open-first social media monitoring
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MONITORINGSOCIALMEDIASEMINARIOBICLAFUCINA,MILANO.SATURDAY,FEBRUARY6,2010
INTRODUCING…
Open‐First:
• Aconsultancydedicatedtotheart,scienceandapplicationofsocialtechnologies• Operatingglobally,ofLicesinLondon,SanFranciscoandHelsinki• Practiceareasinstrategy,research,communications,technologyandprocess
• Website:http://open‐Lirst.com
WHATISSOCIALMEDIAMONITORING?
“Across the Internet customers aretalking, whether you like it ornot.Butthisshi2inthebalanceof power doesn't have to beyourworstnightmare.”
“Takecontrol,andsocialmediacanh e l p y o u i m p r o v e y o u rproducts,marke8ng,salesandservice."
• Socialmedianetworkscontaininfoaboutthepersonalities,preferencesandpointsofviewofmembers.
SocialMediaistransparent
• Theimpactofmessagessharedinsidethesewallsisnotisolatedtoonlinesocialnetworkingcommunities.
SocialMediaisnotaclosedsystem
• Forumsandopinionsites,videosharing,photosharing,microblogging.
SocialMediaismorethanblogs
• What’simportant?Whatideasaregainingground?Who/Whatishavingthebiggestimpactonyourclient’sbrand?
SocialMediaismeasurable
THEPROBLEMWITHSOCIALMEDIARESEARCH…
“Typicalapproach”tosocialmediaanaly8csis:• Tactical,notstrategic…lacksappropriatecontext• Conceivedandexecutedatjuniorlevel…ignoredatexecutivelevel
Dataandanaly8csarefrequentlysubpar:• Dataaggregationoftentreatedasanendinitself• Oversoldautomation/turnkeysolutionsformonitoringleadtosubstandardorincompletedata
OURAPPROACHTOSOCIALMEDIARESEARCH• Demonstratingthestrategicvaluecreatedbysocialmediamonitoringandanalytics• CarryingtheLlagforamatureapproachtosocialmediaresearch,thatcantalkcrediblytoexecu8ves
• Showcasingtheimportanceofresearchexper8seduringprogramdesign,especiallyindeterminingappropriatemixofqualitativeandquantitativeresearchmethods• Demonstratingamethodologyforevaluating,selectingandeffectivelyusingSMmonitoringandanalyticstools
TOOLSELECTIONChoicecriteria:• Fullysupportsprojectobjectives• Workstransparently• Offersrobust,differentiatedanalysistools• Createsuniquevalueoverfree
Commonproblems:• InsufLicientarchive• Unreliablesearchresults• Lightweight,orminimaldifferentiationinanalyticaltools• Littlegranularityindata
Weuse:
(andourownmanpower)
SOCIALMEDIAMONITORINGTOOLSSmalltomid‐sizedbusinessesandbrands:eCairn
Specializesintheblogosphere.Mapsoutblogcommunities. Usersmanuallycreatealistofblogstheywishtotrack. Aproprietaryalgorithmranksblogsby“inLluence,”largelybymeasuringhowfrequentlytheblogscrossreferenceotherinLluentialblogs.
Topicaltargeting:Tohelpyouresearchwhohasbeentalkingaboutyou,yourcompetitorsoryourfavoritetopicswithinthescopeofyourprojectscommunities.
Communitymapping:Tovisualizehowthevariousbloggersinyourcommunitynetworkwitheachother,andgroupthemaccordingtoyourpreferences.
