7/5/2013 SCG Skyfollow.com 1
Social Media Sensing
(Analytics, listening, monitoring)
Listen [to the market’s state now]
be...
7/5/2013 2SCG Skyfollow.com
Why is Social Media Different?
• Social Media includes blogosphere, Facebook, Twitter, etc.
• ...
Media Markets: Economics of Attention
7/5/2013 SCG Skyfollow.com 4
The transition from 2008 to present
7/5/2013 SCG Skyfollow.com 6
Communications and Media are Intertwined
social originally implied “without brand involvement”
7/5/2013 SCG Skyfollow.com ...
What is Social Media Analytics?
Tools and methods that source data
automatically and allow you to see and
measure the conv...
Our [Old] World: Selling Stuff incoming actions funnel
7/5/2013 SCG Skyfollow.com 9
Blast it Out
Measure
Response
Determin...
Social Media Sensing  Improves Your Strategy
Actions Ranking
Decision Valuation
Adapt
Explore Discover
Media Types
Conver...
Who’s influencing your (Brand, Market)?
Who should? And why?
7/5/2013 SCG Skyfollow.com 11
Website Registered
InfluenceonM...
Segments custom defined
7/5/2013 SCG Skyfollow.com 12
0 50 100 150 200 250
Segment7
Segment13
Segment9
Segment18
Segment16...
Text from customer’s posts must be classified somehow
….then Companies adopt purposeful outreach Brand Voice
7/5/2013 SCG ...
Sample
Social Analytics
Note Avgs Can Lie
7/5/2013 SCG Skyfollow.com 14
Managing Influence: Which Bloggers have Conflicts by promoting (or
demoting) competing products? How influential are they?
Customize dashboards to tell Your story for Your Goals
Total Awareness Total Sales
Total Cost Total ROI per channel
Desired Categories of Analysis Define Filters which span multiple channels,
networks, and audiences
7/5/2013 SCG Skyfollow...
7/5/2013 SCG Skyfollow.com 18
Accumulated
Technology
Feature Matches
Highlights Peaks and Valleys of Interest, Concern, Fe...
Scg skyfollow social media sensing for skydeck part2
Scg skyfollow social media sensing for skydeck part2
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Scg skyfollow social media sensing for skydeck part2

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Introduction to social media sensing for the Berkeley Incubator Skydeck. Produced by Skyfollow Consulting Group. Social media Sensing, a more advanced form of social media analytics, social media listening, social media monitoring. Allows scalable intelligence for informing product, marketing, sales, and media strategy.

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Scg skyfollow social media sensing for skydeck part2

  1. 1. 7/5/2013 SCG Skyfollow.com 1 Social Media Sensing (Analytics, listening, monitoring) Listen [to the market’s state now] before you Act [product definition & release] Part 2 (Why it’s Different) June 10, 2013 for Skydeck.Berkeley.edu Chris Rigatuso cr@skyfollow.com +
  2. 2. 7/5/2013 2SCG Skyfollow.com Why is Social Media Different? • Social Media includes blogosphere, Facebook, Twitter, etc. • Social Media is people seeking people, and opinions, attempting to avoid ads from brands. Content strategy not Ad Strategy nor Promotion • It’s not just Push (One Way), and it does not always involve the Brands • It makes the Brands “Naked” i.e. vulnerable and exposed • Personality, Authentic, Expertise, Sharing motives drive success, sometimes • Social Media is Real time, Rich source of information on market participants: partners, customers, competitors. Its mostly text, but can be mined, analyzed and summarized and plotted.
  3. 3. Media Markets: Economics of Attention 7/5/2013 SCG Skyfollow.com 4
  4. 4. The transition from 2008 to present 7/5/2013 SCG Skyfollow.com 6
  5. 5. Communications and Media are Intertwined social originally implied “without brand involvement” 7/5/2013 SCG Skyfollow.com 7 Mindset Context Consideration Set Trust
  6. 6. What is Social Media Analytics? Tools and methods that source data automatically and allow you to see and measure the conversations and statistics about them, at scale and fast. 7/5/2013 SCG Skyfollow.com 8
  7. 7. Our [Old] World: Selling Stuff incoming actions funnel 7/5/2013 SCG Skyfollow.com 9 Blast it Out Measure Response Determine Where, when, How much to Blast Adversarial Relationship with People, Communities, Markets Incentives to Act Ignored
  8. 8. Social Media Sensing  Improves Your Strategy Actions Ranking Decision Valuation Adapt Explore Discover Media Types Conversations Listen Learn Insight Analysis Validation Visualization © 2010 Chris Rigatuso 2010 Agility Continuous Improvement & Monitoring Adapt
  9. 9. Who’s influencing your (Brand, Market)? Who should? And why? 7/5/2013 SCG Skyfollow.com 11 Website Registered InfluenceonMarket Facebook Page FansTwitter Followers Low Med High
  10. 10. Segments custom defined 7/5/2013 SCG Skyfollow.com 12 0 50 100 150 200 250 Segment7 Segment13 Segment9 Segment18 Segment16 Segment17 Segment15 Segment8 Segment3 Segment1 Segment24 Segment14 Segment21 Segment11 Segment5 Segment6 Segment20 Segment4 Segment25 Segment10 Segment12 Segment2 Segment23 Segment22 Segment19 Contribution to Engagement by Value Rank Units need definition • Engagement • Influence • Contribution% • Approval • Disapproval • Segment • Value Are all market, use- case specific And English text makes this challenging We derive numbers We don’t start with them
  11. 11. Text from customer’s posts must be classified somehow ….then Companies adopt purposeful outreach Brand Voice 7/5/2013 SCG Skyfollow.com 13
  12. 12. Sample Social Analytics Note Avgs Can Lie 7/5/2013 SCG Skyfollow.com 14
  13. 13. Managing Influence: Which Bloggers have Conflicts by promoting (or demoting) competing products? How influential are they?
  14. 14. Customize dashboards to tell Your story for Your Goals Total Awareness Total Sales Total Cost Total ROI per channel
  15. 15. Desired Categories of Analysis Define Filters which span multiple channels, networks, and audiences 7/5/2013 SCG Skyfollow.com 17 Category names, boundaries and query definitions are key
  16. 16. 7/5/2013 SCG Skyfollow.com 18 Accumulated Technology Feature Matches Highlights Peaks and Valleys of Interest, Concern, Fear

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