SMM Not S&M - Taking the Pain Out of Social Media Monitoring

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Brandwatch Account Director Andy Keetch's talk at the Content Marketing Show 2012 in London. Focused on the theme of 'taking the pain out of social media monitoring'. www.brandwatch.com

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SMM Not S&M - Taking the Pain Out of Social Media Monitoring

  1. 1. IT’S SMM not S&M: taking the pain out of socialmedia monitoringNovember 2012ANDY KEETCH: am@brandwatch.com | Tel: +44 (0)1273 234 290
  2. 2. SIZE ISN’T THE ONLY THING THAT MATTERS * * SORRY.© 2012 Brandwatch | www.brandwatch.com 2
  3. 3. London Underground Conversation over time Announcement Tube strikes 2500 that Boxing Day strike will go Details released ahead / Channel of new salary 4 announce they deal for train will take over drivers / Underground Complaints of Reports that TFL 2000 delays in Oyster screens on NYE plan to cut jobs card deliveries and close ticket Reports of TFLVolume of mentions per day accounts Union offices showing a announces plans surplus to strike on Boxing Day 1500 1000 500 0• The chart above shows the volume of all conversation about the London Underground• It shows natural peaks and troughs, reflecting a normal drop in conversation at the weekends• The peaks in conversation throughout the year were mostly related to the ongoing dispute between drivers’ unions and TFL over pay and strikes.© 2012 Brandwatch | www.brandwatch.com 3
  4. 4. London Underground Conversation by day 4000 3500 3000 Average volume of mentions 2500 2000 1500 1000 500 0 • The above chart shows conversation about the London Underground per day, as an average of the volume of conversation on Twitter about London Underground per day over the reporting period. • Conversation about the London Underground peaks on a Thursday, but is generally at the same level during working days. Conversation drops over the weekend.© 2012 Brandwatch | www.brandwatch.com 4
  5. 5. London Underground/ Conversation by hour 1800 1600 1400 Average volume of mentions 1200 1000 800 600 400 200 0 Hour of day • The above chart shows conversation about the London Underground per hour, as an average of the volume of conversation on Twitter about London Underground per hour over the reporting period. • Conversation about the London Underground increases each day during rush hour times – generally between 8-10 AM and 4-6 PM. Conversation drops dramatically overnight.© 2012 Brandwatch | www.brandwatch.com 5
  6. 6. Topic Cloud: What do people already think aboutyou© 2012 Brandwatch | www.brandwatch.com 6
  7. 7. Categorise: keep track of the conversation© 2012 Brandwatch | www.brandwatch.com 7
  8. 8. Competition: keep an eye out for the competition© 2012 Brandwatch | www.brandwatch.com 8
  9. 9. “"Most people use statistics the way a drunkard uses a lamp post, more for support than illumination”** Mark Twain© 2012 Brandwatch | www.brandwatch.com 9
  10. 10. Plan your reporting1. Define clear objectives from the outset2. Review your traditional reporting3. What do the Execs want to see4. Focus on the results and what drives them5. Get your hands on the data6. Be flexible and responsive© 2012 Brandwatch | www.brandwatch.com 10
  11. 11. Pasty Tax© 2012 Brandwatch | www.brandwatch.com 11
  12. 12. Refine pasties AND (price OR "VAT" OR "fat tax" OR tax)© 2012 Brandwatch | www.brandwatch.com 12
  13. 13. Refine pasties AND (price OR "VAT" OR "fat tax" OR tax) NOT (boobie OR tassels OR recipes)© 2012 Brandwatch | www.brandwatch.com 13
  14. 14. Making sense of the noise http://www.brandwatch.com/social-media-monitoring/© 2012 Brandwatch | www.brandwatch.com 14
  15. 15. Gather/Clean/Analyse/Present http://www.brandwatch.com/social-media-monitoring/© 2012 Brandwatch | www.brandwatch.com 15
  16. 16. “Reality is easily accessible data. But you have to frame the right questions.” ** Scott Thomson, Head of Research, HyperNaked. October 2012.© 2012 Brandwatch | www.brandwatch.com 16
  17. 17. CONTACTEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 17

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