MutualMind Quickstart Setup Guide 2015

Quickstart Guide
#ListenSmarter
January 2017

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All Content ©2017 MutualMind • www.mutualmind.com • #listensmarter
About Quickstart Guide
Read this first if you are new to MutualMind
• This reference document provides guidance on how to setup and use the most
often used features in MutualMind
• Follow links in slides to our Knowledge Base for more advanced topics and
capabilities of MutualMind platform
Our searchable Knowledge Base Offers More
For access to our detailed and most up-to-date product support
information, visit our search-enabled Knowledge Base:
http://support.mutualmind.net/knowledgebase

3
Contents
• Intro and Home Page
– Slides 1-4
• Campaign Setup
– Listening setup: slides 5-14
– Campaign setup: slides 15-18
• Insights Dashboard
– Slides 19-31
• Saved Searches and Reports
– Slides 32-36
• Streams and Work
– Slide 37-38
• Your Account, Admin and Managing User Accounts
– Personal account: slide 39
– Adding users: slides 40-42
• MutualMind Command Center
– Slides 43-52
• Watson Personality Insights
– Slides 53
• Adaptive Listening
– Slides 54-63

4
Home Page And Navigation
Home page provides a snapshot of today’s activity (stats and mentions) for the active campaigns (click on
arrow to cycle through).
You may also add or select a campaign. Select “View All” to see full list of campaigns and more options for
managing them.

5
Listening Setup Essentials
Listening setup requires these 4 steps. Go to Campaign Overview to set up:
1. Language & Location 2. Keywords 3. Exclusions 4. Tags
1
4
3
2

6
Listening Setup #1: Language Filter
Language Filter (Restrictive)
• Allows you to pull content in certain languages
• MutualMind can capture social content in 45 languages
• No filter implies that data is collected in ALL languages

7
Listening Setup #1: Location Filters
Geo Filters
• No filter implies data capture from all locations including posts with no geo location
• Filters allow you to capture data from specific places
– Country
– Country and Region (US States and Canadian Provinces)
• Exclude posts with no geolocation data
– You have the ability to either gather only posts with geographic
information or gather mentions regardless of geo data is present.
– Excluding posts with no geo data significantly reduces the amount
of posts gathered.

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Listening Setup #2: Keywords
Once you add keywords for brand or competition, the data collection starts
automatically. We cover all major social networks and sources, as shown below.

9
Keyword Setup Best Practices
Helpful Tips for Creating Effective Keywords
1. Use Boolean operators to create queries which provide relevant results:
• AND – use AND to match all terms e.g. (“I want” AND tesla)
• OR – allows you to match any ONE of the term e.g. @ibm OR #ibm
• NOT – excludes terms from results
2. Use parenthesis to group certain words among more than one kind of Boolean
operator. Examples:
• (#Jetblue OR @jetblue) AND (customer service) NOT stadium
• (#fail OR sucks) AND (#tmobile OR (“t-mobile” AND service))
• (“major league soccer” OR mls) AND (team OR teams OR soccer OR game
OR games)
3. Include #hashtags, @names and other variations; do not use quotes around # or @
4. Use quotation marks for a phrase or term with punctuation to listen for (a) exact
match of that phrases (aka strict match) (b) when exact order of words in the phrase
is important.
5. Use proximity operator ~ to listen for words within one to six words of each other
(quotes must be used when using ~). For example: “Jetblue best” ~5
Avoid abbreviations, common names and generic terms e.g.
ABC, John Smith, insurance, iphone, taco

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Keyword Syntax Validation and Syntax Tree
• As you type the rule, syntax validator shows the color-coded rule and alerts you for any
syntax error
• Syntax tree provides a visual display of how the terms and boolean operators will work

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Keyword Setup - Test and Save
• Once you’ve composed the keyword query and validated its syntax, you can click “Test” (on
the bottom right of Syntax Tree) to see the estimated Twitter volume and time distribution of
this query over last 30 days. Beware that these results do not take into account any
language or geolocation filter that you may have.
• You may tweak the query based on the results. When you are ready to save the keyword
and start collecting data, click ‘Add’ (or update if you are editing an existing keyword)

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Listening Setup #3: Exclusion Filters
Previously we have described language (inclusive filters) and geolocation filters. It is also
possible to exclude posts based on keywords, source URL or author username.Exclusion filters
apply to ALL results in a campaign.

