Our strength your value Social Media Intelligence
SGA as a Preferred Research Vendor SG Analytics is a KPO providing end-to-end customized research to global clients across US, Europe and Middle East. Our two delivery centres based in India, Pune (known as Oxford of the East ) and Hyderabad, provide the required contingency and business continuity planning (BCP) to our clients. SG Analytics diverse research platform provides scalable and cost effective research to our clients Page I 2
What Sets SGA Apart SGA is unique in the industry for its combined offering of the following three propositions + + Robust Delivery Model Cost Leadership Multi Lingual Capabilities Highly qualified delivery team (mostly MBAs) with relevant prior experience in social media intelligence and research across different geographies Sector specialists and desktop publishers augment research done by analysts Presence in Pune and Hyderabad, which have lower cost of living compared to Delhi, Mumbai or Bangalore Pune, a university town provides abundant supply of trained manpower Ability to conduct both research in multiple European and Asian languages, such as French, German, Spanish, Portuguese, Arabic, Japanese, Korean, Mandarin, and Cantonese Recognition by Clients Ranked 3 rd among Leading Providers of Knowledge Process Outsourcing Services Globally for Overall Satisfaction 2010 by Black Book of Outsourcing Ranked as one of the top 50 best managed services companies in the world by DataMonitor (ranked 20th, top 1 percentile amongst 2,751 companies) in 2010 Page I 3
SGA: Strong Domain Knowledge An Overview of the Social Media landscape Sign up for personal broadcast feed, e.g., Twitter, identi.ca Brief overview of the status quo of Social Media: Keep in touch through personal and business profiles, e.g., Facebook, LinkedIn, Google+ Monitor online buzz, e.g., NM Incite, Radian 6 Monitoring tools Social networks Microblogs Media & file Sharing Upload, share and comment on photos, videos, and audio, e.g., Flickr, YouTube Wikis Search, create, and adapt articles, e.g., Wikipedia, Wikia Social networks and blogs continue to be the dominant social media types Facebook is the dominant social network with over 1bn users Today 4 in 5 active internet users visit Social Media sites Evaluate and rate products and services, e.g., Yelp, Qype Reviews Discussion forums Discuss topics in open communities, e.g., Technorati, The Nest Approx. 40% of social media users access content from mobile devices Group up purchase online and to share shopping tips, e.g., Threadless, Levi s Friends Store Social commerce Social gaming Blogs Publish and discuss opinions and experiences, e.g., Blogger, Tumbir 70% of active social media users shop online Social Media users are influential offline Connect with friends and strangers to play games, e.g., Zynga, Gaia Source: McKinsey Page I 4
Our strength - Social Media Intelligence SG Analytics supports social media monitoring companies in the following areas: Structuring data Big data contains a lot of noise. Clean and structured data is key to fruitful analysis. We help social media monitoring companies in cleansing, tagging, decoding and categorizing online conversations. Analyse what is going on in the Social Media sphere. Coverage of all social media communication channels What s the buzz? Analysis of volume, content, location, development over time How is the tone? Sentiment analysis (with the human touch!) Who is talking? Influencer Analysis / Community Analysis What are competitors doing? Peer group analysis Is there something cooking? Crisis Analysis / Social seismography Create research reports. Customized. Daily, weekly, monthly, yearly and real time. Page I 5
Example Sentiment Analysis Total Model Sentiment Model Sentiment by Topic Verbatim 9 6 15 6 4 109 25 275 36% 10% negative neutral positive 100% 80% 60% 40% 20% 0% 17% 44% 50% 22% 33% 33% 27% 33% 7% 33% 67% 33% 75% 25% 65% 18% 17% 92% 8% 20% 76% 4% 54% The following analysis is based on limited verbatim and therefore no trends could be justified. Commentary Model generated positive sentiment of 36% and negative sentiment of 54%. A report about Company s plans to introduce the Model facelift by next year generated 92% positivity for the sub-topic Marketing. Additionally, 187% of sales hike was recorded by the Company s US counterpart in April 2012. Intent/Recommendations also generated positivity of 65%. Model was recommended as a car within the price range of USD 20-30k. Neutrality of 76% was generated by the sub-topic Other. Competitor announced the launch of a model 1 petrol version in the US, which is similar to Company Model. A discussion thread on Forum Team BHP posted complaints by users about the Model without ABS, which drove 67% negative sentiment under the sub-topic Internal Build. I want to recommend one more that is Company Model which ranges from USD 30k to 45k. Gaadi Competitor Unveils Model -Based model 1. The Automotive India Forums Model has no ABS and no brakes to talk about. Team BHP Forum Page I 6
