This document summarizes a webinar on assessing major social media monitoring tools. It discusses the differences between social media management and monitoring tools, key considerations for monitoring tools, and provides a review of the top 10 monitoring tools, including Sysomos, Radian 6, Alterian SM2, and free monitoring options. The summary focuses on the challenges of using sentiment analysis and turning monitoring data into useful insights.
2. Webinar Series
Date Title
Completed Social Business Intelligence – An Introduction
Completed Social Business Intelligence – Assessing your
Social Strategy
Completed Social Business Intelligence – Assessing your
Competition
Completed Social Business Intelligence – Monitoring to
Engagement
TODAY Social Business Intelligence – Assessing the
Major SMM Tools
3. “Big data has the potential to empower true listening
and responding to the needs of our customers in real
time.
It will increasingly empower a contextual conversation
that creates the type of meaningful dialog that makes
social the tested way to build long-term, meaningful
connections with your target audience.”
Andrew Patterson
4. Agenda
Social Media Management Tools
Management vs. Monitoring
Key Feature Sets of Monitoring Tools
Ten Key Monitoring Tools – Review
Free Monitoring Tools
More Resources
5. Social Media Management Tools
A Social Media Management System (SMMS) is a
software tool that uses business rules and approved
employees and partners to manage multiple social
media accounts such as Facebook, Twitter, and
YouTube
This system contains features such as governance,
workflow, intelligence, and integration capabilities across
the enterprise
Altimeter Group
9. Social Media Monitoring Tools
Social Media Monitoring is the systematic observation
and analysis of social media conversations and dialogue
in discussion forums, blogs, microblogs, video and
images, social communities such as Facebook, and
online news sources.
It uses search engine technology to ‘listen’ for specific
keywords or phrases as defined by your organization
10. Management versus Monitoring
Many monitoring tools contain elements of management
tools
It is very likely you will need both types of tools
We believe that over time these tool sets and categories
will merge
We believe that monitoring tools will override as they
provide the basis of social business intelligence
(insight)
11. Key Considerations for Monitoring Tools
Ease of set up – wizards and guides
Ease of use – dashboards, drilldowns, filters
Responsiveness to change (can I re-filter?)
Coverage
– Media
– Geography
– Language (and translation)
Sentiment analysis – at what level
Location – how is it determined?
How is it filtered?
Spam filters?
12. Key Considerations for Monitoring Tools
Volume of data E.g. all tweets or selection?
Demographics What type and at what level?
Data latency How real time is it?
Text analytics What type, what levels?
Collection and storage What is the underlying
architecture? What if I want history?
Engagement Moderation, case creation, dialogue,
scheduling
Workflow Automated, team, customer
13. Other Points to Consider
Help, support and documentation
CRM integration
APIs – plug ins
Number of topics
• How much does my money buy?
User defined dashboards
Research capability
• What level of historical data is available when I start?
Licensing model and terms
• Fixed, variable, different versions
14. Ten Key Monitoring Tools
Sysomos
Radian 6
Alterian SM2
PeopleBrowsr
Brandwatch
Visible Technologies
Argyle Social
Neilson Buzzmetrics
Lithium Scout Labs
Attensity 360
There are hundreds of monitoring tools – these are our Top 10.
Disclosure – we use Sysomos and Radian 6 for our clients.
15. Sysomos
Excellent media and location
coverage including traditional
news
Both research (MAP) and
monitoring (Heartbeat) capability
Strong text analytics
Influencer analysis
Sentiment analysis
Simple ability to re filter data
Includes moderation and
engagement for Facebook and
Twitter
Workflow and integration APIs
Online translation of foreign
language posts
Pricing is fixed
16. Radian 6
Best user defined dashboards
and widgets
Complicated to set up
Great drilldown capability
Excellent media and location
coverage
Strong text analytics
Multi language but no on-the-
go translation
Strong workflow and
engagement features
Strong integration with sales
force, CRM and improving all
the time
Flash based technology
Cost is results dependent and
will grow over time
17. Alterian SM2
Excellent Share of Voice analysis
Strong sentiment analysis with
‘tone’ as well as ‘emotion’ but
done by word
Not as strong in media and
geography coverage as Radian 6
or Sysomos but you can create
key word searches in 60
languages
Easy to use
Has historic data warehouse
No research tool
Have web analytics, email
marketing and web content
management tools – need this to
get any engagement features
Competitive pricing though base
package is limited to 10,000
conversations
18. People Browsr
Audience feature
‘Community’ influencers
search for engagement
Easy to use and set up
Build dashboards on-the-
go
Competitive pricing
Sentiment analysis
2-3 years of data
Includes new ‘Kred’
service
Strong reporting
capability
Competitive licensing
19. Brandwatch
Easy to use and set up
Moderate data collection
capability
Good media coverage
Sentiment analysis not a
strength
Responsive to new data
Moderate demographics
capability
Competitive licensing costs;
UK based
17 languages, no translation
Few engagement features
Built-in Flash technology
6 month rolling data
20. Visible Technologies
Ad hoc searching is strong
Limitless search allowance
Good dashboards
Built-in Flash technology
Pricing based on rolling
data range
No traditional news
coverage
Additional languages at a
fee
Workflow and engagement
not a strength
21. Argyle Social
Strong focus as a social marketing platform with social ROI and
marketing metrics
A combination of monitoring and management – has posting features
Has workflow and engagement capability
More about campaign measurement and monitoring than general social
media monitoring
Most suitable if you are really only interested in monitoring your
marketing campaigns
22. Neilson Buzzmetrics
Very comprehensive tools
Strong reporting capabilities
Can be difficult to set up
without assistance
Strong drilldown capability
Sentiment moderation
performed offshore
Some delay in data capture
A joint offering with
McKinsey so pricing and
service aimed at multi
nationals
Engagement and workflow is
strong
Only moderate language
capability
23. Ten Free Monitoring Tools
Google Alerts
Technorati Search
Facebook Insights
Addict–o–matic
Google Reader feeds
Google Insights
Socialmention
Twitalyzer
Google Analytics
Alexia
24. Summary
Tools are the easy part
Sentiment is never correct
There is a lot of effort to turn monitoring to insight
Carefully consider the underlying premise:
• Demographics not always complete
• Only 50% of people declare their location (unknown country filter is key)
• Using IP or URL data for location is not accurate
• Other missing data from profiles
Focus on influencers, rather than volume.
26. Thank You
Contact Us
Address: iGo2 Group Pty Ltd
153 Walker Street, Level 8
North Sydney 2060
Australia
Email: contact@iGo2Group.com
Phone: +61 2 9954 0070
Website: www.iGo2group.com