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The  Future  of  Social Media  Monitoring,[object Object],Marshall  Sponder,[object Object],Webmetricsguru.com,[object Object],Monitoring Social Media 09 ,[object Object],London – November 17th, 2009,[object Object]
Current Situation : Social Media Monitoring Platforms,[object Object],Forrester Wave Q1 09,[object Object],“ …. brand monitoring platforms faithfully report on brand conversations and competitive news, they do not go far enough to turn this information into marketing insights.” – page 2 ,[object Object],“…. While vendors aspire to deliver strategic insights to support the marketing organizations, they are often stuck in the world of tracking, monitoring, and delivering dashboards centered on operational metrics like mentions, reach, and discussion volume..”   Page 3.,[object Object]
Only the largest platforms were listed,[object Object],… Additionally, vendors included met two specific selection criteria:,[object Object],Corporate revenues in excess of $10 million,[object Object],A substantial base of enterprise sized clients. According to that definition, several vendors that could have potentially been reviewed were excluded – many of them more interesting than the main entrants ,[object Object]
What  “conversations are” – except Liz Strauss    (but, no formal definition yet on how conversations are measured),[object Object],The current definition of  positive, negative or neutral opinion (sentiment),[object Object],How Listening Platforms integrate  with disparate information collected from call centers, branch offices, POS systems, direct mail, PPC data, web analytics data, marketing data, in house data ……,[object Object],Meaningful consulting services to  help businesses engage with the data they are collecting.,[object Object],And no one defined….. ,[object Object]
Sentiment Analysis, today –  too much like Quantum Physics ,[object Object],Crimson Hexagon,[object Object],Alterian/Techrigy/SM2,[object Object],Same profile, same exact query,[object Object]
Influencer Lists – very noisy,[object Object],Who are the main influencer’s behind Chris Anderson’s FREE book?,[object Object],TechDirt’s Mike Masnick?   Gawker Media’s Ryan Tate? Malcolm Gladwell doing a favor for his friend, Chris Anderson?  ,[object Object],Radian6 Influencer lists take a lot of work to get much useful out of them.,[object Object]
Social Media Campaigns take 3 months to 1 year to show tangible results …. What should we monitor to show success?,[object Object],No indication of what to measure, no clear baseline on what is realistic to expect after 3 months, 6 months, 9 months and 1 year.,[object Object],No clear idea on how much to spend for Social Media,[object Object],No standards on what Social Media is and how it would be measured.,[object Object],Today, 99% of the time ,Social Media takes a long time before you see any results,[object Object]
Most Social Media Platforms not capable of advanced Semantic Analysis/Meme Clustering ,[object Object],Radian6,[object Object],Alterian,[object Object],Blogpulse,[object Object],Marshall – sounds like you are talking about meme clustering much like Techmeme does for tech stories, taking posts with similar themes/topics and naturally grouping them together because they contain similar concepts (but not in pre-specified categories). Right? – Marcel Lebrun – Radian6,[object Object],Crimson Hexagon,[object Object]
Awful Geo-Location capabilities,[object Object],Finding Local Blogs and Bloggers,[object Object],Alterian,[object Object],Of the 312 blog entries located in New York – 30 were from blogs/bloggers that were actually in New York .  Had better luck with local directories and blogger lists.,[object Object]
Social Media Monitoring Solutions Wiki - http://ow.ly/x5cL,[object Object],A lot of overlap between “free” vs. “paid” social media tools,[object Object],Often, these tools do the same things (though not the same way) – confusion abounds.  Should I use a free tool or buy an expensive monitoring solution?,[object Object]
No Standards for Social Media and little desire from SM vendors for them,[object Object],Web Analytics now has a Standards Doc for basic metrics such as Visits, Unique Visitors, Bounce Rate, etc. http://webanalyticsassociation.org/attachments/committees/5/WAA_Web_Analytics_Definitions_20080922_For_Public_Comment.pdf,[object Object],Social Media  - much more problematic, field is still in it’s infancy, most vendors of SM Tool platforms/vendors do not want to sit down at the same table and discuss a common set of standards for a variety of reasons.,[object Object],What does the future hold?,[object Object]
Social Media Monitoring 2012….,[object Object],Future Social Media Monitoring 2 years out …..,[object Object]
Future of the Social Web,[object Object],Based on a Forrester Report –  I believe the milestones of the Social Web, above,  will also lead to vast improvements in measurement technology by 2012.,[object Object]
Meme Tracking becomes a common capability of select paid and free tools,[object Object],Along with the ability to act on data (great for PR, Political Outreach, Non-Profits),[object Object],……what if Crimson Hexagon also collected the Twitter accounts of each opinion along with the opinion mapping?  I know they have the data, with a 75% to 80% accuracy, at this time, of mapping snippets to the actual opinion categories, and 3% error rate in drawing out the percentages of each category – why couldn’t they take a stab at matching it up … webmetricsguru.com blog,[object Object]
Integration of Social Media Tools with Web Analytics, CRM, Search Query Data, etc.,[object Object],Google will accelerate the merging of Social Media, Web Analytics and Search – by integrating Social Media Monitoring into Google Analytics producing a shakeout in the Monitoring Platform community.,[object Object],Google’s entrance into the Analytics field through purchasing Urchin in 2005 put pressure on all the high end WA platforms (Omniture, Coremetrics, WebTrends) leading to the sale of Omniture to  Adobe recently , and declining sales– expect the same results in SM field ,[object Object]
 ….. Pairing up Web Analytics Guru type, Creative  and Social Media Community Managers  into teams to create and track social media campaigns.,[object Object],Social Media tools  merge more and more with Site Analytics and Search Tools.,[object Object],Social Media  ROI will began to be “cracked”.,[object Object],New Social Media “Teams” formed,[object Object]
Social Media Reputation monitoring on Google SideWiki comments.,[object Object],Google SearchWiki comment tracking working it’s way into Radian6 and other Tracking Platforms.,[object Object],Google Caffeine update continues to accelerate real time search results and feeds Google with data it can pump into Google Analytics.,[object Object],Social Media Monitoring tools will evolve to monitor Google Waves.,[object Object],Businesses will adopt Social Media via the Real Time Search Results – they will have no choice but to do so.,[object Object],Social Search will fuel development of new Social Media Monitoring Capabilities, such as,[object Object]
Through studying what is happening in Web Analytics and Search Marketing in the last two years it’s possible to make some reasoned assumptions on the future of Social Media Monitoring as a field, within the next two years.,[object Object],1.  Merging Social Media Strategy and Monitoring with Business Intelligence, much as Web Analytics evolved toward, today (see http://blog.webanalyticsdemystified.com/weblog/2009/10/are-you-ready-for-the-coming-revolution.html ),[object Object],Evolution of Social Media Monitoring as a field,[object Object]
2. Maturation of a common set of Social Media Standard definitions (i.e.: what is “engagement” and how is it measured? “What is a conversation, etc) for platforms and vendors – Scorecarding will evolve towards a unified dashboards. http://thisisbeta.influencescorecard.com/,[object Object],Evolution of Social Media Monitoring as a recognized field,[object Object]
3. Today we’re locked into platforms and vendors even though they are pulling the same data off the web.  In two years time it’s possible that we will be able to assemble and customize our own monitoring platforms with off the shelf, modular tools.,[object Object],Open Sourced, modularized,  Social Media Monitoring tools,[object Object]
Facebook to provide Behavioral Targeting and anonymous  data, porting it into some Social Monitoring tools.,[object Object],4. Radian6 and Alterian are beginning to receive Facebook data, expect much more data to be provided, including meaningful Influencer Mapping.,[object Object],5. Real time alerts will be built into Facebook – much as they have now been built into Google Analytics.,[object Object],6.  Social Media budgets will be more closely aligned with Paid and Organic Search budgets, due to the inclusion of Social Search in Google and Bing.  ,[object Object],7. Monitoring Analytics for Social Media will be funded as part of the marketing budgets in many corporations.,[object Object]
8. Currently, there is nothing in Social Media that matches WordTracker for SEO (or a dozen other tools) – Social Media is about conversations, not driven as much by keywords.   ,[object Object],9. Today, Word Clouds are the closest thing to a keyword tool for Social Media – but, by 2011, a real set of keyword tools will be released that will allow for optimization of Social Media the same way Search Copy and Search Ads are optimized. ,[object Object],The first true “keyword tools” for Social Media will be released.,[object Object]
What else lies ahead for Social Media Monitoring  – hard to tell,[object Object],Inflection Point – once Social Media is fully accepted – will Social Media Monitoring be used as commonly as Google Analytics is used today? ,[object Object],Event Horizon  - are we too close to the Social Media and Social Monitoring to fully predict where it’s going to be  in the 2012?,[object Object]
Marshall Sponder,[object Object],Webmetricsguru.com ,[object Object],Now.Seo@gmail.com,[object Object],@webmetricsguru,[object Object],Gtalk: now.seo,[object Object],AIM: mlsiggaes,[object Object],Skype: marshallsponder,[object Object],For more information,[object Object]