• Demo:http://ecairn.com/media/Demo_Conversation.swf
SOCIALMEDIAMONITORINGTOOLS
Mediumtolargesizedbrandsandbusinesses:ScoutLabs Automatedsentimentanalysis:naturallanguageprocessingtechniquestoassessthesentimentandtoneofyoursearchesineachpost. Conversationdigest:summaryofthemostbuzz‐worthystories. Separatesresultsoutbymedium,givingyouseparatetabsforblogs,news,forums,photos,videosandTwitter. Aproprietaryalgorithmrankspostsby”importance,”bymeasuringrelevanceofposts,trafLicandlinksofsources,andpost“energy”. Advancedcollaborationtools:tags,alerts,bookmarks,notes,tasks. Tour:http://www.scoutlabs.com/tour/
CASESTUDY1:THEHTCG1,AKATHE“GOOGLEPHONE”HTCis…• Themanufacturerwhichmakes…
The“G1”• Thefirstsmartphonetooperateon…
Google’s“Android”mobileopera8ngsystem• Anearlycontender–withSymbian–inthe“opensourcemobile”space.EssenBallyanopencodebasefordevelopersofmobileapps,supportedbyanallianceofsmartphonemanufacturers,networkcarriersanddeveloperscalled…
TheOpenHandsetAlliance(OHA)• Whichhasaround50membersasoftoday,andexpectstohavelaunched18Androiddevicesbyend2009
PROJECTBRIEFANDPROGRAMDESIGNProjectconcept
Contentscope
GeographicScope
Timespan
Resources
AstrategicanalysisoftheperformanceatlaunchoftheT‐Mobile/HTCG1handset.ViewedfromtheperspecBveofallmajorstakeholders
Socialmediacontent–blogs,microblogs,discussionforums–relevantinabroad,compeBBvecontexttothehandsetlaunch
Global,intheEnglishlanguage
Historicalanalysisencompassingathreemonthperiodaroundlaunch(Autumn2008)
6weeksoffull‐Bmeresourcesinprogramdesign,researchandreporBng.SoWwarelicensecostsasrequired(inconsideraBonofcost‐benefitanalysis)
WHATWEFOUND…
iPhonedominates,evenduringG1launch• iPhonecommandedmorethan12Bmestherawvolumeofnewblogcommentduringthe3monthstudyperiod
Summary:• ViewedinisolaBon,theG1builtimpressivebuzzarounditslaunch.
• LookedatinabroadercompeBBvecontext,resultsareverydisappoin8ng–parBcularlyforahandsetheldupasan“iPhonekiller”
WHATWEFOUND…
G1launch=“techstoryoftheyear”?• Alongertermviewofblogbuzzshowsthatthelaunchwasanythingbut:discussionactuallypeakedinrelaBontoarouBneOHAnewsstory,severalweeksaWerlaunch
Summary:• Moreevidencethatlaunchbuzzwasaprofounddisappointment–peakdiscussionwassubstanBallyoverhauledbyatradepressstory!
• AsignificantdownwardsdipindiscussiontowardstheendofthelaunchperiodisheldupbyrumorsabouttheG2
WHATWEFOUND…
ThumbsuptoAndroid;ThumbsdowntoG1• Commentatorsfoundalottolike,butalsoalottodislikeabouttheG1handsetfeatures
• ButtherewasnothingbutpraisefortheAndroidOS
Summary:• TheG1isacomplexproducttocommunicate–withmuchoftheanBcipatorybuzzbuiltaroundtheAndroidoperaBngsystem,notthehandsetonwhichitoperates
• TheposiBveappealofandresidualgoodwilltowardstheAndroidOSisnotsuccessfullyleveragedinG1communicaBon
WHATWEFOUND…
G1hasweakfriendsandpowerfulenemies• Byasimplecount,theG1hasacommunityofpotenBaladvocatesthatrivalsiPhone
• Butthismissesanimportantnuance:iPhonefansaremorestronglyconnected
Summary:• MeasuringrawbuzzmakesthecompeBBveposiBonoftheG1lookweak,butweighingthisforreachorinfluencemakesitlooksBllworse
• ParBcipantsindiscussionstendtobeeitherAndroidOSfans,orG1handsethaters.The“completepackage”needstobebebercommunicated
WHATWEFOUND…
Maturesmartphonenetworkofinfluence• Thesmartphonecommunityofinterestcomprisesadiffusehaloofunconnectedsources,andanextensivelynetworkedhubofinfluenBalsites.
