Industrial Strength Reputation Monitoring and ManagementBy Brian Chappell

Two businesses:La Farm BakeryWalmartAny city, USACary, NC

Everybody is talking about Walmart

No one is talking about La Farm

La Farm Bakery1 mention in the last 3 months

Walmart10,000 mentions just last night

10,000! How do you keep track of all that?

Reputation MonitoringPlan

1.Make sure that you get the most important data

and...

2.Make sure the right people see the right data

How do you get the right data to the right people in the most efficient way?

Monitor (tools)

Monitor (tools)

Monitor (tools) Talk to top people

Monitor (tools)

Talk to top people

Monitor (tools) Talk to top people Identify keywords

Monitor (tools)

Talk to top people

Identify keywords

Monitor (tools) Talk to top people Identify keywords Eliminate noise

Monitor (tools)

Talk to top people

Identify keywords

Eliminate noise

Monitor (tools) Talk to top people Identify keywords Eliminate noise Analyze data

Monitor (tools)

Talk to top people

Identify keywords

Eliminate noise

Analyze data

Monitor (tools) Talk to top people Identify keywords Eliminate noise Analyze data Act on the data

Monitor (tools)

Talk to top people

Identify keywords

Eliminate noise

Analyze data

Act on the data

Monitor (tools) Talk to top people Identify keywords Eliminate noise Analyze data Act on the data Optimize as needed

Monitor (tools)

Talk to top people

Identify keywords

Eliminate noise

Analyze data

Act on the data

Optimize as needed

Tools Not easy to manage all the mentions - tool is the most important part of the puzzle Do you try to build your own solution or go with a vendor? Self-made in-house tool - custom dashboard and monitoring solution Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few Does the service have an API? How far back does the vendor have data for - Look for solutions that give you at least 6+ months Does the tool have CRM integration? ie. Salesforce 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 Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise 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

Not easy to manage all the mentions - tool is the most important part of the puzzle

Do you try to build your own solution or go with a vendor?

Self-made in-house tool - custom dashboard and monitoring solution

Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few

Does the service have an API?

How far back does the vendor have data for - Look for solutions that give you at least 6+ months

Does the tool have CRM integration? ie. Salesforce

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

Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise

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

Keyword Targeting For heavily talked about terms, don’t rely on “brand name” only keyphrase monitoring Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific Break out keyword buckets that clarify distinct campaigns being run: sub brandsimportant people within the organizationCompetitors 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 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

For heavily talked about terms, don’t rely on “brand name” only keyphrase monitoring

Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific

Break out keyword buckets that clarify distinct campaigns being run:

sub brands

important people within the organization

Competitors

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

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

Noise Elimination Getting a good clean stream of news is worth the $$ most tools charge Understand how your vendor or solution eliminates noise behind the scenes Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions White list and blacklist sites Use specific keyword variations to filter excess noise Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful If you really need to, outsource this process – find a cost effective way to get the noise removed Amazon Turk is a very powerful, robust platform that can serve this task well

Getting a good clean stream of news is worth the $$ most tools charge

Understand how your vendor or solution eliminates noise behind the scenes

Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions

White list and blacklist sites

Use specific keyword variations to filter excess noise

Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful

If you really need to, outsource this process – find a cost effective way to get the noise removed

Amazon Turk is a very powerful, robust platform that can serve this task well

Refined Mentions This is the data you are after, minimal noise, only mentions of your brand / competitors that you want Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces Have the ability to assign certain posts and threads to the right channels / individuals inside of the organization

This is the data you are after, minimal noise, only mentions of your brand / competitors that you want

Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces

Have the ability to assign certain posts and threads to the right channels / individuals inside of the organization

Analysis 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. Define what you can do to better serve your customers Identify key global/regional trends Supplement your marketing department with information on bloggers/website owners that are worth reaching out to Don’t rely on auto-sentiment brand health. 70-80% accuracy isn't good enough to be completely hands off

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.

Define what you can do to better serve your customers

Identify key global/regional trends

Supplement your marketing department with information on bloggers/website owners that are worth reaching out to

Don’t rely on auto-sentiment brand health. 70-80% accuracy isn't good enough to be completely hands off

Take Action ACT ON IT - doing something about the data Altering the brand health is not an easy task. Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis Find the golden nuggets inside of your streams

ACT ON IT - doing something about the data

Altering the brand health is not an easy task.

Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis

Find the golden nuggets inside of your streams

Optimize Continue to reconfigure and revisit the accuracy of keyphrases and negative keyphrases 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 Remember do not alter your keyphrases too much or will skew trending of results Utilize equivalent number of negative and positive keyword modifiers when analyzing brand health or comparing share of voice of competitors

Continue to reconfigure and revisit the accuracy of keyphrases and negative keyphrases

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

Remember do not alter your keyphrases too much or will skew trending of results

Utilize equivalent number of negative and positive keyword modifiers when analyzing brand health or comparing share of voice of competitors

The result of this process:

Imagine...

Imagine...Instead of Unruly Customers

Imagine...Instead ofUnruly CustomersYou HaveFans

Imagine...

Imagine...Instead Of Fans

Imagine...Instead Of FansYou haveFanatics

Imagine...

Imagine...Instead of having to come up with new ideas

Imagine...Instead of having to come up with new ideasYour customers tell you what they want

Imagine...

Imagine...Instead of pushing content to indifferentaudiences

Imagine...Simplyactivate the links of customers already interestedInstead of pushing content to indifferentaudiences

The Possibilities Are EndlessGet Creative!

Thank You!BlogIgniteSocialMedia.com/blogTwitter@brianchappell on TwitterEmailBrian@ignitesocialmedia.com