Listen better listen faster - v1.2

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A short presentation on selective listening on social media and social relevance. An introduction to Visibium search and alert platform.

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  • 1. Visibium,20112013Listenbetter,listenfasterV1.2June2013

2. Visibium,20112013 Page2WhatisthemainfrustrationwithSocialMediaMonitoringtools?Theproblem Alertfeaturesofmajorsearchengines(e.g.GoogleAlerts)arehandicappedbythelatencyinducedbywebcrawling:typicalalertcycleisoveraday Listeningtotheentirewebgeneratesnoiseanddelay.Mostefficienttoolstodaydeliveralertswithlagsofseveralhoursandmore. 3. Visibium,20112013 Page3Selectivelistening MostSocialMediaMonitoringprofessionalshavecometorealizethatlisteningtowellselectedsources(e.g.theinfluencers)isascomprehensiveaslisteningtotheentireWeb. Itislessnoisy,moreefficient. Italsoenablestheuseofnearrealtimeenginesthataddresstheexcessivelagtimeissue.YourBrand YourIndustryInfluencerSomeoneyoudontknowWhoslikelytobefirsttodetectpotentiallydamagingcontent?Someoneyoudontknowinthenetworkofoneofyourindustryinfluencers.Leveragetheinfluencersdeepreachingnetworksandlistentothewebthroughtheirfilter. 4. Visibium,20112013 Page4Socialrelevanceattherightspeed WhatisVisibium?VisibiumisaSaaS platformthatprovidesanearrealtime,professionalgradepermanentsearchandalertserviceonsocialmediaselectedbytheuser.Monitorwhat reallymattersGetalertswithinminutes,nothoursToolate 5. Visibium,20112013 Page5Collect,Search&DeliverCollect Visibiumpullsandfilterscontentfromuserdefinedsources(e.g.influencersblogsandothersocialmedia)Search VisibiumupdatesitsindexontheflyandimmediatelyrunspermanentqueriesDeliver Resultsareswiftlyavailablefromalerts(e.g.SMS,email)tomonitorrefreshing,outputfeedsandonlinestatistics 6. Visibium,20112013 Page6Feedingthesphere Userdefinedfeeds:collectcontentfromandthrough yourindustryinfluencers Selectthesyndicatedcontent(RSSfeeds)fromthewebsites,blogs,forumsyouareinterestedtowatch Applycontentbasedfilterstobetterdefineyourtopicsofinterest CreateTwitterpublictracksbasedonyourinterests AddyourTwitteraccounts:scaninteractionswithyourfollowersandwatchcontentcreatedbytheinfluencersofyourchoosing AddyourFacebookPagesandwatchinteractionswithyourfans. 7. Visibium,20112013 Page7Permanentqueries AVisibiumqueryisapermanentsearch,i.e.itisrunandrunagainatfrequentintervalsonnewlypulledinposts. Visibiumsupportstwodifferenttypesofsearch: Keywordbasedanalyticalsearch Scorebasedsearch,wheresearchtermsareweightedandamatchispositivewhenscoresreachesathreshold. Useofprofessionalgradefulltextsearchtools: Booleanoperators(AND,OR,NOT) Wildcards(singlecharacterormultiplecharactersubstitution,truncating) Fuzzysearches Proximitysearches(wordproximity). Acolorisassignedtoaqueryforenhancedusability.Whenapostisamatchtoaquery: Thepostismarkedwithaflagofthequerycolor Matchingtermsarehighlightedwiththesamecolordirectlyinthetextofthepost. Alertsaredefinedataquerylevel.Apostmatchingthequerywilltriggertheassociatedalert(SMS,email,Jabber). 8. Visibium,20112013 Page8Lowlatencybydesign Everyfewminutes(*)Visibiumpullsnewcontentfromeveryuserdefinedsource,appliesthefilters,performsafulltextincrementalindexingandrunsallthepermanentqueriesonthenewposts. Subsequentalertsareimmediatelytriggered;arefreshisavailableonmonitoringstations;outputfeedsareupdatedandonlinestatisticsarerefreshed.