social media monitoring: presentation on social media monitoring: why and how
DESCRIPTION
Presentation on Social Media Monitoring: Why and How. Given by Ahmed Bouzid, Head of Product at Angel, inc.TRANSCRIPT
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