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Mike Moran




 Social Media Listening
 Business Marketing Association of NJ
 December, 2011

 Mike Moran




www.mikemoran.com                       © 2011 Mike Moran Group LLC
Mike Moran




Message boards have long been complaint centers




      Would you have spotted this comment?

      Would someone know how to respond?

      What if that is one my competitors?



2                                                         © 2010 Mike Moran
                                              © 2011 Mike Moran Group LLC
Mike Moran




But now all you need is a phone

      Your customers look at reviews
       before going into your
       restaurant


      Or writing a review while they
       wait for the check




3                                                   © 2010 Mike Moran
                                        © 2011 Mike Moran Group LLC
Mike Moran




What are they saying about you?
                                            FORUMS/NEWSGROUPS


                                                                MICROBLOGS
           VIDEO SHARING




                                                                              SOCIAL NETWORKS
        WIKIS
                                       The
                                   Conversation

                                                                           SOCIAL MEDIA NEWS
     PHOTO SHARING                                                           AGGREGATORS




                                                        MAINSTREAM MEDIA
                           BLOGS


4                                                                                  © 2010 Mike Moran
                                                                       © 2011 Mike Moran Group LLC
Mike Moran




What are they seeing about you?




    You are frequently defined by third parties
5                                                   © 2010 Mike Moran
                                        © 2011 Mike Moran Group LLC
Mike Moran




Public data, private data, and what‟s in between

      Public: Twitter, blogs,
       YouTube, most message
       boards

      Private: Most Facebook,
       most LinkedIn, some
       message boards

      In between: Reviews




6                                                   © 2010 Mike Moran
                                        © 2011 Mike Moran Group LLC
Mike Moran




The blueprint for social media engagement




7                                                 © 2010 Mike Moran
                                      © 2011 Mike Moran Group LLC
Mike Moran




Ford contains a potential disaster

      A Ford fan site goes public with a Ford cease and
       desist order that goes viral on the Web

      Scott Monty of Ford tweets “not good” when he first
       hears the story

      Later, his legal team explains that the fan site was
       selling counterfeit Ford items and he tweets that

      Within 24 hours, the story is dead, with Ford’s
       reputation intact

8                                                             © 2010 Mike Moran
                                                  © 2011 Mike Moran Group LLC
Mike Moran




Graco handles a recall online

      Imagine the nightmare of baby
       strollers recalled for safety reasons

      Graco jumped on Twitter and responded to every
       nervous tweet, requesting serial numbers and
       providing advice

      Afterwards, as many stories praised Graco as
       slammed them




9                                                          © 2010 Mike Moran
                                               © 2011 Mike Moran Group LLC
Mike Moran




Dell goes from embarrassment to leadership

      Then: Bloggers took Dell’s service
       to task with “Dell Hell”

      Now: IdeaStorm builds new products from
       customer ideas




10                                                       © 2010 Mike Moran
                                             © 2011 Mike Moran Group LLC
Mike Moran




Comcast did the same thing

      Comcast’s first exposure to
       social media came from a
       YouTube video of a service man
       sleeping on the customer’s couch

      They later became one of the first companies to
       pioneer customer service on Twitter




11                                                          © 2010 Mike Moran
                                                © 2011 Mike Moran Group LLC
Mike Moran




Starbucks also solicits ideas from customers

      250,000 people voted one million times for 84,000
       different ideas

      48 ideas launched in Starbucks restaurants




12                                                         © 2010 Mike Moran
                                               © 2011 Mike Moran Group LLC
Mike Moran




USAA has a social voice of the member program
                                 Executives          Functional Leaders          Regional Leaders

                           Real-time                                                  Trend
                            Reports                                                  Analysis

                                               Unified Information Access




              Product Websites                     Social Media                           Surveys and
                                                                                         Focus Groups
     • Product/Service Ratings & Reviews      Customer Comments on:
                                                                      • Blogs
     • Customer Discussion Forums             • Facebook Fan pages
                                                                      • Flickr
     • Customer Article/Blog Comments         • Twitter


13                                                                                                  © 2010 Mike Moran
                                                                                        © 2011 Mike Moran Group LLC
Mike Moran




DreamHost Web hosting „fessed up‟ its screw-up

      They were honest, apologetic—no excuses

      The reaction?
           “I’m not going anywhere and this blog post is a big
            reason why.”

           “Posts like this are the reason I love dreamhost and
            continue to pimp you guys out to all my friends.”

           “I have to say that without this post, I’d be outta here.”

           “It’s rare to find a company who is willing to own up to
            their mistakes and be honest with customers.”