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Managing and Applying Exclusion Filters
The exclusion filters can be edited as needed. You may also apply them retroactively to a
campaign by clicking on the “eraser” icon next to an exclusion filter.
More Information:
Retroactive Exclusion KB

14
Listening Setup #4: Tags
Content Tags
• Tags allow you to organize and search content easily. Every campaign starts with two
pre-built content tags called System tags:
1. “Not Relevant”- allows you to remove irrelevant content from display/stats
2. “Add to Report”- adds content to weekly PDF reports
• The “Moderated” tag is applicable to command center (Perspective widget)
• Create custom content tags
Define your own tags to organize and segment content
• Tagged content can be easily found using
Filter in “Insights > Content Browser”
• Deleting a tag will remove that tag from content

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Keyword Alerts
Keyword Alerts
• Add any of the existing keywords for instant email alerts.
• Email is sent out when activity level for that keyword changes (up or down)
significantly.
More Information:
Keyword Alerts KB

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Keyword Groupings
Keyword Groupings
• Group several keywords together that form a “theme” for easier analysis
• Groupings can be used anywhere a single keyword is used to get aggregate stats and results
• Compare and analyze keywords or groupings in the “Insights > Keyword Performance” view

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Social Channels
Track Brand and Competitor Social Channels
• Add Facebook pages, Twitter, Instagram, RSS feeds and YouTube channels to collect all
social posts on that channel
• Track channel metrics such as fan increase on your own social media and your competitors

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User Access Control
An admin can grant non-admin users access to
any campaign as:
• “Read only” access – no changes allowed
to campaign setup
• “Read and Write” access i.e. ability to
modify setup (keyword, tags etc) for a
specific campaign.
This process needs to be repeated for each
campaign to which a user needs access.

19
Insights Dashboard
Summary of Capabilities of Dashboard Views
View Key Function Notes
Analyzer Interactive view which provides summary
insights based on customized date range,
filters and advanced search
Also accessible from “analyze
this” link in Content Browser
Content Interactive content view which provides
details of the posts for a given date range;
has filters and advanced search. Take
actions on one or more posts.
Drill-down from dashboard
home page to Content
Browser
Competitive
Intelligence
Side-by-side comparison of brand and
competition listening and performance on
social channels
For advanced/interactive
keyword comparison, use
Keyword Performance
Keyword
Performance
View for comparing listening results for
keywords or keyword groupings. Offers
multiple ways of calculating Share of Voice.
SOV can be based on either
(a) ALL keywords in campaign
OR (b) based on selected
keywords in this view.
Listening
Trends
Sentiment, publisher, and Twitter
impressions metrics listed for each keyword
Sources and sentiment
details- linked to Content
Browser
Location
Trends
Show top locations by volume, sentiment- by
brand, competition or both
Location data obtained from
the post or author profile

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Insights Dashboard
The insights overview provides high level statistics for your brand such as volume,
share of voice, distribution by source and more. The time window can be changed,
default date range is last 7 days. Click on charts or keywords to drill-down.

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Insights Dashboard
Next is Topics cloud / list which
displays the top mentioned
topics in the selected date
range. Click on a topic to drill-
down to see related content.
Next: the sentiment of the
content collected. Along with the
positive and negative
percentages, you can also view
a timeline of the sentiments.

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Insights Dashboard
The geolocation map provides a quick view of the activity locations. You can click on the
bubbles to drill-down to detailed results in “Content”.
The dashboard also shows total impressions and Average Klout score for the time range.

