Week 7 Giles Palmer Presentation


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Week 7 Giles Palmer Presentation

  1. 1. Monitoring and Evaluating Conversations on the Web<br />with<br />GILES PALMER<br />CEO, Brandwatch<br />
  2. 2. Who is Brandwatch?<br /><ul><li>Brandwatch is a monitoring and analysis company with offices in the UK, Germany, and New York (from July.)</li></li></ul><li>What does success in social media monitoring look like?<br />
  3. 3. © 2010 Brandwatch | www.brandwatch.com<br />4<br />
  4. 4. © 2010 Brandwatch | www.brandwatch.com<br />5<br />
  5. 5. © 2010 Brandwatch | www.brandwatch.com<br />6<br />
  6. 6. But where do people start?<br />
  7. 7. Watch Twitter Only<br /><ul><li>Who: Lots of people such as ASDA, First Direct
  8. 8. How: Free stuff – Twitterfall, TweetDeck, HootSuite
  9. 9. How good: Good for engaging, less for reporting B2C
  10. 10. Issues: No analysis; big picture/little picture</li></li></ul><li>Add Google Alerts<br />Quoted everywhere as a good way to monitor the web<br />But Coverage is <10% sometimes a lot less <br />E.g. Query: Gatorade Period: 1 month <br />Google Alerts 684 | Brandwatch 12,115<br />No reporting, analysis, segmentation or history<br />Conclusion: not great<br />
  11. 11. Use Blog and Forum Engines<br />Blogpulse, Google Blog search/Bing, Boardreader<br />Omgili, Google forums <br />Time bandits<br />FRUSTRATION <br />
  12. 12. Brandwatch: how our clients use us<br />Brand research<br />Identify, route, engage, evaluate<br />responses<br />Site analysis<br />Language optimization<br />Campaign Planning<br />Campaign Measurement <br />Campaign Evaluation<br />Identify, route, engage, manage<br />Customer Services<br />Prospecting<br />Customer retention<br />Market research <br />Brand analysis<br />Thematics<br />
  13. 13. Online Reputation Management <br />All brands have issues from time to time. Being able to identify the issue, understand what and where it is and whether it needs action is a critical part of managing a brand online<br />In this example the brand wants to understand what’s happening around their brand<br /><ul><li>Identify the issue and alert them
  14. 14. Track the issue
  15. 15. Respond if needed (see SCRM)</li></li></ul><li>Online Reputation Management - Nissan <br />Tracking the issue - there are huge numbers of mentions (219K per month)<br />
  16. 16. Online Reputation Management<br />…. but about 1% are the ones the brands PR team would be interested in.<br />
  17. 17. Online Reputation Management<br />Alerts: Brandwatch automatically alerts you to the issue. <br />
  18. 18. Social CRM<br />Clients use Brandwatch to identify and manage their response in customer service issues, PR issues and sales opportunities. To do this they need to:<br />Identify the right mentions<br />Route the right mentions to the right people<br />Engage (if needed) <br />Manage the process<br />16<br />
  19. 19. Social CRM: Find the right mentions<br />In this example, sales want to engage with English language mentions where someone may be looking to but a Nissan Qashqai, Brandwatch looks for mentions that match the following profile:<br />(qq OR qashqai) NEAR/5 ("looking at" OR buying OR “brand new” OR buy OR test OR getting OR try)<br />The following mention found on http://farmingforum.co.uk/ matches that profile:<br />© 2010 Brandwatch | www.brandwatch.com<br />17<br />
  20. 20. The customer service team add different category information to the mention to route the mention to the right person and to add data to the mention that will help measurement.<br />Social CRM: Route the mentions<br />mention type<br />Model<br />RBU<br />Priority level and Status are checked<br />Mention is time stamped automatically<br />© 2010 Brandwatch | www.brandwatch.com<br />18<br />
  21. 21. They add notes to the mention and assign it to the relevant user<br />Social CRM: Route the mentions<br />Assigned by email address<br />Notes are added to the mention<br />Notes have a full audit trail<br />© 2010 Brandwatch | www.brandwatch.com<br />19<br />
  22. 22. The Nissan user receives an email and logs into the custom dashboard to see the mentions for their action. At this stage they decide what course of action to take based on Nissan engagement guidelines<br />Social CRM: Route the mentions<br />© 2010 Brandwatch | www.brandwatch.com<br />20<br />
  23. 23. The user can click on the chart to read the actual mention<br />Social CRM: Manage the mentions<br />© 2010 Brandwatch | www.brandwatch.com<br />21<br />
  24. 24. Marketing: Campaign Measurement<br />The Challenge<br />Video game developer ActiVision used Brandwatch to understand the effectiveness of their marketing activities around game launches.<br />Plan the campaign<br />Measure the campaign<br />Evaluate the campaign<br />© 2010 Brandwatch | www.brandwatch.com<br />22<br />
  25. 25. Marketing: Campaign Planning<br />Understand the terms and phrases that people use around the product<br />
  26. 26. Understand where the conversations are taking place<br />Marketing: Campaign Planning<br />© 2010 Brandwatch | www.brandwatch.com<br />24<br />
  27. 27. Marketing: Campaign Planning – by channel<br />© 2010 Brandwatch | www.brandwatch.com<br />25<br />
  28. 28. Marketing: Campaign Measurement & Evaluation<br />Brandwatch allows you see the impact of your activities<br />Game released<br />Jeep Wrangler COD Edition<br />Various general game conversations<br />Single player trailer<br />‘Wager match’ mode announced<br />‘First Strike’ DLC announced<br />Multiplayer Trailer<br />Prestige edition announced<br />3DTV support announced<br />
  29. 29. Marketing: Campaign Measurement & Evaluation<br />… and your competitors<br />Game released (US then EU)<br />User reviews and general conversations<br />General conversations<br />‘Animus Project 1.0’ free DLC released<br />Multiplayer open BETA and trailer<br />New ‘Enter Rome’ trailer<br />‘Animus Project 2.0’ free DLC released<br />Story line trailer<br />Announcement of collectors edition<br />PS3 DLC announced<br />7 minute demo trailer released<br />
  30. 30. Research<br />The Challenge<br />A frozen food producer wants to gain further insight in their sector. Using Brandwatch we can look at how people discuss ready meals in relation to health, retailers and a subset of brands.<br />Set up<br />Create the right query – here we looked at “ready meal” OR “ready meals”<br />Find and tag the health, retailer and brand mentions by searching within mentions <br />Use the chart component to identify page types and share of voice<br />Ongoing we could create these as auto-categories<br />
  31. 31. Research: tagging mentions<br />© 2010 Brandwatch | www.brandwatch.com<br />29<br />
  32. 32. Research: tagging mentions & charting<br />© 2010 Brandwatch | www.brandwatch.com<br />30<br />
  33. 33. Research: drill down<br />© 2010 Brandwatch | www.brandwatch.com<br />31<br />
  34. 34. A quick word on influence<br />What is online influence<br />How does measuring it vary by source-type<br />How to use influence metrics<br />© 2010 Brandwatch | www.brandwatch.com<br />32<br />
  35. 35. Influential bloggers in the charity sector…<br />© 2010 Brandwatch | www.brandwatch.com<br />33<br />
  36. 36. Try it out<br />Go to www.brandwatch.com/ and register for a demo and 2 week free trial <br />put Mediabistro in the description<br />THANK YOUfor listening<br />Giles Palmer<br />giles@brandwatch.com <br />@joodoo9<br />34<br />© 2010 Brandwatch | www.brandwatch.com<br />
  37. 37. Questions?<br />