SOCIAL MEDIA INSIGHTS  CAN ENHANCE WHAT YOU DO
T HE DIGITAL LANDSCAPE
W HAT T RUFFLENET DOES            Powerful automated search                          +             Intelligent human analy...
W HY SOCIAL MEDIA INSIGHTS ?             Monitor                                    Analysis  Emerging                    ...
DIY TRACKING : V OLUME                               VolumeGoogle AlertsSocial OomphTwitter search      Topsy.com link:Blo...
DIY TRACKING : I MPACT                      ImpactKlout or Peer Index     Frequency of interest     Size of engaged audien...
H OW YOU CAN MONITORFree        Cheap      Tools
H ORSES FOR COURSESFeatures                   Free   Low cost   ValuableAttractive dashboard                             X...
3 PITFALLS1. Computers don’t understand   sentiment, irony, sarcasm2. Importance of Twitter over-   rated; Forums under-ra...
D EVISING A DIGITAL STRATEGYIntuitively the right channel but...1. Do social media and alcohol   mix?2. Can you raise the ...
E VALUATING DIGITAL ACTIVITYThe CEO loves it but is itgenerating ROI?1. Where are users?2. Do they go on holiday?      1%3...
C HOOSING THE RIGHT MODELFace fits but do themetrics work?1. Was Lily Cole too closely   associated with a particular   br...
I S ALL NEWS GOOD NEWS ?A high profile but is it theright profile?1. Did a new launch event   meet its objectives?2. Could...
S OME OF OUR CLIENTS
H OW TO SELL DIGITAL INTELLIGENCEData with a purpose             Linked to specific activities   Ready to respond       ...
matthew.cain@trufflenet.com
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Open road training

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Open road training

  1. 1. SOCIAL MEDIA INSIGHTS CAN ENHANCE WHAT YOU DO
  2. 2. T HE DIGITAL LANDSCAPE
  3. 3. W HAT T RUFFLENET DOES Powerful automated search + Intelligent human analysis = Actionable research What? Millions of data points So What? Information What next? Insight
  4. 4. W HY SOCIAL MEDIA INSIGHTS ? Monitor Analysis Emerging Message Sentiment Mood test crisis evaluation analysis Planning Relationship Evaluation Prioritisng building channels Volume of Tracking Identifying Demographic mentions influencers influencers analysis Competitor Understanding activity consumers
  5. 5. DIY TRACKING : V OLUME VolumeGoogle AlertsSocial OomphTwitter search Topsy.com link:Blog comments BackType Twingly Wordpress.comInlinks Yahoo.com link:Facebook http://api.facebook.com/restserver.php?method=links.getStats&urls=
  6. 6. DIY TRACKING : I MPACT ImpactKlout or Peer Index Frequency of interest Size of engaged audienceSentiment 3/5 tier scaleBio analysis Wordle dumpKey stakeholder analysis site:twitter.com intitle:”on twitter” “bio* *police” “location london”
  7. 7. H OW YOU CAN MONITORFree Cheap Tools
  8. 8. H ORSES FOR COURSESFeatures Free Low cost ValuableAttractive dashboard X  Basic analytics ?  Reports for download X ? Realtime updates X ? Forum search X X Broad Twitter search X ? English-focussed sites X ? Facebook search X X ?Sentiment analysis X X ?Unlimited search results X X ?
  9. 9. 3 PITFALLS1. Computers don’t understand sentiment, irony, sarcasm2. Importance of Twitter over- rated; Forums under-rated3. Metrics without meaning
  10. 10. D EVISING A DIGITAL STRATEGYIntuitively the right channel but...1. Do social media and alcohol mix?2. Can you raise the profile of responsible drinking without getting shot?3. What might be seen to work?
  11. 11. E VALUATING DIGITAL ACTIVITYThe CEO loves it but is itgenerating ROI?1. Where are users?2. Do they go on holiday? 1%3. On holiday to Britain? 4%4. More or less than average?
  12. 12. C HOOSING THE RIGHT MODELFace fits but do themetrics work?1. Was Lily Cole too closely associated with a particular brand?2. Did her charitable work have credibility?3. Were there any reputational threats?4. What was the value add?
  13. 13. I S ALL NEWS GOOD NEWS ?A high profile but is it theright profile?1. Did a new launch event meet its objectives?2. Could you show partners what had been achieved?3. Why was it successful?4. What could be learnt for next time?
  14. 14. S OME OF OUR CLIENTS
  15. 15. H OW TO SELL DIGITAL INTELLIGENCEData with a purpose Linked to specific activities Ready to respond Objective assessment 
  16. 16. matthew.cain@trufflenet.com
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