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Object logo recognition (OLR) is revolutionizing the way businesses monitor and manage their brands. Check whether you can use its benefits for your company.Object logo recognition (OLR) is a specialized form of image recognition technology that identifies and classifies logos within digital images or videos. This process leverages machine learning algorithms to analyze visual patterns and features characteristic of specific logos. The system is trained on a vast dataset containing numerous examples of logos in various orientations, sizes, and contexts to learn the distinctive elements of each logo. When presented with a new image, the algorithm processes it through multiple layers, extracting features such as edges, textures, and shapes, and then compares these features to its learned representations to determine the presence and identity of logos. This technology is widely used in brand monitoring, marketing analysis, intellectual property protection, and automated content moderation.<figure class="image image_resized" style="width:75%;"><img src="/uploads/Inside_Post_Images_ec1259b29c.webp" alt="Inside Post Images.webp" srcset="/uploads/thumbnail_Inside_Post_Images_ec1259b29c.webp 245w,/uploads/small_Inside_Post_Images_ec1259b29c.webp 500w,/uploads/medium_Inside_Post_Images_ec1259b29c.webp 750w," sizes="100vw"></figure>In the field of object logo recognition, several key players and tools have emerged, providing solutions for identifying and classifying logos in digital content. Google Vision AI is a prominent tool, leveraging Google's extensive expertise in machine learning and image analysis to offer robust logo detection capabilities. Amazon Rekognition, another leading service, utilizes advanced deep learning algorithms to identify logos, among other objects, within images and videos. Other notable players include IBM Watson Visual Recognition, which provides image analysis and logo detection services, and Clarifai, known for its customizable AI models and high accuracy rates. At SemanticForce, we believe that we also have unique strengths in OLR, such as our comprehensive approach to detecting logos alongside other objects, thereby providing our customers with a richer contextual understanding.<h2>Benefits and Applications of OLR</h2>Object logo recognition offers numerous benefits for businesses, significantly enhancing brand monitoring and protection, marketing strategies, customer engagement, and operational efficiency. By automatically identifying and tracking logo appearances across digital platforms, OLR enables businesses to monitor their brand's presence and detect unauthorized usage, safeguarding intellectual property. In marketing, OLR provides valuable insights into brand visibility and the effectiveness of campaigns by analyzing where and how logos appear in various contexts. This data can inform more targeted and impactful marketing strategies. Additionally, OLR enhances customer engagement by helping brands understand and respond to consumer interactions with their logos in real-time, fostering a more personalized and responsive approach. Finally, OLR streamlines operations by automating the labor-intensive process of logo detection and analysis, allowing businesses to allocate resources more efficiently and focus on strategic decision-making. Overall, OLR empowers businesses with precise, actionable intelligence to optimize their brand management efforts.Object logo recognition has versatile applications across various industries, enhancing operational capabilities and strategic initiatives. In retail, OLR helps track brand visibility and customer engagement in both physical and online stores, providing insights into product placement and advertising effectiveness. E-commerce platforms utilize OLR to detect and manage counterfeit products, ensuring brand authenticity and protecting consumers. In the entertainment and media industry, OLR assists in analyzing brand placements within content, enabling companies to measure the impact and reach of sponsorships and advertisements. Additionally, visual brand semantics, an advanced application of OLR, goes beyond mere logo detection to understand the contextual and aesthetic nuances of brand imagery. This deeper analysis helps brands comprehend how their visual identity is perceived in various contexts, thereby enhancing brand awareness and consistency.<h2>How SemanticForce Uses OLR to Help its Clients</h2>At SemanticForce, we believe that by leveraging OLR and visual brand semantics, companies can gain comprehensive insights into their brand's visual presence and impact across different media and consumer touchpoints. As mentioned above, one of our key strengths is the ability to detect logos alongside other objects, providing a broader contextual understanding of how and where brands appear. This holistic approach extends to the detection of text and scenes within images, allowing for a nuanced analysis that captures the full spectrum of visual and contextual elements. SemanticForce's extensive experience is reflected in its wide source base for analysis, encompassing not just social media platforms but also a diverse array of other sources such as news outlets, blogs, and forums. This broad data collection capability ensures a more robust and representative understanding of brand presence and sentiment. By integrating these advanced detection and analysis techniques, SemanticForce enables businesses to gain deeper, actionable insights into their brand's visibility and perception across the digital landscape.

Object logo recognition (OLR) is revolutionizing the way businesses monitor and manage their brands. Check whether you can use its benefits for your company.

How Object Logo Recognition Can Help Your Businesses

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In today's digital landscape, businesses are turning to audience insights to comprehend their audience beyond surface-level social media chatter. Let's have a look at this tool and examine how SemanticForce approaches it.In today's digital age, businesses are increasingly turning to social media platforms to gather insights about their audience. Social listening, the process of monitoring social media channels for mentions of a brand, product, or industry, has become a staple in many marketing strategies. However, while social listening provides valuable information about what people are saying, it often falls short in providing deeper insights into why they are saying it. And while internet is filled with various sentiments, much of the chatter originates from a relatively small group of users, and it frequently fails to accurately reflect their overall attitudes.More traditional ways&nbsp;tools such as surveys, focus groups, demographic research, and ethnographies were conventional methods for businesses to fill the gaps and construct an image of their audience. However, these approaches are labor-intensive and costly to execute, often yielding small sample sizes that inadequately represent the entire audience. For instance, survey respondents may fit into predefined demographic categories, yet demographics alone fail to capture the multifaceted nature of a target audience. Consumer behavior is influenced by a myriad of factors beyond age or income bracket. Understanding the intricacies of a customer's purchasing journey requires a more comprehensive approach.<figure class="image image_resized" style="width:75%;"><img src="/uploads/Audience_Insights_Inside_Post_Images_7250126033.jpg" alt="Audience-Insights_Inside-Post-Images.jpg" srcset="/uploads/thumbnail_Audience_Insights_Inside_Post_Images_7250126033.jpg 245w,/uploads/small_Audience_Insights_Inside_Post_Images_7250126033.jpg 500w,/uploads/medium_Audience_Insights_Inside_Post_Images_7250126033.jpg 750w," sizes="100vw"></figure>This is where audience insights come into play. Unlike social listening, which focuses on monitoring conversations and sentiment, audience insights delve into the characteristics, behaviors, and preferences of your target audience.&nbsp;Audience insights are instrumental in clustering potential customers into groups with similar behavior patterns, preferences, and interests, as well as in creating a detailed picture of an "ideal customer."&nbsp;By understanding your audience on a deeper level, you can create more targeted and effective marketing campaigns, improve customer experiences, and drive business growth.<h2>What Are Audience Insights?</h2>Audience insights is a comprehensive methodology employed by businesses and content creators to gain a deep understanding of their audience across various channels and platforms. This methodology involves analyzing multiple dimensions of audience data to uncover insights into their interests, demographics, behaviors, and sentiments. The term seems to sound a little bit vague, but with a breakdown of the key components of audience insights it becomes crystal clear:1.&nbsp;Data about the Channel/Page Audience: Audience insights begin by collecting data about the audience of a specific channel or page. This includes information such as interests, subscriptions, followership, and engagement metrics. By examining these data points, businesses can identify trends and patterns in audience preferences and content consumption habits.2.&nbsp;Social and Demographic Parameters of the Audience: Understanding the social and demographic makeup of the audience is essential for creating targeted and relevant content. Audience insights delve into parameters such as gender, age, education, and earnings to paint a comprehensive picture of who the audience is. This demographic data provides valuable insights into the characteristics and preferences of the audience segments, enabling more effective audience segmentation and targeting strategies.3.&nbsp;Actions and Reactions of the Channel/Page Audience: Audience insights also analyze the actions and reactions of the audience within the channel or page environment. This includes interactions such as comments, likes, shares, and mentions. By monitoring these activities, businesses can gauge audience engagement levels, identify popular content topics, and understand how the audience responds to different types of content. For example, tracking user interactions like comments and likes can reveal the sentiment and level of engagement surrounding specific posts or videos.4.&nbsp;Text Semantics of the Audience: In addition to quantitative data, audience insights also examine the qualitative aspects of audience engagement, particularly the semantics of text-based interactions. This involves analyzing the language, tone, and sentiment of comments, replies, and other textual content generated by the audience. By conducting sentiment analysis and text mining techniques, businesses can gain insights into audience sentiment, opinions, and attitudes towards specific topics or content pieces. Understanding the textual semantics of audience interactions provides deeper insights into audience preferences, concerns, and feedback.As you can see, audience insights are a multifaceted methodology that combines quantitative and qualitative analysis techniques to uncover valuable insights about an audience's interests, demographics, behaviors, and sentiments. By leveraging these insights, businesses and content creators can tailor their strategies, content, and messaging to better resonate with their target audience, drive engagement, and achieve their marketing objectives.<h2>Our Approach to Audience Insights</h2>SemanticForce places a heavy emphasis on developing cutting-edge solutions in the field of audience insights. Firstly, our expertise lies in deep semantic analysis for audience preferences, a capability that sets us apart in the market. While few players engage in semantics, we excel in dissecting the intricacies of language and sentiment to unveil nuanced audience preferences. Secondly, our ability to aggregate and cover millions of comments, posts, and interactions is unmatched. Even fewer players possess the capacity to collect and analyze data on such a massive scale.Furthermore, when combining our deep semantic analysis with the aggregation of millions of comments, we stand as a unique entity in the market. Our capability to perform deep semantic analysis on such a vast volume of data remains unparalleled, providing our clients with unparalleled insights into their audience's behaviors and preferences.On top of that,&nbsp;we specialize in hater analysis, where we meticulously examine negative sentiment and feedback from individuals who hold unfavorable views towards a brand or content. Our proficiency extends also to fan analysis, where we thoroughly analyze the engagement and support from enthusiastic followers and advocates of a brand or content. We conduct subscriber analysis, delving into the behaviors and preferences of subscribers to understand their unique needs and interests.Additionally, our team excels in the analysis of actions and reactions, meticulously studying user interactions such as comments, likes, shares, and mentions to gauge audience engagement and sentiment. Finally, we specialize in the analysis of content from the audience, thoroughly examining user-generated content to uncover valuable insights into audience preferences, trends, and behaviors. Through our expertise in these areas, we provide comprehensive audience insights that drive strategic decision-making and business growth.&nbsp;

