Thus far we've been looking at the types of social monitoring systems that can be used for free. But there are some fee-based systems that are really important. And what I want to do is give you an overview of a couple of them. In this one we're gonna be focusing on one called Radian6, but as you go through this particular MOOC, you'll also hear about IBM Social Media Analytics or SMA, and the IBM Blue Mix system as other for-fee systems. The key is for-fee systems give you capabilities you can't get on the free systems and that is something you may want to look at as you get more and more into developing your own social strategies. The thing that they really bring you are four key things. The first thing they do is they give you a historical perspective. Social really started around 2007, and so you can actually go back and look at the trends since that time, across all levels of the social pyramid, or any one that you want to look at. All the way up to today. So what it allows us to do is to look, for example, at you and your competitors over the course of say a year or two years, to see how things ebbed and flowed, how topics were developed, what sort of things were happening in social at that time, and be able to get a real depth of experience to see seasonality or other sorts of trends to see what's going on. For example, if your competitors run a big advertising campaign, even if it's traditional media, there should be a social media bump with that, and so you can kinda see what's going on for you and your competition very easily. Second, it gives you more complex monitoring. In other words, I now, instead of looking at one term, like you did with social mention, you put one term into a whole lot of social mention tabs to figure out things. Now we can do them in one concentrated effort, to get a lot more complex as to what we're looking at. They also link to real time marketing systems. For example, You can put into Radian6 things that you wanna watch that are actually triggers or triggers for crisis. And, that allows you to immediately find a record where somebody's talking bad about you, drag it over over to the sales force system, because sales force owns Radiant6. And then have your sales force actually contact that person. And finally it gives you a way to deeply monitor the levels of the social pyramid. In other words, we can find influencers at every level and every area in the social pyramid. And we can also deeply analyze them. So let me give you a brief overview of what Radiant6 does. The thing that you do, is you actually build Radiant6 into the SMA from IBM. You build it using a topic profile. And so a topic profile, they actually have a builder. But what you do is say. What are your brands? Okay so you may have 5 different products, or 7 or 8 different brands. And what you do is for each brand you'll say, let's say we're doing Lego, we might say it's Lego it's Lego this, Lego that, you can put in dozens and dozens of terms that essentially define your brand, that they can find in a document, and again a document is just a tweet, or a blog, or whatever. And allows you to figure that out. So you develop your brands. And if you look across the top, then once you do that, you can then develop your competition. So if I'm Lego and I want to look at Mattel, I not only look for Mattel but I might look for Barbie, Ken, The Power Rangers, whatever they might happen to have as products. I can do that for all the competition, then I can look at keywords, remember we're looking for keywords using social mention. You'd put those in here. You can also look at industry terms and so fourth. And you go through and you can filter things, you can look at a specific language and so fourth. You build it on. So what you're gonna do in these types of systems is you build multiple of these topic profiles. To allow you to understand what your market's doing. Then what it does it allows you to filter by region, by language, and all sorts of different things to clean it up the way you want to. For these sorts of things you not only have, just like you do in social mention, you can say here's the term I'm looking for. Here's the things I want to suppress that aren't really related to what I'm looking for, to get the cleanest one. Then at the end they do what you see here on the right, they estimate the number of documents you're going to get on a periodic basis. The reason they do that is these for-fee systems charge on the number of documents you're gonna look at. And so they allow you to estimate that so you may want to say I don't wanna pay that much. I'll tighten up my criteria. And you go back and forth to do it, but that's how it works. The document is a unit of charging for these types of systems. So what you do then, before your topic profile you begin to develop a dashboard, and this is an actual dashboard we were doing for a company. And what we're looking for is key things. So we have trend reports, which show us what's happening across the social pyramid over time. We can also look at the competitors over time. We can do word clouds and so forth. I'll show you some of the key deliverables you get out of these systems, which is really taking the next step in terms of social analytics. One of the things you can do, is you can track trends over time. So what you see is a pie chart that shows the distributed number of people in Twitter and different levels of the social pyramid that are happening for a given time. You see that in the pie chart. We can also look at them overtime, as you see up in the left. The key thing is that unlike any other tool the social monitoring tools are all live and real. So for example, if you look up in the left hand side you see a spike that comes up a little before May 6th, the key is I could hover over that particular dot with my cursor, and I can actually click on that and it would allow me then to build a word cloud or other sorts of analysis of what's happening that specific day and that specific area. Likewise, on a pie chart, I can point at brands being Twitter, click on that, and actually see what it is. So the key is what it does is it shows you overall performance. Then you can bore down on anything that you see that's like, oh that's interesting I wonder what is going on there. You can get into that, and really get deep into the data. One of the other things it does is it allows you to build what are called word clouds, and the way you see a word cloud is a central big thing in red, the big term is what it's built around. Then you see that there are all sorts of terms around that, okay. And what they're looking for is the different pieces of what's going on. These are different terms that are most used. The size of the terms says it's more used than other ones so the bigger it is, the more it's being used. The different colors represent different levels in the social cloud and you actually code it up to say if it's Twitter I wanted this color. If it's on Facebook, I want it that color. If it's on a video site, I want a different color. So it allows you to not only see what they're talking about and where they're talking about, but how they're doing it. Over on the right, you see the same thing. This was actually for a low testosterone product. If you look at it over on the right, I can then break out the conversations that are positive about it versus negative. Unlike a social mention, these systems are much better at picking up the positive and negative using things like what you saw with Lexalytics. To make it much more accurate as to what it's finding. So I can look at different things and I can also click on every one of these terms and produce a word cloud just for that term. Or I could do a trend report or any other thing. It gives you total freedom to bore down into these to figure out what's going on. Once you've paid for it, you can do as many as these sorts of analyses as you want forever just using the initial data poll or you can keep it up to date by adding a new day every day it happens. The next thing it does is it influences the report. These are very very detailed as you see on the left you can actually get down into. Who are the influencers in videos, who are the influential bloggers, who are the people that are big on Twitter or Facebook or any other type of site you want to do. And it gives you not only the first one but it gives you. Oftentimes the top 100. Again, you can bore down into that. On the right-hand side is what's called the river of news. That gives you the ability to look at actual conversations that are happening around a certain topic or an individual so I clicked on one individual. Here's the river of news. If I find they have useful stuff I can send that out to my sales force or I could actually contact them or just learn what they are doing so it allows me to get into that. And finally with the River of News, this is where you actually link to your Sales force marketing systems. So if I'm looking for a particularly troublesome term. When it comes up in real-time, I can immediately send that to my sales force to make it work. So, in summary, Radiant6 is a great tool in the for-fee area. It's something that we use in my classes at Northwestern, but I can't use them here, because of just the limitations that we have from an academic perspective, but it is a system you're gonna see and you're gonna hear words like wordcloud. Understand, that's where they came from is basically the radiant six system. When you look at IBS at main, it will take you to the next level sophistication beyond the word cloud. But this is one that gives you a lot of insight and it works just the same as social mention. It just takes it to the next level with the historical analysis and some of the capabilities it brings.
