Social Media Monitoring SMM

Social Media Monitoring
SMM

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

Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

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


Marketing / Product Marketing
 Website / Contentmgt.
 Trend‐ + Innovationmgt. Corporate Communications
 Campaign Management  Brand Health, Image Health
 Media Planning  PR, ICR
 Mktg.Funnel Management  Issue Mgt.
 SM Optimization

Sales 
Competitive Analysis
Investor Relations
 Lead‐ + Salesmgt.
 CRM Executive Management
 Customer Service  Crisis Mgt.

Support HR Management
 Support Mgt.  Process Mgt.
 Issue Mgt. (Product, Distr. Partner)


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

19.12.2011

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 Social Media Toolbox

Choose your
channel wisely

Slide by Presentation Advisors

Why Social Media Monitoring

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 Monitoring

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’ them
What influences speed and reach in
different channels

Remember: Content Marketing
„Once upon a time…“
Storytelling

World‐
Views


Remember: Manage theSocial Effect
Reach and speed
of spread


Issue Management
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


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 competition

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 cost

Product Marketing and R&D
Identify + address product shortcomings /
improvement opportunities
Customer / user complains
Customer / user suggestions and ideas
Customer / user use cases
Identify and address core customer needs
Industry discussions
Crowd sourcing
Identify trends
Industry discussions
Crowd sourcing

SMM Value Creation and KPIs
Traditional Online Marketing
Page Impressions
Unique Visitors
Conversions
Social Media Marketing
Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation



Source: rolandfiege.com Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

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

mythological, pragmatic, common sense
Source: Social Marketing Analytics, Altimeter 2010, p. 9 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011


“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.”

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

Foster Dialog
Starting a conversation / offering audience
something to talk about
Awareness, WOM, promotion/endorsement of conversation
Requires relevant + meaningful content

Engage with individuals
to elicit feedback and gain deep insight
follow the conversations
Respond to individuals
on behalf of the brand / product / company
through genuine interaction
demonstrate willingness to interact in chosen media

Foster Dialog KPIs
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

Promote Advocacy
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

Promote 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 channels
Influence measured by volume of relevant content,
comments, shares; reach compared w/ average.
Advocacy Impact
Impact of direct/indirect contributions of advocate on
conversations. Complicated multi‐touch metric. Best
measured when linked to conversions.

Facilitate Support
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.

Facilitate Support  KPIs
Issue Resolution Rate
Percentage of customer service inquiries resolved
satisfactorily through SM. Ideally compared with
traditional support metrics. Cost saving metrics can be
derived

Resolution Time
Amount of minutes/hours/days required to produce a
human generated response. Comparison to traditional
support metrics
Satisfaction Score
Indicates the relative satisfaction of  customers. Any
combination of quality, delivery, perceived value,
overall performance.  Should not replace traditional
customer satisfaction surveys.

Spur Innovation
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.


Spur Innovation KPIs
Topic Trends
Brand/product/service topics identified by monitoring
SM conversations. As w/ keyword analysis, success
depends on capturing the context and less common
keyword substitutes.
Sentiment Ratio
Ratio 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 Impact
Rate 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 Sources
Most conversations occur off the main website. Ever
increasing sources with different characteristics. Few
best practices to learn from.

Inconsistent Dataset
Different tools have different filtering capabilities.
Data can only be drawn from public sources (privacy).
Crawlers and spam filters influence results
New Behaviors
SM creates new behavior: re‐tweets, likes, check‐in,…

Language Limitations
Languages, 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 Process
Goal Setting
Link to corporate goals and Revenue Cost
key performance indicators
gives the context Customer
Value
(of key importance in order to achieve and keep management buy‐in)

Revenue
Link to revenue gives instant understanding what one talks
about
Cost
Cost cutting: digital Marketing as a better alternative
Customer Value
Higher customer satisf.        higher revenue, reduced cost
Better market position


The SMM Process Cost Revenue

Goal Setting Customer
Value

Source: based on blue‐ocean‐marketing.com

The SMM Process
Analysis Design
Where, what, how fast?
Identify the relevant sources

What are the search terms, keywords and exclusions
name context
topic context
semantic context

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

Adjust while you go


The SMM Process
Analysis Design: Twitter
4 main data types on Twitter
User 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 Twitter
Impressions – 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 Process
Ongoing Data 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 Process
Data Transformation
Scraping of data to increase data quality
Remove irrelevant sources
Spam
Code artifacts
Dups
Tagging and archiving of data to prepare for data
mining
Metadata used for tagging
DB storage as text based documents


The SMM Process
Data Analysis
1. Base Line Analysis (can be seen as part of
the Analysis Design)

2. Ongoing Monitoring Analysis
with free tools (technology)
with paid for tools (monitoring tools)
as a full‐service package (agency service)


The SMM Process
Data Analysis
Nov. 2011 interview with socialbakers VP 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/

The SMM Process
Data Analysis
Pilot Study 2011

Source: pilot study Thornley Fallis, 2011

The SMM Process
Data Analysis
“Pretty Charts”


The SMM Process
Data Analysis
“Analysis”


The SMM Process
Data 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?