In today's digital landscape, businesses are turning to audience insights to comprehend their audience beyond surface-level social media chatter. Let's have a look at this tool and examine how SemanticForce approaches it.

Beyond Social Listening: Why You Need Audience Insights

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<h2>Enhance your Pinterest presence with smart social listening and learn to leverage Visual AI for greater engagement and a competitive edge.</h2>Pinterest is a сrucial tool for businesses aiming to expand their online presence and connect with potential customers. Its unique visual format allows companies to showcase their products and services in an appealing way, making it advantageous for businesses in industries such as fashion, home decor, food, and crafts. By curating boards that reflect their brand identity and values, businesses can effectively engage their target audience and drive traffic to their websites.With almost 498 million monthly active users and a yearly growth of 7.5%, Pinterest provides marketers with a vast audience. However, it's not just quantity but quality that sets Pinterest apart from other social networks. According to the company's statistics, 76.2% of Pinterest's users are women, with 28.5% falling between the ages of 25 and 34, making it a significant platform for reaching this demographic.On top of that, 8 out of 10 users report positive feelings associated with using the platform. Additionally, nearly half of the US users have an annual income exceeding $100,000, explaining why Pinterest's user base tends to have high purchase intent. This makes it an ideal platform for businesses looking to convert leads into sales, with 85% of weekly Pinners making a purchase based on a pin they see, and ads on the platform delivering a 32% higher return on ad spend than other digital platforms, especially in industries like food, health and beauty.<h2>Pinterest is More than a Marketplace</h2>It's tempting to view Pinterest as a straightforward sales platform, especially for small niche sellers, and indeed, for many, it is just that. In such instances, tracking metrics like pins, saves, impressions, engagements, audience demographics, and top-performing content can often suffice to drive sales and improve performance. However, there's more to it than meets the eye, and this is where social listening tools become crucial for obtaining deeper insights.Social listening for Pinterest goes beyond monitoring one's own metrics; it involves analyzing competitor performance, identifying industry trends, and adapting strategies accordingly. Moreover, monitoring general trends on Pinterest helps businesses tailor content to resonate with their target audience more effectively. This proactive approach ensures businesses remain relevant and engaging in a constantly evolving digital landscape.In addition to tracking metrics and trends, social listening on Pinterest involves monitoring conversations about one's brand. This includes keeping tabs on mentions, comments, and discussions related to products or services. By promptly addressing customer feedback and concerns, businesses can strengthen brand reputation and foster positive relationships with their audience.<figure class="image image_resized" style="width:75%;"><img src="/uploads/Inside_Post_6b15d66a28.jpg" alt="Inside-Post.jpg" srcset="/uploads/thumbnail_Inside_Post_6b15d66a28.jpg 245w,/uploads/small_Inside_Post_6b15d66a28.jpg 500w,/uploads/medium_Inside_Post_6b15d66a28.jpg 750w," sizes="100vw"></figure><h2>Visual AI as a Tool to Monitor Pinterest</h2>Visual AI is pivotal in bolstering social listening endeavors on Pinterest. Through functionalities such as Logo Recognition, businesses can precisely pinpoint instances where their brand is highlighted or referenced on the platform, facilitating improved tracking of brand visibility and sentiment.Additionally, Object and Landmark Recognition (OLR) capabilities empower businesses to analyze image content, identifying prevalent trends and user preferences. For instance, if you represent a luxury watch brand and wish to ascertain whether photos from a sponsored event feature competitor watches, Visual AI serves as an invaluable tool for this purpose.There are other tools specifically tailored for an image-centric platform like Pinterest. For instance, Collection Analysis assists businesses in discerning which pins resonate most with their audience. Moreover, evaluating image ranking in Pinterest's search results for specific keywords can aid in refining the SEO workflow.Overall, social listening tools empower businesses to extract meaningful insights from Pinterest's visual content, driving more informed decision-making and amplifying their marketing efforts, especially when used in conjunction with experienced professionals.

Enhance your Pinterest presence with smart social listening and learn to leverage Visual AI for greater engagement and a competitive edge.

