Presentation: An Intro to Social Media Monitoring

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Presentation on Social Media Monitoring by Catriona Oldershaw

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  • Congratulations guys!! We both have a long way to go as the World becomes more social and more data driven. Keep rocking.
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Presentation: An Intro to Social Media Monitoring

  1. 1. AN INTRO TO SOCIAL MEDIA MONITORING Catriona Oldershaw Managing Director, Synthesio UK @CatrionaTweets
  2. 2. PRESENTATION OVERVIEW INTRODUCTION WHY SHOULD BRANDS MONITOR THE WEB? HOW DO SOCIAL MEDIA MONITORING TOOLS WORK? THE GLOBAL MONITORING LANDSCAPE CASE STUDIES
  3. 3. WHO AM I? • • • • • • • New Zealander Trained as a lawyer Switched to PR & Marketing Worked both agency and client-side Loved the account growth & team management aspects of being a Client Services Director Became Managing Director of Synthesio UK in Sept 2010 2013 SVC2UK 100 Club Member – Silicon Valley Comes to the UK Feel free to connect via @CatrionaTweets
  4. 4. ABOUT SYNTHESIO – A GLOBAL SOCIAL MEDIA MONITORING PROVIDER #1 GLOBAL LISTENING VENDOR, FORRESTER 200 54 COUNTRIES MONITORED LANGUAGES ANALYZED 200 GLOBAL CLIENTS 100% YEAR TO YEAR GROWTH SINCE 2006 LONDON NEW-YORK PARIS SINGAPORE 75 Employees Across 4 Offices
  5. 5. MORE THAN 200 CLIENTS SPANNING FOUR CONTINENTS TOYOTA
  6. 6. WHY SHOULD BRANDS MONITOR THE WEB?
  7. 7. All good relationships start with listening
  8. 8. THE NEW DYNAMIC Customers own the conversation • • • Brands can no longer ‘announce’, they must engage Your brand messaging / values must align with customers’ real-life experiences of your products and services Forrester calls this “The New Fashioned Brand” “Brands are now made of glass”
  9. 9. THE NEW DYNAMIC • • • • You need to understand the Voice of the Customer The Web is the world’s largest focus group: • Real-time • Unsolicited • Unmediated Social media conversations can act as the ‘Canary in the Coal Mine’ and/ or offer a ‘Mexican Wave’ ability to predict future sales The opportunities for finding actionable insights that can drive innovation and competitive advantage across the business are huge
  10. 10. SOCIAL MEDIA MONITORING - DONE WELL - CAN ADD VALUE ACROSS THE BUSINESS Marketing Build a community of brand advocates, identify key influencer individuals and websites to improve targeting and gauge the impact of digital campaigns. Research Analyze online opinions, wants and needs regarding a brand or/a major topic. Identify the brand’s strengths, weak signals, opportunities and measure competitor presence. Customer Service Establish real-time communication between a brand and consumers to improve service, customer satisfaction and sales. Sales Identify new prospects for lead generation and provide product info, news and promotions. Use social insight to understand consumer needs. PR Identify the beginning of a potential crisis before it spreads, to minimize brand damage. Establish a direct dialogue with key journalists, bloggers and consumers. HR Control brand image/reputation. Identify key candidates and communicate directly to facilitate the hiring process.
  11. 11. If you want to understand the tiger, don’t go to the zoo, go to the jungle!
  12. 12. HOW DO SOCIAL MEDIA MONITORING TOOLS WORK?
