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Social Media Sensing (Analytics, listening, monitoring)

Listen [to the market’s state now]before you

Act [product definition & release]

Part 2 (Why it’s Different)June 10, 2013 for

Skydeck.Berkeley.edu

Chris Rigatuso cr@skyfollow.com

+

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Why is Social Media Different?

• Social Media includes blogosphere, Facebook, Twitter, etc.

• Social Media is people seeking people, and opinions, attempting to avoid

ads from brands. Content strategy not Ad Strategy nor Promotion

• It’s not just Push (One Way), and it does not always involve the Brands

• It makes the Brands “Naked” i.e. vulnerable and exposed

• Personality, Authentic, Expertise, Sharing motives drive success, sometimes

• Social Media is Real time, Rich source of information on market

participants: partners, customers, competitors. Its mostly text, but can be

mined, analyzed and summarized and plotted.

Media Markets: Economics of Attention

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The transition from 2008 to present

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Communications and Media are Intertwinedsocial originally implied “without brand involvement”

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Mindset Context Consideration Set Trust

What is Social Media Analytics?

Tools and methods that source data automatically and allow you to see and

measure the conversations and statistics about them, at scale and fast.

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Our [Old] World: Selling Stuff incoming actions funnel

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Blast it OutMeasure Response

DetermineWhere, when,How much to Blast

Adversarial Relationship withPeople, Communities, Markets

Incentives to ActIgnored

Social Media Sensing Improves Your Strategy

Actions RankingDecision Valuation

Adapt

Explore DiscoverMedia Types

ConversationsListen Learn

Insight AnalysisValidation

Visualization

© 2010 Chris Rigatuso 2010

AgilityContinuous

Improvement & Monitoring

Adapt

Who’s influencing your (Brand, Market)?Who should? And why?

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Website Registered

Infl

uenc

e on

Mar

ket

Facebook Page FansTwitter Followers

Low

Med

High

Segments custom defined

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Segment7Segment13

Segment9Segment18Segment16Segment17Segment15

Segment8Segment3Segment1

Segment24Segment14Segment21Segment11

Segment5Segment6

Segment20Segment4

Segment25Segment10Segment12

Segment2Segment23Segment22Segment19

0 50 100 150 200 250

Contribution to Engagement by Value Rank Units need definition• Engagement• Influence• Contribution%• Approval• Disapproval• Segment• Value

Are all market, use-case specificAnd English text makes this challenging

We derive numbersWe don’t start with them

Text from customer’s posts must be classified somehow….then Companies adopt purposeful outreach Brand Voice

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SampleSocial Analytics

Note Avgs Can Lie

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Managing Influence: Which Bloggers have Conflicts by promoting (or demoting) competing products? How influential are they?

Customize dashboards to tell Your story for Your Goals

Total Awareness Total Sales

Total Cost Total ROI per channel

Desired Categories of Analysis Define Filters which span multiple channels, networks, and audiences

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Category names, boundaries and query definitions are key

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Accumulated Technology Feature Matches

Highlights Peaks and Valleys of Interest, Concern, Fear