Conference notes from Monitoring Social Media 2010 Paris #msm10 with Brian Solis

1. Conference summary
Tweet hashtag: #msm10
Notes by: @JoakimNilsson
Brian Solis
● By monitoring Social Media I Challenge the way you do business
● I don’t speak “to” you but also “through” you
● The conversation prism comes up. How does people use the social web, where are
they?
● Mentions, keywords, sentiments, share of voice, share of conversation (shelf space),
reach
● 30-day listening report: email brian to get the template
● Data is just data without analysis. We have to understand that listening alone is
not enough. Listening could lead to ambvialence. You have to have a process and
organisation in place, not to react, but lead.
● Its very entry level to just listen and respond. That means you are just competing for
the “moment”. You need to compete for the future and become a leader.
● Failing to plan is planning to #fail
● Zappos was engineered by design to be successful, to be human. “We studied all
companies and found that them looking for a higher purpose rather than profit where
more successful” - Only when you’ve done that you can get your customer on twitter,
you have something to tell the world.We have to rethink “social media”
● Your mission statement means nothing, how you act becomes your new mission
statement
● The 5 I’s of social: Intelligence, Insight, Ideation, Interaction, Influence
● Earn a position of influence in social media by following the model of Zappo’s
● It used to be “May I have you attention pls” - now it’s “May I have your intention pls”
● We will work for food empathy
● Once we truly hear our customers we are inspired by the empathy that develops simply
by being human
● We tend to look at segments, markets and demographics. When we listen, we see the

2. people, the individuals. You and me. “Pshycographics”
● Brian showed a sentiment word cloud from a big airline. Question to Brian: Do you still
fly them, do you avoid them because of your findings. To any cost? are they cheap at
least?
● Its not about putting a few people on twitter and facebook, the “wall”, but connecting to
the whole organisation: decision makers...
● Each person has their own “social graph” with mavens and connectors.
● You have to structure your whole organisation around it, this is where troubble starts.
CHANGE. Cutting the red tape, no one department can own social media. Every
department that has outside connection needs to be connected.
● The conversation workflow: get that slide
● Content... Context is going to be king
● Interest graph > an audience with audiences
● Apple doesn't even have a social strategy still people talk about them. because they’ve
designed the company and products around experiences to be shared and talked about.
You have to design your business around stuff people wants to share. Forget about
realtime, find righttime.
● ReSearch.ly > Starbucks: Bio word cloud, bio interest breakdown, bio findings (This is
their actual brand book... the one created by your customers and not your CMO) http:/
/www.briansolis.com/2010/12/introducing-research-ly-a-window-into-twitters-interest-
graphs/
● We used to think: reach, impressions, amplification. We need to think: Relevance,
Resonance, Significance. Competing for the moment is not good enough.
● The greatest re-tweets on twitter only last for about 1h
● Click-to-action
● The future of business is not created, it is co-created. Again, design your business
around sharing. This is your time to lead... not follow #engage
● Q&A: Which company did Brian last work for, and what was the result:
○ Work with leadership teams in companies re-designing their org. Swarowski:
how do you unite social media around consumers you want to touch. Run 6
campaigns targeted to different groups. F-commerce, store on facebook.Google:
22 ways to stay black.(That sounds like campaigns, how did you break the red
tape?)
○ Brian’s take on organisational change agent work: champions, what path do
they take? New design of the organisation. The champion becomes a politician.
Social media task force, advisory board. Which in turns influence the different
departments.

4. Giles Palmer - Brandwatch
Notes by: @JoakimNilsson,
● Sentiment analysis, how accurate is it? Most content on the web is natural. Sentiment
benchmarking scores are basically “bollocks”
● Who are my influencers and what's my sentiment, these are very complicated tasks
when you dig into it.
● Writing queries is incremental, if you write crap data you get crap data out
● How do you get the data set for "Orange" the French mobile operator :) It's about writing
the right queries.

5. ● Boiling influence down to a number is "bullshit", its a toy. It's sad that we measure cloud
score and influence. How can it be tangible.
● The smartest project we've done is taking a unstructured web team getting the data from
the social web and putting it in the organisation, getting the process in 'place to the right
people.
Gianandrea Fachini - BuzzDetector
Notes by: @JoakimNilsson
● Are there anything more human than conversations? Talks about Raimboullet and
her Chambre blue... how could she measure her influence? (Note: Gils Palmer from
Brandwatch opposed putting a number in influence)
● How do you measure a conversation and influence, something that is so not tangible.
○ Stop talk the language of the MBA folks. Talk the language of people. (How are
you selling this the corporate environment, the C-suites with MBA’s?)
○ Tone of conversations
● Analysing and understand the data collected from the conversations and mentions
● Product only available in Italian: http://www.buzzdetector.com/ (http://
www.buzzdetector.com/?page_id=48)
Keith Woods - Glide
Notes by:
● Finding what I find is easy, finding what I need is hard
● Making colourful charts is one thing, making sense of your data is something else

6. ● What the tool can do is one thing, one the people in front of the tool can do with the data
is another thing