Social Media Monitoring Tools - An Overview

Social Media Monitoring Tools – an overview Stefan Betzold | pier314 GmbH | www.pier314.de | twitter: @stefanHH

Executive Summary About this presentation  The presentation provides a comprehensive overview on Social Media Monitoring Tools, covering a variety of free tools and a selection of the best professional paid tools.  Key elements and features of Monitoring tools are shown with different test cases and examples to discuss advantages but also limitations of such tools. About pier314 GmbH  pier314 GmbH is a digital media consulting company located in Hamburg, Germany with a strong expertise in the entertainment, ecommerce and social media industry.  Our vision is to connect innovative ideas with mass-market business models in order to create sustainable and successful products for the online market.  Our focus areas are strategy consulting, business development, product and paid service strategies, social media marketing and market entry support.  More information are available at www.pier314.de. © 2009 pier314 GmbH 1

How well do you know your customer?  and what they’re saying about  in the social media universe - your product? - in blogs? - your brand? - in boards and forums? - your reputation? - in social networks? - your competition? - on microblogs like Twitter? © 2009 pier314 GmbH 2

What is Social Media Monitoring? Social Media Monitoring is:  analyzing, understanding and responding to conversations about brands, products, reputation and end-user opinion in the Social Web Key Elements:  Discover conversations and activities in real time  Analyze and measure trends  Determine main geo-locations of the activities  Understand demographics (e.g. gender, age)  Evaluate positive/negative opinion (sentiment analysis)  Identify key influencer and opinion leader © 2009 pier314 GmbH 5

Elements: activity analysis  Overview of activity in the Social Media space  Compare trends across different social media platforms  Analyse trends against competing brands and products  Identify peaks in the conversation related to certain events © 2009 pier314 GmbH 6

Elements: Identify Key Influencers  Identify key influencing blogs, sites and/or users for every topic  Connect with influencer information and profiles  Enable direct communication with influencers © 2009 pier314 GmbH 9

Steps for Social Media Monitoring Listening: Discovering Measuring: Monitoring, Engaging: Active dialog real-time and relevant, analyzing and tracking with customers and consumer conversations those conversations tracking/tagging comments for further use © 2009 pier314 GmbH Copyright © 2009 Radian6 6/26/2009- 12 12

Step 1: Listen to your customer´s voice A variety of free tools is available to listen to your customer´s voice, e.g. Listening  Blog Searches (Technorati, Google Blog Search, Twingly)  Twitter-Monitoring (Twitter search, tweetscan)  Search-Tools (Google Insights, Google Trends)  Aggregator Tools (SocialMention, StepRep, Filtrbox) © 2009 pier314 GmbH 13

Step 2: Measure and analyze the conversations A growing set of professional tools and Services is offering monitoring solutions to Measuring enable and facilitate the analysis, e.g.  Radian6  Techrigy SM2  Socialradar  Synthesio  Biz360  Visible Technologies TruCast  BuzzLogic  Cloudtracker  Bluereport © 2009 pier314 GmbH 23

Step 3: React to the customer feedback! Reacting on positive and/or negative entries, statements, postings or customer queries Engaging  Company or CEO statements on complaints  Using customer feedback for product improvements and bug fixing  Using customer ideas for product innovations and developments  Reacting on customer questions  etc. © 2009 pier314 GmbH 54

Thank You! www.pier314.de