Social Media Monitoring SMM

Social Media MonitoringSMM

“Why, what and how? “by Dr. Ute Hillmer

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Social Media Monitoring is the key to value generation and to minimize risk in Social Media

Why Social Media Monitoring?




Website / Contentmgt. Trend‐ + Innovationmgt. Campaign Management Media Planning Mktg.Funnel Management

Marketing / Product Marketing

Lead‐ + Salesmgt. CRM Customer Service

Sales

Support Mgt. Issue Mgt. (Product, Distr. Partner)

Support

Brand Health, Image Health PR, ICR Issue Mgt. SM Optimization Competitive Analysis Investor Relations

Corporate Communications

Crisis Mgt.Executive Management

Process Mgt.HR Management


19.12.2011

Source: A Framework for Social Analytics, Altimeter Group, p.8

Why Social Media Monitoring? Communication (Brand, Product, Corporate, …)

Which ones of the many Social Media channels should I use?

Where is my target audience?

How is content being discussed there?

Content, etiquette, form and stile

How do I best blend in?


Remember: The SocialMedia Toolbox


Choose yourchannel wisely

Slide by PresentationAdvisors

Why Social Media MonitoringCommunication (Brand, Product, Corporate, …)

What content should I engage in /contribute?

What does my target audience talk about?

What conversations are already ongoing that I can contribute / influence?

How is content being discussed?

Content, etiquette, form and stile

How do I best blend in?


Why Social Media MonitoringCommunication (Brand, Product, Corporate, …)

Are my communication efforts effective?Monitor online and offline marketing activities quantitatively and qualitatively.Adjust and modify in real‐time

Where are influencers, multipliers?Who acts as frequent influencers, who as multipliers?How to engage and ‘manage’ themWhat influences speed and reach in different channels


Remember: Content Marketing


„Once upon a time…“ Storytelling

World‐Views

Remember: Manage theSocialEffect


Reach and speedof spread

Why Social Media Monitoring? IssueManagement

What expectations do different stakeholders hold?

Identify areas with potential for conflict early and address them proactively (before the broader public gets aware)

Identify, monitor and construct actions to manage/reduce/neutralize stakeholder discrepancy of expectations.

Develop an “early warning system”


Remember: They talk about you!

They do it with or without you … you should steer the direction best you can!

Dell Hell was a showcase starting point in 2005


Why Social Media Monitoring? Brand Management

What brand image do stakeholders have in mind?

What brand image do I want them to have?Develop brand buzz to help steer brand image (truthful and authentic)

Monitor brand image of core stakeholder groups and construe action to reduce discrepancy if necessary

Identify brand associations

Monitor the competition19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Why Social Media Monitoring? Customer Service andSupport, CRM

Identify and address core customer needs

Sales advice

Setup / integration support

Runtime support

Customers help customers

Identify and bond with advocates

Identify and utilize star experts

Reduce support cost19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Why Social Media Monitoring? ProductMarketing andR&D

Identify + address product shortcomings / improvement opportunities

Customer / user complains

Customer / user suggestions and ideas

Customer / user use cases

Identify and address core customer needsIndustry discussions

Crowd sourcing

Identify trendsIndustry discussions

Crowd sourcing19.12.2011Dr. Ute Hillmer, Better Reality Marketing

SMM Value Creation and KPIs

Traditional Online MarketingPage ImpressionsUnique VisitorsConversions

Social Media MarketingFoster DialogPromote AdvocacyFacilitate SupportSpur Innovation



19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: rolandfiege.com

Success metrics must be developed with specific business objectives in mind to be used and useful.

mythological, pragmatic, common sense


19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: Social Marketing Analytics, Altimeter 2010, p. 9

“No single set of objectives can accommodate all business models or corporate initiatives. Yet, based on our collective client work we’ve identified four objectives that serve as a foundation for effectively measuring social marketing using an objective‐based methodology.”


