week 7 giles palmer presentation

Monitoring and Evaluating Conversations on the WebwithGILES PALMERCEO, Brandwatch

Who is Brandwatch?• Brandwatch is a monitoring and

analysis company with offices in the UK, Germany, and New York (from July.)

What does success in social media monitoring look like?

© 2010 Brandwatch | www.brandwatch.com 4

© 2010 Brandwatch | www.brandwatch.com 5

© 2010 Brandwatch | www.brandwatch.com 6

But where do people start?

Watch Twitter Only• Who: Lots of people such as ASDA,

First Direct• How: Free stuff – Twitterfall,

TweetDeck, HootSuite• How good: Good for engaging, less

for reporting B2C• Issues: No analysis; big picture/little

picture

Add Google AlertsQuoted everywhere as a good way to

monitor the web

But Coverage is <10% sometimes a lot less E.g. Query: Gatorade Period: 1

month Google Alerts 684 | Brandwatch

12,115No reporting, analysis, segmentation

or history

Conclusion: not great

Use Blog and Forum EnginesBlogpulse, Google Blog search/Bing,

Boardreader

Omgili, Google forums

Time bandits

FRUSTRATION

Online Reputation

Management

Marketing

Research

SCRM

Search

Campaign PlanningCampaign Measurement Campaign Evaluation

Brandwatch: how our clients use us

Brand researchIdentify, route, engage, evaluateresponses

Site analysisLanguage optimization

Identify, route, engage, manageCustomer ServicesProspectingCustomer retention

Market research Brand analysisThematics

Online Reputation Management

All brands have issues from time to time. Being able to identify the issue, understand what and where it is and whether it needs action is a critical part of managing a brand online

In this example the brand wants to understand what’s happening around their brand

• Identify the issue and alert them• Track the issue• Respond if needed (see SCRM)

Online Reputation Management - NissanTracking the issue - there are huge numbers of mentions (219K per month)

Online Reputation Management…. but about 1% are the ones the brands PR team would be interested in.

Online Reputation ManagementAlerts: Brandwatch automatically alerts you to the issue.

Social CRM

Clients use Brandwatch to identify and manage their response in customer service issues, PR issues and sales opportunities. To do this they need to:

•Identify the right mentions•Route the right mentions to the right people•Engage (if needed) •Manage the process

16

Social CRM: Find the right mentions

In this example, sales want to engage with English language mentions where someone may be looking to but a Nissan Qashqai, Brandwatch looks for mentions that match the following profile:

(qq OR qashqai) NEAR/5 ("looking at" OR buying OR “brand new” OR buy OR test OR getting OR try)

The following mention found on http://farmingforum.co.uk/ matches that profile:

© 2010 Brandwatch | www.brandwatch.com 17

The customer service team add different category information to the mention to route the mention to the right person and to add data to the mention that will help measurement.

Social CRM: Route the mentions

© 2010 Brandwatch | www.brandwatch.com 18

RBU Modelmention type

Priority level and Status are checked

Mention is time stamped automatically

They add notes to the mention and assign it to the relevant user

Social CRM: Route the mentions

© 2010 Brandwatch | www.brandwatch.com 19

Assigned by email address

Notes have a full audit trail

Notes are added to the mention

The Nissan user receives an email and logs into the custom dashboard to see the mentions for their action. At this stage they decide what course of action to take based on Nissan engagement guidelines

Social CRM: Route the mentions

© 2010 Brandwatch | www.brandwatch.com 20

The user can click on the chart to read the actual mention

Social CRM: Manage the mentions

© 2010 Brandwatch | www.brandwatch.com 21

Marketing: Campaign Measurement

The Challenge

Video game developer ActiVision used Brandwatch to understand the effectiveness of their marketing activities around game launches.

1.Plan the campaign2.Measure the campaign3.Evaluate the campaign© 2010 Brandwatch | www.brandwatch.com 22

Marketing: Campaign PlanningUnderstand the terms and phrases that people use around the product

Understand where the conversations are taking place

Marketing: Campaign Planning

© 2010 Brandwatch | www.brandwatch.com 24

Marketing: Campaign Planning – by channel

© 2010 Brandwatch | www.brandwatch.com 25

Marketing: Campaign Measurement & Evaluation

Brandwatch allows you see the impact of your activities

Multiplayer Trailer

‘Wager match’ mode announced

Prestige edition announced

3DTV support announced

Jeep Wrangler COD Edition

Single player trailer

Game released

‘First Strike’ DLC announced

Various general game conversations

Marketing: Campaign Measurement & Evaluation… and your competitors

Announcement of collectors edition

7 minute demo trailer released

New ‘Enter Rome’ trailer

Multiplayer open BETA and trailer

Story line trailer

PS3 DLC announced

Game released (US then EU)

User reviews and general conversations

‘Animus Project 1.0’ free DLC

released

General conversations

‘Animus Project 2.0’ free DLC

released

Research

The ChallengeA frozen food producer wants to gain further insight in their sector. Using Brandwatch we can look at how people discuss ready meals in relation to health, retailers and a subset of brands.

Set up1.Create the right query – here we looked at “ready meal” OR “ready meals” 2.Find and tag the health, retailer and brand mentions by searching within mentions 3.Use the chart component to identify page types and share of voice4.Ongoing we could create these as auto-categories

Research: tagging mentions

© 2010 Brandwatch | www.brandwatch.com 29

Research: tagging mentions & charting

© 2010 Brandwatch | www.brandwatch.com 30

Research: drill down

© 2010 Brandwatch | www.brandwatch.com 31

A quick word on influence

• What is online influence• How does measuring it vary by

source-type• How to use influence metrics

© 2010 Brandwatch | www.brandwatch.com 32

Influential bloggers in the charity sector…

© 2010 Brandwatch | www.brandwatch.com 33

Site Rank

Search rankin

g TrafficSocial

linkingInbound

links type supplier

oxfam.org.uk 48,348 157 34,666 14117,08

8 Mainstream yestouchstoneblog.org.uk 45,369 112 10 61 41,535 Individual noscienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yesgreenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yesblogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yesfundraising.co.uk 42,887 568 2,150 15 3,536 Commercial noeconsultancy.com 41,839 91 187 3 32,642 Commercial noamnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yesyouthnet.org 40,798 51 899 1 26,005 Commercial yesnewphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual nojrf.org.uk 40,641 74 2,932 2 7,941 Commercial yeslivewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yesthirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial nosavethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yescommunitycare.co.uk 39,071 224 117 1 1,724 Individual norspb.org.uk 38,968 72 30,987 0 80,110 Developing yessavethechildren.net 38,127 73 933 0 46,808 Mainstream yescafonline.org 38,053 164 1,997 6 10,291 Commercial yescare2.com 37,778 134 39 22 62,902 Developing noscvo.org.uk 37,648 127 131 0 22,519 Commercial nodonation4charity.org 37,453 216 605 0 4,303 Developing nobullying.co.uk 37,440 46 5,887 0 9,222 Developing yesdogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yesbornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes

THANK YOU for listeningGiles Palmergiles@brandwatch.com @joodoo9

34© 2010 Brandwatch | www.brandwatch.com

Go to www.brandwatch.com/ and register for a demo and 2 week free trial

put Mediabistro in the description

Try it out

Questions?