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“ What’s being said about  your  brand?” Tracking comments and conversations in the social web Simon Sanders Social Media Academy 29 June 2011 Hello!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lansons Communications
What’s a brand? What your website says? Your features and benefits? What other people say about you? What other people think about you? What you say in paid media? What Google says about you?
Consider this…  ,[object Object],[object Object],[object Object]
But…social networks are where we spend time S ocial media owning increasingly more online time ,[object Object],[object Object],[object Object],[object Object],[object Object]
The age of the customer is here
Who do you trust?
Social media How  you   find people Search How  people  find you
Social Media & Financial Services  Datamonitor June 2011 summary  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Financial companies are on a journey How far can they go? Corporate Narrow view ‘ Because we said so’ Complexity Fear Bullish Self importance For profit Superficial Individual Broad view Transparency Simplicity Hope Considered Participation With a purpose Authentic
Who is the monitoring for? Social media affects the whole organisation Product Consumer Insight /  Research Customer Service E-commerce Marketing HR Legal Corporate  Communications Social Media  Governance Council
What’s the journey?  START HERE Ignoring ->  Listening -> Responding -> Participating -> Storytelling Listening (reactive / passive) Creating (proactive / active) Engaging (reactive / active) Which   Mode?
The objective Monitoring will inform you what matters most Awareness? Reputation? Sales? What’s the  objective?
Listening comes first… What might happen next? Not just ‘dealing’ with customers    but creating advocates Not just a focus on products    but a focus on people Not just pushing out messages    but attracting interest
Social media are not niche media
Everyone’s at it
Across all age groups
Where is your company ‘right now’? Products, services, people, media, influencers, competitors, sector, keywords Why monitor? Audit your  environment
Discover product or price news Exploit dissatisfaction Why monitor? Competitor insight
Listen for keywords & offer assistance Answer a need Why monitor?
Reap goodwill Solve a problem Act early Why monitor? Complaints
Track sentiment for insights Track comments for ideas Why monitor? Crowds
Early warning system Be attuned to public opinion Understand what’s being said Why monitor? Crisis
Recycle for marketing Testimonials Third-party reassurance Why monitor? Compliments
Find or create advocates Create faster, greater impact Why monitor?
Increase brand mentions? More positive comments? Greater share of voice? Generate direct sales? Create enquiries? Reduce in-bound calls? Why monitor?
And another view…
Many different platforms make up the whole…
Many different ways these media are used “9Cs of Social Media Users”
UK Social Media Census 2011 NB: People can belong to more than one category
Some free tools you can try…
Google Alerts The first place to start
Google Alerts – set it up and see Example:  BNY Mellon
Google Alerts – the start of interesting discoveries Follow through and read articles and comments
Twitter Search
Twitter Advanced Search
Twitter Search – example
Twitter Search  reveals real time connections, content, conversations
Twitter Search – hashtags Follow hashtags to track interesting areas / events
Social Mention
BoardTracker – searches discussion boards
BoardTracker – can find interesting sources
BoardTracker – can drill into content
Board Tracker – but don’t rely on it!
Ice Rocket Ice Rocket – blog search results Deeper than Google
Openbook – search Facebook updates
Facebook / Openbook Discover trivial or possibly important conversations
Openbook – a peek inside Facebook Northern Rock conversations
Addictomatic – aggregated results, fast and free insights
Tweetdeck – for Twitter …a nd more besides
Tweetdeck – Twitter management / engagement software
“ Other dashboards are available” Hootsuite and Seesmic
Monitter: Comparative Twitter search in browser (no software download required)
BackTweets – Monitoring your Twitter reach
Topsy – find influencers for any searchable criteria
Peer Index: identifying influence Authority, activity and audience (see also Klout)
Many others –  too many others, explore at leisure, not used so much recently, but worth checking as they evolve
Bitly – let’s you shorten  and  customise links And then track how they are shared
Bitly example – UK Social Media Census
Bitly example – lots of stats about tweets My shortened-links Total clicks to destination page via any bitly link Clicks of my shortened link
Bitly – more detail on info page for each link
Workstreamer Lets you bring in LinkedIn / Salesforce data
Optify – Twitter for Business / track your ROI
Paid-for monitoring services
Radian 6 - the dashboard Subscription service
Identifying influencers Fleshing out a profile
Keeping up to date: ‘tag and flag ’  Manage, track and share with the Conversation Sidebar
Brandwatch – setting up projects example
Brandwatch – dashboard view example
Brandwatch – sentiment analysis example
SoDash – adds Artificial Intelligence to the mix Learns to auto-filter content into action categories
SoDash – algorithms that learn Can help you get to most urgent content first
SoDash – option to batch-process tagged content ( hand-crafted responses likely to be better!
Plenty of other options…
Summary - some considerations for paid services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some considerations What do you want / need? Now / later? ,[object Object],[object Object],Timely alerts Daily updates 24-7 access Direct engagement
Monitoring as part of a social strategy Social Media Strategy
Social media – snapshot monitoring
One final thought… ‘Claim your name’
“ What’s being said about  your  brand?” Tracking comments and conversations in the social web @ simonsanders   [email_address] www.uk.linkedin.com/in/simonsanders 0207 294 3618 Thank you

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What's being said online about your brand?

Notas do Editor

  1. This is the Conversation Sidebar It provides a user with enhanced workflow and tracking capabilities for each post in your topic profile This means you can manage conversations, track responses, and share knowledge across your team right from your browser As a single user, I would go through posts, bag, tag and flag!