Using Free Tools To Monitor The Web: How To Collect Information 
That Aligns With Your Business Goals

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Slides from the three-hour workshop I lead at the Social Media Summit in Toronto on April 30, 2009. The workshop was titled, "Using Free Tools To Monitor The Web: How To Collect Information 
That Aligns With Your Business Goals"

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Using Free Tools To Monitor The Web: How To Collect Information 
That Aligns With Your Business Goals

  1. 1. Using Free Tools To Monitor The Web: How To Collect Information That Aligns With Your Business Goals Social Media Summit April 30, 2009 Mark Goren | PlantingSeeds.ca
  2. 2. TODAY’S AGENDA • The different reasons to listen to online conversations • Understanding the concept of RSS feeds and how to set up a RSS reader • The importance of keyword selection • Knowing where to listen to online conversations • Preparing to respond and initiate online conversations when necessary
  3. 3. DEMONSTRATIONS • RSS + newsreaders • Twitter Search • Other Twitter Tools: URL shorteners, BackTweets • FriendFeed Search • Comment tracking
  4. 4. WHAT IS SOCIAL MEDIA?
  5. 5. After 2/3 full days at this conference, what does social media mean to you?
  6. 6. REALLY, WHAT IS SOCIAL MEDIA? • Certainly not the static web • It’s a living, breathing series of conversations • That travel from one site to another to another to another to another... • And it’s people driven, not company driven
  7. 7. CHARACTERISTICS OF SOCIAL MEDIA More specifically: • User-generated content • Not traditional media • Grassroots and unregulated • Super speedy
  8. 8. PLANTING SEEDS + SOCIAL MEDIA Three ways to think about it: 1. You’re planting seeds across the web 2. You’re asking others to plant seeds on your behalf 3. People are planting seeds – good or bad – for you
  9. 9. “Being in social media doesn’t mean anything if you’re not listening.” – Sharon Hunter, my friend
  10. 10. SOCIAL MEDIA STARTS WITH MONITORING L R I 1. Listening 2. Responding 3. Initiating Taking baby steps, getting comfortable, finding your way.
  11. 11. SOCIAL MEDIA STARTS WITH LISTENING LR I Listening, Responding, Initiating It’s all one activity, an ongoing process, an approach to commit to
  12. 12. WHY MONITOR ONLINE CONVERSATIONS?
  13. 13. Who here is already monitoring?
  14. 14. WHY MONITOR ONLINE CONVERSATIONS? 1. To understand what people are thinking in near real-time 2. To gain insights you can apply to your branding and messaging 3. To plan your online communications strategy 4. To gain business intelligence
  15. 15. WHY MONITOR ONLINE CONVERSATIONS? 1. To understand what people are thinking in near real-time – Free focus group research – Gauge what people are thinking “right now” 2. To gain insights you can apply to your branding and messaging – Use insights to improve what you’re already doing – Offline + online
  16. 16. WHY MONITOR ONLINE CONVERSATIONS? 3. To plan your online communications strategy – To say, “Thanks!” – To say, “Ah, not quite” – To help others 4. To gain business intelligence – Generate leads – Learn about competitors, industry – Product development
  17. 17. WHY MONITOR ONLINE CONVERSATIONS? Basically to change perceptions about your brand and humanize it
  18. 18. WHY MONITOR ONLINE CONVERSATIONS? To think about: • This is not a numbers game • To create relationships, you have to read • Conclusion: Be in it to learn, not to count
  19. 19. WHAT DO I DO WITH THIS INFORMATION? Learn Plan Create Adapt
  20. 20. WHAT TO LISTEN FOR • The basics Company name Company URL Campaign keywords Public facing figures Product names Product URLs Competitors Critical issues Source: http://www.thenewpr.com/wiki/pmwiki.php?pagename=WhatToMonitor.HomePage
  21. 21. WHERE TO MONITOR • Social Networks • Blogs • News Twitter Search Technorati Media mentions FriendFeed Search Google Blog News wires Search Wikipedia Press release Bloglines pickups SocialMention Blog Pulse Google news search Message Boards Ice Rocket Comments
  22. 22. WHERE TO MONITOR General search engines • Roll up your sleeves • Set up “Alerts” (Demonstration coming up...) • Read files, for example: PDFs
  23. 23. Remember, you are who Google says you are!
  24. 24. MONITORING TOOLS
  25. 25. WHERE TO START 1. Choose your keywords 2. RSS + Newsreaders 3. Expand your tool box
