Social Media Monitoring. Dieter Fensel , Birgit Leiter , Ioannis Stavrakantonakis. Social Media Monitoring. Overview Introduction What is Social Media Monitoring? Why do we need the SMM? Available media channels Core Features of the SMM tools SMM tools available in the market - PowerPoint PPT Presentation
Social Media MonitoringDieter Fensel, Birgit Leiter, Ioannis Stavrakantonakis Copyright 2008 STI INNSBRUCK www.sti-innsbruck.atwww.sti-innsbruck.atSocial Media MonitoringOverviewIntroductionWhat is Social Media Monitoring?Why do we need the SMM?Available media channelsCore Features of the SMM toolsSMM tools available in the marketNext Step: Response!Summary
2www.sti-innsbruck.at2IntroductionGiven the increasingly large number of consumers using social media, enterprises cannot ignore the power that is weaved within its networks.
They need to bePresent in the relevant communication channelsAware of what is discussed about their products and servicesTherefore Social Media Monitoring is indispensible
Social Media Monitoring Tools enable enterprises to have access to real customers opinions, complains and questions at real time in a highly scalable way.
www.sti-innsbruck.atFigure needed3Social Media MonitoringOverviewIntroductionWhat is Social Media Monitoring?Why do we need the SMM?Available media channelsCore Features of the SMM toolsSMM tools available in the marketNext Step: Response!Summary
4www.sti-innsbruck.at4What is Social Media Monitoring?Definition*
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities. It supports a quick overview and insight into topics and opinions on the social web.
*http://de.wikipedia.org/wiki/Social_Media#Monitoring5www.sti-innsbruck.atFigure needed5What is Social Media Monitoring?SMM tools facilitate the listening of what people say about various topics in the social media sphere (blogs, twitter, facebook, etc.)
Listening: is active, focused, concentrated attention for the purpose of understanding the meanings expressed by a speaker.
Hearing: is an accidental and automatic brain response to sound that requires no effort.
Are you listening?6www.sti-innsbruck.atFigure needed6What is Social Media Monitoring?Harness the wealth of information available online in the form of user-generated content
These tools offer means for listening to the social media users, analyzing and measuring their activity in relation to a brand or enterprise
Offer access to real customers opinions, complaints and questions, in real time, in a highly scalable way7www.sti-innsbruck.atFigure needed7What is Social Media Monitoring?The Social Media Monitoring (SMM) tools are NOT Social Media Dashboard tools. Their goal is NOT to administrate your social media accounts. But, their goal is to ENABLE YOU TO LISTEN to what is being said about certain topics on the web.
8www.sti-innsbruck.at8Social Media MonitoringOverviewIntroductionWhat is Social Media Monitoring?Why do we need the SMM?Available media channelsCore Features of the SMM toolsSMM tools available in the marketNext Step: Response!Summary
9www.sti-innsbruck.at9Why do we need the SMM?The direct, unfiltered, brutally honest nature of much online discussion is gold dust to big companies that want to spot trends, or find out what customers really think of them.The Economist, March 2006
As control of a brands marketing messagesand, indeed, its very imagemigrates from traditional media to social media, companies need to become increasingly adept at paying attention to how they're being perceived in the online world.The Aberdeen Group, February 2008
Why do we need the SMM?Provide valuable insight from the side of enterprises regarding which strategy they should employ
Determine the most effective and ineffective offered features of an enterprise
11www.sti-innsbruck.at11Why do we need the SMM?The speed at which one can investigate a topic of interest, which greatly exceeds that of a traditional survey approach.
Social Media Monitoring is more precise, faster and more economical than traditional expert panel analysis.
Information is conveyed to someone who can absorb, process and formulate a response its really hearing vs. listening.