Sphere of Pinterest: Social Listening for the Image-Driven Platform

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Through technologies like NLP and machine learning, companies can grasp customer intent across various channels, enabling personalized offerings and improving overall satisfaction. The more valuable each customer is to a given business, the more critical this tool becomes.Intent detection is useful for businesses, providing a strategic advantage in understanding customer needs and streamlining operations. At its core, intent detection involves leveraging advanced natural language processing (NLP) algorithms to analyze and understand the underlying purpose or goal behind user inputs. This process includes extracting meaning from text or speech, allowing businesses to decipher customer intent. Machine learning models, such as recurrent neural networks (RNNs) or transformer architectures, are often employed to discern patterns and context within user queries.<h2> Types of Customer Intent</h2>Sometimes it's challenging to discern the underlying purpose or goal behind a user's input, as people may not always explicitly state their intentions clearly. In many cases, intents require more context analysis, as potential customers may express their goals indirectly or through ambiguous language. However, with the right tools, various types of intent can be identified precisely. Let's explore the relevant types of intent for businesses.First and foremost, there's&nbsp;purchase intent, where users express their desire to buy a product or service. It's a straightforward cue for a dealership to engage.Then there's a more subtle type:&nbsp;purchase consideration, where someone is contemplating buying but not entirely certain. The conversation in this case requires finesse, as too much pressure can backfire.The complexity increases with&nbsp;indirect intent. For instance, does an Instagram post praising a watch model mean the user is ready to buy it? It's a different cohort of potential customers that businesses shouldn't overlook but need to be treated differently.Another scenario is&nbsp;unsuccessful intent, where customers are dissatisfied with the service received, which can be detrimental for businesses in sectors like real estate, luxury, and automotive retail.All said, intent detection is equally useful at dissecting&nbsp;churn, which refers to communication not relevant to a specific business context. For example,&nbsp;negative intent where a user writing that she or he will never buy an expensive watch means one's not a potential customer.<h2>Does Every Business Need Intent Detection?</h2>By employing intent detection, businesses can automate responses, streamline customer interactions, and gain valuable insights into user behavior. Whether integrated into analytical tools, CRM systems, customer support chatbots, or virtual assistants, intent detection empowers businesses to provide more personalized and efficient services, contributing to improved customer satisfaction and operational efficiency.Nevertheless, can it be too much of a good thing? Our intent classification from the previous paragraph can be a good guideline in this case. On one extreme, for companies selling mass-produced goods on a large scale, the fight for every client's opinion online may be literally too much. The decision to buy Pepsi or Coke for a Christmas dinner won't crucially impact both companies. On the other hand, for businesses where every deal means a lot, every potential customer may be worth much more attention, even when dealing with indirect intent.However, the majority of cases reside between these extremes, where intent detection helps understand whether it's worthwhile to engage with the user's input and which tools are appropriate. The general rule is that the more value a potential customer can bring to a company, the more invested it should be in detecting customer intent and reacting accordingly. &nbsp;

Through technologies like NLP and machine learning, companies can grasp customer intent across various channels, enabling personalized offerings and improving overall satisfaction. 

