brandwatch - how to plan and manage your social media monitoring

How to Plan and Manage Your

Social Media Monitoring

Giles Palmer

CEO, Brandwatch

[email protected]

Tel: +44 (0)1273 234 293

©2010 Brandwatch | www.brandwatch.com

Some Stats

Social media marketing growing at 35% per annum

$14bn industry in 3 years

>60% Comms professionals say Social Media monitoring is

one of their biggest challenges

Number of tool options >200

© 2010 Brandwatch | www.brandwatch.com 3

40% of companies looking at SMM in 09, doubling from 08

16% were using paid for tools in 09

Social data (excluding private) increased by 250% in 2010

Facebook now more valuable than Ebay


So how are Companies doing it?


Watch Twitter only

Who: Lots of people such as ASDA, First Direct

How: Free stuff - Twitterfall, tweetdeck, hootsuite,

How good: Good for engaging, less so for reporting

Issues

No analysis

Big picture / little picture


Add Google alerts

Quoted everywhere as a good way to monitor the web

BUT

• Coverage is <10%.

Query: Gatorade Period: 1 month

Google Alerts 684 | Brandwatch 12,115

• Reporting

• Query writing

Conclusion not great


Use blog & forum engines

Blogpulse, Google Blog search/Bing, Boardreader

Omgili, Google forums

Time bandits

FRUSTRATION


First steps into professional world

Outside in:

• Read about products online

• Ask around

• Come to conferences

• Take some trials

Realise there is no magic bullet

come to more conferences!


Inside out

• Figure out what the company is trying to achieve [BIG

picture]

• Find an ally at a senior level

• Suck up to the CMO/Marketing Director

• Get some resource (people & £)

• Set clear BIG picture objectives

• Work with pros to make sure you nail it [SMALL picture]

• Monitor it and show progress


OBJECTIVES - tips

Monitoring vs marketing – it’s blurry

Align with org. structure

Think longish term

Tie into simple stuff like webstats

Include online news….


Fitting into org. structure

E.On

DEPARTMENTS

PR, Brand & comms, Talent, Retail, Renewables…

WHAT DO THEY WANT TO TRACK?

Brand, plants, competitors, lobby groups, sponsorship,

campaigns


Find the conversations –

Getting the queries RIGHT

ALWAYS underestimated in terms of time and effort

Disambiguation example – http://en.wikipedia.org/wiki/Comet



(

(merc OR mercedes)

(

-"2nd hand" -"Asking price" -"careful owner" -"commercial vehicles" -Kubica -"Nico

Michael"~10 -"Crumball Rally" -"drag racing" -"E Auto Rally" -"FMDSH" -"for sale" -

"formula 1" -"formula 2" -"formula one" -"formula two" -"Free Ads" -"full service history" -

"going cheap" -"good condition" -"gran turismo" -"gumball rally" -"hill climb" -"le mans"

-"FSH MOT"~10 -"mileage taxed"~10 -"mongol rally" -"MOT mileage"~10 -"MOT

taxed"~10 -"moto gp" -"motor bike" -"motor bikes" -"motor cycle" -"motor cycles" -"motor

home" -"motor racing" -"motor sport" -"Need for speed" -"no reserve" -"offers welcome"~5

-"Pick up" -"quick sale" -"rac rally" -"rally championship" -"rally gb" -"remote control" -

"road rally" -"second hand" -"seller type" -"selling cheap"~10 -"selling my car" -"selling

offers"~10 -"service history MOT"~10 -"Stock car"….

)

-title:("for sale" OR leasing OR lease OR leased)

-((site:twitter OR bid*) AND (raw:£ OR ebay)) -(dtm AND (Rockenfeller OR autosport OR

race OR qualify OR practice OR qualifier OR eurosport OR f1sa OR vln OR premat OR

racing OR Tomczyk OR ring OR ZANDVOORT OR nurburgring))….

)

AND (location:uk OR site:facebook.com OR site:youtube.com OR site:linkedin.com)

Editing queries – FALSE EFFECTS


Benchmarking

1. Webstats

2. Conversion rates

3. Volume of conversation

4. Sentiment

5. Competitors

6. Type of conversation


Benchmarks – DIFFERENT INDUSTRIES


1. The most popular brands have an unmanageable number of daily mentions

2. The volumes vary with industry; people only blog etc.. about things they are passionate about

Daily mentions* of

Videogame

s

Electronics

Fashion

Cosmetics

Business

services

Beer

...most popular brands in that industry

17,000 e.g. Halo Reach

12,000 e.g. Ipad

4,000 e.g. Nike

3,000 e.g. Chanel

2,000 e.g. Xerox

e.g. Budweiser400

z 15

3 e.g. Samsung R780

13 e.g. La Redoute

8 e.g. Charles Worthington

1 e.g. Lumigent

e.g. Kronenbourg20

...less popular brands

e.g. Tron: evolution

* Based on average Sept data for 5 popular and less popular brands

Benchmarks – INTERESTING MENTIONS


CiscoHondaE.on

Pantene

Not interesting

(e.g. passing

mention)

Interesting

to read

Interesting

and worth

acting on

99%

1%

c. 0.1%

65%

2%

33%

79%

20%

1%

24%

52%

24%

Benchmarks – VOLUME


Benchmarks – SENTIMENT


Only show users WHAT THEY NEED

• Custom dashboards

• Read only dashboards

• Reports


Getting it right can take TIME

and ITERATIONS


ROI example

For one client, in a 1 month period

Number of posts tracked ~100,000

Filtered to 4,500

Actual engagements < 2%

Number of increased views 25,000

Increase in positive tonality 11%

Decrease in negative tonality 25%

ROI 558%

Our tempting OFFER

THANK YOU for listeningGiles [email protected]

@joodoo9

24© 2010 Brandwatch | www.brandwatch.com

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brandwatch - how to plan and manage your social media monitoring

Technology

social data

stats social media marketing

good way

reporting issues

comms professionals

free stuff twitterfall

bn industry

google alerts