Online Kommunikation und
Marketing – Modul 5 - VO
Elias Kärle
elias.kaerle@uibk.ac.at
TW@eliaska
Most slides from: SCEI: A Semantic Communication Engine and its Purpose; Brenner C., Fensel A., Fensel D., Fried M., Fuchs C., Gagiu A., Larizgoitia I., Leiter B., Oberhauser A., Stanciu C-V., Stavrakantonakis I., Thalhammer A. and Toma I., 2011
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Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at
Landeck, 14.10.2015
SOCIAL MEDIA MONITORING
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2
Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. Why do we need the SMM?
3. Available media channels
4. Core Features of the SMM tools
5. SMM tools available in the market
6. Next Step: Response!
7. Summary
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3
Social Media Monitoring
Hands On
1. Hootsuite
2. Onlim Tell-it!
www.sti-innsbruck.at
4
Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. Why do we need the SMM?
3. Available media channels
4. Core Features of the SMM tools
5. SMM tools available in the market
6. Next Step: Response!
7. Summary
www.sti-innsbruck.at
5
What is Social Media Monitoring?
Definition*
Social Media Monitoring is the continuous systematic observation and
analysis of social media networks and social communities. It supports a
quick overview and insight into topics and opinions on the social web.
*http://de.wikipedia.org/wiki/Social_Media#Monitoring
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What is Social Media Monitoring?
•
SMM tools facilitate the listening of what people say about various topics in
the social media sphere (blogs, twitter, facebook, etc.)
• Listening: is active, focused, concentrated attention for the purpose of
understanding the meanings expressed by a speaker.
• Hearing: is an accidental and automatic brain response to sound that
requires no effort.
Are you listening?
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What is Social Media Monitoring?
•
Use the wealth of information available online in the form of user-generated
content
•
These tools offer means for listening to the social media users, analyzing
and measuring their activity in relation to a brand or enterprise
•
Offer access to real customers’ opinions, complaints and questions, in real
time, in a highly scalable way
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What is Social Media Monitoring?
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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Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. Why do we need the SMM?
3. Available media channels
4. Core Features of the SMM tools
5. SMM tools available in the market
6. Next Step: Response!
7. Summary
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10
Why do we need the SMM?
•
“The direct, unfiltered, brutally honest nature of much online discussion is
gold dust to big companies that want to spot trends, or find out what
customers really think of them.”
– The Economist, March 2006
•
“As control of a brand’s marketing messages—and, indeed, its very
image—migrates from traditional media to social media, companies need to
become increasingly adept at paying attention to how they're being
perceived in the online world.”
– The Aberdeen Group, February 2008
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Why do we need the SMM?
•
Provide valuable insight from the side of enterprises regarding which
strategy they should employ
•
Determine the most effective and ineffective offered features of an enterprise
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Why do we need the SMM?
•
The speed at which one can investigate a topic of
interest, which greatly exceeds that of a traditional survey
approach.
•
Social Media Monitoring is more precise, faster and more
economical 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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Why do we need the SMM?
•
Reputation management
•
Event detection, issue and crisis management
•
Competitor analysis
•
Trend and market research plus campaign monitoring
•
Influencer detection and customer relationship management
•
Product and innovation management
•
Manage Word of mouth
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Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. Why do we need the SMM?
3. Available media channels
4. Core Features of the SMM tools
5. SMM tools available in the market
6. Next Step: Response!
7. Summary
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15
Channels to analyze
1.
Social networks, e.g.:
•
Facebook
– 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:
– 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:
– 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
•
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 online
•
22K posts per minute
•
Tumblr (Q2 2012):
– 55.9 Million blogs
– 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:
– 365 TV channels licensed in Germany
•
Radio:
– 822 Radio stations in Germany
•
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
•
Online radio stations: >2700 Online radio stations in Germany
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Available media channels
FORUMS/NEWSGROUPS
MICROBLOGS
VIDEO SHARING
SOCIAL NETWORKS
WIKIS
The
Conversation
SOCIAL MEDIA NEWS
AGGREGATORS
PHOTO SHARING
BLOGS
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MAINSTREAM MEDIA
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Social Media Monitoring
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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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Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. Why do we need the SMM?
3. Available media channels
4. Core Features of the SMM tools
5. SMM tools available in the market
6. Next Step: Response!
7. 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 becomes very negative).
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Data analysis
•
Having established a listening grid that captures data and posts around the
topics the user is interested in, the next step is to analyze the data and
produce actionable reports and insights for the user of the tool.
•
The analysis is of particular importance as it encompasses the methods
used 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 opinion
mining. Sentiments are determined using elements of computational linguistics, text
analytics, and machine learning elements, such as latent semantic analysis, support
vector machines, Natural Language Processing.
•
Main purpose is measuring the attitude, opinion, emotional state, or intended
emotional communication of a speaker or writer.
