http://pop.to/20t, When we think about Social Media onitoring – mostly it’s about a brand monitoring itself or a person monitoring their reputation – but it’s also, increasingly, the Government monitoring you and me – monitoring all of us – The Devil Is In The Details: DHS monitoring Web & “Wrong” Words – and the truth is the Government – and in fact, many Governments are already monitoring citizens and have been for some time. What do you think the CIA’s investment in Visible Technologies was for? Some legitimate reasons to monitor are terrorism – but it probably doesn’t stop there – the IRS and state governments are monitoring too based on what I have read in the recent past.

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Web Journal and Jeremiah’s Brand Monitoring, Social
Analytics, Social Insights
Posted by Marshall Sponder on June 26, 2010 | Link It Pre-order / Facebook Like my book
This was a long week and the insights keep piling up – in this case,
Jeremiah Owyang’s latest matrix on Brand Monitoring, Social Analytics,
Social Insights was posted today and had some pretty perceptive
comments in what it said and what left out.
I suspect Altimeter Group does a bit more than create matrix diagrams like
the one on Brand Monitoring, as I find matrices both satisfying yet
limiting, especially if that’s all we ever get to see publicly (as an unpaid
client). A presentation by Christina Stahler of the Consumer Insights
group at Sony Electronics, a Altimeter client how I heard at the Corporate
Social Media Summit last week suggests the matrix diagrams we see are
very basic compared to what Sony actually gets from Altimeter.
Like 685
WebMetricsGuru
I suspect Altimeter had a lot to do with the strategy of the Customer
Insights case study presented last week – but that is just my guess.
Anyway, the Matrix diagram suggests that Brand Monitoring as an
application by itself doesn’t cut it anymore and is a commodity – and
vendors need to move up the food chain to Social CRM to survive within
the next 12-18 months – that’s what the matrix says to me.
I disagree with some of the examples – Alterian bought Techrigy last year
but hasn’t added any noticeably new features to the platform while their
competitors are constantly improving their offerings every few months.
Buying a platform like Techrigy and fitting it into a larger Alterian Schema
does not necessarily lead to any better results for Alterian clients unless
Alterian provides hooks from Techrigy into it’s other platforms, and it
doesn’t. Still, I like Techrigy as a platform – I just happen to notice every
so often they haven’t really added anything new, just fixed bugs in the
original platform they bought last year.
Plus the matrix below is more interesting for companies it left out like
Radian6 and Sysomos – companies that are among those rapidly
reinventing themselves. Is Jeremiah implying both companies are among
the Brand Monitoring Solutions that are becoming so commonplace as to
be a commodity? I don’t think so – I think this is a limitation of how the
matrix was created and a lot was left out that should have been included.
Description
Category Current State What no one tells you
and Example
The smart brand

2. monitoring
Aware. Simple
companies have
aggregation and
already started their
reporting – Commodity
integration plans.
without any real technology. I
They don’t want to
intelligence. started a list in
end up being
These 2006, yet now
trilobites and have
technologies there are over 145
Brand become part of a A leader in the web analytics and
scrape and indexed by E&Y
Monitoring larger system: digital media recruitment
aggregate employees. These
Recent acquisitions marketplace, IQ Workforce provides
what’s being technologies do not
include access to some of the most sought-
discussed by a provide intelligence,
Scoutlabs+Lithium after full-time and contract talent in
topic, channel, or predictive
(community), the corporate world. If you need help
or group and behavior modeling.
Filtrbox+Jive finding serious web analytics talent
derive alerts
(Community), or want to take your career to the
and workflows.
Techrigy+Alterian next level, call IQ Workforce!
(WCM) and others.
Intelligent. type="text/javascript">
Derive meaning Click here to check out
what social The NY Data Stories: Digital Insights &
data means. This space is still Analytics!
These evolving, and expect
companies that the business
provide Emerging features intelligence software
intelligence and are coming around. vendors like IBM
answer “Why These tools help Cognos, SAS, Qlikview,
Social are 500 people true data analysts Oracle, and beyond to
Analytics a week derive meaning from start acquiring data
tweeting about patterns, and how streams in the social
goat milk?” it influences large space and coupling
Companies who scale commerce. with their engines
derive within the next 12-18
intelligence from months. Even analyst
social data like Esteban Kolsky agrees
Crowd Factory,
Crimson
Hexagon.
Predictive.
These
companies can
predict what
consumers will
do based upon Look for companies who
social data. have data across a
Not here, yet.
I’ve seen early value network. What’s
Right now,
examples from that? Data in multiple
systems are just
community companies from
aggregating
platform Lithium manufactured, supplier,
content to make
who’s able to retailer, to consumer.
Social meaning out of it,
predict within Expect companies like
Insights yet there’s no clear
45 minutes if a Bazaarvoice to be able
set of companies
community will to yield insights as they
that are able to
be successful collect data from
truly provide
based on multiple manufactures
predictive
comparing to like HP, Dell and are
recommendations.
historical data, used on retailer sites
but for the most like BestBuy
part, that’s
limited to
community data
–not the whole
social web.
Getting onto the web journal – I think it’s ironic that Apple’s iOS 4 And
iPhone 4 One-Up The iPad considering how much the iPad has been
hyped. I wonder if the iPad is all hype anyway (even though I want one)
– my friend Sebastian Wenzel says he can’t do anything useful on his and
is thinking of selling it. On the other hand I hear people swearing by the
iPad – I guess it’s all in how your expect to use it.
And – consider Google & Twitter Fight for Your Right to Break the News

