Essential Technologies Every WOM Marketer Should Know About

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

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
6/16/2009 WOMMA Webinar

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!

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

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.”

Goals
Present a cross-section of the useful tools, apps, and web services offerings out there today.
Provide the list in a context and framework that marketers will find useful, given our roles.
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) .

Caveats
This list of tools isn’t complete, exhaustive, or perfect… but hopefully it’s a good starting point for everyone
If your favorite app or site isn’t included in our list today, don’t take it personally. We all make mistakes  .
If you’d like to let us and others know about a new one, tweet it to @springcreekgrp *and* hashtag it #womma

Different Purposes, Different Tools… Content Publishing and Syndication Tools Listening and Monitoring Tools 6/16/2009 WOMMA Webinar The Social Media Web Other Cool Monitoring and Measurement Tools YOU [“The Savvy Marketer”] Answers

Our Point of View: Let data drive Brand & Product management… 6/16/2009 WOMMA Webinar Time Social Media Marketing: Key Activities & Dependencies We find this methodology to be the best way to turn ideas into actions that drive positive business outcomes. Channel Strategy & Planning Customer Engagement & Marketing Program Execution Listening, Monitoring, & Analysis

Roadmap
Listening & Monitoring Tools
Editorial, Publishing, & Content Syndication Tools
Other Cool Measurement & Monitoring Tools
QnA + Wrap-Up

Section 1: Listening, Monitoring & Measurement Tools 6/16/2009 WOMMA Webinar

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

Twist
Free or Paid?
Free
Where?
http://twist.flaptor.com
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.

TweetDeck
Free or Paid?
Free (desktop application)
Where?
www.tweetdeck.com/beta
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

TruCast from Visible Technologies
Free or Paid?
Paid / Licensed
Where?
www.visibletechnologies.com
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

Radian6
Free or Paid?
Paid / Licensed
Where?
www.radian6.com
Blogs, forums, comment threads, tweets, etc.…
Highly configurable & customizable Dashboard for analysis and insights
Engagement and outreach capabilities enabled

SM2 from Techrigy
Free or Paid?
Paid / Licensed
Where?
www.techrigy.com
Deep data warehouse of social media data going back 2+ years
Deep analysis features

Collective Intellect
Free or Paid?
Paid / Licensed
Where?
www.collectiveintellect.com
Author and domain mapping across social media Web
Automatic categorization of conversations and content / context insights

Additional SM Monitoring Tools
Twitter only:
Monitter ( http://www.monitter.com/ )
Twitter fall ( http://twitterfall.com )
WeFollow ( http://www.wefollow.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 )

Section 2: Editorial, Publishing, & Content Syndication Tools 6/16/2009 WOMMA Webinar

TubeMogul
Free or Paid?
Free + Paid
Where?
www.tubemogul.com
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

Co-Tweet
Free or Paid?
Free
Where?
www.cotweet.com
Twitter account management and tweet publishing for brand accounts, accounts with numerous contributors
Tweet scheduling & editorial calendaring

HootSuite
Free or Paid?
Free
Where?
www.hootsuite.com
Twitter account management and tweet publishing for brand accounts, accounts with numerous contributors
Tweet scheduling

Section 3: Other Cool Measurement & Monitoring Tools 6/16/2009 WOMMA Webinar

Twendz
Free or Paid?
Free
Where?
Twendz.waggeneredstrom.com
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

Trendrr
Free or Paid?
Free
Where?
www.trendrr.com
Multiple data sources
Configurable dashboard to see which brands, topics, memes are “trending” across social media Web

We feel fine
Free or Paid?
Free
Where?
www.wefeelfine.org
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”

BrandTags
Free or Paid?
Free
Where?
www.brandtags.net
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…

Meteor Solutions
Free or Paid?
Paid
Where?
www.MeteorSolutions.com
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

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 )

Question & Answer… 6/16/2009 WOMMA Webinar

THANK YOU! 6/16/2009 WOMMA Webinar

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Essential Technologies Every WOM Marketer Should Know About

by Word of Mouth Marketing Association on Aug 25, 2009

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Essential Technologies Every WOM Marketer Should Know About — Webinar Transcript