Corporate Brand Monitoring in Social Media

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  • Corporate Brand Monitoring in Social Media

    1. Abhishek Kant [email_address] http://www.abhishekkant.net http://www.trafficviolators.com Corporate Brand Monitoring using Social Media
    2. Basics <ul><li>Measuring your site: Analytics </li></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Unique Users </li></ul></ul><ul><ul><li>PV/ Visit </li></ul></ul><ul><ul><li>Bounce Rate </li></ul></ul><ul><ul><li>Avg. Time on site </li></ul></ul><ul><ul><li>No. of Comments </li></ul></ul><ul><ul><li>% New Visits </li></ul></ul><ul><ul><li>Traffic Sources & Keywords </li></ul></ul><ul><li>RSS Aggregation </li></ul><ul><ul><li>Online Readers </li></ul></ul><ul><ul><li>Desktop Readers </li></ul></ul>http://www.abhishekkant.net
    3. Track this! That is my photo you tagged ! Do you think product x is worth buying? I am hosting an XBOX party! Who wants to come? What happens offline is discussed online & What happens online is discussed online
    4. Permanent Broader Outreach http://www.abhishekkant.net Blogs Ads Reports Events Neutrality Credibility Permanence Searchability Interconnection Reach
    5. 49 mn internet users in India 7.5 hrs spent on internet/ week (18-35 Males)
    6. Social Media Strategy http://www.abhishekkant.net
    7. What is being said.. <ul><li>Company Name (Microsoft, Oracle, TrafficViolators) </li></ul><ul><li>Department Name (MSR, Research) </li></ul><ul><li>Company URL (trafficviolators.com) </li></ul><ul><li>Public facing figures (bill gates, steve ballmer) </li></ul><ul><li>Product name, Product URLs (Oracle, AIR, Vista) </li></ul><ul><li>Competitors (google, linux, redhat) </li></ul><ul><li>Topics of Interest (open source, security) </li></ul><ul><ul><li>Get more keywords using google adwords & live adlab </li></ul></ul>http://www.abhishekkant.net
    8. Where is it being said.. <ul><li>Industry sites </li></ul><ul><li>Authority Sites </li></ul><ul><li>Long Tail Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Social Networks </li></ul><ul><li>Rich Media </li></ul><ul><li>Status Messages </li></ul><ul><li>Also, in sponsored communities </li></ul>http://www.abhishekkant.net
    9. Blog Strategy http://www.abhishekkant.net
    10. Mindset <ul><li>Dialogues vs Messages </li></ul><ul><li>Embrace positive and negative feedback </li></ul><ul><li>Listening Proactively </li></ul><ul><li>Transparency = Trust = Influence </li></ul><ul><li>Plan for contingency </li></ul>
    11. Community Norms <ul><li>An individual is the focus </li></ul><ul><li>Be seen as honest (accept mistakes readily) and responsible (DON’T LIE EVER) </li></ul><ul><li>Tune communication to be spontaneous and passionate (few spelling mistakes are fine) </li></ul><ul><li>Show your human side vs corporate side </li></ul><ul><li>Treat communities like you're visiting someone's house </li></ul><ul><ul><li>Bloggers trust each other more </li></ul></ul><ul><li>Don’t try to over-manage the blog conversations </li></ul>http://www.abhishekkant.net
    12. Blog Strategy http://www.abhishekkant.net
    13. Find Early Adopters <ul><li>Engaging with Enthusiasts: </li></ul><ul><ul><li>Gain trust </li></ul></ul><ul><ul><li>Get to know them </li></ul></ul><ul><ul><li>Ask for help (don’t command) </li></ul></ul><ul><li>Enthusiastic Internal Folks </li></ul>
    14. Blog Strategy http://www.abhishekkant.net
    15. Community Favorability (CoFav*) http://www.abhishekkant.net * Copyright by Abhishek Kant
    16. How to track Walled Garden http://www.abhishekkant.net
    17. Industry sites <ul><li>techmeme.com </li></ul><ul><li>boingboing.com </li></ul><ul><li>blogstreet.com/ </li></ul><ul><li>Mouthshut.com </li></ul>http://www.abhishekkant.net
    18. Authority Sites <ul><li>digg.com – latest news </li></ul><ul><ul><li>Check doggdot.us for consolidation digg+slashdot+del.icio.us </li></ul></ul><ul><li>technorati.com – blog search, tag, watchlist & popular </li></ul><ul><li>blogstreet.com – blog buzz, blog live </li></ul><ul><li>bloglines.com </li></ul><ul><li>reddit.com/search.rss?q=MVP </li></ul><ul><li>Icerocket.com </li></ul>http://www.abhishekkant.net
    19. MicroBlogging <ul><li>summize.com </li></ul><ul><li>tweetscan.com </li></ul><ul><li>pownce.com </li></ul><ul><li>http://www.google.com/coop/cse?cx=007873026666759118973%3Aqmswfl-luui </li></ul><ul><li>friendfeed.com </li></ul>http://www.abhishekkant.net
    20. Long Tail Blogs <ul><ul><li>Google Alerts ( www. google .com/ alert s ) </li></ul></ul><ul><ul><ul><li>News </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Web </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Groups </li></ul></ul></ul><ul><ul><li>News Sites (http://news.yahoo.com & http://search.live.com/news ) </li></ul></ul><ul><ul><li>Comments: Cocomment.com </li></ul></ul>http://www.abhishekkant.net
    21. Rich Media <ul><li>Youtube.com </li></ul><ul><li>Flickr.com </li></ul><ul><li>Slideshare.com </li></ul>http://www.abhishekkant.net
    22. Social Bookmarks <ul><li>del.icio.us </li></ul><ul><ul><li>Popular, recent news, subscriptions, search </li></ul></ul><ul><li>ma.gnolia.com </li></ul><ul><li>Stumbleupon.com </li></ul>http://www.abhishekkant.net
    23. Social Networks <ul><li>facebook.com </li></ul><ul><li>orkut.com </li></ul><ul><li>Linkedin.com </li></ul>http://www.abhishekkant.net
    24. Your Toolkit <ul><li>bloginfluence.net </li></ul><ul><li>trends.google.com </li></ul><ul><li>google – Hot Trends </li></ul><ul><li>blogpulse.com </li></ul><ul><li>MSN Messenger status/ Gmail status/ Yahoo status </li></ul><ul><li>Yahoo Q&A </li></ul>http://www.abhishekkant.net
    25. Blog Strategy http://www.abhishekkant.net
    26. Questions http://www.abhishekkant.net [email_address]

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