This document discusses social media monitoring and analytics tools. It begins by outlining Marshall Sponder's experience working with different companies in IT, marketing, and PR. Various use cases for social media are described, such as listening, engagement, campaigns, and customer support. Different tools are needed depending on the situation. Several social media monitoring platforms are listed and matched to different use cases. The document emphasizes understanding the specific situation to choose the right tools and discusses identifying internal stakeholders. It also outlines four levels of social media maturity: monitoring, online research, social targeting, and collaboration. Finally, it stresses the importance of developing a strategic plan with defined goals and metrics.

1. Monitoring Bootcamp Bogota
10/31/13 Marshall Sponder WebMetricsGuru Inc.

2. Monitoring
Boot camp
Bogota
10/31/13
Marshall Sponder WebMetricsGuru Inc.

3. WebMetricsGuru INC.

4. Some of the companies I have worked with
IT/Unix
SEO /Web
Analytics
CORPORATE MKG /PR
ANAL

5. Social Media has several use cases
Care of Gary Angel – E&Y

6. Different tools are needed for different situations
Operational
Metrics
Listening &
Influence
Categorization
Advanced NLP
Analysis
Customer
Support
Product &
Customer
Research
Public
Relations
Uses of
Social
Social CRM
Customer Data
Integration
Campaigns
Communities
Listening &
Web Analytics
Engagement &
Attrition
Care of Gary Angel – E&Y

7. Matching platforms to meet the need
•
•
•
•
•
•
•
•
•
NM Incite
Radian6
Brandwatch
Sysomos MAP/Heartbeat
Clarabridge
SAS
In-Community Tools
Recorded Future
Momentfeed (Geo-location)
[Customer Integration]
[Listening and Influence]
[Listening and Influence]
[Listening and Influence]
[Advanced NLP]
[Advanced NLP]
[Engagement & Attention]
[Advanced NLP]
[Customer Integration]

8. Understanding the situation makes choices of
platform tools much easier
Consumer Research
PR Monitoring &
Support
Social Campaigns
Listening for Insights
Listening and
Engagement
Automating of the
engagement
Social Media
Coverage
Traditional
Media Coverage
Workflow
NLP (machine
learning)
Influencer
Identification
Operational
Metrics
Rich
Categorization
Topic
Categorization
Low-Latency
Care of Gary Angel – E&Y

9. Identify right use cases for your situation
Consumer
Sentiment
• How do our
customers
perceive us?
• What are our
brand strengths?
• What drives
consumer
choice?
PR Effectiveness
• What Key Influencers Think
• Have we shaped their Message
• Can we talk to them directly
Social Campaign
Effectiveness
• Are our customers engaged
• Have we sold product
• Did we drive PII and Site Traffic

10. Avoid Redundancy
Care of Gary Angel – Semphonic.com
Full Service
Care of Gary Angel – E&Y

11. Identify Internal Stakeholders and Platforms

12. 4 Types of Platforms

13. Platform Definitions
• Self serve –
etc.
Brandwatch, Radian6, Sysomos,
• Full service –
Synthesio
• Hybrid –
Additional Reporting included with
Self Serve.
• Internal –
Some companies build their own
listening and analytics platforms
for internal/private use.

14. Social Intelligence – Making sense
of Social Media Messages

15. Social Scoring – Analyze social profiles
and organize them in your own unique
way, hopefully to be actionable.

16. Social Marketing Management – Build your
Brand through customer interactions

17. Analytics – Campaign performance
and Industry benchmarking

18. Mix of
different
platform
types and
service
models in
the social
marketing
space

19. At least Four Levels of Social
Media Maturity

20. First Level: Monitoring
Radian6 / Sysomos good examples of “monitoring Function”
in SMM.

21. Example of monitoring – River of News
Manual, labor intensive,
subjective, not scalable,
mostly a “news feed”.

22. Second Level:
Online Research

23. Example of Market Research
1
Speed
Style
Hardware
0.5
Screen Res.
Form Factor
Media
Integration
Gameplay
Use
Apps
OS
0
0
500
1,000
Connect
1,500
Screen Size
-0.5
Price
Reliability
-1
Care of Gary Angel – E&Y
2,000