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Insights Dashboard
• Dashboard also gives the Top users by mention volume and Klout score.
• You can get additional details by clicking the username.
• You will also be able to view your social channel statistics here

24
Competitive Intelligence
Side-by-side comparison view of brand vs competition mentions, sentiments, topics
cloud, channel stats etc

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Listening Trends
Listening stats (sentiments, sources and timeline) for all/brand/competition category, shown by
either keywords or groups

26
Location Insights
Shows Author and Post locations, with locations down to city level
or aggregated at Country level

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Keyword Performance
• Interactive view for
exploratory analytics
• Compare two or more
keywords and/or keyword
groups over time
• Apply filters to results
• Save current filter/search for
reuse later

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Content and Analyzer Views
Overview
• Two categories of content browsing/search
– Keyword content and channel content
• Segmentation aka Post collection filters
– Time range, has media, has location, brand vs. competition category, sources,
mention type, sentiment, keywords, location, and tag
• Sentiment
– The stars represent sentiment, click on the star to reassign sentiment or select
multiple and change sentiment for all selected
• Green = Positive
• Red = Negative
• Grey = Neutral (no sentiments or mixed results)
• Assign tasks
– The clock icon to the right of the post allows you to create a task for a team
member
• Respond to posts
– The pencil icon to the right of the post allows you to directly respond from the
content browser
• Add tags
– Allows you to apply tags in bulk

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Exploratory Analysis with Content and Analyzer
• filter content using various
post collection filters such
as media, location,
mention type etc
• sort by time, rank
• analyze or segment the
content according to the
custom tags created
• search through the content
using boolean operators
and power search options
• export filtered data as csv
• view a custom summary
dashboard for filtered data

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Content Browser
Content view lets you:
• Browse and segment data
• Tag content
• Look at User Insights
• Reclassify Sentiment
• Create Tasks
• Export data as CSV file for
further analysis
For More Information On These Actions:
Content Browser KB

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Channel Stats for Facebook, Instagram, Twitter and Youtube

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The three interactive views -- Content Browser, Analyzer and Keyword Performance -- give
you the option to save the filters and search for reuse. Click on the “Save” button as shown
above. Go to Saved Searches page (Insights > Saved Searches) to reuse them.
Saved Searches
For more detail on saved searches
follow this link

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To launch a Saved Search, first set the date range you want to view using the calendar
options at the top of the page. Saved Searches aren’t locked to the dates you were viewing
when you saved, so you can apply those settings to any time period. Then, hover over the
saved search you want to launch, and you’ll see icons to click for launching this search in
Content Browser or Analyzer – these will open in new tabs.
Saved Searches
For more detail on saved searches
follow this link

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Reports
Reports:
There are two types of PDF reports which you can access through insights.
• Weekly summary reports – summary of activity over last 7 days, generated every Sunday
night
• On-demand reports: get a report for a custom date range (max duration is 90 days)
• Reports contain executive summary of key results as well as selected social content
• All of the collected social data (with metadata) is available for download as Excel compatible
csv file
• Chart data can also be downloaded as csv file
• Data is also available via developer API

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Weekly Reports

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Daily Summary Report via Email
Get a one-page daily insights and trends PDF report sent to your inbox at a specific
hour e.g. 5pm your time.

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Streams
• You can schedule the posts to go out at later time.
By clicking on the “streams” tab, you can post on your authenticated social
channels, directly from the MutualMind platform.

38
Work
Click the “Work” tab to manage tasks. Schedule tasks and check to see which tasks
have been completed.

39
Personal Account Management
Your Account Preferences and Settings
• Click on “Account” at top right of any page to see details
• Click on “Manage Notifications” to select which alerts and reports are sent
to you via email

40
Admin
Select Admin from the top navigation menu to access the administrative features such as
managing campaigns, social channels, adaptive listening lists and matched expressions,
webhooks, users and teams, site settings and customizations and API.

41
Adding Users
New Users
• To add a new user, simply click the “Admin” button on the top
navigation bar, and select “Users”. On that page, click “Add User”
and fill out the information as shown below.
• Decide if this user will have Admin role (ability to modify and delete
campaigns and users). To make a new user an admin, put a check
next to the checkbox “Admin user?”

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Adding Users
Setting Campaign Access for Users
• An admin user will have access to and edit rights to all campaigns
within the site
• However if the new user is not an admin user, you must then go to the
Update Campaign page for the campaign they should have access to
and add them under step 4, “Add Authorized User”. From the drop
down menu, select the user you wish to give access to that campaign.
• Then select whether the new user should have “Read and Write
Access” OR “Read Only Access” to that campaign. Repeat for other
campaigns.

