The Future Of Social Media Monitoring Marshallsponder
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

The Future Of Social Media Monitoring Marshallsponder

on

  • 32,705 views

My presentation on the Future of Social Media Monitoring - 2 years out - at Monitoring Social Media 09

My presentation on the Future of Social Media Monitoring - 2 years out - at Monitoring Social Media 09

Statistics

Views

Total Views
32,705
Views on SlideShare
23,583
Embed Views
9,122

Actions

Likes
102
Downloads
1,106
Comments
14

61 Embeds 9,122

http://socialmediatoday.com 2899
http://www.webmetricsguru.com 2675
http://www.socialmediatoday.com 1067
http://www.monitoring-social-media.com 557
http://vizedhtmlcontent.next.ecollege.com 416
http://crueltobekind.org 222
http://monitoring-social-media.com 206
http://blog.wobot.ru 154
http://adamhcohen.com 153
http://grown-up-digital.posterous.com 116
http://www.demainlaveille.fr 116
http://www.slideshare.net 114
http://www.branding-viral.fr 47
http://fredericguarino.net 36
http://sun0.pe.kr 34
http://www.culture-buzz.fr 33
http://vint.sogeti.nl 27
http://www.satisfactionsecrets.com 26
http://www.coffeewithharrison.com 21
http://seochicago.wordpress.com 20
http://www.socialfish.org 16
http://thx4playing.blogspot.com 15
http://www.marcomontemagno.com 14
http://www.culture-buzz.com 14
http://www.linkedin.com 13
http://translate.googleusercontent.com 10
http://fredericguarino.tumblr.com 10
http://cfuerstenau.posterous.com 10
http://countup.posterous.com 9
http://www.vanksen.fr 7
http://wobotwobot.tumblr.com 7
https://www.linkedin.com 5
http://www.artnewyorkcity.com 5
http://bulentongun.posterous.com 4
http://wmgsi.shift2inbound.com 4
http://webcache.googleusercontent.com 3
http://pr1vacy.blogspot.com 3
http://feeds.feedburner.com 3
http://wildfire.gigya.com 2
file:// 2
http://projectbrama.blogspot.com 2
http://www.itsdevelopmental.com 2
http://www.vanksen.com 2
http://twitter.com 2
http://kalooz.com 2
http://www.socialtivity.net 2
http://smnotes.posterous.com 1
https://www.google.com 1
http://www.lmodules.com 1
http://74.125.77.132 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 14 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Spy monitoring online
    Spy control
    To know where are your parents, partners, friends, and more!!!

    NO TE DEJES ENGAÑAR - CONTROL TOTAL
    www.controlespia.wordpress.com
    www.celosasycelosas.webs.com
    Are you sure you want to
    Your message goes here
    Processing…
  • media monitoring
    Are you sure you want to
    Your message goes here
    Processing…
  • A lot of information there. BTW, I’m Ana Mui Stanley, working on my latest site on lyrics, www.lyrics-search.org/ . I enjoy reading the slide.
    Are you sure you want to
    Your message goes here
    Processing…
  • Smart way of presentation. Good work.

    John
    www.freeringtones.ws/
    Are you sure you want to
    Your message goes here
    Processing…
  • I think I saw it before a long time ago, but I didn't get it... I don't recall it. Anyway, thanks for uploading

    Regards
    Anisa
    http://phonehut.info
    http://www.jpolls.net
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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.
  • 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.
  • 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.
  • See http://www.webmetricsguru.com/archives/2009/07/free-problems-and-social-media-forensics-using-radian6-and-blogpulse/
  • Refer to http://www.webmetricsguru.com/archives/2009/09/social-media-campaigns-take-time-3-months-1-year-for-results/
  • 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.
  • Talk about your experiences at the Web Analytics Association leading Social Media.
  • http://www.webmetricsguru.com/archives/2009/10/looking-forward-to-monitoring-social-media-09-in-london-part-2-%e2%80%93-november-17th/
  • http://www.webmetricsguru.com/archives/2009/07/forrester-wave-web-analytics-then-and-now/
  • See http://www.webmetricsguru.com/archives/2009/10/evolution-of-search-results-turns-social/