• NotenoughposiBvediscussionaboutG1takesplaceinthe“hub”ofthesmartphonecommunity
Summary:• It’simportanttoengagewithcriBcismaswellasencourageadvocacy–thisdoesnotappeartohavebeendoneinthecaseofG1
• Asaresult,unmoderatedcriBcalvoicesdominatethebusyhubofthesmartphonecommunityofinterest–akeydriverofcustomerintenBon
RECOMMENDATIONSCoordinatecommswithOHAPartners
Alignaimsofmarketanddevelopercomms
Engageexis8ngsmartphonecommunity
Discourage“iPhonekiller”narra8ve
OnlinesourcesareconfusedbytherelaBonshipbetweentheAndroidOSandtheG1handset.ThisconfusionisharmfultoallOHAmembers.ThiscouldbeaddressedthroughaharmonizedapproachtocommunicaBonatOHAlevel
DevelopercommunicaBonshavebeenverysuccessful,butmarketcommunicaBonshavenot.Thisriskspuhngthecartbeforethehorse–developeruptakeisulBmatelydrivenbymarkettracBon.MarketcommunicaBonsmustbecomeapriority
Thereisathrivingsmartphonecommunityofinterestinsocialmedia,that–incontrasttoApple‐remainslargelyunengagedbyOHAmembers.ParBcipaBoninthiscommunityneedstofeatureinthecommunicaBonsroadmapforAndroidphones
ItistempBngtoencouragesuchcomparisonsasawayofdrivingbuzz.AtpresentBme,thisisacomparisonthattheG1can’tqualitaBvelywin.TheG1(andotherAndroidphones)areasubstanBallydifferentoffertotheiPhone–andtheyshouldbecommunicatedassuch
CASESTUDY2:AVGANTIVIRUSAVGis…• AglobalsecuritysoWwaremakerprotecBngmorethan80millionconsumersandsmallbusinessesin167countries
• OneofthetopthreemostwellknownfreewareanBvirus• ThecenterofconversaBonsexpressingdoubtonwhetherfreeanBviruscanbetrusted
Keystrategicandcompe8toranaly8cs’elements:
1 • Community
2 • ThoughtLeadership3 • Product4 • Price5 • Content
PROJECTBRIEFANDPROGRAMDESIGNProjectconcept
Contentscope
GeographicScope
Timespan
Resources
AstrategicanalysisofAVG’sonlinecompeBtorlandscape.OverallpictureofsocialmediapresenceandcompeBBveposiBoning
Socialmediacontent(blogs,discussionforums,Q&Asites)relevantinabroad,compeBBvecontexttoPCsecuritysoWwaremarket.LimitedsetofcompeBtors
Global,intheEnglishlanguage
Historicalanalysisencompassingasixmonthperiod(Summer/Autumn2009)
4weeksoffullBmeresourcesinprogramdesign,researchandreporBng.Contentacquiredusingarangeoffreeandcommercialsearchtools
Blogging
ProfessionalNetworks
PersonalNetworks
Microblogging
Strong Weak
Strong Weak
Strong Weak
Strong Weak
average
average
average
average
Web(inlinks)Strong average Weak
WHATWEFOUND…
TCGRESEARCHCOMMUNITY–FORUMCONTENTCommunity:Forums‐Whilerelevantdiscussiononblogsislowinvolume,therearetremendousvolumesofcontentrelevanttobuyingdecisionsoversecuritysoWwareinQ&A/recommendaBonforums.
ITProfessionals Smallbusinessowners
“PCenthusiasts”“Casualsurfers”Gamers
FilesharersQ&A/Reviews
Travel
Family
games.netdestructoid.comausgamers.comocremix.orggaiaonline.com
filesharingz.comforum.emule‐project.netforum.utorrent.comshare4all.comdasoWs.com
Cafemom.combabycenter.comeverythingmom.commomlogic.comparenthood.com
Travellerspoint.comwww.bootsnall.comtripadvisor.commatadornetwork.comglobosapiens.net
answers.yahoo.comanswerbag.comwiki.answers.comlinkedin.com/answersfluther.com
WHATWEFOUND…
TCGResearchProduct–AVGProducts
Productassets:‐ User‐friendliness‐ Price
Productliabili8es:‐ Customersupport‐ Updates‐ Footprint
Product:AVGproductsCommentshighlightedareasofstrengthandweaknessintheAVGproduct
WHATWEFOUND…
TCGResearchPrice–FreevPaid
Price:FreeVs.PaidCommon remarks about “free vs. paid” pricing for AV soWware break down asshownbelow(frequencyofcommentisreflectedinthesizeofthebubble)
“Thefreeprogramworkswell,sowhy
payforit?”
