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How can social media analytics be used in the consumer products industry? Also, What do you think are the key challenges, poten-tial solutions, and probable results in applying social media analytics in consumer products and services firms? please I need clear and enough explanation
less In x "BOOKS/9780134635316/ch/3321/4/10.00:52.7 Social Network Analysis Metrics SNA is the systematic examination of social networks. SNA views social relationships in terms of network theory, consisting of nodes (representing individuals or organiza- tions within the network) and ties/connections (which represent relationships between the individuals or organizations, such as friendship, kinship, or organizational position). These networks are often represented using social network diagrams, where nodes are represented as points and ties are represented as lines. Application Case 5.8 provides an interesting example to multichannel social analytics. Application Case 5.8 Tito's Vodka Establishes Brand Loyalty with an Authentic Social Strategy If Tito's Handmade Vodka had to identify a single awareness. In an interview with Entrepreneur, social media metric that most accurately reflects its founder Bert "Tito" Beveridge credited social media mission, it would be engagement. Connecting with for enabling Tito's to compete for shelf space with vodka lovers in an inclusive, authentic way is some- more established liquor brands. "Social media is a thing Tito's takes very seriously, and the brand's great platform for a word-of-mouth brand, because social strategy reflects that vision. it's not just about who has the biggest megaphone," Founded nearly two decades ago, the brand Beveridge told Entrepreneur. credits the advent of social media with playing an As Tito's has matured, the social team has integral role in engaging fans and raising brand remained true to the brand's founding values and (Continued ) Accept & Close We use cookies so you get the best experience on our website. By using our site, you are agreeing to our Cookie Policy,Chapter $ . Predictive Analytics II: Text, Weh and Social Mech Andyikes MT This helps Gelhausen manage Inbound messages and quickly identify which require a response. in Sproul's Instagram Profiles Report, which helps them identify what media is receiving the axal "Sprout allows us to stay on top of the corner- enjoyment, analyze audience ckinographics and salione we're having with our followers, I love how growth, dive deeper into publishing paitems, and you can easily interact whh content from multiple quantify outbound hashing performance Given accounts In one place," said Gelhausen. Instagram's new perarelived feed, It's important Spreading the Word on Twitter that we pay attention to what really does resonate." said Gelhanan. Tho's approach to Texter is simple: engage in pit- Using the Ireingram Profiles Report, Time's haw sonal, one-on-one conversations with fire Dialogue been able to measure the imput of its Eslagrim is a driving force for the brand, and over the course marketing strategy and device its approach accent- of 4 months, 25% of Tweet sen were replies to ingly. By utilizing the network is another way to inbound aug3. engage with fans, the brand his steadily gren its Using Twitter as an open line of axemundo- Crane audience. In 4 morch, @TanVodka 21w tion between Tito's and its fans resulted in a 163 24 a 12.the rise In follower and a 1714 Praise in increase in engagement and a +3 54 gain In faillow- CODIRTINTE On werope, each piece of published content gained by interactions, and mentions of ers. Even more Impressively, Time's ended the quarter with 538306 oneinic Impressions-an #1% Hot & the brand's kebag "thechardmadewalka, grew by similar strategy is applied to Instagram, which To's 1245 10 allergthen and toster a relationship with fans by publishing photos and videos of new ncipe Where to from Here? Ideas, brand events and initiathis. Social to an ongoing imelment in ome and allen- tion. The's will continue the momentum the brand Capturing the Party on Instagram experienced by komnenting each quarter alo Its19-15 Message Ontails V Business Intelligence, Analy VitalSource: Business In X ybooks/9780131635316/chi/334!