The SMM Process
Data Analysis


The SMM Process
Data Analysis
A list of the top Twitter influencers for Nikon (geofiltered
to Canada) based on Sysomos with an algorithmic
authority score, sorted by volume.


The SMM Process
Data Analysis
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 State of Technology
% ?
Data iterative /
? Depending
Acquisition automated
on vendor
manually /
Sentiment
~ 30‐50% semi‐
Analysis
automated
Statistical
iterative /
Analysis √ 100%
automated

Reporting
√ on demand /
100%
Automated

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


SMM Vendors
List
Anbieter aus D‐A‐CH
Unternehmen Name Tool / Service Webseite

altares Mediamonitoring Social Media Monitoring http://www.mediamonitoring.de

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

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

AUSSCHNITT Steinbeis ‐ Transferzentrum der
Social Media Analyse http://www.ausschnitt.de/ WEBSCANNER http://www.management‐monitor.de
Medienbeobachtung Hochschule Pforzheim
Trendbüro InsightBench http://www.trendbuero.de
bc‐lab Social Media Monitoring http://www.bclab.de
TWT TWT Social Media Radar http://www.twt.de/
Business Intelligence Group B.I.G. Screen http://www.intelligence‐group.com Unicepta Medienbeobachtung http://www.unicepta.com
Cogia Web2.0 Observer http://www.cogia.de VICO Research Consulting Social Media Monitoring http://www.vico‐research.com/de/
Cognita AG blueReport http://www.bluereport.net/ Webbosaurus Social Media Monitoring http://www.webbosaurus.de/
Complexium CX‐Explorator http://www.complexium.de Webreputation webtrace http://www.webreputation.com/
Consline Monitoring & News Services http://www.consline.com
DSG Dialog Solutions GmbH Social Network Analysis http://www.dialog‐solutions.de
Ethority Social Media Monitoring http://www.ethority.de/ Internationale Anbieter mit deutscher
hansen‐creativ Social Media Monitoring http://www.hansen‐creativ.de Niederlassung
Hyve AG Netnography Insights http://www.hyve.de
Imooty.eu GmbH & Co. KG Imooty http://www.imooty.eu/ Unternehmen Name Tool Webseite
INDECA Social Media Monitoring http://www.indeca.de/ Alterian SM2 http://www.alterian.de/
AT Internet BuzzWatcher http://de.atinternet.com/
infonitor infonitor http://www.infonitor.de
Attensity Attensity360 http://www.attensity.com/de/
Infopaq SMM (Radian6) http://www.infopaq.de/ Brandwatch Brandwatch http://www.brandwatch.com/
Infospeed web2monitor http://www.infospeed.de/ Cision Deutschland GmbH CisionMonitor http://de.cision.com
Interactive Labs WebAlyzer http://www.interactivelabs.de/ Jive Software Market Engagement Solution http://www.jivesoftware.com
ITyX Solutions AG COMCRAWLER http://www.ityx‐solutions.de Linkfluence Social Media Monitoring http://de.linkfluence.net
Kantar Media WebWatch http://www.kantarmedia.de/ Meltwater Group Meltwater Buzz http://meltwater.com/
Landau Media Web2.0 Beobachtung http://www.landaumedia.de Nielsen BuzzMetrics http://de.nielsen.com/
Mindlab Solutions GmbH netmind Sphere (Radian6) http://www.mindlab.de Publicis Consultans Net Intelligence http://www.netintelligence.com
Mindmatters GmbH Cloudtracker http://cloudtracker.fm/
Netbreese Brand Monitoring Solution http://www.netbreeze.ch
net‐clipping Social Media Monitoring http://www.net‐clipping.de/
OBM‐Media e.K. Web Monitoring http://www.obm‐media.de
Pressrelations NewsRadar http://www.pressrelations.de


SMM Vendors
List
38 DACH vendors
10 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 Vendors
Despite 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 measurement
some 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
= Search Engine Marketing
SEM = Search Engine Advertising
SEA = Search Engine Optimization
SEO = Targets ads to site content and audience
AdSense by ad serving services.
= Keywords Advertising by Google
AdWords = Click Trough Rate
CTR = Cost per Click
CPC = Cost per Mille/Thousand
CPM/CPT = Cost per Acquisition
CPA = aims to determine the attitude
Sentiment Analysis of a message
19.12.2011

Social Media Monitoring SMM

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