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Monitoring van
social media

Tom Muyllaert
Lets connect Im Tom Muyllaert ;-)




                                               E: tmuyllaert@reference.be
                                               W: www.reference.be
                                               W: bit.ly/tmuyllaert
   Created with Tweet Topic Explorer




                                       Monitoring van social media - Tom Muyllaert   28/11/2012   2
INTRODUCTION


          Monitoring van social media - Tom Muyllaert   28/11/2012   3
in
social
media


     Monitoring van social media - Tom Muyllaert   28/11/2012   4
 so the question is




                             Whats the
                             buzz about?
                       Monitoring van social media - Tom Muyllaert   28/11/2012   5
鞄看敬艶厩艶姻




           Monitoring van social media - Tom Muyllaert   28/11/2012   6
Were facing challenges!


                              Billions of conversations
                              Unstructered & dispersed
                              A lot of noise
                              Multiple languages
                              How to interact, choose
                               who to interact with




                   Monitoring van social media - Tom Muyllaert   28/11/2012   7
 Whats listening about?




monitoring  listening



                       Monitoring van social media - Tom Muyllaert   28/11/2012   8
Multiple forms of listening


     REACTIVE                                           PROACTIVE



    Customer care                              Competitor tracking
    Helpdesk                                   Direct & indirect
    Brand monitoring                            customer needs
    E-reputation                       MARKET RESEARCH & INNOVATION



                                               Trend detection
                                               Product & service development
                                               Content Marketing
                                               

                        Monitoring van social media - Tom Muyllaert   28/11/2012   9
 The listening pyramid




                            Monitoring van social media - Tom Muyllaert   28/11/2012   10
Social intelligence starts
  with the ability to listen(*)

(*) Without listening, your strategy becomes pointless




                         Monitoring van social media - Tom Muyllaert   28/11/2012   11
Towards a listening framework


                    Why listen?

                    Where to listen?

                    Who to listen to ?

                    How to listen to ?

                    How to implement?

                    What do we learn?
WHY LISTEN?
 Business reasons to listen
                                                                               Need detection vs.
                                                                               solutions, fine-tune
                                                          Gain                  marketing promise
     Use words & phrases that                         customer &
    the target audience is using                        market
                                                        insights
       (keywords vs. natural
             language
                                                                                  Increase
                                   Increase SEO                                  market &
                                    effectivness                                  product
                                                                                 awareness


                                                    Possible                                            Detect opportunities
                                                    Listening                                          early in the sales cycle
                                                   Objectives
    Monitor PR efforts, detect
     new PR opportunities,              Brand
        improve investor           management,
                                                                                  Generate
           relations,             improve PR &
                                                                                   leads
                                    stakeholder
                                      relations



                                                          Gain
                                                      competitive
                                                        insights             Research competitor
                                                                           strengths & weaknesses,
                                                                                perception, 




                                                   Monitoring van social media - Tom Muyllaert        28/11/2012          14
 Who owns listening within the organization?




  10,8%           28.8%         41%                             18%                              1.4%

  Decentralized   Centralized   Hub and Spoke                   Multiple Hub                     Holistic
                                                                and Spoke

                                                                (Dandelion)




                                                                               n = 140 - source: Altimeter



                                 Monitoring van social media - Tom Muyllaert        28/11/2012          15
Listen, respond & engage: social media workflow




   Source: David Armano  Edelman Digital


                                            Monitoring van social media - Tom Muyllaert   28/11/2012   16
 Key Metrics & KPIs

     Awareness in the social
           channel
      share of voice, #referrals
       from brand website, ....                                                                         Stimulate innvation
                                      Attention &                                                      #trending topics (e.g. on
      Brand engagement &
                                                                  Insights
       appreciation of the            Appreciation                                                 product & service conversations,
                                                                                                    specific themes), competitor
         social channel                                                                             benchmarks, insights in target
  #subscribers, #followers, #likes,                                                                    audience & conversation
        #commets, #view                                                                                       drivers, 




                                                                                                   Creates word of mouth &
    Desired action from the
   social channel / initiative
                                        Action                  Advocacy                              stimulates advocay

   #NX-letter sign-ups, online                                                                        #influencers, #advocates,
        orders, leads,                                                                                      #embeds, 




                                                     Monitoring van social media - Tom Muyllaert           28/11/2012          17
Monitoring van social media - Tom Muyllaert   28/11/2012   18
Monitoring van social media - Tom Muyllaert   28/11/2012   19
Monitoring van social media - Tom Muyllaert   28/11/2012   20
mind
the simplification of influence!




               Monitoring van social media - Tom Muyllaert   28/11/2012   21
Book tip. Must read!



                                 www.influenceprofessional.com




                                                      The 6 influence flows




                       Monitoring van social media - Tom Muyllaert      28/11/2012   22
WHERE TO LISTEN?


