using listening tools to monitor your online presence
Post on 13-Sep-2014
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DESCRIPTION
Luke Brynley-Jones (Founder, Our Social Times) provides an introduction to social media monitoring, including guidance on free and paid tools, sentiment detection and influencer analysis.TRANSCRIPT
Using Listening Tools to Monitor
Your Online Presence
Luke Brynley-Jones, Director
www.oursocialtimes.com
@oursocialtimes
Agenda
What is Social Media Monitoring?
Types of Monitoring
Why and What to Monitor?
Measuring SuccessMeasuring Success
Sentiment / Influencer analysis
How to Monitor
Picking a Monitoring Tool
What is Social Media Monitoring?
Monitoring / Listening
Analytics
Measurement
Types of Monitoring
Goal
1. 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 insights on an industry or market. Requires: data
storage, management and visualisation tools.
Scope
1. 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 developmentProduct 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 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 2. Secondary indicators: social mentions, brand
searches, website visits, Likes, registrations,
recommendations
Create a Measurement Framework
Sentiment Analysis
Influencer Analysis
mBlast.com
PeerIndex.net
Klout.com
How to Monitor: Create a Query
1. Pick an industry
2. Pick a niche within that industry
3. Write down all related keywords
4. Write down related words you want to exclude4. Write down related words you want to exclude
5. Create a query (with an Analyst)
6. Test and refine it
7. Then STICK with it
8. Benchmark...
Why you need an Analyst
Pick Your Monitoring Tool(s)
Engagement or research?
In-house or out-sourced?
Sentiment analysis?
Influencer 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)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)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)Synthesio (synthesio.com)
Integrasco (integrasco.com)
Market Sentinel (marketsentinel.com)
Summary
Set your goals and scope
Agree your measurement framework
Pick a tool (or set of tools) that meets these
requirements requirements
Pick a topic/keywords and create a query
Refine it and benchmark
Thank you
Luke Brynley-Jones
Founder & CEO, Our Social Times
@oursocialtimes@oursocialtimes
www.oursocialtimes.com
Join me at Social Media Marketing & Monitoring 2011
London, 19th Sept:
www.oursocialtimes.com/events