4. Beyond Listening:
Reinventing Social Media Monitoring
If a status
update reaches
a social network
but no one sees
it, does it exist?
5. Are people using the
wrong solutions to
determine what people
are saying?
6. @listening as a use case …
Why Bother??
“the problem with social is that there is so
much data - there’s 40 or 50 data points
that you can measure and you have to
figure out whether they are important.
Some of those measurements are
fundamentally not important.
7. Next Steps in Business Intelligence
Reporting
Application
App Server
DB/DW Bus
1960 - 2010: Business intelligence =
Enterprise database reports 2010 - : Web emerges as
go to source for Intelligence
Unstructured
content
Streams
Cloud
deployment
8. Pain!!
• Broad listening across the internet
Blogs Forums Press
• Focused on keyword matches
News
Social Sites Trade Sites
Networks
– Mentions of
• Brand name “Starbucks”
• Product names “Frappuccino”
• Produces valuable insights, but
is exploratory in nature, as a
result, it can not answer tactical
questions and is not scalable.
“I’m drowning in data and documents from
the internet but I need actionable insights”
9. 8 Brand Monitoring Challenges
1. Signal to Noise Ratio
2. Not Scalable, too manual
3. Insightful vs. Actionable
4. Poor Geography / Location
5. Local Data Gap / Blind Spot
6. Platforms often lack needed segmentation capabilities
7. Correspondence between Online chatter vs. Offline Word of
Mouth is Industry dependent
8. No established, universally acceptable standards for conducting
social listening
13. Monitoring has become too complex
http://www.youtube.com
/watch?v=4Y-SVxnVOv8
Radian6 Query on Foreclosures in Rhode Island
"housing solution"~2 AND "rhode island" AND "foreclosure", "road home program"~3 AND
"foreclosure", "home loan modification"~4 AND "foreclosure", "jobless rate"~3 AND
"foreclosure", "bankrupcy" AND "foreclosure" AND "housing" AND "obama", "rhode island
housing"~3 AND "forclosure", "foreclosure prevention funds"~5, "bank foreclosures rhode
island"~4 AND "obama", "selling house"~4 AND "foreclosure" AND "obama", "hardest hit
fund"~4, "national foreclosure mitigation"~6, "homeowner stability initiative"~5 AND
"obama", "roadhome program"~2, "hud homes rhode island"~3 AND "obama", "foreclosure
settlement"~4 AND "25 billion"~2 AND "obama", "fannie mae freddie mac"~10 AND
"foreclosure", "keeping people in their homes"~4
16. New Solutions Lie in …
• Adding additional dimensions to the data (i.e.:
time, place)
• Adding Custom Taxonomies, Lexicons and data
mashups helps, if done well and cleanly
• Customizing the source data feeds
• Customizing Data Extraction from Pages Crawled
• Defining what your goals are
• Defining what, when, where and how your going to
accomplish your goals
• Define your Key Performance Indicators that tell
you if you hit or missed your goal targets
19. Web is Loaded with Events
Silicon Valley executives head to
Vail, Colo. next week for the Drought and malnutrition hinder next year’s
annual Pacific Crest Technology development plans in Yemen...
Leadership Forum
The carrier may select partners to set up
a new carrier as early as next month
“2010 is the year when Iran will kick out “...opposition organizers
Islam. Ya Ahura we will.” plan to meet on Thursday
to protest...”
“... Dr Sarkar says the new facility will
be operational by March 2014...”
“Excited to see Mubarak “According to TechCrunch
speak this weekend...”
“Strange new Russian China’s new 4G network will
worm set to unleash be deployed by mid-2010”
botnet on 4/1/2012...”
20. From Keywords to
Timelines
Timeline
the
World/Web
“Record what the world
knows about the future”
27. The RF temporal timeline is unique – the closest analogy is Google
Trends and Google Insights for search, that do employ some
predictive analysis, but only for traffic volume, not events.