           Monitoring van social media - Tom Muyllaert   28/11/2012   23
Choosing your backyard




 OWNED                                           EARNED
 MEDIA                                            MEDIA
                 PAID
                MEDIA
                   Monitoring van social media - Tom Muyllaert   28/11/2012   24
Choosing your backyard




          Source: TNS NIPO  Earn your owned media




                                 Monitoring van social media - Tom Muyllaert   28/11/2012   25
Choosing your backyard




          Source: TNS NIPO  Earn your owned media




                                 Monitoring van social media - Tom Muyllaert   28/11/2012   26
Brand backyard  owned media: Yunomi




                  Monitoring van social media - Tom Muyllaert   28/11/2012   27
WHO TO LISTEN TO?


           Monitoring van social media - Tom Muyllaert   28/11/2012   28
Social network demographics




Source: Insites Consulting  Social media around the world report 2012


                                                   Monitoring van social media - Tom Muyllaert   28/11/2012   29
Social networks data per country




                   Monitoring van social media - Tom Muyllaert   28/11/2012   30
Social networks data

http://bvlg.blogspot.be/             http://www.comscoredatamine.com




                           Monitoring van social media - Tom Muyllaert   28/11/2012   31
HOW TO LISTEN?


           Monitoring van social media - Tom Muyllaert   28/11/2012   32
Types of listening solutions


      Research & data       Monitoring & reporting                          Monitoring &
      monitoring tools               tools                                engagement tools
  Focus: providing data   Focus: real-time                        Focus: primarily on
   for research             monitoring for PR,                       engagement
  Large amounts of         support                                 Listen & respond 
   reliable data           Very user-friendly                       community
  Less feature rich       Many also starting to                    management
  More data(sources)       offer customer                          Limited listening
  Longer history           engagement                               capabilities
   (historical data)       No long historical data


            SDL SM2               Engagor                                      Hootsuite
Nielsen Buzzmetrics               Radian6                                    Socialbakers
                                                                         MarketMeSuite
                                                                                 Engagor
                                                                                      .


                                  Monitoring van social media - Tom Muyllaert    28/11/2012   33
How to choose the right tool?
                                     Integration



                      Price vs.                               Data import -
                       value                                     export




                           Some factors to keep in mind
                                                                         Date sources
       Features &
                                                                          & content
       funtionality
                                                                          collection




                  Data quality                               Localisation &
                   & integrity                               segmentation


                                     Analysis &
                                      analytics




                                     Monitoring van social media - Tom Muyllaert        28/11/2012   34
Do it yourself tools
  http://www.48ers.com/                                    http://topsy.com




http://www.socialmention.com                         http://bottlenose.com




                               Monitoring van social media - Tom Muyllaert   28/11/2012   35
Do it yourself tools
http://search.twitter.com                 http://snapbird.org (Twitter)




  http://search.twitter.com/search
  .rss?q=yoursearchterm




                                     Monitoring van social media - Tom Muyllaert   28/11/2012   36
Do it yourself tools

   https://app.conversocial.com/profiler/ (Facebook)




                            Monitoring van social media - Tom Muyllaert   28/11/2012   37
Do it yourself tools

http://www.searchinstagram.com




                                 Monitoring van social media - Tom Muyllaert   28/11/2012   38
Do it yourself tools

http://www.wordle.net/create (Trends)




                             Monitoring van social media - Tom Muyllaert   28/11/2012   39
A practical roadmap to setup a listening framework

HOW TO IMPLEMENT?


                           Monitoring van social media - Tom Muyllaert   28/11/2012   40
Listening process setup




                              Setup
                           (automatic)
                                                                    Start
 Setting     Define the   conversation     Upfront noise                                             Reporting &
                                                                 (historical)       Data cleaning
objectives    universe    classification    reduction                                                  analysis
                                                                 monitoring
                            schemes &
                             workflow




                                           Monitoring van social media - Tom Muyllaert       28/11/2012      41
Segment conversations into meaningful topics
              CONVERSATION TOPICS

 BRAND      PRODUCTS                   COMPETITORS                        TOPICS



   Issues     Product a                      Competitor 1                 Energy saving




    PR        Product b                      Competitor 2                 Green energy




    HR           ...                                                            ..


              DEFINE AND/OR COMBINE
                    SUBTOPICS
                          Monitoring van social media - Tom Muyllaert   28/11/2012        42
Automatic classification of conversations
   Example of an automatic conversation classification scheme
   applied to Samsung Benelux



                         PRICE PERCEPTION



                          FEATURES                               ANDROID                 SCREEN
GALAXY TAB
   10.1                                                          CAMERA                  
                         BUYING INTENTION



                          REVIEWS


                              Monitoring van social media - Tom Muyllaert   28/11/2012     43
Automatic classification of conversations

                                             CREATING CLASSIFICATION
                                                 RULES BASED ON
   
                  price                            PROXIMITY


      price
   perception             expensive
                                                   Galaxy tab 10.1 mentions
    verbatim
                                                                      NEAR
                                                   Price perception verbatim
                cheap
cheaper
                            =       store in dedicated category Galaxy
                                            Tab 10.1  price perception

                             Monitoring van social media - Tom Muyllaert     28/11/2012   44
WHAT DO WE LEARN?


