first things first: listening to social media for awareness and understanding
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Presentation at the Triangle AMA's Social Media Boot Camp, June 10, 2010TRANSCRIPT
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
http://www.socialtarget.com
http://net-savvy.com/executive/
http://SocialMediaAnalysis.com
http://AnalyticsCamp.org