Deus ex machina

The hidden cost of social media monitoring

we are social

we are a conversation agency

social media

We help brands

social media

With three practice areas

60 specialistsspread across4 offices

We’re an international team

we are social

With a diverse range of clients

The machine

Choosing a technology partner

Evaluation criteria

• Sources– Blogs, Twitter, forums,

multimedia, news, comments, reviews, etc.

• Geographic analysis• Boolean search, proximity,

wildcards• Sentiment analysis –

automated, manual• Influencer identification,

authority analysis

• Multilingual support• Graphing and charting• Text analytics,

wordclouds• Data export, CSV/PDF• Email alerts• Add sources• Track groups, specific

URLs• Spam filtering

Evaluation criteraSysomos

(Map)Sysomos

(Heartbeat)

Radian6 Brandwatch

Scoutlabs Alterian SM2*

Attensity360*

Nielsen*

Blog, forums, Twitter ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Geography(US, UK, FR) ✔ ✔ ✔ ✔ ✗ ✔ ✗ ✔

Multiple languages ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✔

Data availability 2 years 30 days 30 days 60 days 6 months 2.5 years 30 days 2 years

Sentiment ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Proximity ✔ ✔ ✗ ✔ ✗ ✗ ✔ ✔

Influence ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✗

Alerts ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗

Workflow ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗

Advanced considerations

• Workflow management: disseminate and assign conversations within your organisation

• Social CRM: Buzz tracking with CRM to create a ‘single view’ of the customer

• Response: Across any conversation from a single dashboard

The machine

The hidden cost

The machine doesn’t operate itself

for example…

Setting up search queries• (Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -

subject:"Clockwork Orange" -"orange box" -subject:"orange box" -juice -subject:juice -fruit -subject:fruit -peel -subject:peel -"Orange Wednesday" -subject:"Orange Wednesday" -"orange county" -subject:"orange county" -"clock work orange" -subject:"clock work orange" -"orange ink" -subject:"orange ink" -"bright orange" -subject:"bright orange" -"dark orange" -subject:"dark orange" -"light orange" -subject:"light orange" -("color orange"~3) -subject:("color orange"~3) - ("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )

Categorising conversations

Global vs. Regional

Reporting

Example report

Social media analysis

Assess the most appropriate response (e.g. leave, respond publicly, respond privately, escalate). Assign responsibility via online ticketing system

Make sense of the conversation - filter for items we can respond to, remove off-topic conversation, categorise each item

Listening & respondingIdentify those that are asking questions, posting comments, engaging in conversation

Review monthly report for insights and actionable intel. Longer term, identify trends to help guide future strategy.

Remember

• The technology is just an enabler• Success or failure is driven by the

expertise and level of resource you can apply

• Everyone loves lolcats

Thanks

robin@wearesocial.net@robingrant