A presentation by Catriona Oldershaw

1. Collecting Social
Conversations Using
Paid For Tools
Catriona Oldershaw
Managing Director, Synthesio UK
@CatrionaTweets
news : rewired event
6 November 2012

2. Social Media Monitoring Tools Landscape
Free Tools Paid For Tools

3. Why have these enterprise class listening tools
proliferated, and why would you want to switch
to a paid tool?

4. Methodology >> Data collection >> Sourcing quality
Why? #1
The Web isn’t just about Twitter and Facebook
Mainstream media
 National Online newspapers / Magazines
 Local Online newspapers / Magazines
 Corporate & government websites
 E-commerce websites
 NGO & associated Websites
Social media
 Forums
 Blogs
 Photo & video-sharing Websites
 Twitter & micro-blogging platforms
 Local social networks

5. Some of the richest insights
come from forums:
• People congregate there initially
based on one shared passion, but
end up talking about all sorts of
things
• These conversations leave a
lasting online footprint so can be
more influential and better
reflective of the Zeitgeist than
transient sources such as Twitter

6. Why? #2
The Social Web isn’t just about the West
Source: GlobalWebIndex

7. Why? #3
The Social Web isn’t just about the English language

8. Why? #4
Easier ways to find the Influencers talking about an issue

9. Methodology >> Global monitoring dashboard
Why? #5
Better aggregation, management, storing & manipulation of data
Verbatim World Map Topics Mapping Sentiment Distribution
Real-Time Alerts Influencers Mapping Market Scoring Sentiment Per Topic
Share of buzz Timelines Conversation Digest Sentiment Timeline

10. Which can be used to produce compelling infographics …

11. Source: Brandwatch

12. Source: Sysomos Source: Radian 6

13. If you want to
understand the tiger,
don’t go to the zoo,
go to the jungle.
But equally, don’t go
with just a butter
knife.