           “…I am rooting for you.”

           “Without this post I would seriously consider moving.”
14                                                                                   © 2010 Mike Moran
                                                                         © 2011 Mike Moran Group LLC
Mike Moran




How will the companies of the future work?

      Imagine a fictitious mid-size
       manufacturer and direct seller
       of telephone systems called
                                        telecom.com
       “telecom.com” that sells to
       consumers, SOHO, and
       larger businesses

      Dorothy is the Marketing
       Executive for all telephone
       systems



15                                                       © 2010 Mike Moran
                                             © 2011 Mike Moran Group LLC
Mike Moran




Problems for our heroes

      Dorothy is       Reputation Dashboard
       checking her     Monitor
                                   Today’s Telecom Talk
       reputation       Concepts
                                   Results from Reputation Scan
       dashboard                   1 to 10 of 37 stories | Next>
       when she sees                   Telecom 2617 Review
       a bad story                     …Telecom’s new 2617 digital switch
                                       surpasses the competition…
      From an                         Another Winner from Telecom
       important blog                  …2617 exceeded our benchmarks…

                                       Questionable Telecom TCO
                                       …causes us to question Telecom’s
                                       low TCO claims…


16                                                                             © 2010 Mike Moran
                                                                   © 2011 Mike Moran Group LLC
Mike Moran




Dorothy checks the story

      The story says     Reputation Dashboard
       that anecdotal     Monitor
                                     Today’s Telecom Talk
       reports indicate   Concepts
                                       Questionable Telecom TCO
       that Telecom’s
       products are                    Have you heard Telecom’s
                                       claims of low TCO? We have
       costly to repair                too, but we’ve also heard from
                                       two Telecom customers, which
      It quotes two                   causes us to question
                                       Telecom’s low TCO claims.
       unnamed
       Telecom                         If you believe the customers
                                       we spoke with, Telecom
       customers                       products can be costly to
                                                      Create Concept

17                                                                 © 2010 Mike Moran
                                                       © 2011 Mike Moran Group LLC
Mike Moran




Dorothy decides to see if more talk is happening

      Are others       Reputation Dashboard
       talking about    Monitor
                                   Today’s Telecom Talk
       high costs?      Concepts
                                     Questionable Telecom TCO

      She highlights                Have you heard Telecom’s
                                     claims of low TCO? We have
       “TCO” and                     too, but we’ve also heard from
       presses the                   two Telecom customers, which
       “Create                       causes us to question
                                     Telecom’s low TCO claims.
                                                    TCO
       Concept”
       button                        If you believe the customers
                                     we spoke with, Telecom
                                     products can be costly to
                                                    Create Concept

18                                                               © 2010 Mike Moran
                                                     © 2011 Mike Moran Group LLC
Mike Moran




“TCO talk” comes in many flavors

      She selects the Reputation Dashboard
       related phrases Monitor   Concept Editor
       that she wants   Concepts


       to include                 Current:   More Phrases:
                                                 Big repair bill
                                TCO
                                                 Big training costs
      She presses                               Big training
                                                  expenses
       the “Save                Add additional
                                                 Costly repairs
                                phrases from
       Concept”                 list at right
                                                 Costly training
                                                 Expensive to fix
       button                                    Expensive to
                                                  repair
                                                              More…


                                                    Save Concept

19                                                              © 2010 Mike Moran
                                                    © 2011 Mike Moran Group LLC
Mike Moran




Dorothy matches the concept with her products

      She cares         Reputation Dashboard
       about this talk   Monitor
                                    Concept Editor
       only when it      Concepts


       relates to her               Current:         Telecom
                                                     Brand names
       own products                 TCO
                                                     Executives
                                                     Locations
                                                     Product names
      She chooses                  Add additional
                                    concepts from
       “Brand names”                                 Competitors
                                    list at right
                                                     Brand names
       and “Product                                  Executives
       names” and                                    Locations
                                                     Product names
       runs it
                                                      Save and Search




20                                                                 © 2010 Mike Moran
                                                       © 2011 Mike Moran Group LLC
Mike Moran




Dorothy sees what all the chatter is about

      Dorothy sees    Reputation Dashboard
       that some of    Monitor
                                  Today’s Telecom Talk
       these same      Concepts
                                  Results from Message Boards
       costly repair              1 to 10 of 17 phrases | Next>

       stories are                          expensive to fix (6)
       popping up on                        big repair bill (5)
       message                              high maintenance costs (3)
       boards
                                  Results from Product Reviews
      And product                1 to 10 of 12 phrases | Next>

       reviews                          pricey service (2)
                                        expensive repair (1)
                                                                          …

21                                                                            © 2010 Mike Moran
                                                                  © 2011 Mike Moran Group LLC
Mike Moran




Do competitors have the same problems?

