Transmission was featured in a white paper as an Alterian SM2 partner. Interesting insight into their platform and how we're getting the most of it, including its exceptional export functionalities.

1. Alterian Case Study
Transmission Content & Creative
Client
From simple listening to deep dive analysis:
Gaining the most value from social media research
Company: Introduction in different formats including csv, xls and xml and its
Transmission Content & Creative Transmission Content & Creative is a social media historical social media warehouse,” explained Goren.
marketing consultancy providing monitoring, analysis “This allows us to use SM2 data as a baseline and tap
Industry:
and engagement strategies for a whole range of clients, into additional specialist tools using the same data. The
Social Media Marketing
including creative agencies, national media companies historical information helps brands see real trends over
and Consultancy
and international brands. time, instead of making assumptions based on short
Website: term findings.”
www.socialmediamonitoring.ca Helping organizations understand how people are
connecting, collaborating, sharing and publishing Using Alterian SM2’s extensive range of search criteria
Offices: information using social media, the Transmission team and drill down menus, Transmission develops a robust
Montreal, Canada develops their clients’ understanding of the social media set of data. The analysts also use the tool’s ability to
mindset and teaches them how to use new channels. change how it how it defines tone and sentiment to
Solution:
Recognizing the significance of social media back in ensure that monitoring results are accurate for each
Alterian SM2
2006, Transmission have since become an authority on particular client. With SM2’s customisable dictionary any
the whole gamut of social media monitoring tools and ambiguous terms, slang or colloquialisms can be added
technologies appearing on the market and how they and clarified manually. “If something has been described
Results: are best applied. as ‘bad’, this might in fact mean it’s ‘good’, so can be
1. Historical social media reassigned accordingly,” said Goren.
warehouse lets Transmission Emerging trends
Most client engagements for Transmission involve Going back in time
analyze trends over time In most situations, SM2’s historical data warehouse is
monitoring, responding and initiating audience
2. Exporting data makes critical, particularly with channels such as Twitter. “Many
participation and start life as a specific objective, as
creating powerful client Mark Goren, CEO of Transmission explains: “Everything other platforms cannot store more than six weeks’ worth
reports quick and easy starts with listening, as it helps you understand where of Twitter data, but SM2 can present tweets dating back
3. Data can be exported and how to respond in the first instance. But the industry to 2007,” explained Goren. “This opens up a powerful
into specialty tools for is dividing into two distinct monitoring camps. One is window, allowing us to evaluate trends over time. We
further analysis concerned with listening in order to drive social media can then feed all that data into any number of other
and PR campaigns, involving daily or weekly reports tools for further examination.”
4. SM2 gives Transmission
that examine conversation trends about a brand. The
the best of both worlds: One such tool creates advanced lexical mapping, for
other is focused on deep dive research, looking for example. This provides Transmission’s analysts with a
day-to-day listening and
insights that will guide marketing strategies, product graphical representation of large text data sets, showing
deep dive research. development, customer service or initiate some other the relationship between up to 200 of the main words
operational improvements within a company.” being used and the nodes of the conversations, allowing
Transmission develops programs that cover both areas, them to discover which themes are most prevalent.
“On top of the 36 search helping clients sift through the billions of conversations
parameters you can drill Many clients appreciate Transmission’s multi-platform
happening every day. With a mix of over 100 social approach to social media analysis. One of its oldest
into, such as daily volume, media monitoring tools at their disposal, the Transmission
demographics and media clients receives daily reports via SM2 but at the
team selects particular solutions for specific tasks. beginning of the year, wanted to benchmark the
sources, SM2’s main strengths for
us are its ability to export data Robust data previous 12 months to gain a snapshot and see what
in different formats including csv, the trends had been. Transmission was able to export
Alterian SM2 provides the foundation analysis for much
xls and xml its historical social the data into Excel and then import it into another
of Transmission’s work, chosen primarily for its data
media warehouse.” system to create powerful lexical and publisher maps
warehouse of social mentions dating back to 2007,
Mark Goren to see what was going on at a deeper level.
coupled with its advanced data export capabilities.
CEO, Transmission
Transmission uses SM2 as part of its general day-to-day “As the market develops, more niche tools are arriving
monitoring for clients and also for the more involved on the scene that are designed to perform certain tasks.
in-depth analysis. Exporting data out of SM2 means we can remain
technology-agnostic, be flexible and meet client’s
“On top of the 36 search parameters you can drill into,
specific needs,” commented Goren. “Exporting data
such as daily volume, demographics and media sources,
from SM2 is made easy by its checklist approach that
SM2’s main strengths for us are its ability to export data
also plays a key role in cleaning up the data, as it lets

2. Alterian Case Study
Transmission Content & Creative
you choose any search terms and results you want to Alterian
exclude from the exported dataset.” Alterian (LSE: ALN) enables
organizations to create relevant,
This saves Transmission a great deal of time, as normally effective and engaging experiences
a significant amount of effort is spent making sure with their customers and prospects
datasets are clean and free of any irrelevant noise. “It’s through social, digital, and traditional
marketing channels. Alterian’s Customer
a major benefit being able to clean data as it’s being Engagement solutions are focused in
exported into Excel – we’re able to reduce datasets four main areas: Social Media, Web
from 100,000 results down to 15-20,000 very quickly Content Management, Email, and
using SM2 in this way,” said Goren. Campaign Management & Analytics.
Alterian technology is utilized either
The future to address a specific marketing
Transmission believes that as the social landscape challenge or as part of an integrated
evolves, the listening landscape will further fragment marketing platform, with analytics
and more niche tools will keep appearing. and customer engagement with the
individual at the heart of everything.
“Gaining real insight into what social media data means Working alongside a rich ecosystem
requires a deep dive into the results, clicking through of partners, Alterian delivers its
software as a service, or on premise.
and reading different posts and developing a conclusion
For more information about Alterian
as to what the important information is and where it can visit www.alterian.com or the Alterian
lead, from both a communications and business blog at www.engagingtimes.com.
standpoint,” said Goren. “Alterian SM2 is a powerful
UK & European Headquarters
starting point and being able to export the data means
Alterian
the potential for us to derive further value is huge.” UK
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