Knowing Your Client: How Intent Detection Can Boost Your Business

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In today's data-driven business landscape, understanding the nuances of customer sentiment is one of the keys to unlocking growth and success. Welcome to the world of Aspect Based Sentiment Analysis (ABSA), a cutting-edge technology that doesn't just scratch the surface of sentiment but dives deep into the specifics, providing businesses with actionable insights that can shape strategies, products, and services.In the fast-paced world of business, staying attuned to customer opinions is essential for success. That's where sentiment analysis, a powerful natural language processing (NLP) technique, comes into play. Sentiment analysis, also known as opinion mining, is the automated process of deciphering the emotional tone within text data. Whether it's customer reviews, social media comments, or news articles, sentiment analysis helps businesses understand the sentiments expressed – whether they are positive, negative, or neutral. Using cutting-edge machine learning algorithms and linguistic analysis, it enables organisations to gain critical insights into the emotional context of the text. This valuable tool has a wide range of applications, from marketing and customer service to market research and brand management.<h2>Levels of the Game&nbsp;&nbsp;&nbsp;&nbsp;</h2>&nbsp;&nbsp;&nbsp;&nbsp; Nowadays sentiment analysis goes beyond understanding whether a customer review is positive, negative, or neutral; it can delve deeper into the nuances of opinions and emotions. To get a wider picture, let's explore three levels of sentiment analysis: Message Level, Entity Level, and Aspect Level, each offering a unique perspective to unlock valuable insights and drive business success.<figure class="image image_resized" style="width:75%;"><img src="/uploads/Levels_of_the_Game_a49d991343.jpg" alt="Levels-of-the-Game" srcset="/uploads/thumbnail_Levels_of_the_Game_a49d991343.jpg 245w,/uploads/small_Levels_of_the_Game_a49d991343.jpg 500w,/uploads/medium_Levels_of_the_Game_a49d991343.jpg 750w," sizes="100vw"></figure>1. Message Level Analysis:At the foundational level, Message Level Analysis is all about determining the overall sentiment of a piece of text. Whether it's a product review, a social media post, or a customer email, this approach provides a high-level view of the sentiment expressed in the entire message. It's &nbsp;a baseline to gauge the general sentiment towards your brand, product, or service. However, it doesn't dive into the specifics of what aspects or entities within the text are driving those sentiments.2. Entity Level Analysis:Stepping up the sophistication ladder, Entity Level Analysis takes a closer look at the subjects or entities mentioned within the text. These entities can be people, products, companies, or any other named objects. This level of analysis not only identifies the sentiment associated with each entity but also helps in understanding the relationships between entities. For instance, it can reveal how customers feel about a specific product within large category. This information is invaluable for businesses looking to fine-tune their strategies and offerings.3. Aspect Level Analysis:Now, let's talk about the most granular and insightful level of sentiment analysis: Aspect Based Sentiment Analysis or ABSA. This approach breaks down the text into its constituent aspects or features. It assesses sentiment at a highly specific level, such as the performance of a smartphone's camera, the taste of a restaurant's food, or the efficiency of a customer support team. Aspect Based Sentiment Analysis not only tells you whether customers are happy or unhappy but also pinpoints the exact aspects driving those sentiments. This level of granularity is a treasure trove of insights for businesses, enabling them to identify areas for improvement, prioritise features, and make data-driven decisions.<h2>Aspects of Success</h2>ABSA becomes especially handy when you have a multitude of products and you want to know precisely what garners praise and what ignites controversy. Imagine launching a new watch model – a sleek and stylish design that's received rave reviews. But, alas, there's a hitch. People are eager to get their hands on it, yet they're left frustrated, unable to find it anywhere, and are met with promises of having to wait for the next supply batch. On the other hand, think about the scenario where the waiting times in one of your bank branches have become unbearably long, leading customers to vent their frustration on every available platform.<figure class="image image_resized" style="width:75%;"><img src="/uploads/Aspects_of_Success_59587f1cc5.jpg" alt="Aspects-of-Success.jpg" srcset="/uploads/thumbnail_Aspects_of_Success_59587f1cc5.jpg 245w,/uploads/small_Aspects_of_Success_59587f1cc5.jpg 500w,/uploads/medium_Aspects_of_Success_59587f1cc5.jpg 750w," sizes="100vw"></figure>All of this is the case for lots of SemanticForce customers. This is why we have developed sophisticated tools that collect data from nearly all types of &lt;media&gt;, including online news outlets, blogs, forums, review websites, e-commerce platforms, and all major social networks. We utilise this information to assess it with ABSA algorithms and present it in the form of user-friendly dashboards that streamline your data analysis efforts and gain an instant and holistic understanding of your market landscape. Let's look closer into how this may be relevant for a variety of quite different industries.1. ABSA for Pharmaceutical Enterprises:As already mentioned, ABSA takes sentiment analysis to the next level by not just categorising content as positive, negative, or neutral but by breaking it down into specific aspects. In the pharmaceutical realm, this means scrutinising feedback on drug efficacy, side effects, packaging, pricing, and more. By dissecting these aspects, companies gain a comprehensive understanding of what's working well and where improvements are needed.For example pharmaceutical group can leverage our platform to track the digital footprint of its pain-soothing medicine. Just a few dashboards enable the client's team to see the spikes of unusual activity and look into them closely, identifying sources, aspects of the product that are being mentioned, predominant tone and geographical distribution of the feedback. They know in which country and on which platforms customers are praising the instant pain-relief of the medicine, and where potential buyers have trouble finding it in drug stores. &nbsp;<figure class="image image_resized" style="width:75%;"><img src="/uploads/ABSA_for_Pharmaceutical_Enterprises_a56a4f18ad.jpg" alt="ABSA-for-Pharmaceutical-Enterprises.jpg" srcset="/uploads/thumbnail_ABSA_for_Pharmaceutical_Enterprises_a56a4f18ad.jpg 245w,/uploads/small_ABSA_for_Pharmaceutical_Enterprises_a56a4f18ad.jpg 500w,/uploads/medium_ABSA_for_Pharmaceutical_Enterprises_a56a4f18ad.jpg 750w," sizes="100vw"></figure>As you can see, ABSA offers several distinct advantages for pharmaceutical businesses. It enables them to respond swiftly to emerging trends and concerns, allowing for agile adjustments in product development and marketing strategies, and fosters a stronger connection with patients and healthcare providers, as it showcases a commitment to actively listening and addressing their needs.2. ABSA for Automotive Industries:As it is the case for pharmaceuticals, implementing ABSA algorithms in the automotive sphere translates into a granular examination of feedback related to vehicle performance, safety, design, pricing, customer service, and more. By breaking down these aspects, companies gain a 360-degree view of what customers appreciate and where improvements are needed.Aspect Based Sentiment Analysis empowers automotive businesses to stay ahead of market trends by identifying emerging concerns and preferences. This agility allows for nimble adjustments in manufacturing, design, and marketing strategies. ABSA aids in quality control, helping manufacturers pinpoint potential issues early in the production process, thereby reducing costly recalls and ensuring safer vehicles on the road. Also ABSA fosters a stronger connection with customers. It demonstrates a commitment to actively listening to their needs and acting upon their feedback, ultimately leading to enhanced brand loyalty. &nbsp;<figure class="image image_resized" style="width:75%;"><img src="/uploads/ABSA_for_Automotive_Industries_b8706dde09.jpg" alt="ABSA-for-Automotive-Industries.jpg" srcset="/uploads/thumbnail_ABSA_for_Automotive_Industries_b8706dde09.jpg 245w,/uploads/small_ABSA_for_Automotive_Industries_b8706dde09.jpg 500w,/uploads/medium_ABSA_for_Automotive_Industries_b8706dde09.jpg 750w," sizes="100vw"></figure>Complex products like cars require a higher level of analysis. For instance, dashboard related to recently launched electric car model, provides insights into 52 aspects commonly mentioned in online feedback about this vehicle. These aspects range from general factors like Design, Price, and Quality to more specific ones like Digital Mirrors, Soundproofing, and Environmental Impact. In the competitive world of modern car sales, it's no longer sufficient to determine whether these cars are good or poor. To truly stay competitive, you need to understand what sets them apart from the competition and what areas need improvement. This is where ABSA shines even brighter, as Message and Entity Levels of Sentiment Analysis often fall short in such cases.3. ABSA for Hospitality:In the fast-paced world of the hospitality industry which is heavily dependent on clients' feedback, meeting and exceeding customer expectations is paramount. That's where Aspect Based Sentiment Analysis comes into play. For example, it helps our clients to provide real-time feedback to its guests and tailor services to their preferences, ensuring a top-notch experience.Automated tools help our client to find and highlight online feedback that requires an urgent reaction responding to it across all channels from a unified platform. Implementation of artificial intelligence optimises operational efficiency and response times allowing to handle tasks more effectively. And addressing complaints and issues swiftly elevates customer satisfaction and loyalty, all thanks to the insights provided by ABSA. &nbsp;<figure class="image image_resized" style="width:75%;"><img src="/uploads/ABSA_for_Hospitality_12fd22f7be.jpg" alt="ABSA-for-Hospitality.jpg" srcset="/uploads/thumbnail_ABSA_for_Hospitality_12fd22f7be.jpg 245w,/uploads/small_ABSA_for_Hospitality_12fd22f7be.jpg 500w,/uploads/medium_ABSA_for_Hospitality_12fd22f7be.jpg 750w," sizes="100vw"></figure><h2>Limits of Technology</h2>As you can see, ABSA allows organisations to gain deep insights into customer sentiments, understand specific aspects of their products or services that require attention, and enhance overall customer satisfaction. However, like any technology, ABSA comes with its own set of limitations.One of the primary challenges ABSA faces is its ability to grasp nuanced language and context. While it excels in identifying sentiments related to specific aspects of a product or service, it may struggle with sarcasm, slang, or cultural references, leading to misinterpretation. Also in cases where customer feedback contains ambiguous or contradictory statements, ABSA may struggle to provide clear insights, making it challenging for businesses to take decisive actions.The accuracy of ABSA heavily relies on the quality of the data it is trained on. If the training data is biassed or unrepresentative of the target audience, the analysis can yield inaccurate results. Another related problem is that even Aspect Based models may have difficulty with industry-specific jargon or new terminologies, requiring constant updates to stay relevant.Nevertheless, with advancements in machine learning and natural language processing, ABSA algorithms are continually improving their accuracy and ability to understand context. This paves the way for more precise insights into customer sentiments. It is reinforced by the fact that businesses recognize the value of ABSA and are increasingly investing in customised models. Tailoring algorithms to specific industries and target audiences can lead to more accurate results and actionable insights.In conclusion, while Aspect Based Sentiment Analysis has its limitations, it remains a powerful tool for modern businesses seeking to understand and improve customer satisfaction. As technology continues to evolve, we can expect ABSA to become even more accurate and insightful, providing businesses with the means to better meet the ever-changing demands of their customers. To fully harness the potential of ABSA, organisations should invest in data quality and customization. But the journey toward unlocking the full potential of ABSA is just beginning, and its future looks promising.

In today's data-driven business landscape, understanding the nuances of customer sentiment can be the key to unlocking growth and success. 

