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Social Media Monitoring (a quick overview). ESADE Digital Marketing Masters Course, March 2013.
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Social Media Monitoring (a quick overview)
Hugo Zaragoza Director of Websays.
March 19th 2013, ESADE (Barcelona).
hugo.zaragoza@websays.com @hugo_zara @websays
Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which is collected and dis@lled… • The Metrics to obtain those precious metrics!
Before…
AIer…
What we want to do:
– Understand your clients problems – Understand your clients needs & wishes – Detect crisis early and plan the counter-‐aNack – Measure what you do!
• Overall reputaQon • Overall campaign efforts • Impact of specific campaigns • Influencers
• ACCURATE!
• EFFECTIVE!
• FAST!
• CHEAP!
(Modern) ReputaQon Management
Example: ReputaQon Management
From a relaxed yearly Public RelaQons affair…
to a 24h. data-‐crunching speed-‐of-‐light business.
Why? (ROI? RONI?)
From: Online ReputaQon: Get ready for war hNp://www.slideshare.net/gregfromparis/online-‐reputaQon-‐the-‐art-‐of-‐war-‐2011
(Modern) ReputaQon Management
• Social media is also an opportunity to turn reputaQon risks into successful markeQng campaigns – Public has become skepQcal, hungry for genuine content and emoQon
– Public is the media.
• Increasing need to an=cipate, detect, diagnose, monitor...
• Big Data playing an increasing role!
Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which is collected and dis@lled… • The Metrics to obtain those precious metrics!
From: Online ReputaQon: Get ready for war hNp://www.slideshare.net/gregfromparis/online-‐reputaQon-‐the-‐art-‐of-‐war-‐2011
But mostly…
• TwiNer • Facebook • LinkedIn • Youtube • Blogs & Forums • Web Pages • Online news
Example: a Bank
Example: a Bank
Example: Small Airline Company
Example: Small Airline Company
Example: Italian ElecQons 2013
hNp://noQzie.Qscali.it/poliQca/elezioni_2013/netsenQment/
Example: Italian ElecQons 2013
hNp://noQzie.Qscali.it/poliQca/elezioni_2013/netsenQment/
It’s not “clippings”.. it’s complex heavily Interconnected Data
It’s not “clippings”, it’s complex heavily Interconnected Data
It’s not “clippings”, it’s complex heavily Interconnected Data
Center for Global Development Swiss Re
Hugo Zaragoza
Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which needs to be collected and dis@lled… • The Metrics to obtain those precious metrics!
Mining Process: Collect posts Extract data
Discard the irrelevant Correlate
• This is NOT web analy=cs:
• Understand the message • Deal with the ambigüi=es of language and meaning
Some Monitoring Services
(Radian6)
(Based in Spain :)
• There are dozens “monitoring companies”… but they offerings are quite different!
“Desambigüación”
• Sólo el 15% de clippings con la palabra “Camper” son realmente de y no de
• Sólo el 25% de clippings con la palabra “Mango” son realmente de y no de
…
…
“Precision” and “Recall”
Follow the concept “Barcelona”:
1. Remove all the other Barcelonas (PRECISION)
2. Collect also each street, park, monument, etc. (RECALL)
Basic solution: BOOLEAN queries
PROXIMITY queries
Camper Camper –camping Camper AND (shoes OR shop) –camping (Camper AND (shoes OR shop))~10 –camping
Beyond queries: Statistical Filtering
Other issues to discuss
• Banning of sites, authors, locations…
• GeoLocation (& Issues)
(example diagram)
Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which needs to be collected and dis@lled… • The Metrics to obtain those precious metrics!
Metrics (1) • Example 1:
demo some of the Websays Dashboard metrics à
• Example 2: opinion leader metrics
• Exmple 3: amplicficaQon measures – hNp://www.slideshare.net/susanhallam/social-‐media-‐markeQng-‐measurement-‐
susan-‐hallam
• Example 4: Websays PoliQcal ElecQon Monitoring
Other presentaQons on the topic: • Online ReputaQon: Get ready for war
– Basics hNp://www.slideshare.net/gregfromparis/online-‐reputaQon-‐the-‐art-‐of-‐war-‐2011
• Measuring Your Success: Social AnalyQcs. – Applause, AmplificaQon, etc.
hNp://www.slideshare.net/susanhallam/social-‐media-‐markeQng-‐measurement-‐susan-‐hallam
• Social AnalyQcs – Approaches, metrics.
hNp://www.slideshare.net/equevedo/social-‐analyQcs
Further Reading www.kaushik.net/avinash pages.lithium.com/science-‐of-‐social blog.websays.com/
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