19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: Social Marketing Analytics, Altimeter 2010, p. 10

Starting a conversation / offering audience something to talk aboutAwareness, WOM, promotion/endorsement of conversation Requires relevant + meaningful content

Engage with individuals to elicit feedback and gain deep insightfollow the conversations

Respond to individuals on behalf of the brand / product / companythrough genuine interactiondemonstrate willingness to interact in chosen media

SMM Value Creation and KPIsFoster Dialog


Share of Voice (competitive intelligence metric)

Relative percentage of brand mentions in media among a competitive set

Audience Engagement (product or topic metric; marketing metric)

Proportion of visitors who participate in a specific mktg. initiative (commenting, sharing, linking back, …)

Conversation Reach (product or topic metric; marketing metric)

number of unique visitors who participate in specific brand/issue/topic conversation across one or more social media channels

SMM Value Creation and KPIsFoster Dialog KPIs


Motivate individuals to become brand/product advocates without official connection

Enlarges circle of influence through encouragement of WOM and virality

A ‘neutral’ combat of brand/product marketers to promote and protect

Develop relationship w/ individuals that have a brand affinity (fans) and that are influential

develop existing customer relationships towards advocacy

Segment advocates by degree of influence and core topics

SMM Value Creation and KPIsPromote Advocacy


SMM Value Creation and KPIsPromote Advocacy KPIs


Active Advocates Number of individuals generating positive sentiment over given timeframe

Advocate Influence Relative percentage of influence for individ. advocate over one/more channelsInfluence measured by volume of relevant content, comments, shares; reach compared w/ average.

Advocacy ImpactImpact of direct/indirect contributions of advocate on conversations. Complicated multi‐touch metric. Best measured when linked to conversions.

Individuals can expose their service issues to the world. Those listening develop an impression about brand/company /product. Support through SM is imperative.

Resolving service issues through SM via company response or crowd‐sourcing alternatives

Speedy issue resolution with quality and integrity

Evaluate satisfaction w/ survey and by monitoring feedback.

SMM Value Creation and KPIsFacilitate Support


SMM Value Creation and KPIsFacilitate Support KPIs


Issue Resolution RatePercentage of customer service inquiries resolved satisfactorily through SM. Ideally compared with traditional support metrics. Cost saving metrics can be derived

Resolution TimeAmount of minutes/hours/days required to produce a human generated response. Comparison to traditional support metrics

Satisfaction ScoreIndicates the relative satisfaction of customers. Any combination of quality, delivery, perceived value, overall performance. Should not replace traditional customer satisfaction surveys.

Extraordinary byproduct of engaging in SM. Organizations can take cues from customers comments, suggestions, conversations if they listen carefully.

Gathering customer inside by identifying market needs and service opportunities

Acting on ideas and community feedback

Delivering new products/services to market with credit to customers.

SMM Value Creation and KPIsSpur Innovation


SMM Value Creation and KPIsSpur Innovation KPIs


Topic TrendsBrand/product/service topics identified by monitoring SM conversations. As w/ keyword analysis, success depends on capturing the context and less common keyword substitutes.

Sentiment RatioRatio of positive, neutral and negative brand/product/service… mentions. Different action is recommended for the tree options. Automated sentiment analysis is not yet reliable.

Idea ImpactRate of interaction, engagement + pos. sentiment generated from a new product or service idea. “next generation focus group”. Test concepts, prototypes, … Challenge is to keep critical secrets secret.

SMM Challenges


Disparate SourcesMost conversations occur off the main website. Ever increasing sources with different characteristics. Few best practices to learn from.

Inconsistent DatasetDifferent tools have different filtering capabilities. Data can only be drawn from public sources (privacy).Crawlers and spam filters influence results

New BehaviorsSM creates new behavior: re‐tweets, likes, check‐in,…

Language LimitationsLanguages, industry terminology, slang, Irony and sarcasm, emoticons

SMM Challenges


Use the “so what” test for each metric in the context of the business goals

Result‐oriented metrics over action‐oriented metrics

Know the limitations of your data set (confidence levels, especially for automated text based analytics)

The SMM Process

Goal Setting

Analysis Design

Data Akquisition

Data Transformation

Data Analysis

Reporting


The SMM ProcessGoal Setting


Revenue

Customer Value

CostLink to corporate goals and key performance indicators gives the context(of key importance in order to achieve and keep management buy‐in)

RevenueLink to revenue gives instant understanding what one talks about

CostCost cutting: digital Marketing as a better alternative

Customer Value Higher customer satisf. higher revenue, reduced costBetter market position

The SMM ProcessGoal Setting

19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: based on blue‐ocean‐marketing.com

Cost

Customer Value

Revenue

The SMM ProcessAnalysis Design


Where, what, how fast?

