Presentation: An Intro to Social Media Monitoring
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Transcript of Presentation: An Intro to Social Media Monitoring
Synthesio présentation | Septembre 2009 | 1
AN INTRO TO SOCIAL
MEDIA MONITORINGCatriona Oldershaw
Managing Director, Synthesio UK@CatrionaTweets
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PRESENTATION OVERVIEW
INTRODUCTION
WHY SHOULD BRANDS MONITOR THE WEB?
HOW DO SOCIAL MEDIA MONITORING TOOLS WORK?
THE GLOBAL MONITORING LANDSCAPE
CASE STUDIES
WHO AM I?
• New Zealander• Trained as a lawyer• Switched to PR & Marketing• Worked both agency and client-side• Loved the account growth & team
management aspects of being a Client Services Director
• Became Managing Director of Synthesio UK in Sept 2010
• 2013 SVC2UK 100 Club Member – Silicon Valley Comes to the UK
Feel free to connect via @CatrionaTweets
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#1 200 54 200 100%COUNTRIESMONITORED
LANGUAGESANALYZED
GLOBAL CLIENTSGLOBAL LISTENINGVENDOR, FORRESTER
YEAR TO YEAR GROWTH SINCE 2006
NEW-YORK PARIS
LONDON
SINGAPORE
75 Employees Across 4 Offices
ABOUT SYNTHESIO – A GLOBAL SOCIAL MEDIA MONITORING PROVIDER
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TOYOTAMORE THAN 200 CLIENTS SPANNING FOUR CONTINENTS
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WHY SHOULD BRANDS
MONITOR THE WEB?
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All good relationships
start with listening
THE NEW DYNAMIC
Customers own the conversation
• Brands can no longer ‘announce’, they must engage
• Your brand messaging / values must align with customers’ real-life experiences of your products and services
• Forrester calls this “The New Fashioned Brand”
“Brands are now made of glass”
THE NEW DYNAMIC
• You need to understand the Voice of the Customer
• The Web is the world’s largest focus group:• Real-time• Unsolicited• Unmediated
• Social media conversations can act as the ‘Canary in the Coal Mine’ and/or offer a ‘Mexican Wave’ ability to predict future sales
• The opportunities for finding actionable insights that can drive innovation and competitive advantage across the business are huge
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MarketingBuild a community of brand advocates, identify key influencer individuals and websites to improve targeting and gauge the impact of digital campaigns.
Customer ServiceEstablish real-time communication between a brand and consumers to improve service, customer satisfaction and sales.
PRIdentify the beginning of a potential crisis before it spreads, to minimize brand damage. Establish a direct dialogue with key journalists, bloggers and consumers.
ResearchAnalyze online opinions, wants and needs regarding a brand or/a major topic. Identify the brand’s strengths, weak signals, opportunities and measure competitor presence.
SalesIdentify new prospects for lead generation and provide product info, news and promotions. Use social insight to understand consumer needs.
HRControl brand image/reputation. Identify key candidates and communicate directly to facilitate the hiring process.
SOCIAL MEDIA MONITORING - DONE WELL - CAN ADD VALUE ACROSS THE BUSINESS
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If you want to understand the
tiger, don’t go to the zoo, go to the
jungle!
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HOW DO SOCIAL MEDIA MONITORING
TOOLS WORK?
THE BASICS
WHAT IS SOCIAL MEDIA MONITORING?The act of using a tool to monitor what is being said on the internet
IT’S ALSO KNOWN AS …Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Intelligence, Social Media Management, #SMM, Social Intelligence
DONE WELL, IT PRODUCES ‘SOCIAL INTELLIGENCE”
“The management and analysis of data from social media sources, to activate, recalibrate and optimise
business programmes”
HOW DO SOCIAL MEDIA MONITORING TOOLS WORK?
