SutherlandGold Social Media Monitoring & Analytics Vendor Selection Best Practices
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Transcript of SutherlandGold Social Media Monitoring & Analytics Vendor Selection Best Practices
Social Media Analytics:
Vendor Selection Best Practices and Sample
ReportingJanuary 19, 2012
Vendor Selection Best
Practices
Sample Reports
3-6
8-13
OVERVIEW
Vendor Selection Best PracticesAn Bui, [email protected]
BRANDS WANT TO KNOW
• Where is the information
• How much are people talking
• How many people do we care about
• How do our customers feel & will we know it
• How do people feel
• How often do they do what we wish
• Are we getting our money’s worth or delivering value
“…[companies] can quickly identify relevant verbatims, classify comments by positive or
negative sentiment, and engage in all manner of text mining to reveal unexpected patterns
and trends…” – Gleansight Social Intelligence Q32011 Report
Generating Insights
Choosing a Vendor
Technology Evaluation Factors:Content aggregation and normalization
Text mining, tagging and database management
Trigger alerts / automated reporting
Display / querying dashboard
Product roadmap
Organization Evaluation Factors:Technological interest / aptitude
Current workflow processes
Identification of pain points by level, function and goal
Vendor Evaluation Factors:Responsiveness / customer support
Training / onboarding / account setup
Vendor strategy / organizational health
Organization / Vendor Fit: Vendor ability to meet current and future
organizational requirements
Reporting from Forrester, Gleanster, Altimeter Group and
Gartner analysts
Forrester Analysts Say…
Current offering:Background informationData sourcesText analysisFunctionalityConsulting / analysis services
Strategy:Strength of management teamCorporate strategyProduct strategyCost
Market Presence: CustomersFinancialsEmployees
Sample Reports
Share of Voice: Channel and Author
Digg
Clipmark
s
Yahoo New
sBing
Pixsy
Faceb
ookPica
sa0
20
40
60
80
100
120
140
160
Client MentionsIndustry Mentions
Other5Vast
karth
ikvam
si1
svartl
ing
Row_bea
r_toe1
2
pct_gig
aom
danlar
sen
RamonCian
i
musiclio
n
theonetr
uebix
stayji
mmzeich
0
2
4
6
8
10
12
14
16
18
Client MentionsIndustry Mentions
Segmenting mentions by social media channels signal (a) which ones already have those mentioning the brand; (b) whether any message pull through occurs in channels we’ve targeted.
Segmenting mentions by authors signal (a) which ones maybe brand advocates or badvocates; (b) who may be appropriate for either customer reference lists or lead lists. We recommend further study.
Share of Voice: Sentiment and Hashtag
Positive Neutral Negative0
100
200
300
400
500
600
700
Client SentimentIndustry Sentiment
secondscr
een
bestap
pever
iPad
pubmedia
iPhone
cbssv
t2012iPod
0
5
10
15
20
25
30
Client HashtagsIndustry Hashtags
Generally, Client tracks to the industry in terms of sentiment. To increase positive sentiment, we should examine each aspect of the Customer Experience and User Experience.
Client is associated with conversations around recent messaging foci: #secondscreen and iOS devices. The addition of #bestappever indicates that authors of those posts are likely candidates for brand advocacy.
Additional Conversational Analysis
Strength: measure of likelihood that your brand is being discussed in social media. Phrase mentions w/in the last 24 hours divided by the total # of possible mentions
Sentiment: ratio of positive to negative mentions
Reach: measure of range of influence. Unique authors referencing the brand divided by total brand mentions
Passion: measure of likelihood that individuals talking about your brand will continue to do so repeatedly. A small group of advocates that continually talk about your brand will result in a higher passion score. Every mention by a different author will result in a lower passion score
Social Media at a Glance
This sample report exemplifies the data visualizations available via Lithium Social Media Monitoring. Insight is available with access to the raw data.
Not pictured: pull quotes with examples of love / hate / recommendations from customers relevant to Netflix or Blockbuster.
Discover the relationships those you
tweet with have.
Surface the themes relevant to your
2d degree circle.
Drill in to discover affinity
relationships
Ex. Twitter and Townhall both
discuss #AskObama. Potential for
joint campaign around that theme.
Digital Peoplescape: Twitter
The mid-October spike resulted from of a
feature release that encouraged social sharing
from within the app.
The late November dip was likely driven by
Thanksgiving holidays, as fewer people used
the app on Thanksgiving.
Client should consider integrating online and
event marketing efforts, with campaigns at
industry events in LA and mobile app events in
Seattle.
A foursquare scavenger hunt, booth demo
giveaways, or FanAdvocate events can generate
additional buzz. …and so on…
Social Media Trends and Opportunities