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Jana Sedivy @ IABC 2015

How to listen to your customers at scale using social media
by

Jana Sedivy

on 11 November 2015

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Transcript of Jana Sedivy @ IABC 2015

...from data...
...to ...
insight?
Understanding
Customer Conversations
using Lexical Maps

Jana Sedivy
THANK
@janasedivy
authenticinsight.com
YOU
Jana Sedivy
Companies are

to their customers
trying to listen
But your customers
are already talking
about you.
The
Problem?
There are a lot of them!
And they are disorganized and unstructured...
The typical Big Data problem:
How to move...
Lexical Maps
Lexical Maps
visually represent thousands of conversations.
Words
that appear infrequently are
circles
smaller
COLORS
CLOSE TO
represent conversation clusters.
Words that
occur together frequently appear
EACH OTHER
on the visualisation.
indicate trending up or down.
ARROWS
Sample lexical map of social media for
Adobe Acrobat
vs. three competitors
Konica Minolta's Unity software or DocuPro provide legal organizations easy to adapt redaction tools that provide the privacy and confidentiality needed for the legal industry. Security options, such as authentication and digital rights ...
It includes advanced Bates stamping features, a highly accurate OCR engine to convert image files to searchable PDF and searchable PDF/a's, redaction and highlighting capabilities.” ... DocuCo designs, delivers and has acquired a number of technologies and solutions that make knowledge workers more effective from their speech recognition software to document scanning and conversion programs…
In order to save costs, the council conducted an assessment of the market's major PDF creation and conversion software applications, evaluating the price, performance, features and compatibility with its Citrix environment. DocuCo solution...
solution
technology
management
feature
advance
http://blog.officeware.com/?p=435
http://blog.parityresearch.com/information-governance-reshaping-ediscovery-landscape-a-major-theme-at-legal-tech-2013/
http://www.it-footprint.co.uk/Datacentres/1428206/do_you_have_a_license_to_save_money.html
html
install
default
TECHNICAL
DEFAULT INSTALLATION
access
update
exploit
java
security
vulnerability
SECURITY ISSUES
JOBS REQUIRING ACROBAT EXPERTISE
proficient
experience
knowledge
ability
are
with
Words associated
DOCUMENT MANAGEMENT SOLUTION
google
chrome
viewer
process
You can also get into individual comments
Words
that appear
frequently are
CIRCLES
LARGE
No specialized knowledge
Easy to digest
But it takes practice
Local tweets in a city
Responsive Brands
can respond to local issues as they happen
Politicians
can react to local events
News agencies
can track breaking news
Technology by
Tech support emails/chats
Social Media
Emails
to product managers
Online product forums
All you have to do is listen...
Competitor 1
and 2
are discussed together.
All 3
are discussed in relation to
Acrobat
roughly the same amount.
ACROBAT
is getting the largest share of voice
Start by highlighting
the competitors.
DocuCo
is in different conversations than Competitor 1 and 2.
Google Analytics
Voice of Customer programs
Focus Groups
Satisfaction Surveys
Tweets from Saudi Arabia
Munitions ship in Yemen
Teacher's rights
Possible terrorist attack
Women's rights
Religious quotes
6800
tweets in
10 mins
There are
many data sources
without any new data collection
Full transcript