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Niall O Malley Kukutana – Social Media Cafe


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Niall O Malley Kukutana – Social Media Cafe

  1. 1. Kukutana – social media cafe 29.01.10 Listening online
  2. 2. Context <ul><li>Relationship between online and offline (on 10% of WOM is online) </li></ul><ul><li>Social media spend is growing, so will options for measurement </li></ul><ul><li>Still no robust link to ‘propensity to buy’ </li></ul><ul><li>Still no theory as to how much more powerful negative sentiment is positive sentiment </li></ul>
  3. 3. Big questions <ul><li>Sentiment analysis – it’s not perfect, so what? </li></ul><ul><li>Real-time deep analysis – is it that important? </li></ul><ul><li>How can we rationalise powerful influencers? </li></ul><ul><li>How can qual. data compliment quant.? </li></ul><ul><li>Are some languages more influential? </li></ul>
  4. 4. Some useful tools... <ul><li>  – track consumer interest (i.e. search volume) over time and by geography </li></ul><ul><li>  </li></ul><ul><li>  – monitor ongoing trends on Twitter, online news, blogs and lots more. </li></ul><ul><li> - identify conversations and influencers on discussion forums </li></ul><ul><li>   – a good tool for tracking conversations across various social media channels, and provides some automated analysis </li></ul><ul><li> – a new but very promising tool for measuring influence on Twitter and discovering who are the most influential users discussing your brand/keywords </li></ul><ul><li>  – [PAID FOR] global research on the online and social media behaviours/attitudes of 32,000 consumers in 16 largest markets </li></ul><ul><li>  – [PAID FOR] global best of the social media monitoring dashboard – less spammy than most, good influencer ranking system </li></ul>