Using Listening Tools to Monitor

Your Online Presence

Luke Brynley-Jones, Director

www.oursocialtimes.com

@oursocialtimes

Agenda

What is Social Media Monitoring?

Types of Monitoring

Why and What to Monitor?

Measuring SuccessMeasuring Success

Sentiment / Influencer analysis

How to Monitor

Picking a Monitoring Tool

What is Social Media Monitoring?

Monitoring / Listening

Analytics

Measurement

Types of Monitoring

Goal

1. 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 insights on an industry or market. Requires: data

storage, management and visualisation tools.

Scope

1. 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 developmentProduct 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 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 2. Secondary indicators: social mentions, brand

searches, website visits, Likes, registrations,

recommendations

Create a Measurement Framework

Sentiment Analysis

Influencer Analysis

mBlast.com

PeerIndex.net

Klout.com

How to Monitor: Create a Query

1. Pick an industry

2. Pick a niche within that industry

3. Write down all related keywords

4. Write down related words you want to exclude4. Write down related words you want to exclude

5. Create a query (with an Analyst)

6. Test and refine it

7. Then STICK with it

8. Benchmark...

Why you need an Analyst

Pick Your Monitoring Tool(s)

Engagement or research?

In-house or out-sourced?

Sentiment analysis?

Influencer 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)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)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)Synthesio (synthesio.com)

Integrasco (integrasco.com)

Market Sentinel (marketsentinel.com)

Summary

Set your goals and scope

Agree your measurement framework

Pick a tool (or set of tools) that meets these

requirements requirements

Pick a topic/keywords and create a query

Refine it and benchmark

Thank you

Luke Brynley-Jones

Founder & CEO, Our Social Times

luke@oursocialtimes.com

@oursocialtimes@oursocialtimes

www.oursocialtimes.com

Join me at Social Media Marketing & Monitoring 2011

London, 19th Sept:

www.oursocialtimes.com/events