presentation: an intro to social media monitoring

Synthesio présentation | Septembre 2009 | 1

AN INTRO TO SOCIAL

MEDIA MONITORINGCatriona Oldershaw

Managing Director, Synthesio UK@CatrionaTweets


PRESENTATION OVERVIEW

INTRODUCTION

WHY SHOULD BRANDS MONITOR THE WEB?

HOW DO SOCIAL MEDIA MONITORING TOOLS WORK?

THE GLOBAL MONITORING LANDSCAPE

CASE STUDIES

WHO AM I?

• New Zealander• Trained as a lawyer• Switched to PR & Marketing• Worked both agency and client-side• Loved the account growth & team

management aspects of being a Client Services Director

• Became Managing Director of Synthesio UK in Sept 2010

• 2013 SVC2UK 100 Club Member – Silicon Valley Comes to the UK

Feel free to connect via @CatrionaTweets


#1 200 54 200 100%COUNTRIESMONITORED

LANGUAGESANALYZED

GLOBAL CLIENTSGLOBAL LISTENINGVENDOR, FORRESTER

YEAR TO YEAR GROWTH SINCE 2006

NEW-YORK PARIS

LONDON

SINGAPORE

75 Employees Across 4 Offices

ABOUT SYNTHESIO – A GLOBAL SOCIAL MEDIA MONITORING PROVIDER


TOYOTAMORE THAN 200 CLIENTS SPANNING FOUR CONTINENTS


WHY SHOULD BRANDS

MONITOR THE WEB?


All good relationships

start with listening

THE NEW DYNAMIC

Customers own the conversation

• Brands can no longer ‘announce’, they must engage

• Your brand messaging / values must align with customers’ real-life experiences of your products and services

• Forrester calls this “The New Fashioned Brand”

“Brands are now made of glass”

THE NEW DYNAMIC

• You need to understand the Voice of the Customer

• The Web is the world’s largest focus group:• Real-time• Unsolicited• Unmediated

• Social media conversations can act as the ‘Canary in the Coal Mine’ and/or offer a ‘Mexican Wave’ ability to predict future sales

• The opportunities for finding actionable insights that can drive innovation and competitive advantage across the business are huge


MarketingBuild a community of brand advocates, identify key influencer individuals and websites to improve targeting and gauge the impact of digital campaigns.

Customer ServiceEstablish real-time communication between a brand and consumers to improve service, customer satisfaction and sales.

PRIdentify the beginning of a potential crisis before it spreads, to minimize brand damage. Establish a direct dialogue with key journalists, bloggers and consumers.

ResearchAnalyze online opinions, wants and needs regarding a brand or/a major topic. Identify the brand’s strengths, weak signals, opportunities and measure competitor presence.

SalesIdentify new prospects for lead generation and provide product info, news and promotions. Use social insight to understand consumer needs.

HRControl brand image/reputation. Identify key candidates and communicate directly to facilitate the hiring process.

SOCIAL MEDIA MONITORING - DONE WELL - CAN ADD VALUE ACROSS THE BUSINESS


If you want to understand the

tiger, don’t go to the zoo, go to the

jungle!


HOW DO SOCIAL MEDIA MONITORING

TOOLS WORK?

THE BASICS

WHAT IS SOCIAL MEDIA MONITORING?The act of using a tool to monitor what is being said on the internet

IT’S ALSO KNOWN AS …Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Intelligence, Social Media Management, #SMM, Social Intelligence

DONE WELL, IT PRODUCES ‘SOCIAL INTELLIGENCE”

“The management and analysis of data from social media sources, to activate, recalibrate and optimise

business programmes”

HOW DO SOCIAL MEDIA MONITORING TOOLS WORK?

• They continuously crawl sites and index them

• Once sites are indexed, they can then be searched

• Most tools use some form of search query, that the user writes, to find mentions of specific words and phrases

• It will then bring these ‘mentions’ (known as ‘verbatim’) back into the tool’s interface, ready to be analysed by the user

DO SMM TOOLS JUST MONITOR SOCIAL MEDIA SITES?

WELL ACTUALLY, NO!

Most tools crawl all sorts of web sites:

• Mainstream news sites• Forums• Blogs• Review sites (Tripadvisor, Amazon)• Social networks (Facebook, Orkut, v-

Kontakte, Renren, Linkedin)• Microblogging platforms (Twitter,

Sina Weibo)• Video and photo-sharing platforms

(Youtube, Flickr, Pinterest)

Importantly, Social Media Monitoring Tools only crawl publically available data

“OWNED” VERSUS “EARNED”

Owned:• Corporate website• Campaign microsites• Owned Facebook Pages• Owned Linkedin Groups• Owned Twitter accounts• Owned Youtube channels• Owned forums (eg Lithium)

Earned:• Third party forums• Review sites• Blogs• Twitter• Open Linkedin Groups• Facebook Pages• Youtube


SOCIAL MEDIA TOOL LANDSCAPE – WHERE SYNTHESIO SITS

SOCIAL MEDIA MONITORING

SOCIAL MEDIA ENGAGEMENT

Tools that help brands understand in real-time what customers are saying about them, their competitors and their product categories, whereever those conversations are happening on the web.

These tools help brands to engage with consumers and provide Social Customer Care – across both their owned social media channels (such as their own Twitter accounts and Facebook Pages) and earned conversations happening on third party sites such as forums and blogs.

SOCIAL MEDIA PUBLISHINGSocial Media publishing is the activity of managing your marketing messaging on your owned Social Platforms, including scheduling and posting new content and running social media competitions.

þ

þ

☐

BUT THE WEB IS A PILE OF RUBBISH – HOW DO I FIND THE INSIGHTS I NEED?

