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1 YOU INNOVATE. WE COMMUNICATE. CLICK TO EDIT MASTER TITLE STYLE SOCIAL MEDIA RESEARCH DIGITAL Waggener Edstrom Worldwide I Ged Carroll I 29 01 2008
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YOU INNOVATE. WE COMMUNICATE.
CLICK TO EDIT MASTER TITLE STYLE
SOCIAL MEDIA RESEARCH
DIGITAL
Waggener Edstrom Worldwide I Ged Carroll I 29 01 2008
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IN THIS PRESENTATION
• Social media discovery – Brief– Approach to research – Tools
• Social media monitoring• Premium social media tools
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SOCIAL MEDIADISCOVERY
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THE BRIEF
Understand what it is that we actually want to find out:• Do we want a global picture?• Do we want a UK picture?• A European picture? (If so what does Europe mean?)• How visible is the client?• Is a competitor analysis required?
What kind of social media are we looking at?• Baseline is looking at their position on Google and examining inbound links• B2B will tend to be blogs and possibly twitter, LinkedIn or Xing• B2C likely to be all of the above, plus flickr, Facebook, YouTube
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SOCIAL MEDIA DISCOVERY
Baseline Search B2B B2C
Global Google Yahoo! Site ExplorerGoogle search-based keyword tool Google keyword tool
Google Blog SearchQuarkbaseIcerocketGoogle video search
Facebook searchQuarkbaseTwitter searchIcerocketFlickr search
UK Google Yahoo! Site ExplorerGoogle search-based keyword tool Google keyword tool
BritishblogsQuarkbaseGoogle Blog SearchGoogle video search
BritishblogsQuarkbaseGoogle Blog SearchFacebook searchTwitter searchGoogle video searchFlickr search
Europe Google Yahoo! Site ExplorerGoogle search-based keyword tool Google keyword tool
TwinglyQuarkbaseGoogle Blog SearchGoogle video search
Twingly Microblog searchQuarkbaseGoogle blog searchGoogle video searchFlickr search
Increasing complexity and granularityIncreasing complexity and granularity
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7 out of 10 web journeys start from search, so Google is the best place to startFor local searches (UK, Germany etc) the local Google site is best. Search engines have the one global index but optimise results for local marketsSearches can be filtered and refined to tease out results
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GOOGLE SHORT CUTS
“” exact phrase: “Ged Carroll”
- Excluded words: “Ged Carroll” -Waggener
~ Similar words: ~mobile phone will provide results including cellphone cellular etc
OR either: “Ged Carroll” or “renaissance chambara”
… Number range: “Ged Carroll 2006…2008
define: Definition – define:PR gives links to definitions of PR
site: site-specific search – site:microsoft.com “Windows Vista”
link: finds webpages with links to a site or web page – link:wagged.com
1+1 Search engine as calculator
m in foot conversions of different units
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GOOGLE SHORT CUTS CONTINUED
filetype:pdf Type of file: “cathedral and the bazaar” filetype:pdf
01295 find out where an area code is
YHOO stock ticker symbol
time in - Local time in another major city: time in Tokyo
Shenzhen: info – get the skinny from Wikipedia on a particular subject
Inurl: unsure on the exact – for instance to find presspass - inurl:presspass
100 GBP in USD currency convertor
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SEARCH
In search you are trying to discover:Who links to a clients site or a competitor: is there any crossover? Are there any back-links?What words Google associates with their siteWhat other ‘key words’ should be associatedYou can infer other information based on the value of the words, amount of searches and and the semantics of similar words
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QUARKBASE
Think of Quarkbase as a social media dashboard that provides a temperature reading across a wealth of different sitesYou have to view the data holistically but you can infer a lot of information about a site from it
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BRITISH & EUROPEAN SEARCH
There isn’t a definitive way of separating sites by their locationMost of Europe is easy because of the linguistic differencesWith English you need to think about the semantics of language: •colour vs color•grey vs gray•sulphur vs sulfur
Otherwise its hard work
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SOCIAL MEDIAMONITORING
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SOCIAL MEDIA MONITORING
Many of the search tools looked at earlier will provide an RSS feed for future findsThis can convert our snapshot into a moving picture – monitoringUsing Yahoo! Pipes we can machine translate foreign articles and merge RSS feeds to provide a monitoring stream. Creating a ‘pipe’ is as easy as creating a flow chart in PowerPoint
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PREMIUM SOCIAL MONITORING
There is over 150 different services with different levels of sophistication that you can subscribe to varying in price from hundreds to thousands of dollars per month
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GED CARROLLWaggener EdstromTower House10 Southampton StreetLondon, WC2E 7AH, UK
[email protected]+44 (0)20 7632 3800www.waggeneredstrom.com
WAGGENER EDSTROM WORLDWIDE OFFICES
Europe: Brussels . London . Munich . Paris Asia: Beijing . Hong Kong . Singapore North America: Austin . Boston . Dallas . New York . Portland . San Francisco . Seattle . Washington Dc
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© Waggener Edstrom Worldwide 2008
