Monitoring vansocial mediaTom Muyllaert
Let’s connect I’m Tom Muyllaert ;-)                                               E: tmuyllaert@reference.be              ...
INTRODUCTION          Monitoring van social media - Tom Muyllaert   28/11/2012   3
insocialmedia     Monitoring van social media - Tom Muyllaert   28/11/2012   4
… so the question is                             What’s the                             buzz about?                       ...
however…           Monitoring van social media - Tom Muyllaert   28/11/2012   6
We’re facing challenges!                              Billions of conversations                              Unstructere...
 What’s listening about?monitoring ≠ listening                       Monitoring van social media - Tom Muyllaert   28/11/...
Multiple forms of listening     REACTIVE                                           PROACTIVE •   Customer care            ...
 The “listening pyramid”                            Monitoring van social media - Tom Muyllaert   28/11/2012   10
Social intelligence starts  with the ability to listen(*)(*) Without listening, your strategy becomes pointless…          ...
Towards a listening framework                    Why listen?                    Where to listen?                    Who to...
WHY LISTEN?
 Business reasons to listen                                                                               Need detection ...
 Who owns listening within the organization?  10,8%           28.8%         41%                             18%          ...
Listen, respond & engage: social media workflow   Source: David Armano – Edelman Digital                                  ...
 Key Metrics & KPI’s     Awareness in the social           channel      share of voice, #referrals       from brand websi...
Monitoring van social media - Tom Muyllaert   28/11/2012   18
Monitoring van social media - Tom Muyllaert   28/11/2012   19
Monitoring van social media - Tom Muyllaert   28/11/2012   20
mind…the simplification of influence!               Monitoring van social media - Tom Muyllaert   28/11/2012   21
Book tip. Must read!                                 www.influenceprofessional.com                                        ...
WHERE TO LISTEN?           Monitoring van social media - Tom Muyllaert   28/11/2012   23
Choosing your backyard OWNED                                           EARNED MEDIA                                       ...
Choosing your backyard          Source: TNS NIPO – “Earn your owned media”                                 Monitoring van ...
Choosing your backyard          Source: TNS NIPO – “Earn your owned media”                                 Monitoring van ...
Brand backyard – owned media: Yunomi                  Monitoring van social media - Tom Muyllaert   28/11/2012   27
WHO TO LISTEN TO?           Monitoring van social media - Tom Muyllaert   28/11/2012   28
Social network demographicsSource: Insites Consulting – Social media around the world report 2012                         ...
Social networks data per country                   Monitoring van social media - Tom Muyllaert   28/11/2012   30
Social networks datahttp://bvlg.blogspot.be/             http://www.comscoredatamine.com                           Monitor...
HOW TO LISTEN?           Monitoring van social media - Tom Muyllaert   28/11/2012   32
Types of listening solutions      Research & data       Monitoring & reporting                          Monitoring &      ...
How to choose the right tool?                                     Integration                      Price vs.              ...
Do it yourself tools  http://www.48ers.com/                                    http://topsy.comhttp://www.socialmention.co...
Do it yourself toolshttp://search.twitter.com                 http://snapbird.org (Twitter)  http://search.twitter.com/sea...
Do it yourself tools   https://app.conversocial.com/profiler/ (Facebook)                            Monitoring van social ...
Do it yourself toolshttp://www.searchinstagram.com                                 Monitoring van social media - Tom Muyll...
Do it yourself toolshttp://www.wordle.net/create (Trends)                             Monitoring van social media - Tom Mu...
A practical roadmap to setup a listening frameworkHOW TO IMPLEMENT?                           Monitoring van social media ...
Listening process setup                              Setup                           (automatic)                          ...
Segment conversations into meaningful topics              CONVERSATION TOPICS BRAND      PRODUCTS                   COMPET...
Automatic classification of conversations   Example of an automatic conversation classification scheme   applied to Samsun...
Automatic classification of conversations                                             CREATING CLASSIFICATION             ...
WHAT DO WE LEARN?           Monitoring van social media - Tom Muyllaert   28/11/2012   45
Data & business insightscan’t be automated              Monitoring van social media - Tom Muyllaert   28/11/2012   46
THANK YOU!                             Kluwer Opleidingen                  www.kluweropleidingen.be             Monitoring...
