1. SOCIAL MEDIA INSIGHTS
CAN ENHANCE WHAT YOU DO

2. T HE DIGITAL LANDSCAPE

3. W HAT T RUFFLENET DOES
Powerful automated search
+
Intelligent human analysis
=
Actionable research
What?
Millions of data
points
So What?
Information
What next?
Insight

4. W HY SOCIAL MEDIA INSIGHTS ?
Monitor Analysis
Emerging Message Sentiment
Mood test
crisis evaluation analysis
Planning
Relationship
Evaluation
Prioritisng
building channels
Volume of Tracking Identifying Demographic
mentions influencers influencers analysis
Competitor Understanding
activity consumers

5. DIY TRACKING : V OLUME
Volume
Google Alerts
Social Oomph
Twitter search
Topsy.com link:
Blog comments
BackType
Twingly
Wordpress.com
Inlinks
Yahoo.com link:
Facebook
http://api.facebook.com/restserver.php?method=links.getStats&urls=

6. DIY TRACKING : I MPACT
Impact
Klout or Peer Index
Frequency of interest
Size of engaged audience
Sentiment
3/5 tier scale
Bio analysis
Wordle dump
Key stakeholder analysis
site:twitter.com intitle:”on twitter” “bio*
*police” “location london”

7. H OW YOU CAN MONITOR
Free Cheap Tools

8. H ORSES FOR COURSES
Features Free Low cost Valuable
Attractive dashboard
X  
Basic analytics
?  
Reports for download
X ? 
Realtime updates
X ? 
Forum search
X X 
Broad Twitter search
X ? 
English-focussed sites
X ? 
Facebook search
X X ?
Sentiment analysis
X X ?
Unlimited search results
X X ?

9. 3 PITFALLS
1. Computers don’t understand
sentiment, irony, sarcasm
2. Importance of Twitter over-
rated; Forums under-rated
3. Metrics without meaning

10. D EVISING A DIGITAL STRATEGY
Intuitively the right channel but
...
1. Do social media and alcohol
mix?
2. Can you raise the profile of
responsible drinking
without getting shot?
3. What might be seen to
work?

11. E VALUATING DIGITAL ACTIVITY
The CEO loves it but is it
generating ROI?
1. Where are users?
2. Do they go on holiday? 1%
3. On holiday to Britain?
4%
4. More or less
than average?

12. C HOOSING THE RIGHT MODEL
Face fits but do the
metrics work?
1. Was Lily Cole too closely
associated with a particular
brand?
2. Did her charitable work
have credibility?
3. Were there any
reputational threats?
4. What was the value add?

13. I S ALL NEWS GOOD NEWS ?
A high profile but is it the
right profile?
1. Did a new launch event
meet its objectives?
2. Could you show partners
what had been achieved?
3. Why was it successful?
4. What could be learnt for
next time?

14. S OME OF OUR CLIENTS

15. H OW TO SELL DIGITAL INTELLIGENCE
Data with a purpose 
Linked to specific activities 
Ready to respond 
Objective assessment 

16. matthew.cain@trufflenet.com