  13. 13. THE BASICS WHAT IS SOCIAL MEDIA MONITORING? The act of using a tool to monitor what is being said on the internet IT’S ALSO KNOWN AS … Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Intelligence, Social Media Management, #SMM, Social Intelligence DONE WELL, IT PRODUCES ‘SOCIAL INTELLIGENCE” “The management and analysis of data from social media sources, to activate, recalibrate and optimise business programmes”
  14. 14. HOW DO SOCIAL MEDIA MONITORING TOOLS WORK? • • • • They continuously crawl sites and index them Once sites are indexed, they can then be searched Most tools use some form of search query, that the user writes, to find mentions of specific words and phrases It will then bring these ‘mentions’ (known as ‘verbatim’) back into the tool’s interface, ready to be analysed by the user
  15. 15. DO SMM TOOLS JUST MONITOR SOCIAL MEDIA SITES? WELL ACTUALLY, NO! Most tools crawl all sorts of web sites: • • • • • • • Mainstream news sites Forums Blogs Review sites (Tripadvisor, Amazon) Social networks (Facebook, Orkut, vKontakte, Renren, Linkedin) Microblogging platforms (Twitter, Sina Weibo) Video and photo-sharing platforms (Youtube, Flickr, Pinterest) Importantly, Social Media Monitoring Tools only crawl publically available data
  16. 16. “OWNED” VERSUS “EARNED” Owned: • Corporate website • Campaign microsites • Owned Facebook Pages • Owned Linkedin Groups • Owned Twitter accounts • Owned Youtube channels • Owned forums (eg Lithium) Earned: • Third party forums • Review sites • Blogs • Twitter • Open Linkedin Groups • Facebook Pages • Youtube
  17. 17. SOCIAL MEDIA TOOL LANDSCAPE – WHERE SYNTHESIO SITS SOCIAL MEDIA MONITORING þ Tools that help brands understand in real-time what customers are saying about them, their competitors and their product categories, whereever those conversations are happening on the web. SOCIAL MEDIA ENGAGEMENT þ These tools help brands to engage with consumers and provide Social Customer Care – across both their owned social media channels (such as their own Twitter accounts and Facebook Pages) and earned conversations happening on third party sites such as forums and blogs. SOCIAL MEDIA PUBLISHING ☐ Social Media publishing is the activity of managing your marketing messaging on your owned Social Platforms, including scheduling and posting new content and running social media competitions.
  18. 18. BUT THE WEB IS A PILE OF RUBBISH – HOW DO I FIND THE INSIGHTS I NEED? Have a clear monitoring objective Choose a tool with advanced spam filtering / quality data • Learn how to use Boolean Operators: AND, OR, NOT “”, () • People don’t want data on its own … they want direction • •
  19. 19. SENTIMENT ANALYSIS Natural Language Processing • A field of computer science, artificial intelligence & linguistics related to the area of humancomputer interaction • Enables computers to derive meaning from human or natural language input for sentiment and topic classification • Great for high volumes of data Human Analysis • Native speakers analyse samples of the data • Great for high accuracy levels and qualitative insight generation
  20. 20. SOME THOUGHTS ON ONLINE INFLUENCE • Influence on the web is composed of Influential Places and Influential People (and cats!) INFLUENTIAL PLACES • Review sites like TripAdvisor & Amazon • Big forums, such as Mumsnet, Piston Heads Gassing Station & moneysavingexpert.com • Facebook Groups with many followers INFLUENTIAL PEOPLE • Tweeters, bloggers, journalists • Different for each brand • A celebrity is only influential for your brand if they talk about relevant topics
  21. 21. THE OUTPUT IS USUALLY AN ONLINE ‘DASHBOARD’ AND REPORTS
  22. 22. THE GLOBAL MONITORING LANDSCAPE
  23. 23. THE SOCIAL WEB ISN’T JUST ABOUT THE WEST MONITORING MATURITY INTRODUCTION >> OUR VISION ON SOCIAL MEDIA Source: GlobalWebIndex, Early 2013
  24. 24. What is the fastest growing language on Twitter?
