This document summarizes a presentation about leveraging social media content. It discusses how consumers are increasingly using social media and businesses need to engage where consumers are. It outlines challenges like unpredictable and unstructured social media data. It provides examples of how social media monitoring can be used for listening, reputation management, market research, and competitive analysis. Case studies show how specific companies increased brand recognition, sales, and identified influencers through social media monitoring programs. It emphasizes the importance of filtering social media data to find relevant content and turning unstructured text into actionable insights.
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Bye Research, Hello Data Mining Social Media
1. Bye, Bye Research. Hello Data Mining!
Tapping into Social Media
Jim Schwab
VP Business Development, Social Media
Alterian
March 10, 2010
2. Agenda
1. Quick Intro
And my observations over the last couple years
2. Social Media, why should you care
3. Some caveats & challenges
4. Finding the right tool for mining social media
And how to use it!
5. Some examples
6. What should you do?
Listen, learn, engage and participate
Leveraging Social Media Content
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3. Alterian SM2 at a Glance
A software technology focused on social media
monitoring and analytics
Founded in 2005 commercially launched August
2008
10,000+ users Globally
Freemium
Professional
Big brands and agencies alike
Microsoft, Intuit, McKinsey Consulting
Edelman, Carlson Marketing, Epsilon, Experian
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4. Quick intro
My observations…..
1. We have to be where the consumers are!
2. Budgets are moving!
3. If I can do it anyone can!
4. The adoption curve is being followed
But much more rapidly
New solutions are emerging that make social media more main
street focused
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5. Quick intro
About me…..
1. I’m not a tech geek
2. I’m not a data jockey
3. I’m not a trained analyst
4. I’m passionate about understanding how to deliver the
right message to the right audience at the right time
using the right mix of channels
NOT AN EASY TASK!!
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7. Why should you care?
Listen, learn & engage
Twitter
“i was just talking about this the other day -
how ineffective/lame the new tropicana
packaging is…”
YouTube
“just got my new toshiba netbook. seems to
be working great. will be nice to use this
rather then lugging around my big dell….”
Blog
“if you really want to stretch your dollars you
can use your registered starbucks card to buy
an iced coffee and get a free refill….”
8. Some caveats & challenges
Social media content is dynamic and unpredictable
It’s not magic!!
Blogger, tweeters and SM authors do not cooperate with
marketers and customer service professionals
SM Content is NOT like your regular customer database
SM has no boarders or zip codes
SM has little demographics
You won’t capture every SM post out there
It’s unstructured
Automated sentiment is a real challenge
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9. How do you get to relevant content?
Filter filter filter…..mine mine mine
The Universe of Content
1,000,000,000,000,000
Key words Continuous cleaning
Exclusions Alerts
Platforms Content structure
Language Representativeness
Location Irrelevant content
Time period Spam
Project goals
Content that is relevant to you
10,000 posts about my brand + purchase intent + promo
terms & time period + competitive mentions
12. Why should you care?
Turn unstructured text into actionable insight….
13. Social Media Monitoring Applications
Client survey results, bucketed into 10 categories
1. Listening / Monitoring
2. Reputation & Crisis Management
3. Engagement & outreach
4. Market Research
5. Influencer identification
6. Competitive analysis
7. Customer support
8. SEO and link building
9. Support Loyalty Programs
10. Augment mystery shopper programs
14. The project Increase brand recognition
and media attention
OLX is the next generation of free online
classifieds.
Blogger outreach
Online PR
OLX wanted to run a 4 month trial period before
proceeding any further. Unknown territory…..
Chris Abraham, President and COO
chris.abraham@abrahamharrison.com
+1 202 352 5051
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15. The payback
Year on year increase
in the US
The payback
Increase in volume,
across languages
Chris Abraham, President and COO
chris.abraham@abrahamharrison.com
+1 202 352 5051
16. The payback and key learnings
OLX.com web traffic increased 40% over the 4 month
trial
Abraham & Harrison renewed for 12 month contract
Twitter accounts in 3 languages, 5 in 6 months
Chris Abraham, President and COO
chris.abraham@abrahamharrison.com
+1 202 352 5051
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17. The project Help client move the brand
image among key influencers
Two part project
1. 12 month audit of conversations, in depth
analytics
Report and recommendations delivered
Segmentation and profiles built of key targets
2. Approval on recommended approach to
influencers
Outreach and PR program
Wendy Scherer, Founder Partner
wscherer@socialstudiesgroup.com
+1 202 715 3884
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18. Segmentations & Profile
Their Views:
“..recent concerns about excessive
dairy consumption and the
possible effects on health.”
Favorite web sites
Most used social media channels
Their Profile:
“They heavily reference the
writings of Michael Pollan,
who advocates natural food
production ……..generally recommend
choosing foods from a variety of food
groups.”
19. The payback and key learnings
Based on initial work the company has built a team (in
house and agency) to do SM engagement.
Begun to specialize their team
Fantastic time saver in finding influencers
Can’t be salesy – this is SOCIAL media
Education materials on diet data, nutrition, gluten free…etc.
Market & thought leader type conversations have
increased
Wendy Scherer, Founder Partner
wscherer@socialstudiesgroup.com
+1 202 715 3884
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20. Find the right tool for the job
Listen, learn, engage and participate…..
Self service vs Professional service/agency
Reporting
Powerful and flexible functionality
You HAVE to be able to dig into the weeds…….or you risk
analysis based on bad data
There are many vendors!
High tech software to low tech Jim’s Social Media Company
Many start ups
There are only a few real players in the software space
And many good agencies
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21. Thank you
Sign up for a FREE
Jim Schwab Social Media Monitoring
+1.585.261.9433 account!!!
Jim.schwab@alterian.com
@jimschwab
SM2 Freemium http://sm2.techrigy.com
Alterian SM2
Social Media Monitoring
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