43
MutualMind Command Center
Easy to Design, Configure and Launch
• Command Center can be accessed from the top menu by selecting “MCC”
• Name the canvas that you’re about to create, then drag and drop the
widgets you’d like to display.
• To resize, click the bottom right corner of the widget, and drag it to create
the size you want. Drag and drop to change a widget’s position.
• Widgets library includes:
Heat Map, Keyword Sunburst, Mentions Activity, Open Screen, Sentiment
Trends, Share of Voice, Social Images, Social Mentions, Leaderboards,
Social Mosaic, Perspective Motion, YouTube Playlist, Social Portraits and
Topic Cloud.
• Each widget can be configured using filters such as time range, data
category, sentiment etc.
• Once the canvas has been setup the way you want it, hit “Save”
• View it using “Preview” or “Launch”. You will be asked to select a
campaign.

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MutualMind Command Center
You can access the Command and Control Center through the navigation bar at the top.
Navigate to “MCC” and select “Add Canvas” if you want to create a new view. If you wish to
select a view that’s already been created then select “Manage Canvases” and browse the list
of existing canvasses. Click on the icon to the left of a canvas to launch it.

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Widget Setup
You can easily drag and drop the widgets on to the Canvas

46
Widget Setup
Configure the widget as required. Filters include time, category (Brand/Competition),
Sentiment etc.. You can select a Klout score range in order to display content by users
with high influence

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Canvas and Widgets
Real Time Social Media Command and Control Center

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Sample View: Canvas with 4 widgets

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Sample View: Heat Map

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Sample View: Mentions and Images

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Sample View: 3D Social Perspective
NOTE:
This widget is exclusively designed for moderated content, highlighting each post in an
unique 3D environment.

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Advanced Controls - MCC Variations
• Variations provide fine-grained control by allowing you to use
different campaigns for different widgets and/or partial campaign
keywords instead of entire campaign.
• To create a variation, click “Add Variation” under any previously
designed Canvas and name the Variation. On the Variation setting
page (shown below), click on each widget and configure its data
source by specifying the campaign, keywords or keyword groups.

53
Watson Insights
Watson personality insights provides a deep psychological analysis of a Twitter profile. After adding a Twitter handle, the
last 200 tweets of the profile are analyzed and the visualization below is provided. In addition to the psycho linguistic
analytics, the klout score of followers of the handle are show. The topic cloud on the right displays common phrases used
within the network of the handle being analyzed.

54
Adaptive Listening Introduction
Adaptive Listening enables you to automate actions on social posts and trends using
data and metrics as conditions that trigger actions. Using simple language, business
users define the conditions and actions relevant to their use case. There are two types
of rules, one that examines each post and other that looks at aggregate social trends.
1. Post rule: This rule is applied to each incoming post in real time. A post rule may
contain multiple conditions and multiple actions.
2. Trend rule: Unlike the post rule that is triggered at the post level, the trend rule is
based on analytics (statistical trends within a time window) and can trigger
notifications, workflow action or firing off a webhook API event. Here’s an example:
if negative sentiment for keyword "T-mobile Brand" has
increased by 300% in 3 hours and volume for keyword "T-mobile
Brand" is greater than 400 in 2 hours then send email to
“Support Desk".
if keyword is Customer Service and followers count is greater than
5000 and location in "Dallas" and language is "Spanish” then
create task for “John Smith” and send email to “Operations”.

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Adaptive Listening Setup
Adaptive Listening rules can be found in campaign management.
Below content tags and keyword alerts.
For a full walkthrough of adaptive listening
follow this link

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What To Do Before Writing AL Rules
Adaptive Listening actions allow you to tag posts, add users to lists or to match posts
against pre-defined locations. In order to benefit from these powerful features, you
need to create tags, lists of/for users and locations. Once you have the lists/tags in
place you can write rules that refer to these tags or lists.
We recommend that you think ahead about the problem you are solving and setup the
right “filters” and “buckets” for your posts and profiles. Start with these questions:
• Will you need Boolean expressions to match certain keywords in a post or profile
description? → If so, create Matched Expressions
• Will you need to match incoming data against a predefined set of users? → create
Match List of Twitter handles (or import a csv list)
• Do you want to match incoming data against a defined set of locations? → create
Location Match list
• Do you want matched data to be sent to another application? → create and
customize a webhook to receive data every time a rule is matched
For additional details on adaptive listening
follow this link to the Knowledge Base Articles

