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How To Listen To Your Brand

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What is being said about you on blogs, social networks, in comments, and in the news? This presentation shows you how to monitor brands and keywords with free …

What is being said about you on blogs, social networks, in comments, and in the news? This presentation shows you how to monitor brands and keywords with free tools.

http://www.noop.nl
http://www.jurgenappelo.com

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  • 1. How to Listen to Your Brand (Monitoring Your Brand with Social Media) jurgen@mellowbillow.com – version 3 image by aloshbennett
  • 2. Jurgen Appelo writer, speaker, entrepreneur... www.jurgenappelo.com
  • 3. Get my new book for FREE! m30.me/ss
  • 4. People talk… are you listening?People talk… are you listening?People talk… are you listening?People talk… are you listening?People talk… are you listening?
  • 5. complaints compliments competitors opportunities risks copyrights customers relations fans Why listen?Why listen?Why listen?Why listen?Why listen? image by kevindooley
  • 6. The world is a big place… What are you going to listen to? image by alexkess
  • 7. Step 1: Define search criteria Keywords: “Your Brand”, “Some Topic”, “Any Name” Links: yourbrand.com, sometopic.com, anyname.org Tags: #yourbrand, #sometopic, #anyname The balancing act… … needs continuous refinement not too many, not too few… not too generic, not too specific… image by Pink Sherbet
  • 8. Step 2: Match with media types Search on: Web News Blogs Microblogs Bookmarks Blog comments Social comments Forums / groups Images Video Audio Search term: “Your Brand” “Some Topic” “Any Name” yourbrand.com sometopic.com anyname.org #yourbrand #sometopic #anyname ?
  • 9. Step 3: Choose search strategy Deep Search For example: only pictures and videos, but including every comment and bookmark Wide Search For example: everything (news, blogs, tweets, etc.) but excluding details like comments and bookmarks image by wvs
  • 10. Step 4: Select search tools
  • 11. results of our own research… (disclaimer: informal analysis during 2 weeks with just 7 keywords)
  • 12. images by jeffagogo And then you get a flood of data…
  • 13. Will you read all this?
  • 14. Step 5: Separate into channels Different frequencies Check some stuff every day, other stuff once per week Different content types Mixing videos, tweets, and bookmarks doesn’t work well Different readers Determine who will be monitoring which channels image by wili hybrid
  • 15. Step 6: Aggregate, Filter, Sort Aggregate feeds Combine similar feeds into one Filter noise Remove unwanted results with additional keywords Sort results Order the results in date descending image by faith globe
  • 16. a bit of rewiring...
  • 17. images by jeffagogo
  • 18. Step 7: Select, Read, Bookmark images by jeffagogo
  • 19. sharing... filtering... acting...
  • 20. Now you’re listening…
  • 21. @jurgenappelo (twitter) slideshare.net/jurgenappelo jurgenappelo.com (site) noop.nl (blog) management30.com (book)
  • 22. Appendix: Search Tools (with feeds) BackTweets http://backtweets.com/ Bing http://www.bing.com/ Blogdigger http://www.blogdigger.com/ Bloglines http://www.bloglines.com/ BlogPulse http://www.blogpulse.com/ BoardReader http://boardreader.com/ BoardTracker http://www.boardtracker.com/ FriendFeed http://friendfeed.com/ Google Alerts http://www.google.com/alerts Google Blog Search http://blogsearch.google.com/ Google News http://news.google.com/ Icerocket http://www.icerocket.com/ Social Mention http://www.socialmention.com/ Spy http://spy.appspot.com/ Technorati http://technorati.com/ Twingly http://www.twingly.com/ Twitter Search http://search.twitter.com/ Wikio http://www.wikio.com/ YackTrack http://www.yacktrack.com/ Yahoo Pipes http://pipes.yahoo.com/
