Essential Technology Tools For Social Media - WOMMA Webinar


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"Essential Technologies Every Word of Mouth Marketer Should Know About." In this presentation delivered on June 30, 2009 to Word of Mouth Marketing Association members via Webinar, Spring Creek Group Principals Clay McDaniel and Xavier Jimenez provide a comprehensive list of different social media channel monitoring, analysis, and customer engagement evaluation software and tools which online marketers can research for applicability to their own program management needs.

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Essential Technology Tools For Social Media - WOMMA Webinar

  1. 1. WOMMA Webinar Essential Technologies Every Word of Mouth Marketer Should Know About June 17, 2009 Clay McDaniel & Xavier Jimenez, Presenting
  2. 2. Agenda • Welcome! • Introductions… • Context and Goals • Section 1: Listening & Monitoring Tools • Section 2: Editorial, Publishing, & Content Syndication Tools • Section 3: Other Cool Measurement and Monitoring Tools • QnA + Wrap-Up WOMMA Webinar 6/17/2009 2
  3. 3. Welcome! “Thank-You’s” all around… • YOU… for attending today’s Webinar • WOMMA… for enabling today’s session • ALL the brilliant devs and innovators… for the countless thousands of hours and millions of lines of code required to produce all of these tools! WOMMA Webinar 6/17/2009 3
  4. 4. Introduction Clay McDaniel • Principal & Co-Founder, Spring Creek Group • Seattle, Washington • Fly-fisherman, dad, Sounders supporter, sunny bike commuter Xavier Jimenez • Principal + Analytics Practice Head, Spring Creek Group • Seattle, Washington • Rugby coach, dad, chili pepper enthusiast WOMMA Webinar 6/17/2009 4
  5. 5. Context, Part II (courtesy Michael Mann) McCauley (DeNiro): “How did you get this information?” Cezar (Voight): “It’s out there. Just floating around. You just gotta know how to grab it. See, I know how to grab it.” WOMMA Webinar 6/17/2009 5
  6. 6. Goals 1.Present a cross-section of the useful tools, apps, and web services offerings out there today. 2.Provide the list in a context and framework that marketers will find useful, given our roles. 3.Respect your time… by creating value & addressing Q’s (fyi, use Webinar Questions and/or tweet Q’s with #womma. We’ll address most popular Q’s at the end). WOMMA Webinar 6/17/2009 6
  7. 7. Caveats 1.This list of tools isn’t complete, exhaustive, or perfect… but hopefully it’s a good starting point for everyone 2.If your favorite app or site isn’t included in our list today, don’t take it personally. We all make mistakes . 3.If you’d like to let us and others know about a new one, tweet it to @springcreekgrp *and* hashtag it #womma WOMMA Webinar 6/17/2009 7
  8. 8. Different Purposes, Different Tools… The Social Media Web Listening and Monitoring Tools Other Cool Monitoring and Measurement Tools Answers Content Publishing and Syndication Tools YOU [“The Savvy Marketer”] WOMMA Webinar 6/17/2009 8
  9. 9. Our Point of View: Let data drive Brand & Product management… Social Media Marketing: Key Activities & Dependencies Time Listening, Monitoring, & Analysis Channel Strategy Customer Engagement & Marketing & Planning Program Execution We find this methodology to be the best way to turn ideas into actions that drive positive business outcomes. WOMMA Webinar 6/17/2009 9
  10. 10. Roadmap 1.Listening & Monitoring Tools 2.Editorial, Publishing, & Content Syndication Tools 3.Other Cool Measurement & Monitoring Tools 4.QnA + Wrap-Up WOMMA Webinar 6/17/2009 10
  11. 11. Section 1: Listening, Monitoring & Measurement Tools WOMMA Webinar 6/17/2009 11
  12. 12. Google Alerts Free or Paid? • Free Where? • Key Info + What It Does: • News, blogs + forums, videos • Collects, summarizes, and provides email summary “clipping service” with links • Frequency configurable • Links to original content WOMMA Webinar 6/17/2009 12
  13. 13. Twist Free or Paid? • Free Where? • Key Info + What It Does: • Twitter trending for 1 day, 7days, 30 days • Allows multiple searches for key terms, hashtags within twitter • Shows % of total conversations, allows for drill down into specific date range. WOMMA Webinar 6/17/2009 13
