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Social business intelligence assessing the major Social Media Monitoring tool
Social Business Intelligence Assessing the Major SMM Tools
Webinar SeriesDate TitleCompleted Social Business Intelligence – An IntroductionCompleted Social Business Intelligence – Assessing your Social StrategyCompleted Social Business Intelligence – Assessing your CompetitionCompleted Social Business Intelligence – Monitoring to EngagementTODAY Social Business Intelligence – Assessing the Major SMM Tools
“Big data has the potential to empower true listeningand responding to the needs of our customers in real time.It will increasingly empower a contextual conversation that creates the type of meaningful dialog that makes social the tested way to build long-term, meaningful connections with your target audience.” Andrew Patterson
Agenda Social Media Management Tools Management vs. Monitoring Key Feature Sets of Monitoring Tools Ten Key Monitoring Tools – Review Free Monitoring Tools More Resources
Social Media Management Tools A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterpriseAltimeter Group
Social Media Monitoring Tools Social Media Monitoring is the systematic observation and analysis of social media conversations and dialogue in discussion forums, blogs, microblogs, video and images, social communities such as Facebook, and online news sources. It uses search engine technology to ‘listen’ for specific keywords or phrases as defined by your organization
Management versus Monitoring Many monitoring tools contain elements of management tools It is very likely you will need both types of tools We believe that over time these tool sets and categories will merge We believe that monitoring tools will override as they provide the basis of social business intelligence (insight)
Key Considerations for Monitoring Tools Ease of set up – wizards and guides Ease of use – dashboards, drilldowns, filters Responsiveness to change (can I re-filter?) Coverage– Media– Geography– Language (and translation) Sentiment analysis – at what level Location – how is it determined? How is it filtered? Spam filters?
Key Considerations for Monitoring Tools Volume of data E.g. all tweets or selection? Demographics What type and at what level? Data latency How real time is it? Text analytics What type, what levels? Collection and storage What is the underlying architecture? What if I want history? Engagement Moderation, case creation, dialogue, scheduling Workflow Automated, team, customer
Other Points to Consider Help, support and documentation CRM integration APIs – plug ins Number of topics• How much does my money buy? User defined dashboards Research capability• What level of historical data is available when I start? Licensing model and terms• Fixed, variable, different versions
Ten Key Monitoring Tools Sysomos Radian 6 Alterian SM2 PeopleBrowsr Brandwatch Visible Technologies Argyle Social Neilson Buzzmetrics Lithium Scout Labs Attensity 360There are hundreds of monitoring tools – these are our Top 10.Disclosure – we use Sysomos and Radian 6 for our clients.
Sysomos Excellent media and location coverage including traditional news Both research (MAP) and monitoring (Heartbeat) capability Strong text analytics Influencer analysis Sentiment analysis Simple ability to re filter data Includes moderation and engagement for Facebook and Twitter Workflow and integration APIs Online translation of foreign language posts Pricing is fixed
Radian 6 Best user defined dashboards and widgets Complicated to set up Great drilldown capability Excellent media and location coverage Strong text analytics Multi language but no on-the- go translation Strong workflow and engagement features Strong integration with sales force, CRM and improving all the time Flash based technology Cost is results dependent and will grow over time
Alterian SM2 Excellent Share of Voice analysis Strong sentiment analysis with ‘tone’ as well as ‘emotion’ but done by word Not as strong in media and geography coverage as Radian 6 or Sysomos but you can create key word searches in 60 languages Easy to use Has historic data warehouse No research tool Have web analytics, email marketing and web content management tools – need this to get any engagement features Competitive pricing though base package is limited to 10,000 conversations
People Browsr Audience feature ‘Community’ influencers search for engagement Easy to use and set up Build dashboards on-the- go Competitive pricing Sentiment analysis 2-3 years of data Includes new ‘Kred’ service Strong reporting capability Competitive licensing
Brandwatch Easy to use and set up Moderate data collection capability Good media coverage Sentiment analysis not a strength Responsive to new data Moderate demographics capability Competitive licensing costs; UK based 17 languages, no translation Few engagement features Built-in Flash technology 6 month rolling data
Visible Technologies Ad hoc searching is strong Limitless search allowance Good dashboards Built-in Flash technology Pricing based on rolling data range No traditional news coverage Additional languages at a fee Workflow and engagement not a strength
Argyle Social Strong focus as a social marketing platform with social ROI and marketing metrics A combination of monitoring and management – has posting features Has workflow and engagement capability More about campaign measurement and monitoring than general social media monitoring Most suitable if you are really only interested in monitoring your marketing campaigns
Neilson Buzzmetrics Very comprehensive tools Strong reporting capabilities Can be difficult to set up without assistance Strong drilldown capability Sentiment moderation performed offshore Some delay in data capture A joint offering with McKinsey so pricing and service aimed at multi nationals Engagement and workflow is strong Only moderate language capability
Ten Free Monitoring Tools Google Alerts Technorati Search Facebook Insights Addict–o–matic Google Reader feeds Google Insights Socialmention Twitalyzer Google Analytics Alexia
Summary Tools are the easy part Sentiment is never correct There is a lot of effort to turn monitoring to insight Carefully consider the underlying premise:• Demographics not always complete• Only 50% of people declare their location (unknown country filter is key)• Using IP or URL data for location is not accurate• Other missing data from profiles Focus on influencers, rather than volume.