Social Influence Monitoring On a Shoestring



                                             March 31
Social Influence
Moni...
Social Influence Monitoring On a Shoestring                                                                          webme...
Social Influence Monitoring On a Shoestring                                                                     webmetrics...
Social Influence Monitoring On a Shoestring                                                                      webmetric...
Social Influence Monitoring On a Shoestring                               webmetricsguru.com


First Thoughts about Social...
Social Influence Monitoring On a Shoestring                                    webmetricsguru.com


Information is coming ...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com




        Source: Crims...
Social Influence Monitoring On a Shoestring                                    webmetricsguru.com




                    ...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com


What this means to me

...
Social Influence Monitoring On a Shoestring                                    webmetricsguru.com


                      ...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com


Where we are now Present...
Social Influence Monitoring On a Shoestring                                        webmetricsguru.com


        Never mind...
Social Influence Monitoring On a Shoestring                                         webmetricsguru.com




And this is jus...
Social Influence Monitoring On a Shoestring                                 webmetricsguru.com


What a GREAT night at Hav...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com




Note: I suspect Boora...
Social Influence Monitoring On a Shoestring                               webmetricsguru.com




Another solution to reput...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com


For users, this means th...
Social Influence Monitoring On a Shoestring                                        webmetricsguru.com


Build Your Own Soc...
Social Influence Monitoring On a Shoestring                                         webmetricsguru.com


In order to be co...
Social Influence Monitoring On a Shoestring                                    webmetricsguru.com


Method 1 - Using Netvi...
Social Influence Monitoring On a Shoestring                            webmetricsguru.com




This is the kind of dashboar...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com


Method 2 - Using Addict...
Social Influence Monitoring On a Shoestring                                 webmetricsguru.com


Notice that Thomas mentio...
Social Influence Monitoring On a Shoestring                                    webmetricsguru.com


Method 3- Tattler Buil...
Social Influence Monitoring On a Shoestring                                                    webmetricsguru.com


      ...
Social Influence Monitoring On a Shoestring                           webmetricsguru.com


       Create a Google account ...
Social Influence Monitoring On a Shoestring                                 webmetricsguru.com




              Open a we...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com



               Paste t...
Social Influence Monitoring On a Shoestring                                webmetricsguru.com




              Another gr...
Social Influence Monitoring On a Shoestring                              webmetricsguru.com




              View traffic...
Social Influence Monitoring On a Shoestring                                 webmetricsguru.com




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Social Influence Monitoring On a Shoestring                                    webmetricsguru.com




                 Upd...
Social Influence Monitoring On a Shoestring                              webmetricsguru.com




              Finding Indu...
Social Influence Monitoring On a Shoestring                              webmetricsguru.com




              Click on Sor...
Social Influence Monitoring On a Shoestring                               webmetricsguru.com



              Export to sp...
Social Influence Monitoring On a Shoestring                               webmetricsguru.com


              Now leave the...
Social Influence Monitoring On a Shoestring                               webmetricsguru.com




              Create New ...
Social Influence Monitoring On a Shoestring                                webmetricsguru.com




              Type or pa...
Social Influence Monitoring On a Shoestring                              webmetricsguru.com



              To get around...
Social Influence Monitoring On a Shoestring                                webmetricsguru.com



              Congratulat...
Social Influence Monitoring On a Shoestring                               webmetricsguru.com




              Paste your ...
Social Influence Monitoring On a Shoestring                              webmetricsguru.com




              Don t forget...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com




              FYI, The...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com


                One by o...
Social Influence Monitoring On a Shoestring                                 webmetricsguru.com



              The gadget...
Social Influence Monitoring On a Shoestring                      webmetricsguru.com




              Once results are ret...
Social Influence Monitoring On a Shoestring                                    webmetricsguru.com


                 The b...
Social Influence Monitoring On a Shoestring                                webmetricsguru.com


Method 4: Using Social Men...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com


Overall, the results of ...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com


Method 5: RealMon9 yet a...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com


what you do with the in...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com


thing we re going to en...
Social Influence Monitoring On a Shoestring                                webmetricsguru.com


Method 6: using Yahoo! Pip...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com


After Yahoo! SiteExplor...
Social Influence Monitoring On a Shoestring                                        webmetricsguru.com



                 ...
Social Influence Monitoring On a Shoestring                                webmetricsguru.com




Content Keyword RSS aggr...
Social Influence Monitoring On a Shoestring                                   webmetricsguru.com


Free Social Media Monit...
Social Influence Monitoring On a Shoestring                                  webmetricsguru.com


I like the share this ar...
Social Influence Monitoring On a Shoestring                                                          webmetricsguru.com


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Social Influence Monitoring On a Shoestring                                                       webmetricsguru.com




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Social Influence Monitoring On a Shoestring                                                       webmetricsguru.com




A...
Social Influence Monitoring On a Shoestring                                        webmetricsguru.com


about Cuban food?
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How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
How to build your own social media monitoring service ? DIY guide by Marshall Sponder
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How to build your own social media monitoring service ? DIY guide by Marshall Sponder

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Excellent guide to lebuild your own social media monitoring servicearn how to build your own social media monitoring platform using free and paid tools. A must-read if you're interested in online reputation management, written by Marshall Sponder ( @webmetricsguru )

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Transcript of "How to build your own social media monitoring service ? DIY guide by Marshall Sponder"

