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“What’s being said about your brand?”Tracking comments and conversations in the social web
Simon Sanders
Lansons Communications
November 2010
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What’s a brand?
> What your website says?> What you say in paid media?> Your features and benefits?> What other people say about you?> What other people think about you?> What Google says about you?
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Consider…
“Your reputation liveson Google’s results page”
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It matches what users want…
according to how a page matches…
…and its relative reputation
…with what is available.
How does Google work?
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Google’s mission?
“Organise the world’s information and
make it universally accessible and
useful”
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Blended results
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Search
How people find you
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Search engines are most visited websites (UK)
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But…which sources do you most trust?
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Social mediaHow you find people
Search
How people find you
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The Conversation Prism
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What people are doing online
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Why monitor?Ten good reasons
The audit - where brand is now: audience; competitors; media; influencers; phrases etc
The compliment – testimonials / marketing materials / reassurance
The influencer – creating advocates and gaining faster, greater impact
The need – listen for the keywords, offer to help
The competitor – early product / price news; exploit dissatisfaction
The complaint - catch it early, demonstrate problem solving ability; reap goodwill
The crisis – early warning system of new, emerging –ve issues
The crowd – research / track topics and sentiment for new insights
The ROI – increased brand mentions? voice share? +ve messages?
The thread – discussions develop / migrate; will you be tracking it, going with it?
http://www.radian6.com/wp-content/uploads/2009/09/Top10Reasons.pdf
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Google Alerts
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Google Alerts – set it up and see
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Google Alerts – the start of interesting discoveries
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BoardTracker – searches discussion boards
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BoardTracker – digs deep
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BoardTracker – can drill into content
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Openbook – search Facebook updates
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Facebook – or more like an Openbook?
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Twitter Search – search tweets / follow hashtags
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Twitter Search reveals real time connections, content, conversations
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Addictomatic – aggregated results, fast and free insights
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Tweetdeck – for Twitter and so much more
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Tweetdeck – Twitter management / engagement software
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Hootsuite and Seesmic – alternative dashboards
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Topsy – explores ‘social graph’, not Page rank
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Backtype - overview of engagement for different brands
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Backtype – tracks the links in content
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Bit.ly – also great for seeing how your links travel
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Many others – too many others
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The Social Media Monitoring Funnel
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Radian 6 - overview
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Radian 6 – social media monitoring
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Sentiment Metrics
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Sentiment Metrics – various modules
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Plenty of options…
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Social media – snapshot monitoring
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Consideration for paid services
- why you are monitoring? - what insights / benefits do you want to gain?- listen / filter / fine tune – don’t track irrelevant issues- reporting – the frequency / detail / kpis - business as usual / ‘trip-wire’ alerts - which departments have a stake in this? - integration with other marketing / pr activity - external support – initial from provider; ongoing from agency - flow / process - logins and profiles- which provider is right for what you want to do?- historical data, bespoke modules, sentiment accuracy, speed of updates
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A final thought: ‘claim your name’ – social media profiles
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“What’s being said about your brand?”Tracking comments and conversations in the social web
@simonsanders
www.uk.linkedin.com/in/simonsanders
0207 294 3618
Thank you
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