social media listening (bma nj) 2011-12-06

© 2011 Mike Moran Group LLC

Mike Moran

www.mikemoran.com

Social Media ListeningBusiness Marketing Association of NJDecember, 2011

Mike Moran

Mike Moran

© 2010 Mike Moran© 2011 Mike Moran Group LLC

Message boards have long been complaint centers

2

Would you have spotted this comment?

Would someone know how to respond?

What if that is one my competitors?

Mike Moran


But now all you need is a phone

Your customers look at reviews before going into your restaurant

Or writing a review while they wait for the check

3

Mike Moran


What are they saying about you?

4

TheConversation

SOCIAL NETWORKSWIKIS

PHOTO SHARING

BLOGSMAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

Mike Moran


What are they seeing about you?

5

You are frequently defined by third parties

Mike Moran


Public data, private data, and what’s in between

Public: Twitter, blogs, YouTube, most message boards

Private: Most Facebook, most LinkedIn, some message boards

In between: Reviews

6

Mike Moran


The blueprint for social media engagement

7

Mike Moran


Ford contains a potential disaster

A Ford fan site goes public with a Ford cease and desist order that goes viral on the Web

Scott Monty of Ford tweets “not good” when he first hears the story

Later, his legal team explains that the fan site was selling counterfeit Ford items and he tweets that

Within 24 hours, the story is dead, with Ford’s reputation intact

8

Mike Moran


Graco handles a recall online

Imagine the nightmare of babystrollers recalled for safety reasons

Graco jumped on Twitter and responded to every nervous tweet, requesting serial numbers and providing advice

Afterwards, as many stories praised Graco as slammed them

9

Mike Moran


Dell goes from embarrassment to leadership

Then: Bloggers took Dell’s serviceto task with “Dell Hell”

Now: IdeaStorm builds new products from customer ideas

10

Mike Moran


Comcast did the same thing

Comcast’s first exposure tosocial media came from aYouTube video of a service mansleeping on the customer’s couch

They later became one of the first companies to pioneer customer service on Twitter

11

Mike Moran


Starbucks also solicits ideas from customers

250,000 people voted one million times for 84,000 different ideas

48 ideas launched in Starbucks restaurants

12

Mike Moran


USAA has a social voice of the member program

13

Product Websites

• Product/Service Ratings & Reviews

• Customer Discussion Forums

• Customer Article/Blog Comments

Social Media

Customer Comments on:

• Facebook Fan pages

• Twitter

Unified Information Access

• Blogs

• Flickr

Surveys and Focus Groups

Real-time Reports

Executives Functional Leaders Regional Leaders

Trend Analysis

Mike Moran


DreamHost Web hosting ‘fessed up’ its screw-up

They were honest, apologetic—no excuses

The reaction?

“I’m not going anywhere and this blog post is a big reason why.”

“Posts like this are the reason I love dreamhost and continue to pimp you guys out to all my friends.”

“I have to say that without this post, I’d be outta here.”

“It’s rare to find a company who is willing to own up to their mistakes and be honest with customers.”

“…I am rooting for you.”

“Without this post I would seriously consider moving.”

14

Mike Moran


How will the companies of the future work?

15

Imagine a fictitious mid-size manufacturer and direct seller of telephone systems called “telecom.com” that sells to consumers, SOHO, and larger businesses

Dorothy is the Marketing Executive for all telephone systems

telecom.com

Mike Moran

© 2010 Mike Moran16 © 2011 Mike Moran Group LLC

Problems for our heroes

Dorothy is checking her reputation dashboard when she sees a bad story

From an important blog

Reputation Dashboard

Results from Reputation Scan

1 to 10 of 37 stories | Next>

Telecom 2617 Review

…Telecom’s new 2617 digital switch surpasses the competition…

Another Winner from Telecom…2617 exceeded our benchmarks…

Questionable Telecom TCO

…causes us to question Telecom’s low TCO claims…

Monitor Today’s Telecom TalkConcepts

Mike Moran


Reputation DashboardMonitor

Concepts

Create Concept


Have you heard Telecom’s claims of low TCO? We have too, but we’ve also heard from two Telecom customers, which causes us to question Telecom’s low TCO claims.

If you believe the customerswe spoke with, Telecom products can be costly to

Dorothy checks the story

The story says that anecdotal reports indicate that Telecom’s products are costly to repair

It quotes two unnamed Telecom customers

Today’s Telecom Talk

Mike Moran


Dorothy decides to see if more talk is happening

Are others talking about high costs?