  1. 1. Social Influence Monitoring On a Shoestring March 31 Social Influence Monitoring On a Shoestring 2010 Leveraging what you know and how you use it that makes Social Monitoring interesting and insightful. Covers two sessions and more . How to Build Your Own Social Media Monitoring Service Marshall Sponder (Webmetricsguru.com) explains how to build your own social media monitoring tool using the many free services available, including Yahoo Pipes, Tattler (a Drupal module) RSS feeds and Netvibes. This is a non- technical session. How to Monitor Sentiment & Benefit from the Insight this offers Marshall Sponder What do people really think about your brand? In this Webmetricsguru.com workshop Marshall Sponder explains the value of sentiment detection identifies the limitations of sentiment analysis and now.seo@gmail.com provides guidance on how to benefit from sentiment monitoring. @webmetricsguru Special Thanks to Cecilia Pineda Feret for inspiring me to create this eBook, sharing her ideas and focusing mine. Copyright© Marshall Sponder - 2010, Webmetricsguru.com 3/31/2010
  2. 2. Social Influence Monitoring On a Shoestring webmetricsguru.com Contents First Thoughts about Social Monitoring and why it s easy and hard .................................................. 5 What no one tells you .. ................................................................................................................... 7 What this means to me .................................................................................................................... 9 Where we are now Present to near future - Geo location capabilities of Social Media Tools............ 11 THE NOW - Location, Location, Location ............................................................................................ 11 Monitoring Opinion and Rating Sites .............................................................................................. 14 Build Your Own Social Media Monitoring Service ............................................................................... 18 Crowded Landscape of Paid and Free Tools ........................................................................................... 18 However, for those of you that did come here to learn how to build your own dashboard here s some ways you could do it ................................................................................................................. 19 Free vs. Paid Tools ................................................................................................................................. 19 Method 1 - Using Netvibes to build a Social Media Dashboard ....................................................... 20 Method 2 - Using Addictomatic for a Social Media Dashboard ....................................................... 22 Visualizing what you might measure in a Social Media Dashboard you build yourself ..................... 23 Method 3- Tattler Build your own open sourced Social Monitoring Platform............................ 24 Getting your hands dirty with spreadsheets and iGoogle to build your own dashboard .................. 25 Method 4: Using Social Mention for a quick and dirty way to build your own Social Media Monitoring Dashboard SocialMention, FeedRinse, Google Reader, and Postrank ........................... 48 Method 5: RealMon9 yet another free social media monitoring platform, runs on Google s servers ...................................................................................................................................................... 50 Method 6: using Yahoo! Pipes ........................................................................................................ 53 Free Social Media Monitoring Tools ....................................................................................................... 57 Viralheat Social Media Monitoring Review and how it compares with other platforms ...................... 59 Level of Sophistication in Social Media Monitoring ......................................................................... 65 SENTIMENT ANALYSIS ............................................................................................................................ 67 Introduction into How to Analyze Sentiment and Benefit from the Insight it Provides Luke Brynley- Jones ............................................................................................................................................. 67 Examples of Flaky Sentiment Analysis: ........................................................................................... 68 2 Page Flaky Sentiment Analysis - not accurate or useful most of the time ........................................................ 78 Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  3. 3. Social Influence Monitoring On a Shoestring webmetricsguru.com Towards a theory of influence ............................................................................................................... 85 Finding Influencers using Social Monitoring ........................................................................................... 88 Influencer Method 1 Comparing Social Media Self serve tools Radian6, Techrigy, Sysomos, BrandWatch and Biz360 on finding influencers .............................................................................. 88 Influencer Method 2: Using Postrank Analytics to find Influential Blogs.......................................... 96 Influencer Method 3: Using FollowerWonk to find Influentials on Twitter ...................................... 96 Influencer Method 4: Using Klout to find Influentials ..................................................................... 98 Influencer Method 5: Using TweepSearch to find Influentials ......................................................... 99 Influencer Method 6: Using TRAACKR to find Influencers ............................................................. 102 Influencer Method 7: ECairn Conversation & Influencer Mining Social CRM platform ................ 104 Note: USE the promo code: Vke4e ............................................................................................... 104 Influencer Method 8: Using Social Radar to Visualize Influencer Lists ........................................... 108 APPENDIX 1 Answers to Specific Questions (will be updated periodically) ......................................... 112 Q3. How to utilise Smartphone apps for B2B? .............................................................................. 115 Q4. How to provide ROI on Social Media investments? ................................................................ 117 Twitter ROI Case Study: Dell Generates $3 Million in Sales Utilizing Twitter ......................... 117 Measuring Social Media ROI: A Case Study (Plus: Tweet to Beat Winners)....................................................................... 117 Q4. How to turn measurement into actionable results ................................................................. 117 How to use Social Media Marketing and Measurement with Smartphone s? ................................ 117 APPENDIX B SOCIAL MEDIA PLATFORMS REVIEWED (IN NO PARTICULAR ORDER) ............................. 118 ADAPTIVE SEMANTICS - http://www.webmetricsguru.com/category/adaptive-semantics/ .......... 118 Alterian Techrigy SM2 - http://www.webmetricsguru.com/category/alterian/............................. 120 BrandTology - http://www.webmetricsguru.com/category/brandtology/ .................................... 122 Compete Pro ....................................................................................................................................... 128 First thoughts on Compete.com s Category Profiles ..................................................................... 130 Using Compete.com to find unusual sources of Traffic ................................................................. 131 Google Wave ............................................................................................................................... 132 Google Social Media Monitoring - I ve been saying this is coming ............................................. 134 Big brother and Google s entrance into social media monitoring ......................................................... 134 Social Radar ................................................................................................................................. 140 3 Page Social Radar Comment ................................................................................................................. 144 Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  4. 4. Social Influence Monitoring On a Shoestring webmetricsguru.com Crimson Hexagon ......................................................................................................................... 144 ECairn .......................................................................................................................................... 145 FollowerWonk ............................................................................................................................. 145 FourSquare .................................................................................................................................. 146 Google Local Business Center ....................................................................................................... 146 Synthesio ..................................................................................................................................... 150 Identify influencers at post level .................................................................................................. 151 Viralheat ...................................................................................................................................... 152 Radian6........................................................................................................................................ 152 Using Sysomos for keyword research ........................................................................................... 156 Keyword Research deep dive using Sysomos MAP ..................................................................... 161 Facebook Web Analytics Tracking ................................................................................................ 164 APPENDIX C CASE STUDIES ................................................................................................................ 166 Havana Central Case Study opportunity to use Geo Location to build Social Media ROI ............. 166 4 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  5. 