  26. 26. WHERE TO START 1. Choose your keywords – Define listening objectives – Keyword strategy development – Trial and error – Adjust and listen
  27. 27. WHERE TO START 2. RSS + Newsreader (or Google Alerts) – Pull keyword search results into an aggregator – Or have them sent by email – Alerts that you choose – You’re not visiting all these sites, they’re visiting you • LET’S DEMONSTRATE!
  28. 28. WHERE TO START 3. Expand your tool box – Twitter Search – Other Twitter Tools: URL shorteners, BackTweets – FriendFeed Search – Delicious – SocialMention – BoardTracker
  29. 29. THE MOVING CONVERSATION
  30. 30. A PRACTICAL EXAMPLE You create a blog post • A case where you’re listening, responding and initiating conversations 1. People comment on the post at your site 2. People link to your post on Twitter and Facebook 3. People link to your post on their blog 4. People bookmark your post on Delicious 5. People aggregate their content on FriendFeed
  31. 31. A PRACTICAL EXAMPLE You create a blog post 1. People comment on the post at your site – Moderation alerts – BackType/CoComment/Disqus 2. People link to your post on Twitter and Facebook – Twitter Search – BackTweets – Status/posted links – Facebook fan page 3. People link to your post on their blog – Keyword monitoring – Google Blog Search, Technorati, Social Mention...
  32. 32. A PRACTICAL EXAMPLE You create a blog post 4. People bookmark your post on Delicious – Subscribe directly on Delicious – Social reader 5. People aggregate their content on FriendFeed – FriendFeed search
  33. 33. BUT REMEMBER, YOU’RE NOT THE ONLY ONE WRITING ABOUT YOUR BRAND
  34. 34. THAT’S WHY YOU HAVE TO LISTEN.
  35. 35. FINAL THOUGHTS
  36. 36. THE NEXT LEVEL OF MONITORING • Why go with a paid service? 1. More in-depth analysis 2. Watch trends develop 3. Drill down to in learn even more about: – The influencer – Overall sentiment
  37. 37. AGAIN, WHY MONITOR? • Intelligence = power • Know the good and bad • Change perceptions, humanize • Plan your response • Plan how you’ll initiate
  38. 38. AGAIN, WHY MONITOR? • Be in the game • Next generation will only be on the web
  39. 39. MORE DEMONSTRATIONS? PAID MONITORING? QUESTIONS?
  40. 40. ABOUT MARK GOREN Social Media Consultant After 10 years working in marketing as a copywriter at several traditional advertising agencies, Mark turned his attention and creative thinking to the field of social network marketing, all so he can help businesses reach people on their terms. Since starting his consultancy, Mark has helped launch a makeup brand at a national department store chain, been retained to develop, plan and brand a careers website for the Canadian trucking industry, and formed strategic partnerships with local agencies. Clients he has worked with throughout his career include: Air Canada, Air Canada Technical Services, Michelin North America (Canada) + BFGoodrich Tires, Aeroplan, Alcatel, and The Gazette (Montreal’s English language daily newspaper). Non-profit work includes an award-winning campaign for The Youville Centre (Ottawa), Home Hospice (Toronto), The Old Brewery Mission (Montreal) and The Gazette Christmas Fund (Montreal). Mark is also particularly proud to have contributed to the groundbreaking “The Age of Conversation”, an unprecedented book project that saw over 100 bloggers contribute one-page chapters related to conversational marketing. Proceeds from the book, which launched July 16, 2007, are earmarked for Variety, the children’s charity. To date, over US$11,000 has been raised. A second collaborative effort is due to be launched in September 2008. In January 2008, Mark was invited to contribute to the MarketingProfs Daily Fix blog, the world’s fifth leading marketing blog, joining industry luminaries from all different marketing disciplines.
  41. 41. ABOUT MARK GOREN Mark can be reached: • By phone: 514-969-1725 • By email: mark@transmissionmarketing.ca • On LinkedIn: http://www.linkedin.com/in/markgoren • On Twitter: http://twitter.com/markgoren • On Facebook: http://www.facebook.com/people/Mark_Goren/565765090 • On Skype: TransmissionCC • On MSN: mark.goren@hotmail.com You can also read + comment on Mark’s blog: http://plantingsseds.ca Or even subscribe: http://feeds.feedburner.com/planting_seeds

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