scg skyfollow social media sensing for skydeck part2
DESCRIPTION
Introduction to social media sensing for the Berkeley Incubator Skydeck. Produced by Skyfollow Consulting Group. Social media Sensing, a more advanced form of social media analytics, social media listening, social media monitoring. Allows scalable intelligence for informing product, marketing, sales, and media strategy.TRANSCRIPT
![Page 1: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/1.jpg)
04/12/2023 SCG Skyfollow.com 1
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 [email protected]
+
![Page 2: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/2.jpg)
04/12/2023 2SCG Skyfollow.com
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.
![Page 3: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/3.jpg)
![Page 4: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/4.jpg)
Media Markets: Economics of Attention
04/12/2023 SCG Skyfollow.com 4
![Page 5: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/5.jpg)
![Page 6: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/6.jpg)
The transition from 2008 to present
04/12/2023 SCG Skyfollow.com 6
![Page 7: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/7.jpg)
Communications and Media are Intertwinedsocial originally implied “without brand involvement”
04/12/2023 SCG Skyfollow.com 7
Mindset Context Consideration Set Trust
![Page 8: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/8.jpg)
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.
04/12/2023 SCG Skyfollow.com 8
![Page 9: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/9.jpg)
Our [Old] World: Selling Stuff incoming actions funnel
04/12/2023 SCG Skyfollow.com 9
Blast it OutMeasure Response
DetermineWhere, when,How much to Blast
Adversarial Relationship withPeople, Communities, Markets
Incentives to ActIgnored
![Page 10: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/10.jpg)
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
![Page 11: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/11.jpg)
Who’s influencing your (Brand, Market)?Who should? And why?
04/12/2023 SCG Skyfollow.com 11
Website Registered
Infl
uenc
e on
Mar
ket
Facebook Page FansTwitter Followers
Low
Med
High
![Page 12: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/12.jpg)
Segments custom defined
04/12/2023 SCG Skyfollow.com 12
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
![Page 13: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/13.jpg)
Text from customer’s posts must be classified somehow….then Companies adopt purposeful outreach Brand Voice
04/12/2023 SCG Skyfollow.com 13
![Page 14: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/14.jpg)
SampleSocial Analytics
Note Avgs Can Lie
04/12/2023 SCG Skyfollow.com 14
![Page 15: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/15.jpg)
Managing Influence: Which Bloggers have Conflicts by promoting (or demoting) competing products? How influential are they?
![Page 16: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/16.jpg)
Customize dashboards to tell Your story for Your Goals
Total Awareness Total Sales
Total Cost Total ROI per channel
![Page 17: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/17.jpg)
Desired Categories of Analysis Define Filters which span multiple channels, networks, and audiences
04/12/2023 SCG Skyfollow.com 17
Category names, boundaries and query definitions are key
![Page 18: Scg skyfollow social media sensing for skydeck part2](https://reader035.vdocuments.mx/reader035/viewer/2022062418/55625d3ed8b42a14048b46d9/html5/thumbnails/18.jpg)
04/12/2023 SCG Skyfollow.com 18
Accumulated Technology Feature Matches
Highlights Peaks and Valleys of Interest, Concern, Fear