      Dorothy checks Reputation Dashboard
       the same        Monitor
                               Concept Editor
       concepts found Concepts
       for competitive          Current:   Telecom
                                           Brand names
       names                    TCO
                                           Executives
                                                 Locations
                                                 Product names
      She chooses              Add additional
       “Brand names”            concepts from
                                                 Competitors
                                list at right
                                                 Brand names
       and “Product                              Executives
       names” and                                Locations
                                                 Product names
       runs it
                                                  Save and Search




22                                                             © 2010 Mike Moran
                                                   © 2011 Mike Moran Group LLC
Mike Moran




Many of the same phrases come up

      Dorothy sees     Reputation Dashboard
       that some of     Monitor
                                   Today’s Telecom Talk
       these same       Concepts
                                   Results from Message Boards
       costly repair               1 to 10 of 57 phrases | Next>

       stories are                           high maintenance costs (23)

       popping up for                        expensive to fix (19)

       competitors                           expensive repair (15)


      In message                  Results from Product Reviews
       boards and in               1 to 10 of 62 phrases | Next>
                                          costly service (13)
       product
                                          expensive repair (11)
       reviews
23                                                                             © 2010 Mike Moran
                                                                   © 2011 Mike Moran Group LLC
Mike Moran




How do today‟s companies listen to customers?

      See what’s happening now with Twitter search



      Use hashtags




24                                                        © 2010 Mike Moran
                                              © 2011 Mike Moran Group LLC
Mike Moran




Figure out who to follow

      Find your friends

      Use search

      Follow your favorite
       bloggers




25                                        © 2010 Mike Moran
                              © 2011 Mike Moran Group LLC
Mike Moran




Engagement tools do simple listening

      Choose people to follow

      Enter simple keywords or hashtags for
       subjects

      Only finds Twitter data, with possibly some
       blogs or Facebook

      Hootsuite is a prime example

      Tweetdeck being purchased by Twitter



26                                                               © 2010 Mike Moran
                                                     © 2011 Mike Moran Group LLC
Mike Moran




Google Alerts are more comprehensive, but slower

      Google Alerts are free and
       easy, but not realtime

      Set up a search
       and follow the
       e-mails or an
       RSS feed

      Perfect for small
       businesses and
       unique search
       keywords
27                                                © 2010 Mike Moran
                                      © 2011 Mike Moran Group LLC
Mike Moran




But other companies fail with search algorithms

      “T-Mobile” will be found
       quite easily

      “Sprint” not so much

      “Verizon Wireless” is also
       not easy to isolate




28                                                 © 2010 Mike Moran
                                       © 2011 Mike Moran Group LLC
Mike Moran




Algorithmic listening also misses details
                                  [Negative for Treximet Cardio Side Effects] “I did a little research of
                                    my own, and was a bit alarmed to come upon a forum of migraine
                                  sufferers who had tried the drug and reported tightness in the chest
                                   and other indications of cardiac disturbance. I decided to leave the
                                                   Treximet in the desk, untouched. “
                                             Blog.lazyharpy.com, published on 18-02-2009



                                     [Positive for Cardio Side Effects] “For some reason, today I
                                   picked it up. I did a quick web search for adverse side effects of
                                  Imitrex, which I have used for years, and felt surprised to see the
                                    very same descriptions as those accompanying the Treximet.
                                                Since Imitrex has never bothered me,..”
                                            Blog.lazyharpy.com, published on 18-02-2009


• Do you care if the whole post
  is positive or negative?         [Positive for Treximet Effectiveness] “…I popped a Treximet,
                                  slanted my shades, closed and locked my office door, and put
• Or what the specifics are for   my head down for fifteen minutes. When my alarm went off, my
  each issue?                          head was perfectly clear. That was four hours ago.”
                                            Blog.lazyharpy.com, published on 18-02-2009

29                                                                                         © 2010 Mike Moran
                                                                               © 2011 Mike Moran Group LLC
Mike Moran




But Google Alerts treats all mentions the same




   Doesn’t separate                                 Doesn’t aggregate
positive from neutral and                           volumes or show
         negative                                     competitors


                            Doesn’t differentiate
                                by venue
                                                                     © 2010 Mike Moran
                                                         © 2011 Mike Moran Group LLC
Mike Moran




Who are the current leaders in social listening?




