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UNDERSTANDING AND INFLUENCING

ONLINE CONVERSATIONS

                 Presented by @matthewgain
MATTHEW GAIN

PR GUY

4 DIFFERENT AGENCIES
1 IN-HOUSE ROLL – MICROSOFT
MYOB – BLOG AUTHOR
WHAT I’M COVERING

The presentation will cover these topics:

• Monitoring conversations online
   • Tools for listening
   • What to listen for
   • What to do with the data

• Engaging influencers online
   • Tools for identifying and ranking influencers:
   • Tips for engaging influencers




                       @matthewgain
TOOLS FOR
LISTENING


        Presented by @matthewgain
GOOGLE ALERTS




           @matthewgain
GOOGLE ALERTS

What is it:                       How to use:
Automates Google searches so      • Go to google.com.au/alerts
you are alerted when ever         • Sign in via your Google
Google finds mention on the web     account
of the world you are looking      • Enter keywords
for. You can receive as email     • Use Boolean search terms to
or via an RSS feed.                 limit search eg site:.au
                                  • Select how regularly you want
                                    the reports
                                  • Select email or RSS delivery




                      @matthewgain
GOOGLE ALERTS



                 Boolean tips:
                 • Site:.au
                 • “product manager”
                 • Software and (engineer or
                   architect
                 • Helpdesk or “help desk”
                 • NOT mom



           @matthewgain
GOOGLE ALERTS

Pros:                             Cons:
• Free                            • Requires Boolean
• Dependable                        understanding
• Can choose preferred delivery   • Unable to generate reports or
  method                            graphs
• Can choose regularity of
  delivery




                       @matthewgain
TWILERT




          @matthewgain
TWILERT

What is it:                    How to use:
Google Alerts equivalent for   • Go to twilert.com
Twitter.                       • Login via your Twitter
                                 account
                               • Select timezone
                               • Select delivery time for
                                 alert
                               • Utilise Advanced search to
                                 optimise your search




                      @matthewgain
TWILERT



                Regionalisation tips:
                • Focus on Australian only
                  tweets by:
                   • Putting Adelaide in the
                     near box
                   • 2000 Kms in the within
                     box



          @matthewgain
TWILERT

Pros:                                 Cons:
• Free                                • Only receive report once a
• Dependable (most the time)            day
• Can choose regularity of            • Unable to generate reports or
  delivery                              graphs
• Advanced search options allow you
  to limit the results you return




                           @matthewgain
TWEETREACH




             @matthewgain
TWEETREACH

What is it:                      How to use:
A tool to measure the volume,    • Go to tweetreach.com
impressions and unique           • Enter your search term
potential audience for Twitter   • Pay $20 US for a report that
conversations.                     covers more than the most
                                   recent 50 results
                                 • Reports are delivered within
                                   minutes




                      @matthewgain
TWEETREACH



                   Great service for measuring
                   the level of Tweets being
                   generated around a specific
                   #tag. Identify top tweeters
                   for potential additional
                   engagement.




             @matthewgain
TWEETREACH

Pros:                          Cons:
• Cheap service                • It’s not free
• Reports are delivered very   • Limited history on how far
  quickly and are accurate       back it can go
• Identifies top tweeters to
  allow for additional
  engagement
• Provides impressions and
  unique audience




                       @matthewgain
RADIAN 6




           @matthewgain
RADIAN 6

What is it:                       How to use:
A full service monitoring suite   • Go to Radian6.com
that can monitor all your         • Register for an account
social mentions in one place at   • Set up keywords
the same time.                    • Set up alerts
                                  • Generate graphs, word clouds
Radian 6 also enables proactive     and influence lists
engagement via Buddy Media and
can connect into CRM platforms.




                      @matthewgain
RADIAN 6



                 Generate reports, graphs and
                 export for professional
                 presentations and
                 evaluation.




