Conference summaryTweet hashtag: #msm10Notes by: @JoakimNilsson Brian Solis

● By monitoring Social Media I Challenge the way you do business● I don’t speak “to” you but also “through” you● The conversation prism comes up. How does people use the social web, where are

they?● Mentions, keywords, sentiments, share of voice, share of conversation (shelf space),

reach● 30-day listening report: email brian to get the template● Data is just data without analysis. We have to understand that listening alone is

not enough. Listening could lead to ambvialence. You have to have a process and organisation in place, not to react, but lead.

● Its very entry level to just listen and respond. That means you are just competing for the “moment”. You need to compete for the future and become a leader.

● Failing to plan is planning to #fail● Zappos was engineered by design to be successful, to be human. “We studied all

companies and found that them looking for a higher purpose rather than profit where more successful” - Only when you’ve done that you can get your customer on twitter, you have something to tell the world.We have to rethink “social media”

● Your mission statement means nothing, how you act becomes your new mission statement

● The 5 I’s of social: Intelligence, Insight, Ideation, Interaction, Influence● Earn a position of influence in social media by following the model of Zappo’s● It used to be “May I have you attention pls” - now it’s “May I have your intention pls”● We will work for food empathy● Once we truly hear our customers we are inspired by the empathy that develops simply

by being human● We tend to look at segments, markets and demographics. When we listen, we see the

people, the individuals. You and me. “Pshycographics”● Brian showed a sentiment word cloud from a big airline. Question to Brian: Do you still

fly them, do you avoid them because of your findings. To any cost? are they cheap at least?

● Its not about putting a few people on twitter and facebook, the “wall”, but connecting to the whole organisation: decision makers...

● Each person has their own “social graph” with mavens and connectors. ● You have to structure your whole organisation around it, this is where troubble starts.

CHANGE. Cutting the red tape, no one department can own social media. Every department that has outside connection needs to be connected.

● The conversation workflow: get that slide● Content... Context is going to be king● Interest graph > an audience with audiences● Apple doesn't even have a social strategy still people talk about them. because they’ve

designed the company and products around experiences to be shared and talked about. You have to design your business around stuff people wants to share. Forget about realtime, find righttime.

● ReSearch.ly > Starbucks: Bio word cloud, bio interest breakdown, bio findings (This is their actual brand book... the one created by your customers and not your CMO) http://www.briansolis.com/2010/12/introducing-research-ly-a-window-into-twitters-interest-graphs/

● We used to think: reach, impressions, amplification. We need to think: Relevance, Resonance, Significance. Competing for the moment is not good enough.

● The greatest re-tweets on twitter only last for about 1h● Click-to-action● The future of business is not created, it is co-created. Again, design your business

around sharing. This is your time to lead... not follow #engage● Q&A: Which company did Brian last work for, and what was the result:

○ Work with leadership teams in companies re-designing their org. Swarowski: how do you unite social media around consumers you want to touch. Run 6 campaigns targeted to different groups. F-commerce, store on facebook.Google: 22 ways to stay black.(That sounds like campaigns, how did you break the red tape?)

○ Brian’s take on organisational change agent work: champions, what path do they take? New design of the organisation. The champion becomes a politician. Social media task force, advisory board. Which in turns influence the different departments.

Giles Palmer - BrandwatchNotes by: @JoakimNilsson,

● Sentiment analysis, how accurate is it? Most content on the web is natural. Sentiment benchmarking scores are basically “bollocks”

● Who are my influencers and what's my sentiment, these are very complicated tasks when you dig into it.

● Writing queries is incremental, if you write crap data you get crap data out● How do you get the data set for "Orange" the French mobile operator :) It's about writing

the right queries.

● Boiling influence down to a number is "bullshit", its a toy. It's sad that we measure cloud score and influence. How can it be tangible.

● The smartest project we've done is taking a unstructured web team getting the data from the social web and putting it in the organisation, getting the process in 'place to the right people.

Gianandrea Fachini - BuzzDetectorNotes by: @JoakimNilsson

● Are there anything more human than conversations? Talks about Raimboullet and her Chambre blue... how could she measure her influence? (Note: Gils Palmer from Brandwatch opposed putting a number in influence)

● How do you measure a conversation and influence, something that is so not tangible. ○ Stop talk the language of the MBA folks. Talk the language of people. (How are

you selling this the corporate environment, the C-suites with MBA’s?)○ Tone of conversations

● Analysing and understand the data collected from the conversations and mentions● Product only available in Italian: http://www.buzzdetector.com/ (http://

www.buzzdetector.com/?page_id=48)

Keith Woods - GlideNotes by:

● Finding what I find is easy, finding what I need is hard● Making colourful charts is one thing, making sense of your data is something else

● What the tool can do is one thing, one the people in front of the tool can do with the data is another thing