(*):every3rd minuteforTwitterfeeds,every15th minuteforotherfeeds.Theintervalscanbefurtherreducedoncustomaccounts. 9. Visibium,20112013 Page9Reprocessingorgoingbackintime Visibiumreprocessingfeatureisaretrospectivesearchonthesphere,i.e.asearchthatisrunonallpreviouslycollectedpostsintheaccount. Awaytogobackintime,thereprocessingisanusefultooltozoomintothefirstminutesofaviralspread,theflashpointofasocialmediacrisis. Andtounderstandhowacrisishasbeenspreadingsofar,byusingsearchtermsthatarenowtailoredtothecrisis 10. Visibium,20112013 Page10Delivering results Resultsarelistedinasinglestreamofmessagesonamonitoringstation Auser(e.g.monitoringagent)canconfirmormanuallyoverwritethematches. Outputfeedscanbecreatedbasedonthesearchresults Apostagingmanagementfeaturecanautomaticallydeleteolderposts Allactionsareloggedandachangehistoryisavailableforeachpost. 11. Visibium,20112013 Page11Acomprehensivesetoffeaturescenteredontheuserssphereofinterest 12. Visibium,20112013 Page12Visibium ApplicationsProtectyourbrand Watchwhatissaidonyourcompany,yourbrands,yourexecutives,yournewproduct,yourlastadontheIndustryblogs,onspecializedforums,onTwitter,etc.Watchyourcompetition Scrutinizewhatissaidby/onyourcompetitorsontheirsites,ontheIndustrymainblogsandforums,onconsumerdefenseforums,onTwitter,etc.Pressbook;Marketingcampaignimpactscrutiny Compileandanalyzeallcontentrelatedtoyourlatestcampaignonspecializedmedia(Industryblogsandforums,consumerassociation,specializedpress,etc.) WatchtheconsumersreactionsonthesocialmediaElectioncampaign:candidateobservationplatform Getaheadofthenewscycle(press,politicalparties,polls,etc.)onthesocialweb Filterthewebnoise,getnearrealtimealertsandcompileactionableinsights Watchthevotersonlinereactionstoaspeech,adebate Scrutinizeeverythingsaidbyandonyourpoliticalopponents 13. Visibium,20112013 Page13UserGeneratedContent(UGC)UserGeneratedContentpostmoderation Keepthetrollsoutofyourblogs,forumandsocialpageswithoutgoingthroughanexpensiveandillperceivedpremoderation. Bealertedinafewminutes(orless)whensomeonehasjustpostedcontentthatcanharmyourbrand:inappropriate,defamatory,heinous,maliciouscontent,andswiftlyreact.DetectUserGeneratedContentthatneedstobeaddressed Detectquestions,requestsforassistancerelatedtoyourproductsandservicespostedonsocialmedia Detectandleveragegooduserreviews Detectandmitigatebaduserreviews. 14. Visibium,20112013 Page14Visitusatwww.visibium.comContactusatcontact@visibium.comFollowusonTwitter@visibium 15. Visibium,20112013 Glossary&DefinitionsVisibium,20112013 Page15 16. Visibium,20112013 Page16VisibiumGlossaryofTerms(1/2)Blog awebsiteprovidingregularentries(posts),generallydisplayedinreversechronologicalorder.Blogpostsmaybeopentocommentsfromvisitorsornot.Blogroll anassemblyofblogURLs(blogsthatthebloggerreadsregularly)displayedatthesidebaroftheblogComment aresponseorareactiontoablogpostoramessageonasocialnetwork.Commentsareaprimaryformof2waycommunicationonthesocialweb.Drupal Drupalisanopensourceplatformandcontentmanagementsystem.VisibiumuserinterfaceisbasedonDrupal7.Feed ameantoread,vieworlistentomessagesfromblogsandotherRSSenabledsiteswithoutactuallyvisitingthesite.Filter asetofitems(e.g.keyword,combinationofkeywords,characterstring)usedtoscreenandexcludepartorallofadocument.InthecontextofVisibiumafilterisakeyword(orcombinaisonofkeywords)usedonafeedatthetimeofitspullinginordertoscreenouttheposts