A Beginners Guide to Building a RAG App Using Open Source Milvus
Social Media Monitoring & Reporting
1. Swissnex / Swiss Academia 2012, Second Annual Meeting
Social Media
Monitorin and
Reporting!
2. MIKE !
SCHWEDE!
Sabbaticalist, Entrepreneur, Social Media Strategist,
Communication Consultant, Speaker.
1998-2011 Goldbach Interactive:
@mikeschwede http://mike.schwede.ch mike@schwede.ch
5. Consumer trust in...!
Reccomendation from people I know 92%
Cosumer opinions posted online 70%
Editorial content such as newspaper articles 58%
Branded Websites 58%
Email I signed up for 50%
Ads on TV 47%
Brand sponsorships 47%
Ads in magazines 47%
Billboards and other outdoor advertising 47%
Ads in newspaper 46%
Ads on radio 42%
TV program product placements 40%
Ads served in search engine results 40%
Online video ads 36%
Ads on social networks 36%
Online banner ads 33%
Display ads on mobile devices 33%
Text ads on mobile phones 29%
Quelle: Nielsen Global Trust in Advertising Survey / worldwide / Q3 2011
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 5"
6. The real conversion process!
Theory Real world
Advertising"
Website"
Booking a trip: 12x Google, 21 Travel Sites, 29 Days"
Customers" à Social Reach
Generate as much as (positive and relevant)
buzz about your brand."
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 6"
7. Trust!
Social Media
Monitoring Tools"
Earned
Media Social Media
Management Tools / "
Web Analytics"
Owned
WOM, Buzz, Forums,!
Third party Blogs etc.! Media
Paid
Website, own Blog,!
Twitter, Facebook!
Media
Web Analytics / Ad Advertising…!
Management"
Forrester, 2009"
Controlle!
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9. How does it work?!
Social Web (Blogs, Searching for articles & Structure them by brands Generate nice looking graphs for the
Twitter, Foren, News,...) posts with keywords and topics management
Work on the posts structured
Action
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10. Challenge: Volume!
Example Sysomos MAP
• 61.1 Billion Documents saved!
• 110 Mio. Blogs with 1.25 Mio. new articles per day!
• 12-15 Mio. Forum posts per day!
• Twitter: up to 25‘000 Tweets per second!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 10"
11. What to track?!
Sub Brands,
Brand Name Products,
(most important) Product
Groups, Labels
People
(Management, Important
Board) Suppliers
(most important)
Topics, Issues
Competitors
& Campaigns
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12. Setup example Migros!
Migros
Brands Labels Product Brands Competitors Topics Issues
Migros:
Migros OR "Ein M Negative topics:
Sustainability OR Migros AND
besser" OR "M Aus der Region M-Budget Coop ecology OR …
poisoning
Cumulus"
LeShop… Bio Suisse … Aldi Service Palm oil
M-Electronic… … … Product Range …
… …
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13. Application Example!
Fundamental Analysis for a (social media)
stragegy"
Reports, Adhoc
Social Media Measurement"
Marketing Reports mit with quantitative and
qualitative insights"
Crisis Monitoring and Reputation Management"
Customer Care / CRM"
Tool, permanent
Market Research for optimizing Sales, Products, Social Media Engagement"
Communication,…"
Sales and Lead Generation
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 13"
15. Overview! Report: Ebookers, worldwide, 30 Nov 2011 to 27 Feb 2012, mike.schwede, Source: Sysomos
Reach: Competitor Share of Voice: 5% ì Engagement
• Favorability: 90%
5000
• Sentiment: -4% î
4000 • Topics: Flight 32% ì
News
3000 • Traffic Drivers: Twitter ì
Forums
2000 Cases & Issues
Blogs • Cases: 188 ì
1000
Twitter • Closed Cases: 164 ì
0
• Negative Cases: 30% î
Q4 Q3 Q2 Q1
• Main Topic: Website Usability
Locations
Commentary of the Community Mgmt.
• Top Location: Germany ì
1. We‘re gaining influence (Share of Voice
• Top Language: English ì
and at Twitter Influencer)
2. Sentiment dropped, more Cases 10%
concerning our accounting (!!!)
14%
3. People like our deals and promotions
4. Brand is strongly connected to Orbitz
5. Personal ressources are limited. No 76%
readyness for a Shitstorm English German French
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16. Reach & Influence!