Mastering opinions: the power of aspect based sentiment analysis

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Over the years of working with data analytics, we have properly assessed the importance of their correct visualization. It helps represent large and complex data in a simple and visual format, identify patterns, draw attention to issues, find insights, and more.We continue to improve our data visualization skills. If this field interests you, this selection of books is just for you:1. The Visual Display of Quantitative InformationAuthor: Edward TuftePublisher: Graphics Press, 1983 (197 pages).Edward Tufte is considered the founder of the field of "infographics" worldwide. In this book, with 250 examples, the author teaches how to effectively visualize complex information using graphics, charts, maps, and tables.2. Visualize This: The FlowingData Guide to Design, Visualization, and StatisticsAuthor: Nathan YauPublisher: John Wiley &amp; Sons, 2011 (384 pages).This book provides practical advice from data visualization expert and creator of FlowingData, Nathan Yau. The author explores various data visualization methods through concrete examples and offers readers the opportunity to replicate the process, providing algorithms and programming code. Nathan Yau describes the entire process of working on data visualization from the beginning, including data analysis and understanding the goals of the visualization.3. Semiology of Graphics: Diagrams, Networks, MapsAuthor: Jacques BertinPublisher: Esri Press, 2010 (456 pages)."Semiology of Graphics" is considered a classic in the field of information design theory. Originally published in French in 1967, the book is based on the practical experience of cartographer Jacques Bertin. The first part of this work is an unprecedented attempt to synthesize the principles of graphic communication with the logic of standard rules applied in topography. The second part brings Bertin's theory to life and is dedicated to the study of graphic methods of visualization, including shape, color, texture, and volume. The book is illustrated with examples of over 1000 maps and diagrams.4. Visual Thinking: for DesignAuthor: Colin Ware Publisher: Morgan Kaufmann, 2008 (256 pages).In the book, Colin Ware takes basic knowledge about perception and attention and transforms it into practical advice for designers. The book inspires experienced designers and newcomers to visualize information in a way that enhances the thinking process of their audience.5. Information Visualization: Perception for DesignAuthor: Colin Ware Publisher: Morgan Kaufmann, 2004 (486 pages).Most designers know that yellow text on a blue background is easy to read, but how many of them can explain why? This book delves into the secrets of perception: why we see objects the way we do. Building on this knowledge, the author provides fundamental principles of visualization to enhance understanding, clarity, and persuasiveness.6. Information Dashboard Design: Displaying Data for at-a-glance MonitoringAuthor: Stephen Few Publisher: Analytics Press, 2013 (260 pages).Stephen Few addresses the common problems of information dashboard design and provides practical insights with numerous examples. According to the author, information dashboards have become a popular means of conveying information, but few do it effectively. This book not only teaches how to design information dashboards but also provides a deep understanding of how the brain works in relation to these concepts.7. Data Visualization: a successful design processAuthor: Andy Kirk Publisher: Packt Publishing Limited, 2012 (206 pages).The author explains a structured approach to design, showing how to successfully tackle any data visualization task. This comprehensive guide covers the best practices in visualization design, helping readers navigate the process effectively.8. The Visual Organization: Data Visualization, Big Data, and the Quest for Better DecisionsAuthor: Phil Simon Publisher: Wiley, 2014 (240 pages).In this book, author and technology expert Phil Simon explores how more and more companies are using new data visualization tools and, more importantly, new thinking based on discovering and exploring data. Simon examines examples from high-tech giants like Amazon, Apple, Facebook, Google, Twitter, and more. The author answers questions about how to use available tools to generate new and innovative ways of data visualization.9. Functional Art: An introduction to information graphics and visualizationAuthor: Alberto Cairo Publisher: New Riders, 2012 (384 pages).The book "Functional Art" is dedicated to the practical implementation of information graphics and visualization. It covers:- Why data visualization should be considered "functional art." - How to use color, shape, and other graphic tools to make your information graphics more effective. - How the brain perceives and remembers information. - Best practices for creating interactive information graphics. - A comprehensive view of the creative process behind successful information graphics. - Examples of inspiring work from leading global designers and visual artists.10. Visualizing Data: Exploring and Explaining Data with the Processing EnvironmentAuthor: Ben Fry Publisher: O'Reilly Media, 2008 (384 pages)."Visualizing Data" is a book written by one of the creators of the Processing language. The book explains the principles of information visualization at all stages of its creation and how to use the Processing language for visualization.11. The Accidental Analyst: Show Your Data Who's BossAuthors: Eileen and Stephen McDaniel Publisher: Independent platform CreateSpace, 2012 (300 pages).Are you drowning in a sea of data? Would you like to take control of it to quickly solve business problems and make important decisions? If so, read this book for inspiration, ideas, and confidence to stop putting off everyday problems.12. The Wall Street Journal Guide to Information Graphics: The Dos and Don'ts of Presenting Data, Facts, and FiguresAuthor: Dona M. Wong Publisher: WW Norton &amp; Company, 2010 (160 pages).In today's data-oriented world, professionals need to know how to effectively and eloquently express themselves through graphics. This book teaches you how to choose the best graphics for your data, the most effective way to communicate with decision-makers, how to use colors effectively, and how to create "colorful" graphics even if you only have black and white available.13. The Visual Miscellaneum: A Colorful Guide to the World's Most Consequential TriviaAuthor: David McCandless Publisher: Harper Design, 2009 (156 pages).The Visual Miscellaneum is a unique, innovative look at the modern information age, helping readers understand the countless statistics and random facts that constantly bombard us using ultra-modern graphics, charts, and illustrations.14. Interactive Data Visualization for the WebAuthor: Scott Murray Publisher: O'Reilly, 2013 (272 pages).Want to create your own interactive data visualization projects but have little or no experience? Don't worry; this practical guide makes it easy and fun. Author Scott Murray explains the fundamental concepts and methods of the D3 library, which allows you to visualize data in a web browser. As you read, you'll expand your web programming skills using tools like HTML and JavaScript.15. Show Me the Numbers: Designing Tables and Graphs to EnlightenAuthor: Stephen Few Publisher: Analytics Press, 2004 (280 pages).The qualitative design methodologies described in this practical guide to effective table and graph composition allow you to comprehensively convey important business information. The tables and graphs in "Show Me the Numbers: Designing Tables and Graphs to Enlighten" represent actual quantitative data in a pleasant form that facilitates decision-making.16. Readings in Information Visualization: Using Vision to ThinkEditors: Stuart K. Card, Jock D. Mackinlay, Ben Shneiderman Publisher: Morgan Kaufmann, 1999 (712 pages).This progressive book falls within the field of developing infographics and offers a unique collection of classic works. The authors' goal is to demonstrate visualization as a means of collaboration and how, through interactive graphics, one can convey their own thoughts.17. Beautiful Visualization: Looking at Data through the Eyes of ExpertsEditors: Julie Steele, Noah Iliinsky Publisher: O'Reilly Media, 2010 (418 pages).This book analyzes nearly two dozen techniques from experts in infographics, examining projects from the perspectives of artists, designers, scientists, analysts, statisticians, and more. Overall, they demonstrate how visualization shapes our perception of reality.18. Data Flow: Design Graphique et Visualisation InformationAuthor: Robert Klanten Publisher: Thames &amp; Hudson, 2009.This excellent book is for graphic designers, architects, and more. It inspires the creation of graphics that make "dry" data visually engaging. A valuable resource for finding new ideas for visual information communication.19. Data Flow 2: Visualizing Information in Graphic DesignAuthors: Robert Klanten, N. Bourquin, S. Emann Publisher: Die Gestalten Verlag, 2010 (272 pages).Data Flow 2 expands the definition of contemporary infographics. It describes new possibilities for diagrams, maps, and schemes. It also explores the visual and intuitive representation of processes, diverse data, and information. The book uses specific examples from research projects, art projects, and commercial documents to explain techniques such as simplification, abstraction, metaphorization, and dramatization.20. Information Graphics: A Comprehensive Illustrated ReferenceAuthor: Robert L. Harris Publisher: Oxford University Press, 2000 (448 pages).This beautifully illustrated book is the first complete reference guide to visual information. It covers the entire spectrum of diagrams, graphs, maps, and tables used daily for analysis and information transmission. With over 3000 illustrations, it serves as an ideal source of ideas on how to visualize data.21. Visual Meetings: How Graphics, Sticky Notes, and Idea Mapping Can Transform Group ProductivityAuthor: David Sibbet Publisher: Wiley, 2010 (288 pages).Want to see how stunning visual effects can engage an audience? The book "Visual Meetings" explains how anyone can use visualization tools, just as they are used in Silicon Valley and elsewhere, to simplify individual and group remote work. This functional and illustrated book provides speakers and experts with numerous tools and effective techniques for presentations.22. Information Dashboard Design: The Effective Visual Communication of DataAuthor: Stephen Few Publisher: O'Reilly Media, 2006 (224 pages).In recent years, the information dashboard has become especially popular as a powerful centralized tool for instant communication of important information. This book will teach you the necessary design skills for clear, fast, and convincing communication. "Information Dashboard Design" explains how to avoid the 13 most common mistakes in dashboard design, provides readers with the required information in a concise and understandable form, and syncs knowledge of visual information perception with methods of visual presentation.23. Understanding ComicsAuthor: Scott McCloud Publisher: William Morrow, 1994 (224 pages).A modern book on comics, celebrated by the animation industry through stars like Art Spiegelman, Matt Groening, and Will Eisner, delves into the history, significance, and art of creating comics and cartoons.24. Visual Explanations: Images and Quantities, Evidence and NarrativeAuthor: Edward Tufte Publisher: Graphics Press USA, 1997 (151 pages).This book describes strategies for design, specifically the proper distribution in space and time of images, words, and numbers to convey information about movements, processes, mechanisms, causes, and effects. It examines the logic of presenting quantitative data.25. Envisioning InformationAuthor: Edward Tufte Publisher: Graphics Press USA, 1990 (126 pages).This beautifully designed book presents a series of examples of visual thinking. It is a great gift for those with a developed visual consciousness and perception.26. Sketching User Experiences: Getting the Design Right and the Right DesignAuthor: Bill Buxton Publisher: Morgan Kaufmann, 2007 (448 pages).This book approaches design and visual thinking as precise matters that need to be thoroughly understood by designers and all those involved in working with new systems or products in order to achieve success. By focusing on design, we achieve a holistic approach to the task. That's why the book is aimed at designers, usability experts, the entire human-computer interaction team, as well as product managers and executives.27. The Elements of Graphing DataAuthor: William S. Cleveland Publisher: Hobart Press, 1994 (297 pages).The book presents design methodologies for the field of science and technology. Here, you will learn about many new ideas and techniques, many of which are little-known. An excellent methodological source for researchers.28. Visualizing DataAuthor: William S. Cleveland Publisher: Hobart Press, 1993 (360 pages)."Visualizing Data" is more than just a short list of useful visualization tools. It teaches a strategy for analyzing information, focusing on design as well as careful analysis of data structure and the justification of the use of a particular statistical model for this information. Its understanding depends directly on the effect of the tools and strategies used. Once again analyzing a body of information from the scientific literature, this book demonstrates the connection of these factors, reveals failures, and inappropriate strategies.29. Visualization of Time-Oriented DataAuthors: Wolfgang Aigner, Silvia Miksch, Heidrun Schumann, and Christian Tominski Publisher: Springer, 2011 (286 pages).Time is a unique dimension that applies to many areas of life, such as medicine, technology, business, or science. Due to the perceptible aspects of time, appropriate visual and analytical techniques are necessary for its exploration and analysis. The book begins with an introduction to visual design and examples from its history. Essentially, the book discusses a systematic view of data visualization with a time orientation. It is based on three key points: the subject of visualization (data), the purpose (user tasks), and the method of visualization (visual design).30. How to Lie with StatisticsAuthor: Darrell Huff Publisher: WW Norton &amp; Company, 1993 (144 pages).Darrell Huff explores the variety of popular statistical methods, examining phenomena such as experimental studies, tabulation techniques, survey techniques, and ways of interpreting data. In the book, he also draws attention to the tricks whose purpose is to clutter space rather than convey information.31. Cartographies of Time: A History of the TimelineAuthor: Daniel Rosenberg Publisher: Princeton Architectural Press, 2012 (272 pages).What does history look like? "Cartographies of Time" is the first history of the timeline, written in an engaging manner with incredible visual effects. The authors, experienced writers and historians, narrate the history from the dawn of the print era to the present day. They shed light on Western views of history and the complex relationship between general ideas about the course of events and the technical efforts to record and link dates in the past.32. We Feel Fine: An Almanac of Human EmotionAuthors: Sep Kamvar, Jonathan Harris Publisher: Scribner, 2009 (288 pages).This is not an ordinary book as it explores our emotions from all angles, providing an understanding of each one. It's a radical experiment in mass authorship, merging the online and offline worlds to create an indispensable guide to what it means to be human.33. Sync: The Emerging Science of Spontaneous OrderAuthor: Steven H. Strogatz Publisher: Penguin, 2004 (352 pages)."Synchronization" is the story of stunning order in the universe, the harmony that arises from cycles of synchronization. The tendency for synchronization is one of the most far-reaching processes in all of nature. It extends from humans to planets, from animals to atoms. In this book, Professor Steven Strogatz examines a series of examples of synchronization, self-organization, or the spontaneous emergence of order from chaos.34. Art Forms in Nature: Prints of Ernst HaekelAuthors: Olaf Breidbach, Irenaus Eibl-Eibesfeldt, Richard Hartmann Publisher: Prestel, 2008 (140 pages).Geometric and natural forms, meticulously captured in the prints of Ernst Haeckel, continue to influence artists and designers. The book highlights the research and findings of this scientist, such as Haeckel's fundamental monist concept of the "unity of all living beings."35. Material World - A Global Family PortraitAuthor: Peter Menzel Publisher: Sierra Club Books, 1995 (256 pages).A photographic book by sixteen of the world's leading photographers who traveled to thirty nations around the globe to live for a week with families that were statistically average for that nation.