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Adaptive Listening: Post Rule Syntax
if followers count is greater than 550 and location in "Dallas"
and language is "Spanish” then create task for “John Smith” and
send email to “JDon”.
follow this link

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Adaptive Listening: Trend Rule Syntax
For additional details on trend rules
follow this link

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Match Lists And Expressions
Matched lists and expressions can be located under the Admin menu and adaptive listening
follow this link

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Matched Lists
follow this link
Matched lists can be created to be human curated or machine learned. These lists can
contain either Twitter handles or Geographic locations. Matched lists can used within
adaptive listening rules for a powerful combination

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Matched Expressions
follow this link
Matched expressions support boolean logic and are created similar to keywords. These
expressions should be used within adaptive listening rules to increase precision and
accuracy.

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Adaptive Listening Rules - Data Dimension
Author Username - Can be used to match a single user or to compare against (in / not in) an existing list
of twitter handles for customers, loyalty members, registrants, etc.
Category - Compare posts matching category of brand keywords or competitor keywords
Content - Match content against boolean expressions defined in “Matched Expressions”
Display Name - Similar to Author username; compare display name to existing list of customers, loyalty
members, registrants, etc using First Name & Last Name
Follower Count - Match rule against number of followers (equal, greater …)
Friends Count - Determine how many other users they follow
Gender - estimated gender based on display rname (male, female, male or female, unknown)
Image - if the post includes an image
Keyword / Group - Choose from any keyword or keyword group in your campaign or apply the rule to
every conversation pulled in
Klout Score - Filter by Klout score, a social influence metric for Twitter
Location - Apply rule to post based on geography (matched against location list)
Mention Type - Apply rule based on type of post -- status update, reply, share etc.
Profile Description - Filter by key phrases that users might have listed in their profile bio
Publisher - Filter by social platform such as Twitter or Instagram
Sentiment - Drill down to posts of a certain sentiment (i.e. only look at negative posts)
Adaptive Listening Rules

63
Adaptive Listening Cheat Sheet
Rule Types Data Dimensions Actions Triggered Notes
1. Post-based
Rule. Each rule in
the campaign is
matched against
each incoming
‘post’ and
specified action is
taken.
● Author name
● Display name
● Profile description
● Language
● Location
● Gender
● Category
● Content
● Followers count
● Friends count
● Image (is present)
● Keyword
● Group (of keywords)
● Klout score
● Mention Type
● Publisher (Source)
● Sentiment
Actions can be internal to
MutualMind or external.
Internal actions:
1. Add to list
2. Create task
3. Reclassify
(sentiment) as
4. Send email
5. Tag
External action:
Webhook - event
notification for third party
systems that listen to
Webhooks
Lists can be used as input
(allow additional filtering for
users and locations) or
outputs.
There are two types of lists:
1. User Profile Lists
a) Human created lists: as a
filter for author/display name
b) Machine Learned:
populated as rule(s) are
matched
2. Location lists – e.g. a user-
defined list of cities that
comprise a metro area e.g.
NY area
Trends-based
rules are based on
stats for a
sepcified time
window
1. Keyword volume
2. Tag volume
3. Sentiment
1. Create task
2. Send email
3. Webhook
Change in stats (e.g volume
increase) can be specified as
a number, percentage or a
multiple of standard deviation

64
Help and Resources
Need more help or documentation? Consult these online resources:
• MutualMind Help Portal
• MutualMind on Slideshare
• MutualMind Videos
• @MutualMind on Twitter
Additional Questions? Contact our support team:
• support@mutualmind.com -- for general questions
• tickets@mutualmind.com -- for reporting issues

info@mutualmind.com
214.699.9424
16200 Addison Road, Suite 100
Addison, TX 75001
@mutualmind
#listensmarter

MutualMind Quickstart Setup Guide 2015

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