She highlights “TCO” and presses the “Create Concept” button


Concepts

Create Concept


Have you heard Telecom’s claims of low TCO? We have too, but we’ve also heard from two Telecom customers, which causes us to question Telecom’s low TCO claims.

If you believe the customerswe spoke with, Telecom products can be costly to

Today’s Telecom Talk

TCO

Mike Moran


“TCO talk” comes in many flavors

She selects the related phrases that she wants to include

She presses the “Save Concept” button


Concepts

More Phrases:Big repair billBig training costsBig training

expensesCostly repairsCostly trainingExpensive to fixExpensive to

repairMore…

Concept Editor

Current:

TCO

Add additional phrases from list at right

Save Concept

Mike Moran


Dorothy matches the concept with her products

She cares about this talk only when it relates to her own products

She chooses “Brand names” and “Product names” and runs it


Concepts

TelecomBrand namesExecutivesLocationsProduct names

Concept Editor

Save and Search

CompetitorsBrand namesExecutivesLocationsProduct names

Current:

TCO

Add additional concepts from list at right

Mike Moran


Dorothy sees what all the chatter is about

Dorothy sees that some of these same costly repair stories are popping up on message boards

And product reviews


Results from Message Boards1 to 10 of 17 phrases | Next>

expensive to fix (6)

big repair bill (5)

high maintenance costs (3)


Results from Product Reviews1 to 10 of 12 phrases | Next>

pricey service (2)

expensive repair (1) …

Mike Moran


Do competitors have the same problems?

Dorothy checks the same concepts found for competitive names

She chooses “Brand names” and “Product names” and runs it


Concepts

TelecomBrand namesExecutivesLocationsProduct names

Concept Editor

Save and Search

CompetitorsBrand namesExecutivesLocationsProduct names

Current:TCO

Add additional concepts from list at right

Mike Moran


Many of the same phrases come up

Dorothy sees that some of these same costly repair stories are popping up for competitors

In message boards and in product reviews


Results from Message Boards1 to 10 of 57 phrases | Next>

high maintenance costs (23)

expensive to fix (19)

expensive repair (15)


Results from Product Reviews1 to 10 of 62 phrases | Next>

costly service (13)

expensive repair (11)

Mike Moran


How do today’s companies listen to customers?

See what’s happening now with Twitter search

Use hashtags

24

Mike Moran


Figure out who to follow

Find your friends

Use search

Follow your favorite bloggers

25

Mike Moran


Engagement tools do simple listening

Choose people to follow

Enter simple keywords or hashtags for subjects

Only finds Twitter data, with possibly some blogs or Facebook

Hootsuite is a prime example

Tweetdeck being purchased by Twitter

26

Mike Moran


Google Alerts are more comprehensive, but slower

27

Google Alerts are free and easy, but not realtime

Set up a searchand follow thee-mails or anRSS feed

Perfect for smallbusinesses andunique searchkeywords

Mike Moran


But other companies fail with search algorithms

“T-Mobile” will be found quite easily

“Sprint” not so much

“Verizon Wireless” is also not easy to isolate

28

Mike Moran


Algorithmic listening also misses details

29

[Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine

sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the

Treximet in the desk, untouched. “

Blog.lazyharpy.com, published on 18-02-2009

[Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my

head was perfectly clear. That was four hours ago.”


[Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of

Imitrex, which I have used for years, and felt surprised to see the very same descriptions as those accompanying the

Treximet. Since Imitrex has never bothered me,..”


• Do you care if the whole post is positive or negative?

• Or what the specifics are for each issue?

http://blog.lazyharpy.com/2009/02/18/wt.aspx?ref=rss



Mike Moran


But Google Alerts treats all mentions the same

Doesn’t aggregate volumes or show

competitors

Doesn’t differentiate by venue

Doesn’t separate positive from neutral and

negative

Mike Moran


Who are the current leaders in social listening?

31

2010 Forrester Wave

Mike Moran


Listening tools are comprehensive and selective

Blogs

Twitter

Facebook

Message boards

…and many more

32

Many sources Boolean filters

word AND word

word AND NOT word

word WITHIN 2 SENTENCES OF word

Mike Moran


Sentiment analysis shows opinions

Top Five Tech Pundits in Smart Phone Conversation

33

Blog URL Net Sentiment (toward Brand)

Rank Traffic

Engadget A Venue falls in the top 1% of highest trafficked, most influential sites

Gizmodo A Venue falls in the top 1% of highest trafficked, most influential sites

Electronista B Venue falls in the top 10% of high trafficked sites

UberGizmo B Venue falls in the top 10% of high trafficked sites

Switched C Venue falls in the bottom 90% of trafficked sites

Mike Moran


Algorithmic sentiment analysis misses sarcasm

34

“Oh, the iPhone is a beautiful girl, no doubt.”

