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Red Door Interactive Presents: Brand Monitoring Through Social Media

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    Notes on slide 1

    Thank you, Scott. Good morning, everyone, I am Tony Felice, and I’d like to welcome you all to Brand Monitoring thru social media

    Thank you, Scott. Good morning, everyone, I am Tony Felice, and I’d like to welcome you all to Brand Monitoring thru social media

    Here’s a brief overview of the aspects we’d like to cover today.

    *****CLICK IN TO SCROLL*****Currently, the growth rate of social media’s set at such a high velocity, it’s difficult for brands to keep up. We’re looking at a graph of social technographic profiles created by forrester, which breaks users down by their primary engagement in social media. The details of each of these segments is beyond the scope of this presentation, but I’d like to call your attention to the critics and spectators groups. You can tell something by the name: the critics are active on review sites, and the spectators simply consume the content. Both groups exhibited tremendous growth over 08. We’ll be interested to see how these numbers look for ’09, but estimates so far put joiners at 51% and spectators at 73%. As an example of the sheer growth and participation, consider that the number of articles on wikipedia have grown at the rate of nearly one per minute since the beginning of 2008.***

    *****CLICK IN TO SCROLL*****When you look at that kind of growth alongside the fact that consumers trust their friends recommendations with 90% confidence and trust the opinions of strangers at 70% we are nearing the tipping point of influence. This graph is data from a recent Nielsen Survey which queriedover 25 thousand Internet consumers from 50 different countries. What’s really interesting to note here is that global consumers seem to trust the opinions of strangers at the same level as brand websites, but trust in brand websites is actually much lower for Internet consumers in the US, at 62%. This kind of data really drives home the importance of listening to what’s going on in this groundswell.***

    What can we monitor? Videos, Photos, Blogs - If it’s publicly available, there is a tool that can find it.Why should we monitor? There are a number of reasons beyond the obvious Identify evangelists and championscustomer service and feedbackProduct developmentCompetitive analysisThere are MANY reasons, and there are certainly people using this technology in very creative ways. ***

    *****CLICK IN TO SCROLL*****We’ll want to keep in mind that it’s still an emerging field, experiencing growing pains, and no particular tool is perfect. You’ll want an understanding of your objectives so that you can make the most of your time and effort.We’ll be focused on user-generated content //It’s important to note that these tools are keyword based, and though some tools have linguistic capability, they will still only provide a cursory look into online conversations. You will only have access to information that is otherwise publicly available online.Cost-relative value //You get what you pay for (and create what you can’t)Free tools are primarily search engines //that pour through the feeds of selected social-media sites and return results for mentions of your provided keywords. They often add basic metrics to show trends and locations of relevant conversations, but some have features that streamline the exporting of data so that you can compile your own reports.Paid tools typically use more sophisticated algorithms and produce more detailed, polished reports.Some tools can integrate with analytics packages like Omniture and Google Analytics, and if your interested in capturing top-of-funnel activity as part of your strategy, these are well worth considering. The technology’s been dubbed ‘view-through’, complimenting ‘click thru’, and one vendor offering this particular type of technology is a company called ‘Tealium’. You will find a link to this product in the back of the deck, and we’ll make it available after this presentation.***

    *****CLICK IN TO SCROLL*****Here’s a quick screenshot of a free, web-based tool called social mention, with an example search on the term ‘pepsi’. This is a real time platform providing very quick results from multiple sources (such as blogs, Twitter, Facebook, FriendFeed, YouTube, Digg, and blogs)You can see that there are various sources to choose from in the top of the tool, and it looks a lot like traditional search results with the addition of various metrics alongside – some top keywords that occur in the results, number of authors… if you actually take it for a spin, you’ll see quite a few metrics down the left side, but as with all tools, it does take some experimentation to determine which metrics are valuable to you.Across the tools, we do see different metrics and terminology, but keywords, sources and sentiment are common threads.***