Kindle Fire AND iPad
28. Mobile and Tablets - Next three years
Huge market segments still emerging
• Over 75% of businesses plan on deploying tablets by 2013
• Revolutionizing health care delivery, on-site and mobile
• Disrupting software engineering and user expectations
29. Actionable Intelligence gleamed from
LBS instead of exploratory insights
Geo-Location Analytics
from SMM
VenueLabs –
They mess up here A LOT! If I wasn’t in a rush
nor a coffee addict I would go somewhere
else!
New Insights
Traditional Insights
Location Date /Time
Topic
Sentiment Staff Working Managers
Influence Local Context Unit Sales
Engagement Nearby Competitors
30. VenueLabs solves Local Data Gap Example
They mess up here A LOT! If I wasn’t in a rush
nor a coffee addict I would go somewhere else!
41. Google Social Reports Cannot connect the
dots to ROI (yet) though Campalyst, Can.
Not enough information – Google cannot connect
the dots back to the original post that generated
the referral, but Campalyst does.
42. Campalyst ties cause and effect for Twitter and
Facebook better than any other platform I’ve yet
seen – marshall sponder – WebMetricsGuru.com
43. Campalyst can also find the brand advocates that
generate the most traction and engagement for a
brand or website.
46. Example of a Student’s Goal – Resurrecting George Enescu’s Work
Goal: Audience:
Salvage the reputation of the Romanian 20th Among Classical music institutions,
century composer, George Enescu enthusiasts, and musicians alike
Location: Timing:
Ideally GeorgeEnescu.com A 6 month campaign period Through/ With
Vehicle: Venues:
Online videos, online networking, Personal blog, radio stations, youtube, Ask fans and
podcasts, musicological research musicological conferences, etc. customers to
Message:
Enescu’s art ought to be enjoyed and celebrated as the
Regarding the
work of a deserving, 20th-century master
Program:
Program to promote the musicians and orchestras who wish to
explore Enescu’s work Success will be judged by
Metrics/KPI’s
Popularity on Google New business connections New visitors to Youtube
Trends and partnerships website statistics
47. Example of a Student’s Goal – Increase Soccer Video Blog visits
Goal(s): Audience:
Increase my blog traffic to 50 views FIFA Soccer Video game
among players
Location: Timing :
Online Spring Semester 2012 through/ with
Vehicle (how your going to do it): Venues (where your going to do it):
Targeted keywords, vocal
commentary & screen capture of
the game in action, link to other Wordpress, Facebook, Twitter, ask fans and
wordpress blogs YouTube, Facebook groups customers to
Message (Call(S) to Action):
Watch video, post comments, ask Regarding our
questions regarding how to play
Product / Service / Program
Teaching people how to play FIFA successfully Success will be judged by
Metrics/KPI’s
Number of visitors to blog Video Views Retweets
48. Example of a Student’s Goal – Get Art Exposure
Goal(s): Audience:
Increase exposure of artwork/get General public/ art
name in public eyes among collectors/ art community
Location: Timing :
Internet/ studio Next two years through/ with
Vehicle (how your going to do it): Venues (where your going to do it):
ask fans and
Internet Internet and world of mouth
customers to
promotion/networking amongst community members
Message (Call(S) to Action):
Regarding our
Product / Service / Program
Artwork (painting and sculpture), conversation Success will be
amongst art community judged by
Metrics/KPI’s
Blog views Amounts of comments/conversation
49. Summary
• The Future of Analytics is with
Actionable Data
• Actionable Data comes from
adding contextual information
and metadata in meaningful
ways related to your business
or organizational goals.
• You need a Plan (the right one)
to execute, together with the
metrics, audience, timing,
venue, program /vehicle and
KPI’s to succeed with Analytics
of any kind.
50. WebMetricsGuru.com
Marshall Sponder
WebMetricsGuru INC.
www.webmetricsguru.com
www.smabook.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook
WebMetricsGuru INC.