Social Media Monitoring - STI Innsbruck Handouts.pdf · Therefore Social Media Monitoring is indispensible • Social Media Monitoring Tools enable enterprises to have access to real

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Social Media Monitoring

Dieter Fensel, Birgit Leiter, IoannisStavrakantonakis

www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at


Overview1. Introduction

2. What is Social Media Monitoring?

3. Why do we need the SMM?

4. Available media channels

5. Core Features of the SMM tools

www.sti-innsbruck.at

6. SMM tools available in the market

7. Next Step: Response!

8. Summary

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Introduction

• Given the increasingly large number of consumers using social media,enterprises cannot ignore the power that is weaved within its networks.

• They need to be• They need to be– Present in the relevant communication channels– Aware of what is discussed about their products and services

Therefore Social Media Monitoring is indispensible

• Social Media Monitoring Tools enable enterprises to have access to realcustomers’ opinions, complains and questions at real time in a highlyscalable way.

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8. Summary

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What is Social Media Monitoring?

Definition*

Social Media Monitoring is the continuous systematic observation andanalysis of social media networks and social communities It supports aanalysis of social media networks and social communities. It supports aquick overview and insight into topics and opinions on the social web.


*http://de.wikipedia.org/wiki/Social_Media#Monitoring

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• SMM tools facilitate the listening of what people say about various topics inthe social media sphere (blogs, twitter, facebook, etc.)

• Listening: is active, focused, concentrated attention for the purpose ofunderstanding the meanings expressed by a speaker.

• Hearing: is an accidental and automatic brain response to sound thatrequires no effort.


Are you listening?

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• Harness the wealth of information available online in the form of user-generated content

• These tools offer means for listening to the social media users, analyzingand measuring their activity in relation to a brand or enterprise

• Offer access to real customers’ opinions, complaints and questions, in realtime, in a highly scalable way



The Social Media Monitoring (SMM) tools are NOT

Social Media Dashboard tools. Their goal is NOT to

administrate your social media accounts. But, their

goal is to ENABLE YOU TO LISTEN to what is

being said about certain topics on the web.


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8. Summary

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Why do we need the SMM?

• “The direct, unfiltered, brutally honest nature of much online discussion isgold dust to big companies that want to spot trends, or find out whatcustomers really think of them.”

Th E i t M h 2006– The Economist, March 2006

• “As control of a brand’s marketing messages—and, indeed, its veryimage—migrates from traditional media to social media, companies need tobecome increasingly adept at paying attention to how they're beingperceived in the online world.”

Th Ab d G F b 2008


– The Aberdeen Group, February 2008

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• Provide valuable insight from the side of enterprises regarding whichstrategy they should employ

• Determine the most effective and ineffective offered features of an enterprise



• The speed at which one can investigate a topic ofinterest, which greatly exceeds that of a traditional surveyapproach.

• Social Media Monitoring is more precise, faster and moreeconomical than traditional expert panel analysis.


• Information is conveyed to someone who can absorb,process and formulate a response – it’s really hearing vs.listening.

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• Reputation management

• Event detection issue and crisis managementEvent detection, issue and crisis management

• Competitor analysis

• Trend and market research plus campaign monitoring

• Influencer detection and customer relationship management


Influencer detection and customer relationship management

• Product and innovation management

• Manage Word of mouth

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8. Summary

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Channels to analyze

1. Social networks, e.g.:

• Facebook (Q1 2012):• Facebook (Q1 2012):

– 526 million daily active users

– 3.2 billion Likes and Comments per day

– 500K comments per minute


– 700K status updates per minute

– 80K wall posts per minute

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Channels to analyze

1. Social networks, e.g.:

• Twitter:Twitter:

– 200 million Tweets per day (2011)

– 200K Tweets per minute

• LinkedIn: 147 million users


• Google+: 170 million users

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Channels to analyze

2. Sharing networks, e.g.:

• YouTube:YouTube:

– 4 billion videos are viewed a day

– 100 million people take a social action on YouTube every week (likes, shares, comments, etc)

• Flickr: >6.500 new photos per minute


• Pinterest: – 13 million users

– American users spend an average of 97.8 minutes

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Channels to analyze

3. Email lists

• 2172 million Email users• 2172 million Email users

• 3375 million Active email accounts

• 2.8 million emails per second


• 90 trillion emails per year

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Channels to analyze

4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups


– 113 million users

– 933 thousand unique visitors daily

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Channels to analyze

5. News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of the total)


, ( )

*source: http://www.syndic8.com

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Channels to analyze

6. Blogs:

• >95 million blogs available online95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23 3 Billion posts


– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

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Channels to analyze

7. Traditional mediums:

• TV:• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

Print medi ms (ne spapers maga ines)


• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

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Channels to analyze

8. Online News:

• News websites: >25 000• News websites: >25.000

• Online radio stations: >2700 Online radio stations in Germany


Available media channels

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

The Conversation

SOCIAL NETWORKS

WIKIS

VIDEO SHARING


PHOTO SHARING

BLOGS MAINSTREAM MEDIA

SOCIAL MEDIA NEWSAGGREGATORS

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Available media channels

How many people would you need to manage the chaos of social media activity and extract valuable insights for your brand?