Identify the relevant sources

What are the search terms, keywords and exclusionsname contexttopic context semantic context

One time data screening + status quo analysiscrawling + scraping with depth+ quality, incl. blogs and forums

Adjust while you go

The SMM ProcessAnalysis Design: Twitter


4 main data types on TwitterUser data

relates to the user who posted the message.Friend and follower data

relates to the relationship a user has to other users.Tweet data

all the details and content relating to a particular tweet.Places and Geographic data

the geographic and location based aspects relating to a person or tweet.

4 main measurements to measure for impact of the activity on TwitterImpressions – aggregated users exposed to messages.Reach – number of unique users exposed to a message.Frequency – number of times each unique user reached is exposed to a message.Relevancy – reach to specific demographics.

The SMM ProcessOngoingData Acquisition


Ongoing crawling and scraping Adjust sources, quality and depth on an ongoing basis

Adjust goals and KPIs on an ongoing basis

Adjust to changed and new SMs

But remember:

Only by comparison of historical and current data will true learning occur

The SMM ProcessData Transformation


Scraping of data to increase data qualityRemove irrelevant sourcesSpamCode artifactsDups

Tagging and archiving of data to prepare for data mining

Metadata used for taggingDB storage as text based documents

The SMM ProcessData Analysis


1. Base Line Analysis (can be seen as part of the Analysis Design)

2. Ongoing Monitoring Analysiswith free tools (technology)

with paid for tools (monitoring tools)

as a full‐service package (agency service)



Nov. 2011 interview with socialbakersVP Marketing Katrina Wong.

What does Socialbakers measure?

KW: We naturally look at the number of fans, number of followers, etc., but what

we’re really focusing on is engagement – it’s so important to look deeper than at

just the number of people on your page. It’s about what people are saying, how

often are they saying it and drilling further into that. It’s about how often people

are visiting your page, how long are they staying there, how often are they

saying things about your brand. It’s about the level and quality of feedback rather

than being just about numbers; that’s how I think about the engagement metrics

Socialbakers provides.

Source: http://www.freshnetworks.com/blog/category/topics/social‐media‐monitoring‐buzz‐tracking/



Pilot Study 2011

Source: pilot studyThornley Fallis, 2011



“Pretty Charts”




“Analysis”




Some questions

But are all these kitten lovers net new people every month?

Is this just a one time spike because of something in the news?

Are we building relationships with any of these people?



19.12.2011Dr. Ute Hillmer, Better Reality MarketingSource: pilot studyThornley Fallis, 2011



A list of the top Twitter influencers for Nikon (geofilteredto Canada) based on Sysomos with an algorithmic authority score, sorted by volume.

If one dives deeper and looks at these users, nearly all are spam or of little value to the brand.

The most passionate and influential Nikon brand advocates?