Over the years of working with data analytics, we have properly assessed the importance of their correct visualization.

35 books on data visualization

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Every day, more than 1.8 billion images are uploaded to the internet. Photos and visual effects are rapidly taking over online media and social networks. From celebrity selfies to brand-generated user content, images are prevalent on platforms like Instagram, Twitter, Facebook, and more. New features on social networks, such as the ability to respond with images to posts on Facebook or Instagram, are further fueling this trend.Using images offers several advantages, as they not only convey more information, emotions, and meanings but are also easier to digest compared to text. As the volume of images continues to grow, it's crucial to monitor how your brand is visually represented in the online and social media environment, as well as the associations it evokes. Research shows that approximately 80% of photos with logos do not contain brand mentions in the accompanying text. Without analyzing them, significant amounts of information are missed. By implementing image recognition, brands can significantly improve their marketing strategy.<figure class="image image_resized" style="width:75%;"><img src="/uploads/005_fe11704309.jpg" alt="005.jpg" srcset="/uploads/thumbnail_005_fe11704309.jpg 245w,/uploads/small_005_fe11704309.jpg 500w,/uploads/medium_005_fe11704309.jpg 750w," sizes="100vw"></figure>For a brand, it's important to have a clear understanding of how the company is mentioned by consumers. Negative sentiments or dissatisfaction may indicate that it's time to change the information policy. Conversely, a lot of positive reactions to a brand's visual content can mean that your marketing team is doing well. We analyzed the percentage of images containing mentions of sports brands like Adidas, Nike, and Reebok, which go unnoticed without image recognition but make up 78%.<blockquote>Until now, monitoring has mainly focused on textual content, such as text in tweets or blog posts. Visual analytics takes the next step and allows for tracking logos in images and photos posted on social media and the internet.</blockquote><figure class="image image_resized" style="width:75%;"><img src="/uploads/suchanse_and_maybutne_2_1198b10022.jpg" alt="suchanse-and-maybutne-2.jpg" srcset="/uploads/thumbnail_suchanse_and_maybutne_2_1198b10022.jpg 245w,/uploads/small_suchanse_and_maybutne_2_1198b10022.jpg 500w,/uploads/medium_suchanse_and_maybutne_2_1198b10022.jpg 750w," sizes="100vw"></figure>Let's consider a few examples of how image recognition can provide brands with more information:1. User-Generated Content (UGC): User-generated content can enhance almost any digital marketing strategy. According to Salesforce, using UGC can increase engagement in marketing campaigns by 50% and boost conversion rates by 10%. User-generated content is a great addition to marketing strategies because customers find such sources more reliable than information on official brand resources. By using image recognition, you can identify the authors of popular visual posts, potentially leading to collaborations. Many brands actively use user-generated content in their marketing efforts, often without users even realizing it.2. Protect Your Brand from Misuse: Having a large number of images makes it challenging to analyze how your logo is being used online. Image recognition allows you to detect fraudulent activities and logo manipulations that could harm your business, enabling you to respond promptly. Visual analytics can even detect minor changes in logos, helping companies monitor content that violates copyright.3. Gain Insights into Sponsorship ROI: Many companies are interested in tracking sponsorship and assessing the return on investment (ROI). At various events, from fashion shows to Formula 1 races, a brand's logo may be prominently displayed without explicit brand mentions in articles or posts. By using image recognition, brands can measure the number of visual mentions they receive and consider this data when determining the value of their sponsorship activities.These are just some of the possibilities that image recognition offers to companies. You can track what your competitors are doing in the market, find Instagram posts that don't use hashtags, or learn about your customers' experiences. Image recognition can benefit various departments, from marketing and PR to legal departments or customer service.We recommend reading several articles on image analysis to learn more.<a href="https://www.zdnet.com/article/ai-can-now-describe-pictures-a-look-at-the-potential-business-impact/">1. Now Artificial Intelligence Analyzes Images: Potential Impact on Business</a>As noted in this article, the interest in "computer vision" extends beyond marketing departments. A brief overview of the research on the prospects of visual analytics from Google and Stanford.<a href="https://www.clickz.com/why-should-marketers-care-about-image-recognition-technology/23570/">2.Why Marketers Need Image Recognition Technology?</a>Learn how internet giants Pinterest, Instagram, Alibaba use images and experiment with image recognition.<a href="https://v3b.com/2016/05/image-recognition-next-frontier-search/">3. Image Recognition: The Next Level of Search</a>Shelly Kramer provides a brief introduction to image recognition technology. Everything you need to know about the basics and prospects of this field.<a href="https://www.adweek.com/performance-marketing/how-can-image-recognition-help-your-companys-social-marketing-efforts/">4. How Image Recognition Can Help Promote Your Brand on Social Media</a>"Adweek" discusses the importance of tracking how your brand is visually represented and using user-generated content on social media for marketing.&nbsp; &nbsp;

