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Social media usage is exploding. All the cool kids are doing it. But how do you keep up with what people are saying about your brand? How do you know if they are positive or negative? Do you know how computers "listen" to social media? To answer those questions, and many more, you need a social media listening program. You could start with a basic tool, such as Google Alerts, but many businesses find that they need more. At this event, see real-world case studies that show social listening in action.Discover what tools are available today (and what their shortcomings are) and learn how social media listening tools are evolving. Find out how to keep up with all the conversation about your company and their industry in social media, so that you can respond to protect your reputation.
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© 2012 Mike Moran Group LLC
Mike Moran
www.mikemoran.com
What Are Your Customers Saying About You?
Mike MoranRKG SummitMay 2012
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
What are they saying about you?
TheConversation
SOCIAL NETWORKSWIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMS/NEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWS
AGGREGATORS
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran3 © 2012 Mike Moran Group LLC
Message boards have long been complaint centers
Would you have spotted this comment?
Would someone know how to respond?
What if that is one my competitors?
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
But now all you need is a phone
Your customers look at reviews before going into your restaurant
Or writing a review while they wait for the check
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC5
Social media now makes marketing a conversation
Readers comment on your blogs
They change your wikis
The create blogs of their own
They create “hate” sites if theydon’t like you
Web 1.0 users were consumers
Web 2.0 users are participants
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC6
Marketers do not have message control
We don’t control the message
Maybe we never did
The message is changed, rebutted, and misconstrued by ouraudience
We must modify whatwe say in response
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Social media is exploding
164 million blogs (over 1M new posts each day)Source: Invesp, July 2011
250 million tweets per day (almost tripled in one year)Source: Twiter, October 2011
800 million Facebookusers (half are daily users)Source: Facebook, December 2011
YouTube serves threebillion videos per daySource: YouTube, December 2011
695,000 status updates onFacebook—every second!Source: Barry Ritholtz, December 2011
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
The blueprint for social media marketing
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Listen
Mobilize
Engage
Measure
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
The blueprint for social media marketing
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Listen
Mobilize
Engage
Measure
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Ford contains a potential disaster
A Ford fan site goes public with a Ford cease and desist order that goes viral on the Web
Scott Monty of Ford tweets “not good” when he first hears the story
Later, his legal team explains that the fan site was selling counterfeit Ford items and he tweets that
Within 24 hours, the story is dead, with Ford’s reputation intact
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Graco handles a recall online
Imagine the nightmare of babystrollers recalled for safety reasons
Graco jumped on Twitter and responded to every nervous tweet, requesting serial numbers and providing advice
Afterwards, as many stories praised Graco as slammed them
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Comcast’s rude introduction
Comcast’s first exposure tosocial media came from aYouTube video of a service mansleeping on the customer’s couch
They later became one of the first companies to pioneer customer service on Twitter
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
USAA has a social voice of the member program
Product Websites
• Product/Service Ratings & Reviews
• Customer Discussion Forums
• Customer Article/Blog Comments
Social Media
Customer Comments on:
• Facebook Fan pages
Unified Information Access
• Blogs
• Flickr
Surveys and Focus Groups
Real-time Reports
Executives Functional Leaders Regional Leaders
Trend Analysis
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Listening tells you the lay of the land
Learn what customers think
Decide what you’d like to change about that
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
How do you start listening?
Find your friends
Use search
Follow your favorite bloggers
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Approach 1:
Listen by person
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran
Influencers of the conversation can be scored
Reach
» Site traffic
» Followers/Friends
» Number of social media venues
Authority
» Online rank
» Number of back-links
» Respect or standing within community
Engagement
» # of relevant messages
» Frequency of conversation
Connectivity
» Bloggers blogroll
» Cross-topic connectivity
» Influence flow
• Influencers vary by conversation
• Quantitative scoring can reveal the people who make the conversation
• Human analysts can provide qualitative scoring, also
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Influencers have relationships with each other
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Suppose you don’t know who to follow?
See what’s happening now with Twitter search
Use hashtags
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Approach 2:
Listen by topic
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Engagement tools do simple listening
Choose people to follow
Enter simple keywords or hashtags for subjects
Only finds Twitter data, with possibly some blogs or Facebook
Hootsuite is a prime example
Seesmic is also popular
Tweetdeck being purchased by Twitter
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Google Alerts are comprehensive, but slower
Google Alerts are free and easy, but not realtime
Set up a searchand follow thee-mails or anRSS feed
Perfect for smallbusinesses andunique searchkeywords
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran21 © 2012 Mike Moran Group LLC
But other companies fail with search algorithms
“T-Mobile” will be found quite easily
“Sprint” not so much
“Verizon Wireless” is also not easy to isolate
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
How can you compare volumes?
You want to say, “Our volume of conversation is bigger than our competitors”
But…
You can’t ensure theaccuracy of your dataset
The volume goes up allthe time anyway
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
And no technology sees all the data, anyway
Public: Twitter, blogs, YouTube, most message boards
Private: Most Facebook, most LinkedIn, some message boards
In between: Reviews
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
And all mentions of your brand are not good
Top Five Tech Pundits in Smart Phone Conversation
Blog URL Net Sentiment (toward Brand)
Rank Traffic
Engadget AVenue falls in the top 1% of highest
trafficked, most influential sites
GizmodoA
Venue falls in the top 1% of highest trafficked, most influential sites
ElectronistaB
Venue falls in the top 10% of high trafficked sites
UberGizmoB
Venue falls in the top 10% of high trafficked sites
SwitchedC
Venue falls in the bottom 90% of trafficked sites
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Do you want to measure postings or mentions?
[Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine
sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the
Treximet in the desk, untouched. “
Blog.lazyharpy.com, published on 18-02-2009
[Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my
head was perfectly clear. That was four hours ago.”
Blog.lazyharpy.com, published on 18-02-2009
[Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of
Imitrex, which I have used for years, and felt surprised to see the very same descriptions as those accompanying the
Treximet. Since Imitrex has never bothered me,..”
Blog.lazyharpy.com, published on 18-02-2009
• Do you care if the whole post is positive or negative?
• Or what the specifics are for each issue?
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran26 © 2012 Mike Moran Group LLC
What metrics matter?
Trends
Share of Voice
Sentiment
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
What do you need to use listening for?
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Market Research
Product Development
Reputation Management
Crisis Management
Sales Leads
Recruiting
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
What do you need to use listening for?
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Market Research
Product Development
Reputation Management
Crisis Management
Sales Leads
Recruiting
Need High Relevance Less Relevance OK
Aggregated data OR Individual postings
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Algorithmic sentiment analysis misses sarcasm
“Oh, the iPhone is a beautiful girl, no doubt.”
The automated sentiment analysis failed to identify the
sarcasm and coded the entry as positive for iPhone, while failing to understand
the author was actually saying there was no value for the iPhone beneath its
flashy exterior
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran30 © 2012 Mike Moran Group LLC
Algorithmic sentiment analysis misses nuance
You know that these are negative, but there is no word to tell the algorithm
These would be marked neutral by most algorithms
“I waited on line for my entire lunch hour
at my Wells Fargo branch today.”
“State Farm never told me I had no flood coverage.” “Amazon wouldn’t
refund my money.”
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran31 © 2012 Mike Moran Group LLC
Algorithmic sentiment misses context
The same words mean different things
An “unpredictable” movie is good, but “unpredictable” food quality, not so much
We like “small” cell phones but not “small” hotel rooms
“Faded” jeans are good, butnot “faded” photos
“Frozen” computers arebad, but “frozen”margaritas are good
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran32 © 2010 Mike Moran© 2012 Mike Moran Group LLC
70% accuracy on relevance
70% accuracy on sentiment
70% times 70% = 49%
The problem: Algorithms alone fall short
“Oh, the iPhone is a beautiful girl, no doubt.”
The best algorithms seem to fail half the time
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC
If you need the data to be right, you need people to check the machines
The machines collect the data andmake the easy calls, and theysuggest the answers for the toughones, but humans make the finaldecision
Human analysts can correct the algorithms
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
But that can be expensive
You can’t afford to have people look at everything
What do you instead?
Sampling
Machine learning
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC
Machine learning algorithms can detect patterns where human analysts corrected the machines
That feedback can then be usedto update the computer algorithmsso the computers are more accurate on the first try
But…you need accurate trainingdata—sometimes lots of trainingdata
Machines can learn from the humans
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran36 © 2012 Mike Moran Group LLC
How does machine learning work?
Supervised learning corrects the machine
Unsupervised finds unknown patterns
Semi-supervised corrects when the machine is unsure
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC37
Still don’t care what people are saying?
You can take this approach
No one can force you to listen
But you might be interested in knowing who is listening…
Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Yep, the big G…
Google has islistening ears on
No one knowseverything Googlemight be listening to, but…
…two we have evidence for:
Sentiment of links
Human ratings
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Google was embarrassed by negative links
Making customers irate yields links
Google said sentiment analysis wouldn’t work
But manybelievethey use itnow
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Google Panda listens to human raters
Human beings rate a small subset of search results: Nice design? Speedy response? Quality content? Would you return?
Sites that people like getbumped higher in ranking
The sites they don’t likeare shoved down
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Machine learning scales the human ratings
Even Google can’t afford human ratings for every page for every search
So, it looks for patterns—common features
If your site looks like thelow-rated sites, your sitegets ranked lower
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
What is the practical effect of Panda?
Sites that ranked highly with the old algorithm have been affected
If your site was great for search engines, butnot for actual people, time to up your game
Who seemed to get hit? “Content farms” and screen-scrapers
Older content
Sites loaded with ads
Vertical search sites—but not Google sites!
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Next: Listen to non-text objects
Audio
Video
Images
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Next: Cross national languages
Those who need to know can’t speak every language
Machine translation crosses the gap
Automation will be augmented with human beings at first
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Next: Predictive modeling
Conversation Mining
Traffic
Conversion/Analytics
Sales Brand Tracking
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Mike Moran
© 2008 Mike Moran© 2012 Mike Moran© 2012 Mike Moran Group LLC
Read all about it “Buy this book, read it, and then
read it again.” --Chris Sherman, Search Engine Watch
Updated at each printing
Web: mikemoran.com
Twitter: @mikemoran
Blog: biznology.com
The search
marketing best seller
Miami Herald: A TopBiz Book of 2007 “Great book.”
--Robert Scoble, Scoblizer blog
“Act now and read it.” --Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark?
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