Scanning through my pages of notes from yesterday’s Monitoring Social Media Conference, I know that the conference producers did something right. Highlights for me were:
Katy Howell from Immediate Future who captivated the audience, referencing Greggs the baker and Compare the Meerket campaigns. She was very clear with her recommendations about reclaming accounts and making sure you define which social media sites are official/unofficial.
Celia Pronto from STA travel gave a case study on their integration of social media and UCG into their website STATravelBuzz which offers anyone who’s booked with STA a “starter guide” to social media and gets them creating their own content which is then aggregated to the website. Another great tool - they match up people with questions with people with the info - therefore becoming the go-between rather than the company with all the answers.
Giles Palmer from Brandwatch was a energised Duracell bunny in the mid-afternoon slot, sporting a Movember tache, he talked through the definitive processes of what we were all there to hear about - “monitoring” social media. His steps were: Gather (crawl or buy in), Search (rank by relevance, create streams), Analyse (inbound links / author tags), Check sentiment. His recommendation for measurement of sentiment was, put very simply - small volumes: crowdsource; large volumes: use bots.
Sentiment seemed to be a key word coming up around analysis and Marshall Sponder went into more detail about this (he stepped in last minute, so his presentation was even more impressive). Now things ramped up toa techy pace that everyone appreciated. He quoted the Forrester Wave report and confirmed what other speakers had been saying - a stat is not an insight, you need to drill down into the stat to get the insight. He stated that there are currently no standards on sentiment - positive, neutral and negative and the only company managing sentiment properly is Crimson Hexagon. He argued that in “most social media platforms are not capable of advanced semantics analysis or meme clustering”.
@jennielees was liveblogging from the event and wrote an some an excellent summary post of the event, which I can’t even try to better.