proactive watching of the social web
DESCRIPTION
The top problem of Social Media Monitoring tools is excessive lag time. Most of content is visible to SMM tools (i.e.crawled, extracted, inspected, indexed, etc.) several hours after publishing. While the first hour is often critical in a crisis management. How to mitigate latency issues; the trade-off latency vs. coverage. Understanding who is likely to be first to detect potentially damaging content and making sure you can "hear" him. Watching what matters with very limited latency (i.e. in near real time) is about relevance, trust and influence.TRANSCRIPT
vs. listening and reacting…
www.visibium.com
Proactive watching of the Social Web
Social Media Monitoring (SMM) is critical to businessesThe explosion of social media platforms and online conversations has deeply changed the traditional world of marketing, communications, advertising and consumer services.
The disruption has been presenting many challenges to brands and communication agencies. They need in particular to monitor opinions and comments on their products, reputation and competitors. And in certain cases to engage on the social media.
More and more businesses are relying on Social Media Monitoring technology to craft and manage their online presence.
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Social Media Monitoring technology?
A comprehensive SMM market research by Ideya(mid‐2012) listed over 250 SMM tools.
So many “best tools”…Which one(s) do I really need?
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What is the top problem with Social Media Monitoring tools?
5Infographics, American Express Open Forum, October 2012
A day?
Too late
In social web crisis
the first hour(s) may be critical
Time1 h 10 h
Relevance
AUDIEN
CE
TIME10 min 1h 1 day 2 days
Spotlight Blame
game
Flash PointSharing story via retweets
Sharing linksvia hashtags
Sharing opinionsvia blog posts
Searching stories
Based on
crisis.mslg
roup
.com
ResolutionCrisisHits
Crisis detection:within minutes, not hours.
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• How old is the content you listen to?• How does your SMM tool access it:
crawlers, on‐the‐fly feeds, “real‐time” alerts?
Proactive watch step 1
Reduce latency
Don’t wait for the content.Make sure your SMM tools go and get it. At frequent intervals.
Real “real‐time search” engines(OneRiot, Wowd,
Crowdeye, Collecta) failed as the technology involved massive
R&D costs
Google closed its real time search service in 2011
Some websites take days to get indexed by the major search
engines (Google, Bing, Yahoo!…)
Alert Services are as good as their indexing rate is.
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Doing the math…3,200,000,000 FB 400,000,000 Twitter
2,000,000 Blog posts 1 This contribution
____________________________
3,602,000,001 pieces of content
Every day?It’s a lot to listen to.
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Do we really need to listen to every media, to every stream of content?
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Socially savvy companies have been creating their own rudimentary 'social media monitoring' on the fly by using a dynamic selection of RSS feeds to gather relevant news and social streams (...) Frost & Sullivan, 2012
Who’s likely to be first to detect potentially damaging content?
Someone you don’t know in the network of one of your industry influencers.
Retrieving content from selected social web sources:
a strategic approach to monitoring what mattersYour
Brand Your Industry
Influencer
Someone you don’t know
You can hear the whistle blower through the influencer’s deep
reaching network.
• Subscribe to feeds from blogs, news, prescribers, forums, review sites
• Follow Industry influencers on social networks.
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Social Web(big)
Your Webof Interest(smaller)
YWI
Proactive watch step 2Define Your Web of Interest:• Select the best sources • Create filters on feeds,
streams and fire hoses• Follow industry influencers• Eliminate duplicates within
and across sources.
Monitor all social web content.
Watch what really matters to you
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Blogs are most trusted source
Source: BlogHer, Inc., 2012
Proactive watch step 3Adapt your watching to the source:the more relevant,
trusted, influential the source,
the closer the watch.
What they say…
relevance
Your brandYour productsYour servicesYour competitorsYour key executives
Your clients’ experience
Your Web of Interest: take full advantage of manageable volumes
YWI Full‐text indexing
Advanced queries
Refine queries & reprocessing
Viral content detection
Viral content tracking & analysis
Sentiment analysis
Pattern detection Alerts
Dashboard
Result sorting & display
Monitoring station
Data export
Data archiving
Statistics
API & Workflow integration
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Proactive watch step 4
Full‐text indexing
Advanced queries
Refine queries & reprocessing
Viral content detection
Viral content tracking & analysis
Sentiment analysis
Pattern detection Dashboard
Monitoring station
Statistics
YWI
Monitor and Refine:• Feeds and sources• Filters• Permanent queries
REFINE15
Proactive watch steps:
1. Reduce latency
2. Watch what reallymatters
3. Adapt your watching to the source
4. Monitor and Refine 16
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Visibium
• A near‐real‐time social media monitoring service• User‐defined feeds and filters• Full‐text indexing• Advanced queries• Feed‐specific watch and alerts• Reprocessing of a refined search• Powered by SolR Lucene.
Monitor the slice of the web you really care about
© Visibium, 2011‐2013
www.visibium.com