Reputation Monitoring - Industrial Strength

Industrial Strength Reputation Monitoring and Management
By Brian Chappell

Two businesses:
La Farm Bakery
Walmart
Any city, USA
Cary, NC

Everybody is talking about Walmart

No one is talking about La Farm

La Farm Bakery
1 mention in the last 3 months

Walmart
10,000 mentions
just last night

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

Reputation
Monitoring
Plan

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)
Talk to top people

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
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
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

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 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

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

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

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

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

The result of this process:

Imagine...

Imagine...
Instead of
Unruly Customers

Imagine...
Instead of
Unruly Customers
You Have
Fans

Imagine...

Imagine...
Instead
Of Fans

Imagine...
Instead
Of Fans
You have
Fanatics

Imagine...

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

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

Imagine...

Imagine...
Instead of pushing content to indifferent
audiences

Imagine...
Simply
activate the links of customers already interested
Instead of pushing content to indifferent
audiences

The Possibilities Are Endless
Get Creative!

Thank You!
Blog
IgniteSocialMedia.com/blog
Twitter
@brianchappell on Twitter
Email
Brian@ignitesocialmedia.com

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Reputation Monitoring - Industrial Strength

by Brian_Chappell on Nov 12, 2009

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