                              2010 Forrester Wave
31                                                     © 2010 Mike Moran
                                           © 2011 Mike Moran Group LLC
Mike Moran




Listening tools are comprehensive and selective

     Many sources               Boolean filters
       Blogs                word AND word

       Twitter              word AND NOT word

       Facebook             word WITHIN 2
                              SENTENCES OF word
       Message boards

       …and many more



32                                                  © 2010 Mike Moran
                                        © 2011 Mike Moran Group LLC
Mike Moran




Sentiment analysis shows opinions

                Top Five Tech Pundits in Smart Phone Conversation
         Blog URL                Net Sentiment     Rank                    Traffic
                                  (toward Brand)

                                                              Venue falls in the top 1% of highest
     Engadget                                       A           trafficked, most influential sites


                                                              Venue falls in the top 1% of highest
     Gizmodo                                        A           trafficked, most influential sites


                                                          Venue falls in the top 10% of high trafficked
     Electronista                                   B                          sites


                                                          Venue falls in the top 10% of high trafficked
     UberGizmo                                      B                          sites


                                                          Venue falls in the bottom 90% of trafficked
     Switched                                       C                         sites




33                                                                                    © 2010 Mike Moran
                                                                          © 2011 Mike Moran Group LLC
Mike Moran




Algorithmic sentiment analysis misses sarcasm


                          “Oh, the iPhone is a beautiful
                                 girl, no doubt.”

                             The automated sentiment
                            analysis failed to identify the
                          sarcasm and coded the entry as
                          positive for iPhone, while failing
                           to understand the author was
                            actually saying there was no
                          value for the iPhone beneath its
                                    flashy exterior



34                                                      © 2010 Mike Moran
                                            © 2011 Mike Moran Group LLC
Mike Moran




Algorithmic sentiment analysis misses nuance

                                   You know that these are
          “I waited on line for     negative, but there is no
          my entire lunch hour      word to tell the algorithm
           at my Wells Fargo
             branch today.”
                                   These would be marked
                                    neutral by most
                                    algorithms
     “State Farm never
      told me I had no
      flood coverage.”
                              “Amazon wouldn‟t
                              refund my money.”


35                                                              © 2010 Mike Moran
                                                    © 2011 Mike Moran Group LLC
Mike Moran




Algorithmic sentiment misses context

      The same words mean different things

      An “unpredictable” movie is good, but “unpredictable”
       food quality, not so much

      We like “small” cell phones but not “small” hotel rooms

      “Faded” jeans are good, but
       not “faded” photos

      “Frozen” computers are bad,
       but “frozen” margaritas are good
36                                                           © 2010 Mike Moran
                                                 © 2011 Mike Moran Group LLC
Mike Moran




The problem: Algorithms alone fall short

      70% accuracy on relevance

      70% accuracy on sentiment

      70% times 70% = 49%
                                   “Oh, the iPhone is a beautiful
                                          girl, no doubt.”


         The best algorithms seem to
               fail half the time

37                                                           © 2010 Mike Moran
                                                 © 2011 Mike Moran Group LLC
Mike Moran




Human analysts can correct the algorithms

      If you need the data to be right, you need people to
       check the machines



      The machines collect the data and
       make the easy calls, and they
       suggest the answers for the tough
       ones, but humans make the final
       decision



38                                                           © 2010 Mike Moran
                                                 © 2011 Mike Moran Group LLC
Mike Moran




And machines can learn from the humans

      Machine learning algorithms can detect patterns
       where human analysts corrected the machines

      That feedback can then be used
       to update the computer algorithms
       so the computers are more
       accurate on the first try

      But…you need accurate training
       data—sometimes lots of training
       data

39                                                         © 2010 Mike Moran
                                               © 2011 Mike Moran Group LLC
Mike Moran




Computers and human analysis make data smarter




40                                              © 2010 Mike Moran
                                    © 2011 Mike Moran Group LLC
Mike Moran




Visualizations make the data understandable




41                                                © 2010 Mike Moran
                                      © 2011 Mike Moran Group LLC
Mike Moran




How do conversations relate?




