Buzz Monitoring

If we listen, we will learn.

iPRReputation Monitoring

What are we talking about?

a Conversation…

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It is a conversation between…

But guess what?

The online media conversation is…

Not Organized

Not Controlled

And not on message!

The conversation is…

Vibrant

EMOTIONAL

Emergent



Fun

Compelling

The conversations are many things…

but always full of insight!

Do we join in?

Question?

Do you think your clients want to know, what is being said about them, their products, their industry?

To join the conversation, we need to be…

In theIn theMomenMomentt

We start by listening

If we listen,

we will learn.

But here’s the problem…

…but if we can navigate the mess we can join the conversation!

So why do we need to listen before we join the conversation?

Networked markets are beginning to self-organize faster than the companies that

have traditionally served them. Thanks to the web, markets are becoming better

informed, smarter, and more demanding of qualities missing from most business

organizations.

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2006

95 Truths of online conversations

1. Markets are conversations.


2. Markets consist of human beings, not

demographic sectors.


3. Conversations among human beings sound

human. They are conducted in a human

voice.


6. The Internet is enabling conversations

among human beings that were simply not

possible in the era of mass media. .


9. These networked conversations are enabling

powerful new forms of social organization and

knowledge exchange to emerge.


10. As a result, markets are getting smarter,

more informed, more organized.

Participation in a networked market changes

people fundamentally.


25. Companies need to come get real and talk

to the people with whom they hope to create

relationships.


34. To speak with a human voice, companies

must share the concerns of their

communities.


75. If you want us to talk to you, tell us

something. Make it something interesting for

a change.


94. To traditional corporations, networked

conversations may appear confused, may

sound confusing. But we are organizing

faster than they are.


95. We are waking up and linking to each other.

We are watching. But we are not waiting.


Buzz Monitoring is…

…a new way of understanding markets,

not just another messaging channel.

Are you and your clients listening?

How does Star help them listen?

• What’s the buzz about a certain issue, trend, product or piece of news?

• Who’s active online, and what are these online consumers saying?

• Are current trends building or waning?• Can any emerging trends be detected early, before they

catch fire (or fizzle out prematurely?)• What key motivators influence and affect consumer

behavior?• What are consumer/customer moods and emotions on a

particular topic, or about a specific brand?• Which online consumers are likely candidates for

influencer panels and relationship marketing programs?

The Facts:

• Understand the hype around digital media today: – 70 million bloggers and growing– 6 million videos on YouTube and growing– 230 million U.S. mobile phone users and

growing

What it means…

• Companies cannot afford to be idle on the digital media front today.

• The newspapers, magazines, TV networks and other mainstream media don’t have the same impact.

• The 24-hour news cycle is dead.

• The power is in the hands of consumers and decision makers who now have access to the information they want, when they want it and on the device they want it on.

Do you or your clients want to know?

Reputation Management

• The business of monitoring what the marketplace is saying about your brand. – It also means responding to situations before they run out of

control. • Venues include blogs, discussion threads, forums and social

networking sites.

• Monitoring how consumers talk about your brand can provide early warning signs for product or service issues as well as promotion opportunities that can be leveraged.



Rhodia

New Product LaunchCustomer InsightsMarketing EffectivenessReputation/Crisis Management

Solutions

• Planning and execution process:• Define CGM gaps and opportunities for your

company/brand• Identify critical online consumers• Identify key issues, trends, competitive threats and

opportunities• Provide consultation on a media/marketing plan,

including adjustment and campaign monitoring for the highest ROI

• Depending on your needs, your budget and the specific marketing and branding challenges you face, we can custom-fit our solutions to any level of word-of-mouth awareness or need.

1.Listen2.Assess3.Deploy4.Track

Process & Methodology

Who needs monitoring?

EVERY CLIENT

• Find opportunities to talk to clients

• Joint effort between Digital and PR

• Effects:1. Reputation2. Search Marketing3. Content

• Star PR must be a integral part of the process1. Strategic Messaging2. Response

• Note: PR must build an understanding as to how a online message differs then an offline message

Star / Star PR

3 tips to optimize online communications?

• Work closely with digital to optimize your online communications

• Map keywords to the press release. Use keywords in the title, sub title and in the body copy of the release.

• Create a strong call to action or incentive to click through on the release to destination content on your site. – Use tracking urls to determine how effective the release is at generating

traffic and inquiries (digital will help).

Last but not least…

• Are you curious about what online audiences are saying about your brand and where their discussions are taking place?

• Do you know how your brand fares against a broader industry backdrop?

• Do you understand its relative strengths and weaknesses in the marketplace?