The automated sentiment analysis failed to identify the

sarcasm and coded the entry as positive for iPhone, while failing to understand the author was actually saying there was no

value for the iPhone beneath its flashy exterior

Mike Moran


Algorithmic sentiment analysis misses nuance

You know that these are negative, but there is no word to tell the algorithm

These would be marked neutral by most algorithms

35

“I waited on line for my entire lunch hour

at my Wells Fargo branch today.”

“State Farm never told me I had no flood coverage.”

“Amazon wouldn’t refund my money.”

Mike Moran


Algorithmic sentiment misses context

The same words mean different things

An “unpredictable” movie is good, but “unpredictable” food quality, not so much

We like “small” cell phones but not “small” hotel rooms

“Faded” jeans are good, butnot “faded” photos

“Frozen” computers are bad,but “frozen” margaritas are good

36

Mike Moran


The problem: Algorithms alone fall short

70% accuracy on relevance

70% accuracy on sentiment

70% times 70% = 49%

37

“Oh, the iPhone is a beautiful girl, no doubt.”

The best algorithms seem to fail half the time

Mike Moran


Human analysts can correct the algorithms

If you need the data to be right, you need people to check the machines

The machines collect the data andmake the easy calls, and theysuggest the answers for the toughones, but humans make the finaldecision

38

Mike Moran


And machines can learn from the humans

Machine learning algorithms can detect patterns where human analysts corrected the machines

That feedback can then be usedto update the computer algorithmsso the computers are more accurate on the first try

But…you need accurate trainingdata—sometimes lots of trainingdata

39

Mike Moran


Computers and human analysis make data smarter

40

Mike Moran


Visualizations make the data understandable

41

Mike Moran


How do conversations relate?

42

Mike Moran


Influencers of the conversation can be scored

43

Reach

» Site traffic

» Followers/Friends

» Number of social media venues

Authority

» Online rank

» Number of back-links

» Respect or standing within community

Engagement

» # of relevant messages

» Frequency of conversation

Connectivity

» Bloggers blogroll

» Cross-topic connectivity

» Influence flow

• Influencers vary by conversation

• Quantitative scoring can reveal the people who make the conversation

• Human analysts can provide qualitative scoring, also

Mike Moran


Influencers have relationships with each other

44

Mike Moran


Some research shows social media is influential

So

cia

l Me

dia

So

cia

l Ga

the

rin

g

On

line

Ad

Co

up

on

In-S

tore

Co

rpo

rate

We

bsi

te

Usi

ng

/Ea

ting

TV

Ad

Pu

rch

ase

-0.2

0.0

0.2

0.4

0.6

Brand Knowledge Shift by Touchpoint

Brand A TouchpointCompetitor Touchpoint

45

AverageShift: 0.32

Mike Moran


The same information is needed organization-wide

46

Mike Moran


And across geography

47

North AmericaNorth America

South AmericaSouth America

AsiaAsia EuropeEurope

PRPRMarket

ResearchMarket

Research

CorporateComm.

CorporateComm.

Customer Service

Customer Service

EnterpriseListening Solution

EnterpriseListening Solution

+ consistent methodology+ consistent data

+ custom configuration

+ consistent methodology+ consistent data

+ custom configuration

Mike Moran


Workflow distributes insights

48

Mike Moran


Workflow also allows engagement

49

Mike Moran


Next: Listening and engagement come together

50

TheConversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

Mike Moran


Next: Listen to non-text objects

Audio

Video

Images

51

Mike Moran


Next: Cross national languages

Those who need to know can’t speak every language

Machine translation crosses the gap

Automation will be augmented with human beings at first

52

Mike Moran


Next: Calculate return on investment

How many people who viewed the message eventually bought something?

Of the people who saw this message, are they more or less likely to buy from us?

53

Mike Moran


Next: Predictive modeling

54

Conversation Mining

Traffic

Conversion/Analytics

Sales Brand Tracking

Mike Moran


Read all about it

55

“Buy this book, read it, and then read it again.” --Chris Sherman, Search Engine Watch

Updated at each printing

www.mikemoran.com

The search

marketing best seller

For more information about the books, and for the free Biznology

newsletter and blog:

Miami Herald: A TopBiz Book of 2007

“Great book.” --Robert Scoble, Scoblizer blog

“Act now and read it.” --Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark?

social media listening (bma nj) 2011-12-06

Technology

mike moran group llc

mike morandorothy

mike moranwhat

mike moranford

mike moranproblems

mike morandell

mike morancomcast

mike moranhow