Adaptive listening by MutualMind, IFTTT style automation of social data management

1. Adaptive Listening:
A New Engine for Social Business
#ListenSmarter
May 2015

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Who We Are
MutualMind is a Social
Intelligence Software company,
providing its customers with a
platform to understand,
visualize, and act on social
data.

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Why has Social Business been all about
staring at screens?
The Problem of Social Business

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The Problem of Social Business
We ask our team to just “remember” all of these rules
that make Social Business run:
“If someone with a lot of followers or a large Klout score
tweets at us, make sure you send me an email.”
“If that blog ever says anything negative about us make sure
you route it to me, because they’re on our paid influencer
program.”
“Just don’t count anything our employees say as positive
sentiment – they’re going to post good things about us
anyway.”
“We have an event coming up and we need to tag every
post made by our partners on this list using the event
hashtag.”
“If someone says they’re in the market for this kind of
product, go ahead and create a lead for it in Salesforce.”

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A New Way
We need a new way to handle these rules: one that’s
scalable, replicable, and simple.
“If someone with a lot of followers or a
large Klout score tweets at us, make
sure you send me an email.”
If Klout score greater than 65
and content contains “@tMobile”
then send email to “custsvc-
tmobile.”
“Alert me if and when negative
sentiments about our brand goes up
significantly.” If negative sentiment for keyword
tmobile has increased by 50% in 3
hours and volume is greater than
300 then create task for “John
Smith” and send email to “SocBiz”

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Adaptive Listening = Rules + Expressions + Lists
A rule can use multiple data dimensions and trigger multiple actions:
if followers count is greater than 550 and location in "Dallas" and language is "Spanish" then create task for
create task for “John Smith” and send email to “Jane Doe”.

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Adaptive Listening: 3 Essential Steps
Adaptive Listening Setup in 3 Steps
Once you’ve setup the keyword listening (keywords, filters and tags) you are ready to unleash the power of
Adaptive Listening. Follow these 3 steps:
(1) Think ahead about the problem you are solving and decide if you need:
• matched expressions for advanced search  useful for automatically finding and segmenting the data that is
being collected
• to match incoming data against a defined set of users  create Match List (importable)
• to match incoming data against a defined set of locations  create Match list manually
(2) Setup post rule(s) - it is applied to each post, it can have multiple conditions and multiple actions. When you
have more than one rule in a campaign they are applied in the order in which they were created.
(3) Setup trend rule(s) – unlike the item rule that are triggered at the post level, the trend rules are defined by
statistical trends within a time window and allow notifications, workflow or triggering of a webhook event. Here’s
an example:
if negative sentiment for keyword "T-mobile Brand" has increased by 300% in 3 hours and volume for
keyword "T-mobile Brand" is greater than 400 in 2 hours then send email to “Support Desk".

8. info@mutualmind.com
214.699.9424
16200 Addison Road, Suite 100
Addison, TX 75001
@mutualmind
#listensmarter