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Social Media Disovery


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Some slides I pulled together on discovering social media content with an international rather than North American slant

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Social Media Disovery

  1. 1. SOCIAL MEDIA RESEARCH DIGITAL Waggener Edstrom Worldwide I Ged Carroll I 29 01 2008
  2. 2. IN THIS PRESENTATION <ul><li>Social media discovery </li></ul><ul><ul><li>Brief </li></ul></ul><ul><ul><li>Approach to research </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>Social media monitoring </li></ul><ul><li>Premium social media tools </li></ul>
  4. 4. THE BRIEF <ul><li>Understand what it is that we actually want to find out: </li></ul><ul><li>Do we want a global picture? </li></ul><ul><li>Do we want a UK picture? </li></ul><ul><li>A European picture? (If so what does Europe mean?) </li></ul><ul><li>How visible is the client? </li></ul><ul><li>Is a competitor analysis required? </li></ul><ul><li>What kind of social media are we looking at? </li></ul><ul><li>Baseline is looking at their position on Google and examining inbound links </li></ul><ul><li>B2B will tend to be blogs and possibly twitter, LinkedIn or Xing </li></ul><ul><li>B2C likely to be all of the above, plus flickr, Facebook, YouTube </li></ul>
  5. 5. SOCIAL MEDIA DISCOVERY Increasing complexity and granularity Baseline Search B2B B2C Global Google Yahoo! Site Explorer Google search-based keyword tool Google keyword tool Google Blog Search Quarkbase Icerocket Google video search Facebook search Quarkbase Twitter search Icerocket Flickr search UK Google Yahoo! Site Explorer Google search-based keyword tool Google keyword tool Britishblogs Quarkbase Google Blog Search Google video search Britishblogs Quarkbase Google Blog Search Facebook search Twitter search Google video search Flickr search Europe Google Yahoo! Site Explorer Google search-based keyword tool Google keyword tool Twingly Quarkbase Google Blog Search Google video search Twingly Microblog search Quarkbase Google blog search Google video search Flickr search
  6. 6. GOOGLE <ul><li>7 out of 10 web journeys start from search, so Google is the best place to start </li></ul><ul><li>For local searches (UK, Germany etc) the local Google site is best. Search engines have the one global index but optimise results for local markets </li></ul><ul><li>Searches can be filtered and refined to tease out results </li></ul>
  7. 7. GOOGLE SHORT CUTS <ul><li>“” exact phrase: “Ged Carroll” </li></ul><ul><li>- Excluded words: “Ged Carroll” </li></ul><ul><li>-Waggener </li></ul><ul><li>~ Similar words: ~mobile phone will provide results including cellphone cellular etc </li></ul><ul><li>OR either: “Ged Carroll” or “renaissance chambara” </li></ul><ul><li>… Number range: “Ged Carroll 2006…2008 </li></ul><ul><li>define: Definition – define:PR gives links to definitions of PR </li></ul><ul><li>site: site-specific search – “Windows Vista” </li></ul><ul><li>link: finds webpages with links to a site or web page – </li></ul><ul><li>1+1 Search engine as calculator </li></ul><ul><li>m in foot conversions of different units </li></ul>
  8. 8. GOOGLE SHORT CUTS CONTINUED <ul><li>filetype:pdf Type of file: “cathedral and the bazaar” filetype:pdf </li></ul><ul><li>01295 find out where an area code is </li></ul><ul><li>YHOO stock ticker symbol </li></ul><ul><li>time in - Local time in another major city: time in Tokyo </li></ul><ul><li>Shenzhen: info – get the skinny from Wikipedia on a particular subject </li></ul><ul><li>Inurl: unsure on the exact – for instance to find presspass - inurl:presspass </li></ul><ul><li>100 GBP in USD currency convertor </li></ul>
  9. 9. SEARCH <ul><li>In search you are trying to discover: </li></ul><ul><li>Who links to a clients site or a competitor: is there any crossover? Are there any back-links? </li></ul><ul><li>What words Google associates with their site </li></ul><ul><li>What other ‘key words’ should be associated </li></ul><ul><li>You can infer other information based on the value of the words, amount of searches and and the semantics of similar words </li></ul>
  10. 10. QUARKBASE <ul><li>Think of Quarkbase as a social media dashboard that provides a temperature reading across a wealth of different sites </li></ul><ul><li>You have to view the data holistically but you can infer a lot of information about a site from it </li></ul>
  11. 11. BRITISH & EUROPEAN SEARCH <ul><li>There isn’t a definitive way of separating sites by their location </li></ul><ul><li>Most of Europe is easy because of the linguistic differences </li></ul><ul><li>With English you need to think about the semantics of language: </li></ul><ul><li>colour vs color </li></ul><ul><li>grey vs gray </li></ul><ul><li>sulphur vs sulfur </li></ul><ul><li>Otherwise its hard work </li></ul>
  13. 13. SOCIAL MEDIA MONITORING <ul><li>Many of the search tools looked at earlier will provide an RSS feed for future finds </li></ul><ul><li>This can convert our snapshot into a moving picture – monitoring </li></ul><ul><li>Using Yahoo! Pipes we can machine translate foreign articles and merge RSS feeds to provide a monitoring stream. Creating a ‘pipe’ is as easy as creating a flow chart in PowerPoint </li></ul>
  14. 14. PREMIUM SOCIAL MONITORING <ul><li>There is over 150 different services with different levels of sophistication that you can subscribe to varying in price from hundreds to thousands of dollars per month </li></ul>
  15. 15. GED CARROLL Waggener Edstrom Tower House 10 Southampton Street London, WC2E 7AH, UK [email_address] +44 (0)20 7632 3800 WAGGENER EDSTROM WORLDWIDE OFFICES Europe: Brussels . London . Munich . Paris Asia: Beijing . Hong Kong . Singapore North America: Austin . Boston . Dallas . New York . Portland . San Francisco . Seattle . Washington Dc
  16. 16. © Waggener Edstrom Worldwide 2008