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/)

Technology Business

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

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

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

Source Verticals
60

50

40
Compaq Presario
30 HP Envy
MacBook Pro
20 Dell Inspiron

10

0
Blogs Forums News Twitter

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 as
7%
blogs, videos and social
12%
CNN
media group efforts.
Reuters.com
8%

6%
Huffington CNN was referenced the
Post
9%
BBC most with 17% of all links
17%
10% analyzed, with YouTube a
close second.

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%

Crisis Management

Get early notifications with alerts. Track the discussions and
sentiment in real-time across sources, geographies and
demographics.

Understanding issues
BEFORE
they become mainstream
news stories

Sentiment Analysis
Sustained post-crisis conversations yields a positive skew

• Inlink count
• Diggs
• Delicious bookmarks
• Posting frequency
• Number of comments
• Retweets
• Followers Authority
• Reach
• Number of tweets
• RSS feed circulation
• Fanpage activity

Thank you.
Questions, comments and inquiries: jcann@sysomos.com

blog.sysomos.com

blog.marketwire.com

sysomos.markewire.com

marketwire.com/engage

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

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

5. Where is content on your brand being created and who is consuming it?  Site  Vertical  Geography

7. Source Verticals 60 50 40 Compaq Presario 30 HP Envy MacBook Pro 20 Dell Inspiron 10 0 Blogs Forums News Twitter

8. 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 as 7% blogs, videos and social 12% CNN media group efforts. Reuters.com 8% 6% Huffington CNN was referenced the Post 9% BBC most with 17% of all links 17% 10% analyzed, with YouTube a close second.

9. What are people REALLY saying about your brand?

10. 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%

11. Not-So-Obvious Product Feedback

12. Keyword Classification

13.

14. Crisis Management Get early notifications with alerts. Track the discussions and sentiment in real-time across sources, geographies and demographics.

15. Understanding issues BEFORE they become mainstream news stories

16. Gap Logo Announcement

17. Original Gap Logo

18. Facebook Page Central

19. Sentiment Analysis

20. Dell Customer Service

21. Sentiment Analysis Sustained post-crisis conversations yields a positive skew

22. How big is BIG?

23. Competitive Volume

24. Benchmarking

25. Who Do I Talk To?

26. • Inlink count • Diggs • Delicious bookmarks • Posting frequency • Number of comments • Retweets • Followers Authority • Reach • Number of tweets • RSS feed circulation • Fanpage activity

27. Start with your top fans and followers

28.

29. Thank you. Questions, comments and inquiries: jcann@sysomos.com blog.sysomos.com blog.marketwire.com sysomos.markewire.com marketwire.com/engage

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

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