As modern society gets more and more digital, online conversations gain in relevance. Usually, an online conversation about a subject is spread across different narrative ecosystems and platforms (Blogs, Forums, Communities, Social Networks).
Therefore, organizing data is key to driving a strong digital marketing strategy.
One of the main complexities in this activity is to make sense of the data and organize it according to topic or taxonomies.
Moreover, access to the data is often limited by user privacy, time constraints, and the fact that the data is sometimes too unstructured to be easily manipulated.
ROIALTY has developed a new social intelligence engine that supports conversation monitoring, data recording and organization in an innovative way that allows Digital Marketers to obtain useful, structured information to create customized digital strategies for their audience.
The platform is able to create value-added insights from non-structured information, something like “translating” natural language to measurable data!
It’s no longer a keyword thing: the platform analyzes in real-time the meaning of sentences in a defined ecosystem (the web, social networks, emails, internal documents), this information is then categorized and is intelligently organized with the other data available.
The magic happens thanks to a unique combination of refined linguistic models and sophisticated machine-learning algorithms. The semantic engine of ROIALTY needs just a few simple lines of parameter annotation and each query can include thousands of word combinations.
The best part is that each marketing department can independently configure its own rules and parameters.
Sentiment Analysis Process
The sentiment is determined using algorithms based on Natural Language Processing (NLP): the system features a library of the popular patterns of keywords and key topics.
These patterns can be added in a taxonomy of semantic profiles, so that the engine will scan and recognize social interactions focusing on these rules, improving the accuracy and ranking of sentiment. For example, if terms such as ”bad” or “beautiful” are words in the popular domain, terms such as “cumbersome” or “manageable” can be added because they take part in the brand’s specific reference domain.
The sentiment analysis process isn’t limited to identifying only popular patterns, it can verify how patterns are associated to the relevant topic currently being monitored (brand mention, product mention or product features).
Social Metrics Integration with Standard Metrics of Brand Reputation
There are three features in ROIALTY to help digital marketers make sense of social interactions:
• Web Distilled
• Facebook and Twitter Analytics
• Hashtag Report
Web Distilled is dedicated to the activities of Brand Reputation: real-time analysis of all public web sources referring to the specific brand domain or topic.
The essential metrics of a Brand Reputation Strategy are referred to:
How much talk on the web: Buzz and buzz trend
How to talk: Sentiment and polarity (Negative, Neutral, Positive)
Where to talk: Source Ranking (Google Page Rank)
Facebook and Twitter Analytics: ROIALTY tracks metrics to understand the performance in terms of conversation, semantic annotation and brand reputation. This is particularly useful to evaluate the impact of events and marketing campaigns.
Hashtag Report shows the flow of any chosen hashtag. In this way, it is possible to evaluate the exposure and the reach achieved by a hashtag or particular keywords. This is a great help when dealing with events covered by multiple live tweeting forums.
Correlation Engine of complex eventsROIALTY’s Semantic Engine has a “loyalty-oriented” approach evaluating the interactions among brands and users. Moreover, the platform facilitates the connection with users integrating social logins and social activators with the brand’s digital ecosystem. Social activators are engagement dynamics motivating the users to connect all their own social network accounts with Brand’s Web Site. For example, a brand can give incentives to users using a defined hashtag or sharing content, etc.
The role of Social Listening has dramatically changed over the years: social listening is becoming social intelligence and the challenge for brands is to get value from the interactions they have with their followers in online narrative ecosystems as well as translating these activities into measurable performance and business analytics. ROIALTY Platform represents the evolution of social media monitoring. In fact, with the ROIALTY Social Intelligence Platform it is possible to transform conversations into Actionable Business Insights!