Mark Ramsey, Ph.D. Former Chief Data Officer Samsung Mobile

1. Leveraging Social Media Analytics to Protect the Brand, Improve Products and enhance Operational Performance • Derive business value from unstructured data for your organization. • Mark Ramsey, Ph.D.Former Chief Data OfficerSamsung Mobile

2. Topics • Define Social Media Analytics • Explore SMA data sources • Business example • Build versus Buy Page 2

3. Defining SMA Social Media Analytics, or SMA is: The practice of gathering data from blogs, social media websites or other sources and analyzing that data to make business decisions. One of the most common use of social media analytics is to mine customer sentiment in order to support marketing and customer service activities. Source: TechTarget, Nov 2012 Page 3

4. SMA Solution Social Media Analytics Solution Social Media Analytics (SMA) solution transforms messages, posts and blog entries into actionable information Page 4

5. Data Sources • Daily over 1 billion Facebook, Twitter, LinkedIn, Google+ and Pinterest visitors generate billions of messages, comments, posts, and content uploads • Daily over 2 million entries are made to Blogs • Internal organizational content, including call center logs, reviews, and comments can be excellent sources of data for SMA Page 5 Source: 4thweb.com, 2015

6. Business Focus Areas • Sentiment analysis (company, brand, consumer, product) • Marketing Impact analysis • Product defect or warranty analysis • Product development or feature analysis Page 6

7. S-Health - Key Insights from Social Media Analytics SMA Product Review Example • S-health is primarily discussed on-line in conjunction with Samsung products and Samsung applications • S-Health is considered as one of the best Samsung Applications • Users think highly of the pedometer functionality and the ability to track calories • S-Health’s ability to connect to a multitude of accessories is also mentioned significantly • On the negative side, S-Health is not as strongly regarded as its competitors. • Users are looking for more nutritional information in addition to just tracking calories • Technical issues and lack of technical support on applications generated significant negative buzz • There have been a few recommendations to un-install S-Health to fix other issues on GS4 Page 7

8. SMA Product Review Example Share of Voice S-Health has strong competition from players like Fitbit and Jawbone • Myfitnesspal and Fitbit are the most commonly used applications in this space • Nike Runkeeper is another application frequently mentioned in discussion about fitness applications • Fitbit’s lighter weight and the floral graphic that grows with activity is attractive to the users • Myfitnesspal’s food journal has significant popularity among its users • Users use Fitbit and Myfitnesspal on conjunction – one for fitness and other as calorie counter • Buzz on all the apps has been consistent across the year with significant dip in December Total snippets – 225,980 Page 8

9. SMA Product Review Example Buzz Sources – all applications S-Health has strong competition from players like Fitbit and Jawbone • There is a significant difference on the websites where the buzz is generated for other applications and where the buzz is generated for S-Health • S-Health has been mentioned significantly related to technical issues and hence the location for buzz generated has been xda-developers • United States accounted for most of the volume of the fitness related buzz on the internet Buzz Sources – S-Health Page 9

10. SMA Product Review Example • Common Negative Buzz • Most GS4 users think that they see significant decline in memory as a result of Samsung pre-loading several applications on the phone • Some users think that removing S-Health application will resolve some technical issues on the phone • Samsung’s applications in general seem to have a poor perception in the application user community • Lack of support for S-Health application is also talked about • Feature related Negative Buzz • Most users think that S-Health should integrate with more accessories • Users also wants Samsung to provide nutrition related information on S-Health • Some users also complained about the bugs in calorie counter functioning Sample Snippets I had exactly same problem. S Health disappeared. Called Samsung no luck. Software issue I had been trying to decide if there was any additional benefit of a fitbit over S Health. I guess I got my answer. Page 10

11. SMA Product Review Example • Common Positive Buzz • S-Health got significant buzz during GS4 Launch, gear launch and during the recent FDA approval • The recent FDA approval, if marketed well might create a point of differentiation for S-Health as none of the apps seem to have generated any buzz on BP monitoring etc. features • S-Health’s pedometer seems to be helping several users login the steps they take • S-Health’s buddy feature is liked by some users • While some concerns on nutrition were raised, user liked the basic ability to manage calories Sample Snippets The new complementary S Health Buddy app adds some extras that sound like a lot of fun. Using the Buddy app, S Health users will be able to enjoy coming up with an animated buddy character based on their own height and weight. As the user works out and loses weight, so will the avatar buddy. Page 11

12. SMA Product Review Example S-Health’s FDA clearance as a cardiac signal device drove positive sentiment regarding the app Page 12

13. Build versus Buy • Will only external sources be used in the analysis, or will internal sources also be considered? • Is a SaaS solution preferred over onsite? • Do the solution provided approaches to text processing and analysis meet your objectives? Page 13

14. Example Solution Approach Cost Time (months) Page 14

15. Thank you