thatdonotmatchthekeyword.Filtersdonotmodifyposts,theylettheminorkeepthemout.ATwittertrackisafilterappliedbyTwitterbeforedeliveringaTwitterfeedtoVisibium.Firehose asyndicationfeedoranAPIthatpublishesorprovidesaccesstoallactivitiesontheflyinonesingledatastream.Flag attributegiventoapostthatmatchesaquery.Visibiumassociatesthesamecolortoaqueryandtotheflagofmatchingposts.Follower aSocialNetworkuserwhosubscribestoanotherusersupdates.Whenloogedintohisaccount,afollowerwillseealistofpostsfromtheusersheisfollowing.Forum aforum(orMessageBoard)isanonlinediscussionsite.Afroumismostoftenorganizedbyconversations.Friend onFacebook,ausercancommunicatewithotherusershehasapprovedas"friends".Eachusercanshareinformation,photos,videosandothercontentwithhis"friends".Handle aTwitterusernameidentifiedwiththe@symbol.AhandlecanbeusedinthetextofatweettocreateareferencetothatTwitteraccount.If thehandleisthefirstwordofthetweetthenthetweetisvisibile onlytofollowersofboththetweetingaccountandthereferenceaccount.Hashtag atagusedonTwitterasawaytoannotateamessage.Ahashtag isawordoraphraseprecededbya#andisusedtoshowthataTweetisrelatedtoacertaintopic.Hit see"Match"Influencer apersonspecializedinaspecificsubjectmatterandhighlyrecognizedinanonlinecommunity.Aninfluencerhastheability to swayotherpersonsthoughts,inparticulartheirfollowers.Lurker avisitorwhoreadscontentbutrarelyparticipatesorcreatescontent.Mashup acontentformedbycombiningmultipletypesofmediapulledfrompreexistingsources.Match amatchorahitisapostthatpositivelyrespondstoaquery.Message messagehasdifferentmeaningsdependingonthecontext.AtVisibiumwhentalkingaboutapieceofcontentontheWeb2.0weprefertheterm"Post".Wekeeptheterm"Message"forreferingtoaprivatenotesentbetweenusersonasocialnetwork(Facebookdefinition).NewsFeed literally,afeedfullofnews.OnFacebook,theNewsFeedisthehomepageoftheusersaccountswheretheycanseethelatestupdatesfromtheirfriends.OnTwitterthenewsfeediscalledTimeline.Post anitemofcontentonablogoraforum.ByextensionVisibiumreferstopostforanyInternetbaseditemofcontent,includingmessages,tweets,commentsandcontributions.Prospectivesearch aprospective(orpermanentorpersistent)searchisamethodofsearchingwherethequeryisgivenfirstandtheinformationfortheresultsarethenacquired.Sometimesreferredtoas"fromnowon"search. 17. Visibium,20112013 Page17VisibiumGlossaryofTerms(2/2)Query Asetofitems(e.g.keyword,combinationofkeywords,characterstring)submittedtoasearchenginetoretrievecertainposts. Apostthatpositivelyrespondstoaqueryiscalledamatchorahit.Thelistofallhitsiscalledasearchreturn.Realtimesearch amethodofindexingcontentpublishedonlineintosearchengineresultswithvirtuallynodelay.RSS ReallySimpleSyndicationallowstosubscribetocontentonblogsandothersocialmediaandhaveitdeliveredthroughafeed.RSSfeedafamilyofwebfeedformatsusedtopublishfrequentlyupdatedcontentsuchasblogsinastandardizedformat.Contentpublisherscansyndicateafeed,whichallowsuserstosubscribetothecontentandreaditwhenandwheretheyplease,usinganRSSReader.RSSreader allowsuserstoaggregatearticlesfrommultiplewebsitesintooneplaceusingRSSfeeds(example:GoogleReader).ScoringAsearchtechniquebasedontheattributionofascoretoeachdocument.InthecaseofVisibiumthescoreisattributedtopostsbasedonweightedterms(strings,weightedkeywords).Apostisconsideredamatchwhenthescoreisaboveapredefinedthreshold.Scoringallowsthesearchreturntobesortedfromthemostrelevanttotheleastrelevantposts.Search theprocessofretrievinginformationthatmatchescer