Sm2 Analysis Guide


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House to analyze and monitor brands and reputations in social media with SM2 from Techrigy

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Sm2 Analysis Guide

  1. 1. Using SM2’s Analysis Tools A Guide to Presenting Social Media Monitoring Results Prepared by Techrigy Inc.
  2. 2. Using This Guide <ul><li>This guide uses an example from an actual SM2 search </li></ul><ul><li>The format of the analysis may be copied or adapted for your use </li></ul><ul><li>Charts and images are screen captures from SM2 from Techrigy </li></ul>
  3. 3. Search Example: <ul><li>The Alliance for Climate Change, Al Gore’s organization launched a global awareness and call to action campaign called We Can Solve It with a logo that is stylized version of the word ‘we’. </li></ul><ul><li>The keyword set up was simple and used the following: </li></ul><ul><ul><li>Organizations:, Alliance for Climate Change </li></ul></ul><ul><li>The words ‘Al Gore’ were not used because they would bring back too many unrelated results- we’re only interested in what social media is saying about the campaign itself </li></ul><ul><li>We also avoided the terms ‘climate change’ and ‘global warming’ as they would return too many irrelevant results </li></ul><ul><li>The search was run and brought back 772 results. The first result was dated 2/24/08, around the time the campaign was announced. </li></ul>
  4. 4. Dashboard View for the Big Picture <ul><li>Dashboard provides a quick overview of trends and volume </li></ul><ul><li>Sentiment gives you indications of how people feel, in this case strongly positive </li></ul><ul><li>Top 100/1000 blogs shows number of results in the most influential blogs </li></ul><ul><li>Top Ten Folders shows number of results in categories set up in SM2 </li></ul><ul><li>Top Ten Author Categories shows results organized by how authors tagged them </li></ul>
  5. 5. Sentiment: Positive or Negative? <ul><li>Sentiment in SM2 is intended to be an indicator, not an accurate measurement. </li></ul><ul><li>Sentiment shows a trend of positive vs. negative </li></ul><ul><li>We use language patterns to identify posts that might be related to positive or negative statements </li></ul><ul><li>You can drill down to a post that has sentiment indicators, read it and mark it as accurate or not </li></ul>
  6. 6. Demographics: Who they are, where they are, what they think <ul><li>Gender/Age. We determine gender and age based on user profiles when available </li></ul><ul><li>Geo-location. Mapping is based on where the social media profile indicates. Clicking on a country gives more details. </li></ul><ul><li>Anywhere in the analysis screens you can hover over and see number of results; click to drill down to details. </li></ul>
  7. 7. Drill-down: Examining the sources <ul><li>You can drill down anywhere in the Reports area </li></ul><ul><li>Mouse-overs bring up a results count on any chart </li></ul><ul><li>Clicking on the charts brings up the results </li></ul><ul><li>Clicking on Full Detail brings you to a wealth of information for that result </li></ul><ul><li>Clicking the URL in Result Details takes you to the actual social media site </li></ul>
  8. 8. Authority Rank: How influential are they? <ul><li>We create an Authority Rank of one to ten based on a variety of factors: </li></ul><ul><ul><li>Alexa ranking </li></ul></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Number of comments </li></ul></ul><ul><ul><li>Technorati ranking </li></ul></ul><ul><ul><li>Google PageRank and more </li></ul></ul><ul><li>Using Folders you can sort results by Authority Rank to focus on the most influential </li></ul><ul><li>With drill-down you can engage the influencers directly </li></ul>
  9. 9. How do social media users categorize your keywords? <ul><li>Your brands and keywords are being assigned categories by social media authors and commenters </li></ul><ul><li>Tag Clouds show popularity of keywords by relative size </li></ul><ul><li>User-driven keywords can be important to marketing campaigns and engagement </li></ul><ul><li>Clicking in the cloud takes you to results sorted by author categories </li></ul>
  10. 10. Presentation and Results Delivery <ul><li>Extensive Charting options include chart types, colors, 2D/3D, etc. Charts can be copied and pasted into your presentations. </li></ul><ul><li>Search Results can be delivered on a periodic basis (Daily, Weekly, Monthly) via email or RSS feed for real time updates on the social media conversation </li></ul>
  11. 11. Monitoring social media is the first step, engagement is the second… <ul><li>Start by listening to the conversation </li></ul><ul><li>Then join the conversation as a participant , not someone pitching something </li></ul><ul><li>Energize your supporters through engagement, sampling, access, etc. </li></ul><ul><li>Support social media users by providing tools like social networks, forums, blogs, etc. </li></ul><ul><li>Embrace customers by integrating their suggestions, resolving their complaints and generally engaging them in your product design/marketing processes </li></ul>
  12. 12. Social media is not a fad <ul><li>It is a new communication layer built upon the Internet </li></ul><ul><li>According to a recent Universal McCann study, 50% of all US adults are using social media- meaning we’re far beyond the early adopter stage </li></ul><ul><li>It will replace or augment many traditional means of outreach </li></ul><ul><li>It is sensitive to nuance and very fast to respond/critique </li></ul><ul><li>New media choices appear in the hundreds of thousands daily: New blogs, Twitter-type services, social network pages </li></ul><ul><li>As both a challenge and an opportunity, it cannot be ignored. </li></ul>
  13. 13. SM2: Providing Visibility Into Social Media <ul><li>Want to know more? </li></ul><ul><li>Call us at 585-586-0160 </li></ul><ul><li>Email us at </li></ul><ul><li>Visit us at </li></ul><ul><li>Join us at </li></ul>