First Things First: Listening to social media for awareness and understanding

First Things First Listening to social media for awareness and understanding Nathan Gilliatt Triangle AMA Social Media Bootcamp June 10, 2010

A few things to consider • Amount of buzz about the • Engaging customer or media company • Action assignment & tracking • Company’s current reputation • Facebook integration • Marketing objectives • Twitter integration • PR objectives • CRM integration • Customer service issues • BI integration • Existing measurement practices • Available budget • Staﬀ comfort level with • Dashboards & reports technology • Staﬀ analytical skills • Keyword or threshold-based alerts • Language coverage • User administration • Information distribution • Shared vs private projects • Source media types • Automated sentiment analysis • Tools or services • Monitoring or discovery • Monitoring or measuring • Buzzword compliance

Oh, wait…

1000heads CyTRAP Labs Intelligence Technologies Orchestr8 Trackur 1st2C Daqi Interone Overtone Trendiction Alterian Dentsu Iterasi Palantir Technologies Trustworthy AM Analytics Dialogix J.D. Power & Associates Parnassus Group Tullo Marchall Warren AMI Software Digimind Jamiq Perception Metrics UKNetMonitor Amplified Analytics Digital Influence Group Janya Polecat UltraSuperNew Anderson Analytics Digital PR Jive Software Portent Interactive Unbound Technologies Andiamo Systems Distilled Jodange PR Newswire Vanksen Group Atomic Intelligence DNA13 Kaava Precise Media Verisign Attensity Dow Jones & Company Kairos Future Analytics Primelabs VICO Research & Attentio E.life KDPaine & Partners Psydex Consulting Autonomy Interwoven eCairn Keibi Technologies Quirk eMarketing Viralheat bc.lab Echo Research Lexalytics Radian6 Visible Technologies Bigmouthmedia Echometrix Leximancer Relegence VML Bitext Ecofact AG ListenLogic Relevant Noise Vocus Bloggers’ Mind Ecosystema Lodging Interactive Report International Waggener Edstrom BlogMeter Edelman Logicbowl RepuMetrix Wavemetrix Bolero Elsevier Managing News Reputation Institute WebClipping Brand Titan EmPower Research Marchex ReputationHQ WeeTrack Brandintel Entrenza Market Sentinel Reputica White Noise Brandtology Envisional MarketClusters RTGI Whitevector Brandwatch Ethority MarketOutsider Rush Hour Analytics Wiredset BurrellesLuce Evolve24 Media Measurement Ltd Satmetrix WiseBrief BuzzAnalytics Evri Media Proof Scanblog WiseWindow Buzzcapture Expert System Media Watch Middle East Scout Labs Buzzdetector FirstRain MediaBadger Scup BuzzDing Flux MediaHound Sentiment Metrics Buzzient FPinfomart MediaMiser SentiMetrix BuzzLogic Fractal Analytics Mediatrack Research Serendio BuzzNumbers Futures Sport Megaputer Silverbakk BuzzStream Gala Meltwater SkyGrid CIC GeeYee Metatale Smalltalks Clarabridge Grazr Metrica Smmart ClearForest Great Minds Interactive MightyBrand Social Mention Clueray Hapax Millward Brown Precis Social Wavelength Cognita Heardable MindComet Socialarc Collective Intellect HiveFire MindMatters SocialMetrix Colligent HiveSight Moreover SocialRep ComMetric HotGrinds Morningside Analytics Socialscape Connotate hottolink MotiveQuest Socialware Context Analytics Hue Web Studio NameProtect Spectrum Converseon Hyve NetBase Spinn3r Conversition iCrossing Netemic Spiral16 Covalence iMente NetEquity Sports Media Challenge Crawdad Technologies Imooty NetMap Analytics Spredfast Crimson Hexagon ImpactWatch Networked Insights StartPR Critical Mention Infegy New Media Intelligence StockMood CRMMetrix Infonic New Media Strategies Streamwall Cubit Media Research Informm Newbase Symscio CustomScoop infüz Nexalogy Environics Synthesio CyberAlert InsideView Nielsen Buzzmetrics Sysomos CyberWatcher instant Information ObjectiveMarketer Tealium Cymfony Integrasco Onalytica Traackr

Social Media Analysis Platforms for Workgroups Review of 21 software platforms with workgroup features Alterian, Attensity, Attentio, Biz360, Brandwatch, Buzzcapture, Digimind, Dow Jones Insight, eCairn, Evolve24, Filtrbox, MediaMiser, Networked Insights, Press Army, Radian6, Scout Labs, Sentiment Metrics, Sysomos, Trackur, Visible Technologies, Whitevector Based on written request for information, individual vendor brieﬁngs, product demonstrations, and evaluation accounts Features, pricing, and implementation considerations Focus on product diﬀerences and recommended uses http://www.socialtarget.com/research/

So you want to do social media

First things ﬁrst

Listen before speaking

5 modes of listening ✓ Search ✓ Alert ✓ Monitor ✓ Measure ✓ Mine

Learn your way around

Learn the environment ✓ Who ✓ Where ✓ What ✓ Why ✓ How

Listen regularly

Customer complaints

Defensive keyword monitoring of brands and products to ﬁnd complaints in order to respond.

There’s more…

Customer questions

Sales leads

Campaign tracking

Product innovation

Competitor actions

Market research

Market intelligence

Market analytics

Listening

Defensive keyword monitoring of brands and products to ﬁnd complaints in order to respond.

Apply more modes of listening to more sources of data to create value in more parts of the company.

And not Or

Photo by Steve Rhodes http://www.ﬂickr.com/photos/ari/379672009/

Conversations to listen for ✓ Customers talking to you ✓ People talking about you ✓ People talking about your competitors

Conversations to listen for ✓ People talking about your customers, suppliers and partners ✓ People talking about your market without mentioning names http://net-savvy.com/executive/social-media-analysis/ﬁve-conversations-you-should-care-about.html

Listening with no budget

Free tools ✓ SocialMention.com ✓ IceRocket.com ✓ Trendpedia.com ✓ Blogsearch.Google.com ✓ TweetDeck

Free tools ✓ 57.8 million search results for free Twitter analysis ✓ 4.3 million results for free social media monitoring ✓ 974,000 for free sentiment analysis

Listening with no budget

Listening with no budget (yet) http://net-savvy.com/executive/tools/monitoring-social-media-before-you-have-a-bud.html

Listening with a budget

Objectives, Requirements, Capabilities—in that order

Tools or services? http://net-savvy.com/executive/social-media-analysis/listening-platforms-and-professional-services.html

Reports and advice or charts and lists

Customers, inﬂuencers, or media?

Common metrics ✓ Buzz volume (trend, share) ✓ Sentiment ✓ Topics ✓ Sources (inﬂuence)

Volume

Sentiment/tone

Topic detection

Brand associations

Inﬂuence

Uncommon metrics ✓ Demographics ✓ Location ✓ Language ✓ Inbound links

Objectives, Requirements, Capabilities—in that order

Are we out of time yet?

Your turn

Contact Nathan Gilliatt +1 (919) 414-1043 gilliatt@socialtarget.com @gilliatt http://www.socialtarget.com http://net-savvy.com/executive/ http://SocialMediaAnalysis.com http://AnalyticsCamp.org

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First Things First: Listening to social media for awareness and understanding

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