Selecting the Right Social Media Monitoring ToolsSMM: Integration • Integration = “closing the technical loop” – Typical contemporary digital marketing toolkit; • WCXM platform

Jarrod Gingras Analyst / Director of Advisory Services

Real Story Group @jarrodgingras

Selecting the Right Social Media Monitoring Tools!

Exposing the real weaknesses and strengths of web and enterprise technology products

Copyright © 2012 Real Story Group www.realstorygroup.com

Session Agenda

•  What is Social Media Monitoring ? –  How does it fit into the overall “Digital Marketing” landscape ?

•  Why are people interested in SMM Tools ? –  What is the business case ?

•  Deconstruction of a typical SMM product –  Data collection & Processing –  Analysis & Presentation

•  Integration (closing the loop)

–  Technical –  Organizational

•  A brief guide to product selection

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Real Story Group: What We Do

Analyze weaknesses and strengths of the tools....and vendors

Advise on successful technology selection


What Independence Means To Us


Research Areas: Content Technologies

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What Independence Means To Us


Digital Marketing Landscape

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Overlap

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Digital Marketing Scenarios

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What is “Social Media Monitoring” ?

•  You want to know what people are discussing about your

brand •  Benchmark your offerings with your competitors •  Gather feedback on your offerings •  Resolve customer complaints and handle customer

service •  Gather competitive intelligence •  Find out who influence your brands (positive / negative) •  Increase leads •  Run campaigns

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Social Media Monitoring

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Social Media Intelligence

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Social Customer Engagement

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Why are people interested in SMM?

•  What’s the (business) case? –  Social is not broadcast –  Meet customers in the channel of their choosing

•  The danger of doing nothing –  Market Intelligence –  Competitive Intelligence

•  The cost of interactions –  Customer Support –  Crisis Management

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Deconstruction of a typical SMM Platform

•  Social Media Monitoring platforms typically consist of two key elements;

–  Data Collection & Processing •  Sources Monitored •  Data Management •  Administration & Configuration

–  Analysis & Presentation •  Dashboard •  Analytics & Reporting •  Engagement •  Alerting

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SMM: Data Collection & Processing

•  Sources Monitored; –  All tools will talk of content sources in the millions

•  Websites •  Blogs / Blog Hosts (Blogger, Wordpress, Tumblr) •  Video/Audio sharing sites (YouTube, Daily Motion) •  Microblogging (Twitter) •  Social Networking (Facebook, LinkedIn, Google+)

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•  Sources Monitored;

–  The devil is in the detail •  Are these sources fixed ? •  Can you create your own ? •  Do they include regional players ?

–  Don’t be blinded by numbers •  Wordpress ALONE can number millions •  Breadth != Quality •  For B2B, numbers can be meaningless

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•  Data Management; –  Signal to Noise Ratio

•  De-duplication generally required •  The “Like” & the “RT”

–  Think about your business scenarios –  Processing & Identification

•  Extraction of meaning (in itself a HUGE topic)

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•  Administration & Configuration –  Create datasets (sources) for analysis

•  Geography, Language etc •  Base level queries

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SMM: Analysis & Presentation

•  Dashboard –  Provides a view on datasets –  Customization likely to be key when binding to a business process

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•  Reporting & Analytics –  The real “heart of the system” –  Major differentiator between pure monitoring & intelligence tools

–  Sentiment Analysis •  Generally at the lower end of accuracy rates for analytics tools

–  Most engines OEM’d •  Highly language dependent

–  Native language –  Anti-Language –  Language compression –  Sampling results vital to dismiss “false positives” etc

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•  Key elements to consider; –  What types of metrics are available? –  Can you define your own metrics? –  Can you define ad-hoc reports if the out-of-the-box reports are

not enough for you? –  Can you export reports to external systems? –  Can you drill down progressively? –  Can the tool do sentiment analysis? Can it do in your languages?

Is it accurate enough for you? –  Is the sentiment analysis based on sentiment of a post or a

sentence? –  Can it identify influencers? Can you manage influencers? –  Can you filter and segment influencers? –  Can the tool do trend analysis?

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•  Engagement & Alerting –  Engagement = “closing the social loop”

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•  Engagement considerations •  Routing/joining contact to CRM •  Subsequent tracking of case

–  Internally (e.g. customer support) –  Externally (e.g. via customer chosen channel)

•  Alerting •  How do you know a conversation has started ? •  Alerting within SMM vs outside platform •  Most, if not all weak on latter (e.g. email notifications)

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SMM: Integration

•  Integration = “closing the technical loop” –  Typical contemporary digital marketing toolkit;

•  WCXM platform •  Marketing Automation platform •  Web Analytics Service •  CRM Tool •  Social Media Monitoring and Intelligence Service

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SMM: Integration

•  CRM is central hub for a field marketer –  SMM vendors will offer connectors to a limited range of CRM vendors

•  Salesforce (plus maybe MS Dynamics, Oracle Seibel) –  Connectors typically uni-directional

•  SMM -> CRM •  Salesforce can be especially tricky due to batch approach

–  Managing “events” is a mix of technical / organizational •  Creating alerts as to new event and triggering response •  Managing human process that underpins this also vital

–  As ever, APIs != Lego •  Don’t assume even single vendor offerings are well integrated

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Real Story Vendor Procurement (RSVP) Overview

Needs Analysis Scenario Development Market Analysis RFP / Tender Demos & POC Selection


Buying Enterprise Software


Testable process

Test via scenarios

in RFP

Test via custom demos

Test via head-to-

head pilots


SMM: Selection

•  Specific elements to consider –  Language (especially with reference to sentiment) –  Customization of sources to meet business need –  How are you going to close the loop ?

•  Technically ? •  Organizationally ?

•  Points to remember –  Market is immature;

•  Technically •  Operationally

–  Highly acquisitional

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Let’s Stay in Touch…

Get a free sample of our evaluation research:"http://www.realstorygroup.com/Sample/ Purchase any research stream: http://www.realstorygroup.com/Purchase/ Contact me directly:

[email protected] Twitter: @jarrodgingras

Documents

Selecting the Right Social Media Monitoring ToolsSMM: Integration • Integration = “closing the technical loop” – Typical contemporary digital marketing toolkit; • WCXM platform