3. First so our problems might go well beyond the tablet and back to the
content we have to work with.
Consider buying behavior on the web – did you realize Woman buy most of
the brand related stuff online – see 85% of All Brand Purchases are Made
by Women – Says Unicast Report?
And then there’s a post and video by SeoMOZ that says buying paid links
work – but it’s possible that if things go wrong it might be better off not
going down that path as Google is policing and it could get information
from a number of different avenues. I personally think SEOMoz and much
of the rest of the brood is afraid of angering Google – so they say Paid
Links work, then go back and praise Google for catching those who
transgress. In this sense, Google acts as the KGB or Gestapo – putting
offenders in the Gulag and tossing out the key so once having offended a
site can sit in Google prison for an eternity.
And my friends at Clickable are now working to consolidate paid search
campaigns SearchManager Consolidates Google, Yahoo, Microsoft, &
Facebook Ad Campaigns.
When we think about Social Media Monitoring – mostly it’s about a brand
monitoring itself or a person monitoring their reputation – but it’s also,
increasingly, the Government monitoring you and me – monitoring all of us
– The Devil Is In The Details: DHS Monitoring Web & “Wrong” Words – and
the truth is the Government – and in fact, many Governments are already
monitoring citizens and have been for some time. What do you think the
CIA’s investment in Visible Technologies was for? Some legitimate
reasons to monitor are terrorism – but it probably doesn’t stop there – the
IRS and state governments are monitoring too based on what I have read
in the recent past.
Are we all in segmented lists governments are keeping on us? Probably.
Let’s hope the systems they’re using to identify threats are much better
than what we’re seeing commercially now – else we’re all screwed.
But on a more positive note – those who survive the DHS spying on us
online (which you have to admit is pretty easy for the Government to do)
– if you want to build a Facebook app then KickApps make it much easier
to do – see KickApps Launches Facebook App Development Suite
White label social networking startup KickApps has launched a new
development suite that aims to simplify the Facebook app
development for marketers, brand managers and developers. The
KickApps App Studio now allows anyone, including non-programmers,
to create rich media Facebook applications.The suite’s ease of use is
obtained through drag and drop functionality, allowing users to create
and deploy custom video players, social widgets and rich media ad
units. Applications can serve as a Facebook fan page or as a tab on a
Facebook page.
That’s all for now – there might have been more to put into this post –
had to draw the line somewhere though.
Related articles by Zemanta
l Listening Tools (proactivereport.com)
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Filed in Web Analytics, web journal Post a Response
4 Responses
These are the current comments for "Web Journal and Jeremiah’s Brand
Monitoring, Social Analytics, Social Insights"
Connie Bensen Hi Marshall,
06/26/10 @ 3:45 pm I wanted to respond to your comment that:
“Alterian bought Techrigy last year but hasn’t

4. added any noticeably new features to the
platform”
Alterian has invested heavily in SM2 in regard to
resources. Many improvements have been made
under the hood. Imagine the infrastructure that it
takes to support data being collected at an
exponential rate. We have more than 9 billion
entries at present (since 2007) and are adding 35
million more a day (about 13 billion per year). SM2
is also continually being updated to ensure that
searches are running quickly.
We are responding to what our market requests.
We recently launched a dashboard. And SM2 can
do sentiment analysis in 17 languages.
In addition, Alterian has integrated SM2 into it’s
suite of marketing products. We offer a Social
Media Engagement solution that adds the social
channel to traditional marketing.
Let me know if you have questions,
Connie Bensen
Director of Community Strategy, Alterian
@Cbensen
Sebastian I like your comment about SEOMOZ. After this
06/26/10 @ 4:59 pm post SEOMOZ lost all it’s credibility and it shows
that 99% of the people in this industry…have no
idea what they are doing.
Jeremiah Owyang Thanks Marshall, I appreciate the mention.
06/27/10 @ 4:37 am
40deuce Thanks for pointing out that we weren’t
07/02/10 @ 2:54 pm mentioned in that matrix Marshall. I noticed it too
and thought it was strange.
Hopefully we were left out for good reasons and
not bad ones =)
Cheers,
Sheldon, community manager for Sysomos
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