How To Listen To Your Brand

How to Listen to Your Brand (Monitoring Your Brand with Social Media) [email_address] – version 1.0 image by aloshbennett

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?

complaints compliments competitors opportunities risks copyrights customers relations fans image by kevindooley Why listen? Why listen? Why listen? Why listen? Why listen?

The world is a big place… What are you going to listen to? image by alexkess

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

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 ?

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

Step 4 : Select search tools

results of our own research… (disclaimer: informal analysis during 2 weeks with just 7 keywords)

images by jeffagogo And then you get a flood of data…

Will you read all this?

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

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

a bit of rewiring...

images by jeffagogo

Step 7 : Select, Read, Bookmark images by jeffagogo

sharing... filtering... acting...

Now you’re listening…

@jurgenappelo

Read our blog: mellowbillow.com

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 /

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 /

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/

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/

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 [email_address] .

http://creativecommons.org/licenses/by-nd/3.0/