“Thefreesoftwareisbetterthannothing.”
“There’snotmuchdifferencebetweenfreeorpaid.”
“Ifyou’reseriousaboutprotection,getthepaidversion.”
“Alwayssavemoney–usethefreeversion.”
WHATWEFOUND…
TCGResearchPriceFreetoPaidUpgrades
Price: Free to PaidUpgrades ‐Weaudited online reviews for commentary aboutuser decisions to shiW from the free to the paid versions of anBvirus soWware.Whereexplained,thereasoningforthesechoicescanbeclassifiedasfollows:
ExtraProtecBon:WhiletheyappreciatethatforanaverageuserthestandardprotectionprovidedbythefreeversionisprobablysufPicient,itisnicetohavetheextraprotection
Comprehensiveness:Aftertesting,theyfeelconPidentinupgradingtothepaidversion,forfullprotectionfromabroadersetofthreats.IDandphishingprotectionarealsomentionedassomethingimportantmissinginthefreeversions.
Control:Forsomeusersthepaidversionismorecomplicatedtomonitorbutthisgivesmorecontrol(e.g.customisationofupdatetimesandfreeversionlimitationsonautomaticscheduling)
Support:Forusersthatfeeltheyneedamuchgreaterdegreeoftechnicalsupportthanprovidedbyfreealternatives
WHATWEFOUND…
RECOMMENDATIONSCompe88veposi8oninginfootprint
Community
Product
Price
ThecompeBBveenvironmentforsecuritysoWwareiscurrentlydominatedbyasetofcompanieswhoseemarkeBngeffortsareinvestedindesBnaBonstrategies.Challenge:developaneffecBvesetofnon‐desBnaBontacBcs
AVGneedstoexpanditsbaseofreferrercommuniBes;gainthetrustofnon‐referrercommuniBesanddevelopnon‐corecommuniBes.Communitystrategyneedstooperateacrossthose3axis,withseparatemessaging
AtpresentBmeonlineusercommentaryabouttheavmarketischaracterizedbypercepBonof:limitedproductdifferenBaBon,agapinthesupplyofcomprehensivesoluBons,anunfulfilleduserrequirementforsoWwarethatiseasytoinstall,anddistasteforavsoWwarethathogssystemresources
Theavmarketisdominatedbyfreeproduct,withpayproductcappedatcostumer“reservaBonprice”.ReservaBonpriceandobjecBontopremiumproductandtoconversionfromfreetopaidareverycommon,butcouldbeovercomeviasocialmediaandthoughtleadership.PricealternaBvescouldbedevelopedinanincreasinglyzero‐pricemarket.
LESSONS:Contextisking:
• Creationofdataisnotanendinitself,andbadanalysisisworsethannoanalysisatall
Insightsaredrivenbyexper8se,nottools:
• Socialmediamonitoringtoolsgivegoodsupportfortacticalcommunications,butarelesssuitableforarticulatingandsolvingstrategicchallenges
• Cost‐efLiciencyinlearningtouseatoolisafalseeconomyifthefeaturesetdoesn’tsupportyourgoals
Systema8zedSMresearchcansupportknowledgefunc8ons:
• Competitoranalysis
• Productfeature/brandperceptionanalysis
THEFUTUREOFSOCIALMEDIAMONITORINGMoresources,especiallyFacebook:
• Twitteristheprimarytargetforanalysisrightnowbecauseit'swideopenandprogrammaticallyaccessible.It'sonly10%thesizeofFacebook
Moresophis8catedsourceanalysis:• Semanticanalysisofareasofinterestandpersonalbackgroundinformation
Conversa8ondiscovery:
• OneofthebiggestchallengesfororganizationsjumpingintosocialmediaisLindingandprioritizingalltheconversationsavailable