5. Social Influence Monitoring On a Shoestring webmetricsguru.com First Thoughts about Social Monitoring and why it s easy and hard Imagine this situation: A drug is denied approval from the FDA and your PR firm represents a multinational drug conglomerate needing immediate response and insight required even as news breaks all over the world the drug manufactures board meets the next day and requires your reports for insight on what people are saying and thinking now and guidance on what the next steps should be based on that information. I face situations like that often enough and my first thoughts are How can anyone expect the us to make sense of a rapidly unfolding event when no one else seems to be able to? (MSM news, other social commentary often comes up short or stereotyped, and if all we are asked to do is tally it all up even that is hard) The second thought I have is how can we come up with anything insightful under this kind of pressure and in just a few hours before the next cycle of news brakes? What if our analysis is wrong? Typical message stream (for example, a River of News from Radian6) Source: River of News Widget Radian6 5 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  6. 6. Social Influence Monitoring On a Shoestring webmetricsguru.com Information is coming from us from the internet much as light is reflected from a crystal in water with thousands of reflections playing off one another but fundamentally we re looking at a glass of water is often lost in the shimmer of crystalline reflections which we often refer to as noise . We get so much news now it s not easy to figure out what the story is in this case what do people believe after the drug delay announcement? Attempts to summarize news range from Google s Living Stories (a discontinued experiment with the New York Times), Nielsen s BlogPulse Key Phrases (Bursty Phases a listing of all the most used phases of previous days with the stories and websites associated with the phases). Blogpulse Key Phrases March 17th, 2010 407 blog posts were assigned to Happy St. Patrick s Day which assigned those stories a label something that most Social Media Platforms fail to do well today. You could tell your boss that this is the chatter about that story and give it a name. Deriving meaning becomes very challenging if you re looking beyond reporting and into insight. Some platforms, like Crimson Hexagon, allow you to apply your own labeling to a bunch of stories once sufficiently trained, Crimson s algorithm attempts go to and find similar stories. But the analyst that builds the question and categories is the ultimate determiner of the meaning of what is applies meaning the analyst provides the true meaning the platform is just a focusing method. For example, Barack Obama s speech to Congress last fall on Health Care was analyzed by Crimson Hexagon (see below); having used the Opinion Monitor for my work at Porter Novelli I see it s possibilities to summarize information but it still takes Art to figure out the right questions and the 6 right categories along with writing a query that pulls the right data in and then training the algorithm Page to properly sort information (just like you train anything). Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  7. 7. Social Influence Monitoring On a Shoestring webmetricsguru.com Source: Crimson Hexagon Opinion Monitor What no one tells you .. There is a learning curve to mastering what Social Listening tools provide and translating collected information (or signals) into insights for yourself and your customers - this process reminds me of what I used to do when painting pictures outdoors - Often I have tried to capture the impressions of what I saw with my eyes and my mind using oil pastels or oil paints often I mixed different colors of blue and green on paper and blending them I had learnt over the years what colors I needed to mix and the pressure/touch/stroke to get just exactly the right color I saw on canvas or paper. But if took too long the sky in front of me changed and I would have to change my colors to match the new sky colors and if I took too long it became dusk. We might end up being like a cat chasing its own tail, something that could happen with Listening data as well. 7 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  8. 8. Social Influence Monitoring On a Shoestring webmetricsguru.com Marshall Sponder Oil Pastel on paper 2007 Window View. Learning how to take the online monitoring tools and craft them into a message or statement requires a bit of skill and intuition that is often not recognized (more akin to art but with a bit of science mixed in but not Rocket Science). In fact, I think Social Monitoring is like that landscape that has so much information that you need to understand the story you want to tell (or the painting you want to paint) as you gaze. My favorite artist, Paul Cezanne often said Painting from nature is not copying the object; it is realizing one's sensations. "I could paint for a hundred years, a thousand years without stopping and I would still feel as though I knew nothing." 8 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  9. 9. Social Influence Monitoring On a Shoestring webmetricsguru.com What this means to me Today s business person or client requires more precision and useable data instead of a report. 1. Need to see what you re up against before you commit to how long it s going to take - a couple of hours to play with the data and see what we are able to pull up - level of difficulty involved - tuning a query just to see what we're up against then we should be able to tell clients how long it will take. I think there is a real distinction between administrative type tasks and what we re dealing with in Social Media, where many of the questions require non- standard answers. In a related subject of moving from Web Analytics Reporting into real Analysis with a division between those who is a practitioner vs. those who are pushed into reporting (listen to the podcast). Many times there s no distinction between what is a report from a traffic or conversation aspect and digging deeper into the data. This distinction in Web Analytics reporting vs. analysis isn t much different for Social Media Monitoring and the insight derived from it. Gary Angel points out that being aggressive at getting to Analysis will yield a great deal more insight. Analysis takes some of pretty detailed and focused time you can t do an analysis in one or two hours. Gary thinks the reason why reporting gets stressed over analysis - too often organizations don t give their analysts time to do analysis and the analyst gets bogged down on reporting requests. If you want those deeper questions to be answered you need to recognize people within your organization that are capable of doing deeper analysis and support them. According to Gary from my perspective, nobody will ever get analysis unless they demand it. It is just often easier to do reporting. The other thing is I see a lot of peoples time get chewed up in Cycles where they have no time to do anything but reporting. One of the things about analysis is it takes some pretty detailed, focused time where you can sit in front of a computer and really work with the tool and work with the data. You can t do an analysis in an hour or two hours and fit it in between various meetings. I think for a lot of people out there doing web analytics (as well as Social Media - Conversation Analysis Sentiment Analysis) one of the things that really bedevils them is the organization never gives them space to do analysis. It s always get me this report and get me that report and it s 9 really important that organizations recognize that if they do that to their Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  10. 10. Social Influence Monitoring On a Shoestring webmetricsguru.com analysts they will really they will really keep their analysts from being productive on a deeper level . You have to figure out within your organization that can do analysis and you have to give them the space to do analysis if you want those deeper questions to get answered. Social Listening Analytics is a similar, but very different beast from Web Analytics in that the data is even messier (fuzzier) and more non-standard than it is in Web Analytics. What is common to both - if everything is exactly the same and you have built up a reporting and routines - quick turnaround is much more likely - but most of the times, a lot more work need to go into producing and in PR, time often is not your friend. 2. Another issue lack of accepted methods to produce analysis and reporting in PR and Advertising firms. As the results of a query in SM tools depends on the Query itself, the tools getting "accurate" data report is open to interpretation - it's impossible to reach that level of precision without a lot of investment in tools and methodology - investments that many firms are as yet unwilling or unable to make. I predict by year s end, this will no longer be the case as the ROI of Social Media will be much more obvious than it is now. 10 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  11. 11. Social Influence Monitoring On a Shoestring webmetricsguru.com Where we are now Present to near future - Geo location capabilities of Social Media Tools Take the case of Foursquare here s a post I wrote recently about how quickly the game is changing. THE NOW - Location, Location, Location The pace of social media monitoring maturation is accelerating and I ll even go so far as saying that many people who don t use Social Media now, will have incentives to because of .the geo-location, real time nature of the platforms I predict by year end a lot more people who never were interested in Social Media will get into it possibly for coupon or some other real time discount they could not get any other way. Take the announcement yesterday of Foursquare and Starbucks Team Up to Offer Customer Rewards as that is a big deal (I like the NYT post Starbucks Fans Can Become Baristas on Foursquare as a good source for more information). Beginning Thursday, latte addicts who visit Starbucks outlets can get more than just a caffeine fix. They will also be rewarded on Foursquare with a barista badge. Foursquare - The Barista badge on Foursquare. Location-based mobile services like Foursquare are at the cutting edge of a transformation in the way offline businesses and their customers interact, by breaking down the barriers between the physical and the virtual. Starbucks has been very active on Facebook, Twitter and other Web sites. In the past, Starbucks customers could write about Starbucks on these sites, but they were essentially anonymous when they were in the store. Starbucks will be rewarding those check-ins though the rewards haven t been fully worked out 11 yet I bet they will include free coffee, free drinks, free breakfast, etc they will infact , get a lot of people who don t mind sharing their location to get rewarded for that, in real time, Page and that s a game changer. Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  12. 12. Social Influence Monitoring On a Shoestring webmetricsguru.com Never mind that Starbucks will be able to track all those check ins now with Foursquare New Tools for Businesses (NYT article has case studies impressive) or that Facebook Facebook Will Allow Users to Share Location For analytics this is pretty interesting stuff to be collecting and yes, you will be able to get Social Media ROI out of it if you adopt those systems and promote using Facebook, Twitter, Foursquare, etc it won t be limited to just a few (for example Hot Potato Tosses A New Site, API, And iPhone App With Foursquare Integration At You), but a lot of the action will be on the main hubs your application can do whatever but it will need to tie in to Facebook, Twitter, Foursquare to be the most useful (the list doesn t end there ie: With Its New Release, Gowalla Expands The Check-In Game (Video) and even Google is adding location when you do searches both in the mobile version and I even saw it on my desktop/laptop. So by year end a whole lot more people are going to be doing what we call Social Media things are accelerating faster than predicted and these development are more like the inflection point of social media and monitoring and online commerce where now, things are going to speed up far more rapidly than anyone expected that s my 2 cents worth. Read more: http://www.webmetricsguru.com/#ixzz0ijbgWl26 Under Creative Commons License: Attribution Also consider that Foursquare is providing platform for business owners platforms that your clients will need to give you access to. I think Social Media will become easy to track by year s end. This is also the year of Social CRM - tracking and enablement is coming to us. It s only mid-March and it s already clear. First Foursquare is planning to Offer Up User Data with Check-in Analytics is already testing it - any business that wants to will be able to offer coupons to those who check in. I m doing an analytics project for a restaurant chain and this offering of Foursquare is big news for this kind of business. Here s more information from Fast Company: . A new staff page feature also allows venue staffers to see who is currently visiting and communicate with customers. Notice a regular hasn t been in your store in a while? Tweet them about a cool new shirt that just came in to entice them back. 12 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  13. 13. Social Influence Monitoring On a Shoestring webmetricsguru.com And this is just the beginning, according to the company. Tristan Walker, director of foursquare business development, tells Mashable that big innovations like weather tracking could allows business owners to offer specials based on real-time events. Imagine It s snowing, so come into Joe s for a free small coffee with purchase! popping up on your iphone when you re outside freezing and just a block or two away. Hello Joe. By contacting someone who hasn t been in your store for a while and offering them something in real time is very powerful I saw that last week when I posted on Social Media ROI for Restaurants and the NY Restaurant Show Tweetup and meeting @paulbarron. Here s that interaction again: . set up alerts that email me every hour (now it s every 10 minutes as of tonight) when the restaurant is named in any way. As I was in the restaurant I got and alert from a customer who was saying she was in the restaurant via Twitter. As the alert took place in real time the customer and her friend were given free drinks and discounts in other words we used Social Media and Social Media Monitoring (via Radian6) to reward a customer who was having a great time and we made that time better. And you know what THAT gesture was worth it in my opinion look what the customer tweeted after the evening was over .. TWEET FROM: KIMBERLY819 Name: KIMBERLY819 Posted on: Mar 1, 2010 1:07 AM 13 Followers: 66 Following: 87 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  14. 14. Social Influence Monitoring On a Shoestring webmetricsguru.com What a GREAT night at Havana Central!!!! My new favorite spot!! Link http://twitter.com/KIMBERLY819/statuses/9811482654 You want Social Media ROI you got ROI a customer for life. What Foursquare is about to do will make that event happen over and over again in fact, life could get very interesting for people who are actively using Social Media. I expect Twitter to follow suit so we won t just have to depend on using FourSquare (even though FourSquare is great) to be able to take action in real time. It could be that many applications will end up becoming real time in this way specifically. Read more: http://www.webmetricsguru.com/#ixzz0ijcUJoSW Under Creative Commons License: Attribution Monitoring Opinion and Rating Sites Another Trend that s important to track Online Rating and Opinion sites such as Yelp, CitySearch, Trip Advisor to name a few most monitoring platforms do not crawl these sites at all or in a consistent manner. A quick question to one vendor about this gap provided an interesting reply .. We don t consider rating and opinion sites to be social media But if you re running a restaurant - most of the monitoring services I covered in this guide don t do a good job covering sites like Yelp, and that is definitely something that needs to change. A few Boutique services have emerged to fill the gap Social Monitoring platforms have left open including ReputationRanger. Almost every problem we have, had or ever will have - has already been solved by someone, somewhere who had the same or a similar problem and we just don t always know it. Fast forward to the present I had a problem collecting restaurant reviews and a feeling answers to the problem I have/ had, already existed somewhere else. It s like that with restaurants based on the restaurant I m working with reviewing Yelp, CitySearch, OpenTable, SeamlessWeb, to name a few of restaurant review sites into one place, and adding additional social media monitoring with semantic analysis this reporting appeared last year with Boorah reputation reports for restaurants. 14 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  15. 15. Social Influence Monitoring On a Shoestring webmetricsguru.com Note: I suspect Boorah was bought by Intuit as not all the links work on Boorah and there is a link to the updated reputation monitoring on Intuit. One of the reasons to have reputation management automated is to save community managers who work with social media the task of manually going to rating services and noting reviews for a weekly or monthly report; this seems like it s a prime example of a common task that ought to be automated whereas, people are much better focused on engagement and customer loyalty and if you can find a solution that avoids having to manually compile all the ratings from Yelp, Citysearch, OpenTable, SeamlessWeb, etc into a spreadsheet, so much the better. Another reason to have reputation management for restaurants automated most owners and managers of restaurants don t know how to work with social media yet, nor do they have the time or inclination by default. As a result, the task of monitoring the online reputation of a restaurant or any business has barely been touched upon by most people. Besides, I noticed that all the Social Media Monitoring platforms I have looked at do not track Yelp, or CitySearch, or OpenTable (reservations manager) even Radian6 does not track Yelp and adding Yelp/OpenTable as sources of traffic doesn t help (Radian6 allows you to add sources you wish to monitor that are not tracked by default). So, even if you wanted to use Radian6 to track your restaurant reviews you d be out of luck, today. The rest of the platforms also fail here no one got it right, yet. Though Boorah doesn t appear to work that well anymore at $99.00 per month, a service called Reputation Ranger might be the best answer. Here s a description from Reputation Ranger s site: 15 Reputation Ranger for Restaurants and Bars tracks review activity on over 40 foods and drink review websites. We filter out the chatter and deliver all the meaningful and important customer comments to Page you in one, easy to understand, reputation report. Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  16. 16. Social Influence Monitoring On a Shoestring webmetricsguru.com Another solution to reputation management of restaurants is Google Places see Google Looks Beyond Review Sites: Now Aggregates Posts from Local Blogs on Place Pages - The Google Places review acts as a hub providing links to all the other online review sites and a summary (excerpt) of what some people have said about the restaurant in each place but Google s service is not designed to be a monitoring solution . 16 However, by creating these review aggregation pages, Google magnified a reputation monitoring Page problem most restaurants have. Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  17. 17. Social Influence Monitoring On a Shoestring webmetricsguru.com For users, this means that Google s meta-analysis of customer reviews is now able to look at a broader base of reviews. For businesses, however, this means that they now have to pay more attention to reviews on blogs. For local bloggers, as Blumenthal rightly points out, this means that their reach and influence could increase exponentially once Google includes their blogs on these pages. And that gets back to reputation monitoring of restaurant sites I suspect Social Media Monitoring platforms will catch up and capture the data from CitySearch, Yelp, etc but for now you might want to try reporting that focuses just on that like Reputation Ranger. But since I haven t tried Reputation Ranger I can t tell you how good it is but I would welcome the opportunity to try it. Read more: http://www.webmetricsguru.com/#ixzz0irksjwHb Under Creative Commons License: Attribution 17 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  18. 