    Here, we see frequency, labeled as ‘strength’***

    Sentiment, or an indication whether the aggregate consensus is positive or negative – take note of the high proportion labeled ‘neutral’ in the graph below, we’ll touch on that a bit later.***

    The term ‘Passion’ is used by this tool to describe the dispersion pattern of the conversations***

    And then the term Reach is used as a measure of collective influence across the contributors that were found.Brand Monitoring is one of those things that relies heavily on tools, but we want to reinforce one important point before we go any further:Always base your strategy on goals, and look at the tools as a means to that end. That is to say, focus on goals, not tools.But really, once you have solid goals in mind, you will need to evaluate the various tools so that you can find one that fits your needs and provides good, relevant results.***

    *****CLICK IN TO SCROLL*****The product feature matrix here is not meant to be exhaustive, in fact, new tools come online frequently, but is more to illustrate some of the key features and differences between some of the tools that are relevant. In January, Forrester did a review of several listening platforms, and a link to the PDF will be available in the resources section at the end of this deck. It is dated, but still relevant, and certainly worth a look if you are seriously considering engaging one of the top-tier companies on this matrix. Let’s go down the left and briefly look at each oneWell start with two tools, repectively, backtype and technorati, which are focused solely on blogs, if you are particularly active in the blogosphere, these are definitely tools you’d want to consider.Yes, google made the list, and while google has made great strides in terms of indexing real-time user-generated content, and will continue to do so, it is still results only, lacking the type of analytical and supplementary data that will enable effective monitoring, such as those seen in socialmention.Of the free tools, socialmention.com is certainly one of the strongest resources.Going down to the entry-level paid tools, tracker, scoutlabs and flitrbox, feature sets improve as we go down, with filtrbox being the most feature-rich at this price point. Currently, sentiment is not available through filtrbox, but they are evaluating ways to make that available in the future. The only mid-range tool on the list, Techrigy SM2 has some missing features and actually takes quite a bit of time to process in some cases. SM2 does offer a ‘freemium’ version that would still be a good place to begin your evaluation.In the higher-end tools, we see very feature-rich offerings that one would expect at these price-points, with high marks going to Radian6 for it’s ability to respond to content from within the tool, a feature shared by only one other, filtrbox. Radian6 was only noted as a ‘contender’ by Forrester in January, but there have been improvements, and its evolved into a tool that is worth a serious look.Finally, the enterprise-grade Cymfony is as a product that delivers very polished reports to those with very deep pockets. Although the tool does offer highly configurable filters and reporting, the features were marked as partial here because changes to the configuration must be made by Cymfony, and is not user-configurable. Despite these restrictions, Cymfony was rated as one of the top tools, along with BuzzMetrics, in the Q1 forrester report.***

    *****CLICK IN TO SCROLL*****Perhaps it should go without saying that you will undoubtedly uncover a handful of unsavory findings. If you are already engaged with social media, you understand that it represents a dynamic shift in the way that your company communicates with it’s customer, and very likely have a contingency plan to handle troublemakers. Collect the data, then analyze. It’s easy to get caught up in a particular result that may strike a chord, but don’t get too microcosmic at this point, simply focus on collecting as much comparative data as the tools will give you, so that you can get a realistic picture from the aggregate data.The collection strategy is going to start with keywords. If you’ve recently gone through, or are going through an SEO cycle, you can use the same keyword list. If you don’t have a current keyword list (and I’d like to reinforce the need for a current list), you can use Google adwords keyword tool, which is free, or opt to go the paid route with Keyword discovery, which is also the current industry favorite. Do try and make your keyword list as broad as possible for non-brand keywords, and as inclusive as possible for branded words. Once you’ve compiled your keyword list, you can begin inputting this into the tools. Do be upfront in considering how you will store the data you collect. While many of the tools store searches and reports internally, there are a number of reasons why an analyst would want the data available outside of the tool. With the sheer number of results that an effective approach will likely produce, the data may become unwieldy in a spreadsheet, and it may be very worth your while considering a relational database. ***

