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 4 (Segmentation)
June 10, 2013 for
Skydeck.Berkeley.edu
Chris Rigatuso cr@skyfollow.com
+

2. Segmentation is Who should be measured
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3. Segment?
• A Segment could be defined as Query of
– One of more topics, excluding some
– One or more brands, Excluding some
– One or more channels, excluding some
• Query definition and power varies by vendor tool
• Query design and naming convention determines breadth,
depth, and ease of understanding of aggregated results
• Actionability is defined by the relative value of the segment
vs. all others, for a given metric and segment definition
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4. 7/18/2013 SCG Skyfollow.com 4
What are they doing?
Behaviors, likes, frustrations
Where are they?
What titles, roles, events?
Demographics
Product preferences?
Notice the Use Words to
Refine Segmentation

5. 7/18/2013 SCG Skyfollow.com 5
If you cannot segment users and roles, you cannot segment markets
Can you do this by the content of blog posts and tweets?

6. Can you draw a Venn Diagram of overlapping Market segments?
Can you clearly identify overlapping set boundaries?
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7. Can you define the market segments by technical requirements and user expectations?
Keywords and their synonyms?
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8. Are industry market stats useful?
Why or Why Not?
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9. What Can Be Measured?
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10. Ten Commonly Used Listening Platform Metrics

11. SCG Clients
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12. 7/18/2013 SCG Skyfollow.com
Social Media Sensing
(Analytics, listening, monitoring)
Listen [to the market’s state now]
before you
Act [product definition & release]
Thanks
June 10, 2013
cr@skyfollow.com
+1-650-274-1045