Mark Rogers Blogging


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Mark Rogers Blogging

  1. 1. Making a blog drive ROI using monitoring London 25 th April 2008
  2. 2. Introduction to Market Sentinel <ul><li>Leading supplier of blog and web monitoring services to UK and international blue chip customers in the telecommunications, internet, automotive and energy sectors </li></ul><ul><li>Unique technology identifies the crucial sources that companies and communicators should monitor in order to take business decisions </li></ul><ul><li>Stakeholder Analysis - Identify key authorities on your brand or issue </li></ul><ul><li>Net Promoters Index - Benchmark topic or brand for public approval, identifying specific positives and negatives </li></ul><ul><li>Live Buzz - Live notification or monthly digests of web conversation key issues </li></ul><ul><li>Helps marketing, communications and customer service professionals achieve measurable ROI outcomes </li></ul>
  3. 3. <ul><li>Market Sentinel enables your organisation to: </li></ul><ul><ul><li>Identify the topics and themes in online chatter that affects sales or reputation </li></ul></ul><ul><ul><li>Identify sites and commentators which have influence over your brand </li></ul></ul><ul><ul><li>Monitor online prominence, connectedness, reach, clarity, resonance, authority and approval </li></ul></ul><ul><ul><li>Benchmark a product by measuring change in tone, or change of topic being discussed </li></ul></ul><ul><ul><li>Focus social media strategies to connect with your stakeholders </li></ul></ul><ul><ul><li>Improve visibility in organic search </li></ul></ul><ul><ul><li>Measure outcomes from a campaign to prove ROI on marketing and PR investment </li></ul></ul><ul><li>There is no IT involvement or cost </li></ul><ul><li>Pay as you go </li></ul>What we do
  4. 4. Some Customers
  5. 5. <ul><li>There is an existing conversation out there about you </li></ul><ul><li>You blog to ensure you have access to your customers on your own terms </li></ul><ul><li>You have to match your conversation to an existing conversation where you can add value </li></ul><ul><li>How do you establish which conversation to join in with? </li></ul><ul><ul><li>Value proposition </li></ul></ul><ul><ul><li>Search inventory </li></ul></ul><ul><ul><li>Buzz topics </li></ul></ul>Why blog?
  6. 6. <ul><li>What are the key topics driving debate </li></ul><ul><li>Are you mentioned?  </li></ul><ul><li>In what context? </li></ul><ul><li>By whom? </li></ul>And …
  7. 7. Biggest positive topics LiveBuzz 11 th March-10 th April 2008 Tesco plc
  8. 8. Fastest-growing positive topics LiveBuzz 11 th March-10 th April 2008 Tesco plc
  9. 9. Domains with most positive mentions LiveBuzz 11 th March-10 th April 2008 Tesco plc
  10. 10. <ul><li>The positive conversations around the Tesco brand are increasingly (last month) driven by conversations about credit cards and insurance </li></ul><ul><li>Long term positives are </li></ul><ul><ul><li>Clubcard </li></ul></ul><ul><ul><li>“ Localness” </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><li>Do any of these topics go the heart of Tesco product positioning? </li></ul>What are the take-homes
  11. 11. <ul><li>Once you have identified a conversation which is key to your positioning </li></ul><ul><li>Benchmark that topic for influence with a stakeholder influence study </li></ul><ul><li>Identify who matters, what their take on the conversation is </li></ul><ul><li>Who are the partners to target? </li></ul><ul><li>Talk about topics they are interested in </li></ul><ul><li>Name check them </li></ul>If so …
  12. 12. What is the topic to benchmark? <ul><li>For Avis it was about trust </li></ul><ul><ul><li>Car hire companies are notorious for hidden charges </li></ul></ul><ul><ul><li>Avis-specific themes included </li></ul></ul><ul><ul><ul><li>Lack of GPS </li></ul></ul></ul><ul><ul><ul><li>Loyalty scheme inferior to Hertz </li></ul></ul></ul><ul><ul><ul><li>Complication of contract </li></ul></ul></ul><ul><ul><ul><li>Lack of online information about rental locations </li></ul></ul></ul>
  13. 13. Case study Avis UK: “trustworthy car hire”
  14. 14. <ul><li>Look at your blog content plan in terms of the key themes the monitoring has raised </li></ul><ul><li>If you are launching the blog, give selected bloggers a preview of the site in beta </li></ul><ul><li>Ask for feedback and respond to it </li></ul><ul><li>Make sure your key messages are tuned to the agenda you find </li></ul>How do you use the results?
  15. 15. The result …
  16. 16. <ul><li>Monitor your own output </li></ul><ul><li>Quantitative metrics </li></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>“ Conversational index” (comments per post) </li></ul></ul><ul><ul><li>In-links </li></ul></ul><ul><ul><li>Mentions (in particular from targeted partners) </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Alexa ranking </li></ul></ul><ul><li>Qualitative metrics </li></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>“ Resonance” </li></ul></ul><ul><ul><li>Awards! </li></ul></ul>Finally …
  17. 17. Contact <ul><li> </li></ul><ul><li>+44 20 7793 1575 (t); +44 7977 001372 (m) </li></ul>