brand monitoring on twitter presentation twittwoch 7 oct. 2009

BrandMonitoringonTwi.er

MarkusPohlTwi.woch,7Oct.2009

ABOUT

Goal

Mygoalwastofindgoodbrandmonitoringtools......forTwi.er...forfree

Note:

ThereareALOTmoretoolsavailableforTwi.ermonitoIngaswellasforsocialmediamonitoring.

Newtoolspoppingupeveryday.

ExpectaIons&Wishes

•  VisualizaIonoftrendlines•  Benchmark

•  Webbased(SaaS)

•  Find„hubs“and„evangelists“•  Makerelevanttweetsvisible

•  SenIment:):(

•  Savesearchqueriesforlatersearches

BRANDMONITORINGMETHODS

Track,monitorormeasure?

•  Track•  Monitor

•  Measure

Howtomonitor?

•  Onaregularbase(oneImeperweekissufficient).

•  Be.ertracklessando[enthanextensiveandirregular.

•  MakebrandmonitoringpartofyourbusinessrouInes.(e.g.addTwi.ermonitoringRSS‐feedstoyourpersonalizedstarIngpage).

Whattomonitor?

•  Whichparametersshouldyouchoosetotrackormeasureyourbrand?

•  Therearedifferentmodelsforbrandmonitoring/measuring.

Indicatorsforbeginners(monitoring)Companyname,companyURL,Keyemployees,Productnames,ProductURLs,importantindustry“hangouts”,compeItors

Indicatorsforadvancedlearners(measuring)#ofmenIons,#ofre‐tweets,senImenttowardsbrand,hubs&evangelists.

Searchterms

Forsomebrandsitisveryhardtofindgoodsearchterms(trytobe„MECE“)

TOOLS

Twi3erSearch

SingleSearchTerms

Mul?pleSearchTerms

TrendCharts&Visualiza?onTools

Other

Twi.erAdvancedSearch

Topsy

Oneriot

Tinker

Scoopler

Collecta

Crowdeye

SocialmenIon

Moni.er

Twee.absFiltrbox

sm2.techrigy

twi.er‐trends

tweetvolumebzzscapes

Socialseek

TrendisIc

Ubervu

Twends

Tweetbeep

Wha.hetrend

Testedtools

Twitter Search

twi.ersearch

Easytouse

AlotofopIons(locaIonbased,person‐related,booleanoperators,date‐specific,…)

RSS‐subscripIonforquery

Showstrendingtopics

Basic,easy,goodforastart

Single Search Term

topsy

BasicfuncIons:liststweets&postsforthesearchterm

SearchesmulIpleSocialNetworks

Trendingtopics

A B OU T

oneriot

BasictoolSearchesthroughmulIplesocialnetworks(unfortunatelyyoucannotswitchon/offparIcularnetworks)

Offerstweetsbycategory(Music,celebriIes,...)

InkerBasic:showstweetscontaining

thequeryCrowdedsite,notveryeasyto

use(adverIsements,featuredevents,...)

Goodidea:peoplecreatetopics(„events“)theytwi.erabout.

ShowstrendingtopicsSignupandsafequeriesWidgetfortoolbar

Ididn‘tlikeit.

scoopler

Verybasic:showssearchterm&trendingtopicsCrawlsmulIplesocialnetworksNicesimpleinterface(videos,links(ads!?)andpictures

Simple,easy,nicetohandle

collecta

Easytohandle(searchesblogs,comments,micromessages,photos&videos)

Possibilitytoopt‐in/outwithyourquerieswithinsearchforphotos,videos,comments,microblogs,....

NiceUI

nice&easy

crowdeye

Powerful.Showspopularlinks,tweets,relatedhastagsandtrendlines(upto3days).

Sortstweetsaccordingtocrowdeye‘sownrelevance/rankingalgorithm

Measurestherelevanceofapersongoogleadsnicelyintegrated

socialmenIon

VeryinteresIngstaIsIcalinformaIon(senIment,topkeywords,topusers,tophashtags,PostRank)

CrawlsmulIplesocialnetworks(blogs,bookmarks,comments,...)

