Social currency The extent to which people share information about a brand as part of their daily lives – online or oﬄine. Your brand’s social currency signiﬁcantly drives brand loyalty (53% of it). Successful brands enable their ambassadors to connect, interact, and beneﬁt from like-minded users.Source: Vivaldi Partners – Social Currency: Why brands need to build and nurture social currency, 2010
Government ContextGovernment policies are full of directives that pushfor better use of these emerging channels.Communications Policy of the Government ofCanada: – “information requests or inquiries from the public are responded to promptly without undue recourse to the Access to Information Act;” – “prompt and clear explanations are provided when information requested by the public is unavailable.” – “information is available on the standard of service an institution provides to the public, including timelines for responding to inquiries, mail and complaints;” – g. Incorporate mechanisms into on-line services for receiving and acknowledging public feedback.
“The greatest risk of social media technologies may not be abreach of security, data loss or a denial-of-service attack. Rather,the most significant threat is not using social media at all. “There’sa huge risk if you’re not active in social media channels,” Steve Ressler, president and co-founder of GovLoop.com
“Everyone is a media outlet. We can all put things out in the public viewnow.” - Clay Shirky, author, Here Comes Everybody, NYU professor
Social = Content• What people are saying and sharing• Where they are saying and sharing it• How they and their friends feel and act as a result
Social = ContentOften overemphasized Too often overlooked – Fans – Content being created – Followers – Content being shared – Inﬂuence – Content being “liked” – Inﬂuencers – Responses to content – Viral – Content being “linked” – Our websites to (delicious, diigo, reddit, etc.) – Content as a source of traﬃc to our content properties
There are lots oftools.They are notcreated equal.Source: http:/ /www.fatpurple.com/2010/08/22/social-media-monitoring-companies/
My Criteria• Good coverage of: – Microblogs – Facebook – Video – Photos – Blogs – Forums• Slice and dice• Workﬂow support• Boolean queries
My Favourites• Radian6 – Radian6.com• Sysomos – Sysomos.com• Have heard good things about – Alterian SM2
An Unfair, Biased Comparison Sysomos Radian6 Sysomos Map HeartbeatPricepoint $500/month+ $500/month+ $2,500/monthNumber of users $100/month per user Handful included 1 userSlice and Dice A+ B A-Boolean queries D B A+Coverage A A AHistorical data A+ A+ SAMPLE BASEDcaptured (Twitter)By Country filter A A ANumber of queries # of queries drive Two tiers of pricing Unlimited increased pricepointWorkflow support A B FEase of use C B BEase to learn D A C
Meet Radian6• Ottawa Jazz Festival – Conﬁguration – Multiple Dashboards – Widgets • Conversation Cloud: Tag cloud of most used terms • Topic Analysis: Bar or pie charts of terms mentioned • Topic Trends: Line graph over time with spikes to show increased activity • River of News: View the matching posts with workﬂow options. • New Inﬂuence Viewer: Find the lists of most active users, blogs, forums, etc. for a topic – Engagement Console • Desktop extension with workﬂow and ability to manage outbound social presences
Meet Sysomos Map• CMA – No Conﬁguration – Build a query – Enable ﬁlters • Boolean is our friend. AND, OR, NOT, Parenthesis and Quotes – Save a query – Comparison of two issues
Quick segue• Two Tools I also use – RowFeeder – PostRank• Rowfeeder – Easy to use twitter monitoring – Great excel based insights – Inexpensive
RowFeeder• Inexpensive reports: – Snapshot – Volume and Time Analysis – Conversational Driver Analysis – Location Analysis – People Analysis – Day Parting Analysis – Inﬂuencer Analysis – Contest Winner Selection
Before URL shorteners Great article on Google Analytics. http://www.craphammer.ca/ 2011/03/google-analytics-magic-part-two.html Loving the Craphammer.ca blog! Blog Google Alerts would send me links to people talking about and sharing links to any article that had “craphammer.ca” in it.
After URL shorteners Blog Takes my RSS and reverse engineers the URL shorteners to find people talking about my articles
PostRank• Long way towards solving the content analytics dilemma – Reverse engineers conversations about my content (the source of future traﬃc) – Who is talking and sharing links to my content – Twitter, Delicious, Blogs, and more…• Free for blog writers
G steps to analysisA. Identify TermsB. Create SearchC. Test and ReﬁneD. Trend AnalysisE. Pull Other FindingsF. Assemble aggregate ﬁndingsG. Identify actionable recommendations
A. Identify termsStart with the client’sterms and look to ﬁnd Your client may say we need to be looking for “residentialout what terms everyday intensiﬁcation” but odds arepeople and the press use that people are talking about terms like “in-ﬁll”, “moving• Do some research in downtown”, and “new condos” Google Insights http://www.google.com/insights/search/#• Try Google Adwords Keyword Tools
B. Create the Search• Log into your SM Monitoring tool (Sysomos MAP for this class) – Set the time period to one month – Switch to the Blog tab• Start with simple searches based on previous step. – I ﬁnd it’s best to start with a series of “word1” OR “word2” OR “word3” to see what types of conversations are occurringQuick tip: It’s a noise vs. signalproblem. There is no such thing as100% signal.