•
A sentiment score can be extremely useful in evaluating a large data set of social
brand mentions, as well as allow enterprises to filter content based on positive or
negative comments, thus isolating the themes or issues that have determined the
developed sentiment.
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Sentiment analysis
•
The major method of extracting sentiment from user generated content is Natural
Language Processing (NLP). Sometimes called text analytics, data mining or
computational linguistics, NLP refers to the computerized process of automatically
analyzing the meaning of human language.
•
Pros: The automatic techniques are tireless, fast, consistent (they do not make
random errors), and can be improved over time. They offer comparable results to
humans in real world scenarios.
•
Cons: Automated sentiment technology cannot reach the quality of a human
annotator.
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Historical data
•
The user has access only to captured data about
topics that he has requested to monitor. Thus, he
should proactively monitor topics in order to
recognize problems and new opportunities.
•
Access to previously captured data is required in
order to compare the current metrics and reports
related to the monitored topic with any previous
state of it. It is necessary to understand the
improvement of a strategy in the long-run and
through the years.
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Historical data
•
Exploit the historical data of your monitoring
process in order to figure out the strong points of
your company throughout the years and the points
that hinder the further development.
•
Measure the impact of your various online
marketing campaigns, compare them and modify
them in a productive way.
•
Discover actionable insights based on the overall
image of the enterprise and act in the appropriate
way.
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Dashboard
•
A user interface that organizes and presents information in a manner that is easy to
read 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
provide a wide range of visualization tools.
•
Present information about demographics, trend topics around
the monitored subject and insights in an actionable way.
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needs
of
the
client
and
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Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. Why do we need the SMM?
3. Available media channels
4. Core Features of the SMM tools
5. SMM tools available in the market
6. Next Step: Response!
7. Summary
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37
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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SMM tools available in the market
Alterian SM2
•
Storyboard report
Implements the Dashboard concept. A lot of effort is taken to encapsulate SM2 data
into consumable, easy-to-understand results. This new Storyboard report gives users
an infographics-like report that is easily exportable.
•
Alerting
Users can set threshold-based alerts whenever overall volume or sentiment changes
by specific numbers or percentages as compared to a previous time period. When
an alert is initiated, the user will be emailed of the notification with the pertinent
information and a quick link into SM2 with the relevant report details.
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SMM tools available in the market
Alterian SM2
•
Historical data
Extensive Social Media Warehouse with historical data containing over 20 billion
social media mentions, blogs, tweets, posts, images and conversations. This data
includes in-depth information for each search result, including 36 types of data
ranging from the date of publication to the physical location of the content creator.
•
Sentiment Analysis
Provides word parsing, weighting, proximity and Natural Language Processing to
enable the most accurate and customizable sentiment analysis.
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SMM tools available in the market
Brandwatch
•
Gathering Data
They have built a large, distributed Crawler – a program which, similarly to how
Google searches the Web, goes and visit websites from all around the world.
But, visits the web in near-real time!
•
Cleaning Data
From adverts and navigation text, spam, dates (you can accurately filter your
brand’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 generic
to provide relevant results (think Orange or Next). To address this their query
definition engine supports advanced query definition syntax, including some special
fields which allow for far more accurate query setups.
•
Analysing Data (Sentiment analysis, query matching)
•
Presenting Data (Dashboard, API)
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SMM tools available in the market
Brandwatch
• Crawler
database
• Multiple
crawlers
• Distributed
scalable
architecture
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• Spam filter
• Change
detection
• Title
extraction
• Content
extraction
• Meta-data
extraction
• Query
matching
• Mention
storage
• User
Interface
• Sentiment
analysis
• Text storage
• API
• Topic
extraction
• Distributed
scalable
architecture
• Text index
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SMM tools available in the market
MediaMetrics socialMeme
•
Monitoring
Monitoring of over 100 million online sources in 48 languages ​as well as TV and
radio from a single source. TV and Radio content is transformed automatically into
written content which is searched through and analyzed.
•
Analysis
Articles are analyzed to identify mutual influences and quantify effects of opinion
leaders. Influential authors, sources and stakeholders are identified. Means to
measure the impact of the campaigns.
•
Dashboard
The tool is web-based and provides an overview of the themes landscape via a user
interface. You can evaluate your communication in comparison to that of your
competitors.
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SMM tools available in the market
Radian6
•
Radian6 Analysis
Regarding the listening, you can choose what channels to monitor, which countries
and languages you are interested in to listen to and the most important of all, what
would you like to listen to and which are the hot topics for you.
•
Radian6 Insights
Helps you to go beyond the discovery of posts to uncover true social actionable
insights in real-time.
•
Summary Dashboard
Monitor the health of your brand on the social web in one convenient, pre-configured
application with the Radian6 Summary Dashboard. In one easy-to-read view, learn
more about the volume, overall sentiment, key demographics, influencers and more
around your brand, product or competition.
