Monitoring Tools 2Enterprise Class$10 -$30 Million Company

“What problem are we solving for?”

Sue Thim 4-19-11

How would you go about selecting enterprise class monitoring tools for your company ?

• “What problem are we solving for?” (data rich – insight poor)

• Know our goals, the company goals, budget for gathering & quantifying data (~$20K)

• Know which monitoring tools the next best competitor/alternative is using

Raise Revenue

Increase Customer Satisfaction

Lower Cost

3rd DimensionTime

Ideal Monitoring Tool is:• Reaching Your Audience• Target those who should be interested in your products

• Identifying Influence• Who you know is critical• 56 active fans worth a web site with 25,000 visitors

• Recognizing Sentiment• It’s the trends that matter – directional• Combination of statistics, rule-based definitions & human intervention

• Triggering Action• Engagement is when somebody cares and interacts. Saw -> Recommended

• Hearing the Conversation• Listen to them Search, Rate, Praise, Review, Recommend, Complain• Ask them to Participate and Contribute e.g. product design

• Driving Business Outcomes• Raise Revenue, Lower Cost, Increase Customer Satisfaction• Healthy communities – growing=members, useful=content, etc.

Reference: Social Media Metrics by Jim Sterne

Customer needs

Customer Needs

What do each of these needs mean specifically?

Value of Each Need

Ranking

Weight

Total Min to compete

Nice to have

Ease of Use Proficiency in 30 days

$$ 2 40 160 x Support 24/7

Time to Implement

Need tool up & running in 60 days

$$$ 1 40 120 x <30 days

Low Oper cost

<$15K annual budget

$$ 3 10 60 x

Customized dashboard

Growth capability $ 4 10 40 x

Max Score 380

Lithium: Adjust your campaign on the fly

Lithium monitors your search-specific mentions and sentiment in social media outlets and outputs them into easy-to-read graphs and numbers resembling the stock market. Clients: Best Buy, BT, Netflix, etc. Owner: Independent.

Quotes

Assignments

Buzztracking Frequent

word analysis

Dna13: An emphasis on simplicity

Ottawa-based dna13's MediaVantage monitors all of your media coverage and presents it in an easy-to-read format Clients: Wachovia, Miami Heat, part of Thomson Reuter’s PR software offerings. Owner: CNW Group Co.

Comparing/contrasting capabilitiesFeatures/Functions Lithium dna13

http://www.lithium.com/what-we-offer/social-customer-suite/social-media-monitoring

http://www.dna13.com/monitoring.html

SearchesTwitter, FB, YouTube, Flickr Comprehensive News Coverage

monitors traditional print & broadcast television, as well as online news & social media

Quotes Quotes - passionate, problems

Assignments Assigns Action Items - mkt, service, sales

Buzz Tracking campaign, new release, customer service

Reports & TrendsPDF, buzz vol, sentiment trending, freq word analysis, summary saved items, competitive tracking

tone trend over time. Real-time alerts and daily monitoring reports

Automated Sentiment

customize/override with you own assessment and your input is added to our algorithm

Content filters let you present results by desired tone, and the integrated reporting feature lets you easily analyze the tone trend over time.

Saved Items √ √

Freq Words Analysis √

Email Alerts

Customize your alerts to give you only what you want to see—buzz volume, number of Tweets, Frequent Words—it's up to you.

Receive real-time alerts of news coverage and media mentions by email to your desktop or to your smartphone

Beta test – A MUST!Score: 2 bold, 1 have, 0 none

Criteria: pricing, support model, testimonialsComparison Lithium: Adjust your campaign on

the flydna13: An emphasis on simplicity

Customer Testimonials

Lenovo “…the Community Health Index and Lithium’s ability to benchmark our community against peers in size, tenure, and type provides us with insights that guide and optimize our growth …

Alcan “Each one of MediaVantage’s components is great by itself,” … “But the fact that they’re all together in an integratedplatform so the information can talk is of great value…”

Needs, Features & Functions Rating

250 + 110 = 360 300 + 60 = 360

Support Model On-line product documentation, educational offerings, log tickets

?customer support? Monitoring service

Price Packages start at $560/month. Initial $500 set-up fee.

Base plan of $249/month for five users and five searches.

Internal Rate of Return Cash Flow

20% 25%

Financial Stability Independent CNW – Canadian Network

Beta test – A MUST!

References• Sterne, J. (2010). Social Media Metrics: How to Measure and

Optimize your Marketing Investment. Hoboken, New Jersey: John Wiley & Sons, Inc.

• SOCIALMEDIA.BIZ: TOP 20 SOCIAL MEDIA MONITORING TOOLShttp://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/• http://www.dna13.com/monitoring.html • http

://www.lithium.com/what-we-offer/social-customer-suite/social-media-monitoring