The SMM Process


Source: http://rolandfiege.com/social‐media‐monitoring/

The SMM Process



The SMM State of Technology



Data Acquisition

?% ?Depending on vendor

iterative / automated

Sentiment Analysis

~ 30‐50%manually /semi‐automated

Statistical Analysis √ 100%

iterative / automated

Reporting√

100%on demand / Automated

SMM VendorsList


Anbieter aus D‐A‐CHUnternehmen Name Tool / Service Webseite

altaresMediamonitoring Social Media Monitoring http://www.mediamonitoring.de

anetomyGmbH NetLens http://www.anetomy.net/

ATM Internet Media Monit. Internet Monitoring www.internetmediamonitoring.de

AUSSCHNITT Medienbeobachtung

Social Media Analyse http://www.ausschnitt.de/

bc‐lab Social Media Monitoring http://www.bclab.deBusiness Intelligence Group B.I.G. Screen http://www.intelligence‐group.comCogia Web2.0 Observer http://www.cogia.deCognita AG blueReport http://www.bluereport.net/Complexium CX‐Explorator http://www.complexium.deConsline Monitoring & News Services http://www.consline.comDSG Dialog Solutions GmbH Social Network Analysis http://www.dialog‐solutions.deEthority Social Media Monitoring http://www.ethority.de/hansen‐creativ Social Media Monitoring http://www.hansen‐creativ.deHyve AG Netnography Insights http://www.hyve.deImooty.eu GmbH & Co. KG Imooty http://www.imooty.eu/INDECA Social Media Monitoring http://www.indeca.de/infonitor infonitor http://www.infonitor.deInfopaq SMM (Radian6) http://www.infopaq.de/Infospeed web2monitor http://www.infospeed.de/Interactive Labs WebAlyzer http://www.interactivelabs.de/ITyX Solutions AG COMCRAWLER http://www.ityx‐solutions.deKantar Media WebWatch http://www.kantarmedia.de/Landau Media Web2.0 Beobachtung http://www.landaumedia.deMindlab Solutions GmbH netmind Sphere (Radian6) http://www.mindlab.deMindmatters GmbH Cloudtracker http://cloudtracker.fm/Netbreese Brand Monitoring Solution http://www.netbreeze.chnet‐clipping Social Media Monitoring http://www.net‐clipping.de/OBM‐Media e.K. Web Monitoring http://www.obm‐media.dePressrelations NewsRadar http://www.pressrelations.de

Steinbeis ‐ Transferzentrum der Hochschule Pforzheim

WEBSCANNER http://www.management‐monitor.de

Trendbüro InsightBench http://www.trendbuero.deTWT TWT Social Media Radar http://www.twt.de/Unicepta Medienbeobachtung http://www.unicepta.comVICO Research Consulting Social Media Monitoring http://www.vico‐research.com/de/Webbosaurus Social Media Monitoring http://www.webbosaurus.de/Webreputation webtrace http://www.webreputation.com/

Internationale Anbieter mit deutscher Niederlassung

Unternehmen Name Tool WebseiteAlterian SM2 http://www.alterian.de/AT Internet BuzzWatcher http://de.atinternet.com/Attensity Attensity360 http://www.attensity.com/de/Brandwatch Brandwatch http://www.brandwatch.com/Cision Deutschland GmbH CisionMonitor http://de.cision.comJive Software Market Engagement Solution http://www.jivesoftware.comLinkfluenceMeltwater Group

Social Media MonitoringMeltwater Buzz

http://de.linkfluence.nethttp://meltwater.com/

Nielsen BuzzMetrics http://de.nielsen.com/Publicis Consultans Net Intelligence http://www.netintelligence.com

SMM VendorsList


38 DACH vendors10 internat. vendors with a German branch

For a detailed list, see Stefanie Aßmanns Blog at:http://social‐media‐monitoring.blogspot.com/p/liste‐social‐media‐monitoring‐anbieter_22.html

SMM VendorsDespite variation + confusion from too many vendors, there are areas of strength: ability to capture conversations, sentiment and brand mentions across a broad scope of Internet activity.

help organizations “learn” necessary component for social media measurementsome solutions require a finite set of keywords and know what you’re looking for learn. Others capture a wider range of social interactions and aid in the discovery process. many commercial tools available offer the ability to track trends within conversations and reveal interesting facts about social media activity.

Almost all tools lack the ability to define custom metrics or perform true analytical analysis on the data. For organizations with complex KPIs + need to segment and analyze data at granular level, limitations are frustrating because tools cannot deliver.

The good news: social media monitoring tools are improving every day.


Terminology

SEM SEA SEO AdSense

AdWordsCTR CPC CPM/CPTCPASentiment Analysis

19.12.2011

= Search Engine Marketing= Search Engine Advertising= Search Engine Optimization= Targets ads to site content and audience by ad serving services.

= Keywords Advertising by Google= Click Trough Rate= Cost per Click= Cost per Mille/Thousand= Cost per Acquisition= aims to determine the attitude of a message
