Using Listening Tools to Monitor Your Online Presence


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Luke Brynley-Jones (Founder, Our Social Times) provides an introduction to social media monitoring, including guidance on free and paid tools, sentiment detection and influencer analysis.

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Using Listening Tools to Monitor Your Online Presence

  1. 1. Using Listening Tools to Monitor Your Online Presence Luke Brynley-Jones, Director @oursocialtimes
  2. 2. AgendaWhat is Social Media Monitoring?Types of MonitoringWhy and What to Monitor?Measuring SuccessSentiment / Influencer analysisHow to MonitorPicking a Monitoring Tool
  3. 3. What is Social Media Monitoring? Monitoring / Listening Analytics Measurement
  4. 4. Types of MonitoringGoal1. Engagement - Monitoring for real-time engagement. Requires ability to respond, team-working and CRM.2. Research - Monitoring to gather information, trends, insights on an industry or market. Requires: data storage, management and visualisation tools.Scope1. Targeted - Pick a number of people, organisations, groups etc. and track what they are posting/saying.2. General - Pick a range of keywords and monitor who mentions them and what they say.
  5. 5. Why Monitor?UnderstandingMarketing campaignsMarket researchProduct developmentCompetitor analysisBrand popularityMarket sentiment
  6. 6. What to Monitor?PR effectiveness: Mentions of yourbrand/products by “influencers”.Demand signals: What your target customers areinterested in: trending topics, popular keywords.Brand strength: Positive/negative mentions orrecommendations of your brand, products, staff.Product strengths & weaknesses: Comments onspecific features, positive and negative.Competitive position: Brand mentions in relationto competitive keywords (e.g. Dell / laptop)
  7. 7. Measuring the ROI of Social Media
  8. 8. Measuring Business Success1. Primary indicators: brand awareness, brand value, customer satisfaction, consumer trust & loyalty2. Secondary indicators: social mentions, brand searches, website visits, Likes, registrations, recommendations Create a Measurement Framework
  9. 9. Sentiment Analysis
  10. 10. Influencer Analysis
  11. 11. How to Monitor: Create a Query1. Pick an industry2. Pick a niche within that industry3. Write down all related keywords4. Write down related words you want to exclude5. Create a query (with an Analyst)6. Test and refine it7. Then STICK with it8. Benchmark...
  12. 12. Why you need an Analyst
  13. 13. Pick Your Monitoring Tool(s)Engagement or research?In-house or out-sourced?Sentiment analysis?Influencer analysis?Source targeting?Geographical targeting?Reporting requirements?Budget?
  14. 14. Free Monitoring ToolsGoogle Alerts ( ( ( SM2 ( Mail ( ( (
  15. 15. Full Service DashboardsBrandwatch ( ( ( ( ( Technologies (
  16. 16. Full Service Monitoring AgenciesConverseon ( BuzzMetrics ( ( ( Sentinel (
  17. 17. SummarySet your goals and scopeAgree your measurement frameworkPick a tool (or set of tools) that meets theserequirementsPick a topic/keywords and create a queryRefine it and benchmark
  18. 18. Thank youLuke Brynley-JonesFounder & CEO, Our Social me at Social Media Marketing & Monitoring 2011London, 19th