A History of Social Media Listening - Simon McDermott - Attentio

1,915 views
1,789 views

Published on

Published in: Technology, Business
1 Comment
3 Likes
Statistics
Notes
  • Thanks for this review! For slide 10. 'Blog sentiment for U.S. Presidential Candiadates,' do you have any more background on that analysis? Any publications?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,915
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
34
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

A History of Social Media Listening - Simon McDermott - Attentio

  1. 1. Social media listening Past, Present and Future
  2. 2. Me • I am Irish and live in Brussels • I co-founded Attentio with Per Siljubergsasen at the end of 2004 • Attentio is a social media listening platform with clients across Europe • Now I run Attentio and am a director of young companies in new media • Follow my updates @simonmc or @attentio
  3. 3. The premise The increase in social media listening is directly tied to the growth of online social media
  4. 4. Prehistoric social media (1980-2000) First public dial-up Bulletin Board System by Ward Christensen along with fellow hobbyist Randy Suess, began February 16, 1978 in Chicago. Usenet is a worldwide distributed Internet discussion system. Tom Truscott and Jim Ellis conceived the idea in 1979, started in 1980.[1] Google Groups is a service from Google Inc. that supports discussion groups, including many Usenet newsgroups, based on common interests. Users can find discussion groups related interests, either through a web interface or by email. Google Groups also includes an archive of Usenet newsgroup postings dating back to 1981[2] Early days
  5. 5. Early days
  6. 6. Microsoft’s first mention 1981 • The June issue of BYTE magazine has a fairly long article on XENIX by Microsoft's XENIX product manager. Mostly, it's a standard "What's a UNIX" paper, but it also describes some of the enhancements they are adding to V7. The most important is support; additionally, they are going to add a fair amount of hardware error recovery (bad block handling, parity and power fail interrupts, etc.), as well as record handling, shared data segments, synchronous writing, improved interprocess communications, networking, and languages: Pascal, BASIC, FORTRAN, and COBOL. Early days
  7. 7. Google’s first mention 1998 • If you like Rankdex's laser pinpointing of just a page or three, I recommend ...google.stanford.edu which uses a similar but expanded quality algorithm and a much larger index. -- Chris Mitchell The Searcher's Road Less Travelled Early days
  8. 8. Blogs • Bruce Ableson launched Open Diary in October 1998, which soon grew to thousands of online diaries. Open Diary innovated the reader comment, becoming the first blog community where readers could add comments to other writers' blog entries. • Brad Fitzpatrick started LiveJournal in March 1999. • Evan Williams and Meg Hourihan (Pyra Labs) launched blogger.com in August 1999 (purchased by Google in February 2003) • By 2008 there were over 100,000,000 blogs Early days
  9. 9. Attentio Slide from end 2004 Over 600 million Internet users, converging to general population, younger and more likely to be influencers (Source: Datamonitor) More than 50% yearly growth online consumer shopping (Source: AC Nielsen) Growing importance of search, e.g. Google is now indexing 3.3 Billion web pages Usenet, the largest online discussion group community has more than 800 million posted articles (Source: Datamonitor) More than 7,000 active online news publications, FT.com has twice the readership of Financial Times Blogging exponential increase 1998 - 30,000 2002 – 500,000 Source: Economist Early days
  10. 10. Blog sentiments for U.S. presidential candidates 1.2 1.25 1.3 1.35 1.4 1.45 1.5 1.55 1.6 25/01/2004 27/01/2004 29/01/2004 30/01/2004 31/01/2004 02/02/2004 03/02/2004 04/02/2004 05/02/2004 07/02/2004 09/02/2004 10/02/2004 12/02/2004 17/02/2004 19/02/2004 22/02/2004 24/02/2004 25/02/2004 27/02/2004 28/02/2004 George Bush President 2004 election blog good Howard Dean President 2004 election blog good John Edwards President 2004 election blog good John Kerry President 2004 election blog good Average of Sentiment Date2 Query 1 Early days
