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SOCIAL MEDIA INSIGHTS CAN ENHANCE WHAT YOU DO
T HE DIGITAL LANDSCAPE
W HAT T RUFFLENET DOES Powerful automated search + Intelligent human analysis = Actionable research What? Millions of data points So What? Information What next? Insight
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
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=
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”
H OW YOU CAN MONITOR Free Cheap Tools
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 ?
3 PITFALLS 1. Computers don’t understand sentiment, irony, sarcasm 2. Importance of Twitter over- rated; Forums under-rated 3. Metrics without meaning
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?
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?
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?
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?
S OME OF OUR CLIENTS
H OW TO SELL DIGITAL INTELLIGENCE Data with a purpose  Linked to specific activities  Ready to respond  Objective assessment 
matthew.cain@trufflenet.com

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Open road training

  • 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 