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Kluwer Social Media Experience Day: Monitoring van social media

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We zijn vandaag nog te veel doelloos actief op sociale media. Social media gaan nog te veel over praten en te weinig over “luisteren” & “begrijpen”. En dus is de vraag hoe kunnen we gericht luisteren? Gericht luisteren zodat we beter begrijpen wat er leeft binnen onze business & rond onze brand. Zonder eerst te luisteren riskeren we nl. een doelloze sociale media strategie! En dus krijgt u concrete tips over:

- Hoe u een framework voor “luisteren” kunt opzetten en wat u er kunt uithalen
- Welke (gratis) tools u hiervoor kunt gebruiken

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Transcript of "Kluwer Social Media Experience Day: Monitoring van social media"

  1. 1. Monitoring vansocial mediaTom Muyllaert
  2. 2. Let’s connect I’m Tom Muyllaert ;-) E: tmuyllaert@reference.be W: www.reference.be W: bit.ly/tmuyllaert Created with Tweet Topic Explorer Monitoring van social media - Tom Muyllaert 28/11/2012 2
  3. 3. INTRODUCTION Monitoring van social media - Tom Muyllaert 28/11/2012 3
  4. 4. insocialmedia Monitoring van social media - Tom Muyllaert 28/11/2012 4
  5. 5. … so the question is What’s the buzz about? Monitoring van social media - Tom Muyllaert 28/11/2012 5
  6. 6. however… Monitoring van social media - Tom Muyllaert 28/11/2012 6
  7. 7. We’re facing challenges!  Billions of conversations  Unstructered & dispersed  A lot of noise  Multiple languages  How to interact, choose who to interact with Monitoring van social media - Tom Muyllaert 28/11/2012 7
  8. 8.  What’s listening about?monitoring ≠ listening Monitoring van social media - Tom Muyllaert 28/11/2012 8
  9. 9. Multiple forms of listening REACTIVE PROACTIVE • Customer care • Competitor tracking • Helpdesk • Direct & indirect • Brand monitoring customer needs • E-reputation MARKET RESEARCH & INNOVATION  Trend detection  Product & service development  Content Marketing  … Monitoring van social media - Tom Muyllaert 28/11/2012 9
  10. 10.  The “listening pyramid” Monitoring van social media - Tom Muyllaert 28/11/2012 10
  11. 11. Social intelligence starts with the ability to listen(*)(*) Without listening, your strategy becomes pointless… Monitoring van social media - Tom Muyllaert 28/11/2012 11
  12. 12. Towards a listening framework Why listen? Where to listen? Who to listen to ? How to listen to ? How to implement? What do we learn?
  13. 13. WHY LISTEN?
  14. 14.  Business reasons to listen Need detection vs. solutions, fine-tune Gain marketing promise Use words & phrases that customer & the target audience is using market insights (keywords vs. natural language Increase Increase SEO market & effectivness product awareness Possible Detect opportunities Listening early in the sales cycle Objectives Monitor PR efforts, detect new PR opportunities, Brand improve investor management, Generate relations, … improve PR & leads stakeholder relations Gain competitive insights Research competitor strengths & weaknesses, perception, … Monitoring van social media - Tom Muyllaert 28/11/2012 14
  15. 15.  Who owns listening within the organization? 10,8% 28.8% 41% 18% 1.4% Decentralized Centralized Hub and Spoke Multiple Hub Holistic and Spoke (“Dandelion”) n = 140 - source: Altimeter Monitoring van social media - Tom Muyllaert 28/11/2012 15
  16. 16. Listen, respond & engage: social media workflow Source: David Armano – Edelman Digital Monitoring van social media - Tom Muyllaert 28/11/2012 16
  17. 17.  Key Metrics & KPI’s Awareness in the social channel share of voice, #referrals from brand website, .... Stimulate innvation Attention & #trending topics (e.g. on Brand engagement & Insights appreciation of the Appreciation product & service conversations, specific themes…), competitor social channel benchmarks, insights in target #subscribers, #followers, #likes, audience & conversation #commets, #view… drivers, … Creates word of mouth & Desired action from the social channel / initiative Action Advocacy stimulates advocay #NX-letter sign-ups, online #influencers, #advocates, orders, leads, … #embeds, … Monitoring van social media - Tom Muyllaert 28/11/2012 17
  18. 18. Monitoring van social media - Tom Muyllaert 28/11/2012 18
  19. 19. Monitoring van social media - Tom Muyllaert 28/11/2012 19
  20. 20. Monitoring van social media - Tom Muyllaert 28/11/2012 20
  21. 21. mind…the simplification of influence! Monitoring van social media - Tom Muyllaert 28/11/2012 21
  22. 22. Book tip. Must read! www.influenceprofessional.com The 6 influence flows Monitoring van social media - Tom Muyllaert 28/11/2012 22
