Scg skyfollow social media sensing skydeck part4

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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 skydeck part4

  1. 1. 7/18/2013 SCG Skyfollow.com 1 Social Media Sensing (Analytics, listening, monitoring) Listen [to the market’s state now] before you Act [product definition & release] Part 4 (Segmentation) June 10, 2013 for Skydeck.Berkeley.edu Chris Rigatuso cr@skyfollow.com +
  2. 2. Segmentation is Who should be measured 7/18/2013 SCG Skyfollow.com 2
  3. 3. Segment? • A Segment could be defined as Query of – One of more topics, excluding some – One or more brands, Excluding some – One or more channels, excluding some • Query definition and power varies by vendor tool • Query design and naming convention determines breadth, depth, and ease of understanding of aggregated results • Actionability is defined by the relative value of the segment vs. all others, for a given metric and segment definition 7/18/2013 SCG Skyfollow.com 3
  4. 4. 7/18/2013 SCG Skyfollow.com 4 What are they doing? Behaviors, likes, frustrations Where are they? What titles, roles, events? Demographics Product preferences? Notice the Use Words to Refine Segmentation
  5. 5. 7/18/2013 SCG Skyfollow.com 5 If you cannot segment users and roles, you cannot segment markets Can you do this by the content of blog posts and tweets?
  6. 6. Can you draw a Venn Diagram of overlapping Market segments? Can you clearly identify overlapping set boundaries? 7/18/2013 SCG Skyfollow.com 6
  7. 7. Can you define the market segments by technical requirements and user expectations? Keywords and their synonyms? 7/18/2013 SCG Skyfollow.com 7
  8. 8. Are industry market stats useful? Why or Why Not? 7/18/2013 SCG Skyfollow.com 8
  9. 9. What Can Be Measured? 7/18/2013 SCG Skyfollow.com 9
  10. 10. Ten Commonly Used Listening Platform Metrics
  11. 11. SCG Clients 7/18/2013 SCG Skyfollow.com 11
  12. 12. 7/18/2013 SCG Skyfollow.com Social Media Sensing (Analytics, listening, monitoring) Listen [to the market’s state now] before you Act [product definition & release] Thanks June 10, 2013 cr@skyfollow.com +1-650-274-1045

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