Making social media monitoring and analytics work for your brand

© 2010 Marketwire

Making Social Media Monitoring and Analytics Work for your Brand:Gaining Insight from Information

Matt Farlie,Product Manager

Garry Przyklenk,Online Marketing Manager

© 2010 Marketwire

Agenda

• Challenges in social media monitoring• 5 W’s of business intelligence• Real-world applications• Heartbeat• MAP• Q&A

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Challenges presented by social media

• Joining the conversation (Where?)

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c/o Brian Solis

Join the conversation, but where?

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• Joining the conversation (Where?)• Reach vs. Affinity (Who?)

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Reach vs. Affinity

What is reach?• Total direct relations• Directly influenced

Examples of reach:• Followers• Fans/Likes• Subscribers• Impressions

My Brand

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Reach vs. Affinity

What is affinity?• Interest or intimacy• Close groups, relationships

Examples of affinity:• Authority• Influence

My Brand

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Reach vs. Affinity

Reach Affinity

Bullhorn S

ocial

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Reach vs. Affinity

Reach Affinity

Bullhorn S

ocial

VIRAL

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• Joining the conversation (Where?)• Reach vs. Affinity (Who?)• Real-time communication (When?)

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Real-time challenge (When?)

• Competitive intelligence, ~30 days– Compete, comScore, Hitwise

• Broadcast metrics, ~1-2 days– Nielsen ratings

• Web analytics, 15 min-1 day– Google Analytics, Omniture, Webtrends

• Social media monitoring, Real-time– Sysomos MAP, Heartbeat

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• Joining the conversation (Where?)• Reach vs. Affinity (Who?)• Real-time communication (When?)• Lots of data (What?)

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Lots of data (What?)

Breaking it down:• Over-arching themes• Segmentation• Data relationships

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• Joining the conversation (Where?)• Reach vs. Affinity (Who?)• Real-time communication (When?)• Lots of data (What?)• Sentiment (Why?)

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Negative sentiment (Why?)

Sentiment of conversation:• Positive, negative or neutral?• Why negative?

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Positive sentiment (Why?)

Sentiment of conversation:• Positive, Negative or Neutral?• Why positive and neutral?

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Who’s doing social media well?

• SMBs– New word-of-mouth– Reducing customer service costs– Hyper-local reach

• Enterprise– Fortune 100 companies– Building and joining communities

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Real-world applications

• Brand/reputation management• Agencies

– Value-added social media reporting– Measure results and ROI on social media efforts– Business development, competitive intelligence

• SMEs– Identify influencers and advocates– Resolve customer service issues– Gain insights on competitors

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Dell’s infamous $3M on Twitter(and a few better examples)

• @DellOutlet generates $3M on Twitter

• Cisco reduces 43% of support cost

• Ebay finds engagement boosts ARPO by 54%

• Build-A-Bear built a platform, generated $500k

• BP’s reputation-management strategy

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Employ a SMART Approach

Socialize

Monitor

Analyze

Report

Target

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Socialize: Do what you do best

• Content is King• Context is Queen• Conversation is your Ace

Socialize

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Monitor: Best practices in listening

• Know the unknowns• Consider the source• How bad is bad? (sentiment)

Monitor

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Analyze: Maximizing ROI

• Discover the why• Do more for less• Lazy smart people automate!

Analyze

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Report: Relay actionable insights

• If we do “blank,” we should expect “blank” (source)

• Prioritize deliverables

Report

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Target: Leverage social media for leads

• Cherry pick from competitors• Develop a community• Recruit evangelists

Target

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The 5W’s of business intelligence

What are people talking about?

When did these conversations happen?

Where did these conversations happen?

Who’s talking and what’s their influence?

Why are conversations happening?

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Two core products

&

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Sources covered

• Blogs• Twitter• Facebook• Online media• Forums• Message boards• User-generated content sites

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MAP versus Heartbeat

Media Research

• Historical• Ad-hoc• Deep analytics• Strategic tool• Influencer identification• Discovery

Media Monitoring

• Real-time• Saved searches• Top-line dashboards• Tactical tool• Engagement• Collaboration

vs

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What is MAP?

Social media research and intelligence platform• Ad-hoc queries• Unlimited searches; unlimited results• Deep historical catalog to 2006• Volume/sentiment/geo/demographics• Influencer identification• Comprehensive charts and reports• Powerful filtering and sorting options

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MAP: Key functionality

Dashboard View

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Clip Results

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On-The-Fly Searching

Multiple Filters

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Key Conversations

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Entities Graph

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Volume & Popularity

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Geographic Insight

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Demographic Insight

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Sentiment Measurement

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What is Heartbeat?

Real-time Monitoring• Pre-defined keywords• Unlimited clip-results available• Volume/sentiment/geo/demographics• Collaborative workflow & engagement• Compelling charting and graphing• Extensive export and integration

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Heartbeat: Key functionality

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Heartbeat Dashboard

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Heartbeat Dashboard

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Clip Results


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Multiple-Layer Filtering

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Geographic Insight

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Sentiment Analysis

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Demographic Insight

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Measurement Functions

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Sentiment & Demographic Comparisons

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Volume Comparison

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In-Platform Engagement

@user Both work well.

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Follower Analysis & Authority

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Q&A

Please input questions into the webinar chat interface.

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Thank you!

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