• They continuously crawl sites and index them
• Once sites are indexed, they can then be searched
• Most tools use some form of search query, that the user writes, to find mentions of specific words and phrases
• It will then bring these ‘mentions’ (known as ‘verbatim’) back into the tool’s interface, ready to be analysed by the user
DO SMM TOOLS JUST MONITOR SOCIAL MEDIA SITES?
WELL ACTUALLY, NO!
Most tools crawl all sorts of web sites:
• Mainstream news sites• Forums• Blogs• Review sites (Tripadvisor, Amazon)• Social networks (Facebook, Orkut, v-
Kontakte, Renren, Linkedin)• Microblogging platforms (Twitter,
Sina Weibo)• Video and photo-sharing platforms
(Youtube, Flickr, Pinterest)
Importantly, Social Media Monitoring Tools only crawl publically available data
“OWNED” VERSUS “EARNED”
Owned:• Corporate website• Campaign microsites• Owned Facebook Pages• Owned Linkedin Groups• Owned Twitter accounts• Owned Youtube channels• Owned forums (eg Lithium)
Earned:• Third party forums• Review sites• Blogs• Twitter• Open Linkedin Groups• Facebook Pages• Youtube
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SOCIAL MEDIA TOOL LANDSCAPE – WHERE SYNTHESIO SITS
SOCIAL MEDIA MONITORING
SOCIAL MEDIA ENGAGEMENT
Tools that help brands understand in real-time what customers are saying about them, their competitors and their product categories, whereever those conversations are happening on the web.
These tools help brands to engage with consumers and provide Social Customer Care – across both their owned social media channels (such as their own Twitter accounts and Facebook Pages) and earned conversations happening on third party sites such as forums and blogs.
SOCIAL MEDIA PUBLISHINGSocial Media publishing is the activity of managing your marketing messaging on your owned Social Platforms, including scheduling and posting new content and running social media competitions.
þ
þ
☐
BUT THE WEB IS A PILE OF RUBBISH – HOW DO I FIND THE INSIGHTS I NEED?
• Have a clear monitoring objective• Choose a tool with advanced spam
filtering / quality data• Learn how to use Boolean
Operators: AND, OR, NOT “”, ()• People don’t want data on its own …
they want direction
SENTIMENT ANALYSIS
Natural Language Processing• A field of computer science,
artificial intelligence & linguistics related to the area of human-computer interaction
• Enables computers to derive meaning from human or natural language input for sentiment and topic classification
• Great for high volumes of data
Human Analysis• Native speakers analyse samples of
the data• Great for high accuracy levels and
qualitative insight generation
SOME THOUGHTS ON ONLINE INFLUENCE
• Influence on the web is composed of Influential Places and Influential People (and cats!)
INFLUENTIAL PLACES• Review sites like TripAdvisor &
Amazon• Big forums, such as Mumsnet,
Piston Heads Gassing Station & moneysavingexpert.com
• Facebook Groups with many followers
INFLUENTIAL PEOPLE• Tweeters, bloggers, journalists• Different for each brand• A celebrity is only influential for your
brand if they talk about relevant topics
THE OUTPUT IS USUALLY AN ONLINE ‘DASHBOARD’ AND REPORTS
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THE GLOBAL MONITORING LANDSCAPE
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INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING MATURITYTHE SOCIAL WEB ISN’T JUST ABOUT THE WEST
Source: GlobalWebIndex, Early 2013
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What is the fastest growing language
on Twitter?
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ARABIC
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INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING MATURITYTHE SOCIAL WEB ISN’T JUST ABOUT TWITTER AND FACEBOOK
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PREVENT BAD BUZZ
Listening is owned by PR team worried about the harm of a potential social media crisis
SO WHAT?
