Analysis from the courts to the social media arena
IBM’s analysis of the Australian Open goes beyond the stars battling it out on-court. It also incorporates what fans are saying online, as well as identifying which players are standing out as social media champions. That’s why IBM has built in Social Media Analytics technology into Tennis Australia’s Social Leaderboard on the Australian Open website. It tracks each player’s tournament journey, identifies the most popular players, and calculates the percentage of positive and negative social sentiment from fans.
Social Analytics Lead
Based in Sydney, Dev Mookerjee is our resident Social Media Analytics thought leader. With over 13 years of Business Analytics experience, Dev specialises in helping Australian companies identify threats and opportunities in the continuously changing world of social media.
IBM and Tennis Australia tracked 8,595,362 Twitter references about players during the 2014 tournament. On Twitter, @australianopen grew to 440,567 followers, an increase of more than 65,000 fans, up 80 per cent on 2013.
Ana Ivanovic’s upset win over Serena Williams drew 123,000 tweets during the match at a rate of 7,232 tweets per minute. ‘Game, set, match to @AnaIvanovic. She’s knocked out No. 1 seed #Serena Williams 4-6 6-3 6-3 #ausopen’ notched up the most retweets of the tournament from the official Australian Open account.
Advanced analytics and natural language processing of the social media data also provided a deeper understanding of public opinion about the players. Tennis Australia can use these insights in planning their own social media campaigns and shaping the real time conversation accordingly.
These capabilities are delivered on infrastructure that can access, store and analyse any data regardless of how fast it’s moving, what type it is or where it’s coming from.
A snapshot of the Australian Open Social Leaderboard in 2014
What this means for your business
By measuring unstructured information including positive, negative and neutral sentiments shared publically on Twitter, blogs, message boards and other social networks, IBM provides immediate insights into consumer conversations about issues, products and services. The advanced software even has the ability to distinguish between sarcasm and sincerity, by applying ‘machine learning’.
Think of IBM Social Media Analytics as a new and immediate form of market research. It can translate vast mountains of unstructured social commentary about your products, services, campaigns, employees and partners, to help guide your responses and make the most of any uncovered opportunities.
With public sentiment results displayed as configurable charts and detailed dashboards, IBM Social Media Analytics can help you:
- Grow your business by understanding consumer sentiment and evaluating the impact of marketing campaigns.
- Make fact-based decisions and strategies across a wide range of functional areas.
- Improve the customer experience by responding quickly to issues and requests.
Find new insights, spot new trends and make smarter decisions with the help of IBM