Learning To Listen: Brands' Guide Monitoring Social Media


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As services like Twitter make it ever easier for consumers to talk about brands online this presentation provides a guide on how to monitor these conversations, as well as examples of brands already doing this, as well as brands that aren't.

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  • Mindshare offer social media service ranging from conversation & buzz tracking to profile management and blogger outreach. Contact us for more info: ciaran.norris@mindshareworld.com
  • This is me on Twitter - @ciaranj – it is a personal profile, so don’t follow me if you’re offended by bad language...
  • As Cursebird.com says that I swear like an enthusiastic p*rn star. Anyway...
  • I’m not addicted to Twitter. Honest.
  • This is my idea of the worst possible conference audience.
  • What are we going to cover today?
  • Firstly, why should you listen?
  • Twitter’s growth this year has been huge...
  • And if you think back a couple of years, people said that blogging would make it a lot easier for consumers to express their opinions...
  • Yet looking at Forrester’s Social Technographic Ladder, we can see that historically, creating content has required deep engagement by the consumer; whether through knowing HTML, setting up a blog, having a video camera...
  • But with Twitter & camera phones, creating & sharing content is now incredibly easy, and the impact of this will be, and already has been, massive.
  • Because at the end of the day, everything still comes back to search. Consumers use Google as a browser – typing in URLs and brand names, so what appears here is your home page.
  • And these days, you r homepage can easily include negative content, either created or shared socially.
  • So how should you listen?
  • Cymfony was named as one of the two best listening tools on the market. It collects a remarkable amount of data, allows you to shape that as you like, and works with a variety of character sets, not just English. It’s not cheap, but is great for global, enterprise projects. Disclosure – it’s owned by WPP, Mindshare’s parent company.
  • So is ViralTracker, which allows you to track the spread of video content,allowing you to put an ROI on social/viral – you can track the cost per view/contact.
  • Delicious.com is still a very useful way of finding out how people view your content/brand. Look at what words people use to tag your content – set up an RSS feed to get alerts.
  • Tweetdeck allows you to monitor search terms on Twitter alongside your own account.
  • Whilst Tweetnnel allows multiple users to manage a single account – perfect for brands.
  • Tweetmeme tracks the spread of content across Twitter, much like TechMeme with blogs. You can also now get access to analytical data to find out how much your brand’s content is being spread.
  • Tweetfall allows you to monitor the top-level matrix of Twitter, follow the major trends, or drill down to show all mentions of particular words or phrases. We have these set up in our offices, set to our major clients.
  • The Telegraph have a massive one in their news-room. But they don’t seem to have any journalists.
  • Trendistic allows you to see how interest has ebbed and flowed for your brand or products
  • So who’s been listening?
  • When TechCrunch editor Michael Arrington had problems with his ISP Comcast, he tweeted his frustration to his audience of, at the time, nearly 500k people.
  • Luckily Comcast were monitoring Twitter, responded, and he then wrote a post praising them on his blog, with a readership of millions.
  • Whilst writing this presentation I mentioned the Comcast example of Twitter and someone from Comcast asked if I needed any help!
  • Glasses Direct were recommended to me by Kate Hughes. They use Twitter to respond to customer problems and have even gone as far as ordering a customer a pizza to get him out of a jam.
  • When two Dominos employees videoed themselves doing nasty things with pizza, hundreds of thousands of people saw the video before it was taken down.
  • But even more saw the official response, helping to put out a PR fire. They were clever enough to respond in the arena where the problem started.
  • Mindshare client Firstdirect is putting its marketing where its mouth is and is bring consumer comments directly on to its site; they have a great reputation, and thie comments only enhance this
  • Who’s not listening?
  • Their response showed no remorse.
  • And yet traffic to their site went up. I guess not every brand needs to listen. But most probably do.
  • Thanks.
  • Feel free to drop me a line.
  • Learning To Listen: Brands' Guide Monitoring Social Media

    1. 1. Learning To Listen:<br />Using social to connect brands & consumers<br />Ciarán Norris <br />Head of Social Media<br />Mindshare<br /> Keela84 on flickr<br />
    2. 2. 2<br />Mindshare SocialMedia8<br />Influencer Identification Research & Outreach<br />Conversational & Buzz Tracking<br />Natural Seeding & Social Media Optimization <br />Social Media Tracking & Viral Tracking Services <br />Paid Seeding & Social Media Advertising <br />Viral Widgets & Content <br />
    3. 3. 3<br />
    4. 4. 4<br />What does all of this mean?<br />
    5. 5. 5<br />What does all of this mean?<br />
    6. 6. 6<br />When to shoot me...<br />Cambodia4kidsorg on flickr<br />
    7. 7. 7<br />What you’ll be listening to<br />Why listen?<br />How to listen<br />Who’s listening<br />
    8. 8. 8<br />WHY<br />LISTEN?<br />
    9. 9. 9<br />Why listen?<br />
    10. 10. 10<br />Why listen?<br />So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. <br />And the effects of that increased pool of potential producers is going to be vast <br />Clay Shirky, 2004<br />
    11. 11. 11<br />Why listen?<br /><ul><li>Publish Web page
    12. 12. Publish or maintain blog
    13. 13. Upload video to sites like YouTube
    14. 14. Comment on blogs
    15. 15. Post ratings and reviews</li></ul>Creators<br />Critics<br /><ul><li>Use RSS
    16. 16. Tag Web pages</li></ul>Collectors<br /><ul><li>Use social networking sites</li></ul>Joiners<br /><ul><li>Read blogs
    17. 17. Watch peer-generated video
    18. 18. Listen to podcasts</li></ul>Spectators<br /><ul><li>None of these activities</li></ul>Inactive<br />Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery<br />
    19. 19. 12<br />Why listen?<br />Twitter turns the ladder sideways<br />
    20. 20. 13<br />Why listen?<br />Twitter turns the ladder sideways<br />
    21. 21. 14<br />Why listen?<br />Twitter turns the ladder sideways<br />
    22. 22. 15<br />HOW<br />TO LISTEN<br />
    23. 23. 16<br />Cymfony<br />HOW<br />TO LISTEN<br />
    24. 24. 17<br />HOW<br />TO LISTEN<br />
    25. 25. 18<br />Cymfony<br />HOW<br />TO LISTEN<br />
    26. 26. PC<br />Mobile<br />19<br />Twitter Tools<br />Tweetdeck<br />
    27. 27. 20<br />Tweetie<br />Tweetie<br />
    28. 28. And ensure our best content is easy to find<br />80% of search traffic goes to natural listings<br />Ensuring that crawlable, timely content is being produced will enable highly efficient acquisition of traffic<br />Work with AKQA to ensure that flash is not king<br />Plan & implement link building to drive organic listings<br />21<br />
    29. 29. Twitterfall<br />22<br />
    30. 30. Where have all the journos gone?<br />
    31. 31. Twitterfall<br />24<br />
    32. 32. 25<br />WHO<br />IS LISTENING?<br />
    33. 33. Circa 480,000 followers<br />
    34. 34. Millions of readers<br />
    35. 35.
    36. 36. Millions of readers<br />
    37. 37.
    38. 38.
    39. 39. Millions of readers<br />
    40. 40. 33<br />NOT<br />LISTENING<br />
    41. 41. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
    42. 42. 35<br />Ryanair’s response...<br />Ryanair can confirm that a Ryanair staff member did engage in a blog discussion.It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won&apos;t be happening again.Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel.<br />
    43. 43. 36<br />‘Bloggergate’<br />
    44. 44.
    45. 45. Ciarán Norris<br />ciaran.norris@mindshareworld.com<br />@ciaranj<br />