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8. Summary

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Core Features of the SMM tools

A Social Media Monitoring tool should support the following core features:

• Listening grid

• Data analysis

• Sentiment analysis


• Historical data

• Dashboard

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Listening grid

SMMs should be able to gather data from many sources and in different forms(e.g. posts, pictures, videos) and establish a listening grid to capture such data.

• The listening grid focuses on three main aspects:

1. The channels that are monitored (e.g. blogs and micro-blogs, social networks, video and image websites, etc.);

2. Which countries and languages the tools provide support for; and

3. The topics relevant to the enterprise. Additionally, the listening grid should send alerts to inform clients (e.g. when post volume increases over a defined threshold or sentiment be-


( g pcomes very negative).

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Data analysis

• Having established a listening grid that captures data and posts around thetopics the user is interested in, the next step is to analyze the data andproduce actionable reports and insights for the user of the tool.

• The analysis is of particular importance as it encompasses the methodsused to both filter the gathered data of unwanted information (e.g. spam,duplicates) and to process it in a way that is meaningful for the enterprise.The analysis should provide:

– Brand monitoring and reputation management

– Consumer segmentation, customer insight and market research

– Identify specific conversations to join


– Gather information about competitors

– Support product and service development

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Sentiment analysis

• The effort of finding valuable information in user-generated data is called opinionmining. Sentiments are determined using elements of computational linguistics, textanalytics, and machine learning elements, such as latent semantic analysis, supportvector machines, Natural Language Processing., g g g

• Main purpose is measuring the attitude, opinion, emotional state, or intendedemotional communication of a speaker or writer.

• A sentiment score can be extremely useful in evaluating a large data set of socialbrand mentions, as well as allow enterprises to filter content based on positive ornegative comments, thus isolating the themes or issues that have determined thedeveloped sentiment.


Sentiment analysis

• The major method of extracting sentiment from user generated content is NaturalLanguage Processing (NLP). Sometimes called text analytics, data mining orcomputational linguistics, NLP refers to the computerized process of automaticallyanalyzing the meaning of human language.y g g g g

• Pros: The automatic techniques are tireless, fast, consistent (they do not makerandom errors), and can be improved over time. They offer comparable results tohumans in real world scenarios.

• Cons: Automated sentiment technology cannot reach the quality of a humanannotator.


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Historical data

• The user has access only to captured data abouttopics that he has requested to monitor. Thus, heshould proactively monitor topics in order torecognize problems and new opportunities.g p pp

• Access to previously captured data is required inorder to compare the current metrics and reportsrelated to the monitored topic with any previousstate of it. It is necessary to understand theimprovement of a strategy in the long-run andthrough the years.


Historical data

• Exploit the historical data of your monitoringprocess in order to figure out the strong points ofyour company throughout the years and the pointsthat hinder the further development.p

• Measure the impact of your various onlinemarketing campaigns, compare them and modifythem in a productive way.

• Discover actionable insights based on the overallimage of the enterprise and act in the appropriate


image of the enterprise and act in the appropriateway.

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Dashboard

• A user interface that organizes and presents information in a manner that is easy toread and use.

• Quickly captures the big picture of your monitored topics or your brand.

• Offers users graphical representation of the raw data in the form of charts, listings,and historical graphing of queries and phrases.

• Should be customizable to the needs of the client andprovide a wide range of visualization tools.

• Present information about demographics, trend topics aroundthe monitored subject and insights in an actionable way.











8. Summary

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SMM tools available in the market

Commercial Tools

• Alterian SM2

• Brandwatch

• Converseon

• Cymfony Maestro

• evolve24 Mirror

• Media Metrics socialMeme

• Meltwater Buzz


• NM Incite My BuzzMetrics

• Radian6

• Sysomos

• Visible Technologies Intelligence

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Alterian SM2

• Storyboard reportImplements the Dashboard concept. A lot of effort is taken to encapsulate SM2 datainto consumable, easy-to-understand results. This new Storyboard report gives usersan infographics-like report that is easily exportable.

• AlertingUsers can set threshold-based alerts whenever overall volume or sentiment changes


by specific numbers or percentages as compared to a previous time period. Whenan alert is initiated, the user will be emailed of the notification with the pertinentinformation and a quick link into SM2 with the relevant report details.

