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James Ainsworth & AlterianSM2 at Bristol's Kittencamp
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James Ainsworth & AlterianSM2 at Bristol's Kittencamp

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James Ainsworth sheds some light on the fun you can have with social media monitoring and still tie it in to making better business decisions. Imagine if you had the spoken words to go with this? Book ...

James Ainsworth sheds some light on the fun you can have with social media monitoring and still tie it in to making better business decisions. Imagine if you had the spoken words to go with this? Book me: james.ainsworth@alterian.com

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  • Thank you for choosing to be here and not at TFMA or watching Man Utd v Chelsea. Ive tried to make everything I say as soundbiteable as possible so you can tweet along and make this look like the best TED talk there ever was…just be careful of the people that start following you when I talk about the Mangasm…
  • Bristol Global HQ – offices in US, Vietnam, India, Germany, Holland, BrazilDuty bound to mention…Four areas of internet marketing but im not here to pitch so on with the show
  • Ask who does itAsk who is interested in doing it?Why…to listen to the conversations taking place about your company and/or brand on the internet via the application of indexing, semantic analysis, tracking and listening in a quantifiable manner.No need to call the Daily Mail…the data is all that is publically available, if it can be crawled by google, it can be used to build a picture by combining all layers of online data. When combined with other business data, be it transactional or google analytics or other, it can tell you great things about your customers and better infrom how you communicate with them.It is more than just listening out for people bad mouthing your products on blogs and nipping something in the bud before it goes a bit Habitat/Vodafone etc or Vodafone again…
  • Matt Cardle, remember him? We set up searches around each contestant as soon as the series hit the ‘Live Shows’ stage. The socialisation of television was one of the biggest cultural changes of last year. #bbcqt, the World Cup and The Xfactor were regularly trending topics everytime a show or game aired. So far this year Take Me Out seems to have achieved the mass saturation and the height of cultural sophistication
  • It soon becomes apparent that Man (or woman) cannot predict Xfactor on volume alone. Chances are, if we had Jedward in the search from last year, they would still be ahead of some of these contestants.If you search by volume, you are asking for trouble when it comes to groups. The more people to talk about online “OMG I totes love the cute one in One Direction” this already puts you ahead of a solo artist when it comes to collecting the data. You have to consider each act as just that, they are not real people.Wagner & Cher look well ahead by week 4FYD not too bad in week 1 compared to majorityStorm Lee is looking strong in week 2At four weeks in we have knowledge of social data and the exits, BUT THEY ARE CONTRASTING.Maybe we need to look harder at our data?
  • So if not volume, then what? Taking each act and the volumes of mentions they generate, it is then possible to look at the sentiment of what exactly is being said. Imagine, if you will, a ‘talent’ show with a lineup of Terry Wogan, ColnolGadalfi, Stephen Fry and a kitten based dance troupe. Loveable darlings, one and all, apart from Gadafi, right? So you will see tremendous volume but what is it that is actually being said? Turns out there is a lot of negative stuff to say about Gadafi.
  • Not on a weekly judgement it doesn’t. Audiences are fickle, predicting the predilection for a viewer to tweet about the Xfactor is easier than determining whether this will actually convert into an all important phone vote.
  • What if you look at the combined overall level of sentiment expressed over the weeks? This gives you a clearer picture of long-tail form and the ground-swell of support that makes a winner and speaks of a legion of loyal fans. It was interesting to see if each week, the volume decreased and if viewers left the show as their favourites did or whether they simply transferred their vote.Well done Matt Cardle.
  • It is now widely considered that the two international and corporate symbols for Christmas is coming are the flairs of activity set off by Starbucks and Coca Cola Cherry missing
  • Twitter leads way, Facebook also dominates but the richer comments are to be found where theinfluence is. Mumsnet, money saving expert digital spy Forums. NEVER understimatemumsnet!
  • One last thing on brands…This is the top 50 brands in social media, consider it a Top Trumps style ranking system based on a Reach to Recency ratio trading off against a Satisfaction to Receny ratio to create an overall score. The brands were derived from the Interbrand Top 100Curious points are Apple at Number 2, Apple are notoriously rubbish at social media execution themselves and so it is the loyal army of Apple fans that creates this sheer level of advocacy. The marketing rule book is out the window at Apple, in fact it never made it in through the door. Ebay = Community and commerce controlled by the users – empowering and socialised.
  • Jan 6 2010 video is uploaded – no one cares. Why would you, just a man looking on in awe at a double rainbow
  • July 3, half a year after the video lay dormant and someone called Todd causes the video to go viral as he is deemed the holder of the LOL yardstick by Jimmy Kimmel. Why this video? Is it the Mangasm? There are plenty of other videos of double rainbows.
  • We often see the Stephen Fry effect, when he tweets a link to a “cool website” he often brings it down with the volume of traffic that he sends that way. The Kimmel effect saw DR guy notch up 18,000 views in 10 hours, 100,000 overnight and a phone that didn’t stop ringing for press requests for some weeks
  • Sustaining such volume over a near 6 month period is a dream for marketers – or a nightmare for PR departments – ‘United Airlines breaks guitars’Final yellow circle shows mashable & Twitter effect and the second stump is the rss feed effect
  • Speaks of the critical mass of audience that Mashable has.
  • Robertscoble and the Scoble effect – influencersBlog and blogs about blogsPeople desperately seeking the next big thing and 2011 expectation blog postsMass adoption and then the tedium sets in
  • Author tags and who is saying it

