A look at some of the free and subscription tools being used to monitor brands in social media. Presented at Social Media Academy event re social media in financial services - 29 June 2011, London

1. “ What’s being said about your brand?” Tracking comments and conversations in the social web Simon Sanders Social Media Academy 29 June 2011 Hello!

3. 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?

6. The age of the customer is here

7. Who do you trust?

8. Social media How you find people Search How people find you

10. 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

11. 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

12. What’s the journey? START HERE Ignoring -> Listening -> Responding -> Participating -> Storytelling Listening (reactive / passive) Creating (proactive / active) Engaging (reactive / active) Which Mode?

13. The objective Monitoring will inform you what matters most Awareness? Reputation? Sales? What’s the objective?

14. 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

15. Social media are not niche media

16. Everyone’s at it

17. Across all age groups

18. Where is your company ‘right now’? Products, services, people, media, influencers, competitors, sector, keywords Why monitor? Audit your environment

19. Discover product or price news Exploit dissatisfaction Why monitor? Competitor insight

20. Listen for keywords & offer assistance Answer a need Why monitor?

21. Reap goodwill Solve a problem Act early Why monitor? Complaints

22. Track sentiment for insights Track comments for ideas Why monitor? Crowds

23. Early warning system Be attuned to public opinion Understand what’s being said Why monitor? Crisis

24. Recycle for marketing Testimonials Third-party reassurance Why monitor? Compliments

25. Find or create advocates Create faster, greater impact Why monitor?

26. Increase brand mentions? More positive comments? Greater share of voice? Generate direct sales? Create enquiries? Reduce in-bound calls? Why monitor?

27. And another view…

28. Many different platforms make up the whole…

29. Many different ways these media are used “9Cs of Social Media Users”

30. UK Social Media Census 2011 NB: People can belong to more than one category

31. Some free tools you can try…

32. Google Alerts The first place to start

33. Google Alerts – set it up and see Example: BNY Mellon

34. Google Alerts – the start of interesting discoveries Follow through and read articles and comments

35. Twitter Search

36. Twitter Advanced Search

37. Twitter Search – example

38. Twitter Search reveals real time connections, content, conversations

39. Twitter Search – hashtags Follow hashtags to track interesting areas / events

40. Social Mention

41. BoardTracker – searches discussion boards

42. BoardTracker – can find interesting sources

43. BoardTracker – can drill into content

44. Board Tracker – but don’t rely on it!

45. Ice Rocket Ice Rocket – blog search results Deeper than Google

46. Openbook – search Facebook updates

47. Facebook / Openbook Discover trivial or possibly important conversations

48. Openbook – a peek inside Facebook Northern Rock conversations

49. Addictomatic – aggregated results, fast and free insights

50. Tweetdeck – for Twitter …a nd more besides

51. Tweetdeck – Twitter management / engagement software

52. “ Other dashboards are available” Hootsuite and Seesmic

53. Monitter: Comparative Twitter search in browser (no software download required)

54. BackTweets – Monitoring your Twitter reach

55. Topsy – find influencers for any searchable criteria

56. Peer Index: identifying influence Authority, activity and audience (see also Klout)

57. Many others – too many others, explore at leisure, not used so much recently, but worth checking as they evolve

58. Bitly – let’s you shorten and customise links And then track how they are shared

59. Bitly example – UK Social Media Census

60. Bitly example – lots of stats about tweets My shortened-links Total clicks to destination page via any bitly link Clicks of my shortened link

61. Bitly – more detail on info page for each link

62. Workstreamer Lets you bring in LinkedIn / Salesforce data

63. Optify – Twitter for Business / track your ROI

64. Paid-for monitoring services

65. Radian 6 - the dashboard Subscription service

66. Identifying influencers Fleshing out a profile

67. Keeping up to date: ‘tag and flag ’ Manage, track and share with the Conversation Sidebar

68. Brandwatch – setting up projects example

69. Brandwatch – dashboard view example

70. Brandwatch – sentiment analysis example

71. SoDash – adds Artificial Intelligence to the mix Learns to auto-filter content into action categories

72. SoDash – algorithms that learn Can help you get to most urgent content first

73. SoDash – option to batch-process tagged content ( hand-crafted responses likely to be better!

74. Plenty of other options…

77. Monitoring as part of a social strategy Social Media Strategy

78. Social media – snapshot monitoring

79. One final thought… ‘Claim your name’

80. “ 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