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How to Plan and Manage Your
Social Media Monitoring
Giles Palmer
CEO, Brandwatch
giles@brandwatch.com
Tel: +44 (0)1273 234...
Some Stats
Social media marketing growing at 35% per annum 
$14bn industry in 3 years
>60% Comms professionals say Social...
40% of companies looking at SMM in 09, doubling from 08
16% were using paid for tools in 09
Social data (excluding private...
So how are Companies doing it?
© 2010 Brandwatch | www.brandwatch.com 5
Watch Twitter only
Who: Lots of people such as ASDA, First Direct
How: Free stuff - Twitterfall, tweetdeck, hootsuite,
How...
Add Google alerts
Quoted everywhere as a good way to monitor the web
BUT
• Coverage is <10%.
Query: Gatorade Period: 1 mon...
Use blog & forum engines
Blogpulse, Google Blog search/Bing, Boardreader
Omgili, Google forums
 Time bandits
FRUSTRATION
...
First steps into professional world
Outside in:
• Read about products online
• Ask around
• Come to conferences
• Take som...
Inside out
• Figure out what the company is trying to achieve [BIG
picture]
• Find an ally at a senior level
• Suck up to ...
OBJECTIVES - tips
Monitoring vs marketing – it’s blurry
Align with org. structure
Think longish term
Tie into simple stuff...
Fitting into org. structure
E.On
DEPARTMENTS
PR, Brand & comms, Talent, Retail, Renewables…
WHAT DO THEY WANT TO TRACK?
Br...
Find the conversations –
Getting the queries RIGHT
ALWAYS underestimated in terms of time and effort
Disambiguation exampl...
© 2010 Brandwatch | www.brandwatch.com 14
(
(merc OR mercedes)
(
-"2nd hand" -"Asking price" -"careful owner" -"commercial...
Editing queries – FALSE EFFECTS
© 2010 Brandwatch | www.brandwatch.com 15
Benchmarking
1. Webstats
2. Conversion rates
3. Volume of conversation
4. Sentiment
5. Competitors
6. Type of conversation...
Benchmarks – DIFFERENT INDUSTRIES
© 2010 Brandwatch | www.brandwatch.com 17
1. The most popular brands have an unmanageabl...
Benchmarks – INTERESTING MENTIONS
© 2010 Brandwatch | www.brandwatch.com 18
CiscoHonda
E.on
Pantene
Not interesting
(e.g. ...
Benchmarks – VOLUME
© 2010 Brandwatch | www.brandwatch.com 19
Benchmarks – SENTIMENT
© 2010 Brandwatch | www.brandwatch.com 20
Only show users WHAT THEY NEED
• Custom dashboards
• Read only dashboards
• Reports
© 2010 Brandwatch | www.brandwatch.com...
Getting it right can take TIME
and ITERATIONS
© 2010 Brandwatch | www.brandwatch.com 22
ROI example
For one client, in a 1 month period
Number of posts tracked ~100,000
Filtered to 4,500
Actual engagements < 2%...
Our tempting OFFER
THANK YOU for listening
Giles Palmer
giles@brandwatch.com
@joodoo9
24© 2010 Brandwatch | www.brandwatch...
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Brandwatch - How to Plan and Manage Your Social Media Monitoring

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Transcript of "Brandwatch - How to Plan and Manage Your Social Media Monitoring"

  1. 1. How to Plan and Manage Your Social Media Monitoring Giles Palmer CEO, Brandwatch giles@brandwatch.com Tel: +44 (0)1273 234 293 ©2010 Brandwatch | www.brandwatch.com
  2. 2. Some Stats Social media marketing growing at 35% per annum  $14bn industry in 3 years >60% Comms professionals say Social Media monitoring is one of their biggest challenges Number of tool options >200 © 2010 Brandwatch | www.brandwatch.com 3
  3. 3. 40% of companies looking at SMM in 09, doubling from 08 16% were using paid for tools in 09 Social data (excluding private) increased by 250% in 2010 Facebook now more valuable than Ebay © 2010 Brandwatch | www.brandwatch.com 4
  4. 4. So how are Companies doing it? © 2010 Brandwatch | www.brandwatch.com 5
  5. 5. Watch Twitter only Who: Lots of people such as ASDA, First Direct How: Free stuff - Twitterfall, tweetdeck, hootsuite, How good: Good for engaging, less so for reporting Issues No analysis Big picture / little picture © 2010 Brandwatch | www.brandwatch.com 6
  6. 6. Add Google alerts Quoted everywhere as a good way to monitor the web BUT • Coverage is <10%. Query: Gatorade Period: 1 month Google Alerts 684 | Brandwatch 12,115 • Reporting • Query writing Conclusion not great © 2010 Brandwatch | www.brandwatch.com 7
  7. 7. Use blog & forum engines Blogpulse, Google Blog search/Bing, Boardreader Omgili, Google forums  Time bandits FRUSTRATION © 2010 Brandwatch | www.brandwatch.com 8
  8. 8. First steps into professional world Outside in: • Read about products online • Ask around • Come to conferences • Take some trials  Realise there is no magic bullet   come to more conferences! © 2010 Brandwatch | www.brandwatch.com 9
