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Are you listening? Real Time Measurement and Monitoring
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Are you listening? Real Time Measurement and Monitoring

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Presentation delivered by Andrew Walker at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London....

Presentation delivered by Andrew Walker at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London.

For more information visit http://www.socialmediadna.co.uk

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Are you listening? Real Time Measurement and Monitoring Are you listening? Real Time Measurement and Monitoring Presentation Transcript

  • Tweetminster : relevant content and datafiltered by networks of expertsHello I’m @killdozer from@tweetminster 1
  • Shopping Chatting Reviewing Checking-in Sharing links Consuming Commenting2
  • The most valuable things youcan do with social media?•Work out what you’re good at•Work out how your audience consumes content•Get better ROE from social (thanks @jedi_roach)3
  • “it’s dominated by lefties in Islington” “It could all be the same person” “that’s just what people on twitter think” “you can’t do serious analysis on twitter”94% accurate - Twitter beats YouGov4
  • 5
  • Traction & trends show how to tuneyour marketing strategy6
  • Use social to sanity check your strategySocial Placement uses data to enhanceproduct placement strategies 7
  • Audience sub-sampling sanity checkTracking the #spooks hashtag for mentions ofSamsung VS Apple on Episode 1, Season 10. #Spooks Tweets – 7674 100sec vs. 300sec on screen 16 tweets vs. 113 0.02% vs. 0.14% (Across TV audience) 9,600 vs 64,000 Sentiment: 3.5 vs 3.3 Prime time BBC bad for tech placement 8
  • Network intelligence:There’s too much stuffonline to find what youwant without humansfiltering it for you.
  • Curate communities to make sense of the sheer volume of data Network intelligence… There’s too much stuff online to find what you want without humans filtering it for you.10
  • A data insight case study:What’s the best kind of newscontent to reach politicalinfluencers?
  • News media vs. newcomers content mix News Media Newcomers Curation Blogs Blogs Data Live Blog Downloads Data Events Video Interactive Journalism Journalism Petitions
  • Average shares per URL1009080706050 News Media40 Others302010 0 Aug Sep Oct Nov Dec Jan
  • Sources Actual Shares Average Shares (this is not a Pepsi advert)News Media vs. Newcomers
  • The trend is consumption favours Newcomers overNews MediaReasons:1. News Media produces too much content (overload)2. Newcomers offer user benefits (curation, specialisation, verticals, authenticity, new formats)3. Newcomers more agile, better social engagement strategies, lower risk if experiments fail
  • Integrated strategic marketing: recycling valuefrom one campaign to another Tracking hard IDs to curate community and grow insight Campaign & CRM activity Social interventions Spin-off activity 16
  • It all starts with measurement – trythis excellent resource by RichardPentin @ifonlyblog http://iabuksocial.co.uk/?p=954
  • the simple opt-in privacy solution.
  • The future? Data and measurement is content? Open source privacy regulation for business? Social and useful…
  • Thanks  Social media issocial, innit, so if you want to chat… @killdozer