Social Media Monitoring, Analytics and Engagement Tuesday, Nov 23 8:00a at Soho Hotel, London, E4 9, United Kingdom I am delighted to invite you to our next seminar which addresses what has very much been the 'hot' marketing topic of the year, and which is certain to grow dramatically in importance in 2011: Social Media Monitoring, Analytics and Engagement . Whilst brands are increasingly recognising the significant commercial advantage that can be secured by tracking unfiltered, unscripted and real-time consumer feedback within blogs, forums, discussion boards, networks, video sharing communities and other 'social' environments, many have yet to formalise their approach in terms of: · the appropriate mix of services/tools to be employed in order to maximise the relevance and accuracy of any tracking activity · how best to analyse/interpret the resultant output to ensure the delivery of genuinely actionable insights, rather than mere data · the appropriate strategies to be employed with regard to the lead influencer community · how to maximise the reach and effectiveness of any engagement strategies. read more

1. Marshall Sponder
Webmetricsguru.com
November 23rd, 2010, London

2. Confusion and Uncertainty surround vast number of
Analytics Service Providers, Clients, needs and wants

3. Effective Listening requires mapping
information against a model
• Each Business and each Business Sector is different.
We need to understand how the business functions,
and map it to how we measure.
• Understand Business Context in order to make online
listening effective (i.e.: how does online behavior
map back to a business need) then map Business
Context to Measurement Context.
• Learn to translate information monitoring and
analytics platforms gather and map these to
business processes and ultimately to business
reports.

4. Stakes are High, How do you choose?

7. Getting to the right answers starts by gathering
contextually relevant information
• Know what a client really needs to
know (often unarticulated, start
with needs analysis and gap
analysis).
• Find out what to “listen for” (define
as specific phrases, often complex
keyword queries).
• Organize monitoring around the
questions we are trying to answer
and make sense of for the clients
(and for ourselves).

9. Technology and implementation
choices have a profound impact on
time spent listening and gathering
information and ultimately, providing
insight.

10. • Information flow growing so quickly everyone has a fragmented view of what is
available. Platform consultants such as myself, are more aware of what is going on
“out there” and can advise on choices.
• Choices are often made without fully understanding what is available (both
vendor & clients share this problem) create much longer workflow. More
expansive to support and producing employee dissatisfaction.

11. • Ability to organize, synthesize information quickly.
Able to build very complex models (taxonomies)
• Merge keyword based search technologies with
semantic capabilities (machine learning)
• Able to handle massive query strings (as there are
massive amounts of data to collect and process,
more every day).

12. • Digital Strategy most effective when creativity is married
with a deep mastery of technical platforms used to deliver
messaging and listen for responses (& engage audience
with).
• Entire teams should understand and master all aspects of
the technologies used to listen and engage.
• Ensure that whatever is promised to clients can be
delivered comfortably.
• If strategy and technology are done well, no one needs to
work more than 40-50 hours a week. Long hours are a
function of broken internal processes and bad technology
choices (often difficult to back out of).

13. can run massive amounts of data very quickly
Keyword Query is several pages long – most platforms can not handle such a
query. Analysis of client’s data requires more powerful platforms and
technologies than most companies end up using.

14. Most use cases above require processing massive
amounts of data quickly

17. • Find out what to listen for and marry your business
goals with your measurement processes.
• Technology can make or break your business, need to
know what’s out there and make the right choices.
• The wrong technologies make more work to do, the
right technologies eliminate much of the work.
• Platforms that can handle very large datasets are
needed for more complex problems, and these
platforms are becoming more in vogue today.