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Solution brief social media analytics
1. SAP Solution Brief
Business Analytics Solutions from SAP Objectives Solution Benefits Quick Facts
SAP Social Media Analytics
Social Media Analytics for
an Accurate and Real-Time
Understanding of Brand
Performance
2. Objectives Solution Benefits Quick Facts
How are you perceived by your
customers?
How are you perceived by your The customer voice has been democratized. On Facebook, Twitter, and
customers?
countless other forums, your buyers are posting their opinions about your
products and services. To better serve them, build your brand, and protect
market position, you want to know what’s being said. But how do you
listen and understand?
The SAP® Social Media Analytics application •• Gauge the social media impact of marketing
by NetBase can help – by extracting customer campaigns and events
perceptions from terabytes of social media •• Track awareness of external risks – such
commentary in real time. Now you can as social media awareness of health issues
better understand what your customers like associated with an ingredient you use in a
(and dislike) about your brands, categories, product
products, and services – while staying tuned •• Understand what is being said about your
to issues and trends. You can: competitors
•• Monitor brand health more frequently with •• Measure brand equity
fewer resources
•• Understand more than just positive and
negative sentiment with visibility into
customer behavior and emotion
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3. Objectives Solution Benefits Quick Facts
Our data at work for you
Our data at work for you With SAP Social Media Analytics, you get Delivered on demand, the offering gives you
instant access to a social intelligence ware- instant access to the software via a Web site
The advantage of natural language house containing 12 months of preanalyzed to track what’s being said about your brand.
processing social media chatter culled from more than This model eliminates the up-front capital
95 million sources. Every hour, we add and expenses associated with on-premise imple-
Dig deeper with intuitive analyze up to 500,000 new entries from these mentations, which eliminates the risk of
analysis tools sources so that you’re always up-to-date. business disruptions. What’s more, through an
You can also get real-time access to Twitter’s application programming interface, the offering
complete data stream – more than 250 million can integrate with other SAP software, such as
tweets per day on average.* the SAP Customer Relationship Management
application or the SAP BusinessObjects™
Business Intelligence platform.
A year’s worth of preanalyzed social media
data from more than 95 million sources is at
your disposal – instantly and on demand.
* Note: The full Twitter stream starts accumulating history
from the point it is turned on. Twelve months of preanalyzed
history is not available.
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4. Objectives Solution Benefits Quick Facts
The advantage of natural language
processing
Our data at work for you SAP Social Media Analytics uses an advanced •• Slang – for example, recognizing as positive
natural language processing (NLP) engine to a comment such as “My new phone is sick!”
The advantage of natural language read, analyze, and normalize every post cap- •• Alternative spellings – for example “luv,”
processing tured. Unlike statistical keyword matching, this “kewl,” or “gr8”
approach determines not only sentiment but •• Often-used shorthand – for example,
Dig deeper with intuitive deeper insights like opinions and emotions. “IMHO” or “ttyl”
analysis tools The offering starts by reading and diagram- •• Common misspellings – for example
ming every sentence it indexes (identifying the “teh/the”
nouns, verbs, and adjectives). It then catego-
rizes these according to your customers’ Language is complex, and no natural language
opinions, emotions, and behaviors. In addition, processing engine works perfectly every time.
it can understand: SAP Social Media Analytics makes all of our
categorizations transparent by giving you full
access to posts. If you see something that looks
askew, you can simply right-click to dig deeper
and get the full context of the actual posting.
Are your products “sick”? That may be a good thing.
Natural language processing helps you understand
what your customers feel about your brand.
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5. Objectives Solution Benefits Quick Facts
Dig deeper with intuitive
analysis tools
Our data at work for you With SAP Social Media Analytics, you can •• Drill down to examine individual comments,
organize your findings into themes or catego- presorted by precision and identified themes
The advantage of natural language ries to view overall buzz, emotions, behaviors, •• Export data and graphics into presentations
processing and net sentiment trends. For example, words or reports in a single step
and phrases such as “awesome,” “excellent,”
Dig deeper with intuitive “pretty awesome,” and “terrific” can be Using scorecards, you can also track the rise
analysis tools grouped together into a single insight called and fall of brand sentiment. A passion-intensity
“enthusiasm.” You can also: score, for example, measures how strongly
•• Create custom filters that categorize posts consumers feel about your brand, while a brand
across brands, demographics, or topics of passion index compares your brand intensity to
interest the competition. These and other scorecards
•• Refine searches and isolate brand are served up as at-a-glance visualizations that
commentary with ambiguous names help you benchmark the status of your brand
(such as “Cheer”) in the market and track performance over time.
Take the extra steps needed to understand
not only the “what” about markets, consumers,
and the competition – but also the “why.”
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6. Objectives Solution Benefits Quick Facts
The benefits of knowing what your
customers are saying
The benefits of knowing what your With SAP Social Media Analytics, you can or event is creating the level of social media
customers are saying monitor customer sentiment and make rapid buzz you desire. And you can also track
modifications to your products and services. the social Web chatter about the brands of
This enables you to better meet customer your competitors. The result is competitive
expectations and improve customer loyalty. advantage and the ability to more effectively
You can also track risks to your corporate and differentiate your brand.
product brands, detecting if issues are going
viral or fading away, to appropriately scale And don’t forget that the application is deliv-
your reaction to the issue at hand. ered on demand according to a subscription-
based model that minimizes initial investment
SAP Social Media Analytics helps you measure costs. With the software managed on our end,
the success of marketing campaigns too. In your IT resources are free to focus on activities
real time, you can determine if your campaign that drive greater value for your business.
We put valuable consumer, market, and
competitive insights from the social Web
at your fingertips. Imagine the benefits.
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