An overview of some of the Social Media Monitoring Tools that are available in the market. A big challenge is knowing what's out there and what these tools offer, since the landscape is very fragmented with multiple vendors. This presentation hopefully will provide some guidelines in understanding the tools available

1. SOCIAL MEDIA
MONITORING TOOLS
An Overview

2. Social Intelligence

3. Social Intelligence
 The concept of informing marketing and
business decisions with insights found in
social media data
 Social intelligence is not possible without a
technology platform
 Technologically based listening platforms
exists to enable social media monitoring

4. What is social media monitoring
 It is the process of analyzing, understanding, acting upon and
responding to conversations about
brands, products, reputation and consumer opinions on the
web
 Social media monitoring helps
 Discover conversations in real-time
 Analyze and measure trends
 Determine geo-locations of active conversations
 Gather information on demographics (e.g. gender and age)
 Evaluate sentiment
 Identify key influencers

5. 3 step approach to social media
monitoring
Listening Measuring Acting
Listening: Discovering real- Measuring: Acting: Identifying
time and relevant consumer Monitoring, analyzing and insights, and transforming the
conversations tracking those insights into action
conversations

6. It all starts with objectives
 Market research
 Competitive analysis
 Crisis management
 Campaign analysis
 Obtain general “pulse” of online buzz within
given topic area(s)

7. Topic selection to monitor depends
on the objectives
 Brand
 Products
 Competitors
 Category/industry
 In order to see success start small, tracking a
manageable number of topics, and tie them back
to a specific business purpose.
 Eg. For instance, instead of monitoring for its popular consumer
brand, one CPG company tracks a few isolated products. This gave
it the opportunity to connect its recent campaigns to the volume and
sentiment of online discussion, to understand how its messaging
resonates with customers

8. Metrics tell us whether the objectives
have been met

9. Some realities regarding listening
platforms
 Market is in relative infancy
 Market is highly fragmented – plethora of
startups
 New players coming into market ALL the time
 Vendors come in all shapes and sizes
 Questionable data quality - challenges with
sentiment analysis, inability to weed out
spam, influencer identification issues

10. Three tiers of social media monitoring
tools
Top-Tier
Mid-Tier
Depth of Analysis
Bottom-Tier
Pricing

11. Comparison of different tiers
Bottom-Tier Mid-Tier Top-Tier
Price Free $100-$300 a month $600 and above
Blogs, Sites, News, Facebook,
Blogs, Sites, News, Blogs, Sites, News, Facebook,
Twitter, YouTube, Forums,
Coverage Facebook, Twitter, Flickr, Twitter, YouTube, Forums,
Discussion Boards, Buy-Sell, Social
YouTube Discussion Boards
Bookmarking
Data Filtering None None Data is de-duplicated
Real-Time Data Updates None Yes Yes
Delivers analytics based on Depth of analytics with flexible drill
Data Visualization None to basic
Facebook, Twiitter, Google sites down
Brand References by
None Yes Yes
Geography
Mainly English but varies based on Multiple languages (English,
Languages Covered English
tool Chinese, Japanese, French, etc.)
Demographic Information None Yes Yes
Identifying Influencers None Yes Yes
Sentiment Analysis None Yes Yes
Reporting None Data Download and reports Data download and reports
Historical Data None Mostly, one month to a year More than two years
SocialMention,SocialPointer,
Examples Hootsuite, ViralHeat, Ubervu Radian6, Nielsen,Sysomos
Google Alerts

12. Moving forward
1. Step 1
 Decide which tier we think we should pursue based on objectives
and budget
 Identify which topics we want to track
 Define metrics we would like to track
2. Step 2
 Select tool within the relevant tier
 Set up the tool
3. Step 3
 Begin monitoring
 Measure results
 Generate insights

13. Appendix

14. Bottom-Tier Tools

15. Comparison of Bottom-tier tools
Tools
SocialMention SocialPointer Google Alerts
Price Free Free Free
Twitter,Facebook, Web sources (blogs,
Twitter, Facebook,
Coverage YouTube, etc., Blogs, websites, press
YouTube, etc., Blogs
News release)
Point-in-time search Point-in time analysis of
Analytics None
Features
and analysis keyword mentions
Reports available only as
Reporting None None
web page
Basic ability to track top
Identifying
users based on None None
Influencers
keywords
Sentiment
Included None None
Analysis

16. SocialMention
 Provides list of social media mentions
and links for a specific keyword
 Mentions don’t have filtering
capabilities
 E.g. Search for “Coke” returns
results including the term but not in
context of the brand
 Additional measures include
 “Passion” that estimates the
likelihood that consumers talking
about the brand will continue to do
so
 “Reach” that measures the number
of consumers referencing the brand
 Also, gives a list of top hashtags
associated with the keyword
http://socialmention.com/

17. SocialPointer
 Online tool allows
keyword, brand and
competitive tracking
 Keywords can be chosen to
be exact matches
 Broad matches will return
results including any of the
terms
 Results can be tracked on a
weekly, monthly, yearly basis
or a date range can be
specified
 Reports are not clickable to
display the results from the
different media
 Report doesn’t display “Buy-
Sell” sites
www.socialpointer.com
 No ability to identify

