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An overview of some of the Social Media Monitoring Tools that are available in the market. A big challenge is knowing what's out there and what these tools offer, since the landscape is very fragmented with multiple vendors. This presentation hopefully will provide some guidelines in understanding the tools available
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SOCIAL MEDIA MONITORING TOOLS
An Overview
Social Intelligence
Social Intelligence
The concept of informing marketing and business decisions with insights found in social media data
Social intelligence is not possible without a technology platform
Technologically based listening platforms exists to enable social media monitoring
What is social media monitoring
It is the process of analyzing, understanding, acting upon and responding to conversations about brands, products, reputation and consumer opinions on the web
Social media monitoring helps Discover conversations in real-time Analyze and measure trends Determine geo-locations of active conversations Gather information on demographics (e.g. gender and age) Evaluate sentiment Identify key influencers
3 step approach to social media monitoring
Listening: Discovering real-time and relevant consumer conversations
Measuring: Monitoring, analyzing and tracking those conversations
Acting: Identifying insights, and transforming the insights into action
It all starts with objectives
Market research Competitive analysis Crisis management Campaign analysis Obtain general “pulse” of online buzz
within given topic area(s)
Topic selection to monitor depends on the objectives
Brand Products Competitors Category/industry
In order to see success start small, tracking a manageable number of topics, and tie them back to a specific business purpose. Eg. For instance, instead of monitoring for its popular consumer brand,
one CPG company tracks a few isolated products. This gave it the opportunity to connect its recent campaigns to the volume and sentiment of online discussion, to understand how its messaging resonates with customers
Metrics tell us whether the objectives have been met
Some realities regarding listening platforms
Market is in relative infancy Market is highly fragmented – plethora of
startups New players coming into market ALL the
time Vendors come in all shapes and sizes Questionable data quality - challenges
with sentiment analysis, inability to weed out spam, influencer identification issues
Three tiers of social media monitoring tools
Dept
h of
Ana
lysis
Pricing
Top-Tier
Mid-Tier
Bottom-Tier
Comparison of different tiersBottom-Tier Mid-Tier Top-Tier
Price Free $100-$300 a month $600 and above
CoverageBlogs, Sites, News, Facebook, Twitter, Flickr, YouTube
Blogs, Sites, News, Facebook, Twitter, YouTube, Forums, Discussion Boards
Blogs, Sites, News, Facebook, Twitter, YouTube, Forums, Discussion Boards, Buy-Sell, Social Bookmarking
Data Filtering None None Data is de-duplicated
Real-Time Data Updates None Yes Yes
Data Visualization None to basic Delivers analytics based on Facebook, Twiitter, Google sites
Depth of analytics with flexible drill down
Brand References by Geography None Yes Yes
Languages Covered English Mainly English but varies based on tool
Multiple languages (English, Chinese, Japanese, French, etc.)
Demographic Information None Yes Yes
Identifying Influencers None Yes Yes
Sentiment Analysis None Yes Yes
Reporting None Data Download and reports Data download and reports
Historical Data None Mostly, one month to a year More than two years
Examples SocialMention, SocialPointer, Google Alerts Hootsuite, ViralHeat, Ubervu Radian6, Nielsen, Sysomos
Moving forward
1. Step 1 Decide which tier we think we should pursue based on objectives
and budget Identify which topics we want to track Define metrics we would like to track
2. Step 2 Select tool within the relevant tier Set up the tool
3. Step 3 Begin monitoring Measure results Generate insights
Appendix
Bottom-Tier Tools
Comparison of Bottom-tier tools
ToolsSocialMention SocialPointer Google Alerts
Price Free Free Free
Coverage Twitter, Facebook, YouTube, etc., Blogs
Twitter, Facebook, YouTube, etc., Blogs, News
Web sources (blogs, websites, press release)
Analytics Point-in-time search and analysis
Point-in time analysis of keyword mentions None
Reporting None Reports available only as web page None
Identifying Influencers
Basic ability to track top users based on keywords
None None
Sentiment Analysis Included None None
Feat
ures
SocialMention
Provides list of social media mentions and links for a specific keyword
Mentions don’t have filtering capabilities E.g. Search for “Coke” returns results
including the term but not in context of the brand
Additional measures include “Passion” that estimates the
likelihood that consumers talking about the brand will continue to do so
“Reach” that measures the number of consumers referencing the brand
