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?”
“What’s being said about your brand?”
Tracking comments and conversations in the social web
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?
“Your reputation lives
It matches what users want…
according to how a page matches…
…and its relative reputation
…with what is available.
How does Google work?
“Organise the world’s information and
make it universally accessible and useful”
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?
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