Social Media Monitoring Market Overview

Social Media Monitoring March 2011

Outline
Current state of the market
Vendors
Types of platforms and services
Differences in approach to leading solutions
Coverage
Major Features and Functionality
Engagement
Text Analytics
Sentiment
Competitive Intelligence
Influencers
Frameworks
Leading Companies & Practices
Companies
Practices
Listening Strategy
Learning Agenda
Target Audience
1

Fragmentation - The Social Data Challenge 2

A Crowded Space. Too much choice! Hundreds of platforms to choose from, offering both the same and in cases very different products and services. 3

Types of Social Monitoring Vendors Hundreds of platforms to choose from, offering both the same and in some cases very different products and services. 4

Coverage: Do you know your data sources? Data  Information  Insights  Recommendations all share a critical dependency (Data Quality) Social Data Analysis Process
Critical to know where your data is coming from
Harvested manually?
Purchase from upstream providers?
Sampling or firehouse feed(s)?
5

Requirements Drive Features and Functionality Data  Information  Insights  Recommendations all share a critical dependency (Data Quality)
Brand reputation / public relations / crisis prevention
Search engine optimization
Marketing and advertising campaigns
Industry/Competitive Intelligence
Customer service
Business development
Product development / innovation
Listening Modes Engagement and Response Text Analysis Sentiment Analysis Competitive Intelligence Influence Identification and Analysis 6

Social Intelligence Framework More than monitoring. It’s about understanding key customer behaviors, needs and expectations
Discover - Harvest relevant social data
Analyze - Separate signal from noise
Segment - Segment social data by business function and/or defined categories
Strategize & Integrate – Make listening outputs a regular input that informs the strategic planning process
Execute – Informed action based on insights from strategic listening
Social programs start by discovering data, synthesizing it into findings, segmenting / prioritizing, and shepherding insights internally to key company functional areas. 7

Social Media Monitoring Process 8 Social Intelligence

Understanding Customers and Audiences Monitoring and listening is a critical component of Social Business 9

Examples of Best-in-Class Monitoring
Monitoring ~22k conversations per day
11 Languages
Information used for both CRM and advertising-related measures
Data can be segmented based on topics of conversation, trends, geography, and language
Partnership with Radian6
Full article: http://www.clickz.com/clickz/news/1931078/dells-social-media-listening-command-center-breakdown
Dell Gatorade
Tracking terms relating to their brand, competitors, as well as its athletes and sports nutrition-related topics
Runs detailed sentiment analysis around key topics and product and campaign launches
Partnership with Radian6 and IBM Consulting
Full article: http://mashable.com/2010/06/15/gatorade-social-media-mission-control/
10

Best Practices
Listen before you begin any social media initiative to understand the capabilities of your audience and what their needs and issues are
Listening means MUCH more than monitoring mentions of your company, brand, product name(s)
Listening relies on a combination of leading tools and platforms, but the real value is dependent on the quality of the data coming in and the quality of the analyst
Establish strategic listening posts, not as a one time effort, but as an ongoing strategic listening program ( Don’t turn off the insights fire hose!)
Online listening can positively impact many different business functions across the organization, not limited to marketing and advertising campaign improvements
Resource: Social Media Monitoring Tools Wiki - http://wiki.kenburbary.com
Social Media Monitoring and Listening Tips
Listening Strategy
Learning Agenda
Target Audience
11

Ken Burbary 586-216-7931 [email_address] @kenburbary http://www.kenburbary.com

Social Media Monitoring Market Overview

by Ken Burbary on Mar 25, 2011

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