  25. 25. ARABIC
  26. 26. THE SOCIAL WEB ISN’T JUST ABOUT TWITTER AND FACEBOOKMATURITY INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING
  27. 27. COUNTRIES / REGIONS ARE AT ON SOCIAL MEDIA MONITORING MATURITY USA IS MOST MATURE DIFFERENT STAGES OF SMM MATURITY: INTRODUCTION >> OUR VISION SCALE ACROSS THE ENTERPRISE MEASURE CAMPAIGNS PREVENT BAD BUZZ Listening is owned by PR team worried about the harm of a potential social media crisis IMPLEMENT ONLINE CUSTOMER SUPPORT Marketing teams use social media to fuel campaigns and measure results with various metrics (#fans, likes, sentiment, etc.) Connect social media results with customer surveys to get the full picture of the customer journey SO WHAT? Brands struggle to leverage the value of listening and engagement DISCOVER INSIGHTS LATIN AMERICA Market Research team ASIA use social media as MEA, RUSSIA super focus group SOCIAL BECOMES STRATEGIC Top management set objectives and clear performance indicators to track marketing and PR results BUILD ONE VOICE OF THE CUSTOMER Compare social media indicators with customer satisfaction metrics (Net Promoter Score) or sales
  28. 28. CASE STUDIES
  29. 29. HUGE ARRAY OF PRACTICAL APPLICATIONS OF SOCIAL INTELLIGENCE BRAND AUDIT VOICE OF THE CUSTOMER CAMPAIGN EVALUATION PRODUCT LAUNCH CUSTOMER JOURNEY CRISIS INFLUENCER IDENTIFICATION AUDIENCE PROFILING WEEKLY REPORTS MONTHLY REPORTS QUARTERLY REPORTS REPUTATION MONITORING COMPETITION ANALYSIS CATEGORY AUDIT SPONSORSHIP EFFICIENCY BRAND BARRIER TRACKING COMMS STRATEGY VALIDATION VISUAL FOOTPRINT MAPPING
  30. 30. CRISIS MANAGEMENT: BE PREPARED! #fail
  31. 31. CRISIS MANAGEMENT – HOW BAD IS / WAS IT?: BLACKBERRY #fail
  32. 32. CRISIS MANAGEMENT – BEST PRACTICE: MICROSOFT #fail
  33. 33. COMMUNICATIONS STRATEGY & CAMPAIGN MEASUREMENT: NISSAN LEAF
  34. 34. Sentiment Analysis – Nissan Leaf Pre-Campaign SRS 5.9 0.14 Overall Sentiment 0.55 0.31 0.8 0.769 0.784 0.09 0.431 0.338 0.231 Range 0.26 0.238 0.142 0.058 0.148 0.083 0.123 0.093 Charging Infrastructure Running Costs Drive Quality Price Range 0.198 Campaign Period Analysis • The Leaf’s Social Reputation score improved by 1.4 points to reach 7.3 during the campaign period. This was largely a function of the reduced volume of negative sentiment visible for the car over the period. • The volume of verbatim discussing the various barriers to EV purchase grew over the period. Likewise, the proportion of negative sentiment for each barrier declined markedly. • This indicates the campaign succeeded in addressing the key barriers to purchase, in terms of 1) raising discussion around them and 2) reducing the visibility of the negative message that potential consumers have been exposed to. • The high levels of neutral sentiment is a direct function of the propagation of campaign-related verbatim. 34 0.67 0.923 0.858 0.879 0.14 0.119 0.002 0.001 Running Costs Drive Quality 0.503 0.145 Price 0.31 Barriers Sentiment - Campaign Period 0.712 0.534 SRS 7.3 0.02 Overall Sentiment Barriers Sentiment - Pre-Campaign 0.321 Campaign Period 0.074 0.003 Charging Infrastructure Barriers Volume 1,600 1,400 1,200 1,000 800 600 400 200 0 Pre Campaign Campaign Price Range Charging Infrastructure Running Costs Drive Quality
  35. 35. SPONSORSHIP MEASUREMENT & CROWDSOURCING CONTENT: MICROSOFT
  36. 36. BRAND AUDIT: JAMESON WHISKEY
  37. 37. PRODUCT INNOVATION AND OPTIMISATION: MTV
  38. 38. NEW WAYS TO MEASURE: SAATCHI & SAATCHI lOVEMARKS
  39. 39. THANK YOU CONTACT: Catriona Oldershaw e: catriona@synthesio.com tw: @CatrionaTweets OUR BLOG OUR RESEARCH CLIENT STORIES

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