42                                         © 2010 Mike Moran
                               © 2011 Mike Moran Group LLC
Mike Moran




Influencers of the conversation can be scored

                         Reach
                      » Site traffic
                                                         • Influencers vary by
                  » Followers/Friends                      conversation
                   » Number of social
                      media venues
                                                         • Quantitative scoring
      Engagement                        Authority          can reveal the people
     » # of relevant                  » Online rank        who make the
        messages                   » Number of back-
     » Frequency of                         links          conversation
       conversation              » Respect or standing
                                     within community
                                                         • Human analysts can
                      Connectivity
                  » Bloggers blogroll
                                                           provide qualitative
                     » Cross-topic                         scoring, also
                       connectivity
                    » Influence flow


43                                                                               © 2010 Mike Moran
                                                                     © 2011 Mike Moran Group LLC
Mike Moran




Influencers have relationships with each other




44                                                  © 2010 Mike Moran
                                        © 2011 Mike Moran Group LLC
Mike Moran




Some research shows social media is influential

                                                  Brand Knowledge Shift by Touchpoint
      0.6
                                                                                                                        Brand A Touchpoint
                                                                                                                        Competitor Touchpoint
      0.4
                                                                                                                         Average
                                                                                                                        Shift: 0.32
      0.2



      0.0                                                        Coupon




                                                                                     Corporate Website




                                                                                                                                           Purchase
                                                                          In-Store




                                                                                                         Using/Eating
                               Social Gathering




                                                                                                                                 TV Ad
                Social Media




                                                     Online Ad




     -0.2




45                                                                                                                                         © 2010 Mike Moran
                                                                                                                               © 2011 Mike Moran Group LLC
Mike Moran




The same information is needed organization-wide




46                                                © 2010 Mike Moran
                                      © 2011 Mike Moran Group LLC
Mike Moran




And across geography
                          North America



                                           Market
                     PR                   Research

                             Enterprise
                             Listening
             Asia             Solution                 Europe
                            + consistent methodology
                                + consistent data
                             + custom configuration

                    Corporate              Customer
                     Comm.                  Service




                          South America

47                                                                      © 2010 Mike Moran
                                                            © 2011 Mike Moran Group LLC
Mike Moran




Workflow distributes insights




48                                          © 2010 Mike Moran
                                © 2011 Mike Moran Group LLC
Mike Moran




Workflow also allows engagement




49                                            © 2010 Mike Moran
                                  © 2011 Mike Moran Group LLC
Mike Moran




 Next: Listening and engagement come together

                                FORUMS/NEWSGROUPS


  VIDEO SHARING                              MICROBLOGS




                                                        SOCIAL
                                                       NETWORKS
      WIKIS
                            The
                        Conversation

                                               SOCIAL MEDIA NEWS
                                                    AGGREGATORS
PHOTO SHARING


                BLOGS                   MAINSTREAM MEDIA




 50                                                                            © 2010 Mike Moran
                                                                   © 2011 Mike Moran Group LLC
Mike Moran




Next: Listen to non-text objects

      Audio

      Video

      Images




51                                             © 2010 Mike Moran
                                   © 2011 Mike Moran Group LLC
Mike Moran




Next: Cross national languages

      Those who need to know
       can’t speak every language

      Machine translation
       crosses the gap

      Automation will be
       augmented with human
       beings at first




52                                              © 2010 Mike Moran
                                    © 2011 Mike Moran Group LLC
Mike Moran




Next: Calculate return on investment

      How many people who
       viewed the message
       eventually bought
       something?

      Of the people who saw
       this message, are they
       more or less likely to
       buy from us?




53                                                 © 2010 Mike Moran
                                       © 2011 Mike Moran Group LLC
Mike Moran




Next: Predictive modeling


              Sales           Brand Tracking

                               Conversion/Analytics
                    Traffic


                              Conversation Mining




54                                                          © 2010 Mike Moran
                                                © 2011 Mike Moran Group LLC
Mike Moran




Read all about it
                                          “Buy this book, read it, and then
        The                                read it again.”
    search
                                           --Chris   Sherman, Search Engine Watch



 marketing                                Updated at each printing
 best seller


                                                                    Miami Herald: A Top
                                                                      Biz Book of 2007
                                                                         “Great book.”
                                                                            --Robert   Scoble, Scoblizer blog



      For more information about the                                     “Act now and read
     books, and for the free Biznology                                    it.”
                                                                            --Bryan Eisenberg, Author of #1 best
           newsletter and blog:                                             seller Waiting for Your Cat to Bark?

       www.mikemoran.com
55                                                                                                © 2010 Mike Moran
                                                                                      © 2011 Mike Moran Group LLC

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Social Media Listening (BMA NJ) 2011-12-06