18. Google alerts
 Google Alerts return results
from different media based
on keywords
http://www.google.com/alerts

19. Mid-Tier Tools

20. Comparison of Mid-tier tools
Tools
Hootsuite Ubervu Viral Heat
Price $5.99/mo $179.99/mo $89.99/mo
GooglePlus, LinkedIn, Facebook, Twitter, YouTube, Facebook, Twitter, YouTube,
Coverage
Facebook, Twitter Flickr, Picasa, News sites,Blogs Flickr, Picasa, News sites, Blogs
Mentions, URL tracking,
Mentions, Demographics,
Analytics Google Analytics, FB Mentions, Reach
Reach,
Features
Insights
Brand References
(Geographic No Yes Yes
Locations)
Automated
Reporting Daily/Weekly reports Daily/Weekly reports
daily/weeklycustom reports
Identifying Built-in Klout integration to
Yes Yes
Influencers identifyinfluencers
Sentiment Analysis Included Included Included

21. Hootsuite
 Hootsuite has a free, a pro version at
$5.99/mo
 Vanity URL shortener at $499/mo
 30 report modules to choose from
 Reports include
 Twitter brand mentions
 Twitter profile follower growth
 Facebook Likes and demographics
 Social link clicks and website visits from
Google
 1 Free report with Pro plan
 Also offers an Enterprise Plan
 At $1499.99/mo
 10 Free reports
Hootsuite.com

22. UberVU
 Tool allows
tagging
consumers to
classify them
as
influencers/c
omplainers
Ubervu.com

23. Viralheat
 Data from the
last 30 days is
available
 Provides
mentions
based on
Facebook, Twit
ter, YouTube
 Multiple
profiles
supported
Viralheat.com

24. Top-Tier Tools

25. Comparison of top-tier tools
Tools
Radian6 Nielsen Alterian ScoutLabs Sysomos
Blogs, Twitter, Twitter, Web sources Blogs, forums,
Twitter,Facebook
Social Facebook, Facebook, (blogs, websites, News, Twitter,
, YouTube, etc.,
Integration YouTube, News, YouTube, etc., Twitter, Facebook, YouTube,Faceboo
Blogs, News
Forums Blogs press release) k, Flickr
Best tracks Tracks Tracks influencer
Features
Identifying influencers on Influencer influencers Best tracks depth across
Influencer blogs, Twitter, tracking and across different influencers across platform (provides
s includes Klout outreach platforms (Data YouTube stats on followers
Integration Segmentation) of influencers)
Included (doesn’t
Sentiment
Included Included extract sentiment Included Included
Analysis
from Twitter)

26. Comparison of top-tier tools
Tools
Radian6 Nielsen Alterian ScoutLabs Sysomos
Ease of set-up Low Medium Medium High High
User Friendliness Low Medium Medium High High
Features
Data Latency Low High Medium Medium High
Tool
High Low Medium Medium Medium
Responsiveness
Consulting Medium High Low Low Medium
Sentiment
Medium High Medium Medium High
Accuracy
Note:
Data Latency: The speed at which the conversations can enter a tool, the faster the tool the lower the latency

27. Radian6
 4 tiers of pricing
 $600/mo for 1 Topic Profile
 $1800/mo for 4 Topic Profiles
and web analytics
 $4100/mo for 10 Topic Profiles
with set up by Professional
Services
 $!0K/mo for 20 Topic Profiles
with Omniture and Google
Analytics
 Different widgets for data
visualization
 Personalized dashboard
 Flexible drilldown system
Radian6.com

28. NielsenBuzzmetrics
 Robust drilldown of data
 Excellent reporting
capabilities
 Provides Brand
Monitoring, ThreatTrack
er, Brand Association
Map and Digital
Strategic Services
 Free BlogPulse – online
search engine analyzing
and reporting on daily
blog activity
http://www.nielsen-
online.com/products_buzz.jsp?section=pro_buzz

29. Alterian
 Detailed classification of content emotions such as:
 anger, sadness, social, family, friend, anxiety, bio, body, sexual, in
gest, achieve, home, money, religious, death and leisure
 Flexible data segmentation
 Identifies sites of influence and influencers in one go
Alterian.com

30. Scoutlabs
 Includes Quotes feature which pulls out emotive text and
categorizes it into:
 loves, hates, wishes, comparisons, recommendations, issues
and caveats
 Provides good long term coverage of major changes, so that
big trends in the past can be analyzed from graph spikes

31. Sysomos
 Offers global filters to change the
language or location
 Monitors a broad spectrum, and
provides analysis of extent of interest
on a topic/brand
 Analytical tools that provide insight
and sophisticated drill down
capabilities
 Influencer tab has “Twitter Mapping”
 It provides a pictorial
representation of Twitter
handles, indicating their level of
engagement and their
influence, giving a quick overview of
Twitter influencers
Sysomos.com