Buzz Monitoring

If we listen, we will learn . iPR Reputation Monitoring

What are we talking about?

a Conversation…

are powered by…

It is a conversation between…

But guess what?

The online media conversation is…

Not Organized

Not Controlled

And not on message !

The conversation is…

Vibrant

EMOTIONAL

Emergent

Compelling

The conversations are many things… but always full of insight!

Do we join in?

Question? Do you think your clients want to know, what is being said about them, their products, their industry?

To join the conversation, we need to be…

In the Moment

We start by listening

If we listen, we will learn.

But here’s the problem…

… but if we can navigate the mess we can join the conversation!

So why do we need to listen before we join the conversation?

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2006

95 Truths of online conversations

1. Markets are conversations. 95 Truths of online conversations

2. Markets consist of human beings, not demographic sectors. 95 Truths of online conversations

3. Conversations among human beings sound human. They are conducted in a human voice. 95 Truths of online conversations

6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. . 95 Truths of online conversations

9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 95 Truths of online conversations

10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. 95 Truths of online conversations

25. Companies need to come get real and talk to the people with whom they hope to create relationships. 95 Truths of online conversations

34. To speak with a human voice, companies must share the concerns of their communities. 95 Truths of online conversations

75. If you want us to talk to you, tell us something. Make it something interesting for a change. 95 Truths of online conversations

94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. 95 Truths of online conversations

95. We are waking up and linking to each other. We are watching. But we are not waiting. 95 Truths of online conversations

Buzz Monitoring is…

… a new way of understanding markets, not just another messaging channel.

Are you and your clients listening?

How does Star help them listen?

What’s the buzz about a certain issue, trend, product or piece of news?
Who’s active online, and what are these online consumers saying?
Are current trends building or waning?
Can any emerging trends be detected early, before they catch fire (or fizzle out prematurely?)
What key motivators influence and affect consumer behavior?
What are consumer/customer moods and emotions on a particular topic, or about a specific brand?
Which online consumers are likely candidates for influencer panels and relationship marketing programs?

The Facts:
Understand the hype around digital media today:
70 million bloggers and growing
6 million videos on YouTube and growing
230 million U.S. mobile phone users and growing

What it means…
Companies cannot afford to be idle on the digital media front today.
The newspapers, magazines, TV networks and other mainstream media don’t have the same impact.
The 24-hour news cycle is dead.
The power is in the hands of consumers and decision makers who now have access to the information they want, when they want it and on the device they want it on.

Do you or your clients want to know?

Reputation Management
The business of monitoring what the marketplace is saying about your brand.
It also means responding to situations before they run out of control.
Venues include blogs, discussion threads, forums and social networking sites.
Monitoring how consumers talk about your brand can provide early warning signs for product or service issues as well as promotion opportunities that can be leveraged.

Rhodia

New Product Launch
Customer Insights
Marketing Effectiveness
Reputation/Crisis Management
Solutions

Planning and execution process:
Define CGM gaps and opportunities for your company/brand
Identify critical online consumers
Identify key issues, trends, competitive threats and opportunities
Provide consultation on a media/marketing plan, including adjustment and campaign monitoring for the highest ROI
Depending on your needs, your budget and the specific marketing and branding challenges you face, we can custom-fit our solutions to any level of word-of-mouth awareness or need.
Listen
Assess
Deploy
Track
Process & Methodology

Who needs monitoring?

EVERY
CLIENT

Find opportunities to talk to clients
Joint effort between Digital and PR
Effects:
Reputation
Search Marketing
Content
Star PR must be a integral part of the process
Strategic Messaging
Response
Note: PR must build an understanding as to how a online message differs then an offline message
Star / Star PR

3 tips to optimize online communications?
Work closely with digital to optimize your online communications
Map keywords to the press release. Use keywords in the title, sub title and in the body copy of the release.
Create a strong call to action or incentive to click through on the release to destination content on your site.
Use tracking urls to determine how effective the release is at generating traffic and inquiries (digital will help).

Last but not least…

Are you curious about what online audiences are saying about your brand and where their discussions are taking place?
Do you know how your brand fares against a broader industry backdrop?
Do you understand its relative strengths and weaknesses in the marketplace?

Buzz Monitoring

by Steve Rockman

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