18. Social Influence Monitoring On a Shoestring webmetricsguru.com Build Your Own Social Media Monitoring Service I am providing instructions on how to build your own monitoring platform I don t personally think it s worth the effort in most cases. But I wanted to reach out to those who thought there was nothing out there to help them with their specific needs Working with a colleague Cecilia Pineda Feret from Havana Central and through the work we ve done with www.HavanaCentral.com - we both concluded there are ample free, freenium and low cost paid social monitoring tools for most purposes. While I will show you how to create your own monitoring dashboard I question if it s worth the effort except for individual cases where the free and low cost tools don t provide enough coverage. However, let s explore what exists today while acknowledging the field is changing even as we speak. Crowded Landscape of Paid and Free Tools Crowded landscape of paid and free Social Media monitoring tools; many platforms have overlapping functionality but seldom agree on sentiment analysis, volume and geo-location. The Forrester Wave : Social Media Listening Platforms released a study early last year measuring market presence, platform offerings and platform shortcomings, but little else. 18 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  19. 19. Social Influence Monitoring On a Shoestring webmetricsguru.com In order to be considered for Forrester s study vendors were required to have over $10 million per year in corporate revenue and a substantial base of enterprise sized clients. Most that we would be talking about for Monitoring Social Media Bootcamp that are excluded from the study. Read more: http://www.webmetricsguru.com/#ixzz0hPXLybRi Under Creative Commons License: Attribution However, for those of you that did come here to learn how to build your own dashboard here s some ways you could do it. Free vs. Paid Tools 19 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  20. 20. Social Influence Monitoring On a Shoestring webmetricsguru.com Method 1 - Using Netvibes to build a Social Media Dashboard If you want to use NetVibes you can here s a good post on how to use NetVibes for your Social Media Dashboard - http://blog.michaelleis.com/2009/04/diy-social-media-monitoring-dashboards/ According to Michael Leis From Google blog search, to SocialMention to Twitter search to backtype; if you re trying to monitor your brand mentions in the social space with or without the aide of professional tools, you re quickly buried under a tabvalanche. Tabvalanche (tab va lanche) n. Being buried under so many open tabs that it slows your Web browser and computer to a crawl. To avoid the Tabvalanche, I recommend Netvibes as a way to make your own social media dashboard. Netvibes is one of a handful of customizable Web-based start pages that use widgets. In a space with Pageflakes, iGoogle, and My Yahoo, I find Netvibes the easiest to use. Here s how you do it: 1. Sign up for a Netvibes account 2. Click the big green Add content button in the upper left of the screen 3. In the sub navigation click Essential widgets. 4. On the lower right-hand side of boxes that appear, you ll see a button called Web page. 5. Enter your search page results URL in the text-entry box that appears (not the original URL, so instead of http://search.twitter.com you paste http://search.twitter.com/search?q=Hong+Kong+Phooey ) Many results pages, like the example above, also offer the RSS version of the search results. In this case, you ll want to substitute clicking the Add a feed button for step two. Then rinse and repeat for all the services available to search out your brand mentions. Your computer and productivity will thank you. I have to say, this isn t an original idea by me. Sadly, I can t remember where I read this technique originally to attribute it, but it s quite useful. 20 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  21. 21. Social Influence Monitoring On a Shoestring webmetricsguru.com This is the kind of dashboard you could build with Netvibes within an hour if you so desire this is a Dashboard created by Duct Tape Marketing. I quickly set something up on Netvibes (you could do this in iGoogle, MyYahoo, Pageflakes too) that would allow me to track various Google Alerts, twitter searches, Boardtracker searches and backtype searches along with my own Facebook, twitter and LinkedIn activity. There are lots of pre-build widget for things like twitter, but pretty much anything with an RSS feed can be added to the page. Netvibes is easy to work with and this might be a nice way to keep it all front and center. This kind of Dashboard works for an individual or small brand it s free and fast to set up. Note there are no alerts here but this is easy enough to set up in Google Alerts if needed. 21 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  22. 22. Social Influence Monitoring On a Shoestring webmetricsguru.com Method 2 - Using Addictomatic for a Social Media Dashboard Addictomatic replaces NetVibes it s actually a one step NetVibes without the work of picking feeds Addictomatic does it for you and you can view your custom Addictomatic page whenever you want but it s not private page so whatever your seeing someone else can, too. According to Thomas Trumble Addictomatic is a nice little tool that I found out about the other day. It s a social media search aggregator that produces a custom webpage of the results and is great for a quick review of mentions of a term that you input across a variety of social media site. For example, I did a vanity search for myself and turned up my name on Twitter, Friendfeed, YouTube, Bloglines and Wordpress. Addictomatic is not a social media account finder like Spokeo, so it doesn t turn up all of the media that I am producing and posting. Addictomatic aggregates mentions of your query across social media sites, in this case my name, not the footprint of my profiles across social media sites. For a quick review of social media buzz, this is a great tool, but it doesn t provide enough depth to make it a tool for much more than that. Use it for snapshots, but look to other more robust tools for real social media listening and measurement. 22 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  23. 23. Social Influence Monitoring On a Shoestring webmetricsguru.com Notice that Thomas mentions Addictomatic lacks depth you get what you pay for this is a nice tool for a simple monitoring solution a small business or individual might want to perform but is not useful more much else (but there is a place for this free social media aggregation in small organizations and non-profits that cannot afford much else). Visualizing what you might measure in a Social Media Dashboard you build yourself If you want to get a handle on to monitor take a look at this diagram above. Whatever you build via NetVibes or other methods, keep in mind you have a vast and ever changing landscape to monitor. 23 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  24. 24. Social Influence Monitoring On a Shoestring webmetricsguru.com Method 3- Tattler Build your own open sourced Social Monitoring Platform I investigated Tattler Tattler main screen We found Tattler so difficult and un-user friendly that it would take a true enthusiast of this tool to get anything useful out of it but once you get used to it it s possible Tattler could, on the face of it, replace Radian6, Alterian or other such Self Serve platform. However, since Tattler is open sourced meaning that the developer communities self develops a platform, no one is paid to do this, it s all volunteer work it s not clear how often or well Tattler is, could or will be maintained and who would you go to when you have a problem with the platform? Also, the bar is constantly being raised in Social Media last year monitoring conversations in Social Media was no so common and people weren t sure what was good monitoring vs. not so good monitoring self serve and high end Social Media tools are evolving past simply monitoring conversations to acting on them. As a result, much cheaper platforms such as ViralHeat.com have evolved that are on par or superior to Tattler at little or no cost making 24 the effort of supporting your own Drupal installation of Tattler not really worth the effort for Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  25. 25. Social Influence Monitoring On a Shoestring webmetricsguru.com most people. In this case, there is too much complexities with what is essentially become a commodity monitoring online data. Tattler is probably more work than anything you would it get out of it (all Drupal patches need to be updated and you must run Tattler on your own server) but it s possible that some organizations could leverage a tool like Tattler but we think Tattler is more suitable for a different audience, I think, than the people here. Getting your hands dirty with spreadsheets and iGoogle to build your own dashboard Let s say that you do want to build something custom using iGoogle you re somewhat technical you could try an approach such as Marty Weintraub s Reputation Monitoring Dashboard (see http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/) Note: I have included Marty Weintrub s post in this document I have not personally set this up but I think it s doable by most people attending this conference if they are willing to spend a few hours working though the instructions. This is what the end result will look like, a tabbed iGoogle dashboard, graphically customizable and suitable for professional monitoring. While there are industry standard paid reputation monitoring tools sporting cool features, any person or business will made more powerful having someone in the shop able to wire this free puppy up. After constructing the dashboard outlined in this tutorial, use whatever feed reader you like. Again it s 25 the ethic of comprehensive monitoring by feed that matters here. Let s get started: Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  26. 26. Social Influence Monitoring On a Shoestring webmetricsguru.com Create a Google account if you don t already have one. Open an Excel document and create tabs, segmented by the following reputation monitoring categories: Brand, Product, Personnel, Competition, Industry Phrases & Intent Words. We re going to make theBig List of keywords to monitor. Paste correct (the way you say it) brand name permutations into the Brand tab. This is the easiest step of all. 26 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  27. 27. Social Influence Monitoring On a Shoestring webmetricsguru.com Open a web browser and navigate to MSN Keyword Mutation Detection Tool. Set a bookmark, you ll be visiting this tool again. Type in or paste the first brand name keyword on your list. Go 27 Page The returns common iterations of a keyword. Copy them. Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  28. 28. Social Influence Monitoring On a Shoestring webmetricsguru.com Paste them into the brand tab on the Big List. Run the MSN Keyword Mutation Detection Tool again on the next correct brand word. Run them all. Paste them into the Big List. Trellian Keyword Discovery a paid service has my favorite misspellings engine, which we sometimes use at this point. However you can totally get by without paid tools. Finding hacks of your brand keywords is pretty obvious business. Try stream of consciousness brainstorming and 28 don t be afraid of being silly. I can nearly always duplicate KW discovery misspellings by just free-forming. Add these brand name keyword permutations to the Big List. Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  29. 29. Social Influence Monitoring On a Shoestring webmetricsguru.com Another great place to find insight regarding brand permutations is the organic analytics from your site. Here we drill into ever-ubiquitous Google Analytics. (Of course you actually have to have been running analytics on the site prior) Click on Traffic Sources. 29 Click Keywords Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  30. 30. Social Influence Monitoring On a Shoestring webmetricsguru.com View traffic from paid and non paid brand search keywords. Select non-paid for organic. [Please note: PPC data on phrase or broad match keywords often yields useful permutations as well.] Grab any heretofore undiscovered permutations by copying. 30 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  31. 31. Social Influence Monitoring On a Shoestring webmetricsguru.com Paste in any brand keywords noted from analytics to the Big List. Now it s safe to say that we have most brand permutations. When done with brand keywords, repeat this process for every product to populate the Products Tab of the Excel Big List. Sure it s time consuming, but take the time and it will be well worth the effort. Do the products tab of the Big List now 31 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  32. 32. Social Influence Monitoring On a Shoestring webmetricsguru.com Update on Progress! There are 4 tabs on our big list remaining, Competition, Personnel, Industry & Intent. Personnel Tab of Big List Personnel refers to C-Level executives, public spokespeople or anyone else we d like to monitor. Often times this includes competitors primaries. There s no need to go crazy with misspellings unless someone s name is complicated. Just be sure to call Russ Russell and other extremely obvious nicknames. In our experience, overdoing scan-width does not equal finding much more dirt. Competition Tab of Big List Monitoring your competition is useful for defending your own brands and products. We keep an eye on competitive brands by the same segments by which we monitor our own: Brand, Product, Personnel, etc y Discover competitors promotional efforts as soon as possible y Find their weaknesses, liabilities and advise your marketing efforts to best exploit the information. y Learn about new important products and product categories. 32 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  33. 33. Social Influence Monitoring On a Shoestring webmetricsguru.com Finding Industry phrases are by classic keyword research process. Fire up the External Google Keyword Tool. We ll this Google PPC inventory tool to find keywords SO commonly searched for, that they can be considered an industry category word. Short Short Short Tail = Industry Finding Category Words Type in as many categories as you know about in regards to your business. When in doubt, use a thesaurus (for stemming). Make sure to check the Use Synonyms box, which will add Google s stemming insight to the results. 33 Get Keyword Ideas after confirming that you re human. Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  34. 34. Social Influence Monitoring On a Shoestring webmetricsguru.com Click on Sort by average volume. Add the top 3-5 to the keyword bucket. They re your industry category words for the Big List. 34 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  35. 35. Social Influence Monitoring On a Shoestring webmetricsguru.com Export to spread a .CSV file. Copy From Exported Spread Sheet and Add To Big List Under the Industry Tab. The final tab for this dashboard build is for Intent phrases. Think about different ways customers say you re great, you suck or ask for information with longer phrases. There s no need to go crazy with variations on the same keywords (singular, plural, etc ). Intent phrases are very long tail in themselves. 35 Page Building the Dashboard Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  36. 36. Social Influence Monitoring On a Shoestring webmetricsguru.com Now leave the Big List aside. Open your igoogle dashboard. (Make sure you re logged into Google and go to http://www.google.com/ig.) If you already use iGoogle, you ll see your iGoogle homepage. Don t worry, you won t lose it. This is as simple as adding new tabs in iGoogle, corresponding to the Big List tabs in the Excel doc. Add a New iGoogle Tab Name the Tab Brand. 36 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  37. 37. Social Influence Monitoring On a Shoestring webmetricsguru.com Create New iGoogle Tabs to Match the Big List Excel Tabs Now it s time to set up our keyword feed subscriptions. Set Up First Google Alert. Go to Google Alerts and click New Alert. 37 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  38. 38. Social Influence Monitoring On a Shoestring webmetricsguru.com Type or paste in you first word. Sorry you have to set these up 1 at a time for EVERY word on all tabs. 1 Word at a time, starting with you brand keywords, create alerts. Choose comprehensive meaning all Google channels. Choose the feed and as it happens options. Right click and copy the link location of the of orange RSS button 38 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  39. 39. Social Influence Monitoring On a Shoestring webmetricsguru.com To get around a Google bug in some browsers, clean the URL you just copied by opening new FireFox tab. Paste in URL copied from RSS button and hit return. (This cleaning step is only needed, for some odd reason, when using Google.) Subscribe to this feed using using Google as feed reader. Check Always use Google to subscribe to feeds and click Subscribe Now. Select Add to Google homepage. Google Homepage is another word for iGoogle. 39 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  40. 40. Social Influence Monitoring On a Shoestring webmetricsguru.com Congratulations, you ve created your first iGoogle reputation monitoring gadget. You ll see the new gadget added to the iGoogle dashboard on whatever tab you have selected. Cool! Create Alert for next word on the Big List. We ll review. Let s go through the steps again to add a Google Alert to iGoogle for your second brand word. Click New Alert. 40 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  41. 41. Social Influence Monitoring On a Shoestring webmetricsguru.com Paste your next word into Google Alerts. Note: Two or more words require quotations. You know the drill! The options are: Comprehensive, Feed, as it Happens, then click Create Alert. Copy address of orange RSS button with right click 41 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  42. 42. Social Influence Monitoring On a Shoestring webmetricsguru.com Don t forget that pesky Google Bug! Clean the URL, open new FireFox tab and paste the URL. Paste in URL copied from RSS button. Hit return on your computer s keyboard. Add to Google homepage. 42 Page New reputation monitoring gadget in iGoogle Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  43. 43. Social Influence Monitoring On a Shoestring webmetricsguru.com FYI, There are cool gadget settings, available by clicking on any gadget s little down facing triangle. Edit your settings. Increase the number of feed Alerts displayed. 43 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  44. 44. Social Influence Monitoring On a Shoestring webmetricsguru.com One by one, add all the words on the Big List to the appropriate iGoogle tab. Other search services (other than Google) offer keyword level subscriptions. Twitter is quickly becoming an essential channel to monitor. Navigate to http://search.twitter.com. It s really easy to subscribe to twitter search feeds using iGoogle. While there s standalone API applications like TweetDeck to watch feeds real-time. Many business folks want Twitter chatter included in their dashboard next to Google alerts. Search for your keyword in Twitter Search. No need to clean, just click on Feed for this query Add to Google homepage (iGoogle) 44 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  45. 45. Social Influence Monitoring On a Shoestring webmetricsguru.com The gadgets are beginning to add up. Technorati is another blog search service, where posts are indexed that sometimes Google does not pick up. Not every blog is in Google blog search. Technorati offers keyword level subscriptions by RSS. Subscribe to the entire Big List in Technorati. What you can t see can hurt you. Hidden behind user names and passwords, some forums and message board communities don t allow Google to index them. Some push to opt-in to board aggregation services making these walled Garden sites chatter searchable and, you guessed it, subscribed by feed. BoardReader is a useful search utility, forums opt in to that picks up keyword mentions that Google does not see. Search BoardReader for a keyword. 45 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  46. 46. Social Influence Monitoring On a Shoestring webmetricsguru.com Once results are returned, sort SERPs by Freshness. Click on RSS button 46 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  47. 47. Social Influence Monitoring On a Shoestring webmetricsguru.com The board reader results are on the iGoogle dashboard not too. There you have it, your sweet reputation management dashboard is beginning to fill out. Interpretation tips: y Skim the dashboard at pre-defined intervals. y Don t click on every link. y Hover over to get text abstract, follow if relevant, use your brain and check it out! y Ignore spam as much as possible. y Set up mission critical keywords as email alerts for archiving and fast notification. Subscribe to any keyword twice, once by feed and once by Google Email Alert. Not every channel provides email alerts. Third party tools make it possible in some channels like TweetBeep does for Twitter. y Each search channel has a somewhat unique method to generate feed subscription links for keywords, including 3rd party tools to create RSS feeds for keyword level searches. Just figure out how to add new channels. y Remember, iGoogle is just one feed reader. Use the reader of your choice if you already have a comfort level. y iGoogle can be customized graphically with Artist Themes and Developers Tools. It s actually pretty amazing to have tools like this totally for free. This long method of setting up your own reputation dashboard is but one way to do it. 47 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  48. 