           @matthewgain
RADIAN 6

Pros:                             Cons:
• Leading monitoring service on   • It can be costly
  the market                      • It isn’t a silver bullet and
• Enables you to monitor all        arguably isn’t as bug free as
  your social mentions in the       it should be
  one place and generate          • Is not a small business
  reports                           solution
• Can scale into a CRM and
  proactive engagement




                       @matthewgain
WHAT TO
LISTEN FOR


        Presented by @matthewgain
WHAT TO LISTEN FOR

Brand names:
• Create keyword search terms for:
   • Brands
   • Product names
   • Other terms you use to describe your product and services
   • Remember to include common misspellings




                       @matthewgain
WHAT TO LISTEN FOR

Your competitors:
• As Sun Tzu said, keep your friends close and your enemies
  closer
• Understanding what is being said about your competitors’
  brands online can be as valuable as knowing what is said
  about your own brands and products




                       @matthewgain
WHAT TO LISTEN FOR

Your industry:
• Beyond product names, identify things that may represent new
  business opportunities for you
• If you’re a builder perhaps you might want to set up an alert
  for conversations in your vicinity that mention DAs or
  mentions of the words ‘home extensions’. A timely tweet that
  congratulates the individual on their DA approval and informs
  them of your services may open up new opportunities




                       @matthewgain
WHAT TO
DO WITH THE DATA


           Presented by @matthewgain
WHAT TO DO WITH THE DATA

Do this:
• Change something for the better
• Create value for your audience
• Get involved – talk back




                       @matthewgain
CLASS
EXERCISE


          Presented by @matthewgain
CREATE A KEYWORD LIST
Category   Search term     Misspellings   Competitor brands   Industry search terms


Company    Edelman         Elderman       Weber Shandwick     PR
                           Edeleman       Ogilvy              Public Relations
                           Ederlman                           Social Media
                           Edelmen
Brand      8095            80-95          Gen Y Study         Generation Y
                           8095s                              Millenials




                         @matthewgain
IDENTIFYING
INFLUENCERS


         Presented by @matthewgain
KLOUT




        @matthewgain
KLOUT

What is it:                      How to use:
An influence measurement         • Go to klout.com
service that provides a score    • Sign in via your Twitter
for influencers and allows you     account
to identify experts on a         • To use you need to connect
particular topic. Klout Perks      your Twitter/Facebook account
enables you to provide offers    • Enter search terms to
to specific influencers.           identify potential
                                   influencers




                      @matthewgain
KLOUT



              Any score over 50 has
              influence on a particular
              topic.




        @matthewgain
KLOUT

Pros:                            Cons:
• Wide reach                     • No replacement for human
• Arguably one of the most         anlaysis – just a support
  recognised influence tools     • Can be difficult to identify
• Wide cross section of topics     local influencers
  covered                        • Mixed results on Perks




                        @matthewgain
TWEETLEVEL




             @matthewgain
TWEETLEVEL

What is it:                     How to use:
An influence measurement tool   • Go to tweetlevel.com
that can give a score on any    • Enter either:
given Tweeter allowing you to      • Twitter handle
identify level of influence.       • A topic
Also allows you to identify
influential tweeters on any
given toppic.




                      @matthewgain
TWEETLEVEL



                   Any score over 60 has
                   influence on a particular
                   topic.




             @matthewgain
TWEETLEVEL

Pros:                            Cons:
• Free                           • No replacement for human
• Allows you to rank tweeters      anlaysis – just a support
  by simply having access to     • Can be difficult to identify
  their handle                     local influencers
• Identify topic influencers     • No ability to rank multiple
  easily                           influencers at once
• Can be used as a measurement
  tool




                       @matthewgain
BLOGLEVEL



                   Just like TweetLevel for
                   Blogs




            @matthewgain
LISTS



               Just like TweetLevel for
               Blogs




        @matthewgain
LISTS

What is it:                    How to use:
People create lists for all    • Go to Google and search for
types of topics. A little        terms relevant to your
Googling may uncover a ready     desired list
list of influencers already    • Consider also:
created for you.                  • Twitter Lists (listorious)




                      @matthewgain
LISTS

Pros:                            Cons:
• Free                           • May   not exist
• Someone has already done the   • Can   be difficult to confirm
  work for you                     the   validity of the list
• Backlinks and commenters on    • May   not be up to date
  the list may give you
  additional influencers
• List creators can point you
  to towards rallying
  influencers




