SMM Not S&M - Taking the Pain Out of Social Media Monitoring
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Transcript of SMM Not S&M - Taking the Pain Out of Social Media Monitoring
IT’S SMM not S&M: taking the pain out of social
media monitoring
ANDY KEETCH: [email protected] | Tel: +44 (0)1273 234 290
November 2012
© 2012 Brandwatch | www.brandwatch.com 2
SIZE ISN’T THE ONLY
THING THAT MATTERS
* SORRY.
*
London Underground Conversation over time
© 2012 Brandwatch | www.brandwatch.com 3
• The chart above shows the volume of all conversation about the London Underground
• It shows natural peaks and troughs, reflecting a normal drop in conversation at the weekends
• The peaks in conversation throughout the year were mostly related to the ongoing dispute between drivers’ unions and
TFL over pay and strikes.
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Vo
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Details released
of new salary
deal for train
drivers /
Complaints of
delays in Oyster
card deliveries
Tube strikes
Reports that TFL
plan to cut jobs
and close ticket
offices
Announcement
that Boxing Day
strike will go
ahead / Channel
4 announce they
will take over
Underground
screens on NYE
Union
announces plans
to strike on
Boxing Day
Reports of TFL
accounts
showing a
surplus
London Underground Conversation by day
© 2012 Brandwatch | www.brandwatch.com 4
• The above chart shows conversation about the London Underground per day, as an average of the volume of
conversation on Twitter about London Underground per day over the reporting period.
• Conversation about the London Underground peaks on a Thursday, but is generally at the same level during working
days. Conversation drops over the weekend.
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Av
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London Underground/ Conversation by hour
© 2012 Brandwatch | www.brandwatch.com 5
• The above chart shows conversation about the London Underground per hour, as an average of the volume of
conversation on Twitter about London Underground per hour over the reporting period.
• Conversation about the London Underground increases each day during rush hour times – generally between 8-10 AM
and 4-6 PM. Conversation drops dramatically overnight.
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Avera
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f m
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Hour of day
Topic Cloud: What do people already think about
you
© 2012 Brandwatch | www.brandwatch.com 6
Categorise: keep track of the conversation
© 2012 Brandwatch | www.brandwatch.com 7
Competition: keep an eye out for the competition
© 2012 Brandwatch | www.brandwatch.com 8
© 2012 Brandwatch | www.brandwatch.com 9
“"Most people use statistics the way a drunkard uses a lamp post,
more for support than illumination”*
* Mark Twain
Plan your reporting
© 2012 Brandwatch | www.brandwatch.com 10
1. Define clear objectives from the outset
2. Review your traditional reporting
3. What do the Execs want to see
4. Focus on the results and what drives them
5. Get your hands on the data
6. Be flexible and responsive
Pasty Tax
© 2012 Brandwatch | www.brandwatch.com 11
Refine
© 2012 Brandwatch | www.brandwatch.com 12
pasties AND (price OR "VAT"
OR "fat tax" OR tax)
Refine
© 2012 Brandwatch | www.brandwatch.com 13
pasties AND (price OR "VAT"
OR "fat tax" OR tax)
NOT (boobie OR tassels OR
recipes)
Making sense of the noise
© 2012 Brandwatch | www.brandwatch.com 14
http://www.brandwatch.com/social-media-monitoring/
Gather/Clean/Analyse/Present
© 2012 Brandwatch | www.brandwatch.com 15
http://www.brandwatch.com/social-media-monitoring/
© 2012 Brandwatch | www.brandwatch.com 16
“Reality is easily accessible data.
But you have to frame the
right questions.” *
* Scott Thomson, Head of Research, HyperNaked. October 2012.
CONTACT
© 2012 Brandwatch | www.brandwatch.com 17
EMAIL: [email protected]
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
PHONE:
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291
DOCUMENT LIMITATION
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom