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What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
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What's being said online about your brand?
What's being said online about your brand?
What's being said online about your brand?
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What's being said online about your brand?

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A look at some of the free and subscription tools being used to monitor brands in social media. Presented at Social Media Academy event re social media in financial services - 29 June 2011, London

A look at some of the free and subscription tools being used to monitor brands in social media. Presented at Social Media Academy event re social media in financial services - 29 June 2011, London

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  • This is the Conversation Sidebar It provides a user with enhanced workflow and tracking capabilities for each post in your topic profile This means you can manage conversations, track responses, and share knowledge across your team right from your browser As a single user, I would go through posts, bag, tag and flag!
  • Transcript

    • 1. “ What’s being said about your brand?” Tracking comments and conversations in the social web Simon Sanders Social Media Academy 29 June 2011 Hello!
    • 2. <ul><li>Experience of building brands through strategic and tactical initiatives </li></ul><ul><li>Not only…unrivalled in financial services PR… </li></ul><ul><li>But also…strong consumer & brand, prof. services, public affairs & regulatory consulting </li></ul><ul><li>Understand the key issues, understand the consumer insight, know the key journalists </li></ul><ul><li>Our creativity – short listed for more awards than any other agency </li></ul><ul><li>Comprehensive digital / social experience - social is part of our everyday work </li></ul>Lansons Communications
    • 3. What’s a brand? What your website says? Your features and benefits? What other people say about you? What other people think about you? What you say in paid media? What Google says about you?
    • 4. Consider this… <ul><li>“ Your reputation lives </li></ul><ul><li>on Google’s </li></ul><ul><li>results page” </li></ul>
    • 5. But…social networks are where we spend time S ocial media owning increasingly more online time <ul><li>Facebook </li></ul><ul><li>1 in every 6 page views from UK Internet users goes to a Facebook page </li></ul><ul><li>2 nd most visited website in UK after Google </li></ul><ul><li>2 nd biggest source of traffic to other websites as well </li></ul><ul><li>20 million hours are spent on the website every day by UK users alone </li></ul>
    • 6. The age of the customer is here
    • 7. Who do you trust?
    • 8. Social media How you find people Search How people find you
    • 9. Social Media & Financial Services Datamonitor June 2011 summary <ul><ul><li>Peer-based channels are increasingly influential </li></ul></ul><ul><ul><ul><li>The online community is powerful </li></ul></ul></ul><ul><ul><ul><li>The influence of peers is increasing while media influence is decreasing </li></ul></ul></ul><ul><ul><ul><li>Social media is now a mass medium </li></ul></ul></ul><ul><ul><li>Some consumers have lost their trust in providers to give appropriate advice </li></ul></ul><ul><ul><ul><li>The perceived irresponsibility of the banks has damaged consumer trust in their advice </li></ul></ul></ul><ul><ul><ul><li>Mis-selling stories have caused further damage to FS providers' reputations </li></ul></ul></ul><ul><ul><li>Time-pressured consumers are seeking quick answers </li></ul></ul><ul><ul><ul><li>Consumers do not want to be left waiting </li></ul></ul></ul><ul><ul><li>Peers offer consumers &quot;tried and trusted&quot; advice </li></ul></ul><ul><ul><ul><li>Other customers can offer invaluable advice </li></ul></ul></ul><ul><ul><ul><li>There is a &quot;them against us&quot; mentality between consumers and the industry </li></ul></ul></ul><ul><ul><ul><li>Friends and family have traditionally been a source of advice </li></ul></ul></ul><ul><ul><li>The rise of &quot;collaborative consumption&quot; encourages sharing b/w consumers </li></ul></ul><ul><ul><ul><li>&quot;Trust between strangers&quot; fuels collaborative consumption </li></ul></ul></ul><ul><ul><ul><li>Restrictions on lending have fueled borrowing from peers via online sources </li></ul></ul></ul><ul><ul><li>Changes to the regulation of advice in the UK </li></ul></ul><ul><ul><ul><li>Peer-based advice will gain from changes to the regulation of professional advice </li></ul></ul></ul><ul><ul><ul><li>FS providers will need to fight to get their advice across to consumers </li></ul></ul></ul>
    • 10. Financial companies are on a journey How far can they go? Corporate Narrow view ‘ Because we said so’ Complexity Fear Bullish Self importance For profit Superficial Individual Broad view Transparency Simplicity Hope Considered Participation With a purpose Authentic
    • 11. Who is the monitoring for? Social media affects the whole organisation Product Consumer Insight / Research Customer Service E-commerce Marketing HR Legal Corporate Communications Social Media Governance Council
    • 12. What’s the journey? START HERE Ignoring ->  Listening -> Responding -> Participating -> Storytelling Listening (reactive / passive) Creating (proactive / active) Engaging (reactive / active) Which Mode?
    • 13. The objective Monitoring will inform you what matters most Awareness? Reputation? Sales? What’s the objective?