                       @matthewgain
ENGAGING
INFLUENCERS


         Presented by @matthewgain
ENGAGING INFLUENCERS

Do:                             Don’t:
• Think about the value to      • Send a generic Bcc email or
  their audience not what you     worse a To line email with
  want                            multiple names
• Build a relationship          • Spam them
• Think about mutual benefits   • Approach people without
• Meet face to face               thoroughly understanding
• Customise your approach         their space and what they’re
• Read/view and interact with     about
  their stuff




                       @matthewgain
I HOPE THAT WAS USEFUL

     THANKS

              Presented by @matthewgain

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Social media monitoring and engaging influencers

  • 1. UNDERSTANDING AND INFLUENCING ONLINE CONVERSATIONS Presented by @matthewgain
  • 2. MATTHEW GAIN PR GUY 4 DIFFERENT AGENCIES 1 IN-HOUSE ROLL – MICROSOFT MYOB – BLOG AUTHOR
  • 3. WHAT I’M COVERING The presentation will cover these topics: • Monitoring conversations online • Tools for listening • What to listen for • What to do with the data • Engaging influencers online • Tools for identifying and ranking influencers: • Tips for engaging influencers @matthewgain
  • 4. TOOLS FOR LISTENING Presented by @matthewgain
  • 5. GOOGLE ALERTS @matthewgain
  • 6. GOOGLE ALERTS What is it: How to use: Automates Google searches so • Go to google.com.au/alerts you are alerted when ever • Sign in via your Google Google finds mention on the web account of the world you are looking • Enter keywords for. You can receive as email • Use Boolean search terms to or via an RSS feed. limit search eg site:.au • Select how regularly you want the reports • Select email or RSS delivery @matthewgain
  • 7. GOOGLE ALERTS Boolean tips: • Site:.au • “product manager” • Software and (engineer or architect • Helpdesk or “help desk” • NOT mom @matthewgain
  • 8. GOOGLE ALERTS Pros: Cons: • Free • Requires Boolean • Dependable understanding • Can choose preferred delivery • Unable to generate reports or method graphs • Can choose regularity of delivery @matthewgain
  • 9. TWILERT @matthewgain
  • 10. TWILERT What is it: How to use: Google Alerts equivalent for • Go to twilert.com Twitter. • Login via your Twitter account • Select timezone • Select delivery time for alert • Utilise Advanced search to optimise your search @matthewgain
  • 11. TWILERT Regionalisation tips: • Focus on Australian only tweets by: • Putting Adelaide in the near box • 2000 Kms in the within box @matthewgain
  • 12. TWILERT Pros: Cons: • Free • Only receive report once a • Dependable (most the time) day • Can choose regularity of • Unable to generate reports or delivery graphs • Advanced search options allow you to limit the results you return @matthewgain
  • 13. TWEETREACH @matthewgain
  • 14. TWEETREACH What is it: How to use: A tool to measure the volume, • Go to tweetreach.com impressions and unique • Enter your search term potential audience for Twitter • Pay $20 US for a report that conversations. covers more than the most recent 50 results • Reports are delivered within minutes @matthewgain
  • 15. TWEETREACH Great service for measuring the level of Tweets being generated around a specific #tag. Identify top tweeters for potential additional engagement. @matthewgain
  • 16. TWEETREACH Pros: Cons: • Cheap service • It’s not free • Reports are delivered very • Limited history on how far quickly and are accurate back it can go • Identifies top tweeters to allow for additional engagement • Provides impressions and unique audience @matthewgain
  • 17. RADIAN 6 @matthewgain
  • 18. RADIAN 6 What is it: How to use: A full service monitoring suite • Go to Radian6.com that can monitor all your • Register for an account social mentions in one place at • Set up keywords the same time. • Set up alerts • Generate graphs, word clouds Radian 6 also enables proactive and influence lists engagement via Buddy Media and can connect into CRM platforms. @matthewgain
  • 19. RADIAN 6 Generate reports, graphs and export for professional presentations and evaluation. @matthewgain
  • 20. RADIAN 6 Pros: Cons: • Leading monitoring service on • It can be costly the market • It isn’t a silver bullet and • Enables you to monitor all arguably isn’t as bug free as your social mentions in the it should be one place and generate • Is not a small business reports solution • Can scale into a CRM and proactive engagement @matthewgain
