WOMMA Webinar
Essential Technologies Every Word of Mouth Marketer Should Know About
June 17, 2009 Clay McDaniel & Xavier Jimenez, Presenting

Agenda
• Welcome!
• Introductions…
• Context and Goals
• Section 1: Listening & Monitoring Tools
• Section 2: Editorial, Publishing, & Content Syndication Tools
• Section 3: Other Cool Measurement and Monitoring Tools
• QnA + Wrap-Up
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Welcome!
“Thank-You’s” all around…
• YOU… for attending today’s Webinar
• WOMMA… for enabling today’s session
• ALL the brilliant devs and innovators… for the countless
thousands of hours and millions of lines of code required to
produce all of these tools!
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Introduction
Clay McDaniel
• Principal & Co-Founder, Spring Creek Group
• Seattle, Washington
• Fly-fisherman, dad, Sounders supporter, sunny bike commuter
Xavier Jimenez
• Principal + Analytics Practice Head, Spring Creek Group
• Seattle, Washington
• Rugby coach, dad, chili pepper enthusiast
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Context, Part II (courtesy Michael Mann)
McCauley (DeNiro):
“How did you get this information?”
Cezar (Voight):
“It’s out there. Just floating around.
You just gotta know how to grab it.
See, I know how to grab it.”
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Goals
1.Present a cross-section of the useful tools, apps, and web
services offerings out there today.
2.Provide the list in a context and framework that
marketers will find useful, given our roles.
3.Respect your time… by creating value & addressing Q’s
(fyi, use Webinar Questions and/or tweet Q’s with
#womma. We’ll address most popular Q’s at the end).
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Caveats
1.This list of tools isn’t complete, exhaustive, or perfect…
but hopefully it’s a good starting point for everyone
2.If your favorite app or site isn’t included in our list today,
don’t take it personally. We all make mistakes .
3.If you’d like to let us and others know about a new one,
tweet it to @springcreekgrp *and* hashtag it #womma
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Different Purposes, Different Tools…
The Social Media Web
Listening and Monitoring Tools
Other Cool Monitoring and
Measurement Tools
Answers
Content Publishing and Syndication Tools
YOU [“The Savvy Marketer”]
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Our Point of View:
Let data drive Brand & Product management…
Social Media Marketing: Key Activities & Dependencies
Time
Listening, Monitoring, & Analysis
Channel Strategy Customer Engagement & Marketing
& Planning Program Execution
We find this methodology to be the best way to turn ideas into actions
that drive positive business outcomes.
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Roadmap
1.Listening & Monitoring Tools
2.Editorial, Publishing, & Content Syndication Tools
3.Other Cool Measurement & Monitoring Tools
4.QnA + Wrap-Up
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Section 1: Listening, Monitoring &
Measurement Tools
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Google Alerts
Free or Paid?
• Free
Where?
• Google.com/alerts
Key Info + What It Does:
• News, blogs + forums, videos
• Collects, summarizes, and
provides email summary
“clipping service” with links
• Frequency configurable
• Links to original content
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Twist
Free or Paid?
• Free
Where?
• http://twist.flaptor.com
Key Info + What It Does:
• Twitter trending for 1 day, 7days, 30 days
• Allows multiple searches for key terms,
hashtags within twitter
• Shows % of total conversations, allows
for drill down into specific date range.
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TweetDeck
Free or Paid?
• Free (desktop application)
Where?
• www.tweetdeck.com/beta
Key Info + What It Does:
• Monitor Twitter with multiple columns,
groups, saved searches and automatic
updates
• Now can add multiple twitter accounts
perfect for marketers and bloggers
• Facebook status is integrated
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TruCast from Visible Technologies
Free or Paid?
• Paid / Licensed
Where?
• www.visibletechnologies.com
Key Info + What It Does:
• Blogs, forums, comments, anything else
likely to be indexed by search engines…
• Scored for sentiment
• Deep insights and analytics Dashboard
• Integrated “Engagement Manager”
functionality to manage outreach and
engagement / follow-up workflow
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Radian6
Free or Paid?
• Paid / Licensed
Where?
• www.radian6.com
Key Info + What It Does:
• Blogs, forums, comment threads, tweets,
etc.…
• Highly configurable & customizable
Dashboard for analysis and insights
• Engagement and outreach capabilities
enabled
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SM2 from Techrigy
Free or Paid?
• Paid / Licensed
Where?
• www.techrigy.com
Key Info + What It Does:
• Blogs, forums, comment threads, tweets,
etc.…
• Deep data warehouse of social media
data going back 2+ years
• Deep analysis features
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Collective Intellect
Free or Paid?
• Paid / Licensed
Where?
• www.collectiveintellect.com
Key Info + What It Does:
• Blogs, forums, comment threads, tweets,
etc.…
• Author and domain mapping across
social media Web
• Automatic categorization of
conversations and content / context
insights
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Additional SM Monitoring Tools
Twitter only:
• Monitter (http://www.monitter.com/)
• Twitter fall (http://twitterfall.com)
• WeFollow (http://www.wefollow.com)
• CrowdEye (http://crowdeye.com/ )
• #hashtags (http://hashtags.org)
Blogs, Forums, and elsewhere in social media land:
• Scout Labs (www.scoutlabs.com)
• Technorati (www.technorati.com)
• Alltop + Alltop Search (www.alltop.com)
• BuzzDing (www.buzzding.com)
• + several others called out in the comment thread… (http://bit.ly/5QkTV)
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Section 2: Editorial, Publishing, & Content
Syndication Tools
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TubeMogul
Free or Paid?
• Free + Paid
Where?