The Future Of Social Media Monitoring Marshallsponder Presentation Transcript

  • 1. The Future of Social Media Monitoring
    Marshall Sponder
    Webmetricsguru.com
    Monitoring Social Media 09
    London – November 17th, 2009
  • 2. Current Situation : Social Media Monitoring Platforms
    Forrester Wave Q1 09
    “ …. 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
    “…. 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.
  • 3. Only the largest platforms were listed
    … Additionally, vendors included met two specific selection criteria:
    Corporate revenues in excess of $10 million
    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
  • 4. What “conversations are” – except Liz Strauss (but, no formal definition yet on how conversations are measured)
    The current definition of positive, negative or neutral opinion (sentiment)
    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 ……
    Meaningful consulting services to help businesses engage with the data they are collecting.
    And no one defined…..
  • 5. Sentiment Analysis, today – too much like Quantum Physics
    Crimson Hexagon
    Alterian/Techrigy/SM2
    Same profile, same exact query
  • 6. Influencer Lists – very noisy
    Who are the main influencer’s behind Chris Anderson’s FREE book?
    TechDirt’s Mike Masnick? Gawker Media’s Ryan Tate? Malcolm Gladwell doing a favor for his friend, Chris Anderson?
    Radian6 Influencer lists take a lot of work to get much useful out of them.
  • 7. Social Media Campaigns take 3 months to 1 year to show tangible results …. What should we monitor to show success?
    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.
    No clear idea on how much to spend for Social Media
    No standards on what Social Media is and how it would be measured.
    Today, 99% of the time ,Social Media takes a long time before you see any results
  • 8. Most Social Media Platforms not capable of advanced Semantic Analysis/Meme Clustering
    Radian6
    Alterian
    Blogpulse
    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
    Crimson Hexagon
  • 9. Awful Geo-Location capabilities
    Finding Local Blogs and Bloggers
    Alterian
    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.
  • 10. Social Media Monitoring Solutions Wiki - http://ow.ly/x5cL
    A lot of overlap between “free” vs. “paid” social media tools
    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?
  • 11. No Standards for Social Media and little desire from SM vendors for them
    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
    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.
    What does the future hold?
  • 12. Social Media Monitoring 2012….
    Future Social Media Monitoring 2 years out …..
  • 13. Future of the Social Web
    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.
  • 14. Meme Tracking becomes a common capability of select paid and free tools
    Along with the ability to act on data (great for PR, Political Outreach, Non-Profits)
    ……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
  • 15. Integration of Social Media Tools with Web Analytics, CRM, Search Query Data, etc.
    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.
    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
  • 16. ….. Pairing up Web Analytics Guru type, Creative and Social Media Community Managers into teams to create and track social media campaigns.
    Social Media tools merge more and more with Site Analytics and Search Tools.
    Social Media ROI will began to be “cracked”.
    New Social Media “Teams” formed
  • 17. Social Media Reputation monitoring on Google SideWiki comments.
    Google SearchWiki comment tracking working it’s way into Radian6 and other Tracking Platforms.
    Google Caffeine update continues to accelerate real time search results and feeds Google with data it can pump into Google Analytics.
    Social Media Monitoring tools will evolve to monitor Google Waves.
    Businesses will adopt Social Media via the Real Time Search Results – they will have no choice but to do so.
    Social Search will fuel development of new Social Media Monitoring Capabilities, such as
  • 18. 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.
    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 )
    Evolution of Social Media Monitoring as a field
  • 19. 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/
    Evolution of Social Media Monitoring as a recognized field
  • 20. 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.
    Open Sourced, modularized, Social Media Monitoring tools
  • 21. Facebook to provide Behavioral Targeting and anonymous data, porting it into some Social Monitoring tools.
    4. Radian6 and Alterian are beginning to receive Facebook data, expect much more data to be provided, including meaningful Influencer Mapping.
    5. Real time alerts will be built into Facebook – much as they have now been built into Google Analytics.
    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.
    7. Monitoring Analytics for Social Media will be funded as part of the marketing budgets in many corporations.
  • 22. 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.
    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.
    The first true “keyword tools” for Social Media will be released.
  • 23. What else lies ahead for Social Media Monitoring – hard to tell
    Inflection Point – once Social Media is fully accepted – will Social Media Monitoring be used as commonly as Google Analytics is used today?
    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?
  • 24. Marshall Sponder
    Webmetricsguru.com
    Now.Seo@gmail.com
    @webmetricsguru
    Gtalk: now.seo
    AIM: mlsiggaes
    Skype: marshallsponder
    For more information