/4/4@10.DO:24,1 sonal, one-on-one conversations with fans. Dialogue been able to measure the impact of its Instagram is a driving force for the brand, and over the course marketing strategy and revise its approach accord- of 4 months, 88% of Tweets sent were replies to ingly. By utilizing the network as another way to inbound messages. engage with fans, the brand has steadily grown its Using Twitter as an open line of communica- organic audience. In 4 months, @TitosVodka saw tion between Tito's and its fans resulted in a 162.2% a 12.6% rise in followers and a 37.1% increase in increase in engagement and a 43.5% gain in follow- engagement. On average, each piece of published ers. Even more impressively, Tito's ended the quarter content gained 534 interactions, and mentions of with 538,306 organic impressions-an 81% rise. A the brand's hashtag, #titoshandmadevodka, grew by similar strategy is applied to Instagram, which Tito's 33%. uses to strengthen and foster a relationship with fans by publishing photos and videos of new recipe Where to from Here? ideas, brand events and initiatives. Social is an ongoing investment in time and atten- tion. Tito's will continue the momentum the brand Capturing the Party on Instagram experienced by segmenting each quarter into its On Instagram, Tito's primarily publishes lifestyle own campaign. "We're always getting smarter with content and encourages followers to incorporate our social strategies and making sure that what we're the brand into everyday occasions. Tito's also uses posting is relevant and resonates," said Gelhausen. the platform to promote its cause marketing efforts Using social to connect with fans in a consist- and to tell its brand story. The team finds value ent, genuine, and memorable way will remain a andmad VODKAGrades - Spring-2019-1: (7 Message Details Business Intelligence, Analy ) Vitalsource: Business In X + y di vitalsource.com/#/books/9780134635316/ch/3331/4/40 0.00:49.0 actively uses Twitter and Instagram to have one-on- nice way to keep on top of hashtags and see general one conversations and connect with brand enthusitrends in one stream," said Gelhausen. asts. "We never viewed social media as another way These learnings are presented to Tito's to advertise," said Katy Gelhausen, Web & Social in-house mixology team and used to ensure the same Media Coordinator. "We're on social so our custom- ers can talk to us." quarterly recipe is communicated to the brand's sales team and across marketing channels, "Whether To that end, Tito's uses Sprout Social to under- you're drinking Tito's at a bar, buying it from a liquor stand the industry atmosphere, develop a consistent store or following us on social media you're getting social brand, and create a dialogue with its audience. the same quarterly cocktail," said Gelhausen. Recently and as a result, Tito's organically grew its The program ensures that, at every consumer Twitter and Instagram communities by 43.5% and touchpoint, a person is receiving a consistent brand 12.6%, respectively, within 4 months. experience-and that consistency is vital. In fact, Informing a Seasonal, Integrated according to an Infosys study on the omnichannel Marketing Strategy shopping experience, 34% of consumers attribute cross-channel consistency as a reason they spend Tito's quarterly cocktail program is a key part of the more with a brand. Meanwhile, 39%% cite inconsist- brand's integrated marketing strategy. Each quarter, a ency as a reason enough to spend less. cocktail recipe is developed and distributed through At Tito's, gathering industry insights starts with Tito's online and offline marketing initiatives. social monitoring on Twitter and Instagram through It is important for Tito's to ensure the recipe Sprout. But the brand's social strategy doesn't stop is aligned with the brand's focus as well as larger there. Staying true to its roots, Tito's uses the plat- industry direction. Therefore, Gelhausen uses form on a daily basis to authentically connect with Sprout's Brand Keywords to monitor industry trends customers. and cocktail flavor profiles. "Sprout has been a really Sprout's Smart Inbox displays Tito's Twitter important tool for social monitoring. The Inbox is a and Instagram accounts in a single, cohesive feed. We use cookies so you get the best experience on our website. By using our site, you are agreeing to our Cookie Policy. Accept & CloseMy Grades - Spring-2019- [ Message Details Business Intelligence, Analy ( Vitalsource: Business in X + bookshelf.vitalsource.com/#/books/9780134535316/chi/6357/40 0.00-100 308 Chapter 5 . Predictive Analytics II: Text, Web, and Social Media Analytics Application Case 5.8 (Continued) cornerstone of the brand's digital marketing efforts. Questions for Discussion Using Sprout's suite of social media management tools, Tito's will continue to foster a community of loyalists. a new Highlights: . A 162% increase in organic engagement on Twitter Source: SproutSocial Case Study, "Tito's Vodka Establishes Brand . An 81% increase in organic Twitter impressions Loyalty with an Authentic Social Strategy. http://sproutsocial.com/ . A 37% increase in engagement on Instagram insights/case-studies/titos/ (accessed July 2016). Over the years, various metrics (or measurements) have been developed to analyze social network structures from different perspectives. These metrics are often grouped into three categories: connections, distributions, and segmentation. Connections Accept & Close We use cookies so you get the best experience on our website. By using our site, you are agreeing to our Cookie Policy
