Social Media click here.

If you have any questions or suggestions, contact us: help@scup.net.

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Why should we make sentiment analysis and tag?

By Scup Team, on 22nd of March of 2011. Categories: Best practices

In Scup operations, it is possible to tag and make sentiment analysis references, videos and posts obtained in your monitoring, helping data gathering be analyzed not only quantitatively but also qualitatively.

It is important that those who perform monitorings understand the content of the references obtained, that is, what the tagging operation allows you to do, once after doing that, it is possible to analyze what people have been most commenting about the brand or product monitored.

What is tagging?

It is a kind of “label” assigned to a reference.


What is Sentiment Analysis?

Sentiment analysis is to specify if a reference is positive, negative or neutral.

Why Should We make sentiment analysis and Tag?

When you make sentiment analysis and tag the references of your monitorings, you start working with the information obtained qualitatively, which is highly important to interpret what people have been saying about brands and products on the networks. It allows you to understand public opinion about products, services and your company’s brand. The quality of information may contain a great knowledge for everyone involved, including for crisis prevention.

Registering Tags

Registering tags is very simple on tabs Setting / Tags and Add Tags. It is possible to create several tags at once by clicking (+) on Add Tags page.

Tips for your Tagging and Sentiment Analysis operations:

• Before starting your classification operation, have in mind your monitoring strategic purpose,
• Create a document with monitoring information for your team reference,
• Establish the tags and the description of which kind of topics can be tagged with that specific tag. e.g.: Tag Trash (everything not related to your brand),
• Use keywords to establish the topics that can be classified by each tag. e.g. Tag Delivery: Deadline, before deadline, late, delay,
• For Sentiment Analysis, many issues can be raised about references, such as irony, so discuss with your team about the interpretation possibilities for that reference and always keep your plan updated,
• Keep your team oriented about brands and companies actions monitored, therefore, the establishment and orientation about which TAG is to be used will be easier,
• For punctual campaigns, use a specific TAG for each event in order to have a more precise analysis. e.g.: Tag fair 1, Tag fair 2.
• Establish rules to make teamwork easier, which can be useful for big campaigns with a great volume of automatic rules, both for sentiment analysis and tagging.
• When a user, for example, mentions two products in a single reference and there are in your plane specific tags for each one of them, establish a priority between the products: which of this information needs to be more observed? Generally, less commented products should be top priority, once they require more attention because they are less mentioned.

• Dividing tags into groups also helps data analysis, for example: Moment, who, influencers, feedbacks, etc. e.g.: Purchase Moment, Use Moment, Cancellation Moment.
• If your team performs services via Scup, establish a work flow, once not all references are subject to services, so establish subject and non-subject tags.
• When references are divided into the team, it is possible to establish tags for each employee and divide among them, thus establishing rules.
• For classification, establish what shall be considered for each sentiment analysis, for example: Shall actions feedbacks with the expression “thank you” be considered positive?

Why did Scup choose a non-automated work?

Our team works with the purpose of making daily actions simpler and less complex for social network professionals, so why didn’t we automate sentiment analysis and tagging?

Because we understand that the references interpretation and especially the feelings are better analyzed by people, an automated job is hardly capable of identifying really relevant tags and classification criteria for a specific kind of business. When a person interprets it, it is possible to view the users’ history, and that helps you better understand the message the user wants to convey. With this kind of analysis, we can say that the information can be interpreted with a more strict criteria and relevance.

As we believe in social media as a way of relationships, it is sensible that people read, interact and classify in a context, so that true relevant information can be obtained by the company. A machine cannot interpret, for Globo, for example, that the establishment and classification of a reference with a tag “Soap Opera” is relevant information.

Examples of Tweets:

In this situation, the user informs that the technician showed up and solved the problem, but we cannot be sure if this Tweet, which causes confusion when being interpreted, is positive because the technician showed up, or negative by the lack of confidence in the job performed?

In this example, the user is ironical when writing “Surprisingly, the connection is hardly ever down!”, so did she expect to have problems and not that she is satisfied because the Internet is not down?

In situations like these, when people’s interpretation makes difference, it is possible to understand and discuss with the team what is the meaning of all that, and be prepared to further situations, something that an automated interpretation would not be able to do with so many details.