  • 1. Mike Moran Social Media Listening Business Marketing Association of NJ December, 2011 Mike Moran www.mikemoran.com © 2011 Mike Moran Group LLC
  • 2. Mike Moran Message boards have long been complaint centers  Would you have spotted this comment?  Would someone know how to respond?  What if that is one my competitors? 2 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 3. Mike Moran But now all you need is a phone  Your customers look at reviews before going into your restaurant  Or writing a review while they wait for the check 3 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 4. Mike Moran What are they saying about you? FORUMS/NEWSGROUPS MICROBLOGS VIDEO SHARING SOCIAL NETWORKS WIKIS The Conversation SOCIAL MEDIA NEWS PHOTO SHARING AGGREGATORS MAINSTREAM MEDIA BLOGS 4 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 5. Mike Moran What are they seeing about you? You are frequently defined by third parties 5 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 6. Mike Moran Public data, private data, and what‟s in between  Public: Twitter, blogs, YouTube, most message boards  Private: Most Facebook, most LinkedIn, some message boards  In between: Reviews 6 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 7. Mike Moran The blueprint for social media engagement 7 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 8. Mike Moran Ford contains a potential disaster  A Ford fan site goes public with a Ford cease and desist order that goes viral on the Web  Scott Monty of Ford tweets “not good” when he first hears the story  Later, his legal team explains that the fan site was selling counterfeit Ford items and he tweets that  Within 24 hours, the story is dead, with Ford’s reputation intact 8 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 9. Mike Moran Graco handles a recall online  Imagine the nightmare of baby strollers recalled for safety reasons  Graco jumped on Twitter and responded to every nervous tweet, requesting serial numbers and providing advice  Afterwards, as many stories praised Graco as slammed them 9 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 10. Mike Moran Dell goes from embarrassment to leadership  Then: Bloggers took Dell’s service to task with “Dell Hell”  Now: IdeaStorm builds new products from customer ideas 10 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 11. Mike Moran Comcast did the same thing  Comcast’s first exposure to social media came from a YouTube video of a service man sleeping on the customer’s couch  They later became one of the first companies to pioneer customer service on Twitter 11 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 12. Mike Moran Starbucks also solicits ideas from customers  250,000 people voted one million times for 84,000 different ideas  48 ideas launched in Starbucks restaurants 12 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 13. Mike Moran USAA has a social voice of the member program Executives Functional Leaders Regional Leaders Real-time Trend Reports Analysis Unified Information Access Product Websites Social Media Surveys and Focus Groups • Product/Service Ratings & Reviews Customer Comments on: • Blogs • Customer Discussion Forums • Facebook Fan pages • Flickr • Customer Article/Blog Comments • Twitter 13 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 14. Mike Moran DreamHost Web hosting „fessed up‟ its screw-up  They were honest, apologetic—no excuses  The reaction?  “I’m not going anywhere and this blog post is a big reason why.”  “Posts like this are the reason I love dreamhost and continue to pimp you guys out to all my friends.”  “I have to say that without this post, I’d be outta here.”  “It’s rare to find a company who is willing to own up to their mistakes and be honest with customers.”  “…I am rooting for you.”  “Without this post I would seriously consider moving.” 14 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 15. Mike Moran How will the companies of the future work?  Imagine a fictitious mid-size manufacturer and direct seller of telephone systems called telecom.com “telecom.com” that sells to consumers, SOHO, and larger businesses  Dorothy is the Marketing Executive for all telephone systems 15 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 16. Mike Moran Problems for our heroes  Dorothy is Reputation Dashboard checking her Monitor Today’s Telecom Talk reputation Concepts Results from Reputation Scan dashboard 1 to 10 of 37 stories | Next> when she sees Telecom 2617 Review a bad story …Telecom’s new 2617 digital switch surpasses the competition…  From an Another Winner from Telecom important blog …2617 exceeded our benchmarks… Questionable Telecom TCO …causes us to question Telecom’s low TCO claims… 16 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 17. Mike Moran Dorothy checks the story  The story says Reputation Dashboard that anecdotal Monitor Today’s Telecom Talk reports indicate Concepts Questionable Telecom TCO that Telecom’s products are Have you heard Telecom’s claims of low TCO? We have costly to repair too, but we’ve also heard from two Telecom customers, which  It quotes two causes us to question Telecom’s low TCO claims. unnamed Telecom If you believe the customers we spoke with, Telecom customers products can be costly to Create Concept 17 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 18. Mike Moran Dorothy decides to see if more talk is happening  Are others Reputation Dashboard talking about Monitor Today’s Telecom Talk high costs? Concepts Questionable Telecom TCO  She highlights Have you heard Telecom’s claims of low TCO? We have “TCO” and too, but we’ve also heard from presses the two Telecom customers, which “Create causes us to question Telecom’s low TCO claims. TCO Concept” button If you believe the customers