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Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
Using Listening Tools to Monitor Your Online Presence
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Using Listening Tools to Monitor Your Online Presence

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Luke Brynley-Jones (Founder, Our Social Times) provides an introduction to social media monitoring, including guidance on free and paid tools, sentiment detection and influencer analysis.

Luke Brynley-Jones (Founder, Our Social Times) provides an introduction to social media monitoring, including guidance on free and paid tools, sentiment detection and influencer analysis.

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  • 1. Using Listening Tools to Monitor Your Online Presence Luke Brynley-Jones, Director www.oursocialtimes.com @oursocialtimes
  • 2. AgendaWhat is Social Media Monitoring?Types of MonitoringWhy and What to Monitor?Measuring SuccessSentiment / Influencer analysisHow to MonitorPicking a Monitoring Tool
  • 3. What is Social Media Monitoring? Monitoring / Listening Analytics Measurement
  • 4. Types of MonitoringGoal1. Engagement - Monitoring for real-time engagement. Requires ability to respond, team-working and CRM.2. Research - Monitoring to gather information, trends, insights on an industry or market. Requires: data storage, management and visualisation tools.Scope1. Targeted - Pick a number of people, organisations, groups etc. and track what they are posting/saying.2. General - Pick a range of keywords and monitor who mentions them and what they say.
  • 5. Why Monitor?UnderstandingMarketing campaignsMarket researchProduct developmentCompetitor analysisBrand popularityMarket sentiment
  • 6. What to Monitor?PR effectiveness: Mentions of yourbrand/products by “influencers”.Demand signals: What your target customers areinterested in: trending topics, popular keywords.Brand strength: Positive/negative mentions orrecommendations of your brand, products, staff.Product strengths & weaknesses: Comments onspecific features, positive and negative.Competitive position: Brand mentions in relationto competitive keywords (e.g. Dell / laptop)
  • 7. Measuring the ROI of Social Media
  • 8. Measuring Business Success1. Primary indicators: brand awareness, brand value, customer satisfaction, consumer trust & loyalty2. Secondary indicators: social mentions, brand searches, website visits, Likes, registrations, recommendations Create a Measurement Framework
  • 9. Sentiment Analysis
  • 10. Influencer Analysis mBlast.com PeerIndex.net Klout.com
  • 11. How to Monitor: Create a Query1. Pick an industry2. Pick a niche within that industry3. Write down all related keywords4. Write down related words you want to exclude5. Create a query (with an Analyst)6. Test and refine it7. Then STICK with it8. Benchmark...
  • 12. Why you need an Analyst
  • 13. Pick Your Monitoring Tool(s)Engagement or research?In-house or out-sourced?Sentiment analysis?Influencer analysis?Source targeting?Geographical targeting?Reporting requirements?Budget?
  • 14. Free Monitoring ToolsGoogle Alerts (google.com/alerts)Ubervu (ubervu.com)ViralHeat (viralheat.com)Alterian SM2 (sm2.techrigy.com)Nutshell Mail (nutshellmail.com)TweetDeck (tweetdeck.com)MarketMeSuite (marketmesuite.com)
  • 15. Full Service DashboardsBrandwatch (brandwatch.com)Lithium (scoutlabs.com)Radian6 (radian6.com)Sysomos (sysomos.com)Socialradar (infegy.com/socialradar.php)Visible Technologies (visibletechnologies.com)
  • 16. Full Service Monitoring AgenciesConverseon (converseon.com)Nielsen BuzzMetrics (en-us.nielsen.com)Synthesio (synthesio.com)Integrasco (integrasco.com)Market Sentinel (marketsentinel.com)
  • 17. SummarySet your goals and scopeAgree your measurement frameworkPick a tool (or set of tools) that meets theserequirementsPick a topic/keywords and create a queryRefine it and benchmark
  • 18. Thank youLuke Brynley-JonesFounder & CEO, Our Social Timesluke@oursocialtimes.com@oursocialtimeswww.oursocialtimes.comJoin me at Social Media Marketing & Monitoring 2011London, 19th Sept:www.oursocialtimes.com/events

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