1. Deus ex machina
The hidden cost of social media
monitoring

2. we are social

3. we are a conversation agency

4. social
media
We help brands

5. social
media
With three practice areas

6. 60 specialists
spread across
4 offices
We’re an international team
we are social

7. With a diverse range of clients

8. The machine

9. Choosing a technology partner

10. Evaluation criteria
• Sources
– Blogs, Twitter, forums,
multimedia, news,
comments, reviews, etc.
• Geographic analysis
• Boolean search, proximity,
wildcards
• Sentiment analysis –
automated, manual
• Influencer identification,
authority analysis
• Multilingual support
• Graphing and charting
• Text analytics, wordclouds
• Data export, CSV/PDF
• Email alerts
• Add sources
• Track groups, specific URLs
• Spam filtering

11. Evaluation critera
Sysomos
(Map)
Sysomos
(Heartbeat)
Radian6 Brandwatch Scoutlabs Alterian
SM2*
Attensity3
60*
Nielsen*
Blog, forums,
Twitter ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Geography
(US, UK, FR) ✔ ✔ ✔ ✔ ✗ ✔ ✗ ✔
Multiple
languages ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✔
Data availability 2 years 30 days 30 days 60 days 6 months 2.5 years 30 days 2 years
Sentiment ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Proximity ✔ ✔ ✗ ✔ ✗ ✗ ✔ ✔
Influence ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✗
Alerts ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗
Workflow ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗

12. Advanced considerations
• Workflow management: disseminate and assign
conversations within your organisation
• Social CRM: Buzz tracking with CRM to create a ‘single
view’ of the customer
• Response: Across any conversation from a single
dashboard

13. The machine

16. The hidden cost

17. The machine doesn’t operate itself

18. for example…

19. Setting up search queries
• (Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -subject:"Clockwork
Orange" -"orange box" -subject:"orange box" -juice -subject:juice -fruit -subject:fruit -peel
-subject:peel -"Orange Wednesday" -subject:"Orange Wednesday" -"orange county"
-subject:"orange county" -"clock work orange" -subject:"clock work orange" -"orange ink"
-subject:"orange ink" -"bright orange" -subject:"bright orange" -"dark orange"
-subject:"dark orange" -"light orange" -subject:"light orange" -("color orange"~3) -subject:
("color orange"~3) - ("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS
OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony
Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-
as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR
Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-
mobile" OR T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM
OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola
OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR
UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda
OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )

20. Categorising conversations

21. Global vs. Regional

22. Reporting

23. Example report

24. Social media analysis

25. Assess the most appropriate response (e.g. leave,
respond publicly, respond privately, escalate).
Assign responsibility via online ticketing system
Make sense of the conversation - filter for
items we can respond to, remove off-topic
conversation, categorise each item
Listening & responding
Identify those that are asking questions,
posting comments, engaging in conversation
Review
monthly report for
insights and
actionable intel.
Longer term,
identify trends to
help guide future
strategy.

27. Remember
• The technology is just an enabler
• Success or failure is driven by the expertise
and level of resource you can apply
• Everyone loves lolcats

28. Thanks
robin@wearesocial.net
@robingrant