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The Future Of Social Media Monitoring Marshallsponder

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Editor's Notes

  1. See http://www.webmetricsguru.com/archives/2009/07/forrester-wave%e2%84%a2-social-media-listening-platforms-q1-2009/ and http://www.nielsen-online.com/emc/0901_forrester/The%20Forrester%20Wave%20Listening%20Platforms%20Q1.pdf for the actual results.
  2. Forrester believes the current crop of platforms function in silos. As far as sentiment analysis – it would seem that it needs no formal definition, but it does. In terms of what a conversation is for social media purposes, there is no formal definition, nor is there a formal definition on how conversations are counted and measured.
  3. See my post on http://www.webmetricsguru.com/archives/2009/09/how-people-feel-about-health-care-reform-and-the-public-option/ the public option . Meanwhile, this example, above, compares the same exact queries for a profile on Havana Central restaurant chain in Crimson Hexagon and Alterian – the results don’t come close to matching. … maybe it comes down to picking and choosing the version of the truth you want to believe – similar to Quantum Mechanics or Quantum Physics.
  4. See http://www.webmetricsguru.com/archives/2009/07/free-problems-and-social-media-forensics-using-radian6-and-blogpulse/
  5. Refer to http://www.webmetricsguru.com/archives/2009/09/social-media-campaigns-take-time-3-months-1-year-for-results/
  6. Refer to http://www.webmetricsguru.com/archives/2009/06/combining-topic-aggregation-from-blogpulse-with-radian6-and-sm2techrigy-going-one-step-further/ A lot of information – much of it meaningless chatter – must use your own insight to make meaning out of it.
  7. Talk about your experiences at the Web Analytics Association leading Social Media.
  8. http://www.webmetricsguru.com/archives/2009/10/looking-forward-to-monitoring-social-media-09-in-london-part-2-%e2%80%93-november-17th/
  9. http://www.webmetricsguru.com/archives/2009/07/forrester-wave-web-analytics-then-and-now/
  10. See http://www.webmetricsguru.com/archives/2009/10/evolution-of-search-results-turns-social/