Thefutureofsocialmediamonitoring marshallsponder-091102181251-phpapp01 (1)


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  • See and for the actual results.
  • Forrester believes the current crop of platforms function in silos. As far as sentiment analysis – it would seem that it needs no formal definition, but it does. In terms of what a conversation is for social media purposes, there is no formal definition, nor is there a formal definition on how conversations are counted and measured.
  • See my post on the public option . Meanwhile, this example, above, compares the same exact queries for a profile on Havana Central restaurant chain in Crimson Hexagon and Alterian – the results don’t come close to matching. … maybe it comes down to picking and choosing the version of the truth you want to believe – similar to Quantum Mechanics or Quantum Physics.
  • See
  • Refer to
  • Refer to A lot of information – much of it meaningless chatter – must use your own insight to make meaning out of it.
  • Talk about your experiences at the Web Analytics Association leading Social Media.
  • See
  • Thefutureofsocialmediamonitoring marshallsponder-091102181251-phpapp01 (1)

    1. 1. Marshall Sponder Monitoring Social Media 09 London – November 17 th, 2009
    2. 2. Forrester Wave Q1 09 “ …. brand monitoring platforms faithfully report on brand conversations and competitive news, they do not go far enough to turn this information into marketing insights.” – page 2 “…. While vendors aspire to deliver strategic insights to support the marketing organizations, they are often stuck in the world of tracking, monitoring, and delivering dashboards centered on operational metrics like mentions, reach, and discussion volume..” Page 3.
    3. 3. … Additionally, vendors included met two specific selection criteria: 1) Corporate revenues in excess of $10 million 2) A substantial base of enterprise sized clients. According to that definition, several vendors that could have potentially been reviewed were excluded – many of them more interesting than the main entrants
    4. 4.  What “conversations are” – except Liz Strauss (but, no formal definition yet on how conversations are measured)  The current definition of positive, negative or neutral opinion (sentiment)  How Listening Platforms integrate with disparate information collected from call centers, branch offices, POS systems, direct mail, PPC data, web analytics data, marketing data, in house data ……  Meaningful consulting services to help businesses engage with the data they are collecting.
    5. 5. Crimson Hexagon Alterian/Techrigy/SM2
    6. 6. Who are the main influencer’s behind Chris Anderson’s FREE book? TechDirt’s Mike Masnick? Gawker Media’s Ryan Tate? Malcolm Gladwell doing a favor for his friend, Chris Anderson? Radian6 Influencer lists take a lot of work to get much useful out of them.
    7. 7.  Social Media Campaigns take 3 months to 1 year to show tangible results …. What should we monitor to show success?  No indication of what to measure, no clear baseline on what is realistic to expect after 3 months, 6 months, 9 months and 1 year.  No clear idea on how much to spend for Social Media  No standards on what Social Media is and how it would be measured.
    8. 8. Radian6 Alterian Blogpulse Crimson Hexagon Marshall – sounds like you are talking about meme clustering much like Techmeme does for tech stories, taking posts with similar themes/topics and naturally grouping them together because they contain similar concepts (but not in pre-specified categories). Right? – Marcel Lebrun – Radian6
    9. 9.  Finding Local Blogs and Bloggers Alterian Of the 312 blog entries located in New York – 30 were from blogs/bloggers that were actually in New York . Had better luck with local directories and blogger lists.
    10. 10.  Social Media Monitoring Solutions Wiki - Often, these tools do the same things (though not the same way) – confusion abounds. Should I use a free tool or buy an expensive monitoring solution?
    11. 11.  Web Analytics now has a Standards Doc for basic metrics such as Visits, Unique Visitors, Bounce Rate, etc. tees/5/WAA_Web_Analytics_Definitions_20080922_For_P ublic_Comment.pdf  Social Media - much more problematic, field is still in it’s infancy, most vendors of SM Tool platforms/vendors do not want to sit down at the same table and discuss a common set of standards for a variety of reasons.  What does the future hold?
    12. 12. Future Social Media Monitoring 2 years out …..
    13. 13. Based on a Forrester Report – I believe the milestones of the Social Web, above, will also lead to vast improvements in measurement technology by 2012.
    14. 14. ……what if Crimson Hexagon also collected the Twitter accounts of each opinion along with the opinion mapping? I know they have the data, with a 75% to 80% accuracy, at this time, of mapping snippets to the actual opinion categories, and 3% error rate in drawing out the percentages of each category – why couldn’t they take a stab at matching it up … blog
    15. 15.  Google will accelerate the merging of Social Media, Web Analytics and Search – by integrating Social Media Monitoring into Google Analytics producing a shakeout in the Monitoring Platform community. Google’s entrance into the Analytics field through purchasing Urchin in 2005 put pressure on all the high end WA platforms (Omniture, Coremetrics, WebTrends) leading to the sale of Omniture to Adobe recently , and declining sales– expect the same results in SM field
    16. 16.  ….. Pairing up Web Analytics Guru type, Creative and Social Media Community Managers into teams to create and track social media campaigns.  Social Media tools merge more and more with Site Analytics and Search Tools.  Social Media ROI will began to be “cracked”.
    17. 17.  Social Media Reputation monitoring on Google SideWiki comments.  Google SearchWiki comment tracking working it’s way into Radian6 and other Tracking Platforms.  Google Caffeine update continues to accelerate real time search results and feeds Google with data it can pump into Google Analytics.  Social Media Monitoring tools will evolve to monitor Google Waves.  Businesses will adopt Social Media via the Real Time Search Results – they will have no choice but to do so.
    18. 18.  Through studying what is happening in Web Analytics and Search Marketing in the last two years it’s possible to make some reasoned assumptions on the future of Social Media Monitoring as a field, within the next two years. 1. Merging Social Media Strategy and Monitoring with Business Intelligence, much as Web Analytics evolved toward, today (see are-you-ready-for-the-coming-revolution.html )
    19. 19. 2. Maturation of a common set of Social Media Standard definitions (i.e.: what is “engagement” and how is it measured? “What is a conversation, etc) for platforms and vendors – Scorecarding will evolve towards a unified dashboards.
    20. 20. 3. Today we’re locked into platforms and vendors even though they are pulling the same data off the web. In two years time it’s possible that we will be able to assemble and customize our own monitoring platforms with off the shelf, modular tools.
    21. 21. 4. Radian6 and Alterian are beginning to receive Facebook data, expect much more data to be provided, including meaningful Influencer Mapping. 5. Real time alerts will be built into Facebook – much as they have now been built into Google Analytics. 6. Social Media budgets will be more closely aligned with Paid and Organic Search budgets, due to the inclusion of Social Search in Google and Bing. 7. Monitoring Analytics for Social Media will be funded as part of the marketing budgets in many corporations.
    22. 22. 8. Currently, there is nothing in Social Media that matches WordTracker for SEO (or a dozen other tools) – Social Media is about conversations, not driven as much by keywords. 9. Today, Word Clouds are the closest thing to a keyword tool for Social Media – but, by 2011, a real set of keyword tools will be released that will allow for optimization of Social Media the same way Search Copy and Search Ads are optimized.
    23. 23. Inflection Point – once Social Media is fully accepted – will Social Media Monitoring be used as commonly as Google Analytics is used today? Event Horizon - are we too close to the Social Media and Social Monitoring to fully predict where it’s going to be in the 2012?
    24. 24. Marshall Sponder @webmetricsguru Gtalk: now.seo AIM: mlsiggaes Skype: marshallsponder