Posts Tagged ‘monitoring’
Social Media Marketing and Monitoring 2011
September 20th, 2011
We attended Social Media Marketing and Monitoring 2011 in London yesterday, and since its launch this event, developed and run by Luke Brynley-Jones at Our Social Times, has never disappointed.
This year the event included impressive speakers such as Charles Arthur (The Guardian) , Neville Hobson (Nevillehobson.com) and Jon Morter, Big Other (organiser of Rage against the X-Factor campaign).
The event covered a range of topics, including: Social Commerce, Location Marketing, Social Search, Social Media Monitoring, Social Media Management, B2B Social Media, Engagement & Social CRM and Integrated Marketing Campaigns.
The highlights for me were:
The first panel debate, which featuring Luke Brynley-Jones (Our Social Times), Charles Arthur (The Guardian), Neville Hobson (Nevillehobson.com), Wayne Gibbins (Viadeo) and Jenni Lloyd (Nixon McInnes).
The subject was ‘The Future of Social Networking’ and one of the first topics of debate was: have we ‘bloated our streams?‘ particularly Facebook, and is this fatigue or perhaps a maturing of social networking?
The panel also came out with a great statistic to highlight the difference in international usage of social networks: 48% of web users in China are content creators compared with 24% in the western world.
Neville Hobson outlined the difference between methods of measuring influence, which focused on PeerIndex’s founder who makes the distinction between “influencers” and “opinion formers”.
We then heard from PJ Verhoef at Clarion Consulting, who covered: The What, Why and How of Social Local Marketing, and hit us with a range of useful figures, including:
Over 50% of internet connections are location enabled smartphones and 20% of ALL search is mobile.
- 96% felt QR codes were useful, 92% would use it again.
- 55% of tweets are from a mobile.
- 55% of people will travel 15 minutes for a 10% discount.
Following a brief break, we went into a discussion on monitoring, measurement & engagement
Chair: Andrew Grill (PeopleBrowsr), Joshua March (Conversocial) , Giles Palmer (Brandwatch), Catriona Oldershaw (Synthesio), Tammy Kahn Fennell (MarketMeSuite)
Catriona Oldershaw made a good point about brands often having too many metrics and not enough measurable insights, and that social monitoring and responding shouldn’t be siloed, i.e. within an agency, or marketing department.
Andrew Grill used BT as an example of using Twitter engagement, stating BT has 25 people monitoring and talking to customers via Twitter.
Giles Palmer at Brandwatch referenced analysis that his team had completed on the top 200 brands in UK and U.S., which showed 5% UK, 8% U.S. brands are responding to customer service issues through social media.
Tammy Kahn Fennell from MarketMeSuite offered input on the issue of Compliance and liability through social media, confirming the law is going to have to catch up, but it is also going to have to understand we are social people.
One of the key discussion points centred around how the Metropolitan Police should have reacted to the London Riots.
Giles Palmer confirmed the issue was difficult to track as much of the conversation was on BBM (Blackberry Messenger) which is a closed network and so difficult to access/monitor.
However, assuming the data is public, he suggested sentiment analysis could be employed around hate management detection. i.e. normalising traditional language usage, and then monitoring ‘hate language analysis’ that could act as pre-cursors to potential unrest. He confirmed it would be important to set up alerts to bring in humans who will interpret the conversations and act appropriately.
Joshua March also made a good point, confirming he used Social Media during the riots to understand where to avoid, and where was safe to go, so it wasn’t all bad.
Then came one of the presentations that many of us had been waiting for: How I Beat Simon Cowell Using Social Media by Jon Morter - Big Other.
John gave an excellent presentation on his two campaigns to beat The XFactor to the Xmas number one. He used the learnings from his first campaign, which didn’t bring the desired results, and the successes of the second campaign, which as we know kept The XFactor from the number 1 spot, something that we should all be thankful for, at Christmas or any other time.
John achieved some amazing results through his campaign, including achieving 72,000 sales of the track in the last 3 hours after releasing a live version (which is more sales than is needed most weeks to top the chart).
Jon Morter also told us that he got a call from Simon Cowell 3 hours before the chart result was due to be issued. Apparently Simon congratulated him and offered him a drink, which he still has not yet followed up on.
You can read Gordon Macmillan’s write up here.
Then Raf Keustermans an independent Consultant, (former EA and Playfish) spoke about Using Gaming Mechanics for Marketing. His presentation offered real insight into the opportunities available through gamification, including:
Before 2008 games were Niche, a big but closed industry, which rose from 250M gamers in 2000, to over 1Billion gamers in 2011.
He also confirmed 150 billion minutes are spent every month on social games, that’s an average of 10 minutes for everyone on the planet.
Next, Marcus Taylor from SEOptimse spoke about Social Search & Social SEO for Marketing, and posed the question, through various experiments: ‘Does Facebook Likes have effect on Google rankings?’
His answer being: directly no, but as part of ‘ranking circle’ yes. And that it is safe to assume Google +1’s are an influencing factor towards search rankings.
Marcus also offered five tips on encouraging brand search and getting the benefits of personalised search:
1. Appear for comparison and head of tail key terms where people start stopping.
2. Be awesome and encourage return visits.
3. Run offline radio / TV / print) ads with a ‘search for us’ call to action (Pontiac were first to do this in the Superbowl).
4. Run branded events / sponsor events.
5. Link or reference search results from products - tell people to ‘search google for X” if you know you rank number 1 for that term.
There were also case studies on the day from Play.com, Captain Morgan’s Rum and BMi Baby, as well as a final panel discussion: Is Social Commerce the Future of e-Commerce? Chaired by Luke Brynley-Jones (Our Social Times) and featuring Peter Parkes (Expedia), Amy Kean (Havas Media), Jenny Chiu (BrandAlley), Robin Grant (We Are Social)
The event was a massive success, and congrats once again to Luke Brynley-Jones and the Our Social Times team.
Slides from most of the presentations are available at Our Social Times’ Slideshare.
August 8th, 2008
As a PR company we always have our ear to the ground, and Twitter is a place were negitivity can be spawned so quickly that it’s crucial you’re monitoring conversations about you and your company.
Here are some tools that might help.
Monitter is very new on the scene - it’s a Twitter monitor that lets you “monitor” the Twitter world for a set of three keywords and watch what people are saying.
Looks nice, although it’s a shame it only lets you track 3 keywords. It also allows you to take an RSS feed for the keyword.
TweetDeck aims to make all your Twitter experience as accessible as possible.
You can put your followers into groups, and save keyword searches. The drawback to Tweetdeck is that the timeframe is only 48 hrs, so aything after that can not be accessed. I still do think that TweetDeck is a break through act and is still in Beta so expect more to come.
Twist is a very nice embeddable graph, where you can input several keywords. You can create a chart of keywords from the last week or last month. A nice way of visually monitoring keywords on Twitter.
Twittermeter is similar to the above but without the embedding option.
Tweetstats is a way to monitor people by their Twitter username. It gives you some really nice graphs of your timeline, hourly tweets, a tag cloud and some other nice graphs. Great little site to monitor useage.
If you want to monitor the latest Twitter trends Twitterscoop is a good place to start. The landing page offers you a tag cloud and a hot topics section, and you can also search for your own topics.
Twitturly gives you a real time list of the url’s people are talking about.
Hopefully these will get you started - if you have any amazing tools to offer please let me know.