  • 21. WHAT TO LISTEN FOR Presented by @matthewgain
  • 22. WHAT TO LISTEN FOR Brand names: • Create keyword search terms for: • Brands • Product names • Other terms you use to describe your product and services • Remember to include common misspellings @matthewgain
  • 23. WHAT TO LISTEN FOR Your competitors: • As Sun Tzu said, keep your friends close and your enemies closer • Understanding what is being said about your competitors’ brands online can be as valuable as knowing what is said about your own brands and products @matthewgain
  • 24. WHAT TO LISTEN FOR Your industry: • Beyond product names, identify things that may represent new business opportunities for you • If you’re a builder perhaps you might want to set up an alert for conversations in your vicinity that mention DAs or mentions of the words ‘home extensions’. A timely tweet that congratulates the individual on their DA approval and informs them of your services may open up new opportunities @matthewgain
  • 25. WHAT TO DO WITH THE DATA Presented by @matthewgain
  • 26. WHAT TO DO WITH THE DATA Do this: • Change something for the better • Create value for your audience • Get involved – talk back @matthewgain
  • 27. CLASS EXERCISE Presented by @matthewgain
  • 28. CREATE A KEYWORD LIST Category Search term Misspellings Competitor brands Industry search terms Company Edelman Elderman Weber Shandwick PR Edeleman Ogilvy Public Relations Ederlman Social Media Edelmen Brand 8095 80-95 Gen Y Study Generation Y 8095s Millenials @matthewgain
  • 29. IDENTIFYING INFLUENCERS Presented by @matthewgain
  • 30. KLOUT @matthewgain
  • 31. KLOUT What is it: How to use: An influence measurement • Go to klout.com service that provides a score • Sign in via your Twitter for influencers and allows you account to identify experts on a • To use you need to connect particular topic. Klout Perks your Twitter/Facebook account enables you to provide offers • Enter search terms to to specific influencers. identify potential influencers @matthewgain
  • 32. KLOUT Any score over 50 has influence on a particular topic. @matthewgain
  • 33. KLOUT Pros: Cons: • Wide reach • No replacement for human • Arguably one of the most anlaysis – just a support recognised influence tools • Can be difficult to identify • Wide cross section of topics local influencers covered • Mixed results on Perks @matthewgain
  • 34. TWEETLEVEL @matthewgain
  • 35. TWEETLEVEL What is it: How to use: An influence measurement tool • Go to tweetlevel.com that can give a score on any • Enter either: given Tweeter allowing you to • Twitter handle identify level of influence. • A topic Also allows you to identify influential tweeters on any given toppic. @matthewgain
  • 36. TWEETLEVEL Any score over 60 has influence on a particular topic. @matthewgain
  • 37. TWEETLEVEL Pros: Cons: • Free • No replacement for human • Allows you to rank tweeters anlaysis – just a support by simply having access to • Can be difficult to identify their handle local influencers • Identify topic influencers • No ability to rank multiple easily influencers at once • Can be used as a measurement tool @matthewgain
  • 38. BLOGLEVEL Just like TweetLevel for Blogs @matthewgain
  • 39. LISTS Just like TweetLevel for Blogs @matthewgain
  • 40. LISTS What is it: How to use: People create lists for all • Go to Google and search for types of topics. A little terms relevant to your Googling may uncover a ready desired list list of influencers already • Consider also: created for you. • Twitter Lists (listorious) @matthewgain
  • 41. LISTS Pros: Cons: • Free • May not exist • Someone has already done the • Can be difficult to confirm work for you the validity of the list • Backlinks and commenters on • May not be up to date the list may give you additional influencers • List creators can point you to towards rallying influencers @matthewgain
  • 42. ENGAGING INFLUENCERS Presented by @matthewgain
  • 43. ENGAGING INFLUENCERS Do: Don’t: • Think about the value to • Send a generic Bcc email or their audience not what you worse a To line email with want multiple names • Build a relationship • Spam them • Think about mutual benefits • Approach people without • Meet face to face thoroughly understanding • Customise your approach their space and what they’re • Read/view and interact with about their stuff @matthewgain
  • 44. I HOPE THAT WAS USEFUL THANKS Presented by @matthewgain