we spoke with, Telecom products can be costly to Create Concept 18 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 19. Mike Moran “TCO talk” comes in many flavors  She selects the Reputation Dashboard related phrases Monitor Concept Editor that she wants Concepts to include Current: More Phrases: Big repair bill TCO Big training costs  She presses Big training expenses the “Save Add additional Costly repairs phrases from Concept” list at right Costly training Expensive to fix button Expensive to repair More… Save Concept 19 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 20. Mike Moran Dorothy matches the concept with her products  She cares Reputation Dashboard about this talk Monitor Concept Editor only when it Concepts relates to her Current: Telecom Brand names own products TCO Executives Locations Product names  She chooses Add additional concepts from “Brand names” Competitors list at right Brand names and “Product Executives names” and Locations Product names runs it Save and Search 20 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 21. Mike Moran Dorothy sees what all the chatter is about  Dorothy sees Reputation Dashboard that some of Monitor Today’s Telecom Talk these same Concepts Results from Message Boards costly repair 1 to 10 of 17 phrases | Next> stories are expensive to fix (6) popping up on big repair bill (5) message high maintenance costs (3) boards Results from Product Reviews  And product 1 to 10 of 12 phrases | Next> reviews pricey service (2) expensive repair (1) … 21 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 22. Mike Moran Do competitors have the same problems?  Dorothy checks Reputation Dashboard the same Monitor Concept Editor concepts found Concepts for competitive Current: Telecom Brand names names TCO Executives Locations Product names  She chooses Add additional “Brand names” concepts from Competitors list at right Brand names and “Product Executives names” and Locations Product names runs it Save and Search 22 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 23. Mike Moran Many of the same phrases come up  Dorothy sees Reputation Dashboard that some of Monitor Today’s Telecom Talk these same Concepts Results from Message Boards costly repair 1 to 10 of 57 phrases | Next> stories are high maintenance costs (23) popping up for expensive to fix (19) competitors expensive repair (15)  In message Results from Product Reviews boards and in 1 to 10 of 62 phrases | Next> costly service (13) product expensive repair (11) reviews 23 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 24. Mike Moran How do today‟s companies listen to customers?  See what’s happening now with Twitter search  Use hashtags 24 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 25. Mike Moran Figure out who to follow  Find your friends  Use search  Follow your favorite bloggers 25 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 26. Mike Moran Engagement tools do simple listening  Choose people to follow  Enter simple keywords or hashtags for subjects  Only finds Twitter data, with possibly some blogs or Facebook  Hootsuite is a prime example  Tweetdeck being purchased by Twitter 26 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 27. Mike Moran Google Alerts are more comprehensive, but slower  Google Alerts are free and easy, but not realtime  Set up a search and follow the e-mails or an RSS feed  Perfect for small businesses and unique search keywords 27 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 28. Mike Moran But other companies fail with search algorithms  “T-Mobile” will be found quite easily  “Sprint” not so much  “Verizon Wireless” is also not easy to isolate 28 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 29. Mike Moran Algorithmic listening also misses details [Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance. I decided to leave the Treximet in the desk, untouched. “ Blog.lazyharpy.com, published on 18-02-2009 [Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex, which I have used for years, and felt surprised to see the very same descriptions as those accompanying the Treximet. Since Imitrex has never bothered me,..” Blog.lazyharpy.com, published on 18-02-2009 • Do you care if the whole post is positive or negative? [Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my shades, closed and locked my office door, and put • Or what the specifics are for my head down for fifteen minutes. When my alarm went off, my each issue? head was perfectly clear. That was four hours ago.” Blog.lazyharpy.com, published on 18-02-2009 29 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 30. Mike Moran But Google Alerts treats all mentions the same Doesn’t separate Doesn’t aggregate positive from neutral and volumes or show negative competitors Doesn’t differentiate by venue © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 31. Mike Moran Who are the current leaders in social listening? 2010 Forrester Wave 31 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 32. Mike Moran Listening tools are comprehensive and selective Many sources Boolean filters  Blogs  word AND word  Twitter  word AND NOT word  Facebook  word WITHIN 2 SENTENCES OF word  Message boards  …and many more 32 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 33. Mike Moran Sentiment analysis shows opinions Top Five Tech Pundits in Smart Phone Conversation Blog URL Net Sentiment Rank Traffic (toward Brand) Venue falls in the top 1% of highest Engadget A trafficked, most influential sites Venue falls in the top 1% of highest Gizmodo A trafficked, most influential sites Venue falls in the top 10% of high trafficked Electronista B sites Venue falls in the top 10% of high trafficked UberGizmo B sites Venue falls in the bottom 90% of trafficked Switched C sites 33 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 34. Mike Moran Algorithmic sentiment analysis misses sarcasm “Oh, the iPhone is a beautiful girl, no doubt.” The automated sentiment analysis failed to identify the sarcasm and coded the entry as positive for iPhone, while failing to understand the author was actually saying there was no value for the iPhone beneath its flashy exterior 34 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 35. Mike Moran Algorithmic sentiment analysis misses nuance  You know that these are “I waited on line for negative, but there is no my entire lunch hour word to tell the algorithm at my Wells Fargo branch today.”  