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Buzz Monitoring
Author: David CableDate: 01/02/2011Version: 1.0
What Is Buzz Monitoring?
“Buzz monitoring involves the checking and analysis of myriad online sources such as internet forums, blogs, and social networks. Data can be provided in real time, which means that critical issues can be picked up instantly. It is also comparatively inexpensive compared to other market research tools and can actually guide further product and service developments.” wikipedia.org
Tells you what’s being said about your company by:
• Your customers• Your competition• Your Industry
From ‘listening’ to various online sources
Why Do You Need It?
• Listen to what the public really think of your company
• Get ‘real-time’ actionable information
• Trend hot topics and influences within your industry
• Strategise for marketing campaigns
•Compare your influence to the competition
What did we hear about you?
• 4% positive• 15% negative• 81% neutral
MicroMedia(Twitter etc) is one of the most popular platforms with 40% of
mentions
Common topics included:• Late coaches• Rude drivers
• How to book an airport/hotel/ coach seat
How can this information be actionable?
Negative comments:
• #leadingnationalcoachcompany you suck. Seriously. Worst service I've ever encountered from any excuse for a company. • Seriously! I was vomited on aboard a @leadingnationalcoachcompany bus and the driver started cleaning the seats but refused to give me a towel.
Posted on Twitter > Reply with @ > Customer Service Team can alleviate the problem publically
Neutral Comments:
Why not take advantage of the leadingnationalcoachcompany current offer. THE OVER 60’s CAN GO ANYWHERE FOR £4.50 OR £9 RETURN IF YOU TRAVEL BEFORE 31 MARCH. JUST BOOK 3 DAYS IN ADVANCE.
Can create list of brand advocates to build relationships
What can Buzz Monitoring do for you?
• Tell you what is working and what’s not
• Gauge sentiment towards your brand
• Decipher share of conversation
• React to negatives and positives of campaigns instantly
• Leverage competitiors negative PR
• Aid SEO & PPC efforts
• Develop strategies for future Marketing Campaigns