Every day, more than 1.8 billion images are uploaded to the internet. Photos and visual content are rapidly taking over online media and social networks.

The Present and Future of Social Media Monitoring - Visual Analytics

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After speaking with Pocket Book, we continue our series of interviews with our clients. This time, we are visiting Tatyana Mokrenko, the SMM Head at New Strategies Group. We decided to ask her about modern Social Media Marketing, social media monitoring, and how unique value is created for the brand.SF: Tatyana, what brought you into SMM? It's a long story. I have a background in philology and started working while still at university: school, journalism, and I even worked on a project at Kvazar-Micro. Then, I ended up in advertising: a poet friend of mine who also worked as a copywriter recommended me to an agency. It turned out that the pace of work here was completely different: everything happens very quickly, everyone wants something from you, and 3-4 hours of sleep a day is the norm. But, surprisingly, I liked it! That's how I got into SMM.SF: Is this more of a creative job, or does it become routine and require a certain level of automation? You know, if it were routine, I wouldn't have stayed here for long. In my view, work is a place where you spend a tremendous amount of time, and time is your life. If you don't enjoy your work, if you don't get moral satisfaction from it, then what's the point? If you don't love what you do, you won't reach any heights in it. But if you do, you can easily work until 12, or even 2 in the morning, and even on weekends. And all because you like it.Being passionate about your work, in turn, generates a desire to delve into everything, understand the processes, and get to the root causes. Without understanding how the system works as a whole, you cannot communicate with the client on equal terms and implement really cool projects.Routine exists, but it should be automated as much as possible, so that as much time as possible remains for creativity. It is also important to be able to delegate your duties, to be able to say "no." It's necessary to always have time to step back and look at your work from the outside, to gather all the nuts and bolts of the process into a single picture. Because only the whole gives us an understanding of how close we are to the final goal.SF: What is modern SMM? In your opinion, what is its future?Modern Social Media Marketing is, first and foremost, engagement and interaction. What's the problem with TV and outdoor advertising? There's no full contact. The ad block runs for 15 minutes, and during this time, the person is making breakfast/dinner.Social networks are different, especially in this respect I like Facebook, you like it or not, but you constantly see advertising posts in your feed, and if you find the picture/product interesting, you click through to the page/website. The frequency and quality of contact, during which you can engage, significantly increases, and this contact is targeted.There's always an action that implies a relationship. If a user likes something – it means they liked it (whether it's information, a picture – it doesn't matter much), and that's a relationship. When users are ready to communicate with the brand – comment on content, share information – that's loyalty. And if the brand goes further: shows you attention – talks to you, publishes your comment, helps solve a problem, invites you to become an expert, etc. – then this is the peak of satisfaction. The brand gets its ambassador, ready to defend its interests.Brands that aimlessly post content for the sake of content – end up like the television. Interaction is necessary for full contact: promotions, surveys, interactive research, offline activities. I constantly tell my copywriters: "Your content must have 'added value' (either emotional or informational) and then the post will work." The same with social networks. If a brand's channel has "added value" in the form of constant interaction, it will work. Producing content for the sake of content or presence for the sake of presence does not work.Also, social networks are the most convenient tool for support and problem-solving. It's very convenient to nip negativity in the bud within 1 channel, rather than collecting reviews from portals and forums later.Always remember: The most loyal consumer is the one whose problems you've solved.SF: What tasks do your clients use social media for (reputation, advertising, sales, customer support, launching new products)? SMM is a comprehensive tool that can help solve tasks in all the directions you've mentioned. First of all, the client needs to clearly understand which of these tasks they want to solve and what final goal they want to achieve by going into social networks. And then the goal and tasks will determine the tools and subsequent actions.I'm frustrated when a client comes to the agency and says: "I want to be in social networks." – Hello, for what purpose? – Well, all my competitors are there...Not everyone needs social networks. An entrepreneur making buses must clearly understand that it's unlikely he'll sell his product through social networks, but he might have another goal. For example, PR himself as an employer.There are a number of companies that go into social networks to sell.Predominantly, it's local business: clothing, accessories, souvenirs, education, etc. But there are exceptions, design studios that get design and renovation orders impressed by their works on Facebook.SF: Does SMM sell? And can ROI be calculated? In SMM, ROI is very calculable for small businesses. For example, a small company, a t-shirt manufacturer, spent most of their money on promotion in social networks. When placing an order, they added a field where the customer needs to indicate where they learned about the product. According to the survey, the main part of their sales came from Facebook. Another example: a company makes blankets. It's interesting that they launched through Instagram just for the image, and suddenly started receiving orders. They made another page on Facebook and now customers mainly come from there. ROI from e-commerce can also be well calculated. But in general, it's difficult to track sales for large brands: their advertising campaigns are highly diversified and promotion in social networks is associated with many goals: reputation improvement, loyalty increase, customer support, etc.SF: How is work organized in the department and how do you distribute work on projects within the department? The structure of work in the department is organized in a certain way: there is an SMM-head — that's me, SMM-managers, who are responsible for specific projects, copywriters, and moderators. The department simultaneously handles about 10-12 main projects and a couple of smaller ones, as well as planning new ones.The peculiarity of our team is that for each project, we separately select a team of a project manager, a copywriter, and a moderator, who will be maximally involved in the project and, if possible, represent the target audience. For example, content for a brand (products for kids) is prepared by a newly minted mom. The client can also provide their copywriter – an expert in a certain field, whom we train to work in the social media environment.In the team, we distribute work on projects very flexibly. Guys take those projects with which they are comfortable working. If people are not passionate about the project, you can forget about itssuccess. The SMM-manager should want to check if everything is okay with the group or the brand's page before going to sleep.SF: Which social networks are most popular among your clients? Mostly Vkontakte and Facebook. The question usually depends on the cost of attracting the target audience. Odnoklassniki is aging, although I constantly observe audience growth there. More and more clients are turning to Instagram. It's not very convenient because there are no special tools for audience engagement, but the level of engagement (the ratio of the number of actions to the number of subscribers) is higher than in other networks.SF: Is the monitoring market developed? The market is now much more developed than three years ago when I started working with monitoring. Clients already know why they need monitoring, are interested in it for a certain period, and even want to work with reviews. But there are still few comprehensive projects.SF: You offer social media monitoring and analytics. What do clients want from this service? All clients want to be spoken of positively, but not all want to hear the truth. Many are simply not ready to interact with users at the required level. Many clients buy reviews during promos, launches of new videos, or other activities. They also order monitoring when there is an information "leak" to understand who did it and why and to track the source.There are also requests for a comparative analysis of brand mentions with competitors, for reputation audits.SF: In which areas do you see opportunities for the implementation of monitoring? In all of them. Everyone needs to understand what is being said about them. If you don't listen to your audience, how can you offer them a quality product? Monitoring allows for the study of the qualitative component of the product: what people like or dislike, which subsequently allows for informed decision-making.SF: What are the KPIs of the monitoring system for clients and for you? Important for clients are the number of collected reviews (coverage), their geography, tonality, dynamics of mentions by media types (especially important to find the source of information "leak"). Also, categorization of messages for working with negativity is important.SF: Do you use monitoring for your own needs? We use it, and it's a very cool tool for identifying insights. For example, identifying competitive advantages of a new product in the market: which advantages customers appreciated, in fact, "for what, for which advantage functional or emotional they are willing to give their money." Tracking this allows for very targeted communication strategy development.Tatyana, thank you for the insightful interview!

