Brand Monitoring On Twitter Presentation Twittwoch 7 Oct. 2009

Brand Monitoring on  Twi.er  Markus Pohl  Twi.woch, 7 Oct. 2009 

ABOUT 

Goal  My goal was to ﬁnd good brand monitoring tools ...   ... for Twi.er  ... for free  Note:   There are A LOT more tools available for Twi.er monitoIng as well as for  social media monitoring.   New tools popping up every day.  

ExpectaIons & Wishes  •  VisualizaIon of trend lines  •  Benchmark  •  Web based (SaaS)  •  Find „hubs“ and „evangelists“  •  Make relevant tweets visible  •  SenIment :)  :(  •  Save search queries for later searches 

BRAND MONITORING METHODS 

Track, monitor or measure?  •  Track  •  Monitor  •  Measure 

How to monitor?  •  On a regular base (one Ime per week is  suﬃcient).   •  Be.er track less and o[en than extensive and  irregular.  •  Make brand monitoring part of your business  rouInes. (e.g. add Twi.er monitoring RSS‐ feeds to your personalized starIng page). 

What to monitor?  •  Which parameters should you choose to track or  measure your brand?   •  There are diﬀerent models for brand monitoring/ measuring.   Indicators for beginners (monitoring)   Company name, company URL, Key employees, Product  names, Product URLs, important industry “hang outs”,  compeItors  Indicators for advanced learners (measuring)  # of menIons, # of re‐tweets, senIment towards brand,  hubs & evangelists.  

Search terms  For some brands it is very hard to ﬁnd good  search terms (try to be „MECE“)  

TOOLS 

Tested tools  Twi3er Search  Trend Charts & Visualiza?on Tools  Twi.er Advanced Search  twi.er‐trends  tweetvolume  Single Search Terms  bzzscapes  Topsy  Socialseek  Oneriot  TrendisIc  Tinker  Ubervu  Scoopler  Twends  Collecta  Crowdeye  SocialmenIon  Other  Tweetbeep  Mul?ple Search Terms  Wha.hetrend  Moni.er  Twee.abs  Filtrbox  sm2.techrigy 

Twitter Search

twi.er search  Easy to use  A lot of opIons (locaIon  based, person‐related,  boolean operators, date‐ speciﬁc, …)  RSS‐subscripIon for query  Shows trending topics  Basic, easy, good for a start 

Single Search Term

ABOUT  topsy  Basic funcIons: lists tweets & posts for the search term  Searches mulIple Social Networks  Trending topics 

oneriot  Basic tool  Searches through mulIple social networks (unfortunately  you cannot switch on/oﬀ parIcular networks)  Oﬀers tweets by category (Music, celebriIes, ...) 

Inker  Basic: shows tweets containing  the query  Crowded site, not very easy to  use (adverIsements,  featured events, ...)  Good idea: people create  topics („events“) they twi.er  about.  Shows trending topics  Sign up and safe queries  Widget for toolbar  I didn‘t like it. 

scoopler  Very basic: shows search term & trending topics  Crawls mulIple social networks  Nice simple interface (videos, links (ads!?) and pictures  Simple, easy, nice to handle 

collecta  Easy to handle (searches blogs, comments, micromessages, photos &  videos)  Possibility to opt‐in/out with your queries within search for photos,  videos, comments, microblogs, ....  Nice UI  nice & easy 

crowdeye  Powerful. Shows popular links, tweets, related hastags and trend  lines (up to 3 days).  Sorts tweets according to crowdeye‘s own relevance/ranking  algorithm  Measures the relevance of a person   google ads nicely integrated 

socialmenIon   Very interesIng staIsIcal  informaIon (senIment, top  keywords, top users, top  hashtags, PostRank)  Crawls mulIple social networks  (blogs, bookmarks,  comments, ...)  Shows trending topics  RSS‐feed & email alert  Alert funcIon  wow! 

Multiple Search Term

moni.er  Powerful: lots of features (RSS feeds for searches,  widget for website, help)  Shows trending topics  Works slowly  Unlimited (?) # of search terms 

twee.abs  Very similar to moni.er  Displays exactly the same results   Shows trending topics  … but much faster than moni3er! 

filtrbox  Good usability  Very powerful: search Twi.er or other networks, measures importance of  tweet, sort by importance, alert funcIon, import google alerts, add RSS  sources, block domains, tag cloud/serach term, different view opIons...  You can also create folders for mulIple queries  Freemium model ‐ RegistraIon reqired  Nice gimmick: „check you influence“  Powerful! Recommendable! 

sm2.techrigy  Sign‐in necessary  Seems very powerful. A lot  of opIons but a bit  complicated.  IniIal search needs hours  or days!  I guess it is a good tool but  I was not able to use it.  (My iniIal search lasted  for more than 10 hours).  

Trend Charts & Visualization Tools

twi.er‐trends   Full of ads  Does not ﬁnd as many tweets as other tools! (=> Does not works with  small brands).   Shows “trend se.ers” (persons who tweeted ﬁrst about …)  Works slowly  Nice graphs but not very helpful 

tweetvolume  Nice and easy visualizaIon  tool  Shows bar charts for up to  5 search terms  Don‘t tell you for which  Ime period!? 

bzzscapes  Works diﬀerent that the other tools: you become a fan of a brand  (or create a new one). Works like a forum with forum tread.  Content is added to thread/brand by user.  Only works for very big brands.  Extraordinary interac?ve visualiza?on 

socialseek  InstallaIon required  Easy to handle.   Searches mulIple social networks (nice: shows thumbnails for picture  queries)  Very cool feature: shows mulIple trend lines (for blogs, twi.er, ...)  Nice visualisa?on possibili?es (line, cloud)  

trendisIc  Great graphs  Shows the last 180 days (unfortunately only for a few search terms)  Breakdowns by the hour  Counts % of total (for popular terms) or total # (for unpopular terms)  Nice archive of trending topics  I like it! 

uberVU  Very easy UI  Shows trend lines (including events related to the brand)  Searches mulIple networks  Powerful: Widget for blog, browser, bookmarking, RSS‐feed for query,  top‐“stories“ (answers) to a query  „follow conversaIon“ funcIon  Brilliant! Very powerful and easy to use! Must have! 

twends  Didn’t work, but nice name! 

tweetbeep  It is “google alerts on Twi.er”  with hourly updates  Sign‐in necessary  Does exactly what twi.er  search can do (and even  looks the same)  Freemium model (10 alerts for  free)*  Ads in emails are a bit annoying  Not really „real ?me search“ 

wha.hetrend  Explains WHY a topic is trending!  ExplanaIons based on crowdsourcing model   Good idea but does not work very reliable. (see  above) 

LEARNINGS &   CONTACT 

Learnings  •  I did not find on single tool to fulfil all my  needs.   •  But two or three tools are totally sufficient.   •  I can recommend: SocialmenIon, Filtrbox,  UberVU, trendisIc  •  Before you start: Have a strategy/ have a goal.  (esp. if your brand is not big). 

Thank you!  Markus Pohl  Twi.er: @m_pohl  Xing: www.xing.com/proﬁle/Markus_Pohl7  Linkedin: linkedin.com/pub/markus‐pohl/3/638/a47  Facebook: facebook.com/markus.pohl  www.buerofuersinnfragen.de 

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Brand Monitoring On Twitter Presentation Twittwoch 7 Oct. 2009

by Markus Pohl on Oct 07, 2009

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Brand Monitoring On Twitter Presentation Twittwoch 7 Oct. 2009 — Presentation Transcript