SRS Example Social Net Promoter Score KPIs Company SRS: 6.3 Month on Month: -0.2 10.0 9.0 8.0 7.0 6.0 Social Reputation Score 8.0 7.0 6.0 Social Reputation Score Timeline 5.0 4.0 3.0 2.0 1.0 0.0 6.9 6.3 5.8 5.6 Company Competitor 5 Competitor 4 Competitor 3 5.0 4.0 3.0 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Company Competitor 5 Competitor 4 Competitor 3 Commentary Company had a SRS of 6.3. The news about the proposed launch of Company model in the US was the driver of positivity for the brand. Competitor 5 generated the highest SRS at 6.9 this month. The launch of a petrol version of Competitor 5 smodel, which is said to be the most fuel efficient car in the US, resulted in a good score for the brand. Competitor 4 s SRS decreased from last month s 6.3 to 5.8, while SRS for Competitor 3decreased from last month s 6.1 to 5.6. According to a survey results published on The Economic Times, Competitor 3 and Competitor 4 were ranked 14 th and 22 nd respectively amongst the US best marketing companies for 2011. Sentiment by Brand 100% 80% 179 90 87 144 60% 40% 220 230 372 174 20% 0% 27 18 34 41 Company Competitor 5 Competitor 4 Competitor 3 Page I 7
Case Study 1: Online Brand Analysis Client: The client is a Social Media Research Firm Client Requirements: To conduct a study of trends and sentiment in the online community regarding brands of a global manufacturer of confectionery Work done: SGA conducted a qualitative and quantitative analysis of pre coded data from social media platforms and forums including: Analysis of brands by mind share,topics and sentiment Identification of trends and other interesting insights as well as their key drivers Analysis of the structure of communication channels Who are the main influencers Generating actionable recommendations for further research and strategic planning Creating the research report Page I 8
Case Study 2: Decoding and Categorization of Social Media Verbatim Client: The client is a Social Media Research Firm Client Requirements: To categorize and tag verbatim from social media regarding brands of a global automobile manufacturer Work done: SGA decoded more than thousands of verbatim in connection to brands of a global automobile manufacturer including Tagging verbatim in connection to brand sentiment, pricing issues, ecological issues, service quality etc Identifying inconsistencies Categorizing verbatim The task was performed on the database of the client using remote logins Page I 9
Case Study 3: Monitoring & Analysis of Online and Print Media Client: The client is large Global Wealth Management Firm Client Requirements: To study the sentiment in the print and online media regarding the brand, key management personnel as well as the competition. Furthermore to study trends and sentiment in regard to regulatory issues within the industry. Work done: SGA monitored the media in context to certain topics and analyzed trends based upon the findings Collecting data to the topics to be studied from over 50 print and online media on a daily basis Summarizing the news in regard to brand, competition and regulatory issues Sentiment Analysis in regard to brand, competition and regulatory issues Creating a daily research report with news summaries and sentiment analysis Monitoring of brand, competition and regulatory environment Page I 10
Key Contacts Ahmed Hakki, Vice President ahakki@sganalytics.com +41 79 576 15 86 Simran Wadhwa, Senior Manager simran@sganalytics.com +91 985 0248 555 Disclaimer: No part of this presentation may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the permission of SG Analytics. All materials in this presentation have been sourced from SG Analytics databases. For detailed sourcing information contact SG Analytics. Page I 11