social media monitoring: presentation on social media monitoring: why and how

Social Media MonitoringAhmed Bouzid

Director of ProductDirector of Product

Angel, Inc.

October 4, 2010

The Basic Questions

• Why Monitor?

• Where to Monitor?

• What to Monitor?

• How to Monitor?• How to Monitor?

Basic Concepts

Influence/Influencers: blogs, tweets, facebook pages

Sentiments: positive/negative

Volume: the amount of buzz out there.

Workflow: process of tracking, responding, etc.

Why Monitor?

- Knowing what people are saying about you

- Identify evangelists

- See who is defending you and who is attacking you

- Track what people are saying about your competition

- Detect market shifts

- Detect people in need

- React in a timely fashion when a reaction is needed

What to Monitor?

• Company name

• Taglines/trademarks

• Product name(s)

• Key exec names• Key exec names

• Competition and name of their execs

Where to Monitor

• Client cyber hangouts

• Potential client cyber hangouts

• Leading blogs

• Leading Podcasts• Leading Podcasts

• Youtube

Tools

Google Alerts: must do.

Twitter Advanced Search

Radian6

Twazzup

Tweetdeck

Social mentionSocial mention

Icerocket: powerful but not easy to use

Addictomatic

Boardtracker

Hootsuite

Seesmic

Scoutlabs

Discoveries

• Complaints

• Suggestions

• Raves

• Recommendations• Recommendations

The 6Dimensions• Agent

– Influencer/Leader

– Follower

• Audience

– Followers

– Peers

– General

• Action• Action

– Initiation

– Reaction

– Propagation

• Sentiment

– Positive

– Negative

– Neutral

• Place: Facebook/Twitter/Forum?

• Time: how old is the item?

Observations• Companies are doing a lousy job exploiting information right under

their nose:– Tickets

– Support calls

– Sales calls

– Filled out forms

– Emails to execs

• Companies are not engaging their clients:– Clients like to express themselves

– Clients will reach out to you first with complaints

– Great opportunity to discover discontent and to preempt public negative comments

– Clients hate being ignored

• How do you convert information into action?– Example of someone raving about you

Observations• The Mobility dimension: bricks and mortars are back. Geolocation. Back to

the future.

• Customers are listening to each other and are tuning out marketing messages

• Key to success is becoming a resource to others: content marketing. Create value.

• Monitoring is about detecting movement and action as well as content

• The focus should be on the customer not on the company

• Web 2.0 is about democratizing publishing. Web 3.0 is about democratizing data mining of all the content that's getting published out there.

• Why do companies create a facebook page/tweet– Everyone is doing it: many feel it's a fad...

– The few who are doing it right see them as a tool

Tracking Audio• Speech recognition

• Audio Mining

• Speech analytics

• Automated transcription• Automated transcription

• Statistical Language Modeling

• Voice Application Analytics

Audio/Video Search Engines

• Yahoo Audio Search

• BlogDigger

• SingingFish

• FindSounds• FindSounds

• Podscope

• Blinkx

Audio Mining/Speech Analytics• Nexidia

• Verint

• Clickfox

• OnviSource• OnviSource

• ramp.com (formerly EveryZing)

– Integrated audio, video, text and image

content optimization

– ezSEARCH / ezSEO