Giles Palmer-Monitoring Social Media Case Study

MSM - SAN FRANCISO21. OCT 2010

Giles PalmerCEO, Brandwatch

[email protected] Tel: +44 (0)1273 234 293

©2010 Brandwatch | www.brandwatch.com

Social media monitoring - TOP TIPS

1.Set objectives

2.Get the queries right first

3.Set benchmarks

4.Think about how you manage data cleaning

5.View sentiment in aggregate

6.Only show users what they need

7.Give it time

© 2010 Brandwatch | www.brandwatch.com 2

Setting the objectives

Monitoring vs marketing

Aligned the two

Aligned with org structure


Getting the Queries right

Disambiguation – http://en.wikipedia.org/wiki/Comet



(Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR comet.co.uk/football OR comet.co.uk/goal) AND ("Bluffer's guide to gadgets" OR "Bluffers guide to gadgets" OR "Tweety Uppy" OR "come and play" OR "World Cup" OR "keith allen" OR "perfect pitch" OR "we live electricals" OR "comet store?" OR "home cinema" OR Hoover? OR iphone? OR iPod? OR ipad? OR Ironing OR JVC OR Kettle? OR Keyboard? OR Kodak OR Laptop? OR Laundry OR LCD OR LED OR Lense? OR comet.co.uk OR LG OR Macbook? OR "Memory Card?" OR Microwave? OR MP3 OR Netbook? OR "local comet" OR Nikon OR Nintendo? OR Olympus OR Oven? OR Panasonic OR PC OR PDA OR Pentax OR Peripheral? OR Philips OR Phillips OR Phone? OR Plasma? OR Playstation? OR Printer? OR raw:"B&Q" OR Processor? OR Projector? OR PSP OR Radio? OR Refrigerator? OR "Remote Control?" OR Samsung OR currys OR Sanyo OR "Sat Nav?" OR Scart? OR Shaver? OR SLR OR Sony OR Speakers OR Straightener? OR Television? OR "curry's" OR Toaster? OR Toshiba OR Trimmer? OR "Tumble Dryer?" OR Vacuum? OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer?" OR "Washing Machine?" OR Wii OR Xbox OR "comet santa"~2 OR "dixon's" OR cometparcel OR "Discount code?" OR kesa OR "john lewis" OR kingfisher OR "pc world" OR pcworld OR tesco OR retailer? OR Installation OR delivery OR "we live electrical" OR Acer OR "Air Conditioner?" OR Apple? OR appliance? OR Asus OR Audio? OR "We Deal in Your Ideal" OR Binocular? OR "Blu ray?" OR Bravia OR Cable? OR Camcorder? OR Camera? OR "We Deal in Ideal" OR Canon OR Casio OR "Coffee Maker?" OR Compaq OR Computer? OR Cooker? OR "branch of comet" OR Daewoo OR "Data Storage" OR Dehumidifier? OR Dictaphone? OR Digital? OR Dishwasher? OR "comet electrical" OR DSLR OR DVD? OR Dyson? OR "electrical goods" OR Epilator? OR "comet group plc" OR freesat OR Freeview OR Freezer? OR Fridge? OR Haircare? OR Hairdryer? OR "comet store" OR "Hard Drive?" OR "HD ready?" OR HDMI OR Headphones OR Heater? OR "Hi Fi" OR HiFi OR 3dtv OR "3d tv"~5 OR hp OR "hewlett packard" OR "packard bell" OR vax OR kesa) -asteroid -haley -halley -hayley -haleys -halleys -crash -"vomit comet" -ford -"Williams Comet" -"BEA Comet" -"comet run" -"comet strike" -hayleys -"comet newspaper" -"comet & herald" -"surrey comet" -"captain comet" -"Hale Bopp" -nasa -"comet strikes" -Havilland -"silver comet" -"Comet Cowboy" -"comet holmes" -Persius -"Crosley Comet" -"Xda comet" -cometlabs -"comet labs" -"amino acid" -"blue comet" -Stardust -"Comet Crash" -"golden comet" -fish -goldfish -flyby -"night sky" -"evening sky" -spaceship -shuttle -Haviland -astrology -"hudson comet" -Mayan -"Comet Tavern" -Nostradamus -"comet chaser" ……

Getting the Queries right – org. structure

E.On

Departments:

PR, Brand & comms, Talent, Retail, Renewables…

Queries:

Brand, plants, competitors, lobby groups, sponsorship, campaigns


Editing queries - effects


Benchmarks – Different industries


1. The most popular brands have an unmanageable number of daily mentions

2. The volumes vary with industry; people only blog etc.. about things they are passionate about

Daily mentions* of

Videogames

Electronics

Fashion

Cosmetics

Business servicesBeer

...most popular brands in that industry

17,000 e.g. Halo Reach

12,000 e.g. Ipad

4,000 e.g. Nike

3,000 e.g. Chanel

2,000 e.g. Xerox

e.g. Budweiser400

z 15

3 e.g. Samsung R780

13 e.g. La Redoute

8 e.g. Charles Worthington

1 e.g. Lumigent

e.g. Kronenbourg20

...less popular brands

e.g. Tron: evolution

* Based on average Sept data for 5 popular and less popular brands

Benchmarks – Locations and competitors


Monthly mention of brand by country Monthly mentions of competing brands

Variations reflect how popularity of social media and popularity of brand (usually tracks market share)

Benchmarks – Interesting mentions


CiscoHondaE.onPantene

Not interesting (e.g. passing

mention)

Interesting to read

Interesting and worth

acting on

99%

1%

c. 0.1%

65%

2%

33%

79%

20%

1%

24%

52%

24%

Data Cleaning

What and why

Manual automatic

Multiple query management


How to use sentiment

2 PEOPLE

1000 Documents

Average level of agreement on sentiment: 80-85%

3 PEOPLE

1000 Documents

Average level of agreement on sentiment: 60-65%


Learn to LOVE this….

Sentiment metrics are misleading on an individual basis… so its all about SIGNPOSTING, DIRECTION, at an aggregate level etc….


Only show users WHAT THEY NEED

•Custom dashboards

•Read only dashboards

•Reports


Getting it right can take TIME


OFFER

THANK YOU for listeningGiles Palmerbrandwatch.com

[email protected] Tel: +44 (0)1273 234 298

16© 2010 Brandwatch | www.brandwatch.com

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Giles Palmer-Monitoring Social Media Case Study