scg skyfollow social media sensing for skydeck part2
DESCRIPTION
Introduction to social media sensing for the Berkeley Incubator Skydeck. Produced by Skyfollow Consulting Group. Social media Sensing, a more advanced form of social media analytics, social media listening, social media monitoring. Allows scalable intelligence for informing product, marketing, sales, and media strategy.TRANSCRIPT
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Social Media Sensing (Analytics, listening, monitoring)
Listen [to the market’s state now]before you
Act [product definition & release]
Part 2 (Why it’s Different)June 10, 2013 for
Skydeck.Berkeley.edu
Chris Rigatuso [email protected]
+
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Why is Social Media Different?
• Social Media includes blogosphere, Facebook, Twitter, etc.
• Social Media is people seeking people, and opinions, attempting to avoid
ads from brands. Content strategy not Ad Strategy nor Promotion
• It’s not just Push (One Way), and it does not always involve the Brands
• It makes the Brands “Naked” i.e. vulnerable and exposed
• Personality, Authentic, Expertise, Sharing motives drive success, sometimes
• Social Media is Real time, Rich source of information on market
participants: partners, customers, competitors. Its mostly text, but can be
mined, analyzed and summarized and plotted.
Media Markets: Economics of Attention
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The transition from 2008 to present
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Communications and Media are Intertwinedsocial originally implied “without brand involvement”
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Mindset Context Consideration Set Trust
What is Social Media Analytics?
Tools and methods that source data automatically and allow you to see and
measure the conversations and statistics about them, at scale and fast.
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Our [Old] World: Selling Stuff incoming actions funnel
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Blast it OutMeasure Response
DetermineWhere, when,How much to Blast
Adversarial Relationship withPeople, Communities, Markets
Incentives to ActIgnored
Social Media Sensing Improves Your Strategy
Actions RankingDecision Valuation
Adapt
Explore DiscoverMedia Types
ConversationsListen Learn
Insight AnalysisValidation
Visualization
© 2010 Chris Rigatuso 2010
AgilityContinuous
Improvement & Monitoring
Adapt
Who’s influencing your (Brand, Market)?Who should? And why?
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Website Registered
Infl
uenc
e on
Mar
ket
Facebook Page FansTwitter Followers
Low
Med
High
Segments custom defined
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Segment7Segment13
Segment9Segment18Segment16Segment17Segment15
Segment8Segment3Segment1
Segment24Segment14Segment21Segment11
Segment5Segment6
Segment20Segment4
Segment25Segment10Segment12
Segment2Segment23Segment22Segment19
0 50 100 150 200 250
Contribution to Engagement by Value Rank Units need definition• Engagement• Influence• Contribution%• Approval• Disapproval• Segment• Value
Are all market, use-case specificAnd English text makes this challenging
We derive numbersWe don’t start with them
Text from customer’s posts must be classified somehow….then Companies adopt purposeful outreach Brand Voice
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SampleSocial Analytics
Note Avgs Can Lie
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Managing Influence: Which Bloggers have Conflicts by promoting (or demoting) competing products? How influential are they?
Customize dashboards to tell Your story for Your Goals
Total Awareness Total Sales
Total Cost Total ROI per channel
Desired Categories of Analysis Define Filters which span multiple channels, networks, and audiences
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Category names, boundaries and query definitions are key
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Accumulated Technology Feature Matches
Highlights Peaks and Valleys of Interest, Concern, Fear