These slides were created for the course: Comm 350R Social Media Dr. Matthew J. Kushin Department of Communication Utah Valley University For more on the course see: http://profkushinsocial.wordpress.com For more about the professor, see: http://profkushin.wordpress.com or @mjkushin on Twitter

1. Social Media CourseDr. Matthew J. Kushin Assistant Professor Department of Communication Utah Valley University profkushin.wordpress.com mkushin@uvu.edu @mjkushin

2. Real-Time Web; Trending Social Data Dr. Matthew J. Kushin Course: profkushinsocial.wordpress.com

3. Review: Basics of Brand Monitoring

4. Review: Monitoring Station Created a command center for important info to come to us Photo: eyesore9

5. 1 more basic monitoring tool You’ve actually been using this already!  The Real-Time Web

6. The “Real Time Web” Process of searching for information as it is created Search factors time & popularity as key variables

7. The “Real Time Web” Enables: ability to search web as a live and constantly changing entity

8. Comparison Google: Organizes mass of information on the web by scouring web periodically Content is most anything posted online sorted by relevance to search query Real Time: Delivers most popular topics recently discussed or posted by users Content is soft: based on what people are saying (opinions, attitudes, thoughts, interests). content linked to is often hard: news articles, blog posts, facts, etc.

9. Tap into the discussion! Real-Time Web Search Use: What are people saying RIGHT NOW about a topic Enable us to monitor buzz around our campaign, brand, etc.

10. Example Scenario Our organization recently received negative press. We want to get a sense of what people are saying.

11. Example Scenario We’re doing PR for Taco Bell Its been a few weeks since the beef fiasco. We want to know if people are still concerned over “taco bell beef” situation. So we search daily “taco bell beef”

12. Real-Time Web You already know the most popular real-time web search What is it?!

13. Twitter Search

14. We’ve put this to work already: Hootsuite enables program Twitter Search & keywords to monitor = search for “#Utalk” on search.twitter.com

15. Real-Time Web Beyond Twitter: AddictoMatic – indexes latest results from many sources SocialMention – indexes blogs, images, microblogs, news, events, etc.

16. Summary Real-time web search enables us to monitor what people are saying online about a topic/issue/etc. Twitter is 1 of many real-time web searches Adding other real-time web searches broadens our ability to monitor web Blogs, photos, etc.

17. Therefore: Monitoring Station Strengthen monitoring station by adding real-time web searches Photo: eyesore9

18. Digging Deeper:Monitoring trends in social data Trends & Stats

19. Review: Tools Some are social media platforms that can be turned into powerful tools Some are specifically designed tools Focus

20. Trending Data on an issue, subject or event over a period of time Looking at social data across time can uncover trends, or patterns of behavior These trends can inform decision making

21. Simple Example Donald Trump announces not running for Prez, Twitterverse reacts

22. Uses There are so many, some include: Research long term trends of usage of keywords. Compare and contrast performance of different keywords. E.g., brand names Segment search data by geographic regions (country, state, city). Identify search keywords that are most important in any industry

23. 3 Types of Tools Twitter Trends Search Trends Blog Trends

24. 1) Twitter Trends There are many, but 2 useful tools: Archivist trendistic

25. 1) Twitter Trends If you have access to Twitter right now – log in and Tweet the following: #comm350R

26. Archivist Url:http://archivist.visitmix.com/ What is it:“a service that lets you search Twitter for Tweets. Then you can create an archive, analyze, export and share the tweets.” Use: See useful data trends about Twitter activity of your search

27. 1) Twitter Trends Let’s take a look @ who tweeted: #comm3530 Search Archivist for “#comm3530” http://archivist.visitmix.com/

28. Example Scenario You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement You want to know how the twittersphere is reacting. Why? You know many people goto Twitter to share info & ideas. So, you can get an easy, free sense of how many people are talking about your brand.

29. Tweets with “Chrysler” on/after 2-6-11 Superbowl

30. On the next slide: Notice that we can see keywords that are tweeted along with Chrysler – a powerful thing. Think: How could this information be useful to us, in this scenario?

31. Words Tweeted along w/ Chrysler

32. Trendistic URL:www.trendistic.com What is it: “a visualization of what is popular and what is not among Twitter users, and how certain events are reflected or even predicted by the microblogosphere.” – trendistic help page Use: visualize Twitter trends over time & compare keywords E.g., “baseball” versus “lacrosse”

33. Months later…. Chrysler less talked about on Twitter than Ford May 17, 2011: Searched Trendistic: “Chrysler, Ford”

34. 2) Blog Trends Similar to Twitter trends, except: Allow us to see most popular topics people are blogging about Why valuable? Bloggers are influential, convo starters.

35. Blogpulse URL: www.blogpulse.com What is it: Set of tools for blogosphere data Use: A few. But 1 is seeing trends in blogs over time.

36. Example Buzz on blogosphere when Microsoft acquired Skype

37. Example Client Search for Chrysler, Ford, Dodge (owned by Chrysler) Note in Feb Chrysler spiked but trailed off while Ford remains strong

38. 3) Search Trends Google Search Insights Tracks Google.com searches (only) Url: http://www.google.com/insights/search

39. Example Scenario #1 Scenario: Your want to demonstrate your Chrysler ad campaign is generating buzz. Notice a spike on Google searches

40. Example Scenario #2 Seasonability When is the best time to launch a campaign? “Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers

41. Example Scenario #3 You want to know what product features people search for the most, when they look for a smart phone. You’ve created a product to rival the iPhone and want to see if you’re gaining traction Let’s search: http://www.google.com/insights/search/# What are popular smart phones of the day?

42. How could we use these tools?

43. The surface… Learn more about archivist: http://archivist.visitmix.com/about/faq See all Google Insights for Search can do: http://www.google.com/insights/search/# Additional cool tools! Analyze your tweets: hootsuite statistics Twitscoop: trends on Twitter http://www.twitscoop.com/