reputation monitoring - industrial strength
DESCRIPTION
Industrial Strength Reputation Monitoring and Management presentation from Pubcon 2009 by Brian Chapppell. View and download the infographic used in the preso. here: http://www.ignitesocialmedia.com/social-media-monitoring-funnel/TRANSCRIPT
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Industrial Strength Reputation Monitoring and Management
By Brian Chappell
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Walmart La Farm BakeryAny city, USA Cary, NC
Two businesses:
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Everybody is talking about Walmart
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No one is talking about La Farm
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La Farm Bakery
1 mention in the last 3 months
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Walmart
10,000 mentions just last night
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How do you keep track of all that?
10,000!
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Reputation MonitoringPlan
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Make sure that you get the most important data
1.
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and...
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Make sure the right people see the right data
2.
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How do you get the right data to the right people in
the most efficient way?
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• Monitor (tools)
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• Monitor (tools)
• Talk to top people
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• Monitor (tools)
• Talk to top people
• Identify keywords
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• Monitor (tools)
• Talk to top people
• Identify keywords
• Eliminate noise
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• Monitor (tools)
• Talk to top people
• Identify keywords
• Eliminate noise
• Analyze data
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• Monitor (tools)
• Talk to top people
• Identify keywords
• Eliminate noise
• Analyze data
• Act on the data
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• Monitor (tools)
• Talk to top people
• Identify keywords
• Eliminate noise
• Analyze data
• Act on the data
• Optimize as needed
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• Not easy to manage all the mentions - tool is the most important part of the puzzle
• Do you try to build your own solution or go with a vendor?
• Self-made in-house tool - custom dashboard and monitoring solution
• Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few
• Does the service have an API?
• How far back does the vendor have data for - Look for solutions that give you at least 6+ months
• Does the tool have CRM integration? ie. Salesforce
• Sentiment Analysis - how is it handled? Manual or Automatic - If its automatic what level of accuracy is it? Take Automated sentiment analysis with a grain of salt
• Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise
• You need a tool that is flexible enough to work with your business. This can be accomplished by customizable User Interfaces, custom tagging and assigning of jobs to key individuals
Tools
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• For heavily talked about terms, don’t rely on “brand name” only keyphrase monitoring
• Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific
• Break out keyword buckets that clarify distinct campaigns being run:
• sub brands
• important people within the organization
• Competitors
• If you are trying to compare brand health with competitors then make sure you are using an equivalent number of positive and negative keyword modifiers: i.e. brand name + good, brand name + sucks
• Make sure you use enough negative key phrases to eliminate the noise. i.e. ring tones, porn, Viagra, and common branded terms that are not about your brand
Keyword Targeting
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• Getting a good clean stream of news is worth the $$ most tools charge
• Understand how your vendor or solution eliminates noise behind the scenes
• Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions
• White list and blacklist sites
• Use specific keyword variations to filter excess noise
• Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful
• If you really need to, outsource this process – find a cost effective way to get the noise removed
• Amazon Turk is a very powerful, robust platform that can serve this task well
Noise Elimination
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• This is the data you are after, minimal noise, only mentions of your brand / competitors that you want
• Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces
• Have the ability to assign certain posts and threads to the right channels / individuals inside of the organization
Refined Mentions
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• Are you reporting on Social Media Metrics such as number of mentions, brand health, and other demographic details? All can be derived from a Reputation Monitoring Process.
• Define what you can do to better serve your customers
• Identify key global/regional trends
• Supplement your marketing department with information on bloggers/website owners that are worth reaching out to
• Don’t rely on auto-sentiment brand health. 70-80% accuracy isn't good enough to be completely hands off
Analysis
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• ACT ON IT - doing something about the data
• Altering the brand health is not an easy task.
• Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis
• Find the golden nuggets inside of your streams
Take Action
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• Continue to reconfigure and revisit the accuracy of keyphrases and negative keyphrases
• Crosscheck with RSS feeds, and Yahoo Pipes to make sure you are finding all the data that is pertinent. Blogspot is heavily spammed and used by many for legit purposes
• Remember do not alter your keyphrases too much or will skew trending of results
• Utilize equivalent number of negative and positive keyword modifiers when analyzing brand health or comparing share of voice of competitors
Optimize
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The result of this process:
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Imagine...
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Imagine...
Instead of Unruly
Customers
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Imagine...
You HaveFans
Instead ofUnruly
Customers
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Imagine...
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Imagine...
Instead Of Fans
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Imagine...
Instead Of Fans
You haveFanatics
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Imagine...
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Imagine...
Instead of having to come up with new
ideas
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Imagine...
Instead of having to come up with new
ideas
Your customers
tell you what they
want
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Imagine...
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Imagine...
Instead of pushing
content to indifferentaudiences
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Imagine...
Simplyactivate the
links of customers
already interested
Instead of pushing
content to indifferentaudiences
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The Possibilities Are Endless
Get Creative!
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Thank You!
Blog
IgniteSocialMedia.com/blog
@brianchappell on Twitter