first things first: listening to social media for awareness and understanding

First Things FirstListening to social media for awareness and

understanding

Nathan Gilliatt

Triangle AMA Social Media BootcampJune 10, 2010

A few things to consider• Amount of buzz about the

company

• Company’s current reputation

• Marketing objectives

• PR objectives

• Customer service issues

• Existing measurement practices

• Staff comfort level with technology

• Staff analytical skills

• Language coverage

• Information distribution

• Source media types

• Tools or services

• Monitoring or measuring

• Engaging customer or media

• Action assignment & tracking

• Facebook integration

• Twitter integration

• CRM integration

• BI integration

• Available budget

• Dashboards & reports

• Keyword or threshold-based alerts

• User administration

• Shared vs private projects

• Automated sentiment analysis

• Monitoring or discovery

• Buzzword compliance

Oh, wait…

1000heads1st2CAlterianAM AnalyticsAMI SoftwareAmplified AnalyticsAnderson AnalyticsAndiamo SystemsAtomic IntelligenceAttensityAttentioAutonomy Interwovenbc.labBigmouthmediaBitextBloggers’ MindBlogMeterBoleroBrand TitanBrandintelBrandtologyBrandwatchBurrellesLuceBuzzAnalyticsBuzzcaptureBuzzdetectorBuzzDingBuzzientBuzzLogicBuzzNumbersBuzzStreamCICClarabridgeClearForestCluerayCognitaCollective IntellectColligentComMetricConnotateContext AnalyticsConverseonConversitionCovalenceCrawdad TechnologiesCrimson HexagonCritical MentionCRMMetrixCubit Media ResearchCustomScoopCyberAlertCyberWatcherCymfony

CyTRAP LabsDaqiDentsuDialogixDigimindDigital Influence GroupDigital PRDistilledDNA13Dow Jones & CompanyE.lifeeCairnEcho ResearchEchometrixEcofact AGEcosystemaEdelmanElsevierEmPower ResearchEntrenzaEnvisionalEthorityEvolve24EvriExpert SystemFirstRainFluxFPinfomartFractal AnalyticsFutures SportGalaGeeYeeGrazrGreat Minds InteractiveHapaxHeardableHiveFireHiveSightHotGrindshottolinkHue Web StudioHyveiCrossingiMenteImootyImpactWatchInfegyInfonicInformminfüzInsideViewinstant InformationIntegrasco

Intelligence TechnologiesInteroneIterasiJ.D. Power & AssociatesJamiqJanyaJive SoftwareJodangeKaavaKairos Future AnalyticsKDPaine & PartnersKeibi TechnologiesLexalyticsLeximancerListenLogicLodging InteractiveLogicbowlManaging NewsMarchexMarket SentinelMarketClustersMarketOutsiderMedia Measurement LtdMedia ProofMedia Watch Middle EastMediaBadgerMediaHoundMediaMiserMediatrack ResearchMegaputerMeltwaterMetataleMetricaMightyBrandMillward Brown PrecisMindCometMindMattersMoreoverMorningside AnalyticsMotiveQuestNameProtectNetBaseNetemicNetEquityNetMap AnalyticsNetworked InsightsNew Media IntelligenceNew Media StrategiesNewbaseNexalogy EnvironicsNielsen BuzzmetricsObjectiveMarketerOnalytica

Orchestr8OvertonePalantir TechnologiesParnassus GroupPerception MetricsPolecatPortent InteractivePR NewswirePrecise MediaPrimelabsPsydexQuirk eMarketingRadian6RelegenceRelevant NoiseReport InternationalRepuMetrixReputation InstituteReputationHQReputicaRTGIRush Hour AnalyticsSatmetrixScanblogScout LabsScupSentiment MetricsSentiMetrixSerendioSilverbakkSkyGridSmalltalksSmmartSocial MentionSocial WavelengthSocialarcSocialMetrixSocialRepSocialscapeSocialwareSpectrumSpinn3rSpiral16Sports Media ChallengeSpredfastStartPRStockMoodStreamwallSymscioSynthesioSysomosTealiumTraackr

TrackurTrendictionTrustworthyTullo Marchall WarrenUKNetMonitorUltraSuperNewUnbound TechnologiesVanksen GroupVerisignVICO Research & ConsultingViralheatVisible TechnologiesVMLVocusWaggener EdstromWavemetrixWebClippingWeeTrackWhite NoiseWhitevectorWiredsetWiseBriefWiseWindow

Review of 21 software platforms with workgroup features

Alterian, Attensity, Attentio, Biz360, Brandwatch, Buzzcapture, Digimind, Dow Jones Insight, eCairn, Evolve24, Filtrbox, MediaMiser, Networked Insights, Press Army, Radian6, Scout Labs, Sentiment Metrics, Sysomos, Trackur, Visible Technologies, Whitevector

Based on written request for information, individual vendor briefings, product demonstrations, and evaluation accounts

Features, pricing, and implementation considerations

Focus on product differences and recommended uses

http://www.socialtarget.com/research/

Social Media Analysis Platforms for Workgroups

So you want to do social media

First things first

Listen before speaking

5 modes of listening

✓ Search

✓ Alert

✓ Monitor

✓ Measure

✓ Mine

Why?

Learn your way around

Learn the environment

✓ Who

✓ Where

✓ What

✓ Why

✓ How

Listen regularly

Customer complaints

Defensive keyword monitoring of brands and products to find complaints in order to respond.

There’s more…

Customer questions

Sales leads

Campaign tracking

Product innovation

Competitor actions

Market research

Market intelligence

Market analytics

Listening

Defensive keyword monitoring of brands and products to find complaints in order to respond.

Apply more modes of listening to more sources of data to

create value in more parts of the company.

And not Or

Photo by Steve Rhodes http://www.flickr.com/photos/ari/379672009/

Conversations to listen for

✓ Customers talking to you

✓ People talking about you

✓ People talking about your competitors

Conversations to listen for

✓ People talking about your customers, suppliers and partners

✓ People talking about your market without mentioning names

http://net-savvy.com/executive/social-media-analysis/five-conversations-you-should-care-about.html

Listening with no budget

Free tools

✓ SocialMention.com

✓ IceRocket.com

✓ Trendpedia.com

✓ Blogsearch.Google.com

✓ TweetDeck

Free tools

✓ 57.8 million search results forfree Twitter analysis

✓ 4.3 million results for free social media monitoring

✓ 974,000 for free sentiment analysis

Listening with no budget

Listening with no budget (yet)

http://net-savvy.com/executive/tools/monitoring-social-media-before-you-have-a-bud.html

Listening with a budget

Objectives, Requirements, Capabilities—in that order

Tools or services?

http://net-savvy.com/executive/social-media-analysis/listening-platforms-and-professional-services.html

Reports and adviceor

charts and lists

Customers, influencers,or media?

Common metrics

✓ Buzz volume (trend, share)

✓ Sentiment

✓ Topics

✓ Sources (influence)

Volume

Sentiment/tone

Sentiment/tone

Topic detection

Brand associations

Influence

Uncommon metrics

✓ Demographics

✓ Location

✓ Language

✓ Inbound links

Objectives, Requirements, Capabilities—in that order

Are we out of time yet?

Your turn

Contact

Nathan Gilliatt

+1 (919) 414-1043

gilliatt@socialtarget.com

@gilliatt

http://www.socialtarget.com

http://net-savvy.com/executive/

http://SocialMediaAnalysis.com

http://AnalyticsCamp.org