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Social Listening Tools: The Good, the Bad and the Ugly (Jackie Cuyvers, Convosphere)

Presentation by Jackie Cuyvers, Convosphere, at the 20 June 2019 CX Emotion conference (

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Social Listening Tools: The Good, the Bad and the Ugly (Jackie Cuyvers, Convosphere)

  2. 2. “Social Listening” is the process of using online conversation to answer business questions with actionable insight.
  3. 3. “Social Intelligence” is the application of using social listening insights to making data-driven decisions.
  4. 4. Developing insights isn’t as simple as having a platform
  5. 5. Insight generation, from social data or any kind of data, remains a human activity
  6. 6. ü Data volume ü Years of historical data ü The number of monthly queries ü Volume of results returned ü Seats or users ü Features ü Logos
  7. 7. How does it handle Boolean queries. How many operators are there?
  8. 8. Languages Markets Industries
  9. 9. How do they determine age, gender and location?
  10. 10. How good is the built in analysis?
  11. 11. True insight comes from digging deeper
  12. 12. Plutchik’s Wheel of Emotions provides a framework for deeper analysis
  13. 13. Purchase Intent Brand Choice Customer Satisfaction User Adoption Switch / Loyalty Adherence / Churn Emotional insights help you understand the drivers/barriers of your stakeholders
  14. 14. How easy is it to get the data out?
  15. 15. Use tools in combination to enrich your data set
  16. 16. • Understand your use-cases to define what metrics or features are most important for your business • Ensure the right stakeholders are included in the decision making • Leverage tools that have additional industry efficiencies • Don’t expect the tool to deliver insights- people do • Take the data out of the tool - and put it in context of other data sets • Don’t be afraid to integrate or layer tools
  17. 17. Hammersmith, London +44 (0)203 8580235 @Convosphere Thank You