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Tag: Social Media Analytics

  • HK-based Lamplight raises $1.49 million to drive social analytics in Asia

    HK-based Lamplight raises $1.49 million to drive social analytics in Asia

    MUMBAI: Lamplight Analytics, a Hong Kong based social media analytics startup, has completed a seed funding round of $1.49 million, led by venture capital fund Vectr Ventures.

     

    The investment is currently one of Hong Kong’s largest seed investment rounds ever. Other participants in the investment round included local and international firms, friends and family. The company plans to use the capital to accelerate its growth in Asia while further developing its proprietary technology.

     

    Vectr Ventures’ Alan Chan says, “We invested in Lamplight because of their incredibly diverse and dynamic team. Their combined skills are perfect for tapping into this rapidly evolving, exponentially growing, demand driven market.”

     

    Lamplight Analytics was founded by Sam Olsen (CEO), Fergus Clarke (COO) and Nathan Pacey (CTO) in 2014, after their experience in Asia revealed a lack of specialised tools designed to navigate Asia’s social media landscape. They created the Lamplight tool to address the complexities of social media analysis in Asia, stemming from language, culture, variety in social platforms, and geography, among other factors. 

     

    In less than a year, Lamplight Analytics has grown to over 15 staff at its Kennedy Town office and is currently working with numerous multinational and regional clients, including Live Nation, the world’s largest live music company.

     

    Olsen said, “Lamplight helps our clients listen with a local ear, which provides enormous commercial advantage. Our tool allows you to understand what your customers and markets are really saying, helping you identify growth opportunities, set effective campaign goals, manage your online reputation, the applications are endless.”

     

    Clarke added, “Bringing realtime insight to businesses on their target markets is incredibly useful in a region as diverse as ours. The investment ensures Hong Kong will be at the forefront of advances in this technology.”

     

    Social analytics tools like Lamplight are using latest technologies to uncover value from the continuous conversation found on social media. Millions of social sources and data can now be aggregated and transformed to provide important brand and market insights such as brand sentiment, demographics, top influencers and other actionable insights, allowing brands to make quick and informed decisions, factors crucial in today’s fast paced business environment.

     

    Major investments by both investors and brands into the social analytics are transforming the once niche industry. A study by global market research and consultancy Marketsandmarkets shows the social marketing analytics sector is projected to be worth at least $2.75 billion by 2019, growing at 35 per cent a year, with Asia second only to North America in terms of market size.

  • Brands enhance ROI with TO THE NEW Digital’s Social Media Analytics

    Brands enhance ROI with TO THE NEW Digital’s Social Media Analytics

    MUMBAI: The ICC Cricket World Cup has been the most talked about event on digital platforms recently, with most official broadcasters providing live online and mobile streaming and users consuming digital content on the go.

     

    TO THE NEW Digital, a Social, Mobility, Analytics, Cloud and Knowledge (SMACK) player and an internet solutions company across Asia, has derived Social Media Analytics on trends and real time conversation taking place amongst users across all social media channels.

     

    One of the key aspects tracked by them is: how brands have used different social media channels to capitalize on this World Cup. For millennial population, who are born in the 21st century, the social media has emerged as the most preferred channel to consume cricket content and therefore brands leveraged this event to a great extent.

     

    A lot of them have launched some innovative campaigns on social media channels, spent a lot on these campaigns and engaged many social users especially the millennial, but at the same time it is important for them to measure the impact of the Buzz about their brand.

     

    TO THE NEW Digital’s Social Media Impact Index served as an effective framework for brands to derive hardcore insights on their social media campaigns and suggestive future course of action. This innovative framework combines the insights from the number of social media mentions and impressions along with net sentiment to arrive at a holistic metric called Social Impact Index.

     

    For brands, unlike TRPs, it is not right to measure the effectiveness of social media campaigns on the basis of a single metric like total number of views of World Cup videos on YouTube channels, number of tweets, re-tweets, mentions and impressions generated. However, with the advent of Social Media Monitoring and Analytics, Social Media Sentiments have become an important metric to gauge the true reflection of how the audience reacts offline.

     

    On the basis of these analytics, TO THE NEW digital CEO Deepak Mittal gave his recommendation on social media strategies for brands. He said, “For brands who’ve managed to capture low media sentiments, should invest in Online Reputation Management exercise and brands who have got low Social Media Mentions should invest heavily in improving outreach by investing in Paid Social Media campaigns and seeding their content to relevant Target Groups. The Brands who haven’t received favourable response both on social mentions and social sentiment front should engage in Online Reputation Management exercise to improve their Net Sentiment as well as paid social media campaigns to improve their outreach. They can also think about evaluating their campaign further and move to a new positioning for their brand on social media front.”