3. Agenda
What is Social Media Monitoring?
Types of Monitoring
Why and What to Monitor?
Measuring Success
Sentiment / Influencer analysis
How to Monitor
Picking a Monitoring Tool
4. What is Social Media Monitoring?
Monitoring / Listening
Analytics
Measurement
5. 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 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
7. 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)
12. 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 exclude
5. Create a query (with an Analyst)
6. Test and refine it
7. Then STICK with it
8. Benchmark...
17. Full Service Dashboards
Brandwatch (brandwatch.com)
Lithium (scoutlabs.com)
Radian6 (radian6.com)
Sysomos (sysomos.com)
Socialradar (infegy.com/socialradar.php)
Visible Technologies (visibletechnologies.com)
18. Full Service Monitoring Agencies
Converseon (converseon.com)
Nielsen BuzzMetrics (en-us.nielsen.com)
Synthesio (synthesio.com)
Integrasco (integrasco.com)
Market Sentinel (marketsentinel.com)
19. Summary
Set your goals and scope
Agree your measurement framework
Pick a tool (or set of tools) that meets these
requirements
Pick a topic/keywords and create a query
Refine it and benchmark
20. Thank you
Luke Brynley-Jones
Director, Our Social Times
luke@oursocialtimes.com
@oursocialtimes
www.oursocialtimes.com
Join me at Social Media Marketing & Monitoring 2011
San Francisco, New York, London, Paris:
www.oursocialtimes.com/events