Download - Week 7 Luke Brynley-Jones Presentation
Using Listening Tools to Monitor Your Online Presence
with LUKE BRYNLEY-JONESDirector, www.oursocialtimes.com
@oursocialtimes
Who am I?
Agenda
What is Social Media Monitoring?Types of MonitoringWhy and What to Monitor?Measuring SuccessSentiment / Influencer analysisHow to MonitorPicking a Monitoring Tool
What is Social Media Monitoring?• Monitoring / Listening• Analytics• Measurement
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.
Why Monitor?
• Understanding• Marketing campaigns• Market research• Product development• Competitor analysis• Brand popularity• Market sentiment
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)
Measuring the ROI of Social Media
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
Sentiment Analysis
Influencer AnalysismBlast.comPeerIndex.netKlout.com
How to Monitor: Create a Query
1. 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...
Why you need an Analyst
Pick Your Monitoring Tool(s)
Engagement or research?In-house or out-sourced?Sentiment analysis?Influencer analysis? Source targeting?Geographical targeting?Reporting requirements?Budget?
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)
Full Service Dashboards
Brandwatch (brandwatch.com)Lithium (scoutlabs.com)Radian6 (radian6.com)Sysomos (sysomos.com)Socialradar (infegy.com/socialradar.php)Visible Technologies (visibletechnologies.com)
Full Service Monitoring Agencies
Converseon (converseon.com)Nielsen BuzzMetrics (en-us.nielsen.com)Synthesio (synthesio.com)Integrasco (integrasco.com)Market Sentinel (marketsentinel.com)
Summary
Set your goals and scopeAgree your measurement frameworkPick a tool (or set of tools) that meets these requirements Pick a topic/keywords and create a queryRefine it and benchmark
Thank you
Luke Brynley-JonesDirector, Our Social Times
[email protected]@oursocialtimeswww.oursocialtimes.com
Join me at Social Media Marketing & Monitoring 2011San Francisco, New York, London, Paris: www.oursocialtimes.com/events
Questions?
Thanks for joining us!