  14. 14. TweetDeck Free or Paid? • Free (desktop application) Where? • Key Info + What It Does: • Monitor Twitter with multiple columns, groups, saved searches and automatic updates • Now can add multiple twitter accounts perfect for marketers and bloggers • Facebook status is integrated WOMMA Webinar 6/17/2009 14
  15. 15. TruCast from Visible Technologies Free or Paid? • Paid / Licensed Where? • Key Info + What It Does: • Blogs, forums, comments, anything else likely to be indexed by search engines… • Scored for sentiment • Deep insights and analytics Dashboard • Integrated “Engagement Manager” functionality to manage outreach and engagement / follow-up workflow WOMMA Webinar 6/17/2009 15
  16. 16. Radian6 Free or Paid? • Paid / Licensed Where? • Key Info + What It Does: • Blogs, forums, comment threads, tweets, etc.… • Highly configurable & customizable Dashboard for analysis and insights • Engagement and outreach capabilities enabled WOMMA Webinar 6/17/2009 16
  17. 17. SM2 from Techrigy Free or Paid? • Paid / Licensed Where? • Key Info + What It Does: • Blogs, forums, comment threads, tweets, etc.… • Deep data warehouse of social media data going back 2+ years • Deep analysis features WOMMA Webinar 6/17/2009 17
  18. 18. Collective Intellect Free or Paid? • Paid / Licensed Where? • Key Info + What It Does: • Blogs, forums, comment threads, tweets, etc.… • Author and domain mapping across social media Web • Automatic categorization of conversations and content / context insights WOMMA Webinar 6/17/2009 18
  19. 19. Additional SM Monitoring Tools Twitter only: • Monitter ( • Twitter fall ( • WeFollow ( • CrowdEye ( ) • #hashtags ( Blogs, Forums, and elsewhere in social media land: • Scout Labs ( • Technorati ( • Alltop + Alltop Search ( • BuzzDing ( • + several others called out in the comment thread… ( WOMMA Webinar 6/17/2009 19
  20. 20. Section 2: Editorial, Publishing, & Content Syndication Tools WOMMA Webinar 6/17/2009 20
  21. 21. TubeMogul Free or Paid? • Free + Paid Where? • Key Info + What It Does: • Video content syndication to multiple (YouTube & 15+ others) UGC video websites • Simultaneous uploading and meta-data population • Views and other content engagement metrics for “owned” and un-managed videos WOMMA Webinar 6/17/2009 21
  22. 22. Co-Tweet Free or Paid? • Free Where? • Key Info + What It Does: • Twitter account management and tweet publishing for brand accounts, accounts with numerous contributors • Tweet scheduling & editorial calendaring WOMMA Webinar 6/17/2009 22
  23. 23. HootSuite Free or Paid? • Free Where? • Key Info + What It Does: • Twitter account management and tweet publishing for brand accounts, accounts with numerous contributors • Tweet scheduling WOMMA Webinar 6/17/2009 23
  24. 24. Section 3: Other Cool Measurement & Monitoring Tools WOMMA Webinar 6/17/2009 24
  25. 25. Twendz Free or Paid? • Free Where? • Key Info + What It Does: • Twitter • Configurable search tool which allows searching across history of public tweet timeline, basic sentiment assessment, and tag cloud/context • Approximate volume and tweet velocity metrics WOMMA Webinar 6/17/2009 25
  26. 26. Trendrr Free or Paid? • Free Where? • Key Info + What It Does: • Multiple data sources • Configurable dashboard to see which brands, topics, memes are “trending” across social media Web WOMMA Webinar 6/17/2009 26
  27. 27. We feel fine Free or Paid? • Free Where? • Key Info + What It Does: • We Feel Fine is a data collection engine that automatically scours the Internet every ten minutes, harvesting human feelings from a large number of blogs. • Uses awesome data visualization tools to show sentiment in great detail. • Limited to 1500 pre configured “feelings” WOMMA Webinar 6/17/2009 27
  28. 28. BrandTags Free or Paid? • Free Where? • Key Info + What It Does: • Crowdsourced brand identity tag clouds • “Gotta give to get” – requires visitors to offer up their own brand perceptions to see brand tag clouds • “You are what they say you are” writ large… WOMMA Webinar 6/17/2009 28
  29. 29. Meteor Solutions Free or Paid? • Paid Where? • Key Info + What It Does: • Tracks content sharing and “pass-along” of pages / site URL’s, deeply and over time • Analytics app offers insight not just into sources of site traffic, but sources of greatest community WOM velocity WOMMA Webinar 6/17/2009 29