           Monitoring van social media - Tom Muyllaert   28/11/2012   45
Data & business insights
cant be automated




              Monitoring van social media - Tom Muyllaert   28/11/2012   46
THANK YOU!




                             Kluwer Opleidingen
                  www.kluweropleidingen.be
             Monitoring van social media - Tom Muyllaert
                                            28/11/2012
                                                     47

More Related Content

Kluwer Social Media Experience Day: Monitoring van social media

  • 2. Lets connect Im Tom Muyllaert ;-) E: tmuyllaert@reference.be W: www.reference.be W: bit.ly/tmuyllaert Created with Tweet Topic Explorer Monitoring van social media - Tom Muyllaert 28/11/2012 2
  • 3. INTRODUCTION Monitoring van social media - Tom Muyllaert 28/11/2012 3
  • 4. in social media Monitoring van social media - Tom Muyllaert 28/11/2012 4
  • 5. so the question is Whats the buzz about? Monitoring van social media - Tom Muyllaert 28/11/2012 5
  • 6. 鞄看敬艶厩艶姻 Monitoring van social media - Tom Muyllaert 28/11/2012 6
  • 7. Were facing challenges! Billions of conversations Unstructered & dispersed A lot of noise Multiple languages How to interact, choose who to interact with Monitoring van social media - Tom Muyllaert 28/11/2012 7
  • 8. Whats listening about? monitoring listening Monitoring van social media - Tom Muyllaert 28/11/2012 8
  • 9. Multiple forms of listening REACTIVE PROACTIVE Customer care Competitor tracking Helpdesk Direct & indirect Brand monitoring customer needs E-reputation MARKET RESEARCH & INNOVATION Trend detection Product & service development Content Marketing Monitoring van social media - Tom Muyllaert 28/11/2012 9
  • 10. The listening pyramid Monitoring van social media - Tom Muyllaert 28/11/2012 10
  • 11. Social intelligence starts with the ability to listen(*) (*) Without listening, your strategy becomes pointless Monitoring van social media - Tom Muyllaert 28/11/2012 11
  • 12. Towards a listening framework Why listen? Where to listen? Who to listen to ? How to listen to ? How to implement? What do we learn?
  • 14. Business reasons to listen Need detection vs. solutions, fine-tune Gain marketing promise Use words & phrases that customer & the target audience is using market insights (keywords vs. natural language Increase Increase SEO market & effectivness product awareness Possible Detect opportunities Listening early in the sales cycle Objectives Monitor PR efforts, detect new PR opportunities, Brand improve investor management, Generate relations, improve PR & leads stakeholder relations Gain competitive insights Research competitor strengths & weaknesses, perception, Monitoring van social media - Tom Muyllaert 28/11/2012 14
  • 15. Who owns listening within the organization? 10,8% 28.8% 41% 18% 1.4% Decentralized Centralized Hub and Spoke Multiple Hub Holistic and Spoke (Dandelion) n = 140 - source: Altimeter Monitoring van social media - Tom Muyllaert 28/11/2012 15
  • 16. Listen, respond & engage: social media workflow Source: David Armano Edelman Digital Monitoring van social media - Tom Muyllaert 28/11/2012 16
  • 17. Key Metrics & KPIs Awareness in the social channel share of voice, #referrals from brand website, .... Stimulate innvation Attention & #trending topics (e.g. on Brand engagement & Insights appreciation of the Appreciation product & service conversations, specific themes), competitor social channel benchmarks, insights in target #subscribers, #followers, #likes, audience & conversation #commets, #view drivers, Creates word of mouth & Desired action from the social channel / initiative Action Advocacy stimulates advocay #NX-letter sign-ups, online #influencers, #advocates, orders, leads, #embeds, Monitoring van social media - Tom Muyllaert 28/11/2012 17
  • 18. Monitoring van social media - Tom Muyllaert 28/11/2012 18
  • 19. Monitoring van social media - Tom Muyllaert 28/11/2012 19
  • 20. Monitoring van social media - Tom Muyllaert 28/11/2012 20
  • 21. mind the simplification of influence! Monitoring van social media - Tom Muyllaert 28/11/2012 21
  • 22. Book tip. Must read! www.influenceprofessional.com The 6 influence flows Monitoring van social media - Tom Muyllaert 28/11/2012 22
  • 23. WHERE TO LISTEN? Monitoring van social media - Tom Muyllaert 28/11/2012 23
