Imagine everything that you said at a cocktail party could be parsed, analyzed and categorized as a 'positive,' neutral' or 'negative' comment? How accurate do you think the categorization would be? Consider that entire multi-billion dollar enterprises are relying on what is essentially a similar process to guide, focus and determine the ROI of their online efforts. However, what if the categorization is wrong? What happens if nearly everything is scored 'neutral'? There are manual fixes, but that can be less effective than employing people to hand-score all online data related to your brand. The reality is that Social Media Monitoring is an emerging area of tracking and - if used with standard Web tracking that's been around longer and many consider more reliable - the combined findings are more impactful, reliable and actionable. We'll look at use cases inside some of the largest technology companies to see what they did to use complimentary tools to get the information they needed for measurable success. Presented at Social Media Monitoring Conference at The Box SF (1069 Howard Street) San Francisco on October 21, 2010 and training bootcamp on October 22, 2010 at 111 Minna in San Francisco.

1. Can Sentiment Equal Success?
Presented By Jennifer Lindsay
Principal, Jennifer Lindsay Digital
@jennifered
me@jenniferlindsay.com
+1 (415) 633-6131

2. Sentiment = Worry

3. “Central Concern”
• According to Nielsen, one of the central concerns
of CEOs today is using a ‘listening program’
efficiently and effectively.
• Case Study: The Power of Listening: How
KRAFT Leverages Social Media Insights for New
Product Development

4. From Worry To Wins
Problems Solutions
• Often the first time the C-level
is seeing actual customer
feedback.
• Lack of control over what’s
said.
• Often do not have context.
• Reporting tools lack analysis of
what sentiment means.
• Not tied to a KPI – seen as
immeasurable.
• Review customer comments
over time.
• Realize that outreach done
correctly often levels
conversations.
• Look at the actual
conversation.
• Seek sentiment analysis.
• Make effort central to a KPI.

5. Nielsen’s Listening Formula

6. Results of the Deep Dive
When Kraft focused in on conversations specifically around
“sliders” or mini burgers, they found some common themes
and “Positive Triggers” across audiences to help focus their
thinking.
• Sharability: Social networking helped highlight the fact that
sliders are more likely to be enjoyed at a social function, a
happy hour or similar events.
• Kids Love ‘Em: Parents of picky eaters found it a fun dinner
option.
• Multiple Meal Satisfier: Sliders can be consumed as an
appetizer, snack or light dinner.

8. Case Study
KPI: Advocate and influence SMB customers
through engagement.
• Ambassador: Engaged in discussions in a
meaningful, yet relatable manner.
• Encouraged a connection – a reciprocal
relationship – with customers.
• Earned honors, such as “best answer” in
heavily trafficked SMB communities on answers
sites.

9. Conversation
s
Responses Feedback
Formula For Success

10. Advantages
• Comprehensive collection of engageable content
from customers in communities, social networks,
blogs and forums.
• Target engagement by community.
• Filter data by solution area, sentiment, language,
geography and more.
• Workflow and engagement management.
• Ability to collaborate on engagement as a team.
• Tracking engagement activity.

11. Challenges
• Successful posting rates vary depending on the sites
being engaged on.
• There can be a delay in seeing your content post to
target site.
• Bringing in the data you want and exclude the data
don’t want, such as spam.
• Complicated mix of keywords and phrases required.
• Limits on the amount of data you can manage in
tools.

12. Conflicting Goals?
Monitoring
• Includes company
and competitor Web
sites
• Focus on brand and
customer
discussions
• Content may not be
engageable
• Analysis more
important than
volume
• Infrequent
refinement of
content
Engagement
• No engagement
on company or
competitor Web
sites
• Focus on
customer
discussions
• Content must be
engageable
• Engageable
content volume
must increase
• Consistent
refinement
CONFLICT

13. Defining Success
Acquiring high-quality, engageable content is an art form. We
looked to refine for content with the following characteristics:
• On topic
• Engageable (respond in meaningful way)
• Doesn’t include competitive points of view
• Outside of company properties
• Current content
• U.S.-based
• English-only

14. Types of Engageable Content
There are three types of conversations we looked to engage in during the
pilots:
• General Inquiry: These are questions that are company-specific, and
where there are specific Web sites we can send users to for more
information or for the answer to their question.
• Support Question: While the Ambassador’s goal and expertise is not in
product support, they do send customers where they can get support. If it is
apparent that a link to a Web site is not going to solve the problem, they
escalate the problem to ensure timely resolution.
• Response to Comment: The bulk of the Ambassador’s engagement lies
in this category. These are generally non-company-specific inquiries that
can influence a purchasing decision by assisting a key influencer.

15. Questions?
Presented By Jennifer Lindsay
Principal, Jennifer Lindsay Digital
@jennifered
me@jenniferlindsay.com
+1 (415) 633-6131