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SMM tools available in the market
Radian6
•
Engagement Console
The solution to scaling social media engagement across your organization. This
desktop application helps your company listen, engage, and measure your outreach
across teams and departments.
•
Mobile iPhone app
Information today moves faster than ever before, and since the social web doesn’t
stop when you’re away from your desk, you need to remain aware of the
conversations around your brand at all times.
•
API and extensions
additional flexibility to the social data pulled from Insights and the Engagement
Console through our API and integrations with external applications
•
>3,000 clients – including over half of the Fortune 100 companies
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SMM tools available in the market
Social
Market
Media
Monitoring
The
available
Social
Media
Monitoring tools that are available
in the market have been reviewed
by
various
organizations
and
marketing research laboratories.
The SMMs come in different
shapes and sizes in order to
fulfill the requirements of potential
consumers of their services.
Most of the tools cover the core
features that have been presented
in the previous slides.
Source: Forrester Research
Listening platforms Q3 ‘10
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SMM tools available in the market
Free Tools
•
Addict-o-matic
•
Boardreader
Pros:
•
Google Alerts
•
•
HyperAlerts
•
Klout
Cons:
•
Netvibes
•
Limited reports
•
Social Mention
•
Limited channel-coverage
•
Trackur
•
•
Twazzup
Limited functionality (e.g. workflow
management, dashboard)
•
WhosTalkin
•
Yahoo Pipes
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Cost-efficient alternative
47
SMM tools available in the market
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 for
languages 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 and
formats.
•
Workflow-functionality is usually not available.
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Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. What are the Social Media Monitoring tools?
3. Why do we need the SMM tools?
4. Available media channels
5. Core Features of the SMM tools
6. SMM tools available in the market
7. Next Step: Response!
8. Summary
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49
Next Step: Response!
Response! Engage!
•
Customers need answers to their questions and you need to defend your brand on
the negative comments in the social web sphere.
•
By being authentic, transparent, and operating with integrity, you will successfully
engage your market and a build community of advocates who will spread your
message virally in your market.
•
The engagement concept refers to the ability of the tool to support reaction with the
social media posts. Many tools today offer the integrated possibility to reply to posts
and follow up to any mention, complaint or question that is needed or has some
opportunities.
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Next Step: Response!
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 social
media.
•
The hardware company is able to listen to the complaint of this customer in real time
as they are using a Social Media Monitoring tool to capture discussions in the social
networks that are related to their brand.
•
The issue of the customer is forwarded to the helpdesk of the company and they
contact the customer via the same medium in order to communicate their reply and
answer to his problem.
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Next Step: Response!
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 most
urgent issues and assign them to the responsible person with the right deadline as
well as, suggest which channel to use for the response.
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Next Step: Response!
Prerequisite: Workflow management
Workflow refers to the process of assigning, tracking and responding to social media
streams, usually in a team environment in order to prevent double responses and missed
opportunities. It is crucial for an enterprise tool to promote team productivity through
collaboration.
Main goals:
• Coordinate and track who at our firm is engaged, who said what to whom, who
manages what relationships, etc.
• Consider how to get the right information to the right team on an ongoing basis – as
volume increases ad hoc methods won’t scale.
• Classify and tag posts, adjust sentiment, and route them for follow up and
engagement.
• Internal exploitation of the external feedback in a productive way. The feedback is
routed to the right department regarding the content.
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Next Step: Response!
Benefits of response and engagement
•
Customer satisfaction: “Satisfaction is simply the foundation, and the minimum
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 other
current or potential customers
•
Marketing intelligence: highly engaged
customers
can
give
valuable
recommendations for improving the quality of
the products offered
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Next Step: Response!
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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55
Social Media Monitoring
Overview
1. What is Social Media Monitoring?
2. What are the Social Media Monitoring tools?
3. Why do we need the SMM tools?
4. Available media channels
5. Core Features of the SMM tools
6. SMM tools available in the market
7. Next Step: Response!
8. Summary
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56
Summary
Summary
Monitor
• Establish a listening grid that will gather everything said and discussed around your
brand and the topics that you are interested in
• 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
Results
Engage!
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• Visualize the insights generated from the analysis with the dashboard tools
• Communicate internally the insights to the appropriate department
• Respond to the conversations and give the customers what they want
• Take care of the customers and make them feel important
57
Social Media Monitoring
Hands On
1. Hootsuite
2. Onlim Tell-it!
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1. Hootsuite
• Founded: 2008, Vancouver CAN
• Founders:
Ryan Holmes (CEO),
Dario Meli,
David Tedman
• Name: /ˈhuːtˈswiːt/
Etymology maby from french: tout de suite?
