Which listening tool should I use?
1
OVERVIEW
There are some key definitions to understand before being trained on these social
listening platforms:
•
Natural Language Processing (NLP) is computer-based learning to identify
language, sentiment, pronouns and relationship extraction (e.g. In a system that has
NLP, it would recognize the word it as Coke: “I love Coke. I drank it today.”).
–
–
Netbase and Sysomos use NLP for sentiment for a limited set of languages
Netbase takes further advantage of NLP by utilizing a stemming algorithm which
reduces words to their stem and includes variations in the search string (e.g. ‘bottle’ in
Netbase will automatically stem to include bottle, bottles, bottling and bottled for the
user.
•
Firehose topics/searches are those that capture 100% of relevant Twitter
conversation based on the search string (applicable to Netbase).
•
Decahose topics/searches are those that capture a statistically-representative 10%
sample of Twitter conversation based on the search string (applicable to Netbase).
•
Volume Boost is used to extend the limitations of real time content flowing into
Sysomos Heartbeats when search queries go beyond the maximum daily thresholds
(especially applicable to Coca-Cola). Even with volume boosts in place, they will not
always get 100% of relevant content.
2
KEY FEATURES & DIFFERENCES
Both
Availability
Access for all; unlimited licenses
Weibo (China); VK (Russia)
Content
Periodic Removal of spam and
irrelevant content
New Firehose topics are goforward (need historic decahose)
Blogs, Forums, Online News,
Twitter, Facebook
Branded and Unbranded
Queries
Content
Enrichments
Demographics; Geolocation
Dashboards
Visualize branded conversation,
influencers, competitors,
sentiment, & campaigns
Customizable
Native sentiment engine for IT, JP
Language
Support
Analysis
Stemming for 7 NLP languages
Native sentiment engine for 5
languages: EN, FR, DE, ES, PT
Keyword Plus (partial NLP support)
feature for additional 30 languages
Keyword Search for 37
languages
Additional quantitative metrics
(unique participants)
Qualitative analysis via streams
of real time content as well as
word clouds
Ability to segment conversation
by multiple themes at one time
Youtube, Instagram, Google+,
Flickr, LinkedIn, Wikipedia
MAP: Facebook and Youtube are
available for past 30 days only
Heartbeat: Data Cap (‘volume
boost’)
Additional pre-defined views
(most RT’ed tweets; BuzzGraph)
Translations of certain languages into
others
Can only filter in 40 languages
Keyword Search for 186 languages
Additional pre-defined views to
identify, learn about, and
understand influencers
3
Example platform use
cases if I want to:
• Visualize the trend of Fanta mentions over time (or any other topic)
Both platforms
can be used for
these use cases!
• Identify & learn more about key Coca-Cola fans, advocates, & influencers
participating in branded conversation (or any other topic)
• See the words and phrases that consumers use most often when talking
about Obesity (or any other topic)
• Compare Coca-Cola conversation to Diet Coke, Coke Zero, Pepsi, RC Cola
and Soda Stream (or other brand names)
• Perform a longitudinal analysis on a Aspartame over time, assessing what
impacted changes in quantitative metrics (or any other topic)
Best for deep dive,
quantitative analytics
• Want to compare the sub-themes of Open Happiness, Share a Coke and
Holidays are coming within Coca-Cola conversation (or other variations)
• Perform an ad hoc analysis on all #oscarnoms tweets after the
conversation started (or any other hashtag, conference, study, topic)
Best for high-level, simplified,
efficient ad hoc analysis
• Need to quickly understand if my campaign is getting the most traction on
Twitter, Facebook, Online News or Forums and how metrics differ
between the channels (or any other topic)
4
TOOLS ENABLE KEY LISTENING FUNCTIONS
Sysomos & Netbase are in fact very similar platforms because they both:
Global
Connections
 Map content volume over time, by channel or network
 Drill down to view specific content & conversations around a brand,
topic, or keyword
 Identify & learn more about key fans, advocates, & influencers
participating in the conversation
 Benchmark brand’s social share of voice against competitor
mentions
 Include coverage of various data sources: blogs, message boards,
forums, Twitter, YouTube, Facebook & news sites.
 Track sentiment changes over time, topics, and specific content
 Provide content & sentiment in multiple languages
 Visualize key themes & trends for a brand or topic
However, they do have some unique features as seen on the next slide..
10/4/2015
Classified - Internal use
5
Global
Connections
KEY FEATURES & DIFFERENCES
Boolean Query Building
Natural-language
processing (NLP) in 7
languages: EN, FR, DE,
IT, JP, PT, ES
Addl sources: Weibo
(China), VK (Russia)
Cleansing & training of
data often required; reFirehose topics are gostandardization of topics
forward only (rely on
Keyword based
Standardized
Standardized,
Access for all
decahose for previous
topics for $B
existing containers
with
trending)
Captures brand mentions,
brands, 11 issues,
for 15 $B brands &
unlimited
influencers, competitors,
2 World Events
11 business topics
licenses
Themes built as
sentiment, & campaigns
- ask Whitney
needed to reuse
Access for
Data cap in heartbeat (addl
standardized topics
Data sources: blogs, message
all;
cost for volume boost); no
for multiple
boards, forums, Twitter,
unlimited
data cap in MAP
purposes (segment
Facebook, online news
licenses
Addl sources: Google+,
conversation)
YouTube, Instagram
Costs: none for global
Dashboards & Visual Graphs
Real-time visualizations: Crisis/Topic
$B brands; $1800/brand
Tracker, Brand Correlation Mapping
heartbeat/month
if
not
Native sentiment
Branded &
engine for 5 languages: global brand.
Wizard removes
unbranded
query
EN, FR, DE, ES, PT
irrelevant data/noise
research
In MAP, Facebook
Boolean Query Building
and Youtube are
Innovative vendor willing to
through simplified
Users can only
for past 30 days
co-create with Coke to
interface
filter in 40
only
address business needs
languages
10/4/2015
Classified - Internal use
6
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TOOLS ENABLE KEY listening FUNCTIONS