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
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
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
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
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
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
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
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
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
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