ShowstrendingtopicsRSS‐feed&emailalertAlertfuncIon

wow!

Multiple Search Term

moni.er

Powerful:lotsoffeatures(RSSfeedsforsearches,widgetforwebsite,help)

ShowstrendingtopicsWorksslowlyUnlimited(?)#ofsearchterms

twee.abs

Verysimilartomoni.erDisplaysexactlythesameresults

Showstrendingtopics

…butmuchfasterthanmoni3er!

filtrbox

GoodusabilityVerypowerful:searchTwi.erorothernetworks,measuresimportanceof

tweet,sortbyimportance,alertfuncIon,importgooglealerts,addRSSsources,blockdomains,tagcloud/serachterm,differentviewopIons...

YoucanalsocreatefoldersformulIplequeries

Freemiummodel‐RegistraIonreqiredNicegimmick:„checkyouinfluence“

Powerful!Recommendable!

sm2.techrigy

Sign‐innecessarySeemsverypowerful.AlotofopIonsbutabitcomplicated.

IniIalsearchneedshoursordays!

IguessitisagoodtoolbutIwasnotabletouseit.(MyiniIalsearchlastedformorethan10hours).

Trend Charts & Visualization Tools

twi.er‐trends

FullofadsDoesnotfindasmanytweetsasothertools!(=>Doesnotworkswith

smallbrands).Shows“trendse.ers”(personswhotweetedfirstabout…)Worksslowly

Nicegraphsbutnotveryhelpful

tweetvolume

NiceandeasyvisualizaIontool

Showsbarchartsforupto5searchterms

Don‘ttellyouforwhichImeperiod!?

bzzscapes

Worksdifferentthattheothertools:youbecomeafanofabrand(orcreateanewone).Workslikeaforumwithforumtread.Contentisaddedtothread/brandbyuser.

Onlyworksforverybigbrands.

Extraordinaryinterac?vevisualiza?on

socialseek

InstallaIonrequiredEasytohandle.SearchesmulIplesocialnetworks(nice:showsthumbnailsforpicture

queries)Verycoolfeature:showsmulIpletrendlines(forblogs,twi.er,...)

Nicevisualisa?onpossibili?es(line,cloud)

trendisIc

GreatgraphsShowsthelast180days(unfortunatelyonlyforafewsearchterms)BreakdownsbythehourCounts%oftotal(forpopularterms)ortotal#(forunpopularterms)Nicearchiveoftrendingtopics

Ilikeit!

uberVU

VeryeasyUIShowstrendlines(includingeventsrelatedtothebrand)SearchesmulIplenetworksPowerful:Widgetforblog,browser,bookmarking,RSS‐feedforquery,

top‐“stories“(answers)toaquery„followconversaIon“funcIon

Brilliant!Verypowerfulandeasytouse!Musthave!

twends

Didn’twork,butnicename!

Other

tweetbeep

Itis“googlealertsonTwi.er”withhourlyupdates

Sign‐innecessaryDoesexactlywhattwi.ersearchcando(andevenlooksthesame)

Freemiummodel(10alertsforfree)*

Adsinemailsareabitannoying

Notreally„real?mesearch“

wha.hetrend

ExplainsWHYatopicistrending!ExplanaIonsbasedoncrowdsourcingmodel

Goodideabutdoesnotworkveryreliable.(seeabove)

LEARNINGS&CONTACT

Learnings

•  Ididnotfindonsingletooltofulfilallmyneeds.

•  Buttwoorthreetoolsaretotallysufficient.

•  Icanrecommend:SocialmenIon,Filtrbox,UberVU,trendisIc

•  Beforeyoustart:Haveastrategy/haveagoal.(esp.ifyourbrandisnotbig).

Thankyou!

MarkusPohl

Twi.er:@m_pohlXing:www.xing.com/profile/Markus_Pohl7Linkedin:linkedin.com/pub/markus‐pohl/3/638/a47Facebook:facebook.com/markus.pohlwww.buerofuersinnfragen.de