Facebook Changes Survivor’s Guide – Part 4: Facebook’s Future

MutualMind Command Center at SoFabCon

This week MutualMind had the privilege of attending the first annual SoFabCon put on by our good friends from Bentonville, AR, Collective Bias. We were asked to set up our brand new MutualMind Command Center to monitor the posts, photos & conversations that were being generated throughout out the two-day event.

Collective Bias is a shopper media company that drives retail sales through the coordinated creation of social media stories. They do this through Social Fabric, a community of over 1,500 bloggers & social media content creators. SoFabCon (Social Fabric Conference) event came into being as a result of the vision of Collective Bias and Social Fabric community – a place “where social & shopper come together.”

Initially I thought this event would be mainly for bloggers from around the country to network and to learn how to be a better blogger. What I found was an event that harnessed the power of the connection between the Social Fabric bloggers and the entire Collective Bias Team. John Andrews and Amy Callahan – co-founders of Collective Bias – had a vision for offering brands & retailers the ability to easily connect with influential shoppers and in doing so they’ve built a true family atmosphere from the top on down to the individual blogger. The MutualMind team – Eric Gore, Eric Swayne and myself – had the opportunity to network with attendees and speakers as well as meet with many members of the fast growing Collective Bias team. The MutualMind Command Center attracted a lot of attention from retail marketers.

The entire conference and event was truly a special occasion to mark the power of these bonds and of course, celebrate the Collective Bias’ 4th birthday!

MutualMind Command Center Launches – Features Real-time Social Analytics and Engagement

We are pleased to announce the launch of MutualMind Command Center (MCC).

MCC ushers in world-class technology to bring together the latest advances in real-time social media listening, analytics and engagement for global brands and service providers.

Integrating powerful social listening, multi-lingual sentiment analysis, pre- and post-collection filtering with auto-updates & real-time response, advanced visualization and workflow management, MCC brings together the first scalable platform whose architecture is optimized for rapid deployment at far less cost versus other ‘one-off’ variations from other social monitoring legacy vendors.

Today’s socially relevant brands recognize the intrinsic value of engaging the entire social enterprise as relates to revenue generation and ROI. MCC enables visibility into and engagement with real-time, actionable big-data intelligence across all marketing and customer care functions for brands stepping up for more effective and sustainable routes to revenue.”

The MCC platform delivers 360-degree visibility by integrating MutualMind’s state-of-the-art three-mode listening methodology versus other legacy vendors’ single channel, keyword-based approach.
• Keyword based-Traditional approach based on keywords, search queries and filters
• Channels based-Listening to conversations on Facebook pages, Blog Feeds, YouTube channels, etc.
• Target Audience-MutualMind’s unique capability to listen to conversations from one or more target audiences (i.e. Word-of-Mouth, Community Influencers, Brand Advocates)

Here’s what our partners are saying.

One of the many big gains from MCC is the integration of the MutualMind AuthentrixTM feature. Authentrix enables brands with the ability to measure community influencer reach and impact across social word-of-mouth (WOM) promotions enabling marketers to quickly gauge campaign success, engage target audiences and measure social ROI.

— Bryan Kramer, CEO of PureMatter, a MutualMind partner.

MCC Implementation and White Label Capability

The full MCC suite is provided as a standardized, turnkey solution and is combined with implementation support and best-practices training. MCC is available as a white label solution for MutualMind channel partners.

Language and Location Filters for Social Listening

Language and geo-location filters for keyword listening have been part of MutualMind for a while. Today we are glad to announce that language and location pre-collection filters are part of the campaign setup. With a few clicks you can specify the languages and locations for which you want to collect listening results. Here’s an example.

This post explains how to setup the language and geo filters in MutualMind. It also answers a few commonly asked questions about how these filters work.

Getting Started

By default, we collect results from all locations and languages. Unless you make a change to these filters on the campaign setup page (Section 1, just below keywords setup), the keyword listening will include results from any language and from any location.

Follow the steps below to modify these settings.

Language Filter

We support automatic language detection for 53 languages. If you want to restrict results by one or more languages, go to language filters and select each language from the drop-down.

Location Filter

Country, country/region (e.g. US States or Canadian provinces), and metro areas (e.g. Dallas-Fort Worth) are supported. Two comments: City level support is coming soon and we will be adding more metro areas to the list. See examples below.

Below are answers to frequently asked questions about how location works for social media listening and the unique value offered by MutualMind.

How is Location Determined?

It depends on social network, privacy settings of users and data formats. Obviously, location information is not always available for every listening result. Location could be very specific or it could be vague text. We have developed proprietary algorithms and infrastructure to detect, parse and determine the location from a variety of sources: embedded metadata, self-reported information such as social bios and many other social signals.

Strict Geo-location Filters

There are times when you may only want posts with specific geographies in mind. To do that, you can set the Geo filter to “Strict”. For instance if you only want to collect posts from California, set the geo flter to “Strict” and “US > California”. If we find a post that matches the keyword(s) in the campaign and the location has been determined to be somewhere in California, then that post shows up in your campaign – otherwise it won’t make it. Be warned, the numbers tend to be lower than what you get without strict geo filtering.

We are working diligently to further improve geo-location filter feature in many ways. We’d love to hear your thoughts. Let us know how this feature has helped you and/or if you have feedback or comment about it.

What is a Social Business Command Center?

We’ve all heard the stories and seen the photos of high-profile Command Centers at Gatorade, Dell & Red Cross, but what truly is a Social Business Command Center?  Is it a room full of large display screens monitored 24/7/365? Is it a live-time social customer response tool? Is it a portal where teams within an organization can monitor customized social data feeds? Or is it an overall philosophy of how a company should listen, monitor, analyze, respond and engage with the conversations that are happening about their brand and their competitors on the social web? We believe it’s all of the above.

The process of developing a Social Business Command Center for any company or organization must first begin with creating the philosophy that around the importance of listening to conversations that are happening on the social web, delivering the content and analytics from those conversations to your team and actively participating in them.

Michael Brito has done several presentations on Social Business Command Centers and outlined the importance of such tools in this blog post earlier this year:

• Listening
• Engagement
• Building community
• Advocacy
• Content
• Product Innovation
• Psychographics and demographics of the community
• Customer support

Once a brand has made the decision to be actively involved on the social web, they must decide how to architect the most efficient, informative, visually dynamic & digestible analytics interface to the entire organization.  Up until now, these solutions have come at a high cost and were designed & developed on a one-off basis. Not any more!

The MutualMind Command Center offers first scalable platform whose architecture is optimized for rapid deployment at far less cost versus these ‘one-off’ variations offered by other social monitoring legacy vendors. Integrating powerful social listening, multi-lingual sentiment analysis, pre & post collection filtering with real-time response, advanced visualization and workflow management, The MutualMind Command Center (MCC) ushers in world-class technology to bring together the latest advances in real-time social media listening, analytics and engagement for global brands and service providers.

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