24. Third Level: Social Targeting

25. Example of Social Targeting
Care of The New York Times

26. Fourth LevelCollaboration

27. Example of Collaboration / Social CRM

28. Mature Organizations get most from their Social Investments

29. Aside from
Social Platforms
to analyze Social
Media, media
channels are
monetized in
different ways.

30. Capturing
Social Data
is easier to
do for some
industry
verticals
than others

31. Platform Challenges

32. Inadequate
query length
size limits

33. Geo-location is
often not
specified or
too broad to be
helpful

34. Limited options to
sub segment data

35. Boolean Queries
impose limitations on
monitoring accuracy

36. Language Support
Issues

37. Interoperability issues

38. Immature Frameworks

39. Aggregators supplying
most social data
introduce data
quality/latency issues

40. Becoming
Strategic

41. Need a Plan

42. Example Plan

43. Typical Business Goals (Business Objectives)
Business Goal
Target
1. Increase Market Share by X%
(this/next Y/Q)
2. Increase Business Income/Profit by X%
(this/next Y/Q)
3. Save X% of our (monthly/quarterly) spent
(this/next Y/Q)
4. Improve Productivity by X%
(this/next Y/Q)
5. Improve Services provided by X%
(this/next Y/Q)
6. Increase Company Profit by X%
(this/next Y/Q)
7. Improve Team Productivity by X%
(this/next Y/Q)
8. Improve/increase worker productivity by X%
(this/next Y/Q)
9. Open New Offices (#)
(this/next Y/Q)
10.Find/Create New Business Opportunities (#)
(this/next Y/Q)
11.Increase Sales Bookings by (#)
(this/next Y/Q)
12.What are the sales drivers & Incentives
(this/next Y/Q)
13.What are your sales drivers & Incentives?
(this/next Y/Q)
14.How and where to do we generate leads (#/%)? (this/next Y/Q)

44. Set Realistic measures and thresholds (DSS)
• What Measures do you want to track?
• What Decisions would you make differently if the
one of the measures was surprisingly high or low?
• What is the threshold of the measure? In other
words, at what point if the value was exceeded or
dipped would an alternative action take place?
Source: Douglas Hubbard - The Pulse

45. Frameworks are need to create context in social data – often this has
to be assigned by humans though machine learning is improving
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

46. Business Metrics are much more useful than channel and program
metrics (micro conversions) but are harder to formulate and customize
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

47. Previous Business Investment/ Size
Time Spent – Data Cleaning
Customization Required
Determining Platform Investment

48. Big Data is causing profound
changes
Structured
1950’s
1960’s
1970’s
Unstructured
1980’s
1990’s
2000-2010
2011-2020

49. We need to learn ways to organize information
in a useful way
Offline
WOM
Search
Social
Data
Hybrid
email
Survey
Web
Intelligence
POS
CRM
UV Data
Unified
Information

50. Media Channels often need their own Analytics to
best understand the impact of media efforts

51. Clouds are still maturing and may not suit all
businesses or use cases

52. Salesforce, Oracle, Adobe and Microsoft have
all wagered that marketing, sales and social
clouds could solve many of the tougher
marketing analytics issues organizations have

53. Unstructured Data is Growing much faster
than structured data
1950’s 1960’s 1970’s 1980’s 1990’s
2000-2010
2011-2020

54. Twitter explains how Chris Hadfield went viral

55. Understanding
how social
media spreads
has become a
major interest
as well as the
subject of a
new course
@Rutgers
Facegroup »
Twitter Video
Virality - Chris
Hadfield

56. Rutgers University & Unruly partnering to create a
course about the details around Creating Viral Media
(using Big Data)
Launching late 2013

57. Workshop Exercises
1. Analyzing CongresoSM using Social Media Analytics – pick 3 metrics to
track
Metric 1
Metric 2
Metric 3
Based on the Metrics you choose – what do you think your measurement goal is?
What platforms are best to use to track the conference based on the goal (s)
expressed?
Any special considerations that need to be taken into account with this situation?
How long would you track the conference (days/weeks months before/after)?

58. Workshop Exercises
2. What would be a business metric for Exposure? Engagement?
?
?
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/

59. Workshop Exercises
3. How do you determine content has gone viral?
Viral Metric 1
Viral Metric 2
Viral Metric 3

60. Thank You!

61. ¡Gracias!