  • 23. Appendix: Other Monitoring Tools BackType http://backtype.com/ coComment http://www.cocomment.com/ Commentful http://commentful.blogflux.com/ Compete http://www.compete.com/ Delicious http://delicious.com/ FeedDemon http://www.feeddemon.com/ FeedRinse http://www.feedrinse.com/ Google Reader http://www.google.com/reader/ Google Trends http://www.google.com/trends HowSociable? http://howsociable.com/ Keotag http://www.keotag.com/ MonitorThis http://monitorthis.info/ PostRank http://www.aiderss.com/ TweetBeep http://tweetbeep.com/ TweetVolume http://www.tweetvolume.com/ Twilert http://twilert.com/ Vanno http://vanno.com/ WhosTalkin http://www.whostalkin.com/ Yahoo Pipes http://pipes.yahoo.com/ Yahoo Alerts http://alerts.yahoo.com/
  • 24. Appendix: Paid Tools and Services AlertRank http://www.alertrank.com/ Attentio http://www.attentio.com/ Biz360 http://www.biz360.com/ BrandsEye http://www.brandseye.com/ BuzzDing! http://www.buzzding.com/ BuzzGain http://www.buzzgain.com/ BuzzLogic http://www.buzzlogic.com/ Collective Intellect http://www.collectiveintellect.com/ Converseon http://www.converseon.com/ Distilled http://reputation.distilled.co.uk/ Dow Jones Factiva http://factiva.com/ eCairn http://www.ecairn.com/ Filtrbox http://www.filtrbox.com/ HubSpot http://www.hubspot.com/ J.D. Power Web Intelligence http://www.jdpowerwebintelligence.com/ MightyBrand http://www.mightybrand.com/ Nielsen Online http://www.nielsen-online.com/ Radian 6 http://www.radian6.com/ Scout Labs http://www.scoutlabs.com/ Sentiment Metrics http://www.sentimentmetrics.com/ Social Seek http://www.sensidea.com/socialseek/ Spinn3r http://spinn3r.com/ Techrigy http://www.techrigy.com/ TNS Symfony http://www.cymfony.com/ Trackur http://www.trackur.com/ Visible Technologies http://www.visibletechnologies.com/
  • 25. Sources Tracking the Buzz: How to Monitor Your Brand Effectively http://socialmediatrader.com/tracking-the-buzz-tools-to-monitor-your-brand-effectively/ 9 Free Tools to Monitor Your Online Presence http://blog-well.com/2008/04/29/9-free-tools-to-monitor-your-online-presence/ How to Monitor Your Brand 24/7 http://www.fastcompany.com/magazine/135/scobleizer-brand-new-day.html 3 Powerful Free Apps to Monitor Your Small Business in Social Media http://www.startupnation.com/blogs/index.php/2009/07/07/3-powerful-free-apps-to-monitor-your-small-business-in-social-media/ 6 Tools to Monitor Your Brand http://www.blackweb20.com/2009/05/14/6-tools-to-monitor-your-brand/ Top 10 Free Tools for Monitoring Your Brand’s Reputation http://mashable.com/2008/12/24/free-brand-monitoring-tools/ In Year 2009: Monitor Your Brand’s Reputation in Ten Minutes and For Free http://www.thetrendwatch.com/2009/01/05/in-year-2009-monitor-your-brands-reputation-in-ten-minutes-and-for-free/ How to Monitor Your Online Reputation http://www.wikihow.com/Monitor-Your-Online-Reputation Social Media Monitoring on the Cheap http://www.buzzstream.com/blog/social-media-monitoring.html Free Social Media Monitoring Techniques http://www.robgonda.com/blog/index.cfm/2009/4/5/Free-Social-Media-Monitoring-Techniques Listening Platforms Are Evolving Into Engagement Platforms http://pr.typepad.com/pr_communications/2009/01/listening-platforms-are-evolving-into-engagement-platforms.html Social Media Monitoring – a PR Must… http://jeffbobick.wordpress.com/2009/01/26/social-media-monitoring-a-pr-must/
  • 26. @jurgenappelo slideshare.net/jurgenappelo noop.nl linkedin.com/in/jurgenappelo jurgen@noop.nl
  • 27. http://creativecommons.org/licenses/by-nd/3.0/ This presentation was inspired by the works of many people, and I cannot possibly list them all. Though I did my very best to attribute all authors of texts and images, and to recognize any copyrights, if you think that anything in this presentation should be changed, added or removed, please contact me at jurgen@noop.nl.

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