How to gain insights for your Product, Brand and Marketing activities through Web & Social Media Monitoring.

1. Product & Brand
Monitoring
How to gain insights for your Product, Brand and Marketing
activities through Web & Social Media Monitoring

2. About me
■ Manos Perakakis
■ BSc Computer Science, MSc Internet and
multimedia, PhD Candidate at Brunel
University
■ Lecturer at TEI of Crete, teaching Digital
Marketing
■ Co-founder of Mentionlytics Ltd, a Startup
in which we developed a Web & Social
Media Monitoring platform
https://twitter.com/eemanno
manos@mentionlytics.com
www.linkedin.com/in/manos-perakakis
Linked

3. DATA ABOUT MY BRAND,
PRODUCT AND INDUSTRY

4. What we see is a very small subset of
the "big picture" for our Brand!
■ Google Analytics:
your stats but not your competitors’.
■ Likes/Shares on Posts in your Facebook Page or RT of
your tweets, but not Likes/Shares on posts that are
written about your brand or product.
■ @mentions, but not when someone comments on you
but does not @mention you.
■ Traditional Market research, has time restrictions and is
expensive.
Insights are useful!
Data-Driven decisions
not Guesswork!

5. Web & Social
Media: What’s out
there for me ?
■ Articles from Experts,
Reporters & Bloggers
■ Comments, Posts, Tweets,
Reviews from Users
■ Photos & Videos on
websites and Social Media
■ Complains from my users
■ Praises from my users
Things about
my Brand
(company,
products, people)

7. Web & Social
Media: What’s out
there for me ?
■ Articles from Experts,
Reporters & Bloggers
■ Comments, Posts, Tweets,
Reviews from Users
■ Photos & Videos on
websites and Social Media
■ Complains from their users
■ Praises from their users
Things about
my Competitors
(company,
products, people)
+ online marketing actions they perform 😈

8. Web & Social
Media: What’s out
there for me ?
■ New & Popular
Articles/Posts on the topic
■ Top Influencers
(experts in your field, popular on
Twitter)
■ Marketing Leads
Potential Customers seeking a
solution
– Their Pain Points
– What matters most to them
Things about
my Industry
(the market,
trends & people I
am targeting)
+ Research new ideas/features to help you
during planning for new products or features

9. What’s great about this Data
■ Current
■ Constantly updated
■ Data from actual people in actual circumstances
(not from sampling or questionnaires)
■ Worldwide
■ Free!
(a lot of it)

10. Example of Mentions Data (Ryanair)

11. KEYWORD MONITORING
HOW TO DO IT!

12. Keyword Monitoring
■ All this data is public, we
are not talking about
espionage here :)
■ You can monitor them, as
long as you find the right
keywords
4 paths to Keyword Monitoring:
■ PR/Marketing Agency
■ Develop a custom system to
connect to APIs
■ Manually
■ Use a SaaS

13. Finding the Right Keyword
■ Easy when Brand has a unique
(non ambiguous) name
(e.g. Trello, Ryanair)
■ Harder when a Brand can mean
something else as well
(π.χ. Alpha Bank)
■ You must use more complex
queries:
– "Alpha Bank" (strict)
– +Alpha +Bank
– +Τράπεζα +Alpha
– +Alpha +”Cash machine”
– +Alpha +cheque
etc
■ Harder example: Rouvas water
– Rouvas +Water -song -singer -”Sakis
Rouvas"

14. Web Mentions vs Social Mentions
• News Sites
• Blogs
• Forums
• Wikis
• Any Website
etc.
• Twitter
• Facebook
• Instagram
• Youtube
• Pinterest
etc.

15. How to: Get Web Mentions for FREE!
■ Use Google Search Operators
(-, “”, site: etc) to accurately define
your keyword
■ Use Google Search Tools to define
the time period
– Past 24 hours / week / month
every day
■ Use Data Scraper Chrome Plugin to
export to CSV/Excel

17. Google Alerts
https://www.google.com/alerts

19. How to: Social
Mentions for
FREE!
■ Search Functionality on Social
Media (similar to before) and use
Data Miner to export results
■ Socialmention.com
– Search engine for Social media
– Free but limited
■ Talkwalker Alerts
– Google Alerts-style functionality
for Free
– Limited results and capabilities
– Still better than G.A. in most case

21. SaaS for Brand Monitoring
Enterprise-level
(from $699/month)
Small -mid -enterprise
(from $29/month)

22. SaaS Features
Dashboards with numerous
Analytics
Continuous scan for new mentions
throughout the Internet (depends)
Filtering – Boolean Queries
(e.g. language, country etc)
Sentiment Analysis
(in some languages
Many Data Sources
(e.g. Twitter, Facebook, Instagram, Youtube, pinterest, web)
E-mail Alerts
(customizable)
Influencer Discovery
(depends)
Export of Data & Reports
(Excel, PDF, Text etc)

23. USE CASES
What can you do with mention data

24. Join conversations to talk about your Brand
and products
■ Reply to Social Posts from
customers and experts
■ Join in forum discussions, comment
on blog posts to Spread the word
about your Brand and Products.
■ Timely, before your competitors do!

25. Find Marketing and Sales Leads
Research your market
■ Monitor any keyword related to your
target Market, to find great
Marketing and Sales opportunities
to join in on time.
■ Research what users actually want
– Monitor Topics and industry
keywords

26. Track your competitors,
learn from them.
■ Use your Competitor’s Brand as keyword to keep an eye
to what their up to, just as soon as they do it.
■ Monitor what they post on their Social Channels
■ See their best performing actions and content
■ Share of online Voice – See how you compare to them

27. See the impact of a campaign - LIVE
■ When a campaign is running, even
if it’s not an online one, it is very
common to have a digital footprint
■ By monitoring the brand and the
relative keywords you can detect the
reception of the world to the
campaign
■ You can then adjust accordingly and
re-evaluate
■ Prevent Crisis before it gets out of
hand

28. Find Influencers, friends and foes
■ Find out who are the most
influential people in your industry.
■ Reach out to them to let them know
about your products and develop
new relationships.
■ Find people who love your brand.
Don’t lose the opportunity to thank
them and strengthen your
relationship even more.

29. To Sum Up
■ Web & Social Media Monitoring
/Listening is a very important tool
for your brand / products / services
■ There are huge amount of actual
customer data available publically
■ You can do it for free with a little
effort
■ There are services available for any
budget
■ See what people think of your brand
and products
■ See how people respond to your
Marketing Efforts
■ Perform Market Research
■ Prevent Crisis
■ Find Influencers
■ See what your competitors are
doing. What works better / worse
for them.
■ Make data-driven decisions about
your brand and products.

30. THANK YOU
Let’s Talk!