Social Media Monitoring – from DIY to Mission Control

David Terrar – D2C & Cloud Advocates

at Fresh Business Thinking LIVE!

Tuesday 15th November 2011

Old Billingsgate

Steve Jobs - RIP

All About Steve: The Story of Steve Jobs and Apple from the Pages of Fortune

Things happen fairly slowly you know. They do. These waves of technology, you can see them way before they happen, and you have to chose wisely which ones you're going to surf. If you choose unwisely, then you can waste a lot of energy, but if you choose wisely it actually unfolds fairly slowly. It takes years.

Steve Jobs, Fortune, 17 March 2008

Cluetrain Manifesto

April 199995 Theses1. Markets are conversations.

Meatball Sundae: Is Your Marketing Out of Sync?

"the fundamental interconnectedness of all things"

What Would Google Do?

Dell Hell

Jeff Jarvis posts - Dell lies. Dell sucks on 21 June 2005

Dear Mr. Dell

Jeff’s advice to Michael Dell - 17 August 2005

Dear Mr. Dell

1. Read blogs.2. Talk with your consumers.3. Blog.4. Listen to all your bad press and bad blog PR and

consumer dissatisfaction and falling stock price and to the failure of your low-price strategy and use that blog to admit that you have a problem. Then show us how you are going to improve quality and let us help. Make better computers and hire customer service people who serve customers.

Jeff’s advice to Michael Dell - 17 August 2005

Where are they now?

• April 2006 - Technical support staff reach out to bloggers

• July 2006 - Started a blog

• February 2007 - Launch IdeaStorm

• 2007 spent $150m to improve call centres

• Changed measurement metrics from handling time to time to resolution

Dell introduces the Social Media Listening Command Center

December 2010Round Rock, Texas

Dell LCC results

…and around $7m a year extra sales direct from Twitter

Groundswell and Empowered

Charlene LiJosh BernoffTed Schadler

Social Media Maturity

Monitoring and Measurement

'Not everything that can be counted counts, and not everything that counts can be counted.'

- Albert Einstein

Where do your customers hang out?

• Blogs

• Twitter

• LinkedIn

• Facebook

• Forums

• User Generated Content

……they're talking about you

What are you looking for?

InfluenceSentimentVolume

Can you take a DIY Approach? Getting started

Google AlertsTwitter SearchGoogle ReaderNetvibesTweetdeckHootsuite

Can you take a DIY Approach? Free tools

Twitterfall

Google Blog Search

Blogpulse

BoardTracker

Boardreader

Google Discussions

Quarkbase

Socialmention

Samepoint

HowSociable

Topsy

Klout

Twittergrader

Trendestics

Are there any wiki resources?

http://wiki.kenburbary.com/social-meda-monitoring-wiki

Are there any wiki resources?

http://measurementcamp.wikidot.com/tools-for-measurement

Are there any wiki resources?

http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage

http://attentio.com/

http://www.brandseye.com/

http://www.buzzcapture.com/

http://www.brandwatch.com/

http://reputation.distilled.co.uk/

http://www.trackur.com/

http://www.marketsentinel.com/

http://www.radian6.com/

In conclusion

• Social Media isn't going away

• Fear of your own Dell Hell?

• Markets are conversations - get engaged!

• Take a low cost DIY approach to learn

• Then get smart and invest in your version of a Mission Control centre

Referenceshttp://www.amazon.co.uk/All-About-Steve-Fortune-ebook/dp/B005CRQ29E/ref=sr_1_11?s=books&ie=UTF8&qid=1321250555&sr=1-11 http://www.cluetrain.com/book/95-theses.html http://www.amazon.co.uk/Meatball-Sundae-Marketing-Transforming-Business/dp/0749929480/ref=tmm_pap_title_0?ie=UTF8&qid=1321257880&sr=1-3-catcorr http://en.wikipedia.org/wiki/Dirk_Gently http://www.amazon.co.uk/What-Would-Google-Jeff-Jarvis/dp/0062063359/ref=sr_1_1?ie=UTF8&qid=1321257841&sr=8-1 http://www.buzzmachine.com/archives/2005_06_21.html#009911 http://www.buzzmachine.com/2005/08/17/dear-mr-dell/ https://qs.ketchum.com/browse?p=198 http://groundswelldiscussion.com/groundswell/awards2011/detail.php?id=699 https://qs.ketchum.com/browse?p=201 http://www.amazon.co.uk/Groundswell-Expanded-Revised-Transformed-Technologies/dp/1422161986/ref=sr_1_1?ie=UTF8&qid=1321262207&sr=8-1 http://www.amazon.co.uk/Empowered-Employees-Energize-Customers-Transform/dp/1422155633/ref=pd_bxgy_b_img_b http://forrester.typepad.com/groundswell/2011/06/where-is-your-company-on-the-social-maturity-scale.html http://www.brainyquote.com/quotes/quotes/a/alberteins100201.html http://wiki.kenburbary.com/social-meda-monitoring-wiki http://measurementcamp.wikidot.com/tools-for-measurement http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage http://attentio.com/ http://www.brandseye.com/ http://www.buzzcapture.com/ http://www.brandwatch.com/ http://reputation.distilled.co.uk/ http://www.trackur.com/ http://www.marketsentinel.com/ http://www.radian6.com/

These links for reference onlyNot for reading

Contact details

David TerrarD2C & Cloud Advocates

p: +44 (0)1727 866309 m: +44 (0)7715 159423

e: dt@d2c.org.uk or dt@cloudadvocates.com w: www.d2c.org.uk and cloudadvocates.com skype: david_terrartwitter: DTlinkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com