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Buzz Monitoring Strategy

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David Gracia
David Gracia
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Buzz Monitoring Strategy From search to careful listening Group B Ali 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 Search All searches involved some form of keywords Search
Available Tools Moreover.com – industry news.google.com Digg.com Technorati.com Co.mments.com Blogpulse.com/conversation Blogpulse.com/trend Flickr (other photo sharing sites) video.google.com – now a true search engine keotag.com wikipedia.org oodle.com google.brand.edgar-online.com upcoming.yahoo.com amazon.com/tag/iphone google.com/trends/ searchanalytics.compete.com copernic.com pipes.yahoo.com Read more: http://www.daviddalka.com/createvalue/2007/08/23/ses-san-jose-day-4-buzz-monitoring/#ixzz1YIQcZ17o
Usage of Tools Social Buzz tools can be set up to inform company of specific keyword mentions directly in their mail boxes. This can help the company take timely action and mitigate any negativity. Another important purpose of buzz monitoring is the aid it can provide in product development or achieving the company objectives of good customer 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!

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Buzz Monitoring Strategy

  • 1. Buzz Monitoring Strategy From search to careful listening Group B Ali Merchant | Ana Vieira Dias | Nicholas Bednall | Patricia Casal | Pierre Gaulis | Vasiliki Dimitropolou
  • 2. 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!!
  • 3. Main Areas to Monitor • Product • Brand • Reputation • Competition
  • 4. 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
  • 5. Metrics • Brand Monitoring (including threats & other associations) • Brand Connections and Customer Relations • Consumer Insights • Brand Campaign Planning and Measurement
  • 6. 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
  • 7. 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 Search All searches involved some form of keywords Search
  • 8. Available Tools Moreover.com – industry news.google.com Digg.com Technorati.com Co.mments.com Blogpulse.com/conversation Blogpulse.com/trend Flickr (other photo sharing sites) video.google.com – now a true search engine keotag.com wikipedia.org oodle.com google.brand.edgar-online.com upcoming.yahoo.com amazon.com/tag/iphone google.com/trends/ searchanalytics.compete.com copernic.com pipes.yahoo.com Read more: http://www.daviddalka.com/createvalue/2007/08/23/ses-san-jose-day-4-buzz-monitoring/#ixzz1YIQcZ17o
  • 9. Usage of Tools Social Buzz tools can be set up to inform company of specific keyword mentions directly in their mail boxes. This can help the company take timely action and mitigate any negativity. Another important purpose of buzz monitoring is the aid it can provide in product development or achieving the company objectives of good customer service.
  • 10. 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!