In this session, Giles Palmer, Brandwatch, a leading social media monitoring company and Seesmic, the Twitter application provider, will co-present a social media monitoring case study.

1. MSM - SAN FRANCISO
21. OCT 2010
Giles Palmer
CEO, Brandwatch
giles@brandwatch.com
Tel: +44 (0)1273 234 293
©2010 Brandwatch | www.brandwatch.com

2. Social media monitoring - TOP TIPS
et objectives
et the queries right first
et benchmarks
hink about how you manage data cleaning
iew sentiment in aggregate
nly show users what they need
© 2010 Brandwatch | www.brandwatch.com 2

3. Setting the objectives
onitoring vs marketing
ligned the two
ligned with org structure
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4. Getting the Queries right
Disambiguation – http://en.wikipedia.org/wiki/Comet
© 2010 Brandwatch | www.brandwatch.com 4

5. © 2010 Brandwatch | www.brandwatch.com 5
(Comet OR "tweety uppy" OR comet.co.uk OR cometparcel OR cometdeals OR
comet.co.uk/football OR comet.co.uk/goal) AND ("Bluffer's guide to gadgets" OR "Bluffers
guide to gadgets" OR "Tweety Uppy" OR "come and play" OR "World Cup" OR "keith allen" OR
"perfect pitch" OR "we live electricals" OR "comet store?" OR "home cinema" OR Hoover?
OR iphone? OR iPod? OR ipad? OR Ironing OR JVC OR Kettle? OR Keyboard? OR Kodak OR
Laptop? OR Laundry OR LCD OR LED OR Lense? OR comet.co.uk OR LG OR Macbook? OR "Memory
Card?" OR Microwave? OR MP3 OR Netbook? OR "local comet" OR Nikon OR Nintendo? OR
Olympus OR Oven? OR Panasonic OR PC OR PDA OR Pentax OR Peripheral? OR Philips OR
Phillips OR Phone? OR Plasma? OR Playstation? OR Printer? OR raw:"B&Q" OR Processor? OR
Projector? OR PSP OR Radio? OR Refrigerator? OR "Remote Control?" OR Samsung OR currys
OR Sanyo OR "Sat Nav?" OR Scart? OR Shaver? OR SLR OR Sony OR Speakers OR Straightener?
OR Television? OR "curry's" OR Toaster? OR Toshiba OR Trimmer? OR "Tumble Dryer?" OR
Vacuum? OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer?" OR "Washing
Machine?" OR Wii OR Xbox OR "comet santa"~2 OR "dixon's" OR cometparcel OR "Discount
code?" OR kesa OR "john lewis" OR kingfisher OR "pc world" OR pcworld OR tesco OR
retailer? OR Installation OR delivery OR "we live electrical" OR Acer OR "Air
Conditioner?" OR Apple? OR appliance? OR Asus OR Audio? OR "We Deal in Your Ideal" OR
Binocular? OR "Blu ray?" OR Bravia OR Cable? OR Camcorder? OR Camera? OR "We Deal in
Ideal" OR Canon OR Casio OR "Coffee Maker?" OR Compaq OR Computer? OR Cooker? OR "branch
of comet" OR Daewoo OR "Data Storage" OR Dehumidifier? OR Dictaphone? OR Digital? OR
Dishwasher? OR "comet electrical" OR DSLR OR DVD? OR Dyson? OR "electrical goods" OR
Epilator? OR "comet group plc" OR freesat OR Freeview OR Freezer? OR Fridge? OR
Haircare? OR Hairdryer? OR "comet store" OR "Hard Drive?" OR "HD ready?" OR HDMI OR
Headphones OR Heater? OR "Hi Fi" OR HiFi OR 3dtv OR "3d tv"~5 OR hp OR "hewlett packard"
OR "packard bell" OR vax OR kesa) -asteroid -haley -halley -hayley -haleys -halleys
-crash -"vomit comet" -ford -"Williams Comet" -"BEA Comet" -"comet run" -"comet strike"
-hayleys -"comet newspaper" -"comet & herald" -"surrey comet" -"captain comet" -"Hale
Bopp" -nasa -"comet strikes" -Havilland -"silver comet" -"Comet Cowboy" -"comet holmes"
-Persius -"Crosley Comet" -"Xda comet" -cometlabs -"comet labs" -"amino acid" -"blue
comet" -Stardust -"Comet Crash" -"golden comet" -fish -goldfish -flyby -"night sky"
-"evening sky" -spaceship -shuttle -Haviland -astrology -"hudson comet" -Mayan -"Comet
Tavern" -Nostradamus -"comet chaser" ……

6. Getting the Queries right – org. structure
E.On
Departments:
PR, Brand & comms, Talent, Retail, Renewables…
Queries:
Brand, plants, competitors, lobby groups, sponsorship,
campaigns
© 2010 Brandwatch | www.brandwatch.com 6

7. Editing queries - effects
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8. Benchmarks – Different industries
© 2010 Brandwatch | www.brandwatch.com 8
1. The most popular brands have an unmanageable number of daily mentions
2. The volumes vary with industry; people only blog etc.. about things they are passionate about
Daily mentions* of
Videogame
s
Electronics
Fashion
Cosmetics
Business
services
Beer
...most popular brands in that industry
17,000 e.g. Halo Reach
12,000 e.g. Ipad
4,000 e.g. Nike
3,000 e.g. Chanel
2,000 e.g. Xerox
e.g. Budweiser400
z 15
3 e.g. Samsung R780
13 e.g. La Redoute
8 e.g. Charles Worthington
1 e.g. Lumigent
e.g. Kronenbourg20
...less popular brands
e.g. Tron: evolution
* Based on average Sept data for 5 popular and less popular brands

9. Benchmarks – Locations and competitors
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Monthly mention of brand by country Monthly mentions of competing brands
Variations reflect how popularity of social media and popularity of brand (usually tracks market share)

10. Benchmarks – Interesting mentions
© 2010 Brandwatch | www.brandwatch.com 10
CiscoHondaE.onPantene
Not interesting
(e.g. passing
mention)
Interesting
to read
Interesting
and worth
acting on
99%
1%
c. 0.1%
65%
2%
33%
79%
20%
1%
24%
52%
24%

11. Data Cleaning
hat and why
anual  automatic
ultiple query management
© 2010 Brandwatch | www.brandwatch.com 11

12. How to use sentiment
2 PEOPLE
1000 Documents
Average level of agreement on sentiment: 80-85%
3 PEOPLE
1000 Documents
Average level of agreement on sentiment: 60-65%
© 2010 Brandwatch | www.brandwatch.com 12

13. Learn to LOVE this….
Sentiment metrics are misleading on an individual basis…
so its all about SIGNPOSTING, DIRECTION, at an
aggregate level etc….
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14. Only show users WHAT THEY NEED
ustom dashboards
ead only dashboards
eports
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15. Getting it right can take TIME
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16. OFFER
THANK YOU for listening
Giles Palmer
brandwatch.com
giles@brandwatch.com
Tel: +44 (0)1273 234 298
16© 2010 Brandwatch | www.brandwatch.com