1.
SOCIAL LISTENING TOOLS:
THE GOOD, THE BAD AND THE UGLY
@JackieCuyvers
Jackie@convosphere.com

2.
“Social Listening” is the
process of using online
conversation to answer
business questions with
actionable insight.

3.
“Social Intelligence” is the
application of using social
listening insights to making
data-driven decisions.

4.
Developing insights isn’t as simple as
having a platform

5.
Insight generation,
from social data
or any kind of
data, remains a
human activity

6.
ü Data volume
ü Years of historical data
ü The number of monthly queries
ü Volume of results returned
ü Seats or users
ü Features
ü Logos

7.
How does it
handle
Boolean
queries. How
many
operators are
there?

8.
Languages Markets Industries

9.
How do they
determine age,
gender and
location?

10.
How good is
the built in
analysis?

11.
True insight comes from digging deeper

12.
Plutchik’s Wheel of Emotions provides a framework
for deeper analysis

13.
Purchase Intent
Brand Choice
Customer Satisfaction
User Adoption
Switch / Loyalty
Adherence / Churn
Emotional insights help
you understand the
drivers/barriers of your
stakeholders

14.
How easy is it to get the data
out?

15.
Use tools in combination to
enrich your data set

16.
• Understand your use-cases to define what metrics or features are
most important for your business
• Ensure the right stakeholders are included in the decision making
• Leverage tools that have additional industry efficiencies
• Don’t expect the tool to deliver insights- people do
• Take the data out of the tool - and put it in context of other data sets
• Don’t be afraid to integrate or layer tools

17.
Hammersmith, London
+44 (0)203 8580235
facebook.com/convosphere
@Convosphere
Thank You
info@convosphere.com