“What’s being said about your brand?”

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"Tracking comments and conversations in the social web"
An overview of free and paid tools you can use in PR and reputation management work.

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  • Google matches what users want with what is available…
    what they type + the best match
    …according to how a page matches and its relative reputation
    how often keywords appear + number of sites that link to you
  • Social Monitoring Tools
    Establish which tools you want to use to capture the conversation, whether they are paid or free custom solutions. The tools you decide to use will impact the rest of the social media monitoring funnel, so choose carefully.
    Keyword Targeting
    Implement specific keywords that allow you to monitor your brand, target significant players in your organization, and keep tabs on your competition. This is also a point of entry in the funnel where you should be doing ongoing optimizations to refine your keyword data set.
    Noise Elimination
    Eliminate spam sites that litter your feed and remove off topic mentions by building out negative key phrase lists. Blacklist specific sites that you do not want appearing in your feed.
    Refined Mentions
    Utilize your refined mention feed - watch the conversation. This is also an entry point of the funnel where most of the day-to-day monitoring takes place. Read, analyze and act.
    Analysis
    Apply sentiment analysis manually if your system is not doing it automatically - you need to measure the overall health of your brand if there is enough conversation going on. Group your mentions together in a holistic manner, facilitating portable data transfer within your organization.
    Take Action
    Take action when needed - make sure the proper people inside your organization are acting and engaging the social web where your conversation is happening. If you are not applying manual analysis, then this part will be difficult. If you feel like your stream of mentions is not optimal enough, then go back through and tweak your keyword targeting at this point. Once you have constructed your plan, you will want to rinse and repeat. Read the refined mentions, analyze them and act accordingly.
  • Monitor what consumers are saying about your brand
    • Identify the social influencers for marketing outreach
    • Analyze conversations around competitive brands
    • Leverage insights for strategic planning and market research
    • Identify emerging issues that require immediate response
    • Gauge effectiveness of marketing campaigns
  • “What’s being said about your brand?”

    1. 1. 1 “What’s being said about your brand?” Tracking comments and conversations in the social web Simon Sanders Lansons Communications November 2010
    2. 2. 2 What’s a brand? > What your website says? > What you say in paid media? > Your features and benefits? > What other people say about you? > What other people think about you? > What Google says about you?
    3. 3. 3 Consider… “Your reputation lives on Google’s results page”
    4. 4. 4 It matches what users want… according to how a page matches… …and its relative reputation …with what is available. How does Google work?
    5. 5. 5 Google’s mission? “Organise the world’s information and make it universally accessible and useful”
    6. 6. 6
    7. 7. 7 Blended results
    8. 8. 8 Search How people find you
    9. 9. 9 Search engines are most visited websites (UK)
    10. 10. 10 But…which sources do you most trust?
    11. 11. 11 Social media How you find people Search How people find you
    12. 12. 12 The Conversation Prism
    13. 13. 13 What people are doing online
    14. 14. 14
    15. 15. 15 Why monitor? Ten good reasons The audit - where brand is now: audience; competitors; media; influencers; phrases etc The compliment – testimonials / marketing materials / reassurance The influencer – creating advocates and gaining faster, greater impact The need – listen for the keywords, offer to help The competitor – early product / price news; exploit dissatisfaction The complaint - catch it early, demonstrate problem solving ability; reap goodwill The crisis – early warning system of new, emerging –ve issues The crowd – research / track topics and sentiment for new insights The ROI – increased brand mentions? voice share? +ve messages? The thread – discussions develop / migrate; will you be tracking it, going with it? http://www.radian6.com/wp-content/uploads/2009/09/Top10Reasons.pdf
    16. 16. 16 Google Alerts
    17. 17. 17 Google Alerts – set it up and see
    18. 18. 18 Google Alerts – the start of interesting discoveries
    19. 19. 19 BoardTracker – searches discussion boards
    20. 20. 20 BoardTracker – digs deep
    21. 21. 21 BoardTracker – can drill into content
    22. 22. 22 Openbook – search Facebook updates
    23. 23. 23 Facebook – or more like an Openbook?
    24. 24. 24 Twitter Search – search tweets / follow hashtags
    25. 25. 25 Twitter Search reveals real time connections, content, conversations
    26. 26. 26 Addictomatic – aggregated results, fast and free insights
    27. 27. 27 Tweetdeck – for Twitter and so much more
    28. 28. 28 Tweetdeck – Twitter management / engagement software
    29. 29. 29 Hootsuite and Seesmic – alternative dashboards
    30. 30. 30 Topsy – explores ‘social graph’, not Page rank
    31. 31. 31 Backtype - overview of engagement for different brands
    32. 32. 32 Backtype – tracks the links in content
    33. 33. 33 Bit.ly – also great for seeing how your links travel
    34. 34. 34 Many others – too many others
    35. 35. 35 The Social Media Monitoring Funnel
    36. 36. 36 Radian 6 - overview
    37. 37. 37 Radian 6 – social media monitoring
    38. 38. 38 Sentiment Metrics
    39. 39. 39 Sentiment Metrics – various modules
    40. 40. 40 Plenty of options…
    41. 41. 41 Social media – snapshot monitoring
    42. 42. 42 Consideration for paid services - why you are monitoring? - what insights / benefits do you want to gain? - listen / filter / fine tune – don’t track irrelevant issues - reporting – the frequency / detail / kpis - business as usual / ‘trip-wire’ alerts - which departments have a stake in this? - integration with other marketing / pr activity - external support – initial from provider; ongoing from agency - flow / process - logins and profiles - which provider is right for what you want to do? - historical data, bespoke modules, sentiment accuracy, speed of updates
    43. 43. 43
    44. 44. 44 A final thought: ‘claim your name’ – social media profiles
    45. 45. 45 “What’s being said about your brand?” Tracking comments and conversations in the social web @simonsanders simons@lansons.com www.uk.linkedin.com/in/simonsanders 0207 294 3618 Thank you

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