• www.tubemogul.com
Key Info + What It Does:
• Video content syndication to multiple
(YouTube & 15+ others) UGC video websites
• Simultaneous uploading and meta-data
population
• Views and other content engagement metrics
for “owned” and un-managed videos
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Co-Tweet
Free or Paid?
• Free
Where?
• www.cotweet.com
Key Info + What It Does:
• Twitter account management and tweet
publishing for brand accounts, accounts with
numerous contributors
• Tweet scheduling & editorial calendaring
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HootSuite
Free or Paid?
• Free
Where?
• www.hootsuite.com
Key Info + What It Does:
• Twitter account management and tweet
publishing for brand accounts, accounts
with numerous contributors
• Tweet scheduling
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Section 3: Other Cool Measurement &
Monitoring Tools
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Twendz
Free or Paid?
• Free
Where?
• Twendz.waggeneredstrom.com
Key Info + What It Does:
• Twitter
• Configurable search tool which allows
searching across history of public tweet
timeline, basic sentiment assessment,
and tag cloud/context
• Approximate volume and tweet velocity
metrics
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Trendrr
Free or Paid?
• Free
Where?
• www.trendrr.com
Key Info + What It Does:
• Multiple data sources
• Configurable dashboard to
see which brands, topics,
memes are “trending”
across social media Web
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We feel fine
Free or Paid?
• Free
Where?
• www.wefeelfine.org
Key Info + What It Does:
• We Feel Fine is a data collection engine
that automatically scours the Internet
every ten minutes, harvesting human
feelings from a large number of blogs.
• Uses awesome data visualization tools to
show sentiment in great detail.
• Limited to 1500 pre configured “feelings”
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BrandTags
Free or Paid?
• Free
Where?
• www.brandtags.net
Key Info + What It Does:
• Crowdsourced brand identity tag clouds
• “Gotta give to get” – requires visitors to
offer up their own brand perceptions to
see brand tag clouds
• “You are what they say you are” writ
large…
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Meteor Solutions
Free or Paid?
• Paid
Where?
• www.MeteorSolutions.com
Key Info + What It Does:
• Tracks content sharing and “pass-along”
of pages / site URL’s, deeply and over
time
• Analytics app offers insight not just into
sources of site traffic, but sources of
greatest community WOM velocity
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Additional SM Measurement Tools
Twitter:
• Twinfluence (http://www.twinfluence.com/)
• TwitterGrader (http://twitter.grader.com)
• Klout (http://www.klout.net)
Elsewhere in social media land:
• Bit.ly [for tracking link clicks] (http://bit.ly)
• Facebook Lexicon (www.facebook.com/lexicon)
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Question & Answer…
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Post-Webinar Follow Up: Additional Answers to Top Questions
Submitted via Webinar panel and #womma hashtag…
• Q1: “This list of tools is helpful, but it’s hard to know where to start.”
▫ A1: “We agree, with so many applications and tools out there to assist brand, product, and marketing managers for the social media space. Our recommendation is to start by setting
up and using 2-3 of the Free tools we highlight in this deck, particularly in Sections 1 and 3: 1-2 for blogs/forums/news, and 1-2 for Twitter. After some time, you will get a feel for the
volume, quality, and ‘cadence’ of information you can receive from these tools. Armed with this experience under your belt, you can determine if expanding your toolset (potentially
licensing one or more of the Paid apps we highlight) to either add data collection and analytics “horsepower” OR to fill in capabilities and address other requirements your team has.
If we were starting from scratch, we would set up for our business or brand: (1) Google Alerts; (2) TweetDeck; (3) And use a variety of the other analytical tools such as Twendz,
Twist, Technorati (all those “T’s”!), and others on an ad-hoc basis as we see fit to further investigate and test theories about the community conversation online.”
• Q2: “How do you identify the best tool, or tools, to use?”
▫ A2: “That really comes down to your requirements, and aligning your selection of tools accordingly. Our recommendation is to first identify the key business goals and success metrics
or ‘Key Performance Indicators’ which you will use to measure and manage your social media presence and your ability to positively impact and support your customers online. Once
you have a short-list of the qualitative and quantitative metrics you plan to use on a regular basis to manage your brand presence, then you should investigate the many different
Free tools and applications available to determine which one(s) best and most easily can provide the data to you necessary to calculate these metrics on a regular basis. Secondly, we
think it’s important to define what you mean by “best”…. If you mean breadth, depth, and timeliness of the data, then we feel that most of the apps highlighted in this list fit the bill
in terms of being the most comprehensive, stable, and consistent performers out there and available today. However, each of the vendors of these tools has built apps with different
and unique capabilities and features. Therefore, your ideal approach is to start by experimenting with several of the Free tools available to monitor blogs/forums/communities +
Twitter, and determine as quickly as possible which one(s) line up best with your team’s needs and requirements. Rather than there being one “best” app or tool for a particular task,
we have the benefit of many different ones, each with slightly different features, capabilities, and user-experience benefits. By consequence, there isn’t necessarily one “best” tool
or app, much as there isn’t one “best” piece of hardware in a carpenters’ toolbox. Instead, the carpenter fills his or her toolbox with numerous different tools, each one specialized in
its form, function, and cost to match particular tasks which the carpenter may face in the course of a day’s work. Similarly, experimenting with and settling on a small “suite” of
applications and tools which are used regularly (for some purposes) and ad-hoc (for other purposes) is likely to be the outcome for most marketers. For practical purposes, we have
found that managing and utilizing a portfolio of about 3-5 different, but complementary, tools is typically a reasonable and appropriate approach that will offer both the breadth and
depth of data collection and analysis necessary for most marketers to stay informed, engaged, and connected with the range of online conversations and commentary that matters
most to their business.”
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THANK YOU!
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