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Text of Future Of Social Media Monitoring
The Future of Social Media Monitoring
Monitoring Social Media 09
London November 17th, 2009
Current Situation : Social Media Monitoring Platforms
Forrester Wave Q1 09
. brand monitoring platforms faithfully report on brand
conversations and competitive news, they do not go far enough to
turn this information into marketing insights. page 2
. While vendors aspire to deliver strategic insights to support the
marketing organizations, they are often stuck in the world of
tracking, monitoring, and delivering dashboards centered on
operational metrics like mentions, reach, and discussion volume..
Only the largest platforms were listed
Additionally, vendors included met two specific selection
Corporate revenues in excess of $10 million
A substantial base of enterprise sized clients. According to that
definition, several vendors that could have potentially been
reviewed were excluded many of them more interesting than the main
What conversations are except Liz Strauss (but, no formal
definition yet on how conversations are measured)
The current definition of positive, negative or neutral opinion
How Listening Platforms integrate with disparate information
collected from call centers, branch offices, POS systems, direct
mail, PPC data, web analytics data, marketing data, in house
Meaningful consulting services to help businesses engage with the
data they are collecting.
And no one defined..
Sentiment Analysis, today too much like Quantum Physics
Same profile, same exact query
Influencer Lists very noisy
Who are the main influencers behind Chris Andersons FREE
TechDirts Mike Masnick? Gawker Medias Ryan Tate? Malcolm Gladwell
doing a favor for his friend, Chris Anderson?
Radian6 Influencer lists take a lot of work to get much useful out
Social Media Campaigns take 3 months to 1 year to show tangible
results . What should we monitor to show success?
No indication of what to measure, no clear baseline on what is
realistic to expect after 3 months, 6 months, 9 months and 1
No clear idea on how much to spend for Social Media
No standards on what Social Media is and how it would be
Today, 99% of the time ,Social Media takes a long time before you
see any results
Most Social Media Platforms not capable of advanced Semantic
Marshall sounds like you are talking about meme clustering much
like Techmeme does for tech stories, taking posts with similar
themes/topics and naturally grouping them together because they
contain similar concepts (but not in pre-specified categories).
Right? Marcel Lebrun Radian6
Awful Geo-Location capabilities
Finding Local Blogs and Bloggers
Of the 312 blog entries located in New York 30 were from
blogs/bloggers that were actually in New York . Had better luck
with local directories and blogger lists.
Social Media Monitoring Solutions Wiki -
A lot of overlap between free vs. paid social media tools
Often, these tools do the same things (though not the same way)
confusion abounds. Should I use a free tool or buy an expensive
No Standards for Social Media and little desire from SM vendors
Web Analytics now has a Standards Doc for basic metrics such as
Visits, Unique Visitors, Bounce Rate, etc.
Social Media - much more problematic, field is still in its
infancy, most vendors of SM Tool platforms/vendors do not want to
sit down at the same table and discuss a common set of standards
for a variety of reasons.
What does the future hold?
Social Media Monitoring 2012.
Future Social Media Monitoring 2 years out ..
Future of the Social Web
Based on a Forrester Report I believe the milestones of the Social
Web, above, will also lead to vast improvements in measurement
technology by 2012.
Meme Tracking becomes a common capability of select paid and
Along with the ability to act on data (great for PR, Political
what if Crimson Hexagon also collected the Twitter accounts of each
opinion along with the opinion mapping? I know they have the data,
with a 75% to 80% accuracy, at this time, of mapping snippets to
the actual opinion categories, and 3% error rate in drawing out the
percentages of each category why couldnt they take a stab at
matching it up webmetricsguru.com blog
Integration of Social Media Tools with Web Analytics, CRM,
Search Query Data, etc.
Google will accelerate the merging of Social Media, Web Analytics
and Search by integrating Social Media Monitoring into Google
Analytics producing a shakeout in the Monitoring Platform
Googles entrance into the Analytics field through purchasing Urchin
in 2005 put pressure on all the high end WA platforms (Omniture,
Coremetrics, WebTrends) leading to the sale of Omniture to Adobe
recently , and declining sales expect the same results in SM
.. Pairing up Web Analytics Guru type, Creative and Social
Media Community Managers into teams to create and track social
Social Media tools merge more and more with Site Analytics and
Social Media ROI will began to be cracked.
New Social Media Teams formed
Social Media Reputation monitoring on Google SideWiki
Google SearchWiki comment tracking working its way into Radian6 and
other Tracking Platforms.
Google Caffeine update continues to accelerate real time search
results and feeds Google with data it can pump into Google
Social Media Monitoring tools will evolve to monitor Google
Businesses will adopt Social Media via the Real Time Search Results
they will have no choice but to do so.
Social Search will fuel development of new Social Media Monitoring
Capabilities, such as
Through studying what is happening in Web Analytics and Search
Marketing in the last two years its possible to make some reasoned
assumptions on the future of Social Media Monitoring as a field,
within the next two years.
1. Merging Social Media Strategy and Monitoring with Business
Intelligence, much as Web Analytics evolved toward, today (see
Evolution of Social Media Monitoring as a field
2. Maturation of a common set of Social Media Standard
definitions (i.e.: what is engagement and how is it measured? What
is a conversation, etc) for platforms and vendors Scorecarding will
evolve towards a unified dashboards.
Evolution of Social Media Monitoring as a recognized
3. Today were locked into platforms and vendors even though
they are pulling the same data off the web. In two years time its
possible that we will be able to assemble and customize our own
monitoring platforms with off the shelf, modular tools.
Open Sourced, modularized, Social Media Monitoring tools
Facebook to provide Behavioral Targeting and anonymous data,
porting it into some Social Monitoring tools.
4. Radian6 and Alterian are beginning to receive Facebook data,
expect much more data to be provided, including meaningful
5. Real time alerts will be built into Facebook much as they have
now been built into Google Analytics.
6. Social Media budgets will be more closely aligned with Paid and
Organic Search budgets, due to the inclusion of Social Search in
Google and Bing.
7. Monitoring Analytics for Social Media will be funded as part of
the marketing budgets in many corporations.
8. Currently, there is nothing in Social Media that matches
WordTracker for SEO (or a dozen other tools) Social Media is about
conversations, not driven as much by keywords.
9. Today, Word Clouds are the closest thing to a keyword tool for
Social Media but, by 2011, a real set of keyword tools will be
released that will allow for optimization of Social Media the same
way Search Copy and Search Ads are optimized.
The first true keyword tools for Social Media will be
What else lies ahead for Social Media Monitoring hard to
Inflection Point once Social Media is fully accepted will Social
Media Monitoring be used as commonly as Google Analytics is used
Event Horizon - are we too close to the Social Media and Social
Monitoring to fully predict where its going to be in the
Webmetricsguru.com [email protected]
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