Social Media Monitoring Ahmed Bouzid Director of Product Director of Product Angel, Inc. October 4, 2010
Jan 28, 2015
Social Media MonitoringAhmed Bouzid
Director of ProductDirector of Product
Angel, Inc.
October 4, 2010
The Basic Questions
• Why Monitor?
• Where to Monitor?
• What to Monitor?
• How to Monitor?• How to Monitor?
Basic Concepts
Influence/Influencers: blogs, tweets, facebook pages
Sentiments: positive/negative
Volume: the amount of buzz out there.
Workflow: process of tracking, responding, etc.
Why Monitor?
- Knowing what people are saying about you
- Identify evangelists
- See who is defending you and who is attacking you
- Track what people are saying about your competition
- Detect market shifts
- Detect people in need
- React in a timely fashion when a reaction is needed
What to Monitor?
• Company name
• Taglines/trademarks
• Product name(s)
• Key exec names• Key exec names
• Competition and name of their execs
Where to Monitor
• Client cyber hangouts
• Potential client cyber hangouts
• Leading blogs
• Leading Podcasts• Leading Podcasts
• Youtube
Tools
Google Alerts: must do.
Twitter Advanced Search
Radian6
Twazzup
Tweetdeck
Social mentionSocial mention
Icerocket: powerful but not easy to use
Addictomatic
Boardtracker
Hootsuite
Seesmic
Scoutlabs
Discoveries
• Complaints
• Suggestions
• Raves
• Recommendations• Recommendations
The 6Dimensions• Agent
– Influencer/Leader
– Follower
• Audience
– Followers
– Peers
– General
• Action• Action
– Initiation
– Reaction
– Propagation
• Sentiment
– Positive
– Negative
– Neutral
• Place: Facebook/Twitter/Forum?
• Time: how old is the item?
Observations• Companies are doing a lousy job exploiting information right under
their nose:– Tickets
– Support calls
– Sales calls
– Filled out forms
– Emails to execs
• Companies are not engaging their clients:– Clients like to express themselves
– Clients will reach out to you first with complaints
– Great opportunity to discover discontent and to preempt public negative comments
– Clients hate being ignored
• How do you convert information into action?– Example of someone raving about you
Observations• The Mobility dimension: bricks and mortars are back. Geolocation. Back to
the future.
• Customers are listening to each other and are tuning out marketing messages
• Key to success is becoming a resource to others: content marketing. Create value.
• Monitoring is about detecting movement and action as well as content
• The focus should be on the customer not on the company
• Web 2.0 is about democratizing publishing. Web 3.0 is about democratizing data mining of all the content that's getting published out there.
• Why do companies create a facebook page/tweet– Everyone is doing it: many feel it's a fad...
– The few who are doing it right see them as a tool
Tracking Audio• Speech recognition
• Audio Mining
• Speech analytics
• Automated transcription• Automated transcription
• Statistical Language Modeling
• Voice Application Analytics
Audio/Video Search Engines
• Yahoo Audio Search
• BlogDigger
• SingingFish
• FindSounds• FindSounds
• Podscope
• Blinkx
Audio Mining/Speech Analytics• Nexidia
• Verint
• Clickfox
• OnviSource• OnviSource
• ramp.com (formerly EveryZing)
– Integrated audio, video, text and image
content optimization
– ezSEARCH / ezSEO