C. Test and Reﬁne• Work in Blog tab ﬁrst – Add in language ﬁlters and excludes as necessary – Work towards more complex queries – http://map.sysomos.com/help/? title=Query_Construction• Test that it is giving you valid returns in the Social Media tab as well – Expand the range – Look at the Buzzgraph and Text Analytics – Look for outliers• Reﬁne the search with excludes as necessary• Save the search with a recognizable name in a folder speciﬁc to the client initiative
D. Trend AnalysisPull the Trend Data• Set the timeline ﬁlter to the time period for the study• Ensure any additional ﬁlters you need are applied (country, etc.)• Hit the “Apply-Analyze Now” button• Go to the Dashboard• Right click and open “All Sources” in a new windowQuick Tip: Screenshot/PDF boththe dashboard and all sourcesresult pages and store in aresearch folder
D. Trend AnalysisSave as a Graphic• Go to the All Sources report and locate the “Popularity by Media” report.• Click the customize icon as shown to the right• Update the title as ﬁts your purposes – “[Topic] – Trend Analysis by Media Type”• Right click and save to your harddrive as a graphic
D. Trend AnalysisPrep the Graphic• Open the graphic you saved to your harddrive into a blank PowerPoint slide• Identify key peaks by media type you wish to explore and annotate. – Shown by adding red circles in the graph to the right
D. Trend AnalysisIdentify the Source• Open up the applicable tab to identify what drove the peak. – So if there was a spike in blog activity around mid June, then you would open the Blog tab and put in a Timeline ﬁlter for Jun 5 to Jun 25. – Hit Apply on the Time Period• Then click on the Popularity report in the left hand nav.• Keep narrowing the time period until you have just the peak you are looking for
D. Trend AnalysisIdentify the Source• Click to view the general entries so you can determine the “cause” of the spike of activity• You may need to click ahead a page or two to get to the date of the spikeQuick Tip: If you ﬁnd that thespike event was driven by anOFF TOPIC conversation, it’stime to return to step 2 andnarrow down your search andstart over. Fun times!
D. Trend AnalysisAnnotate the Graphic• Once all the peaks are identiﬁed and found to be valid, then we ﬁll out the drivers of the spike event• Finally, we export the powerpoint slide as a graphic image and put the ﬁnal chart into the ﬁnal report• Be sure to write up the insights we gained from this analysis.
E. Pull Other Findings• Make sure your time period is correct.• Then go into the Social Media, Blog and other pertinent tabs and pull key reports to identify the overall trends.• For Twitter, I tend to pull a Reach, BuzzGraph and Top Sources report• For Blogs, I tend to pull a High Auth+Recency, Buzzgraph and Key Conversations reportQuick Tip: be sure to grabscreenshots of example postsfor your ﬁnal report
E. Pull Other Findings• Use text analytics or trending topics to identify interesting phrases• Then use the Sub- Keyword ﬁlter to ﬁnd out what the actual conversations were around both expected and unexpected phrases• This helps to ensure we know what some cryptic phrases reference while also giving us real examples of key conversations
F. Assemble Aggregate• We then need to create a chart in excel or other charting tool where we show the summation of all the diﬀerent issues we were investigating by medium.• MAP can create the raw data by issue group using the “Compare” tool
G. Actionable Recommendations• These questions are a good starting point – Who are the top individuals to engage on key issues and by what medium? – What kind of reach and interest is there and in what? – What content is being created and shared? – What share of the conversation do we have with our content and actions? – What is the overall sentiment on each topic? – Where are people more likely to engage and on what topics? – Where is the organization present and not present? – What actions can the organization take to support organizational goals and better leverage their investment in social?
Structuring the reportMy approach1.0 Topic 1 1.1 Scope of search 1.2 In Aggregate Findings 1.21 In Aggregate: Blogs 1.22 In Aggregate: Twitter 1.23 In Aggregate: Facebook etc. 1.3 Trend Analysis 1.4 Sentiment Analysis 1.5 Recommendations2.0 Topic 2 etc.
Common Mistakes• Company Mentions only – vs. issues• Simple queries vs. Boolean queries – digging into conversation drivers by topic• Canada only – cheaper and ﬁne but only if aware of sample and self identiﬁcation bias and errors• Automated sentiment – it still doesn’t work.• Sampling errors – http://bit.ly/socialsample• Use our language not theirs
Put everyone in CRM tool?• Not everyone is a customer – Future “of age” citizens – New Immigrants – People unaware of our services/oﬀerings – Individuals who have not engaged with our brand, service or product• What is doable with the tools we have today?
What if we don’tthrow awayall our social data?
Report 1A baseline report is created based on ananalysis of brand names, competitors, andrelevant issues.
Report 1 Report 2The next report is created from new data. Ifcomparisons to the ﬁrst report are made,they are aggregate or trend-based.
Report 1 Report 2 Report 3With each subsequent report, the processremains the same. The data from previousperiods is thrown away.
Lots of pretty charts.“More people spoke positivelyabout kittens this week.” 1500 1000 Positive Negative 500 0 Week 1 Week 2 Week 3 Week 4
…and analysis.“Here are our top kitten‘inﬂuencers’ this month.” Twitter name Kitten Tweets Klout Score @justinbieber 618 90,194 @aplusk 6 12 @britneyspears 42 315 @oprah 9 120
We need Deeper insights.With web analytics andemail marketing, wetrack unique and repeatvisitors.And traditional CRMprograms trackpreferences, purchases,and engagement.
We need Deeper insights.Why not track the samethings on social media?Who are your brandadvocates/ambassadorsand what do they careabout?Do the most passionateindividuals haveanything in common?
Just the beginningWhat if we started to wonderabout the people consistentlytalking (or not talking) about ourbrand or issue?What could we learn if weweren’t wiping the slate cleanevery time we run a new search?
ColophonSean Howard is VP, DigitalCommunications at Thornley Fallisand spends his life searching for whatdrives and identiﬁes the mostpassionate online and oﬄine.Twitter: @passitalongEmail: howard_at_thornleyfallis.ca