  23. 23. WHERE TO LISTEN? Monitoring van social media - Tom Muyllaert 28/11/2012 23
  24. 24. Choosing your backyard OWNED EARNED MEDIA MEDIA PAID MEDIA Monitoring van social media - Tom Muyllaert 28/11/2012 24
  25. 25. Choosing your backyard Source: TNS NIPO – “Earn your owned media” Monitoring van social media - Tom Muyllaert 28/11/2012 25
  26. 26. Choosing your backyard Source: TNS NIPO – “Earn your owned media” Monitoring van social media - Tom Muyllaert 28/11/2012 26
  27. 27. Brand backyard – owned media: Yunomi Monitoring van social media - Tom Muyllaert 28/11/2012 27
  28. 28. WHO TO LISTEN TO? Monitoring van social media - Tom Muyllaert 28/11/2012 28
  29. 29. Social network demographicsSource: Insites Consulting – Social media around the world report 2012 Monitoring van social media - Tom Muyllaert 28/11/2012 29
  30. 30. Social networks data per country Monitoring van social media - Tom Muyllaert 28/11/2012 30
  31. 31. Social networks datahttp://bvlg.blogspot.be/ http://www.comscoredatamine.com Monitoring van social media - Tom Muyllaert 28/11/2012 31
  32. 32. HOW TO LISTEN? Monitoring van social media - Tom Muyllaert 28/11/2012 32
  33. 33. Types of listening solutions Research & data Monitoring & reporting Monitoring & monitoring tools tools engagement tools •Focus: providing data •Focus: real-time •Focus: primarily on for research monitoring for PR, engagement •Large amounts of support •Listen & respond – reliable data •Very user-friendly community •Less feature rich •Many also starting to management •More data(sources) offer customer •Limited listening •Longer history engagement capabilities (historical data) •No long historical data SDL SM2 Engagor HootsuiteNielsen Buzzmetrics Radian6 Socialbakers … … MarketMeSuite Engagor …. Monitoring van social media - Tom Muyllaert 28/11/2012 33
  34. 34. How to choose the right tool? Integration Price vs. Data import - value export Some factors to keep in mind Date sources Features & & content funtionality collection Data quality Localisation & & integrity segmentation Analysis & analytics Monitoring van social media - Tom Muyllaert 28/11/2012 34
  35. 35. Do it yourself tools http://www.48ers.com/ http://topsy.comhttp://www.socialmention.com http://bottlenose.com Monitoring van social media - Tom Muyllaert 28/11/2012 35
  36. 36. Do it yourself toolshttp://search.twitter.com http://snapbird.org (Twitter) http://search.twitter.com/search .rss?q=yoursearchterm Monitoring van social media - Tom Muyllaert 28/11/2012 36
  37. 37. Do it yourself tools https://app.conversocial.com/profiler/ (Facebook) Monitoring van social media - Tom Muyllaert 28/11/2012 37
  38. 38. Do it yourself toolshttp://www.searchinstagram.com Monitoring van social media - Tom Muyllaert 28/11/2012 38
  39. 39. Do it yourself toolshttp://www.wordle.net/create (Trends) Monitoring van social media - Tom Muyllaert 28/11/2012 39
  40. 40. A practical roadmap to setup a listening frameworkHOW TO IMPLEMENT? Monitoring van social media - Tom Muyllaert 28/11/2012 40
  41. 41. Listening process setup Setup (automatic) Start Setting Define the conversation Upfront noise Reporting & (historical) Data cleaningobjectives universe classification reduction analysis monitoring schemes & workflow Monitoring van social media - Tom Muyllaert 28/11/2012 41
  42. 42. Segment conversations into meaningful topics CONVERSATION TOPICS BRAND PRODUCTS COMPETITORS TOPICS Issues Product a Competitor 1 Energy saving PR Product b Competitor 2 Green energy HR ... … .. DEFINE AND/OR COMBINE SUBTOPICS Monitoring van social media - Tom Muyllaert 28/11/2012 42
  43. 43. Automatic classification of conversations Example of an automatic conversation classification scheme applied to Samsung Benelux PRICE PERCEPTION FEATURES ANDROID SCREENGALAXY TAB 10.1 CAMERA … BUYING INTENTION REVIEWS Monitoring van social media - Tom Muyllaert 28/11/2012 43
  44. 44. Automatic classification of conversations CREATING CLASSIFICATION RULES BASED ON … price PROXIMITY price perception expensive Galaxy tab 10.1 mentions verbatim NEAR Price perception verbatim cheapcheaper = store in dedicated category “Galaxy Tab 10.1 – price perception” Monitoring van social media - Tom Muyllaert 28/11/2012 44
  45. 45. WHAT DO WE LEARN? Monitoring van social media - Tom Muyllaert 28/11/2012 45
  46. 46. Data & business insightscan’t be automated Monitoring van social media - Tom Muyllaert 28/11/2012 46
  47. 47. THANK YOU! Kluwer Opleidingen www.kluweropleidingen.be Monitoring van social media - Tom Muyllaert 28/11/2012 47
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