  9. 9. Inside out • Figure out what the company is trying to achieve [BIG picture] • Find an ally at a senior level • Suck up to the CMO/Marketing Director • Get some resource (people & £) • Set clear BIG picture objectives • Work with pros to make sure you nail it [SMALL picture] • Monitor it and show progress © 2010 Brandwatch | www.brandwatch.com 10
  10. 10. OBJECTIVES - tips Monitoring vs marketing – it’s blurry Align with org. structure Think longish term Tie into simple stuff like webstats Include online news…. © 2010 Brandwatch | www.brandwatch.com 11
  11. 11. Fitting into org. structure E.On DEPARTMENTS PR, Brand & comms, Talent, Retail, Renewables… WHAT DO THEY WANT TO TRACK? Brand, plants, competitors, lobby groups, sponsorship, campaigns © 2010 Brandwatch | www.brandwatch.com 12
  12. 12. Find the conversations – Getting the queries RIGHT ALWAYS underestimated in terms of time and effort Disambiguation example – http://en.wikipedia.org/wiki/Comet © 2010 Brandwatch | www.brandwatch.com 13
  13. 13. © 2010 Brandwatch | www.brandwatch.com 14 ( (merc OR mercedes) ( -"2nd hand" -"Asking price" -"careful owner" -"commercial vehicles" -Kubica -"Nico Michael"~10 -"Crumball Rally" -"drag racing" -"E Auto Rally" -"FMDSH" -"for sale" - "formula 1" -"formula 2" -"formula one" -"formula two" -"Free Ads" -"full service history" - "going cheap" -"good condition" -"gran turismo" -"gumball rally" -"hill climb" -"le mans" -"FSH MOT"~10 -"mileage taxed"~10 -"mongol rally" -"MOT mileage"~10 -"MOT taxed"~10 -"moto gp" -"motor bike" -"motor bikes" -"motor cycle" -"motor cycles" -"motor home" -"motor racing" -"motor sport" -"Need for speed" -"no reserve" -"offers welcome"~5 -"Pick up" -"quick sale" -"rac rally" -"rally championship" -"rally gb" -"remote control" - "road rally" -"second hand" -"seller type" -"selling cheap"~10 -"selling my car" -"selling offers"~10 -"service history MOT"~10 -"Stock car"…. ) -title:("for sale" OR leasing OR lease OR leased) -((site:twitter OR bid*) AND (raw:£ OR ebay)) -(dtm AND (Rockenfeller OR autosport OR race OR qualify OR practice OR qualifier OR eurosport OR f1sa OR vln OR premat OR racing OR Tomczyk OR ring OR ZANDVOORT OR nurburgring))…. ) AND (location:uk OR site:facebook.com OR site:youtube.com OR site:linkedin.com)
  14. 14. Editing queries – FALSE EFFECTS © 2010 Brandwatch | www.brandwatch.com 15
  15. 15. Benchmarking 1. Webstats 2. Conversion rates 3. Volume of conversation 4. Sentiment 5. Competitors 6. Type of conversation © 2010 Brandwatch | www.brandwatch.com 16
  16. 16. Benchmarks – DIFFERENT INDUSTRIES © 2010 Brandwatch | www.brandwatch.com 17 1. The most popular brands have an unmanageable number of daily mentions 2. The volumes vary with industry; people only blog etc.. about things they are passionate about Daily mentions* of Videogame s Electronics Fashion Cosmetics Business services Beer ...most popular brands in that industry 17,000 e.g. Halo Reach 12,000 e.g. Ipad 4,000 e.g. Nike 3,000 e.g. Chanel 2,000 e.g. Xerox e.g. Budweiser400 z 15 3 e.g. Samsung R780 13 e.g. La Redoute 8 e.g. Charles Worthington 1 e.g. Lumigent e.g. Kronenbourg20 ...less popular brands e.g. Tron: evolution * Based on average Sept data for 5 popular and less popular brands
  17. 17. Benchmarks – INTERESTING MENTIONS © 2010 Brandwatch | www.brandwatch.com 18 CiscoHonda E.on Pantene Not interesting (e.g. passing mention) Interesting to read Interesting and worth acting on 99% 1% c. 0.1% 65% 2% 33% 79% 20% 1% 24% 52% 24%
  18. 18. Benchmarks – VOLUME © 2010 Brandwatch | www.brandwatch.com 19
  19. 19. Benchmarks – SENTIMENT © 2010 Brandwatch | www.brandwatch.com 20
  20. 20. Only show users WHAT THEY NEED • Custom dashboards • Read only dashboards • Reports © 2010 Brandwatch | www.brandwatch.com 21
  21. 21. Getting it right can take TIME and ITERATIONS © 2010 Brandwatch | www.brandwatch.com 22
  22. 22. ROI example For one client, in a 1 month period Number of posts tracked ~100,000 Filtered to 4,500 Actual engagements < 2% Number of increased views 25,000 Increase in positive tonality 11% Decrease in negative tonality 25% ROI 558%
  23. 23. Our tempting OFFER THANK YOU for listening Giles Palmer giles@brandwatch.com @joodoo9 24© 2010 Brandwatch | www.brandwatch.com Free access for 1 month www.brandwatch.com/ For first 10 sign ups put MSM10 in the description field
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