    *****CLICK IN TO SCROLL*****First, let’s cover an important point. Although very helpful, ‘sentiment’ is not without it’s limitations. The natural language processing, or NLP engines that evaluate sentiment have a notoriously difficult time with the slang, irony, sarcasm and idioms that pepper user-generated content. Beyond looking at how sentiment is assigned to mentions on a case by case basis, one hint to the IN accuracy that is typically seen is the proportion of mentions that are rated neutral. I’ve heard it said that there’s no such thing as a negative mention, and that’s a bit sensationalistic, but I do suspect that it’s difficult for a mention to be ‘neutral’. In the field of linguistics processing, that’s a punt, and engineers in the field suggest that it would be years before true linguistic analysis reaches the consumer. Consider it a suggestion, but do not rely on it’s accuracy.In using social media monitoring, our goal is ultimately to identify communities, discussions, and influencers, but also to locate challenges.Brand Challenges: A customer who’s had a negative experience can impact brands like never before. Really quick, let’s look at this statistic from facebook – 65 million active users access the site through a mobile device. These consumers can and do express their experiences immediately online. Other challenges obviously, come from competitors’ products or marketing efforts We want to look for relevant industry information //key trends, sentiment of the general consumer, and the influential personalities in your spaceTrack virality // see how fast something is spreading and track and the effectiveness of particular campaignsUse the 5 Ws as indicators to inform social media strategy.Who are your influencers? //Which websites and bloggers are mentioning your selected keywords? Which have large audiences? Obviously, these are the people you’re going to want to reach out to.What are they saying? Look for the most common words or phrases that appear alongside mentions of your selected keywords, and consider augmenting your list with them. Determine whether this instance is a positive or negative mention. Look for the activity// Do online discussions increase after your company runs a promotion or issues a press release? Clearly, this will help determine the effectiveness of those efforts at driving awareness and interest.In which online locations are your chosen keywords being mentioned? If blogs dominate the online discussion, consider participation to help shape the conversation. Maybe it’s time tostart a corporate blog (or update it, which is more often the case)Why are people talking? //What key drivers recur in the conversations online? //Perhaps there is an overwhelming sentiment toward a particular product? Do customers have a strong tendency to recommend a particular product, or even a particular usage (especially unintended usage)?***

    *****CLICK IN TO SCROLL*****Fundamentally, your analysis should focus on two things: finding opportunities for engagement, and identifying correlations that may have not been immediately apparent. During the first round of Social Media monitoring, even with a free tool like socialmention, you are almost certain to uncover hotbeds of activity that were previously unknown. You will also very likely find unique ways in which your customers use and interact with your brand that could very well inform product or business development. Here’s our pepsi example, again, but this time, our twitter user is talking about the packaging, and a unique way to waste the product. Love. That.In terms of insight, it’s important to understand your audience and approach before attempting to engage.We recommend that your approach focus on HEAVY influencers rather than squeaky wheels. Time is much better spent cultivating a brand evangelist than trying to silence a critic, and oftentimes attempts to defer these annoyances can actually backfire. Back in 2003 there was an episode where Barbara Streisand sued to have pictures of her Malibu home removed from a little known website, which of course, caused attention to these photos to skyrocket. People who otherwise couldn’t have cared less took a peek. It even became known as the ‘Streisand Effect’, and the lessons learned from it and similar cases have taught marketers caution and restraint.Pick your battles - just throw the little ones back and take the high road. Now, it’s important that you be authentic and honest. Be conversational. Be yourself. If you’re listening carefully to these users, you will find at least one that is ready to push some buttons. It’s another reason why it’s important to have someone you trust at the wheel, and not staff your twitter account with interns. This is the voice of your company, and unless it’s part of a very well thought out (or dubious!) plan, Avoid conflict

    This slide contains links to any products that were mentioned in this presentation, even a few that were not.

