The document discusses social media monitoring and provides tips for how to effectively monitor online conversations. It defines social media monitoring, outlines different types of monitoring goals and scopes. It also explains why companies should monitor social media mentions, what types of information to track, and how to measure the success of monitoring efforts. The document provides advice on using tools for sentiment analysis, influencer analysis, and choosing monitoring tools, and emphasizes the importance of setting goals, metrics, and refining search queries for accurate monitoring.

1. Using Listening Tools to
Monitor Your Online
Presence
with LUKE BRYNLEY-JONES
Director, www.oursocialtimes.com
@oursocialtimes

2. Who am I?

3. Agenda
What is Social Media Monitoring?
Types of Monitoring
Why and What to Monitor?
Measuring Success
Sentiment / Influencer analysis
How to Monitor
Picking a Monitoring Tool

4. What is Social Media Monitoring?
Monitoring / Listening
Analytics
Measurement

5. Types of Monitoring
Goal
1. 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.
Scope
1. 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

6. Why Monitor?
Understanding
Marketing campaigns
Market research
Product development
Competitor analysis
Brand popularity
Market sentiment

7. What to Monitor?
PR effectiveness: Mentions of your
brand/products by “influencers”.
Demand signals: What your target customers are
interested in: trending topics, popular keywords.
Brand strength: Positive/negative mentions or
recommendations of your brand, products, staff.
Product strengths & weaknesses: Comments on
specific features, positive and negative.
Competitive position: Brand mentions in relation
to competitive keywords (e.g. Dell / laptop)

8. Measuring the ROI of Social Media

9. Measuring Business Success
1. Primary indicators: brand awareness, brand
value, customer satisfaction, consumer trust
& loyalty
2. Secondary indicators: social mentions, brand
searches, website
visits, Likes, registrations, recommendations
Create a Measurement Framework

10. Sentiment Analysis

11. Influencer Analysis
mBlast.com
PeerIndex.net
Klout.com

12. How to Monitor: Create a Query
1. Pick an industry
2. Pick a niche within that industry
3. Write down all related keywords
4. Write down related words you want to exclude
5. Create a query (with an Analyst)
6. Test and refine it
7. Then STICK with it
8. Benchmark...

13. Why you need an Analyst

14. Pick Your Monitoring Tool(s)
Engagement or research?
In-house or out-sourced?
Sentiment analysis?
Influencer analysis?
Source targeting?
Geographical targeting?
Reporting requirements?
Budget?

16. Free Monitoring Tools
Google Alerts (google.com/alerts)
Ubervu (ubervu.com)
ViralHeat (viralheat.com)
Alterian SM2 (sm2.techrigy.com)
Nutshell Mail (nutshellmail.com)
TweetDeck (tweetdeck.com)
MarketMeSuite (marketmesuite.com)

17. Full Service Dashboards
Brandwatch (brandwatch.com)
Lithium (scoutlabs.com)
Radian6 (radian6.com)
Sysomos (sysomos.com)
Socialradar (infegy.com/socialradar.php)
Visible Technologies (visibletechnologies.com)

18. Full Service Monitoring Agencies
Converseon (converseon.com)
Nielsen BuzzMetrics (en-us.nielsen.com)
Synthesio (synthesio.com)
Integrasco (integrasco.com)
Market Sentinel (marketsentinel.com)

19. Summary
Set your goals and scope
Agree your measurement framework
Pick a tool (or set of tools) that meets these
requirements
Pick a topic/keywords and create a query
Refine it and benchmark

20. Thank you
Luke Brynley-Jones
Director, Our Social Times
luke@oursocialtimes.com
@oursocialtimes
www.oursocialtimes.com
Join me at Social Media Marketing & Monitoring 2011
San Francisco, New York, London, Paris:
www.oursocialtimes.com/events

21. Questions?

22. Thanks for joining us!