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. 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. 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. So how are Companies doing it?
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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. 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. Use blog & forum engines
Blogpulse, Google Blog search/Bing, Boardreader
Omgili, Google forums
 Time bandits
FRUSTRATION
© 2010 Brandwatch | www.brandwatch.com 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. 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. 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. 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. 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. © 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. Editing queries – FALSE EFFECTS
© 2010 Brandwatch | www.brandwatch.com 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. 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. 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. Benchmarks – VOLUME
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19. Benchmarks – SENTIMENT
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20. Only show users WHAT THEY NEED
• Custom dashboards
• Read only dashboards
• Reports
© 2010 Brandwatch | www.brandwatch.com 21

21. Getting it right can take TIME
and ITERATIONS
© 2010 Brandwatch | www.brandwatch.com 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. Our tempting OFFER
THANK YOU for listening
Giles Palmer
giles@brandwatch.com
@joodoo9
24© 2010 Brandwatch | www.brandwatch.com
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