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Social Business Intelligence
    Assessing the Major SMM Tools
Webinar Series


Date             Title
Completed        Social Business Intelligence – An Introduction
Completed        Social Business Intelligence – Assessing your
                 Social Strategy
Completed        Social Business Intelligence – Assessing your
                 Competition
Completed        Social Business Intelligence – Monitoring to
                 Engagement
TODAY            Social Business Intelligence – Assessing the
                 Major SMM Tools
“Big data has the potential to empower true listening
and responding to the needs of our customers in real
                        time.

It will increasingly empower a contextual conversation
 that creates the type of meaningful dialog that makes
   social the tested way to build long-term, meaningful
          connections with your target audience.”

                    Andrew Patterson
Agenda


   Social Media Management Tools
   Management vs. Monitoring
   Key Feature Sets of Monitoring Tools
   Ten Key Monitoring Tools – Review
   Free Monitoring Tools
   More Resources
Social Media Management Tools

 A Social Media Management System (SMMS) is a
  software tool that uses business rules and approved
  employees and partners to manage multiple social
  media accounts such as Facebook, Twitter, and
  YouTube

 This system contains features such as governance,
  workflow, intelligence, and integration capabilities across
  the enterprise


Altimeter Group
Social Media Management Use Cases
Social Media Management Use Cases
Social Media Management Tools
Social Media Monitoring Tools

 Social Media Monitoring is the systematic observation
  and analysis of social media conversations and dialogue
  in discussion forums, blogs, microblogs, video and
  images, social communities such as Facebook, and
  online news sources.

 It uses search engine technology to ‘listen’ for specific
  keywords or phrases as defined by your organization
Management versus Monitoring

 Many monitoring tools contain elements of management
  tools

 It is very likely you will need both types of tools

 We believe that over time these tool sets and categories
  will merge

 We believe that monitoring tools will override as they
  provide the basis of social business intelligence
  (insight)
Key Considerations for Monitoring Tools

   Ease of set up – wizards and guides
   Ease of use – dashboards, drilldowns, filters
   Responsiveness to change (can I re-filter?)
   Coverage
– Media
– Geography
– Language (and translation)
   Sentiment analysis – at what level
   Location – how is it determined?
   How is it filtered?
   Spam filters?
Key Considerations for Monitoring Tools

 Volume of data E.g. all tweets or selection?
 Demographics What type and at what level?
 Data latency How real time is it?
 Text analytics What type, what levels?
 Collection and storage What is the underlying
  architecture? What if I want history?
 Engagement Moderation, case creation, dialogue,
  scheduling
 Workflow Automated, team, customer
Other Points to Consider

   Help, support and documentation
   CRM integration
   APIs – plug ins
   Number of topics
• How much does my money buy?
 User defined dashboards
 Research capability
• What level of historical data is available when I start?
 Licensing model and terms
• Fixed, variable, different versions
Ten Key Monitoring Tools
     Sysomos
     Radian 6
     Alterian SM2
     PeopleBrowsr
     Brandwatch
     Visible Technologies
     Argyle Social
     Neilson Buzzmetrics
     Lithium Scout Labs
     Attensity 360

There are hundreds of monitoring tools – these are our Top 10.
Disclosure – we use Sysomos and Radian 6 for our clients.
Sysomos

 Excellent media and location
  coverage including traditional
  news
 Both research (MAP) and
  monitoring (Heartbeat) capability
 Strong text analytics
 Influencer analysis
 Sentiment analysis
 Simple ability to re filter data
 Includes moderation and
  engagement for Facebook and
  Twitter
 Workflow and integration APIs
 Online translation of foreign
  language posts
 Pricing is fixed
Radian 6
 Best user defined dashboards
  and widgets
 Complicated to set up
 Great drilldown capability
 Excellent media and location
  coverage
 Strong text analytics
 Multi language but no on-the-
  go translation
 Strong workflow and
  engagement features
 Strong integration with sales
  force, CRM and improving all
  the time
 Flash based technology
 Cost is results dependent and
  will grow over time
Alterian SM2

 Excellent Share of Voice analysis
 Strong sentiment analysis with
  ‘tone’ as well as ‘emotion’ but
  done by word
 Not as strong in media and
  geography coverage as Radian 6
  or Sysomos but you can create
  key word searches in 60
  languages
 Easy to use
 Has historic data warehouse
 No research tool
 Have web analytics, email
  marketing and web content
  management tools – need this to
  get any engagement features
 Competitive pricing though base
  package is limited to 10,000
  conversations
People Browsr

