Social Media Monitoring: Challenges & Key Insights Effective Monitoring Can Deliver at SMWF

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Marketwire + Sysmomos presentation on Social Media Monitoring at SMWF Europe, 2011. (http://www.socialmedia-forum.com/europe/)

Marketwire + Sysmomos presentation on Social Media Monitoring at SMWF Europe, 2011. (http://www.socialmedia-forum.com/europe/)

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  • 1. Social Media Monitoring: Challenges & Key Insights Effective Monitoring Can Deliver
  • 2. The Challenges• Billions of conversations• Unstructured & dispersed data• Multiple languages• High signal-to-noise ratio and SPAM• Choose how and who to interact with• What and how to contribute
  • 3. The Opportunities• Real-time response/engagement • Lead generation• Influencer identification • Customer service• Feedback/customer insight • Public relations• Sentiment analysis • Activity audit/ROI measurement• Competitive/industry insight • Crisis management
  • 4. Where is content on your brand being createdand who is consuming it?  Site  Vertical  Geography
  • 5. Source Verticals 60 50 40 Compaq Presario 30 HP Envy MacBook Pro 20 Dell Inspiron 10 0 Blogs Forums News Twitter
  • 6. Share of Twitter Referrals BP Tweets Containing Links Of the top 10 links referenced by Twitter users YouTube mentioning the BP crisis, 6% 15% Wordpress one-third linked to social 10% facebook media websites such as7% blogs, videos and social 12% CNN media group efforts. Reuters.com8% 6% Huffington CNN was referenced the Post 9% BBC most with 17% of all links 17% 10% analyzed, with YouTube a close second.
  • 7. What are people REALLY saying about your brand?
  • 8. Product Feedback 10-inch latitude hybrid 4% 3% 4% intel keyboard 15% 5% swivel 7% atom 11% n550 8% screen dual 9% 8% processor premium batteries 9% 8% 9%
  • 9. Not-So-Obvious Product Feedback
  • 10. Keyword Classification
  • 11. Crisis ManagementGet early notifications with alerts. Track the discussions andsentiment in real-time across sources, geographies anddemographics.
  • 12. Understanding issuesBEFOREthey become mainstreamnews stories
  • 13. Gap Logo Announcement
  • 14. Original Gap Logo
  • 15. Facebook Page Central
  • 16. Sentiment Analysis
  • 17. Dell Customer Service
  • 18. Sentiment Analysis Sustained post-crisis conversations yields a positive skew
  • 19. How big isBIG?
  • 20. Competitive Volume
  • 21. Benchmarking
  • 22. Who Do I Talk To?
  • 23. • Inlink count• Diggs• Delicious bookmarks• Posting frequency• Number of comments• Retweets• Followers Authority• Reach• Number of tweets• RSS feed circulation• Fanpage activity
  • 24. Start with your top fans and followers
  • 25. Thank you. Questions, comments and inquiries: jcann@sysomos.comblog.sysomos.comblog.marketwire.com sysomos.markewire.com marketwire.com/engage