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Deus ex machina
The hidden cost of social media monitoring
we are social
we are a conversation agency
social media
We help brands
social media
With three practice areas
60 specialistsspread across4 offices
We’re an international team
we are social
With a diverse range of clients
The machine
Choosing a technology partner
Evaluation criteria
• Sources– Blogs, Twitter, forums,
multimedia, news, comments, reviews, etc.
• Geographic analysis• Boolean search, proximity,
wildcards• Sentiment analysis –
automated, manual• Influencer identification,
authority analysis
• Multilingual support• Graphing and charting• Text analytics,
wordclouds• Data export, CSV/PDF• Email alerts• Add sources• Track groups, specific
URLs• Spam filtering
Evaluation criteraSysomos
(Map)Sysomos
(Heartbeat)
Radian6 Brandwatch
Scoutlabs Alterian SM2*
Attensity360*
Nielsen*
Blog, forums, Twitter ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Geography(US, UK, FR) ✔ ✔ ✔ ✔ ✗ ✔ ✗ ✔
Multiple languages ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✔
Data availability 2 years 30 days 30 days 60 days 6 months 2.5 years 30 days 2 years
Sentiment ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Proximity ✔ ✔ ✗ ✔ ✗ ✗ ✔ ✔
Influence ✔ ✔ ✔ ✔ ✗ ✔ ✔ ✗
Alerts ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗
Workflow ✗ ✔ ✔ ✗ ✔ ✔ ✔ ✗
Advanced considerations
• Workflow management: disseminate and assign conversations within your organisation
• Social CRM: Buzz tracking with CRM to create a ‘single view’ of the customer
• Response: Across any conversation from a single dashboard
The machine
The hidden cost
The machine doesn’t operate itself
for example…
Setting up search queries• (Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -
subject:"Clockwork Orange" -"orange box" -subject:"orange box" -juice -subject:juice -fruit -subject:fruit -peel -subject:peel -"Orange Wednesday" -subject:"Orange Wednesday" -"orange county" -subject:"orange county" -"clock work orange" -subject:"clock work orange" -"orange ink" -subject:"orange ink" -"bright orange" -subject:"bright orange" -"dark orange" -subject:"dark orange" -"light orange" -subject:"light orange" -("color orange"~3) -subject:("color orange"~3) - ("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )
Categorising conversations
Global vs. Regional
Reporting
Example report
Social media analysis
Assess the most appropriate response (e.g. leave, respond publicly, respond privately, escalate). Assign responsibility via online ticketing system
Make sense of the conversation - filter for items we can respond to, remove off-topic conversation, categorise each item
Listening & respondingIdentify those that are asking questions, posting comments, engaging in conversation
Review monthly report for insights and actionable intel. Longer term, identify trends to help guide future strategy.
Remember
• The technology is just an enabler• Success or failure is driven by the
expertise and level of resource you can apply
• Everyone loves lolcats
Thanks
[email protected]@robingrant