After talking with Pocket Book, we continue our series of interviews with our clients. This time we are visiting Tatyana Mokrenko

SMM through the eyes of New Strategies Group: monitoring, involvement, loyalty

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We visited the office of PocketBook, one of the world's largest manufacturers of multifunctional E-Ink technology-based reading devices. Julia Zaderyaka, the Head of PR Department at PocketBook, agreed to answer our questions about how the company monitors the internet and operates in social media.SF: Please tell us in which countries PocketBook sells its devices and digital content?JZ: Currently, the company's headquarters is located in Lugano, Switzerland. We sell our products worldwide, to be precise, in 28 countries. It's easier to say where we do NOT sell our products. At the moment, South America and Africa are the regions where we do not actively sell our products. The digital content portal mainly operates in the CIS and Europe.SF: Does PocketBook use monitoring of foreign media, and if so, for which countries?JZ: We use monitoring via SemanticForce for all countries where our devices are sold. It's essential for us to know what foreign media are saying in all 28 countries where we are actively operating. Sometimes the volume of information about us in foreign media exceeds 500 publications per month, and that doesn't include blogs and social networks.SF: How is the work with foreign media, bloggers, etc., organized in the company?JZ: Our PR department handles this. The company is represented in many countries where people differ significantly from us in terms of mentality and language.To maintain an individual approach and consider all regional specifics when working with the media in different countries, we use the services of local PR agencies.Online communication and social media are managed by the company's SMM manager. This person is, above all, a manager, and also works with agencies and contractors in various countries.SF: What are the goals of PocketBook's presence on social media?JZ: I think, like everyone else, we pursue several goals simultaneously. But the main priorities can be outlined as follows: the primary goal is "service-oriented," where direct communication with customers takes place "face to face" - addressing customer questions, requests, and more. In other words, social media creates a hotline for consultation in an online format. Next is conveying information to customers that they should be aware of. Third, and most importantly, in my opinion, it's about building relationships between the company and the customer, where there is a connection that arises not only on a verbal level but also on a sensory level.People create their personal accounts on social networks in line with their worldview. They gather friends to share what is important and interesting to them. In the same way, we work with our audience on social networks.SF: Which social networks are most popular among your clients? What is the specificity of your work?JZ: It depends on the specific country. For example, it's no secret that in many countries, VKontakte and Odnoklassniki are entirely unpopular. We try to use all communication channels, taking into account the specifics of each country. We actively create and develop customer communities on forums and strive to maintain the tradition of meetings and personal communication offline with brand enthusiasts. As an example, we support a very large user community on the-ebook.org forum.SF: Do you use the SemanticForce platform for certain tasks, and for how long?JZ: We have been using it for over a year. The top priority task for us was to monitor emerging mentions of PocketBook in the media.SF: What were the most relevant factors in choosing a monitoring platform for you?JZ: First and foremost, we were looking for a solution that would allow us to monitor the entire Internet within one system. We were interested in literally everything: forums, blogs, media, and more. We chose a monitoring platform from three or four alternative options, but the service packages of your competitors were somehow limited in one way or another.SF: Do you observe an increase in discussions on social media about PocketBook products?JZ: Of course, how else could it be? In countries where we are actively operating, discussions on social media are gaining momentum. For example, we are actively discussed in Western and Central Europe, as well as in the CIS and the Baltic countries. In America, which is not a priority market for us, there is currently a quite understandable lull.

We visited the office of PocketBook, one of the world's largest manufacturers of multifunctional reading devices

Face to face with clients on all continents: how PocketBook works with social media

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There is hardly a person who would be surprised at online mass media monitoring; the first such systems emerged as early as in the distant 20th century. However the web has been developing at a terrific speed, and now online monitoring services allow meeting a wider range of challenges. One challenge is to monitor comments to articles.<h2>Why is it important to track comments?</h2>While commentators value more their reputation, say, on forums, in blog services or in social webs knowing about a possible ban or trasuring their relations with online friends, users are more emotional, categorical and frank to comment on articles hiding behind a nickname.The analysis of comments is a rich source of insights. Apart from commentators’ frankness, important factors also include an occasionally large size of the “focus group” and a “brainstorm” effect.A level of comment of an article is used as one of the efficiency factors considered by PR specialists and shows that this or that author or blogger is promising.Interview-like discussions with your company’s or a competitor’s director are a good source of what market participants do sincerely think about your company and its chief executive.For those who run blogs, corporate pages in social webs, as well as for PR specialists a high level of comment of an article is a factor that helps rapidly find the most stirring topics.For production and service companies comments to articles mentioning their products or products of their competitors are a feedback which helps correct a promotion strategy and improve products.<h2>Always well informed</h2>Monitoring of comments to a particular article can be done manually, but such approach suits more to one’s own platforms (blog, web site), which you fully control. If you need to track comments to a lot of articles on various resources, or if you don’t want to miss any comment on your platforms, then you cannot do without an automated system.SemanticForce is a monitoring system which allows monitoring comments in online mass media. The system supports a limited number of mass media with a possibility to extend and connect almost an unlimited number of extra sources. Technically it is quite a nontrivial challenge, because every site of mass media on the Web is designed in its own way, and to find a “key” to open its doors is an individual challenge which we successfully manage to meet.<h2>Tastes differ</h2>From our experience, there usually exist 1-10 sources in online mass media for a particular brand, which give comments relevant to the company. It’s important to determine them.As a matter of fact, comments often develop into reviews, and an article about Samsung’s new model can cause other models of the same manufacturer or models of other manufacturers to be criticized or praised.At the same time, it can occur on any resource that an article on a company’s new positive launch can grow into a sweeping criticism and discussion of weaknesses of products, and that sometimes requires urgent interference.There is a small example of how NOT to use comments: an author on Techcrunch was addressed in comments by his mom asking him to call her. Is it a perfect way to communicate with relatives perhaps? The artcile about that funny occasion obtained over fifty comments, including one from the heroine of the occasion who has written that her son did call her.

There is hardly a person who would be surprised at online mass media monitoring; the first such systems emerged as early as in the distant 20th century.