SMM Not S&M - Taking the Pain Out of Social Media Monitoring

IT’S SMM not S&M: taking the pain out of social

media monitoring

ANDY KEETCH: [email protected] | Tel: +44 (0)1273 234 290

November 2012

© 2012 Brandwatch | www.brandwatch.com 2

SIZE ISN’T THE ONLY

THING THAT MATTERS

* SORRY.

*

London Underground Conversation over time


• The chart above shows the volume of all conversation about the London Underground

• It shows natural peaks and troughs, reflecting a normal drop in conversation at the weekends

• The peaks in conversation throughout the year were mostly related to the ongoing dispute between drivers’ unions and

TFL over pay and strikes.

0

500

1000

1500

2000

2500

Vo

lum

e o

f m

en

tio

ns p

er

day

Details released

of new salary

deal for train

drivers /

Complaints of

delays in Oyster

card deliveries

Tube strikes

Reports that TFL

plan to cut jobs

and close ticket

offices

Announcement

that Boxing Day

strike will go

ahead / Channel

4 announce they

will take over

Underground

screens on NYE

Union

announces plans

to strike on

Boxing Day

Reports of TFL

accounts

showing a

surplus

London Underground Conversation by day


• The above chart shows conversation about the London Underground per day, as an average of the volume of

conversation on Twitter about London Underground per day over the reporting period.

• Conversation about the London Underground peaks on a Thursday, but is generally at the same level during working

days. Conversation drops over the weekend.

0

500

1000

1500

2000

2500

3000

3500

4000

Av

era

ge v

olu

me o

f m

en

tio

ns

London Underground/ Conversation by hour


• The above chart shows conversation about the London Underground per hour, as an average of the volume of

conversation on Twitter about London Underground per hour over the reporting period.

• Conversation about the London Underground increases each day during rush hour times – generally between 8-10 AM

and 4-6 PM. Conversation drops dramatically overnight.

0

200

400

600

800

1000

1200

1400

1600

1800

Avera

ge v

olu

me o

f m

en

tio

ns

Hour of day

Topic Cloud: What do people already think about

you


Categorise: keep track of the conversation


Competition: keep an eye out for the competition



“"Most people use statistics the way a drunkard uses a lamp post,

more for support than illumination”*

* Mark Twain

Plan your reporting


1. Define clear objectives from the outset

2. Review your traditional reporting

3. What do the Execs want to see

4. Focus on the results and what drives them

5. Get your hands on the data

6. Be flexible and responsive

Pasty Tax


Refine


pasties AND (price OR "VAT"

OR "fat tax" OR tax)

Refine


pasties AND (price OR "VAT"

OR "fat tax" OR tax)

NOT (boobie OR tassels OR

recipes)

Making sense of the noise


http://www.brandwatch.com/social-media-monitoring/






Gather/Clean/Analyse/Present









“Reality is easily accessible data.

But you have to frame the

right questions.” *

* Scott Thomson, Head of Research, HyperNaked. October 2012.

CONTACT


EMAIL: [email protected]

WEB: http://www.brandwatch.com

TWITTER: @brandwatch

PHONE:

UK: +44 (0)1273 234 290

US: +1 212 229 2240

Germany: +49 (0)711 912 442 04

FAX:

UK: +44 (0)1273 234 291

DOCUMENT LIMITATION

The information given in this document has been checked for accuracy and completeness however Brandwatch

shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053

4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

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SMM Not S&M - Taking the Pain Out of Social Media Monitoring