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Social Media Monitoring Tools – an overview
Stefan Betzold | pier314 GmbH | www.pier314.de | twitter: @stefanHH

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How well do you know your customer?
 and what they’re saying about  in the social media universe
- your product? - in blogs?
- your brand? - in boards and forums?
- your reputation? - in social networks?
- your competition? - on microblogs like Twitter?
© 2009 pier314 GmbH 1

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Why is this important?
 the Kryptonite Case
2
© 2009 pier314 GmbH 2

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Webmonitoring in German Companies
a study
© 2009 pier314 GmbH Source: WebKnow Studie 2008, Universität Köln 3

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Elements: activity analysis
 Overview of activity in the Social
Media space
 Compare trends across different
social media platforms
 Analyse trends against competing
brands and products
 Identify peaks in the conversation
related to certain events
© 2009 pier314 GmbH 4

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Elements: Understand Demographics
 Analyse demographic overviews of
active users and voices e.g. Gender,
Age
 Identify main locations for activities:
Geo-location with mapping
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Elements: Understand Sentiment
 Estimation of positive/negative
responses
 Automatic and/or manual
sentiment analysis
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Elements: Identify Key Influencers
 Identify key influencing blogs, sites
and/or users for every topic
 Connect with influencer information
and profiles
 Enable direct communication with
influencers
© 2009 pier314 GmbH 7

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Elements: Identify related topics
 View tag clouds, themes, trends
 Identify most relevant contextual
keywords
 Estimate emotions based on
sentiment analysis
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Elements: Share Intelligence
 Automated report generation and
distribution via email and RSS
 Drill down to individual results and
details
 Export analysis
© 2009 pier314 GmbH 9

11.
Steps for Social Media Monitoring
Listening: Discovering Measuring: Monitoring, Engaging: Active dialog
real-time and relevant, analyzing and tracking with customers and
consumer conversations those conversations tracking/tagging
comments for further use
© 2009 pier314 GmbH Copyright © 2009 Radian6
6/25/2009- 10
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Step 1:
Listen to your customer´s voice
A variety of free tools is available
to listen to your customer´s voice, e.g.
Listening  Blog Searches
(Technorati, Google Blog Search, Twingly)
 Twitter-Monitoring
(Twitter search, tweetscan)
 Search-Tools
(Google Insights, Google Trends)
 Aggregator Tools
(SocialMention, StepRep, Filtrbox)
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Technorati Blog Search
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Technorati Blog Search
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Google Blog Search
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Twingly Blog Search
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Social Mention Search
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Filtrbox Media Monitoring
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Blogpulse Blog Monitoring
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Addict-o-matic aggregator
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Steprep reputation monitoring
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Step 2:
Measure and analyze the conversations
A growing set of professional tools and
Services is offering monitoring solutions to
Measuring enable and facilitate the analysis, e.g.
 Radian6
 Techrigy SM2
 Socialradar
 Synthesio
 Biz360
 Visible Technologies TruCast
 BuzzLogic
 Cloudtracker
 Bluereport
© 2009 pier314 GmbH 21

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Trackur keyword monitoring
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Scoutlabs Social Media Monitoring
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Scoutlabs Social Media Monitoring
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Scoutlabs Social Media Monitoring
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Scoutlabs
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Radian 6
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Radian 6
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Radian 6
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Radian 6
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Radian 6
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Techrigy SM2
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Techrigy SM2
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Techrigy SM2
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Techrigy SM2
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Techrigy SM2
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Techrigy SM2
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Synthesio (FR)
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Synthesio (FR)
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Synthesio (FR)
© 2009 pier314 GmbH 40

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Visible Technologies (US)
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Infegy Socialradar
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Infegy Socialradar
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Infegy Socialradar
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Infegy Socialradar
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Infegy Socialradar
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blueReport (CH)
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blueReport (CH)
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Cloudtracker.fm (currently in alpha)
German tool specialized on Entertainment
© 2009 pier314 GmbH 49

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Cloudtracker.fm (currently in alpha)
German tool specialized on Entertainment
© 2009 pier314 GmbH 50

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Step 3:
React to the customer feedback!
Reacting on positive and/or negative entries,
statements, postings or customer queries
Engaging  Company or CEO statements on
complaints
 Using customer feedback for product
improvements and bug fixing
 Using customer ideas for product
innovations and developments
 Reacting on customer questions
 etc.
© 2009 pier314 GmbH 51

53.
The power of Engaging:
The Domino Pizza Case
© 2009 pier314 GmbH 52

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The power of Engaging:
The Domino Pizza Case
© 2009 pier314 GmbH 53

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Sentiment Analysis on Domino Pizza
Video on youtube answer on youtube
© 2009 pier314 GmbH 54

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Engage?
Do you react to negative statements?
© 2009 pier314 GmbH Source: WebKnow Studie 2008, Universität Köln 55

57.
The Power of Reputation
„It takes 20 years to build a reputation
and five minutes to ruin it.
If you think about that,
you'll do things differently.“
(Warren Buffett)
© 2009 pier314 GmbH 56

58.
Thank You! | @stefanHH