 Audience feature
 ‘Community’ influencers
  search for engagement
 Easy to use and set up
 Build dashboards on-the-
  go
 Competitive pricing
 Sentiment analysis
 2-3 years of data
 Includes new ‘Kred’
  service
 Strong reporting
  capability
 Competitive licensing
Brandwatch

 Easy to use and set up
 Moderate data collection
  capability
 Good media coverage
 Sentiment analysis not a
  strength
 Responsive to new data
 Moderate demographics
  capability
 Competitive licensing costs;
  UK based
 17 languages, no translation
 Few engagement features
 Built-in Flash technology
 6 month rolling data
Visible Technologies

 Ad hoc searching is strong
 Limitless search allowance
 Good dashboards
 Built-in Flash technology
 Pricing based on rolling
  data range
 No traditional news
  coverage
 Additional languages at a
  fee
 Workflow and engagement
  not a strength
Argyle Social
 Strong focus as a social marketing platform with social ROI and
  marketing metrics
 A combination of monitoring and management – has posting features
 Has workflow and engagement capability
 More about campaign measurement and monitoring than general social
  media monitoring
 Most suitable if you are really only interested in monitoring your
  marketing campaigns
Neilson Buzzmetrics

 Very comprehensive tools
 Strong reporting capabilities
 Can be difficult to set up
  without assistance
 Strong drilldown capability
 Sentiment moderation
  performed offshore
 Some delay in data capture
 A joint offering with
  McKinsey so pricing and
  service aimed at multi
  nationals
 Engagement and workflow is
  strong
 Only moderate language
  capability
Ten Free Monitoring Tools

   Google Alerts
   Technorati Search
   Facebook Insights
   Addict–o–matic
   Google Reader feeds
   Google Insights
   Socialmention
   Twitalyzer
   Google Analytics
   Alexia
Summary

 Tools are the easy part

 Sentiment is never correct

 There is a lot of effort to turn monitoring to insight

 Carefully consider the underlying premise:
•   Demographics not always complete
•   Only 50% of people declare their location (unknown country filter is key)
•   Using IP or URL data for location is not accurate
•   Other missing data from profiles


 Focus on influencers, rather than volume.
Suggested Further Reading


 http://www.sysomos.com/

 http://www.radian6.com/

 http://www.kaushik.net/avinash/ - Occam’s Razor

 http://www.ebizq.net/blogs/enterprise/2011/08/harnessin
  g_social_business_int.php
Thank You

           Contact Us

Address:   iGo2 Group Pty Ltd
           153 Walker Street, Level 8
           North Sydney 2060
           Australia

Email:     contact@iGo2Group.com

Phone:            +61 2 9954 0070

Website:           www.iGo2group.com

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Social business intelligence assessing the major Social Media Monitoring tool

