Buzz Monitoring Strategy From search to careful listening Group BAli Merchant | Ana Vieira Dias | Nicholas Bednall | Patricia Casal | Pierre Gaulis | Vasiliki Dimitropolou
Introduction• Consumers trust each other the most• Social media now feeds SERPs• Legitimate voice of the consumer must be actively heard• Imperative to hear what the competition is saying• Measure of voice of an on-going campaign>invaluable data• WOM equity = Experiential + Consequential + Intentional Therefore conversation mining has become critical!!
Main Areas to Monitor• Product• Brand• Reputation• Competition
Why businesses need to monitor buzz• Buzz monitoring takes place of traditional market research• Search engines magnify smaller voices• Buzz Management now equals Brand Management• Co-opetition is a key to mitigation• To answer customer complaints and questions on the Web• To collate customer suggestions and help product development• To prevent and mitigate negative coverage
Metrics• Brand Monitoring (including threats & other associations)• Brand Connections and Customer Relations• Consumer Insights• Brand Campaign Planning and Measurement
Metrics to Measure• Visitor Loyalty: direct or bookmarked site visits (as opposed to visits from search engines or ads)• Subscriptions Initiated: email, print, and mobile signups through wish.org• Content Shares: pages, stories, videos shared to social networks or emailed from company website• Visitor Promotion: downloaded banners/badges or creation of related personal pages/blogs• Page Views of Mission-Centric Content: stories and videos of experience• Comments
Types of Searches• Blogs Search• Social Mention Search• Media sites like YouTube Search• Google Search!!!• Microblogs Search• Photos Search• Corporate Websites• Whitepapers and Case Studies Searches• Online Encyclopedias SearchAll searches involved some form of keywords Search
Available ToolsMoreover.com – industrynews.google.comDigg.comTechnorati.comCo.mments.comBlogpulse.com/conversationBlogpulse.com/trendFlickr (other photo sharing sites)video.google.com – now a true search enginekeotag.comwikipedia.orgoodle.comgoogle.brand.edgar-online.comupcoming.yahoo.comamazon.com/tag/iphonegoogle.com/trends/searchanalytics.compete.comcopernic.compipes.yahoo.comRead more: http://www.daviddalka.com/createvalue/2007/08/23/ses-san-jose-day-4-buzz-monitoring/#ixzz1YIQcZ17o
Usage of ToolsSocial Buzz tools can be set up to inform companyof specific keyword mentions directly in their mailboxes. This can help the company take timelyaction and mitigate any negativity.Another important purpose of buzz monitoring isthe aid it can provide in product development orachieving the company objectives of goodcustomer service.
Close• You have specialized websites that offer dashboards of services for Buzz Monitoring• 21 Century Customers are more relationship- based• You have to build leverage by listening closely• There are too many pieces to put together!