Industrial Strength Reputation Monitoring and Management presentation from Pubcon 2009 by Brian Chapppell. View and download the infographic used in the preso. here: http://www.ignitesocialmedia.com/social-media-monitoring-funnel/

1. Industrial Strength Reputation Monitoring and Management By Brian Chappell

2. Two businesses: La Farm Bakery Walmart Any city, USA Cary, NC

3. Everybody is talking about Walmart

4. No one is talking about La Farm

5. La Farm Bakery 1 mention in the last 3 months

6. Walmart 10,000 mentions just last night

7. 10,000! How do you keep track of all that?

8. Reputation Monitoring Plan

9. 1. Make sure that you get the most important data

10. and...

11. 2. Make sure the right people see the right data

12. How do you get the right data to the right people in the most efficient way?

15. Talk to top people

17. Talk to top people

18. Identify keywords

20. Talk to top people

21. Identify keywords

22. Eliminate noise

24. Talk to top people

25. Identify keywords

26. Eliminate noise

27. Analyze data

29. Talk to top people

30. Identify keywords

31. Eliminate noise

32. Analyze data

33. Act on the data

35. Do you try to build your own solution or go with a vendor?

36. Self-made in-house tool - custom dashboard and monitoring solution

37. Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few

38. Does the service have an API?

39. How far back does the vendor have data for - Look for solutions that give you at least 6+ months

40. Does the tool have CRM integration? ie. Salesforce

41. Sentiment Analysis - how is it handled? Manual or Automatic - If its automatic what level of accuracy is it? Take Automated sentiment analysis with a grain of salt

42. Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise

44. Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific

45. Break out keyword buckets that clarify distinct campaigns being run:

46. sub brands

47. important people within the organization

48. Competitors

49. If you are trying to compare brand health with competitors then make sure you are using an equivalent number of positive and negative keyword modifiers: i.e. brand name + good, brand name + sucks

51. Understand how your vendor or solution eliminates noise behind the scenes

52. Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions

53. White list and blacklist sites

54. Use specific keyword variations to filter excess noise

55. Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful

56. If you really need to, outsource this process – find a cost effective way to get the noise removed

58. Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces

60. Define what you can do to better serve your customers

61. Identify key global/regional trends

62. Supplement your marketing department with information on bloggers/website owners that are worth reaching out to

64. Altering the brand health is not an easy task.

65. Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis

67. Crosscheck with RSS feeds, and Yahoo Pipes to make sure you are finding all the data that is pertinent. Blogspot is heavily spammed and used by many for legit purposes

68. Remember do not alter your keyphrases too much or will skew trending of results

70. Imagine...

71. Imagine... Instead of Unruly Customers

72. Imagine... Instead of Unruly Customers You Have Fans

73. Imagine...

74. Imagine... Instead Of Fans

75. Imagine... Instead Of Fans You have Fanatics

76. Imagine...

77. Imagine... Instead of having to come up with new ideas

78. Imagine... Instead of having to come up with new ideas Your customers tell you what they want

79. Imagine...

80. Imagine... Instead of pushing content to indifferent audiences

81. Imagine... Simply activate the links of customers already interested Instead of pushing content to indifferent audiences

82. The Possibilities Are Endless Get Creative!

83. Thank You! Blog IgniteSocialMedia.com/blog Twitter @brianchappell on Twitter Email Brian@ignitesocialmedia.com