Introduction to social media sensing for the Berkeley Incubator Skydeck. Produced by Skyfollow Consulting Group. Social media Sensing, a more advanced form of social media analytics, social media listening, social media monitoring. Allows scalable intelligence for informing product, marketing, sales, and media strategy.

1. 7/5/2013 SCG Skyfollow.com 1
Social Media Sensing
(Analytics, listening, monitoring)
Listen [to the market’s state now]
before you
Act [product definition & release]
Part 2 (Why it’s Different)
June 10, 2013 for
Skydeck.Berkeley.edu
Chris Rigatuso cr@skyfollow.com
+

2. 7/5/2013 2SCG Skyfollow.com
Why is Social Media Different?
• Social Media includes blogosphere, Facebook, Twitter, etc.
• Social Media is people seeking people, and opinions, attempting to avoid
ads from brands. Content strategy not Ad Strategy nor Promotion
• It’s not just Push (One Way), and it does not always involve the Brands
• It makes the Brands “Naked” i.e. vulnerable and exposed
• Personality, Authentic, Expertise, Sharing motives drive success, sometimes
• Social Media is Real time, Rich source of information on market
participants: partners, customers, competitors. Its mostly text, but can be
mined, analyzed and summarized and plotted.

4. Media Markets: Economics of Attention
7/5/2013 SCG Skyfollow.com 4

6. The transition from 2008 to present
7/5/2013 SCG Skyfollow.com 6

7. Communications and Media are Intertwined
social originally implied “without brand involvement”
7/5/2013 SCG Skyfollow.com 7
Mindset
Context
Consideration Set
Trust

8. What is Social Media Analytics?
Tools and methods that source data
automatically and allow you to see and
measure the conversations and statistics
about them, at scale and fast.
7/5/2013 SCG Skyfollow.com 8

9. Our [Old] World: Selling Stuff incoming actions funnel
7/5/2013 SCG Skyfollow.com 9
Blast it Out
Measure
Response
Determine
Where, when,
How much to Blast
Adversarial
Relationship with
People,
Communities,
Markets
Incentives to Act
Ignored

10. Social Media Sensing  Improves Your Strategy
Actions Ranking
Decision Valuation
Adapt
Explore Discover
Media Types
Conversations
Listen Learn
Insight Analysis
Validation
Visualization
© 2010 Chris Rigatuso 2010
Agility
Continuous
Improvement &
Monitoring
Adapt

11. Who’s influencing your (Brand, Market)?
Who should? And why?
7/5/2013 SCG Skyfollow.com 11
Website Registered
InfluenceonMarket
Facebook Page FansTwitter Followers
Low
Med
High

12. Segments custom defined
7/5/2013 SCG Skyfollow.com 12
0 50 100 150 200 250
Segment7
Segment13
Segment9
Segment18
Segment16
Segment17
Segment15
Segment8
Segment3
Segment1
Segment24
Segment14
Segment21
Segment11
Segment5
Segment6
Segment20
Segment4
Segment25
Segment10
Segment12
Segment2
Segment23
Segment22
Segment19
Contribution to Engagement by Value Rank Units need
definition
• Engagement
• Influence
• Contribution%
• Approval
• Disapproval
• Segment
• Value
Are all market, use-
case specific
And English text
makes this
challenging
We derive numbers
We don’t start with
them

13. Text from customer’s posts must be classified somehow
….then Companies adopt purposeful outreach Brand Voice
7/5/2013 SCG Skyfollow.com 13

14. Sample
Social Analytics
Note Avgs Can Lie
7/5/2013 SCG Skyfollow.com 14

15. Managing Influence: Which Bloggers have Conflicts by promoting (or
demoting) competing products? How influential are they?

16. Customize dashboards to tell Your story for Your Goals
Total Awareness Total Sales
Total Cost Total ROI per channel

17. Desired Categories of Analysis Define Filters which span multiple channels,
networks, and audiences
7/5/2013 SCG Skyfollow.com 17
Category names, boundaries and query definitions are key

18. 7/5/2013 SCG Skyfollow.com 18
Accumulated
Technology
Feature Matches
Highlights Peaks and Valleys of Interest, Concern, Fear