Measuring Conversation

Measuring Conversations Where is the value? Alan Patrick (@freecloud)

Agenda
How it can help you convert conversations into opportunities
• Difference in measuring quantity and quality
Should it be governed and controlled through state of the art software, dedicated staff, or a combination?
• An overview of the software available for measuring

Converting Conversations into Opportunities Its just another Channel...

Converting Conversations into Opportunities
The same old... but Different
Feedback Loop
Interlinked, and you are not the “star”
They watch you too

Quantity v Quality - Where is the value? Revenue Cost Reduction Capex Efficiency Value $$ 1 1 1 1

Revenue Market Making Sales Volumes ARPU Increasing Value

Operating Costs Churn Labour Costs Attributed Costs Company Specific

Capex Utilisation Efficiency Capex Savings Speed of Return

Pareto
Not all conversations are equal
Potential
Proclivity
Probabilities…..

Meme Machine
Memes point to:
Hot or Not
Sentiment Shift
Pointillist Patterns

Social Capitalists
Connect the Dots
(From Mat Morrison)
Some people are more connected than others
This is not the same as being influential
Gladwellian vs Wattsian models

Measuring the Metadata
Metadata Metrics
(From Mat Morrison)
We live in Tribes
We can predict you from your links (friends, activities etc)
Metadata predicts data too

Algorithms v People Algorithms People People Integrated Systems People Algorithms Variety & Change volume

The Software
Market Segmentation
Online
Offline
User Data
Medium (Blogs, Twitter, Search Engines, Databases) Speed (Real time, most popular, discrete event Sources (eg Feeds, Platforms) Subject (eg a meme across platforms) Trends (eg Buzz, Traffic) Comparisons (eg positional shifts vs competitors) Statistics (First level analysis) Data Sifting (2 nd Level – Pattern Finding) Analyse Track Aggregate Search Identify

The Wetware
You can go quite a long way on open source / share ware / freely available software
Beware “freeware” from providers that then require you to hand over your data
Software packages – most don’t integrate to give a total picture
System design houses – build and integrate solutions
Open source
Packages
Bespoke middleware
MeasurementCamp measurementcamp.wikidot.com Resources and Wiki Case Studies Meetings

There’s more on the Blog blog: www.broadstuff.com

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Measuring Conversation

by Broadsight on Mar 22, 2010

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Measuring Conversation — Presentation Transcript