James Ainsworth & AlterianSM2 at Bristol's Kittencamp James Ainsworth & AlterianSM2 at Bristol's Kittencamp Presentation Transcript

  • Social media monitoring
    Some thoroughly interesting things and stuff
    James Ainsworth - @AlterianJames
    Social Media Marketing Specialist, Alterian
  • ..to help marketers be more insightful, engaging and accountable than ever before, by sending the best, most relevant message at the right time – regardless of channel.
    Analytics/Campaign Management
    Web Content Management
    Email
    and Social Media Monitoring
  • Social Media Monitoring
    Who does it?
    What is it?
  • How we made the right call: Matt Cardle
  • Record it all?
    % all comments by artist by week 1-4
  • Maybe the insight is in the sentiment?
    % +ve comments by artist by week 1-3
    X X X X ? X
    By week three we are seeing a pattern that those with the least +ve results are ejected.So do we expect Aiden to go in week 4?Aiden made it to week 6 so more work is required!
  • Xfactor positive minus negative equals winner?
  • Xfactor positive minus negative equals winner? Yes, but…
  • StarbucksCoffee Redcups
    1st Nov launch
  • Starbucks – drop the conversation ball
  • Year – on – year
  • The flavour of conversations
    Gingerbread
    Eggnog
  • The Top 50 Brands in social media
    Top Trumps!
    But aren't Apple rubbish at social media?
    What makes Ebay so good?
  • Double Rainbow
    On any given day (Before DR began), there would typically be 80+ mentions of the phenomenon and usually it would be the US that would go nuts.
    Mainly on Twitter and Flickr
  • The power of celebrity…Jimmy Kimmel on 3 July – 100+ retweets
    400+ mention as Reddit supply ¼ of mentions, Facebook, Twitter and niche blogs start to see the light
  • So intense..!
  • Volume…
    Month 6
    22,407
    Av 722/day
    5,793 mentions in one day
    …what does this mean?
  • For those that like graphs and not blobs…
    Bear jumps the shark with Windows Live Photo Gallery
    San Diego gets a DR – Facebook gets to know about it
  • Double Rainbow Lessons
    Real world double rainbow sighting + Mashable + meme nostalgia = SO INTENSE
    The best virals often happen by chance
    Grow a beard
  • Quora
  • Kittencampers
    Top 5 noisemakers
    RubberRepublic
    AdamAdNab
    MarkStone
    SamDownie
    RebeccaWho
    Top 5 influencers
    RubberRepublic
    WiredUK
    Amoyal
    AtKirby
    Bitslaw
  • Bristol Twestival
    Thursday 24 March 2011
  • Thanks!
    www.socialmedia.alterian.com
    James.Ainsworth@Alterian.com
    @AlterianJames