•
•
•
•
Launched: December 2008
Users: > 9M in > 175 countries (August 2013)
Employees: > 400 (July 2014)
Business model: “freemium”
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1. Hootsuite
What is it?
Wikipedia: „Hootsuite is a social media management system
for brand management “
What platforms are supported?
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1. Hootsuite - Platform
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1. Hootsuite - Platform
Engagement
• Multi channel dissemination to more than 25
channels
• One-click reply
• Scheduled social messaging
• Manual scheduling
• Auto scheduling
• Save responses
• Audience targeting
• Location
• Language
• Demographic
• Automatic blog post sharing
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1. Hootsuite - Platform
Listening
• Monitor emerging trends
•
•
•
•
•
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• Visualize trending keywords with
• Compare conversation maps
Custom streams to follow relevant
conversations
Geolocated search on conversations
Filter by language
Visualize business metrics
Identify influencers and sort them in
lists
1. Hootsuite - Platform
Analytics
January 2014 acquisition of uberVU
• Realtime insights
• Social demographics
visualization
• Measure sentiment metrics
• Social influencers identification
• Resonating content identification
• Detailed social reporting
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1. Hootsuite - Platform
Collaboration
•
•
•
•
•
•
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Manage organizational structure
Assing permission levels
Create taskts and assignments
Content approval measurements
Avoid duplicate work
Reduce emails and meetings by
dashboard communication
1. Hootsuite - Platform
Security
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• Secure all social accounts
• Employee permission
management
• Mobile device security
• Security notifications
• Double approval system to avoid
wrong posts on wrong accounts
• Regulation standards
implemented
1. Hootsuite – other products
• Hootlet
– Chrome plugin
• More than 100 apps
–
–
–
–
–
Flickr
Flipboard
Magento
Soundcloud
Xing
• Mobile Apps for Android & iOS
• uberVU via Hootsuit
• Campaigns (Photo, Video, Text,... )
Screenshot: http://www.thesocialmediahat.com/sites/default/files/hootlet-button.20120310000513.jpg
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2. Statistical reporting – Hootsuite Analytics
Why analytics?
• Popularity
• Trends
• Demographics
• Geographics
• Effectiveness
Image by hootsuite.com
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2. Hootsuite Analytics
What can be analyzed?
•
•
•
•
•
Twitter brand mentions
Twitter follower groth
Facebook Likes and demographics
Overlay social link clicks and website visits from Google
Sentiment analysis
Integration of:
• Google Analytics
• Facebook Insights
• Ow.ly URL tool
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2. Hootsuite Analytics
Example:
Pictures by: http://twirp.ca/2013/08/understanding-the-free-analytics-report-in-hootsuite/
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2. Hootsuite Analytics
Example:
Pictures by: http://twirp.ca/2013/08/understanding-the-free-analytics-report-in-hootsuite/
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2. Hootsuite Analytics
Example:
• PDF report export
• Custom logo
• Custom contact info
Pictures by: http://www.portent.com/blog/analytics/new-hootsuite-analytics.htm
and http://www.onbile.com/info/analyze-your-social-networks-with-hootsuite/
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2. Hootsuite Analytics
Sentiment analysis
“Sentiment refers to the emotion behind a social media mention. It’s a way to
measure the tone of the conversation—is the person happy, annoyed, angry?”
Autmatic sentiment analysis for 52 languages: uberVU
Pictures by: http://blog.ubervu.com/ubervu-now-automatically-detects-sentiment-in-5-languages.html
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2. Hootsuite Analytics
Sentiment analysis
Since October 2013
cooperation with Brandwatch
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Brandwatch monitoring within Hootsuite Dashboard
Advanced Data Gathering: more than 70M sources
More advanced social media monitoring
Advanced sentiment analysis
More languages and NLP for each
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2. Pro - Plan
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2. Pro - Plan
„Feel like a pro“
„Hello, this is Gerard from Hootsuit“
• Get started with dashboard
• Organize dashboard
• „Need help? Have a Question?“
• Offers for free consultation talks
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„Wondering what to post today?“
„You‘re out of content“
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2. Pro - Plan
„ You‘re out of content?“
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3. Reporting „like a pro“
11 Templates
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Included within „Pro“: 5
Sold for 30pts: 1
Sold for 50pts: 3
Only for Premium Plan: 2
50 Points sell for 348€
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3. Reporting „like a pro“
Wrap-up of Pro-Plan:
• Good support via email
• Good customer care
• Reasonable monthly fee (~10€)
• BUT
– Little included Analytics feaures
– No extra Apps included (all quite expensive)
– Only 1 team member included for free
 for advanced statistical analytics VERY expensive
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Social Media Monitoring
Hands On
1. Hootsuite
2. Onlim Tell-it!
Guest speaker: Corneliu-Valentin Stanciu, CTO onlim
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