  30. 30. Additional SM Measurement Tools Twitter: • Twinfluence ( • TwitterGrader ( • Klout ( Elsewhere in social media land: • [for tracking link clicks] ( • Facebook Lexicon ( WOMMA Webinar 6/17/2009 30
  31. 31. Question & Answer… WOMMA Webinar 6/17/2009 31
  32. 32. Post-Webinar Follow Up: Additional Answers to Top Questions Submitted via Webinar panel and #womma hashtag… • Q1: “This list of tools is helpful, but it’s hard to know where to start.” ▫ A1: “We agree, with so many applications and tools out there to assist brand, product, and marketing managers for the social media space. Our recommendation is to start by setting up and using 2-3 of the Free tools we highlight in this deck, particularly in Sections 1 and 3: 1-2 for blogs/forums/news, and 1-2 for Twitter. After some time, you will get a feel for the volume, quality, and ‘cadence’ of information you can receive from these tools. Armed with this experience under your belt, you can determine if expanding your toolset (potentially licensing one or more of the Paid apps we highlight) to either add data collection and analytics “horsepower” OR to fill in capabilities and address other requirements your team has. If we were starting from scratch, we would set up for our business or brand: (1) Google Alerts; (2) TweetDeck; (3) And use a variety of the other analytical tools such as Twendz, Twist, Technorati (all those “T’s”!), and others on an ad-hoc basis as we see fit to further investigate and test theories about the community conversation online.” • Q2: “How do you identify the best tool, or tools, to use?” ▫ A2: “That really comes down to your requirements, and aligning your selection of tools accordingly. Our recommendation is to first identify the key business goals and success metrics or ‘Key Performance Indicators’ which you will use to measure and manage your social media presence and your ability to positively impact and support your customers online. Once you have a short-list of the qualitative and quantitative metrics you plan to use on a regular basis to manage your brand presence, then you should investigate the many different Free tools and applications available to determine which one(s) best and most easily can provide the data to you necessary to calculate these metrics on a regular basis. Secondly, we think it’s important to define what you mean by “best”…. If you mean breadth, depth, and timeliness of the data, then we feel that most of the apps highlighted in this list fit the bill in terms of being the most comprehensive, stable, and consistent performers out there and available today. However, each of the vendors of these tools has built apps with different and unique capabilities and features. Therefore, your ideal approach is to start by experimenting with several of the Free tools available to monitor blogs/forums/communities + Twitter, and determine as quickly as possible which one(s) line up best with your team’s needs and requirements. Rather than there being one “best” app or tool for a particular task, we have the benefit of many different ones, each with slightly different features, capabilities, and user-experience benefits. By consequence, there isn’t necessarily one “best” tool or app, much as there isn’t one “best” piece of hardware in a carpenters’ toolbox. Instead, the carpenter fills his or her toolbox with numerous different tools, each one specialized in its form, function, and cost to match particular tasks which the carpenter may face in the course of a day’s work. Similarly, experimenting with and settling on a small “suite” of applications and tools which are used regularly (for some purposes) and ad-hoc (for other purposes) is likely to be the outcome for most marketers. For practical purposes, we have found that managing and utilizing a portfolio of about 3-5 different, but complementary, tools is typically a reasonable and appropriate approach that will offer both the breadth and depth of data collection and analysis necessary for most marketers to stay informed, engaged, and connected with the range of online conversations and commentary that matters most to their business.” WOMMA Webinar 6/17/2009 32
  33. 33. THANK YOU! WOMMA Webinar 6/17/2009 33
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