brandwatch presentation at monitoring social media bootcamp 2010
DESCRIPTION
Giles Palmer from Brandwatch explains what one of the UK's leading social monitoring solutions does for it's clients and how even large volumes of data can be processed by human intervention.TRANSCRIPT
What is Brandwatch?
Brandwatch is a monitoring system adds structure to the Social Web by GATHERING DATA, PROCESSING it automatically to produce meaningful metrics for ANALYSIS
GATHER ANALYZE3.
1
PROCESS2
Getting the data - start with a query(Currys OR Currys.co.uk OR www.Currys.co.uk OR Currysparcel OR Currysdeals) AND ("we live electricals" OR "Currys store" OR "home cinema" OR Hoover OR Hoovers OR iphone OR iPod OR iPods OR Ironing OR JVC OR Kettle OR Kettles OR "Currys stores" OR Keyboard OR Keyboards OR Kodak OR Laptop OR laptops OR Laundry OR LCD OR LED OR Lense OR Lenses OR Currys.co.uk OR LG OR Macbook OR "Memory Card" OR "Memory Cards" OR Microwave OR Microwaves OR MP3 OR "MP3 players" OR Netbook OR Netbooks OR "local Currys" OR Nikon OR Nintendo OR Nintendos OR Olympus OR Oven OR Panasonic OR PC OR PDA OR Pentax OR Peripheral OR www.Currys.co.uk OR Peripherals OR Philips OR Phillips OR Phone OR Phones OR Plasma OR Playstation OR Playstations OR Printer OR Printers OR b&q OR Processor OR Processors OR Projector OR PSP OR Radio OR Radios OR Refrigerator OR Refrigerators OR "Remote Control" OR Samsung OR currys OR Sanyo OR "Sat Nav" OR Scart OR Shaver OR SLR OR Sony OR Speakers OR Straightener OR Straighteners OR Television OR curry's OR Televisions OR Toaster OR Toasters OR Toshiba OR Trimmer OR Trimmers OR "Tumble Dryer" OR "Tumble Dryers" OR Vacuum OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer" OR "Washing Machine" OR "Washing Machines" OR Wii OR Xbox OR "Currys santa" OR "santa Currys" OR dixon's OR …….
Get machines to do some work
Nice data, but no context
Fit it into the organisation
Categorise and EngagePositive ReviewProduct Comparison
Price Negative Review
Customer Service
Technical
“Which PC shall I buy from Currys and why?”
“I was told that it is done so that retailers don't have to price match. naughty retailers!! ”
“This goes to show that Currys couldn't care less
about customers”
“Will Currys drop their price on this?”
“Currys - fridge/freezer broken after 15
months”
“looking around the Currys and Curry's website and reading reviews left by purchasers I
opted to buy the Panasonic NN-A554W from Currys”
“if you order online and collect in store you can
save…”
“You need to contact XXX and then we can send
someone round to have a look at it”
“We’re sorry to hear about that, if you let me know
more details we will investigate further”
“It depends what you are using it for, the Acer is better
for…”
Some numbers
For one client, in a 6 month period
Number of posts tracked ~100,000Client alerted to 4,500Actual engagements <2%Number of increased views 1,250kIncrease in positive tonality 11%Decrease in negative tonality 25%
ROI significant
Message
Getting good clean data from Social Media takes work
Numbers need organisational context
If you build an engagement process and measure the response
+ve ROI