social media monitoring - how to setup a framework for "listening"

Monitoring van social media

Tom Muyllaert

2Monitoring van social media - Tom Muyllaert

Let’s connect I’m Tom Muyllaert ;-)

28/11/2012

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E: [email protected]: www.reference.be W: bit.ly/tmuyllaert

mailto:[email protected]

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http://bit.ly/tmuyllaert

http://bit.ly/tmuyllaert


INTRODUCTION

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in

social media


… so the question is

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What’s the buzz about?


however…

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We’re facing challenges!

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Billions of conversations

Unstructered & dispersed

A lot of noise

Multiple languages

How to interact, choose who to interact with


What’s listening about?

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monitoring ≠ listening


Multiple forms of listening

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REACTIVEPROACTIV

E

• Customer care• Helpdesk• Brand monitoring• E-reputation

• Competitor tracking• Direct & indirect

customer needs

MARKET RESEARCH & INNOVATION

Trend detection Product & service development Content Marketing …

10

The “listening pyramid”Indirect

customer needs

Direct customer

needs

Competitor monitoring

Brand monitoring

Monitoring van social media - Tom Muyllaert 28/11/2012


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Social intelligence starts with the ability to

listen(*)

(*) Without listening, your strategy becomes pointless…

Towards a listening framework

Why listen?

Where to listen?

Who to listen to ?

How to listen to ?

How to implement?

What do we learn?

WHY LISTEN?


Business reasons to listen

Possible Listening Objective

s

Gain customer &

market insights

Increase market & product

awareness

Generate leads

Gain competitive

insights

Brand management, improve

PR & stakeholder

relations

Increase SEO

effectivness

Need detection vs. solutions, fine-tune marketing promise

Research competitor strengths &

weaknesses, perception, …

Detect opportunities early in the sales cycle

Monitor PR efforts, detect new PR

opportunities, improve investor relations, …

Use words & phrases that the target audience

is using (keywords vs. natural language

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28.8%

Centralized

Who owns listening within the organization?

n = 140 - source: Altimeter

41%

Hub and Spoke

10,8%

Decentralized

18%

Multiple Hub and Spoke

(“Dandelion”)

1.4%

Holistic

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Listen, respond & engage: social media workflow

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Source: David Armano – Edelman Digital


Key Metrics & KPI’s

Attention & Appreciatio

nInsights

Action Advocacy

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Awareness in the social channel

Brand engagement & appreciation of the

social channel

Desired action from the social channel / initiative

share of voice, #referrals from brand website, ....

#subscribers, #followers, #likes, #commets, #view…

#NX-letter sign-ups, online orders, leads, …

Creates word of mouth & stimulates advocay

#influencers, #advocates, #embeds, …

Stimulate innvation

#trending topics (e.g. on product & service

conversations, specific themes…), competitor

benchmarks, insights in target audience &

conversation drivers, …


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the simplification of influence!mind…


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Book tip. Must read!

www.influenceprofessional.com

The 6 influence flows

http://www.influenceprofessional.com/


WHERE TO LISTEN?

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Choosing your backyard

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EARNEDMEDIA

OWNEDMEDIA

BRAND BACKYARD

CUSTOMER BACKYARD

PAIDMEDIA



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Source: TNS NIPO – “Earn your owned media”


Brand backyard – owned media: Yunomi

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WHO TO LISTEN TO?

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Social network demographics

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Source: Insites Consulting – Social media around the world report 2012


Social networks data per country

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Social networks data

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http://bvlg.blogspot.be/ http://www.comscoredatamine.com

http://bvlg.blogspot.be/

http://bvlg.blogspot.be/

http://www.comscoredatamine.com/

http://www.comscoredatamine.com/


HOW TO LISTEN?

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Types of listening solutions

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Research & data monitoring tools

• Focus: providing data for research

• Large amounts of reliable data

• Less feature rich • More data(sources) • Longer history (historical data)

Monitoring & reporting tools

• Focus: real-time monitoring for PR, support

• Very user-friendly• Many also starting to offer customer engagement

• No long historical data

Monitoring & engagement tools

• Focus: primarily on engagement

• Listen & respond – community management

• Limited listening capabilities

SDL SM2Nielsen Buzzmetrics

…

EngagorRadian6

…

HootsuiteSocialbakers

MarketMeSuiteEngagor

….


How to choose the right tool?

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Integration

Data import - export

Date sources & content

collection

Localisation &

segmentation

Analysis & analytics

Data quality & integrity

Features & funtionality

Price vs. value

Some factors to keep in mind


Do it yourself tools

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http://www.48ers.com/ http://topsy.com

http://www.socialmention.com http://bottlenose.com

http://www.48ers.com/

http://www.48ers.com/

http://topsy.com/

http://topsy.com/

http://www.socialmention.com/

http://www.socialmention.com/

http://bottlenose.com/

http://bottlenose.com/



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http://search.twitter.com http://snapbird.org (Twitter)

http://search.twitter.com/search.rss?q=yoursearchterm

http://search.twitter.com/

http://snapbird.org/

http://snapbird.org/






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https://app.conversocial.com/profiler/ (Facebook)

https://app.conversocial.com/profiler/

https://app.conversocial.com/profiler/



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http://www.searchinstagram.com

http://www.searchinstagram.com/

http://www.searchinstagram.com/



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http://www.wordle.net/create (Trends)

http://www.wordle.net/create

http://www.wordle.net/create


HOW TO IMPLEMENT?A practical roadmap to setup a listening framework

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Listening process setup

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Setting objectives

Define the universe

Setup (automatic)

conversatio

n classification schemes & workflow

Upfront noise

reduction

Start (historical) monitoring

Data cleaning

Reporting & analysis


Segment conversations into meaningful topics

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BRAND

Issues

PR

HR

PRODUCTS

Product a

Product b

...

COMPETITORS

Competitor 1

Competitor 2

…

TOPICS

Energy saving

Green energy

..

DEFINE AND/OR COMBINE SUBTOPICS

CONVERSATION TOPICS


Automatic classification of conversations

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PRODUCT

GALAXY TAB 10.1

PRICE PERCEPTION

FEATURES

BUYING INTENTION

REVIEWS

ANDROID

CAMERA

SCREEN

…

Example of an automatic conversation classification scheme applied to Samsung Benelux


Automatic classification of conversations

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…

cheap

price perceptio

n verbatim

price

expensive

cheaper

CREATING CLASSIFICATION RULES BASED ON PROXIMITY

Galaxy tab 10.1 mentions

NEAR

Price perception verbatim

= store in dedicated category “Galaxy Tab 10.1 – price

perception”


WHAT DO WE LEARN?

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Data & business insights can’t be automated

Kluwer Opleidingenwww.kluweropleidingen.be

THANK YOU!

28/11/201247Monitoring van social media - Tom

Muyllaert

social media monitoring - how to setup a framework for "listening"

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