These would be marked neutral by most algorithms “State Farm never told me I had no flood coverage.” “Amazon wouldn‟t refund my money.” 35 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 36. Mike Moran Algorithmic sentiment misses context  The same words mean different things  An “unpredictable” movie is good, but “unpredictable” food quality, not so much  We like “small” cell phones but not “small” hotel rooms  “Faded” jeans are good, but not “faded” photos  “Frozen” computers are bad, but “frozen” margaritas are good 36 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 37. Mike Moran The problem: Algorithms alone fall short  70% accuracy on relevance  70% accuracy on sentiment  70% times 70% = 49% “Oh, the iPhone is a beautiful girl, no doubt.” The best algorithms seem to fail half the time 37 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 38. Mike Moran Human analysts can correct the algorithms  If you need the data to be right, you need people to check the machines  The machines collect the data and make the easy calls, and they suggest the answers for the tough ones, but humans make the final decision 38 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 39. Mike Moran And machines can learn from the humans  Machine learning algorithms can detect patterns where human analysts corrected the machines  That feedback can then be used to update the computer algorithms so the computers are more accurate on the first try  But…you need accurate training data—sometimes lots of training data 39 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 40. Mike Moran Computers and human analysis make data smarter 40 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 41. Mike Moran Visualizations make the data understandable 41 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 42. Mike Moran How do conversations relate? 42 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 43. Mike Moran Influencers of the conversation can be scored Reach » Site traffic • Influencers vary by » Followers/Friends conversation » Number of social media venues • Quantitative scoring Engagement Authority can reveal the people » # of relevant » Online rank who make the messages » Number of back- » Frequency of links conversation conversation » Respect or standing within community • Human analysts can Connectivity » Bloggers blogroll provide qualitative » Cross-topic scoring, also connectivity » Influence flow 43 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 44. Mike Moran Influencers have relationships with each other 44 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 45. Mike Moran Some research shows social media is influential Brand Knowledge Shift by Touchpoint 0.6 Brand A Touchpoint Competitor Touchpoint 0.4 Average Shift: 0.32 0.2 0.0 Coupon Corporate Website Purchase In-Store Using/Eating Social Gathering TV Ad Social Media Online Ad -0.2 45 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 46. Mike Moran The same information is needed organization-wide 46 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 47. Mike Moran And across geography North America Market PR Research Enterprise Listening Asia Solution Europe + consistent methodology + consistent data + custom configuration Corporate Customer Comm. Service South America 47 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 48. Mike Moran Workflow distributes insights 48 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 49. Mike Moran Workflow also allows engagement 49 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 50. Mike Moran Next: Listening and engagement come together FORUMS/NEWSGROUPS VIDEO SHARING MICROBLOGS SOCIAL NETWORKS WIKIS The Conversation SOCIAL MEDIA NEWS AGGREGATORS PHOTO SHARING BLOGS MAINSTREAM MEDIA 50 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 51. Mike Moran Next: Listen to non-text objects  Audio  Video  Images 51 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 52. Mike Moran Next: Cross national languages  Those who need to know can’t speak every language  Machine translation crosses the gap  Automation will be augmented with human beings at first 52 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 53. Mike Moran Next: Calculate return on investment  How many people who viewed the message eventually bought something?  Of the people who saw this message, are they more or less likely to buy from us? 53 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 54. Mike Moran Next: Predictive modeling Sales Brand Tracking Conversion/Analytics Traffic Conversation Mining 54 © 2010 Mike Moran © 2011 Mike Moran Group LLC
  • 55. Mike Moran Read all about it  “Buy this book, read it, and then The read it again.” search --Chris Sherman, Search Engine Watch marketing  Updated at each printing best seller Miami Herald: A Top Biz Book of 2007  “Great book.” --Robert Scoble, Scoblizer blog For more information about the  “Act now and read books, and for the free Biznology it.” --Bryan Eisenberg, Author of #1 best newsletter and blog: seller Waiting for Your Cat to Bark? www.mikemoran.com 55 © 2010 Mike Moran © 2011 Mike Moran Group LLC