12www.sti-innsbruck.at12Why do we need the SMM?Reputation management
Event detection, issue and crisis management
Trend and market research plus campaign monitoring
Influencer detection and customer relationship management
Product and innovation management
Manage Word of mouth13www.sti-innsbruck.at13Social Media MonitoringOverviewIntroductionWhat is Social Media Monitoring?Why do we need the SMM?Available media channelsCore Features of the SMM toolsSMM tools available in the marketNext Step: Response!Summary
14www.sti-innsbruck.at14Channels to analyzeSocial networks, e.g.:
Facebook (Q1 2012):
526 million daily active users
3.2 billion Likes and Comments per day
500K comments per minute
700K status updates per minute
80K wall posts per minute
15www.sti-innsbruck.athttp://newsroom.fb.com/content/default.aspx?NewsAreaId=22http://blog.twitter.com/2011/06/200-million-tweets-per-day.html15Channels to analyzeSocial networks, e.g.:
200 million Tweets per day (2011)
200K Tweets per minute
LinkedIn: 147 million users
Google+: 170 million users
16www.sti-innsbruck.athttp://newsroom.fb.com/content/default.aspx?NewsAreaId=22http://blog.twitter.com/2011/06/200-million-tweets-per-day.html16Channels to analyzeSharing networks, e.g.:
4 billion videos are viewed a day
100 million people take a social action on YouTube every week (likes, shares, comments, etc)
Flickr: >6.500 new photos per minute
Pinterest: 13 million usersAmerican users spend an average of97.8 minutes
17www.sti-innsbruck.athttp://www.youtube.com/t/press_statistics17Channels to analyzeEmail lists
2172 million Email users
3375 million Active email accounts
2.8 million emails per second
90 trillion emails per year
18www.sti-innsbruck.athttp://email.about.com/od/emailtrivia/f/emails_per_day.htmhttp://www.radicati.com/wp/wp-content/uploads/2010/04/Email-Statistics-Report-2010-2014-Brochure.pdf18Channels to analyzeGroup Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups, etc.)
Forums: 2K posts per minute
9 million groups
113 million users
933 thousand unique visitors daily
19www.sti-innsbruck.athttp://en.wikipedia.org/wiki/Yahoo!_Groups19Channels to analyzeNews feeds
Total Feeds*: 694,311
Atom Feeds*: 86,496
RSS feeds*: 438,102 (63% of the total)
*source: http://www.syndic8.com 20www.sti-innsbruck.athttp://www.syndic8.com/stats.php?Section=feeds#tabtable20Channels to analyzeBlogs:
>95 million blogs available online
22K posts per minute
Tumblr (Q2 2012):
55.9 Million blogs
23.3 Billion posts
20K posts per minute
WordPress (Q2 2012)
73.724.911 WordPress sites
21www.sti-innsbruck.at21Channels to analyzeTraditional mediums:
365 TV channels licensed in Germany
822 Radio stations in Germany
Print mediums (newspapers, magazines)
382 Daily newspapers in Germany
4180 Weekly magazines in Germany
22www.sti-innsbruck.athttp://www.pressreference.com/Fa-Gu/Germany.htmlhttp://en.wikipedia.org/wiki/Television_in_Germany22Channels to analyzeOnline News:
News websites: >25.000
Online radio stations: >2700 Online radio stations in Germany
23www.sti-innsbruck.atMedia metrics statistics about the news websiteshttp://blogs.rnw.nl/medianetwork/currently-about-2700-online-radio-stations-in-germany
23Available media channelsThe Conversation
SOCIAL NETWORKSWIKISPHOTO SHARINGBLOGSMAINSTREAM MEDIAMICROBLOGSFORUMS/NEWSGROUPSVIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
24www.sti-innsbruck.athttp://newsroom.fb.com/content/default.aspx?NewsAreaId=22http://blog.twitter.com/2011/06/200-million-tweets-per-day.htmlhttp://www.youtube.com/t/press_statistics24Social Media Monitoring
25www.sti-innsbruck.at25Available media channelsHow many people would you need to manage the chaos of social media activity and extract valuable insights for your brand?
26www.sti-innsbruck.at26Social Media MonitoringOverviewIntroductionWhat is Social Media Monitoring?Why do we need the SMM?Available media channelsCore Features of the SMM toolsSMM tools available in the marketNext Step: Response!Summary
27www.sti-innsbruck.at27Core Features of the SMM toolsA Social Media Monitoring tool should support the following core features:
28www.sti-innsbruck.at28Listening gridSMMs should be able to gather data from many sources and in different forms (e.g. posts, pictures, videos) and establish a listening grid to capture such data.
The listening grid focuses on three main aspects: The channels that are monitored (e.g. blogs and micro-blogs, social networks, video and image websites, etc.); Which countries and languages the tools provide support for; and The topics relevant to the enterprise. Additionally, the listening grid should send alerts to inform clients (e.g. when post volume increases over a defined threshold or sentiment be-comes very negative).
29www.sti-innsbruck.at29Data analysisHaving established a listening grid that captures data and posts around the topics the user is interested in, the next step is to analyze the data and produce actionable reports and insights for the user of the tool.
The analysis is of particular importance as it encompasses t