    And finally, the sources of all the citations that were made, and a handful of very relevant, pertinent links.

    And finally, the sources of all the citations that were made, and a handful of very relevant, pertinent links.

    And finally, the sources of all the citations that were made, and a handful of very relevant, pertinent links.

    Favorites, Groups & Events

    Red Door Interactive Presents: Brand Monitoring Through Social Media - Presentation Transcript

    1. September 22, 2009
      Brand Monitoring Through Social Media
      Efficient And Effective Ways to Pull Signal From the Noise
      Guest Speaker from Red Door Interactive
      Tony Felice, Developer & Strategist
    2. About Red Door Interactive
      Today’s Presenter
      • Tony Felice, Developer & Strategist
      • Frequent speaker on Visibility, Acquisition and Analytics
      • Over 15 years of experience in Interactive Marketing
      • tfelice@reddoor.biz
    3. About Red Door Interactive
      Red Door Interactive
      • Offices and Denver and San Diego
      • Internet Presence Management agency
      • 50 full-time employees
      • Diverse client base
    4. About Red Door Interactive
      Internet Presence Management
    5. September 22, 2009
      Brand Monitoring Through Social Media
      Efficient And Effective Ways to Pull Signal From the Noise
      Guest Speaker from Red Door Interactive
      Tony Felice, Developer & Strategist
    6. 9/23/2009
      ©2009 Red Door Interactive
      6
      Brand Monitoring Through Social Media
      Introduction
      • Social Media Impact
      • The Importance of Listening
      • About Social Media Monitoring
      • Choosing the Right Tools
      • Data Collection
      • Monitoring Strategies
      • Analysis and Insights
      • Summary
      • Q & A
    7. 9/23/2009
      ©2009 Red Door Interactive
      7
      Brand Monitoring Through Social Media
      Social Media Impact
      1
      60/hr
      The rate articles have been added to wikipedia since the beginning of 2008
      Source: Wikipedia http://en.wikipedia.org/wiki/Wikipedia:Modelling_Wikipedia%27s_growth2
    8. 9/23/2009
      ©2009 Red Door Interactive
      8
      Brand Monitoring Through Social Media
      The Importance of Listening
      “
      The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly” 
      - Jonathan Carson
      President of Online, International, The Nielsen Company3
      Source: The Nielsen Company
      *Respondents reported some degree of trust in the respective advertising medium
      e.g. 90% of respondents trusted "completely" or "somewhat" recommendations
      from people they know3
    9. 9/23/2009
      ©2009 Red Door Interactive
      9
      Brand Monitoring Through Social Media
      About Social Media Monitoring
      • What can we monitor?
      • Words
      • Videos
      • Photos
      • Why?
      • Identify evangelists
      • Customer service
      • Product acceptance
      • Competitor research
    10. 9/23/2009
      ©2009 Red Door Interactive
      10
      Brand Monitoring Through Social Media
      About Social Media Monitoring
      2 Billion
      pieces of content shared weekly on Facebook
      Source: Facebook http://www.facebook.com/press/info.php4
      • Emergent field
      • Focused on user-generated content
      • Cost-relative value
      • Free tools are primarily search engines
      • Paid tools typically use more sophisticated algorithms and produce more detailed reports
      • Tealium SM can integrate with your analytics package and show top-of-funnel activity, or ‘view-through’9
      34%
      of bloggers post opinions about products & brands
      Source: Universal McCann www.universalmccann.com/Assets/wave_3_20080403093750.pdf 5
    11. 9/23/2009
      ©2009 Red Door Interactive
      11
      Brand Monitoring Through Social Media
    12. 9/23/2009
      ©2009 Red Door Interactive
      12
      Brand Monitoring Through Social Media
    13. 9/23/2009
      ©2009 Red Door Interactive
      13
      Brand Monitoring Through Social Media
    14. 9/23/2009