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Alterian SM2

• Historical dataExtensive Social Media Warehouse with historical data containing over 20 billionsocial media mentions, blogs, tweets, posts, images and conversations. This dataincludes in-depth information for each search result, including 36 types of dataranging from the date of publication to the physical location of the content creator.

• Sentiment Analysis


Provides word parsing, weighting, proximity and Natural Language Processing toenable the most accurate and customizable sentiment analysis.

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Brandwatch

• Gathering Data

They have built a large distributed Crawler a program which similarly to howThey have built a large, distributed Crawler – a program which, similarly to howGoogle searches the Web, goes and visit websites from all around the world.But, visits the web in near-real time!

• Cleaning DataFrom adverts and navigation text, spam, dates (you can accurately filter yourbrand’s mentions by date range, and do not see mentions dating from one year ago!),duplicates, loose query definition: most of the time, a brand’s name is too genericto provide relevant results (think Orange or Next). To address this their querydefinition engine supports advanced query definition syntax including some special


definition engine supports advanced query definition syntax, including some specialfields which allow for far more accurate query setups.

• Analysing Data (Sentiment analysis, query matching)

• Presenting Data (Dashboard, API)

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Brandwatch

• Crawler • Spam filter • Query • Mention • User


database

• Multiple crawlers

• Distributed scalable architecture

• Change detection

• Title extraction

• Content extraction

• Meta-data extraction

matching

• Sentiment analysis

• Topic extraction

storage

• Text storage

• Text index

• Distributed scalable architecture

Interface

• API

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MediaMetrics socialMeme

• Monitoringo to gMonitoring of over 100 million online sources in 48 languages as well as TV andradio from a single source. TV and Radio content is transformed automatically intowritten content which is searched through and analyzed.

• AnalysisArticles are analyzed to identify mutual influences and quantify effects of opinionleaders. Influential authors, sources and stakeholders are identified. Means tomeasure the impact of the campaigns.


• DashboardThe tool is web-based and provides an overview of the themes landscape via a userinterface. You can evaluate your communication in comparison to that of yourcompetitors.

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Radian6

• Radian6 AnalysisRadian6 AnalysisRegarding the listening, you can choose what channels to monitor, which countriesand languages you are interested in to listen to and the most important of all, whatwould you like to listen to and which are the hot topics for you.

• Radian6 InsightsHelps you to go beyond the discovery of posts to uncover true social actionableinsights in real-time.


• Summary DashboardMonitor the health of your brand on the social web in one convenient, pre-configuredapplication with the Radian6 Summary Dashboard. In one easy-to-read view, learnmore about the volume, overall sentiment, key demographics, influencers and morearound your brand, product or competition.

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Radian6

• Engagement ConsoleThe solution to scaling social media engagement across your organization. Thise so ut o to sca g soc a ed a e gage e t ac oss you o ga at o sdesktop application helps your company listen, engage, and measure your outreachacross teams and departments.

• Mobile iPhone appInformation today moves faster than ever before, and since the social web doesn’tstop when you’re away from your desk, you need to remain aware of theconversations around your brand at all times.


• API and extensionsadditional flexibility to the social data pulled from Insights and the EngagementConsole through our API and integrations with external applications

• >3,000 clients – including over half of the Fortune 100 companies

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Social Media MonitoringMarket

The available Social MediaThe available Social MediaMonitoring tools that are availablein the market have been reviewedby various organizations andmarketing research laboratories.

The SMMs come in differentshapes and sizes in order tofulfill the requirements of potentialconsumers of their services.


Most of the tools cover the corefeatures that have been presentedin the previous slides.

Source: Forrester ResearchListening platforms Q3 ‘10

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Free Tools

• Addict-o-matic

P• Boardreader

• Google Alerts

• HyperAlerts

• Klout

• Netvibes

• Social Mention

• Trackur

Pros:

• Cost-efficient alternative

Cons:

• Limited reports

• Limited channel-coverage

• Limited functionality (e.g. workflow


• Twazzup

• WhosTalkin

• Yahoo Pipes

Limited functionality (e.g. workflow management, dashboard)

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Disadvantages of free tools

• Free tools are free of support service.

• There is no guarantee concerning the availability of the service.

• Functions are often limited to quantitative/statistical reports.

• Complex analysis (e.g. automated sentiment detection) may not be available forlanguages other than English.

• Many are point solutions considering few or only one platform (e.g. Twitter).

• Services that claim to search the entire web do not reveal which sources are

• really included.


• To get a comprehensive overview several free services must be

• combined.

• Results of free tools have to be saved and archived in user-defined structures andformats.

• Workflow-functionality is usually not available.

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8. Summary

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Multi-Channel Publishing


Next Step: Response!

