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Brand Monitoring On Twitter Presentation Twittwoch 7 Oct. 2009

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A presentation I gave at Twittwoch Berlin on brand monitoring on Twitter. It is a research on the best brand tracking tools with a small part about brand monitoring and brand measuring methods.

A presentation I gave at Twittwoch Berlin on brand monitoring on Twitter. It is a research on the best brand tracking tools with a small part about brand monitoring and brand measuring methods.

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

  • 2. ABOUT

  • 3. 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.


  • 4. 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

  • 5. BRAND
MONITORING
METHODS

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

  • 7. 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).

  • 8. 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.


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


  • 10. TOOLS

  • 11. 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

  • 12. Twitter Search
  • 13. 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

  • 14. Single Search Term
  • 15. ABOUT
 topsy
 Basic
funcIons:
lists
tweets
&
posts
for
the
search
term
 Searches
mulIple
Social
Networks
 Trending
topics

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

  • 17. 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.

  • 18. 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

  • 19. 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

  • 20. 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

  • 21. 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!

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

  • 24. twee.abs
 Very
similar
to
moni.er
 Displays
exactly
the
same
results

 Shows
trending
topics
 …
but
much
faster
than
moni3er!

  • 25. 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!

  • 26. 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).


  • 27. Trend Charts & Visualization Tools
  • 28. 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

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

  • 30. 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

  • 31. 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)


  • 32. 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!

  • 33. 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!

  • 34. twends
 Didn’t
work,
but
nice
name!

  • 35. Other
  • 36. 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“

  • 37. wha.hetrend
 Explains
WHY
a
topic
is
trending!
 ExplanaIons
based
on
crowdsourcing
model

 Good
idea
but
does
not
work
very
reliable.
(see
 above)

  • 38. LEARNINGS
&

 CONTACT

  • 39. 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).

  • 40. 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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