Brands struggle to leverage the value of listening and engagement
SOCIAL BECOMES STRATEGIC
Top management set objectives and clear performance indicators to track marketing and PR results
IMPLEMENT ONLINE CUSTOMER SUPPORT
Connect social media results with customer surveys to get the full picture of the customer journey
BUILD ONE VOICE OF THE CUSTOMER
Compare social media indicators with customer satisfaction metrics (Net Promoter Score) or sales
LATIN AMERICAASIA
MEA, RUSSIA
DISCOVER INSIGHTS
Market Research team use social media as super focus group
MEASURE CAMPAIGNS
Marketing teams use social media to fuel campaigns and measure results with various metrics (#fans, likes, sentiment, etc.)
SCALE ACROSS THE ENTERPRISE
INTRODUCTION >> OUR VISION ON SOCIAL MEDIA MONITORING MATURITYCOUNTRIES / REGIONS ARE AT DIFFERENT STAGES OF SMM MATURITY: USA IS MOST MATURE
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CASE STUDIES
HUGE ARRAY OF PRACTICAL APPLICATIONS OF SOCIAL INTELLIGENCE
BRAND AUDITVOICE OF THE
CUSTOMERCAMPAIGN
EVALUATIONPRODUCT LAUNCH
CUSTOMER JOURNEY
CRISIS
INFLUENCER IDENTIFICATION
AUDIENCE PROFILING
WEEKLY REPORTS
MONTHLYREPORTS
QUARTERLYREPORTS
REPUTATION MONITORING
COMPETITION ANALYSIS
CATEGORY AUDIT
SPONSORSHIP EFFICIENCY
BRAND BARRIER
TRACKING
COMMS STRATEGY
VALIDATION
VISUAL FOOTPRINT MAPPING
CRISIS MANAGEMENT: BE PREPARED!
#fail
CRISIS MANAGEMENT – HOW BAD IS / WAS IT?: BLACKBERRY
#fail
CRISIS MANAGEMENT – BEST PRACTICE: MICROSOFT
#fail
COMMUNICATIONS STRATEGY & CAMPAIGN MEASUREMENT: NISSAN LEAF
Synthesio présentation | Septembre 2009 | 34
Price Range Charging Infrastructure
Running Costs Drive Quality
0.534
0.321
0.145
0.4310.338
0.231 0.238
0.503
0.26
0.090.198
0.712
0.0580.142
0.8
34
Sentiment Analysis – Nissan Leaf
Price Range Charging Infrastructure
Running Costs Drive Quality
0.148
0.769
0.083 0.093
0.784
0.123
0.003
0.923
0.0740.002
0.14
0.858
0.001
0.119
0.879
Barriers Sentiment - Pre-Campaign Barriers Sentiment - Campaign Period
0.14 0.550.31 0.02 0.670.31Overall Sentiment Overall Sentiment
Pre-Campaign Campaign PeriodSRS 5.9 7.3SRS
Campaign Period Analysis• The Leaf’s Social Reputation score improved by 1.4 points
to reach 7.3 during the campaign period. This was largely a function of the reduced volume of negative sentiment visible for the car over the period.
• The volume of verbatim discussing the various barriers to EV purchase grew over the period. Likewise, the proportion of negative sentiment for each barrier declined markedly.
• This indicates the campaign succeeded in addressing the key barriers to purchase, in terms of 1) raising discussion around them and 2) reducing the visibility of the negative message that potential consumers have been exposed to.
• The high levels of neutral sentiment is a direct function of the propagation of campaign-related verbatim.
Price Range Charging Infrastructure
Running Costs
Drive Quality0
200400600800
1,0001,2001,4001,600
Pre Campaign
Campaign
Barriers Volume
SPONSORSHIP MEASUREMENT & CROWDSOURCING CONTENT: MICROSOFT
BRAND AUDIT: JAMESON WHISKEY
PRODUCT INNOVATION AND OPTIMISATION: MTV
NEW WAYS TO MEASURE: SAATCHI & SAATCHI lOVEMARKS
Synthesio présentation | Septembre 2009 | 39
THANK YOU
CONTACT:
Catriona Oldershawe: [email protected]
tw: @CatrionaTweets
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