We are Social - The Hidden Cost of Social Media Monitoring

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We are Social - The Hidden Cost of Social Media Monitoring

  1. 1. Deus ex machina The hidden cost of social media monitoring
  2. 2. we are social
  3. 3. we are a conversation agency
  4. 4. social media We help brands
  5. 5. social media With three practice areas
  6. 6. 60 specialists spread across 4 offices We’re an international team we are social
  7. 7. With a diverse range of clients
  8. 8. The machine
  9. 9. Choosing a technology partner
  10. 10. Evaluation criteria • Sources – Blogs, Twitter, forums, multimedia, news, comments, reviews, etc. • Geographic analysis • Boolean search, proximity, wildcards • Sentiment analysis – automated, manual • Influencer identification, authority analysis • Multilingual support • Graphing and charting • Text analytics, wordclouds • Data export, CSV/PDF • Email alerts • Add sources • Track groups, specific URLs • Spam filtering
  11. 11. Evaluation critera Sysomos (Map) Sysomos (Heartbeat) Radian6 Brandwatch Scoutlabs Alterian SM2* Attensity3 60* Nielsen* Blog, forums, Twitter ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Geography (US, UK, FR) ✔ ✔ ✔ ✔ ✗ ✔ ✗ ✔ Multiple languages ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✔ Data availability 2 years 30 days 30 days 60 days 6 months 2.5 years 30 days 2 years Sentiment ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Proximity ✔ ✔ ✗ ✔ ✗ ✗ ✔ ✔ Influence ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✗ Alerts ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗ Workflow ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗
  12. 12. Advanced considerations • Workflow management: disseminate and assign conversations within your organisation • Social CRM: Buzz tracking with CRM to create a ‘single view’ of the customer • Response: Across any conversation from a single dashboard
  13. 13. The machine
  14. 14. The hidden cost
  15. 15. The machine doesn’t operate itself
  16. 16. for example…
  17. 17. Setting up search queries • (Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -subject:"Clockwork Orange" -"orange box" -subject:"orange box" -juice -subject:juice -fruit -subject:fruit -peel -subject:peel -"Orange Wednesday" -subject:"Orange Wednesday" -"orange county" -subject:"orange county" -"clock work orange" -subject:"clock work orange" -"orange ink" -subject:"orange ink" -"bright orange" -subject:"bright orange" -"dark orange" -subject:"dark orange" -"light orange" -subject:"light orange" -("color orange"~3) -subject: ("color orange"~3) - ("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay- as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T- mobile" OR T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )
  18. 18. Categorising conversations
  19. 19. Global vs. Regional
  20. 20. Reporting
  21. 21. Example report
  22. 22. Social media analysis
  23. 23. Assess the most appropriate response (e.g. leave, respond publicly, respond privately, escalate). Assign responsibility via online ticketing system Make sense of the conversation - filter for items we can respond to, remove off-topic conversation, categorise each item Listening & responding Identify those that are asking questions, posting comments, engaging in conversation Review monthly report for insights and actionable intel. Longer term, identify trends to help guide future strategy.
  24. 24. Remember • The technology is just an enabler • Success or failure is driven by the expertise and level of resource you can apply • Everyone loves lolcats
  25. 25. Thanks robin@wearesocial.net @robingrant

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