Also, gives a list of top hashtags associated with the keyword
http://socialmention.com/
SocialPointer Online tool allows keyword,
brand and competitive tracking Keywords can be chosen to be
exact matches Broad matches will return results
including any of the terms Results can be tracked on a
weekly, monthly, yearly basis or a date range can be specified
Reports are not clickable to display the results from the different media
Report doesn’t display “Buy-Sell” sites
No ability to identify influencers, sentiment and popular hashtags
www.socialpointer.com
Google alerts
Google Alerts return results from different media based on keywords
http://www.google.com/alerts
Mid-Tier Tools
Comparison of Mid-tier tools
ToolsHootsuite Ubervu Viral Heat
Price $5.99/mo $179.99/mo $89.99/mo
Coverage GooglePlus, LinkedIn, Facebook, Twitter
Facebook, Twitter, YouTube, Flickr, Picasa, News sites, Blogs
Facebook, Twitter, YouTube, Flickr, Picasa, News sites, Blogs
AnalyticsMentions, URL tracking, Google Analytics, FB Insights
Mentions, Demographics, Reach, Mentions, Reach
Brand References (Geographic Locations)
No Yes Yes
Reporting Automated daily/weekly custom reports Daily/Weekly reports Daily/Weekly reports
Identifying Influencers
Built-in Klout integration to identify influencers Yes Yes
Sentiment Analysis Included Included Included
Feat
ures
Hootsuite
Hootsuite has a free, a pro version at $5.99/mo
Vanity URL shortener at $499/mo 30 report modules to choose from Reports include
Twitter brand mentions Twitter profile follower growth Facebook Likes and demographics Social link clicks and website visits from
Google 1 Free report with Pro plan Also offers an Enterprise Plan
At $1499.99/mo 10 Free reports
Hootsuite.com
UberVU
Tool allows tagging consumers to classify them as influencers/complainers
Ubervu.com
Viralheat
Data from the last 30 days is available
Provides mentions based on Facebook, Twitter, YouTube
Multiple profiles supported
Viralheat.com
Top-Tier Tools
Comparison of top-tier tools Tools
Radian6 Nielsen Alterian ScoutLabs Sysomos
Social Integration
Blogs, Twitter, Facebook, YouTube, News, Forums
Twitter, Facebook, YouTube, etc., Blogs
Twitter, Facebook, YouTube, etc., Blogs, News
Web sources (blogs, websites, Twitter, Facebook, press release)
Blogs, forums, News, Twitter, YouTube, Facebook, Flickr
Identifying Influencers
Best tracks influencers on blogs, Twitter, includes Klout Integration
Influencer tracking and outreach
Tracks influencers across different platforms (Data Segmentation)
Best tracks influencers across YouTube
Tracks influencer depth across platform (provides stats on followers of influencers)
Sentiment Analysis Included Included
Included (doesn’t extract sentiment from Twitter)
Included Included
Feat
ures
Comparison of top-tier tools Tools
Radian6 Nielsen Alterian ScoutLabs Sysomos
Ease of set-up Low Medium Medium High High
User Friendliness Low Medium Medium High High
Data Latency Low High Medium Medium High
Tool Responsiveness High Low Medium Medium Medium
Consulting Medium High Low Low Medium
Sentiment Accuracy Medium High Medium Medium High
Feat
ures
Note:Data Latency: The speed at which the conversations can enter a tool, the faster the tool the lower the latency
Radian6
4 tiers of pricing $600/mo for 1 Topic Profile $1800/mo for 4 Topic Profiles
and web analytics $4100/mo for 10 Topic
Profiles with set up by Professional Services
$!0K/mo for 20 Topic Profiles with Omniture and Google Analytics
Different widgets for data visualization
Personalized dashboard Flexible drilldown system
Radian6.com
Nielsen Buzzmetrics
Robust drilldown of data
Excellent reporting capabilities
Provides Brand Monitoring, ThreatTracker, Brand Association Map and Digital Strategic Services
Free BlogPulse – online search engine analyzing and reporting on daily blog activity
http://www.nielsen-online.com/products_buzz.jsp?section=pro_buzz#1
Alterian
Detailed classification of content emotions such as: anger, sadness, social, family, friend, anxiety, bio, body,
sexual, ingest, achieve, home, money, religious, death and leisure
Flexible data segmentation Identifies sites of influence and influencers in one go
Alterian.com
Scoutlabs
Includes Quotes feature which pulls out emotive text and categorizes it into: loves, hates, wishes, comparisons, recommendations,
issues and caveats Provides good long term coverage of major changes,
so that big trends in the past can be analyzed from graph spikes
Sysomos
Offers global filters to change the language or location
Monitors a broad spectrum, and provides analysis of extent of interest on a topic/brand
Analytical tools that provide insight and sophisticated drill down capabilities
Influencer tab has “Twitter Mapping” It provides a pictorial representation of
Twitter handles, indicating their level of engagement and their influence, giving a quick overview of Twitter influencers
Sysomos.com