Popularity Source SoV: Blogs raising
3" 2" 16% 14%
4" 1"
5"
35% 35%
Blogs News
Twitter Forums
Main Peak Driver was Traditional News! Competitor SoV: 5% î
1. Hugely Popular Orbitz 50 Faves Facebook Game Is Ready for
5%
Take-Off" 5%
2. Orbitz Worldwide and United Continental Holdings Extend
Relationship" 23%
3. Travelers Extending Valentine's Day for a Romantic Getaway
this President's Day Weekend, According to New Orbitz Insider 67%
Index"
4. Orbitz Worldwide Supports Obama Administration Initiative to
Increase International Tourism to the U.S."
5. Orbitz Worldwide, Inc. to Participate at the Citi 22nd Annual Expedia Orbitz
Global Entertainment, Media & Telecommunications
Conference" Ebookers Opodo
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18. Cases & Issues! (Invented)
Actual Watchlist: 8 Key Facts
• Cases: 188 ì
• Closed Cases: 164 ì
• Negative Cases: 30% î
Main Topics: Website Usability
Website
6% 15% 15% Delays
Accounting
21%
Pricing
Ideas
11% 32%
Hotels
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 18"
19. Locations!
Languages Countries
10%
14%
76%
English German French
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20. Twitter in Detail! (Example, some for Blogs etc.)
Reach: 1.7 million impressions
2" Tweet Count: 1,481 (estimated)
3" 1"
Peaks
1. Séjours en promotion
2. Séjours en promotion
3. 100.000 Euro Facebook-
Gewinnspiel
Influencer Locations
Topics
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 20"
21. Core Metrics in Monitoring!
Metrics Description
Posts (also Popularity)" Number of posts/articles"
Impressions (also Viral Reach)" Number of Impressions"
Share of Voice (SoV)" Share of posts of a brand in comparison to the
competitors"
Topic SoV" Share of different topics related to a brand"
Source SoV" Share of different platforms / sources related to a brand"
Word Cloud / Buzz Graph" Visualization of important keywords"
Opinion Leader (also Super Authors / Users with high reach and influence related to a
User or Influencer)" brand or topic"
Sentiment" (Automated, mostly inaccurate) assessment if a post is
positive, neutral or negative"
Traffic" Website Visits due to Social Media Platforms (Twitter,
Facebook, Pinterest etc.)"
Demographics" Info about country, language, age, gender, profession etc. "
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 21"
26. Main tool evaluation criterias!
> Data and Filtering
- Source coverage, especially in core markets (e.g. Asia)"
- Language Filtering"
- Country Filtering (based on social profiles!)"
> Usability: Simple and self-explanatory
> Workflows for efficient collaboration
> Features based on goals and social media
processes
> Model: In-Sourcing vs. Out-Sourcing
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35. Overall context of reporting!
Business Goals"
Social Media Strategy & Objectives
& Platforms"
Social Media Metrics"
Social Media Reporting"
Sources & Tools"
Mike Schwede, Creative Commons 3.0 BY SA " 35"
36. Develop Reporting evolutionary!
> The responsible person creates a
Marketing report
Report
> Gradual aggregation
> Evolution: Start with the
Facebook concrete and important
Editorial Report (Facebook Report), add detail
Report
(Content Report), and later
include Management Summaries
Community
Mangement Twitter Report
Report
Summary
ROI Dashboard
Dashboard
Blog Report
Earned Media
Report
Detail Reports Platform Reports Management Reports
Mike Schwede, Creative Commons 3.0 BY SA " 36"
37. Social Media Scorecard!
Marketing & Communication" Support & Innovation"
• Reach • Support
• Engagement • Satisfaction
• Influence • Innovation
• Position
• Protection
Social Media
Strategy "
Sales" Organisation"
• Visitors • Empowerment
• Leads • Leadership
• Sales
Mike Schwede, Creative Commons 3.0 BY SA " 37"
39. Organisation!
> Processes Embedded in your social media
organization!
> Involve stakeholder early!
Corporate
Marketing Customer Care HR
Communication
Product Market
Sales CxO
Management Research
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 39"
40. Costs and efforts!
Personal Investments are core
à Enough ressources available?
à Can you define a usefule application of social
media monitoring?"
Tools decrease manual efforts, but do not replace
them.!
Minimum of 10% FTE needed!
Setup 10-30 T CHF (depending on languages,
countries, topics/brands)!
Monthly Fees around 1 – 3 TCHF for pro tools,
50-200 CHF for simple tools!
Mike Schwede, some rights reserved (Creative Commons 3.0 BY SA) " 40"
43. Fotocredits: tim geers
MIKE !
SCHWEDE!
Sabbaticalist, Entrepreneur, Social Media Strategist,
Communication Consultant, Speaker.
@mikeschwede M +41 78 600 888 2 W http://mike.schwede.ch