Social Media Monitoring
for Business
How to Build a Personalized Listening Capability for
Your Company Using Free Tools and Services
Lou Ordorica
Community Manager

Audience
• Community Managers
• Public Relations Professionals
• Digital Marketers
• Web Strategists
• Product Managers
• Students
Lou Ordorica
Community Manager

The Conversation Funnel
Conversations about
All conversations you, your customers,
your competitors
100 million+ blogs
Your Business
100+ million US viewers
14+ million tweets day!
150+ million
global users Lou Ordorica
Community Manager

Social Media Monitoring for
Business in 7 Steps
1. Establish Objectives
2. Build the Vocabulary
3. Search for Conversations
4. Tag and Save
5. Filter the Conversations
6. Publish
7. Demonstrate the ROI Lou Ordorica
Community Manager

Establish Objectives
• What do you want to achieve?
• Cozy up to the competition
• Amplify word of mouth
• Set up Brand Ego Alerts
• Engage prospects
• Identify influencers
• Develop relationships Lou Ordorica
Community Manager

Build the Vocabulary
• Identify keywords by analyzing content
• Use the Five Ws to gather information
• Who? What? When? Where? Why? How?
• Use Google AdWords Keyword Tool to
analyze websites or descriptive phrases
• Use Text Content Analysis Tool to find
word frequency in text documents
Lou Ordorica
Community Manager

Search for Conversations
Use Your Keywords!
Conversation Tools Tips
Technorati use authority filters
blogs
Google blog search use advanced search
blog comments Backtype often overlooked
discussion forums Boardreader RSS feeds problematic
twitter twitter search hashtags very popular
videos YouTube use the sorting filter
photos flickr try searching tags too
See Unveiling the Influencers post by Brian Solis on PR 2.0 blog for more ideas
Lou Ordorica
Community Manager

Tag and Save
• Collect the social media you find in one
convenient place
• Tips:
• Use delicious to bookmark content
• Tag items using the keywords from your
vocabulary
• Explore other people’s bookmarks, too!
Lou Ordorica
Community Manager

Filter the
Conversations
• Channel the social media stream to meet
your needs
• Use Yahoo Pipes to aggregate and
manipulate RSS feeds
• Tip:
• Jumpstart your learning — search for
Yahoo Pipes tutorials, like this one
Lou Ordorica
Community Manager

Publish
• Get your personalized social media updates
easily and automatically
• Subscribe using RSS
• Email
• Portals
• Smart phone
• Wikis Lou Ordorica
Community Manager

Case Study
Erin works for a N@ndtech, a start-up
bringing a storage device for SMBs
to market. Her goals:
1. Identify top bloggers in
SMB storage market
2. Learn perceptions and sentiment about
N@ndtek and competitors
3. Share relevant social media conversations
with her boss and co-workers
Lou Ordorica
Community Manager

Building a Personalized Listening Capability
Search
keywords
Tag
delicious
Publish
Filter
Lou Ordorica
Community Manager

Demonstrate the ROI
• Tell the stories about how you helped
move the “big dials”
• “We found a potential new customer
who just requested a demo unit.”
• “Our video went viral and got 500K hits”
• “Our website traffic jumped 25% after
we started tweeting links to our pages”
Lou Ordorica
Community Manager

Tips
• Don’t be afraid to ask for help with tools—
people are eager to share their expertise
• Familiarize yourself with search engines,
especially boolean operators
• Start small with a few keywords pertinent to
your business and objectives
• Be patient and persistent—your hard work
will pay off!
Lou Ordorica
Community Manager

Next Steps
• Measure the influence and reach of people
you are listening to
• Categorize and label conversations (fans,
critics, competitors and so on)
• Disperse information to the right teams
• Advise - offer suggestions and resources
• Coordinate and track social media activities
Lou Ordorica
Community Manager

Thank You
Got questions? Please contact me.
Twitter: @lordorica
Email: lou dot ordorica at gmail dot com
Lou Ordorica
Community Manager