  • 24. Choosing your backyard OWNED EARNED MEDIA MEDIA PAID MEDIA Monitoring van social media - Tom Muyllaert 28/11/2012 24
  • 25. Choosing your backyard Source: TNS NIPO Earn your owned media Monitoring van social media - Tom Muyllaert 28/11/2012 25
  • 26. Choosing your backyard Source: TNS NIPO Earn your owned media Monitoring van social media - Tom Muyllaert 28/11/2012 26
  • 27. Brand backyard owned media: Yunomi Monitoring van social media - Tom Muyllaert 28/11/2012 27
  • 28. WHO TO LISTEN TO? Monitoring van social media - Tom Muyllaert 28/11/2012 28
  • 29. Social network demographics Source: Insites Consulting Social media around the world report 2012 Monitoring van social media - Tom Muyllaert 28/11/2012 29
  • 30. Social networks data per country Monitoring van social media - Tom Muyllaert 28/11/2012 30
  • 31. Social networks data http://bvlg.blogspot.be/ http://www.comscoredatamine.com Monitoring van social media - Tom Muyllaert 28/11/2012 31
  • 32. HOW TO LISTEN? Monitoring van social media - Tom Muyllaert 28/11/2012 32
  • 33. Types of listening solutions Research & data Monitoring & reporting Monitoring & monitoring tools tools engagement tools Focus: providing data Focus: real-time Focus: primarily on for research monitoring for PR, engagement Large amounts of support Listen & respond reliable data Very user-friendly community Less feature rich Many also starting to management More data(sources) offer customer Limited listening Longer history engagement capabilities (historical data) No long historical data SDL SM2 Engagor Hootsuite Nielsen Buzzmetrics Radian6 Socialbakers MarketMeSuite Engagor . Monitoring van social media - Tom Muyllaert 28/11/2012 33
  • 34. How to choose the right tool? Integration Price vs. Data import - value export Some factors to keep in mind Date sources Features & & content funtionality collection Data quality Localisation & & integrity segmentation Analysis & analytics Monitoring van social media - Tom Muyllaert 28/11/2012 34
  • 35. Do it yourself tools http://www.48ers.com/ http://topsy.com http://www.socialmention.com http://bottlenose.com Monitoring van social media - Tom Muyllaert 28/11/2012 35
  • 36. Do it yourself tools http://search.twitter.com http://snapbird.org (Twitter) http://search.twitter.com/search .rss?q=yoursearchterm Monitoring van social media - Tom Muyllaert 28/11/2012 36
  • 37. Do it yourself tools https://app.conversocial.com/profiler/ (Facebook) Monitoring van social media - Tom Muyllaert 28/11/2012 37
  • 38. Do it yourself tools http://www.searchinstagram.com Monitoring van social media - Tom Muyllaert 28/11/2012 38
  • 39. Do it yourself tools http://www.wordle.net/create (Trends) Monitoring van social media - Tom Muyllaert 28/11/2012 39
  • 40. A practical roadmap to setup a listening framework HOW TO IMPLEMENT? Monitoring van social media - Tom Muyllaert 28/11/2012 40
  • 41. Listening process setup Setup (automatic) Start Setting Define the conversation Upfront noise Reporting & (historical) Data cleaning objectives universe classification reduction analysis monitoring schemes & workflow Monitoring van social media - Tom Muyllaert 28/11/2012 41
  • 42. Segment conversations into meaningful topics CONVERSATION TOPICS BRAND PRODUCTS COMPETITORS TOPICS Issues Product a Competitor 1 Energy saving PR Product b Competitor 2 Green energy HR ... .. DEFINE AND/OR COMBINE SUBTOPICS Monitoring van social media - Tom Muyllaert 28/11/2012 42
  • 43. Automatic classification of conversations Example of an automatic conversation classification scheme applied to Samsung Benelux PRICE PERCEPTION FEATURES ANDROID SCREEN GALAXY TAB 10.1 CAMERA BUYING INTENTION REVIEWS Monitoring van social media - Tom Muyllaert 28/11/2012 43
  • 44. Automatic classification of conversations CREATING CLASSIFICATION RULES BASED ON price PROXIMITY price perception expensive Galaxy tab 10.1 mentions verbatim NEAR Price perception verbatim cheap cheaper = store in dedicated category Galaxy Tab 10.1 price perception Monitoring van social media - Tom Muyllaert 28/11/2012 44
  • 45. WHAT DO WE LEARN? Monitoring van social media - Tom Muyllaert 28/11/2012 45
  • 46. Data & business insights cant be automated Monitoring van social media - Tom Muyllaert 28/11/2012 46
  • 47. THANK YOU! Kluwer Opleidingen www.kluweropleidingen.be Monitoring van social media - Tom Muyllaert 28/11/2012 47