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Basic social media monitoring tools


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Published in: Business, Technology

Basic social media monitoring tools

  1. 1. Social media sessionsListening tools<br />October 2010<br />
  2. 2. Outline<br />Introduction<br />Our process - recap<br />Monitoring – why?<br />Monitoring – basic tools<br />
  3. 3. Introduction<br />Welcome to the hand-out version of our training session focusing on social media monitoring and research.<br />This is a very top line look at some of the tools you can use to keep track of online conversations.<br />Let’s begin...<br />
  4. 4. How we approachsocial media<br />
  5. 5. Our process – a quick reminder...<br />We use a very straightforward process when developing social media activities, whether they are for internal or external audiences.<br />It starts with listening, and developing a specific picture of what our relevant communities are saying / doing.<br />Once we know what we are dealing with, we establish the best ways to engage with them, adding value at all times.<br />Following a specified phase of engagement we’ll analyse the impact we’ve had, taking those learnings and feeding them back into the ongoing cycle.<br />Listen<br />Analyse<br />Engage<br />
  6. 6. Our guiding principles<br />In our experience, success in the social media space is shaped by four principals:<br /><ul><li> Be useful
  7. 7. Add value
  8. 8. Never sell
  9. 9. Respond quickly</li></ul>If these elements are part of your approach, the communities you operate in are far more likely to follow you, trust you and ultimately, recommend you. <br />Be useful<br />Add value<br />Never sell<br />Respond quickly<br />
  10. 10. Monitoring – why?<br />
  11. 11. Why listening is important...<br />Social media platforms connect people with shared interests and passions.<br />People participate because they have something of value to contribute (in most cases).<br />They are engaging in conversations and sharing things that their networks are interested in.<br />If we take the time to see what they are saying / doing, our job is much easier.<br />We should shape our activity on the people we want to reach.<br />They are our ‘editors’. <br />
  12. 12. 10 reasons why brands listen...<br />Complaints<br />Compliments<br />‘Expressed’ needs<br />Competitors<br />‘Crowd’ sentiment<br />Influencers<br />Measurement<br />Audits<br />Crisis / issues<br />Threads / chains<br />Via top rank marketing blog<br />
  13. 13. A real life example...<br />“I bought a mattress from Argos based (primarily) on this Twitter exchange.” <br />
  14. 14. Monitoring – basics<br />
  15. 15. Listening out for?<br />We want to listen forthings like:<br /><ul><li> Brand mentions
  16. 16. Products / services
  17. 17. People mentions
  18. 18. Topics / subjects
  19. 19. Journalists / bloggers
  20. 20. Comments / views</li></ul>The great thing is that everyone is providing these insights for free. <br />Right here, right now.<br />
  21. 21. The basic monitoring toolkit...<br />Today, we are going to briefly look at some basic free tools you can’t start using straight away for current and prospective clients.<br />You may be familiar with some of the tools, but each has a role to play if you want to get an overall picture of what is being said / shared.<br />Let’s go...<br />
  22. 22. Best general snapshot tools<br />http://www.socialmention.com<br />Uses:<br /><ul><li>General / day-to-day
  23. 23. Audit stage
  24. 24. Activity monitoring / buzz</li></ul>Tip:<br /><ul><li>Make these the tools the foundation of your listening efforts</li></li></ul><li>Real time Twitter tools<br /><br />Uses:<br /><ul><li>Great for Twitter hashtags
  25. 25. Can identify influencers (basic level)
  26. 26. Ranks content in order of popularity which is useful</li></ul>Tip:<br /><ul><li>Make the most of the keywords featured in the bottom left corner</li></li></ul><li>Twitter specific<br /><br /><br /><br /><br />Uses:<br /><ul><li>BackTweets is great to see how often people are tweeting links to a website
  27. 27. Monitter is great for looking at local buzz, especially when managing an issue</li></ul>Tip:<br /><ul><li>Only use these if doesn’t go deep enough for your particular search</li></li></ul><li>Blog searching<br /><br /><br /><br />Uses:<br /><ul><li>Discover blogs by topic / author
  28. 28. Track published posts and run archive searches
  29. 29. Get an indication of blog popularity</li></ul>Tip:<br /><ul><li>Search both posts and blogs as results can vary</li></li></ul><li>Forums / blog comments<br /><br />Uses:<br /><ul><li>Goes beyond blogs and gives you an insight into responses to topics (especially useful for customer insights)
  30. 30. Gives you a feel for what lengths people will go to in order to be heard</li></li></ul><li>Google tools<br /><br />(then search by tool type)<br />Uses:<br /><ul><li>iGoogle is such an easy way to keep track of news, feeds, searches – worth setting up as your home screen dashboard</li></li></ul><li>Bookmarking tools<br /><br /><br />Uses:<br /><ul><li>Bookmark any page from the web and store it via tags / folders </li></li></ul><li>Contact<br />Adam Vincenzini<br />Paratus Communications<br /><br /><br /><br />