  • 1. Social Business Intelligence Assessing the Major SMM Tools
  • 2. Webinar Series Date Title Completed Social Business Intelligence – An Introduction Completed Social Business Intelligence – Assessing your Social Strategy Completed Social Business Intelligence – Assessing your Competition Completed Social Business Intelligence – Monitoring to Engagement TODAY Social Business Intelligence – Assessing the Major SMM Tools
  • 3. “Big data has the potential to empower true listening and responding to the needs of our customers in real time. It will increasingly empower a contextual conversation that creates the type of meaningful dialog that makes social the tested way to build long-term, meaningful connections with your target audience.” Andrew Patterson
  • 4. Agenda  Social Media Management Tools  Management vs. Monitoring  Key Feature Sets of Monitoring Tools  Ten Key Monitoring Tools – Review  Free Monitoring Tools  More Resources
  • 5. Social Media Management Tools  A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube  This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise Altimeter Group
  • 9. Social Media Monitoring Tools  Social Media Monitoring is the systematic observation and analysis of social media conversations and dialogue in discussion forums, blogs, microblogs, video and images, social communities such as Facebook, and online news sources.  It uses search engine technology to ‘listen’ for specific keywords or phrases as defined by your organization
  • 10. Management versus Monitoring  Many monitoring tools contain elements of management tools  It is very likely you will need both types of tools  We believe that over time these tool sets and categories will merge  We believe that monitoring tools will override as they provide the basis of social business intelligence (insight)
  • 11. Key Considerations for Monitoring Tools  Ease of set up – wizards and guides  Ease of use – dashboards, drilldowns, filters  Responsiveness to change (can I re-filter?)  Coverage – Media – Geography – Language (and translation)  Sentiment analysis – at what level  Location – how is it determined?  How is it filtered?  Spam filters?
  • 12. Key Considerations for Monitoring Tools  Volume of data E.g. all tweets or selection?  Demographics What type and at what level?  Data latency How real time is it?  Text analytics What type, what levels?  Collection and storage What is the underlying architecture? What if I want history?  Engagement Moderation, case creation, dialogue, scheduling  Workflow Automated, team, customer
  • 13. Other Points to Consider  Help, support and documentation  CRM integration  APIs – plug ins  Number of topics • How much does my money buy?  User defined dashboards  Research capability • What level of historical data is available when I start?  Licensing model and terms • Fixed, variable, different versions
  • 14. Ten Key Monitoring Tools  Sysomos  Radian 6  Alterian SM2  PeopleBrowsr  Brandwatch  Visible Technologies  Argyle Social  Neilson Buzzmetrics  Lithium Scout Labs  Attensity 360 There are hundreds of monitoring tools – these are our Top 10. Disclosure – we use Sysomos and Radian 6 for our clients.
  • 15. Sysomos  Excellent media and location coverage including traditional news  Both research (MAP) and monitoring (Heartbeat) capability  Strong text analytics  Influencer analysis  Sentiment analysis  Simple ability to re filter data  Includes moderation and engagement for Facebook and Twitter  Workflow and integration APIs  Online translation of foreign language posts  Pricing is fixed
  • 16. Radian 6  Best user defined dashboards and widgets  Complicated to set up  Great drilldown capability  Excellent media and location coverage  Strong text analytics  Multi language but no on-the- go translation  Strong workflow and engagement features  Strong integration with sales force, CRM and improving all the time  Flash based technology  Cost is results dependent and will grow over time
  • 17. Alterian SM2  Excellent Share of Voice analysis  Strong sentiment analysis with ‘tone’ as well as ‘emotion’ but done by word  Not as strong in media and geography coverage as Radian 6 or Sysomos but you can create key word searches in 60 languages  Easy to use  Has historic data warehouse  No research tool  Have web analytics, email marketing and web content management tools – need this to get any engagement features  Competitive pricing though base package is limited to 10,000 conversations
  • 18. People Browsr  Audience feature  ‘Community’ influencers search for engagement  Easy to use and set up  Build dashboards on-the- go  Competitive pricing  Sentiment analysis  2-3 years of data  Includes new ‘Kred’ service  Strong reporting capability  Competitive licensing
  • 19. Brandwatch  Easy to use and set up  Moderate data collection capability  Good media coverage  Sentiment analysis not a strength  Responsive to new data  Moderate demographics capability  Competitive licensing costs; UK based  17 languages, no translation  Few engagement features  Built-in Flash technology  6 month rolling data
  • 20. Visible Technologies  Ad hoc searching is strong  Limitless search allowance  Good dashboards  Built-in Flash technology  Pricing based on rolling data range  No traditional news coverage  Additional languages at a fee  Workflow and engagement not a strength
  • 21. Argyle Social  Strong focus as a social marketing platform with social ROI and marketing metrics  A combination of monitoring and management – has posting features  Has workflow and engagement capability  More about campaign measurement and monitoring than general social media monitoring  Most suitable if you are really only interested in monitoring your marketing campaigns
  • 22. Neilson Buzzmetrics  Very comprehensive tools  Strong reporting capabilities  Can be difficult to set up without assistance  Strong drilldown capability  Sentiment moderation performed offshore  Some delay in data capture  A joint offering with McKinsey so pricing and service aimed at multi nationals  Engagement and workflow is strong  Only moderate language capability
  • 23. Ten Free Monitoring Tools  Google Alerts  Technorati Search  Facebook Insights  Addict–o–matic  Google Reader feeds  Google Insights  Socialmention  Twitalyzer  Google Analytics  Alexia
  • 24. Summary  Tools are the easy part  Sentiment is never correct  There is a lot of effort to turn monitoring to insight  Carefully consider the underlying premise: • Demographics not always complete • Only 50% of people declare their location (unknown country filter is key) • Using IP or URL data for location is not accurate • Other missing data from profiles  Focus on influencers, rather than volume.
  • 25. Suggested Further Reading  http://www.sysomos.com/  http://www.radian6.com/  http://www.kaushik.net/avinash/ - Occam’s Razor  http://www.ebizq.net/blogs/enterprise/2011/08/harnessin g_social_business_int.php
  • 26. Thank You Contact Us Address: iGo2 Group Pty Ltd 153 Walker Street, Level 8 North Sydney 2060 Australia Email: contact@iGo2Group.com Phone: +61 2 9954 0070 Website: www.iGo2group.com