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The Blind Spot Effect in social media monitoring

By Scup Team, on 22nd of February of 2011. Categories: Functionalities

Social media monitoring has been changing the way that companies deal with the data available on the Internet, helping them to create market intelligence reports, and develop strategies of impact in relationship on specific social networks. In this scenario, it becomes increasingly important to capture data more accurately, especially when it comes to customer service operations (SAC 2.0). A major challenge for this scenario is called “Blind Spot”, the set of relevant mentions about the brand that are not captured through monitoring.

Studies show that in some specific cases, almost 80% of relevant mentions about the brand may not be captured. This represents a significant problem for companies, which hope to get the majority of mentions. We discuss here some cases where this effect “blind spot” can occur and how Scup is positioned to minimize this problem.

What are the causes of blind spots?

You can “lose” mentions in your monitoring for several reasons. Some of them are technological issues and others are in the way that the monitoring tool was configured or customized.

Some technological issues:

  • Closed profiles (defined privacy by user)
  • Social Networks that do not provide APIs or data interfaces for searching information
  • Incorrect language identification of posting
  • Content Filters made ​​by data providers

Questions of configuration / customization of the tool:

  • Choosing inadequate keywords
  • Unavailability of customizing search expressions to remove or include a specific term

How to minimize and avoid as much as possible?

We can guard against blid spots through a basic job of choosing keywords, which is part of the strategy for monitoring a project: choosing keywords that also involve variations and slang, as well as choosing properly the language and location and optimize search expressions is essential.

However, besides the target here is to avoid blind spots, and being aware of those ones that you cannot eliminate. This awareness is important for companies, which provide aligned monitoring services with the information and their customers.

Scup is clearly positioned to assist these two points. An example is the way searches are registered, network to network, which means that you cannot register a keyword in all searches automatically, since  it misleads behavior that generates a lot of blind spots (keywords and expressions in a network cannot work on others, or some specific network can optimize the results.)

Another example is the way we deal with search expressions. We seek to explain the data source and represent the exact search on Scup in the way it is done on the network. The user knows what to expect from search, and does not get that feeling of “black-box”, without knowing where or how the results are being collected. For teams that work very seriously with social media it is essential.

Like it? Do you have any suggestions or questions? Send an email to us support@scup.com.br, or any of our social media channels.

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All you need to know about Exporting on Scup

By Scup Team, on 22nd of January of 2011. Categories: Functionalities

Exporting is one of the features that most helps our customers to generate reports. W e made this post so that you can understand all the exporting options so your reports will become more complete and more effective.

You can filter the items you want to export to files in CSV (Excel) format directly to   Scup Monitor, segmenting information according to your need. The options to filter the items are:

• Keyword

• Date

• Registered searches

• Publications

The benefit of exporting items by filter is that the analyzed data will just be what you want.  For example: If your monitoring has many tags or searches, it does not need to export everything and build filters.  If the analysis must be done in a search, only your work will be simplified with this filter action.

You can export the items that really matter, just choose among the filter possibilities: tags and search you want to export. See the video, how is the selection of filters:

Exporting historical of user and publications

After exporting the data it is possible to compare the data in spreadsheets, or produce a specific report about effect publications or relationship with a particular client. On the worksheet, you can separate by social network used for publications, items that were removed and the contents from the responses.

Just click the button to export the chat historical with specific users or all publications produced within Scup. Watch the video to understand how this feature works:

Limit of exporting plans

There is no limit over the amount of items exported from monitoring.  This is an essential operation that helps our customers on a daily basis, to prepare reports and control the relationship actions, and for this reason we believe you should have unlimited access to your data.

Exporting Control

In the Tools tab you can see the historical of effect exporting, available information are:

• Number of exported items

• Collaborator

• Date

The period available for viewing is the anniversary date of your plan, of which your plan expires in 01 day the view of exporting is the first of the current month until the first day of next month. The intention is that exporting may be registered for security reasons in customer transactions.

Exporting Data

Exporting to Excel organizes the data in a spreadsheet on your monitoring, so you can compare data and generate reports.  Here is an example of exporting data to Excel:

Do you have any question or suggestion? Send it to us: support@scup.com.br

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Limitations when developing your relationship strategy on Twitter and Facebook

By Scup Team, on 24th of November of 2010. Categories: Best practices, Functionalities

When developing a monitoring with the intention of keeping a relationship on social media, it is very important to understand the limitations of this operation in order to avoid being surprised with restrictions existing in each of the networks.

Three recurrent limitations should always be remembered for this process:

• Number of daily interactions allowed for each network

• Posting permissions

• Situations in which the results are not captured (more…)

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