first things first: listening to social media for awareness and understanding
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Presentation at the Triangle AMA's Social Media Boot Camp, June 10, 2010TRANSCRIPT
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First Things FirstListening to social media for awareness and
understanding
Nathan Gilliatt
Triangle AMA Social Media BootcampJune 10, 2010
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A few things to consider• Amount of buzz about the
company
• Company’s current reputation
• Marketing objectives
• PR objectives
• Customer service issues
• Existing measurement practices
• Staff comfort level with technology
• Staff analytical skills
• Language coverage
• Information distribution
• Source media types
• Tools or services
• Monitoring or measuring
• Engaging customer or media
• Action assignment & tracking
• Facebook integration
• Twitter integration
• CRM integration
• BI integration
• Available budget
• Dashboards & reports
• Keyword or threshold-based alerts
• User administration
• Shared vs private projects
• Automated sentiment analysis
• Monitoring or discovery
• Buzzword compliance
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Oh, wait…
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1000heads1st2CAlterianAM AnalyticsAMI SoftwareAmplified AnalyticsAnderson AnalyticsAndiamo SystemsAtomic IntelligenceAttensityAttentioAutonomy Interwovenbc.labBigmouthmediaBitextBloggers’ MindBlogMeterBoleroBrand TitanBrandintelBrandtologyBrandwatchBurrellesLuceBuzzAnalyticsBuzzcaptureBuzzdetectorBuzzDingBuzzientBuzzLogicBuzzNumbersBuzzStreamCICClarabridgeClearForestCluerayCognitaCollective IntellectColligentComMetricConnotateContext AnalyticsConverseonConversitionCovalenceCrawdad TechnologiesCrimson HexagonCritical MentionCRMMetrixCubit Media ResearchCustomScoopCyberAlertCyberWatcherCymfony
CyTRAP LabsDaqiDentsuDialogixDigimindDigital Influence GroupDigital PRDistilledDNA13Dow Jones & CompanyE.lifeeCairnEcho ResearchEchometrixEcofact AGEcosystemaEdelmanElsevierEmPower ResearchEntrenzaEnvisionalEthorityEvolve24EvriExpert SystemFirstRainFluxFPinfomartFractal AnalyticsFutures SportGalaGeeYeeGrazrGreat Minds InteractiveHapaxHeardableHiveFireHiveSightHotGrindshottolinkHue Web StudioHyveiCrossingiMenteImootyImpactWatchInfegyInfonicInformminfüzInsideViewinstant InformationIntegrasco
Intelligence TechnologiesInteroneIterasiJ.D. Power & AssociatesJamiqJanyaJive SoftwareJodangeKaavaKairos Future AnalyticsKDPaine & PartnersKeibi TechnologiesLexalyticsLeximancerListenLogicLodging InteractiveLogicbowlManaging NewsMarchexMarket SentinelMarketClustersMarketOutsiderMedia Measurement LtdMedia ProofMedia Watch Middle EastMediaBadgerMediaHoundMediaMiserMediatrack ResearchMegaputerMeltwaterMetataleMetricaMightyBrandMillward Brown PrecisMindCometMindMattersMoreoverMorningside AnalyticsMotiveQuestNameProtectNetBaseNetemicNetEquityNetMap AnalyticsNetworked InsightsNew Media IntelligenceNew Media StrategiesNewbaseNexalogy EnvironicsNielsen BuzzmetricsObjectiveMarketerOnalytica
Orchestr8OvertonePalantir TechnologiesParnassus GroupPerception MetricsPolecatPortent InteractivePR NewswirePrecise MediaPrimelabsPsydexQuirk eMarketingRadian6RelegenceRelevant NoiseReport InternationalRepuMetrixReputation InstituteReputationHQReputicaRTGIRush Hour AnalyticsSatmetrixScanblogScout LabsScupSentiment MetricsSentiMetrixSerendioSilverbakkSkyGridSmalltalksSmmartSocial MentionSocial WavelengthSocialarcSocialMetrixSocialRepSocialscapeSocialwareSpectrumSpinn3rSpiral16Sports Media ChallengeSpredfastStartPRStockMoodStreamwallSymscioSynthesioSysomosTealiumTraackr
TrackurTrendictionTrustworthyTullo Marchall WarrenUKNetMonitorUltraSuperNewUnbound TechnologiesVanksen GroupVerisignVICO Research & ConsultingViralheatVisible TechnologiesVMLVocusWaggener EdstromWavemetrixWebClippingWeeTrackWhite NoiseWhitevectorWiredsetWiseBriefWiseWindow
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Review of 21 software platforms with workgroup features
Alterian, Attensity, Attentio, Biz360, Brandwatch, Buzzcapture, Digimind, Dow Jones Insight, eCairn, Evolve24, Filtrbox, MediaMiser, Networked Insights, Press Army, Radian6, Scout Labs, Sentiment Metrics, Sysomos, Trackur, Visible Technologies, Whitevector
Based on written request for information, individual vendor briefings, product demonstrations, and evaluation accounts
Features, pricing, and implementation considerations
Focus on product differences and recommended uses
http://www.socialtarget.com/research/
Social Media Analysis Platforms for Workgroups
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So you want to do social media
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First things first