Response! Engage!

• Customers need answers to their questions and you need to defend your brand onthe negative comments in the social web sphere.the negative comments in the social web sphere.

• By being authentic, transparent, and operating with integrity, you will successfullyengage your market and a build community of advocates who will spread yourmessage virally in your market.

• The engagement concept refers to the ability of the tool to support reaction with thesocial media posts. Many tools today offer the integrated possibility to reply to postsand follow up to any mention, complaint or question that is needed or has someopportunities.


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Example scenario

• Consider the case of a hardware company that sells laptops.

• A customer has an issue with his laptop and expresses his frustration via the socialmedia.

• The hardware company is able to listen to the complaint of this customer in real timeas they are using a Social Media Monitoring tool to capture discussions in the socialnetworks that are related to their brand.

• The issue of the customer is forwarded to the helpdesk of the company and theycontact the customer via the same medium in order to communicate their reply and

t hi bl


answer to his problem.

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Example scenario 2

• Consider the case of a hotel.

• A customer faces a problem with the hygiene of his room and tweets about it.

• The Social Media monitoring tool of the hotel captures that tweet.

• The social media monitoring administrator would be able to easily check the mosturgent issues and assign them to the responsible person with the right deadline aswell as, suggest which channel to use for the response.


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Prerequisite: Workflow management

Workflow refers to the process of assigning, tracking and responding to social mediastreams usually in a team environment in order to prevent double responses and missedstreams, usually in a team environment in order to prevent double responses and missedopportunities. It is crucial for an enterprise tool to promote team productivity throughcollaboration.

Main goals:

• Coordinate and track who at our firm is engaged, who said what to whom, whomanages what relationships, etc.

• Consider how to get the right information to the right team on an ongoing basis – asvolume increases ad hoc methods won’t scale.


• Classify and tag posts, adjust sentiment, and route them for follow up andengagement.

• Internal exploitation of the external feedback in a productive way. The feedback isrouted to the right department regarding the content.

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Benefits of response and engagement

• Customer satisfaction: “Satisfaction is simply the foundation, and the minimumrequirement for a continuing relationship with customers ”requirement, for a continuing relationship with customers.

• Word of mouth advertising / advocacy

• Awareness - effectiveness of communication

• Filtering: consumer rates and categorize the market

• Complaint-behavior: highly engaged customers are less likely to complain to othercurrent or potential customers

• Marketing intelligence: highly engaged


• Marketing intelligence: highly engagedcustomers can give valuablerecommendations for improving the quality ofthe products offered

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Limited engagement availability in the tools

Alterian SM2

Brandwatch

Converseon

Cymfony Maestro

evolve24 Mirror

Meltwater Buzz

MediaMetrics socialMeme


NM Incite My BuzzMetrics

Radian6

Sysomos

Visible Technologies Intelligence

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8. Summary

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Summary

• Social Media Monitoring is the continuous systematic observation and analysis ofsocial media networks and social communities.

• Social Media Monitoring tools enable you to listen to what is being said about certaintopics on the web

• We need Social Media Monitoring toolsbecause they

– provide valuable insights and

– determine the most effective and ineffective


determine the most effective and ineffectiveoffered features of an enterprise.

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Summary

• Channels to be analyzed with the help of SMM-Tools:

– Social networks: e.g. facebook, twitter, linkedIn, google+

– Sharing networks: e.g. youtube, flickr, pinterest

– Email lists

– Group Communication and Message Boards: e.g. Google Groups, FacebookGroups

– News feeds

Blogs: e g Tumbl WordPress


– Blogs: e.g. Tumbl, WordPress

– Traditional mediums: e.g. TV, Radio, Print mediums

– Online News

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Summary

• SMM tools available on the market:

– Commercial Tools: e.g.g

• Alterian SM2

• Brandwatch

• Media Metrics social Meme

• Radian 6

– Free Tools: e.g.

• Boardreader


• Google Allerts

• Klout

• WhosTalkin

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Summary

Core features of the SMM tools

M it

• Establish a listening grid that will gather everything said and discussed around your brand and the topics that you are interested in

Monitor • Important parameter is the near‐real time gathering of data from the social media

Analyze

• Data mining and opinion mining at the gathered data

• Sentiment analysis with using NLP in order to classify into categories the gathered conversations

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• Visualize the insights generated from the analysis with the dashboard tools

• Communicate internally the insights to the appropriate department


Results • Communicate internally the insights to the appropriate department

Engage!

• Respond to the conversations and give the customers what they want

• Take care of the customers and make them feel important

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Social Media Monitoring - STI Innsbruck Handouts.pdf · Therefore Social Media Monitoring is indispensible • Social Media Monitoring Tools enable enterprises to have access to real

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