Reputation Monitoring - Industrial Strength


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Industrial Strength Reputation Monitoring and Management presentation from Pubcon 2009 by Brian Chapppell. View and download the infographic used in the preso. here:

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Reputation Monitoring - Industrial Strength

  1. 1. Industrial Strength Reputation Monitoring and Management<br />By Brian Chappell<br />
  2. 2. Two businesses:<br />La Farm Bakery<br />Walmart<br />Any city, USA<br />Cary, NC<br />
  3. 3. Everybody is talking about Walmart<br />
  4. 4. No one is talking about La Farm<br />
  5. 5. La Farm Bakery<br />1 mention in the last 3 months<br />
  6. 6. Walmart<br />10,000 mentions <br /> just last night<br />
  7. 7. 10,000!<br /> How do you <br />keep track of all that?<br />
  8. 8. Reputation <br />Monitoring<br />Plan<br />
  9. 9. 1.<br />Make sure that you get <br />the most important data <br />
  10. 10. and...<br />
  11. 11. 2.<br />Make sure the right people<br /> see the right data<br />
  12. 12. How do you get the right data to the right people in the most efficient way?<br />
  13. 13. <ul><li> Monitor (tools)</li></li></ul><li><ul><li> Monitor (tools)
  14. 14. Talk to top people</li></li></ul><li><ul><li> Monitor (tools)
  15. 15. Talk to top people
  16. 16. Identify keywords</li></li></ul><li><ul><li> Monitor (tools)
  17. 17. Talk to top people
  18. 18. Identify keywords
  19. 19. Eliminate noise</li></li></ul><li><ul><li> Monitor (tools)
  20. 20. Talk to top people
  21. 21. Identify keywords
  22. 22. Eliminate noise
  23. 23. Analyze data</li></li></ul><li><ul><li> Monitor (tools)
  24. 24. Talk to top people
  25. 25. Identify keywords
  26. 26. Eliminate noise
  27. 27. Analyze data
  28. 28. Act on the data</li></li></ul><li><ul><li> Monitor (tools)
  29. 29. Talk to top people
  30. 30. Identify keywords
  31. 31. Eliminate noise
  32. 32. Analyze data
  33. 33. Act on the data
  34. 34. Optimize as needed</li></li></ul><li>Tools<br /><ul><li> Not easy to manage all the mentions - tool is the most important part of the puzzle
  35. 35. Do you try to build your own solution or go with a vendor?
  36. 36. Self-made in-house tool - custom dashboard and monitoring solution
  37. 37. Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few
  38. 38. Does the service have an API?
  39. 39. How far back does the vendor have data for - Look for solutions that give you at least 6+ months
  40. 40. Does the tool have CRM integration? ie. Salesforce
  41. 41. Sentiment Analysis - how is it handled? Manual or Automatic - If its automatic what level of accuracy is it? Take Automated sentiment analysis with a grain of salt
  42. 42. Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise
  43. 43. You need a tool that is flexible enough to work with your business. This can be accomplished by customizable User Interfaces, custom tagging and assigning of jobs to key individuals</li></li></ul><li>Keyword Targeting<br /><ul><li> For heavily talked about terms, don’t rely on “brand name” only keyphrase monitoring
  44. 44. Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific
  45. 45. Break out keyword buckets that clarify distinct campaigns being run:
  46. 46. sub brands
  47. 47. important people within the organization
  48. 48. Competitors
  49. 49. If you are trying to compare brand health with competitors then make sure you are using an equivalent number of positive and negative keyword modifiers: i.e. brand name + good, brand name + sucks
  50. 50. Make sure you use enough negative key phrases to eliminate the noise. i.e. ring tones, porn, Viagra, and common branded terms that are not about your brand</li></li></ul><li>Noise Elimination<br /><ul><li> Getting a good clean stream of news is worth the $$ most tools charge
  51. 51. Understand how your vendor or solution eliminates noise behind the scenes
  52. 52. Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions
  53. 53. White list and blacklist sites
  54. 54. Use specific keyword variations to filter excess noise
  55. 55. Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful
  56. 56. If you really need to, outsource this process – find a cost effective way to get the noise removed
  57. 57. Amazon Turk is a very powerful, robust platform that can serve this task well</li></li></ul><li>Refined Mentions <br /><ul><li> This is the data you are after, minimal noise, only mentions of your brand / competitors that you want
  58. 58. Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces
  59. 59. Have the ability to assign certain posts and threads to the right channels / individuals inside of the organization</li></li></ul><li>Analysis<br /><ul><li> Are you reporting on Social Media Metrics such as number of mentions, brand health, and other demographic details? All can be derived from a Reputation Monitoring Process.
  60. 60. Define what you can do to better serve your customers
  61. 61. Identify key global/regional trends
  62. 62. Supplement your marketing department with information on bloggers/website owners that are worth reaching out to
  63. 63. Don’t rely on auto-sentiment brand health. 70-80% accuracy isn't good enough to be completely hands off</li></li></ul><li>Take Action<br /><ul><li> ACT ON IT - doing something about the data
  64. 64. Altering the brand health is not an easy task.
  65. 65. Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis
  66. 66. Find the golden nuggets inside of your streams</li></li></ul><li>Optimize<br /><ul><li> Continue to reconfigure and revisit the accuracy of keyphrases and negative keyphrases
  67. 67. Crosscheck with RSS feeds, and Yahoo Pipes to make sure you are finding all the data that is pertinent. Blogspot is heavily spammed and used by many for legit purposes
  68. 68. Remember do not alter your keyphrases too much or will skew trending of results
  69. 69. Utilize equivalent number of negative and positive keyword modifiers when analyzing brand health or comparing share of voice of competitors</li></li></ul><li>The result of this process:<br />
  70. 70. Imagine...<br />
  71. 71. Imagine...<br />Instead of <br />Unruly Customers<br />
  72. 72. Imagine...<br />Instead of<br />Unruly Customers<br />You Have<br />Fans<br />
  73. 73. Imagine...<br />
  74. 74. Imagine...<br />Instead <br />Of Fans<br />
  75. 75. Imagine...<br />Instead <br />Of Fans<br />You have<br />Fanatics<br />
  76. 76. Imagine...<br />
  77. 77. Imagine...<br />Instead of having to come up with new ideas<br />
  78. 78. Imagine...<br />Instead of having to come up with new ideas<br />Your customers tell you what they want<br />
  79. 79. Imagine...<br />
  80. 80. Imagine...<br />Instead of pushing content to indifferent<br />audiences<br />
  81. 81. Imagine...<br />Simply<br />activate the links of customers already interested<br />Instead of pushing content to indifferent<br />audiences<br />
  82. 82. The Possibilities Are Endless<br />Get Creative!<br />
  83. 83. Thank You!<br />Blog<br /><br />Twitter<br />@brianchappell on Twitter<br />Email<br /><br />