48. Social Influence Monitoring On a Shoestring webmetricsguru.com Method 4: Using Social Mention for a quick and dirty way to build your own Social Media Monitoring Dashboard SocialMention, FeedRinse, Google Reader, and Postrank Another way to approach building your own dashboard is to use several free services: SocialMention, FeedRinse, Google Reader, and AideRSS. Refer to http://www.buzzstream.com/blog/social-media-monitoring.html A caveat mentioned is that we don t know how complete or even good the data we re pulling is though we can rank it via PostRank (AideRSS was bought by PostRank a while back). 48 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  49. 49. Social Influence Monitoring On a Shoestring webmetricsguru.com Overall, the results of using SocialMention and Google Reader were pretty good especially when I used Geo-location (i.e.: Havana Central + new +York+city). With a bit of work and upkeep it s possible to also Top Users (for Influencers, Sentiment, Keywords and Twitter Hashtags for further processing). However, crucial information about users is missing that would make it more useful, and with all the issues around sentiment analysis, in general, the sentiment of Social Mention is probably not good enough to go to the bank with. Once you get your data into Google Reader or iGoogle or NetVibes, etc , the results aren t tagged (so you d have to do that yourself) and there s not ability to graph the charts but if all you need is reputation monitoring and you don t have queries that change and you don t need alerts and you don t want to spend any money this solution works. 49 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  50. 50. Social Influence Monitoring On a Shoestring webmetricsguru.com Method 5: RealMon9 yet another free social media monitoring platform, runs on Google s servers http://www.webmetricsguru.com/archives/2010/02/commoditized-social-communications-monitoring- web2express/ If you just wait long enough Google will enter the Social Media Monitoring space but in a way, they already have, indirectly, though their developers using Google s servers and application frameworks. Recently I mentioned Google s entrance into Social Media Monitoring (refer to my long post with Cecilia Pinada Feret on I ve been saying this is coming Big Brother & Google s Entrance into Social Media Monitoring from MyCustomer.com) but in a way, they have already entered into this space - or, at least, their infrastructure and code has, via Google Apps, t hanks to a tip from Luke at OurSocialTimes.com who is also producing Monitoring Social Media BootCamp on March 31st 2010 that I ll be speaking at (hope you come if your nearby at the time). thought you might be interested in this: http://realmon9.appspot.com/ It s a Google App for monitoring (only in test mode) but cool huh! Cool indeed! Mind you, there s a big difference between a Google Apps Developer getting into Social Communications Monitoring and Google the 900 pound gorilla doing it but I bet Google is watching . waiting and listening .. The real question isn t about what to build to monitor conversations that s over; it s about what to choose choice and value. The information itself is free and potentially valueless (not to say it has no value but the only meaning it actually has is in how it s delivered). 50 Think of tubes of paint in the Art Store before anything is produced looking and even smelling the art Page supplies that s marvelous but once you open up the tubes of paint and apply color to canvas - its Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  51. 51. Social Influence Monitoring On a Shoestring webmetricsguru.com what you do with the information that is meaningful and it s part of the factor of weather the Art is appreciated can collected, or not. Social Information is like that tube of paint you so want to use but means nothing without the right context. So Social Monitoring is a commodity when you have Viralheat and Andy Beal s Trackur in the room, doing good stuff for free or for a few bucks a month just collecting data is a given it s what you do with that information that now counts, and what I ll cover in depth in London next month. Now that we have someone building Social Media Monitoring formally on Google s Infrastructure can Google, itself, be far behind? Does anyone still doubt that Google will dip their foot in our pond? I don t because they already are it s just a matter of degree, now. Let s take a closer hood at Web2express provides the following custom services for social media monitoring: First, Web2Expres s is powered by and is free. 51 All the great stuff that Radian6 did with Salesforce.com and WebTrends last year is likely going to be Page free, free, free this year the advantage will come from how the data is packaged. In fact, the only Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  52. 52. Social Influence Monitoring On a Shoestring webmetricsguru.com thing we re going to end up having to pay for is Time the time it takes to create meaning from this data. As a use case study the makes of Web2Express are monitoring the monitors themselves, Radian6, Sysomos, Scout Labs, etc just take a look (need to login using your Google Account). I don t mean to make an ant into a molehill here but we can not but look at this as the attempt of someone who wants to enter the monitoring space with a free service that others are paying for. How is that going to play out later this year and into next? I don t see any sentiment analysis but I do see market segmentation even though I cannot really do with this information yet. 52 Read more: http://www.webmetricsguru.com/#ixzz0iqFhF1o3 Page Under Creative Commons License: Attribution Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  53. 53. Social Influence Monitoring On a Shoestring webmetricsguru.com Method 6: using Yahoo! Pipes I m not a fan of using Yahoo! Pipes for a Social Media dashboard but thought to include an example of Yahoo! Pipes for Monitoring Social Media Bootcamp. Example: http://pipes.yahoo.com/update_maker/social_media_fire_hose As you can see you get what you pay for the Yahoo! Pipes Social Media Firehouse is entertaining, for sure, but it s questionable if such a tool can be trusted (judging from above). Rather than build any pipes which run slow (but they do create RSS feeds and/or SMS messages there is an excellent collection of Monitoring Pipes available already - 53 http://www.searchenginejournal.com/5-useful-yahoo-pipes-to-monitor-your-brand/14320/ Page Here s the post my Ann Smarty that outlines the 5 most popular Yahoo! Pipes for Social Monitoring Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  54. 54. Social Influence Monitoring On a Shoestring webmetricsguru.com After Yahoo! SiteExplorer and Flickr, Yahoo! Pipes is the third reason why I love Yahoo! so much. Surprisingly, I come across too many people who have no idea how to use Yahoo! Pipes and what one can do with them. This post is meant remind us of some huge possibilities behind the tool: here are 5 great Yahoo! Pipes that can be used for brand monitoring for competitive research and reputation management: Pipe URL Aggregated sites Best feature yahoo.com, Search for google.com, technorati.com, multiple terms Social Media twitter.com, blogspot.com, at a time Firehose youtube.com, (comma wordpress.com separated) News sites [Google, Yahoo, Live]; Blogs [Google Blog Search, Conventional & Bloglines, Wordpress blog search, Set the Social Media Technorati]; Social media [Twitter, timeframe Tracker Friendfeed, Youtube, Digg, Metafilter, Wired] Domain Social Site backlinks from Submission Digg, Reddit social media Watch Dog sites Filters out Content Digg, Technorati, Yahoo News, identical Keyword RSS PRWeb, and Google News content Del.icio.us, Findory, Flickr, Google Meta Search Blog Search, Google News, Google Filters out Alerts Search, Icerocket, Live Search, duplicate URLs 54 Technorati, Yahoo News, Yahoo Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  55. 55. Social Influence Monitoring On a Shoestring webmetricsguru.com Search Social Media Firehose is a social media search for tracking brand or product mentions on a number of social media sites, including flickr, twitter, friendfeed, digg etc. It allows to filter your search by location and to block any domain or phrases from search. Conventional & Social Media Tracker combs through multiple blog and social media search engines and also allows you to filter results based on dates published. Social Site Submission Watch Dog keeps track of your domain submissions to Digg and Reddit. 55 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  56. 56. Social Influence Monitoring On a Shoestring webmetricsguru.com Content Keyword RSS aggregates news sources from multiple sites such as Digg, Technorati, Yahoo News, PRWeb, and Google News, compares content, removing same stories and outputting a unique RSS feed and also allowing you to set how many entries the feed can contain. Meta Search Alerts aggregates search results from a number of sources and ensures all the URLs are unique. 56 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  57. 57. Social Influence Monitoring On a Shoestring webmetricsguru.com Free Social Media Monitoring Tools There are a number of free tools that provide a partial solution to Social Media Monitoring these are all tools that you had to pay for as recently as a few months ago. Every day there new stuff happening take today Andy Beal announced Trackur Free Version Of Its formally paid only Social Media Monitoring Tool you can use it free, as long as all your doing is a single search that is one smart offer and he s going to get a lot of people to sign up and I just did. Having said that Trackur s functionality is so basic, just one or two cuts above Google Alerts I find it hard to imagine myself using it but for someone that is not technical and just wants some basic information I think the price is right (free). Maybe I m missing something I m not even seeing email alerts (which is what Google Alerts does) so to say Trackur is Google Alerts on steroids seems to be missing the point that doesn t alert me about anything. Would I pay for it if it wasn t free (for one search) maybe but then again, with Viralheat just coming into the picture you can get so much more from Viralheat than you can get from Tracker if I really only had a few dollars to spend a month I d rather spend it with Viral Heat than going over to Trackur but that s just my opinion. At least I could do some kind of analysis with Viralheat not sure if Trackur lends it self to a measurement perspective at least, not today. But you can drill down and get more information on each item in your feed that your monitoring and you can t do that with Google Alerts granted. 57 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  58. 