Attentio - Simon McDermott


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Une Histoire de la Veille des Médias Sociaux: Passé, Présent, Futur

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Attentio - Simon McDermott

  1. 1. Social media listening Past, Present and Future
  2. 2. Me <ul><li>I am Irish and live in Brussels </li></ul><ul><li>I co-founded Attentio with Per Siljubergsasen at the end of 2004 </li></ul><ul><li>Attentio is a social media listening platform with clients across Europe </li></ul><ul><li>Now I run Attentio and am a director of young companies in new media </li></ul><ul><li>Follow my updates @simonmc or @attentio </li></ul>
  3. 3. The premise <ul><li>The increase in social media listening </li></ul><ul><li>is directly tied to the growth of online </li></ul><ul><li>social media </li></ul>
  4. 4. Prehistoric social media (1980-2000) First public  dial-up   Bulletin Board System by Ward Christensen and 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. Microsoft’s first mention 1981 <ul><li>The June issue of BYTE magazine has a fairly long article on XENIX by  Microsoft's XENIX product manager.  Mostly, it's a standard &quot;What's a  UNIX&quot; 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.   </li></ul>Early days
  6. 6. Google’s first mention 1998 <ul><li>If you like Rankdex's laser pinpointing of just a page or  three, I recommend ... which uses a similar but expanded quality algorithm and a much larger index.  --  Chris Mitchell  The Searcher's Road Less Travelled  </li></ul>Early days
  7. 7. Blogs <ul><li>Bruce Ableson  launched  Open Diary  in October 1998, which soon grew to thousands of online diaries. Becoming first blog community where readers could add comments to other writers' blog entries. </li></ul><ul><li>Brad Fitzpatrick  started  LiveJournal  in March 1999. </li></ul><ul><li>Evan Williams & Meg Hourihan launched  in August 1999 (purchased by  Google  in February 2003) </li></ul><ul><li>By 2008 there were over 100,000,000 blogs </li></ul>Early days
  8. 8. Attentio Slide from end 2004 <ul><li>Over 600 million Internet users, converging to general population, younger and more likely to be influencers </li></ul><ul><li>(Source: Datamonitor) </li></ul>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, has twice the readership of Financial Times Blogging exponential increase 1998 - 30,000 2002 – 500,000 Source: Economist Early days
  9. 9. Blog sentiments for U.S. presidential candidates Early days
  10. 10. If there is stuff to listen to... Companies emerge from 2000 onwards Early days
  11. 11. More “buzz” = more applications and more stories <ul><li>2004 </li></ul><ul><ul><li>US Elections </li></ul></ul><ul><ul><li>CNN partner with listening company for buzz measurement to predict outcomes </li></ul></ul><ul><li>2004 onwards </li></ul><ul><ul><li>Superbowl </li></ul></ul><ul><ul><li>Kryptonite </li></ul></ul><ul><ul><li>Dell Hell </li></ul></ul>Early days
  12. 12. First European clients Early days
  13. 13. Early days <ul><li>It was a tiny niche companies that sold services often had venture capital </li></ul><ul><li>Ad hoc projects frequently out of experimentative budget </li></ul><ul><li>Critical mass wasn’t there i.e. Not enough people are using social media </li></ul><ul><li>But things were to change... </li></ul>Early days
  14. 14. 2007 and onwards <ul><li>“ Here comes everybody” </li></ul><ul><li>The mega social network </li></ul><ul><li>Advertisements come to </li></ul><ul><li>social media (in a meaningful way) </li></ul><ul><li>Listening industry starts to mature </li></ul>2007 - 2009
  15. 15. @SIMONMC 2007 - 2009
  16. 16. Business applications evolve <ul><li>Influencer spotting </li></ul><ul><ul><li>Who is talking about our brand and/or area and is INFLUENTIAL </li></ul></ul><ul><li>Campaign impact </li></ul><ul><ul><li>If we do something does it create conversations </li></ul></ul><ul><li>Reputation </li></ul><ul><ul><li>How is our reputation evolving? </li></ul></ul>2007 - 2009
  17. 17. Customers “suck it and see” <ul><li>More “free stuff” </li></ul><ul><ul><li>Blogpulse, Trendpedia, Technorati, Google Blog Search, Addictomatic, etc. </li></ul></ul><ul><li>More agencies getting requests for trial projects for listening, monitoring, measurement </li></ul><ul><li>Brands discussing and developing social media campaigns </li></ul><ul><li>The “Viral” </li></ul>2007 - 2009
  18. 18. 2010 => today <ul><li>US market has grown “exponentially” </li></ul><ul><ul><li>More US players are now multi-million biz </li></ul></ul><ul><li>Market Research taking the industry seriously i.e. “Netnography” </li></ul><ul><ul><li>They have to reduce cost of data collection </li></ul></ul><ul><ul><li>Quicker and real time insight </li></ul></ul><ul><li>European market alive in UK, France, Benelux and Scandinavia (slower in Spain, Germany, Italy but emerging) </li></ul>2010 ---
  19. 19. 2010 ---
  20. 20. Future <ul><li>Main drivers for listening </li></ul><ul><ul><li>Brand Monitoring </li></ul></ul><ul><ul><ul><li>Similar to press clipping and media evaluation </li></ul></ul></ul><ul><ul><li>Social Media Research </li></ul></ul><ul><ul><ul><li>Derives from market research i.e. Insight into consumer behaviour </li></ul></ul></ul><ul><ul><li>Social CRM </li></ul></ul><ul><ul><ul><li>Traditional CRM with extras – connected with community management </li></ul></ul></ul><ul><ul><li>Social Media Marketing platforms </li></ul></ul><ul><ul><ul><li>Integrating marketing spend, “noise”, impact etc. </li></ul></ul></ul>2010 ---
  21. 21. Social Media Response Centre 2010 ---
  22. 22. 2010 ---
  23. 23. Future (cont.) <ul><li>The Community manager </li></ul><ul><li>Chief Information Officer </li></ul><ul><ul><li>Integration into Business Intelligence </li></ul></ul><ul><ul><li>Integration into CRM </li></ul></ul><ul><li>The Global Listening program </li></ul><ul><ul><li>Major brands want to coordinate efforts </li></ul></ul><ul><ul><ul><li>Save money, get information where it is needed </li></ul></ul></ul><ul><ul><ul><li>May miss some local or cultural differences... </li></ul></ul></ul><ul><li>Location based </li></ul><ul><ul><li>Depends on critical mass and privacy </li></ul></ul>2010 ---
  24. 24. Final thoughts <ul><li>Its been around a while </li></ul><ul><li>Most major brands are now listening </li></ul><ul><li>Ad hoc replaced by continual, methodological listening and research </li></ul><ul><ul><li>Better analytics demanded </li></ul></ul><ul><li>Companies that sell services need to explain how they get data </li></ul><ul><li>There are case studies and that breeds good practice </li></ul>2010 ---
  25. 25. More information <ul><li>Follow me @simonmc or @attentio </li></ul><ul><li>Email [email_address] </li></ul><ul><li>Ph. +32 (0) 473 670178 </li></ul>