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Monitoring and evaluating conversations on the web

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  • 1. Developing Your Brand and Image Conference 30 March 2011 Monitoring and evaluating conversations on the webCharityComms is the professional membership body for charity communicators. Webelieve charity communications are integral to each charity’s work for a better world.W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk
  • 2. Monitoring and evaluatingconversations on the webGiles PalmerCEO, Brandwatchgiles@brandwatch.comTel: +44 (0)1273 234 293©2010 Brandwatch | www.brandwatch.com
  • 3. Brandwatch is a monitoring and analysis company with offices in the UK and Germany.© 2010 Brandwatch | www.brandwatch.com 4
  • 4. Some StatsSocial media marketing growing at 35% per annum $14bn industry in 3 years>60% Comms professionals say monitoring Social Media isone of their biggest challenges70% of FTSE 500 companies are doing some sort of onlineanalysis and / or engagementSocial data (excluding Facebook) increased by 250% in2010© 2010 Brandwatch | www.brandwatch.com 5
  • 5. So what’ best practice?© 2010 Brandwatch | www.brandwatch.com 6
  • 6. © 2010 Brandwatch | www.brandwatch.com 7
  • 7. © 2010 Brandwatch | www.brandwatch.com 8
  • 8. © 2010 Brandwatch | www.brandwatch.com 9
  • 9. The majority of comment about somestuff is within online news pages© 2011 Brandwatch | www.brandwatch.com 10
  • 10. But introduce something more emotionaland the profile changes© 2011 Brandwatch | www.brandwatch.com 11
  • 11. So what do you do about it?© 2010 Brandwatch | www.brandwatch.com 12
  • 12. Watch Twitter onlyWho: Lots of people such as ASDA, First DirectHow: Free stuff - Twitterfall, tweetdeck, hootsuite,How good: Good for engaging, less so for reporting. B2CIssuesNo analysisBig picture / little picture© 2010 Brandwatch | www.brandwatch.com 13
  • 13. Add Google alertsQuoted everywhere as a good way to monitor the webBUT• Coverage is <10%. Query: Gatorade Period: 1 month Google Alerts 684 | Brandwatch 12,115• NO reporting or analysisConclusion not great – check out Brandwatch alerts© 2010 Brandwatch | www.brandwatch.com 14
  • 14. Use blog & forum enginesBlogpulse, Google Blog search/Bing, BoardreaderOmgili, Google forums Time bandits FRUSTRATION© 2010 Brandwatch | www.brandwatch.com 15
  • 15. Who’s influential? Search Social InboundSite Rank ranking Traffic linking links type supplieroxfam.org.uk 48,348 157 34,666 14 117,088 Mainstream yestouchstoneblog.org.uk 45,369 112 10 61 41,535 Individual noscienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yesgreenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yesblogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yesfundraising.co.uk 42,887 568 2,150 15 3,536 Commercial noeconsultancy.com 41,839 91 187 3 32,642 Commercial noamnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yesyouthnet.org 40,798 51 899 1 26,005 Commercial yesnewphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual nojrf.org.uk 40,641 74 2,932 2 7,941 Commercial yeslivewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yesthirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial nosavethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yescommunitycare.co.uk 39,071 224 117 1 1,724 Individual norspb.org.uk 38,968 72 30,987 0 80,110 Developing yessavethechildren.net 38,127 73 933 0 46,808 Mainstream yescafonline.org 38,053 164 1,997 6 10,291 Commercial yescare2.com 37,778 134 39 22 62,902 Developing noscvo.org.uk 37,648 127 131 0 22,519 Commercial nodonation4charity.org 37,453 216 605 0 4,303 Developing nobullying.co.uk 37,440 46 5,887 0 9,222 Developing yesdogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yesbornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes © 2010 Brandwatch | www.brandwatch.com 16
  • 16. Inside out is better than outside in• Figure out what the organisation is trying to achieve• Find an ally at a senior level & get some resource• Set clear objectives• Maybe get some help• Monitor it and show progress© 2010 Brandwatch | www.brandwatch.com 17
  • 17. OBJECTIVES - tipsThis is a new form of marketingIt should align with org. structureYou need to think longish termTie it into simple stuff like webstatsInclude online newsGET THE TONE RIGHT Human, real, vulnerable, helpful© 2010 Brandwatch | www.brandwatch.com 18
  • 18. E.On - Fitting into org. structureDEPARTMENTSPR, Product & pricing, Talent, Retail, Renewables…WHAT DO THEY TRACK?Brand, plants, competitors, lobby groups, sponsorship,campaigns, events© 2010 Brandwatch | www.brandwatch.com 19
  • 19. Fit the data to the organisation© 2010 Brandwatch | www.brandwatch.com 20
  • 20. Set benchmarks1. Webstats2. Conversion rates3. Volume of conversation4. Sentiment5. Competitors6. Type of conversation© 2010 Brandwatch | www.brandwatch.com 21
  • 21. Benchmarks – INTERESTING MENTIONS 2% 1% c. 0.1% Interesting and worth 24% 1% 20% acting on 33% Interesting to read 52% 65% 79% 99%Not interesting (e.g. passing 24% mention) Pantene Honda Cisco E.on© 2010 Brandwatch | www.brandwatch.com 22
  • 22. Benchmarks – SENTIMENT© 2010 Brandwatch | www.brandwatch.com 23
  • 23. Getting it right can take TIMEand ITERATIONS© 2010 Brandwatch | www.brandwatch.com 24
  • 24. ROI exampleFor one client, in a 1 month periodNumber of posts tracked ~100,000Filtered to 4,500Actual engagements < 2%Number of increased views 25,000Increase in positive tonality 11%Decrease in negative tonality 25%ROI 558%
  • 25. Try it outCome and see what’s going on aroundyour company for freeGo to www.brandwatch.com/ and registerfor a demoput Charity in the description fieldTHANK YOU for listeningGiles Palmergiles@brandwatch.com@joodoo9© 2010 Brandwatch | www.brandwatch.com 26