58. Social Influence Monitoring On a Shoestring webmetricsguru.com I like the share this article link on each item that s a good idea and Trackur calculates an influence score, again, which Google Alerts does not do. I have a problem with the way influence is calculated the TrackurRank seems bogus built on metrics that don t really add up to influence, like a bunch of links and blog mentions at best, both are extremely shaky proxies for influence. But but . Trackur is free at least, for one search and if your needs are really basic and I mean, really basic I think this is a good basic package a very, very basic package. I m almost tempted to say that if you are going to use Trackur you could have easily just used Google Alerts but that is just me. Also, I heard about a new tool called SocialWebAnalyzer that just examines your social media presence and I put in my own website webmetricsguru.com (this blog). There s a lot of link statistics and I m not sure how much I ll use this tool but thought my readers might want to know about both developments. Read more: http://www.webmetricsguru.com/#ixzz0henD2mP3 Under Creative Commons License: Attribution 58 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  59. 59. Social Influence Monitoring On a Shoestring webmetricsguru.com Viralheat Social Media Monitoring Review and how it compares with other platforms Read more: http://www.webmetricsguru.com/#ixzz0ijMAm1Ol Under Creative Commons License: Attribution I m currently evaluating ViralHeat and trying to make up my mind on how it fits into the Social Media Monitoring space, I had an free account for close to a week and was made aware of ViralHeat s relaunch by Jason Falls who I saw two weeks ago at Event Camp here in NYC. Jason wrote a post last week on Viralheat Plants Stake As Affordable Social Media Monitoring Solution. Note to myself: This week I was thinking a lot about what it takes to effectively work with and use a social media monitoring platform and decided it takes a bit of time and working out on practical applications to get a real sense of how useful it would be to own it or what the full limitations are. To be fair I had that opportunity withRadian6 and Sysomos and not so much with Viralheat. However, Raj and Vishal who started Viralheat.com have given me another month to evaluate their platform and I will put it through it s paces, but also talk about what I actually see and think of it. Given Viralheat is a lot less expensive than any of the other Social Media Monitoring platforms I ve reviewed- almost anything they come up with makes them a better value for the money than the others if price were the main issue but it s not as simple as that, not a black or white situation. For example, Google Alerts is free, and essentially provides the same functionality as ViralHeat (minus the dashboards, historical data once the profile is running and community sharing) but replicating the dashboard feature manually with Google Alerts would be lot of work and time is money. Still, if it were all about 29.00 per month for 20 profiles/keyword searches vs. several hundred per month for one topic profile per month (Radian6/Alterian/BrandWatch, etc) no one would buy anything since it s all free and there is a lot of added value the platforms I just listed. And then there s Google, the eight hundred pound Gorilla and big Pink Elephant in the room I bet you anything some smart programmer at Google is creating the PR Dashboard of the future in a Mountain View office right now, using their 20% free time, plugging in using Google Alerts with a nice charting application and it s all ready to drop into public view just as soon as Google Corporate decides to release it - and it will be totally free and will have alerts, have charting have Google Analytics, forecasting and trending and draw upon Google s Industry Segmentation information (in Google Analytics now) and be better than many of the platforms on the market now. I said as much in the article I cowrote with Cecilia Pinada Feret at MyCustomer.com a few weeks ago and republished on my blog I ve been saying this is coming Big Brother & Google s Entrance into Social Media Monitoring from MyCustomer.com. So, my first impression is that Viralheat looks really good at this moment but remember as information becomes a commodity it can quickly evolve to the point when no one will want to pay for anything, much as Google Analytics is priced today (free) and supported by advertisers and publishers indirectly. Still, what does Viralheat offer and why is it a bargin and the low prices it s being offered at? I created a few profiles and noted the data did not update immediately that threw me off at first, since I m used to getting information back from Radian6 immediately and from Techrigy within an hour or so, though BrandWatch.com can take up to a day, and so with Viralheat, nothing comes back right away at least, not for the profiles I set up but within 24 hours, data was being collected and displayed regularly. 59 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  60. 60. Social Influence Monitoring On a Shoestring webmetricsguru.com On the face of it, this dashboard looks good. Digging in deeper I examined the details of the profile I set up (yes, it s a Cuban restaurant) I didn t see anything on the Facebook page for the restaurant (Radian6 would have shown me this) and I could add the Facebook page as a source, which I can t do in Viralheat. A quick question to ViralHeat s Customer Service, Raj Kadam, CEO of Viralheat replied within 30 minutes of my request told me what I needed to know: Hi, Can you give us the link to the Facebook page? By the way, why are you not using Facebook Insights for your metrics? The sole purpose of Facebook Pages in Viralheat is for you to discover new pages or posts where you can engage audiences and give you a general lay of the land. For example, if you are running a Cuban restaurant, you can put Cuban food and then discovery influential places on facebook where people hang out talking about Cuban food. That gives you a chance to engage those audiences and drive more business. Let me know your thoughts? Regards, Raj Kadam CEO, Viralheat Inc. Viralheat is not going to try to replicate Sysomos which can get at the Facebook Fan pages you administer (via Sysomos Heartbeat) or Radian6, which can get the public postings off the same page they assumed if you care about your Facebook metrics, and it s your page you have access to Facebook Insights and can get the data for yourself. Rather Viralheat is focused on helping you uncover content where you as the content creator, can reach out to and grow your brand presence online. But then, Viralheat doesn t offer you any CRM, Workflow administration and tracking that a more expensive system might offer but since this is a very low priced, inexpensive platform perhaps having workflow and CRM modules is not as important to the audience who would use it. And, you can still share a social media mention with a friend via email and contact the author of a social mention in Twitter or Blog, etc but that s not Social CRM (still, it s pretty darn good for the money). 60 Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  61. 61. Social Influence Monitoring On a Shoestring webmetricsguru.com And in that sense, Viralheat is a good deal it s cheap and it does what it was designed to do it s just not the same exact thing that some of the more expensive platforms do but that s maybe that s ok if your getting started and don t have the budget for more. I found one area ViralHeat is superior to the other platforms they freely open their API to anyone who wants to pull data from it - ViralHeat is much like Compete.com in the sharing of it s data with several application vendors and this feature has proven to be very popular and drive api calls to Compete.com and links back from the services using it (I know Ask.com used Compete.com for stats a while back, but several others have since). In fact, I ll go on record - Compete.com should approach Viralheat and ask them if they can use the Viralheat.com API to pull in Social Media data to complement Compete.com. I know Compete is owned by TNS which could have done the same thing for Compete except, by doing so they d be undercutting their paid intelligence whereas using ViralHeat, they would not have that same problem. I ve discussed this idea of merging a buzz monitoring platform with Compete before with them (but with a different vendor in mind) but I have no idea if they plan to implement it but it would be great if they did. Viralheat is also monitoring Google Buzz, as is Radian6 and several others here s a video of the features of Viralheat: There are Influencer lists, which it strikes me is really the same thing as what Radian6 River of News and collecting the follower/following count and other statistic (from Compete.com, ironically) where you can rank influence -and in the Influencer Widget that Radian6 provides. Also, there is sentiment analysis but upon closer examination it has the same problems most of the other 61 platforms I ve looked at have and Viralheat is careful to phase negative sentiment as potentially negative sentiment they won t come out and declare it since they know they will be wrong a good deal of the time and Page so it is look at the results below for negative sentiment and Cuban food how many of them are really negative Copyright© Marshall Sponder - 2010, Webmetricsguru.com
  62. 62. Social Influence Monitoring On a Shoestring webmetricsguru.com about Cuban food? I can t really say any of the tweets above are negative in fact, most of them are just the reverse- maybe what we should be measuring (since we can t do sentiment well on these platforms) is intensity of emotion - that kinda can be done -and at least you can decide to look at intense opinions and decide what you want to do with them, if your so inclined. Noticed you can also get details on what the system considers to be influencers. The Viralheat influencer list is probably not any better than what anyone else can come with but again, if cost is your main consideration than it s good enough. And at the lower price of 29 dollars per month I can see my data on a weekly basis only I have to upgrade to get a monthly view. I also noticed I could add other public profiles to my own and the data is updated quickly and I m noting again how much more of a community platform this is than, say Radian6, Sysomos or Biz360 (though BrandWatch does appear to have a community aspect built in as most of the queries are public). But then again, there is no definitions or standards around what Viralheat is publishing as metrics and this could 62 be a problem. Page Copyright© Marshall Sponder - 2010, Webmetricsguru.com

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