      ©2009 Red Door Interactive
      14
      Brand Monitoring Through Social Media
    15. 9/23/2009
      ©2009 Red Door Interactive
      15
      Brand Monitoring Through Social Media
    16. 9/23/2009
      ©2009 Red Door Interactive
      16
      Brand Monitoring Through Social Media
      Choosing the Right Tools
      Consider
      not just the cost of the tool over time, but the cost of staffing. A poor tool could easily have a higher cost of ownership over time.
    17. 9/23/2009
      ©2009 Red Door Interactive
      17
      Brand Monitoring Through Social Media
      Data Collection
      184 million
      have started a blog and there are 346 million blog readers worldwide, with 60.3 million readers in the US alone.
      Source: Technorati http://technorati.com/blogging/state-of-the-blogosphere/ 6
      • Be prepared for what you might find
      • Start with keywords
      • Google AdWords Keyword Tool
      • Keyword Discovery
      • Determine storage methodology
    18. 9/23/2009
      ©2009 Red Door Interactive
      18
      Brand Monitoring Through Social Media
      Monitoring Strategies
      65 million
      active users currently accessing Facebook through their mobile devices … 50% more active than non-mobile users.
      Source: Facebook http://www.facebook.com/press/info.php4
      • Understand the limitations of sentiment
      • Identify communities, discussions and influencers
      • Monitor challenges to your brand
      • Find relevant industry information
      • Track virality
      • Inform your overall Social Media strategy
      • Who are the influencers?
      • What are these people saying?
      • When are these influencers active?
      • Where are the conversations happening?
      • Why are people talking (or staying quiet)?
      20%
      Twitter traffic comes thru the site
      Source: Guardian http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users-average-api-traffic8
    19. 9/23/2009
      ©2009 Red Door Interactive
      19
      Brand Monitoring Through Social Media
      Analysis and Insights
      • Analysis
      • Look for opportunities
      • Find correlations
      • Insight
      • Understand before engaging
      • Define your strategy before engaging
      • Focus on heavy influencers
      • Avoid conflict
      “
      The direct unfiltered brutally honest nature of much online discussion is black gold…Texas tea to companies that want to spot trends or find out what customers really think” 
      The Economist, March 11,2006
    20. 9/23/2009
      ©2009 Red Door Interactive
      20
      Brand Monitoring Through Social Media
      Summary
      • Focus your strategy on listening
      25%
      of search results for the world’s top 20 largest brands are links to user-generated content
      Source: SES Magazine, “Turning Blogs and user-Generated Content Into Search Engine Results”, Chris Aarons, Andru Edwards and Xavier Lanier page 24 (labeled as 26 below) http://www.searchenginestrategies.com/_pdfs/magazines/2009/sesmagazine-may2009.html7
    21. 9/23/2009
      ©2009 Red Door Interactive
      21
      Brand Monitoring Through Social Media
      Tools
    22. 9/23/2009
      ©2009 Red Door Interactive
      22
      Brand Monitoring Through Social Media
      Citations and Resources
      Connect with us:
      • Blog - http://reddoorbuzz.com/
      • Twitter - @reddoor, @reddoorjobs, @tonyfelice
      • Web - http://www.reddoor.biz
    23. 9/23/2009
      ©2009 Red Door Interactive
      23
      Brand Monitoring Through Social Media
      Citations and Resources
      Connect with us:
      • Blog - http://reddoorbuzz.com/
      • Twitter - @reddoor, @reddoorjobs, @tonyfelice
      • Web - http://www.reddoor.biz
    24. 9/23/2009
      ©2009 Red Door Interactive
      24
      Brand Monitoring Through Social Media
      Citations and Resources
      Connect with us:
      • Blog - http://reddoorbuzz.com/
      • Twitter - @reddoor, @reddoorjobs, @tonyfelice
      • Web - http://www.reddoor.biz

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