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Listen before speaking
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5 modes of listening
✓ Search
✓ Alert
✓ Monitor
✓ Measure
✓ Mine
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Why?
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Learn your way around
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Learn the environment
✓ Who
✓ Where
✓ What
✓ Why
✓ How
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Listen regularly
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Customer complaints
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Defensive keyword monitoring of brands and products to find complaints in order to respond.
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There’s more…
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Customer questions
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Sales leads
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Campaign tracking
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Product innovation
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Competitor actions
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Market research
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Market intelligence
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Market analytics
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Listening
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Defensive keyword monitoring of brands and products to find complaints in order to respond.
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Apply more modes of listening to more sources of data to
create value in more parts of the company.
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And not Or
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Photo by Steve Rhodes http://www.flickr.com/photos/ari/379672009/
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Conversations to listen for
✓ Customers talking to you
✓ People talking about you
✓ People talking about your competitors
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Conversations to listen for
✓ People talking about your customers, suppliers and partners
✓ People talking about your market without mentioning names
http://net-savvy.com/executive/social-media-analysis/five-conversations-you-should-care-about.html
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Listening with no budget
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Free tools
✓ SocialMention.com
✓ IceRocket.com
✓ Trendpedia.com
✓ Blogsearch.Google.com
✓ TweetDeck
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Free tools
✓ 57.8 million search results forfree Twitter analysis
✓ 4.3 million results for free social media monitoring
✓ 974,000 for free sentiment analysis
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Listening with no budget
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Listening with no budget (yet)
http://net-savvy.com/executive/tools/monitoring-social-media-before-you-have-a-bud.html
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Listening with a budget
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Objectives, Requirements, Capabilities—in that order
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Tools or services?
http://net-savvy.com/executive/social-media-analysis/listening-platforms-and-professional-services.html
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Reports and adviceor
charts and lists
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Customers, influencers,or media?
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Common metrics
✓ Buzz volume (trend, share)
✓ Sentiment
✓ Topics
✓ Sources (influence)
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Volume
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Sentiment/tone
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Sentiment/tone
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Topic detection
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Brand associations
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Influence
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Uncommon metrics
✓ Demographics
✓ Location
✓ Language
✓ Inbound links
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Objectives, Requirements, Capabilities—in that order
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Are we out of time yet?
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Your turn
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Contact
Nathan Gilliatt
+1 (919) 414-1043
@gilliatt
http://www.socialtarget.com
http://net-savvy.com/executive/
http://SocialMediaAnalysis.com
http://AnalyticsCamp.org