    • 14. Listening comes first… What might happen next? Not just ‘dealing’ with customers  but creating advocates Not just a focus on products  but a focus on people Not just pushing out messages  but attracting interest
    • 15. Social media are not niche media
    • 16. Everyone’s at it
    • 17. Across all age groups
    • 18. Where is your company ‘right now’? Products, services, people, media, influencers, competitors, sector, keywords Why monitor? Audit your environment
    • 19. Discover product or price news Exploit dissatisfaction Why monitor? Competitor insight
    • 20. Listen for keywords & offer assistance Answer a need Why monitor?
    • 21. Reap goodwill Solve a problem Act early Why monitor? Complaints
    • 22. Track sentiment for insights Track comments for ideas Why monitor? Crowds
    • 23. Early warning system Be attuned to public opinion Understand what’s being said Why monitor? Crisis
    • 24. Recycle for marketing Testimonials Third-party reassurance Why monitor? Compliments
    • 25. Find or create advocates Create faster, greater impact Why monitor?
    • 26. Increase brand mentions? More positive comments? Greater share of voice? Generate direct sales? Create enquiries? Reduce in-bound calls? Why monitor?
    • 27. And another view…
    • 28. Many different platforms make up the whole…
    • 29. Many different ways these media are used “9Cs of Social Media Users”
    • 30. UK Social Media Census 2011 NB: People can belong to more than one category
    • 31. Some free tools you can try…
    • 32. Google Alerts The first place to start
    • 33. Google Alerts – set it up and see Example: BNY Mellon
    • 34. Google Alerts – the start of interesting discoveries Follow through and read articles and comments
    • 35. Twitter Search
    • 36. Twitter Advanced Search
    • 37. Twitter Search – example
    • 38. Twitter Search reveals real time connections, content, conversations
    • 39. Twitter Search – hashtags Follow hashtags to track interesting areas / events
    • 40. Social Mention
    • 41. BoardTracker – searches discussion boards
    • 42. BoardTracker – can find interesting sources
    • 43. BoardTracker – can drill into content
    • 44. Board Tracker – but don’t rely on it!
    • 45. Ice Rocket Ice Rocket – blog search results Deeper than Google
    • 46. Openbook – search Facebook updates
    • 47. Facebook / Openbook Discover trivial or possibly important conversations
    • 48. Openbook – a peek inside Facebook Northern Rock conversations
    • 49. Addictomatic – aggregated results, fast and free insights
    • 50. Tweetdeck – for Twitter …a nd more besides
    • 51. Tweetdeck – Twitter management / engagement software
    • 52. “ Other dashboards are available” Hootsuite and Seesmic
    • 53. Monitter: Comparative Twitter search in browser (no software download required)
    • 54. BackTweets – Monitoring your Twitter reach
    • 55. Topsy – find influencers for any searchable criteria
    • 56. Peer Index: identifying influence Authority, activity and audience (see also Klout)
    • 57. Many others – too many others, explore at leisure, not used so much recently, but worth checking as they evolve
    • 58. Bitly – let’s you shorten and customise links And then track how they are shared
    • 59. Bitly example – UK Social Media Census
    • 60. Bitly example – lots of stats about tweets My shortened-links Total clicks to destination page via any bitly link Clicks of my shortened link
    • 61. Bitly – more detail on info page for each link
    • 62. Workstreamer Lets you bring in LinkedIn / Salesforce data
    • 63. Optify – Twitter for Business / track your ROI
    • 64. Paid-for monitoring services
    • 65. Radian 6 - the dashboard Subscription service
    • 66. Identifying influencers Fleshing out a profile
    • 67. Keeping up to date: ‘tag and flag ’ Manage, track and share with the Conversation Sidebar
    • 68. Brandwatch – setting up projects example
    • 69. Brandwatch – dashboard view example
    • 70. Brandwatch – sentiment analysis example
    • 71. SoDash – adds Artificial Intelligence to the mix Learns to auto-filter content into action categories
    • 72. SoDash – algorithms that learn Can help you get to most urgent content first
    • 73. SoDash – option to batch-process tagged content ( hand-crafted responses likely to be better!
    • 74. Plenty of other options…
    • 75. Summary - some considerations for paid services <ul><li>why you are monitoring? </li></ul><ul><li>what insights / benefits do you want to gain? </li></ul><ul><li>listen / filter / fine tune – don’t track irrelevant issues </li></ul><ul><li>reporting – the frequency / detail / kpis </li></ul><ul><li>business as usual / ‘trip-wire’ alerts </li></ul><ul><li>which departments have a stake in this? </li></ul><ul><li>integration with other marketing / pr activity </li></ul><ul><li>external support – initial from provider; ongoing from agency </li></ul><ul><li>flow / process </li></ul><ul><li>logins and profiles </li></ul><ul><li>which provider is right for what you want to do? </li></ul><ul><li>historical data, bespoke modules, sentiment accuracy, speed of updates </li></ul>
    • 76. Some considerations What do you want / need? Now / later? <ul><li>Ad-hoc but timely reporting…? </li></ul><ul><li>… or your own real-time platform? </li></ul>Timely alerts Daily updates 24-7 access Direct engagement
    • 77. Monitoring as part of a social strategy Social Media Strategy
    • 78. Social media – snapshot monitoring
    • 79. One final thought… ‘Claim your name’
    • 80. “ What’s being said about your brand?” Tracking comments and conversations in the social web @ simonsanders [email_address] www.uk.linkedin.com/in/simonsanders 0207 294 3618 Thank you

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