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.

1. 7/18/2013 SCG Skyfollow.com 1
Social Media Sensing
(Analytics, listening, monitoring)
Listen [to the market’s state now]
before you
Act [product definition & release]
Part 1 (What)
June 10, 2013 for
http://skydeck.berkeley.edu/
http://skyfollow.com/
Chris Rigatuso cr@skyfollow.com
+

2. SMS Series
• Part 1
– What and Why SMS?
– Sample outcomes and analysis
– Metrics and use cases
– Sample graphs and charts
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Future Parts:
Segmentation
Tools and Vendors
Data formats
Manipulations
Visual Representation
Decisions / Action
Thresholds
Social ROI

3. Science comes from the Experiment
It’s not enough to set up the experiment
and measure the results. It had better fit
to confirm or deny your hypothesis, so you
can commit to take a decisive action at
the end. Even if it is just to repeat the
same experiment.
--Chris Rigatuso
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4. What is Social Media Sensing?
• Setting up social / blogosphere collection to harness
millions of conversations which may pertain to your
market, use-cases, value proposition, competitors, in
such a way to yield a resulting decision framework
(analysis) for
– Defining market sizing
– Defining market segments
– Defining product differentiation
– Defining media strategy and key influencers
– And more…
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5. Why it’s valuable
1. It get’s you (way) outside the building, without the
associated travel costs and delays.
2. Its statistically relevant and fast
3. It provides names of specific influencers by topic and reach
4. It’s data that can have multiple uses and performs it’s own
audit trail
5. It’ separable and can be outsourced or delegated
6. People outside your company have little context or
assumptions about your product, and less biased viewpoint
for higher value
7. It moves you through the customer development process
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6. Fraction of Potential Outcomes
Discovering your Market Map with specific numerical evidence
– Your intended product exists and is popular from some
unknown competitor
– Your competitor’s customers are clamoring for a better
solution that REQUIRES your differentiator
– Your assumptions for requirements are wrong and why
– Your target market is actually much less enthusiastic then
some other target market
– Your competitors completely missed the YouTube
education and market development media strategy
– There is a much bigger market that has needs close to your
product roadmap
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7. Steve Blank’s Market Types
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CAN you measure
The education required
to Convert them?
Is this media channel?
Distribution partners?
Website? Content?.....
CAN you Find the
conversations and mine
them to justify your
assumptions?
How does that scale?

8. No Hypothesis  No Conclusion  No Action
Each has internal assumptions vs. external realities
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9. Research Finds and Measures Relevance which amplifies
demand, and Competitive Intelligence which reduces risk
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You know why? Who? Now?
When? Where?
Breadth, depth, up to date?
In context of usage? Competition?
Relative ranking? Making bets?
Social Media Sensing
Automates research and
Customer insight

10. SCG Client Cases
• Digital Home Audio Amplifiers
– Price/performance features and positioning, white space product
• Analog Musicians electronics
– Brand identity findings for High End preferences, white space brand,
Channel
• Metamarkets / SaaS Analytics full stack solution
– Use cases for integrations with Big Data sources and databases
• Numerate / Hybrid cloud management, framework, tools
– Technology value added layers differentiation (Hadoop)
– Technology partners as niche markets and distributors
• Bandpage
– Features in mobile music apps and integrations
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