Using Listening Tools to Monitor Your Online Presence

with LUKE BRYNLEY-JONESDirector, www.oursocialtimes.com

@oursocialtimes

Who am I?

Agenda

What is Social Media Monitoring?Types of MonitoringWhy and What to Monitor?Measuring SuccessSentiment / Influencer analysisHow to MonitorPicking a Monitoring Tool

What is Social Media Monitoring?• Monitoring / Listening• Analytics• Measurement

Types of MonitoringGoal1. Engagement - Monitoring for real-time engagement.

Requires ability to respond, team-working and CRM.2. Research - Monitoring to gather information, trends,

insights on an industry or market. Requires: data storage, management and visualisation tools.

Scope1. Targeted - Pick a number of people, organisations,

groups etc. and track what they are posting/saying.2. General - Pick a range of keywords and monitor who

mentions them and what they say.

Why Monitor?

• Understanding• Marketing campaigns• Market research• Product development• Competitor analysis• Brand popularity• Market sentiment

What to Monitor?

PR effectiveness: Mentions of your brand/products by “influencers”.Demand signals: What your target customers are interested in: trending topics, popular keywords.Brand strength: Positive/negative mentions or recommendations of your brand, products, staff.Product strengths & weaknesses: Comments on specific features, positive and negative.Competitive position: Brand mentions in relation to competitive keywords (e.g. Dell / laptop)

Measuring the ROI of Social Media

Measuring Business Success

1. Primary indicators: brand awareness, brand value, customer satisfaction, consumer trust & loyalty

2. Secondary indicators: social mentions, brand searches, website visits, Likes, registrations, recommendations

Create a Measurement Framework

Sentiment Analysis

Influencer AnalysismBlast.comPeerIndex.netKlout.com

How to Monitor: Create a Query

1. Pick an industry2. Pick a niche within that industry3. Write down all related keywords4. Write down related words you want to exclude5. Create a query (with an Analyst)6. Test and refine it7. Then STICK with it8. Benchmark...

Why you need an Analyst

Pick Your Monitoring Tool(s)

Engagement or research?In-house or out-sourced?Sentiment analysis?Influencer analysis? Source targeting?Geographical targeting?Reporting requirements?Budget?

Free Monitoring Tools

Google Alerts (google.com/alerts)Ubervu (ubervu.com)ViralHeat (viralheat.com)Alterian SM2 (sm2.techrigy.com)Nutshell Mail (nutshellmail.com)TweetDeck (tweetdeck.com)MarketMeSuite (marketmesuite.com)

Full Service Dashboards

Brandwatch (brandwatch.com)Lithium (scoutlabs.com)Radian6 (radian6.com)Sysomos (sysomos.com)Socialradar (infegy.com/socialradar.php)Visible Technologies (visibletechnologies.com)

Full Service Monitoring Agencies

Converseon (converseon.com)Nielsen BuzzMetrics (en-us.nielsen.com)Synthesio (synthesio.com)Integrasco (integrasco.com)Market Sentinel (marketsentinel.com)

Summary

Set your goals and scopeAgree your measurement frameworkPick a tool (or set of tools) that meets these requirements Pick a topic/keywords and create a queryRefine it and benchmark

Thank you

Luke Brynley-JonesDirector, Our Social Times

luke@oursocialtimes.com@oursocialtimeswww.oursocialtimes.com

Join me at Social Media Marketing & Monitoring 2011San Francisco, New York, London, Paris: www.oursocialtimes.com/events

Questions?

Thanks for joining us!