• Have a clear monitoring objective• Choose a tool with advanced spam

filtering / quality data• Learn how to use Boolean

Operators: AND, OR, NOT “”, ()• People don’t want data on its own …

they want direction

SENTIMENT ANALYSIS

Natural Language Processing• A field of computer science,

artificial intelligence & linguistics related to the area of human-computer interaction

• Enables computers to derive meaning from human or natural language input for sentiment and topic classification

• Great for high volumes of data

Human Analysis• Native speakers analyse samples of

the data• Great for high accuracy levels and

qualitative insight generation

SOME THOUGHTS ON ONLINE INFLUENCE

• Influence on the web is composed of Influential Places and Influential People (and cats!)

INFLUENTIAL PLACES• Review sites like TripAdvisor &

Amazon• Big forums, such as Mumsnet,

Piston Heads Gassing Station & moneysavingexpert.com

• Facebook Groups with many followers

INFLUENTIAL PEOPLE• Tweeters, bloggers, journalists• Different for each brand• A celebrity is only influential for your

brand if they talk about relevant topics

THE OUTPUT IS USUALLY AN ONLINE ‘DASHBOARD’ AND REPORTS


THE GLOBAL MONITORING LANDSCAPE


INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING MATURITYTHE SOCIAL WEB ISN’T JUST ABOUT THE WEST

Source: GlobalWebIndex, Early 2013


What is the fastest growing language

on Twitter?


ARABIC


INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING MATURITYTHE SOCIAL WEB ISN’T JUST ABOUT TWITTER AND FACEBOOK


PREVENT BAD BUZZ

Listening is owned by PR team worried about the harm of a potential social media crisis

SO WHAT?

Brands struggle to leverage the value of listening and engagement

SOCIAL BECOMES STRATEGIC

Top management set objectives and clear performance indicators to track marketing and PR results

IMPLEMENT ONLINE CUSTOMER SUPPORT

Connect social media results with customer surveys to get the full picture of the customer journey

BUILD ONE VOICE OF THE CUSTOMER

Compare social media indicators with customer satisfaction metrics (Net Promoter Score) or sales

LATIN AMERICAASIA

MEA, RUSSIA

DISCOVER INSIGHTS

Market Research team use social media as super focus group

MEASURE CAMPAIGNS

Marketing teams use social media to fuel campaigns and measure results with various metrics (#fans, likes, sentiment, etc.)

SCALE ACROSS THE ENTERPRISE

INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING MATURITYCOUNTRIES / REGIONS ARE AT DIFFERENT STAGES OF SMM MATURITY: USA IS MOST MATURE


CASE STUDIES

HUGE ARRAY OF PRACTICAL APPLICATIONS OF SOCIAL INTELLIGENCE

BRAND AUDITVOICE OF THE

CUSTOMERCAMPAIGN

EVALUATIONPRODUCT LAUNCH

CUSTOMER JOURNEY

CRISIS

INFLUENCER IDENTIFICATION

AUDIENCE PROFILING

WEEKLY REPORTS

MONTHLYREPORTS

QUARTERLYREPORTS

REPUTATION MONITORING

COMPETITION ANALYSIS

CATEGORY AUDIT

SPONSORSHIP EFFICIENCY

BRAND BARRIER

TRACKING

COMMS STRATEGY

VALIDATION

VISUAL FOOTPRINT MAPPING

CRISIS MANAGEMENT: BE PREPARED!

#fail

CRISIS MANAGEMENT – HOW BAD IS / WAS IT?: BLACKBERRY

#fail

CRISIS MANAGEMENT – BEST PRACTICE: MICROSOFT

#fail

COMMUNICATIONS STRATEGY & CAMPAIGN MEASUREMENT: NISSAN LEAF


Price Range Charging Infrastructure

Running Costs Drive Quality

0.534

0.321

0.145

0.4310.338

0.231 0.238

0.503

0.26

0.090.198

0.712

0.0580.142

0.8

34

Sentiment Analysis – Nissan Leaf


Running Costs Drive Quality

0.148

0.769

0.083 0.093

0.784

0.123

0.003

0.923

0.0740.002

0.14

0.858

0.001

0.119

0.879

Barriers Sentiment - Pre-Campaign Barriers Sentiment - Campaign Period

0.14 0.550.31 0.02 0.670.31Overall Sentiment Overall Sentiment

Pre-Campaign Campaign PeriodSRS 5.9 7.3SRS

Campaign Period Analysis• The Leaf’s Social Reputation score improved by 1.4 points

to reach 7.3 during the campaign period. This was largely a function of the reduced volume of negative sentiment visible for the car over the period.

• The volume of verbatim discussing the various barriers to EV purchase grew over the period. Likewise, the proportion of negative sentiment for each barrier declined markedly.

• This indicates the campaign succeeded in addressing the key barriers to purchase, in terms of 1) raising discussion around them and 2) reducing the visibility of the negative message that potential consumers have been exposed to.

• The high levels of neutral sentiment is a direct function of the propagation of campaign-related verbatim.


Running Costs

Drive Quality0

200400600800

1,0001,2001,4001,600

Pre Campaign

Campaign

Barriers Volume

SPONSORSHIP MEASUREMENT & CROWDSOURCING CONTENT: MICROSOFT

BRAND AUDIT: JAMESON WHISKEY

PRODUCT INNOVATION AND OPTIMISATION: MTV

NEW WAYS TO MEASURE: SAATCHI & SAATCHI lOVEMARKS


THANK YOU

CONTACT:

Catriona Oldershawe: [email protected]

tw: @CatrionaTweets

OUR BLOG OUR RESEARCH CLIENT STORIES

presentation: an intro to social media monitoring

Technology

social media management

social listening

social media measurement

social media sources

social intelligencedone

social insight

new fashioned brand

brand damage