  11. 11. If there is stuff to listen to... Companies emerge from 2000 onwards Early days
  12. 12. More “buzz” = more applications and more stories • 2004 – US Elections – CNN partner with listening company for buzz measurement to predict outcomes • 2004 onwards – Superbowl – Kryptonite – Dell Hell Early days
  13. 13. First European clients 0 2000 4000 6000 8000 10000 12000 14000 29/02/2004-06/03/2004 07/03/2004-13/03/2004 14/03/2004-20/03/2004 21/03/2004-27/03/2004 28/03/2004-03/04/2004 04/04/2004-10/04/2004 11/04/2004-17/04/2004 18/04/2004-24/04/2004 25/04/2004-01/05/2004 02/05/2004-08/05/2004 09/05/2004-15/05/2004 16/05/2004-22/05/2004 23/05/2004-29/05/2004 30/05/2004-05/06/2004 06/06/2004-12/06/2004 13/06/2004-19/06/2004 20/06/2004-26/06/2004 27/06/2004-03/07/2004 04/07/2004-10/07/2004 11/07/2004-17/07/2004 18/07/2004-24/07/2004 25/07/2004-31/07/2004 01/08/2004-07/08/2004 08/08/2004-14/08/2004 15/08/2004-21/08/2004 22/08/2004-28/08/2004 29/08/2004-04/09/2004 05/09/2004-11/09/2004 12/09/2004-14/09/2004 Centrino - Bremen Centrino - Nürnberg Pentium-4 - Bremen Pentium-4 - Nürnberg Source Google Germany Web Feature (blank) Average of Mentions Day Brand Region Early days
  14. 14. Early days • It was a tiny niche companies that sold services often had venture capital • Ad hoc projects frequently out of experimentative budget • Critical mass wasn’t there i.e. Not enough people are using social media • But things were to change... Early days
  15. 15. 2007 and onwards • “Here comes everybody” • The mega social network • Advertisements come to social media (in a meaningful way) • Listening industry starts to mature 2007 - 2009
  16. 16. @SIMONMC 2007 - 2009
  17. 17. Business applications evolve • Influencer spotting – Who is talking about our brand and/or area and is INFLUENTIAL • Campaign impact – If we do something does it create conversations • Reputation – How is our reputation evolving? 2007 - 2009
  18. 18. Customers “suck it and see” • More “free stuff” – Blogpulse, Trendpedia, Technorati, Google Blog Search, Addictomatic, etc. • More agencies getting requests for trial projects for listening, monitoring, measurement • Brands discussing and developing social media campaigns • The “Viral” 2007 - 2009
  19. 19. 2010 => today • US market has grown “exponentially” – More US players are now multi-million biz • Market Research taking the industry seriously i.e. “Netnography” – They have to reduce cost of data collection – Quicker and real time insight • European market alive in UK, France, Benelux and Scandinavia (slower in Spain, Germany, Italy but emerging) 2010 ---
  20. 20. 2010 ---
  21. 21. Future • Main drivers for listening – Brand Monitoring • Similar to press clipping and media evaluation – Social Media Research • Derives from market research i.e. Insight into consumer behaviour – Social CRM • Traditional CRM with extras – connected with community management – Social Media Marketing platforms • Integrating marketing spend, “noise”, impact etc. 2010 ---
  22. 22. Social Media Response Centre 2010 ---
  23. 23. 2010 ---
  24. 24. Future (cont.) • The Community manager • Chief Information Officer – Integration into Business Intelligence – Integration into CRM • The Global Listening program – Major brands want to coordinate efforts • Save money, get information where it is needed • May miss some local or cultural differences... • Location based – Depends on critical mass and privacy 2010 ---
  25. 25. Final thoughts • Most major brands are now listening – If they aren’t they will next year • Ad hoc replaced by continual, methodological listening and research – Better analytics demanded • Companies that sell services need to explain how they get data • There are case studies and that breeds good practice 2010 ---
  26. 26. More information • Follow me @simonmc or @attentio • Email simon@attentio.com • Ph. +32 (0) 473 670178

×