A Quick Guide to Brand Listening

A Quick Guide To

Brand Listening

@caseymaeknox caseyknox.com caseymknox@gmail.com

? What is brand

listening

The process of monitoring and

analyzing keyword

variations, mentions, and conversations

for a brand.

? Why is brand listening important Brand listening keeps key stakeholders better

informed about the awareness and resonance levels of a brand, which facilitates strategic planning, and

will improve sales and marketing performance.

? Who should

conduct brand

listening

Skills Needed for Brand Listening

Data Analysis Identify trends, seasonality, cyclical, irregular

Proficient at Excel Can export data and reports to excel

Inquisitive/Curious Type Self-motivated with strong desire to seek answers

Creative Thinker Ideate on what can to do with the data R

ight

Bra

in

Left B

rain

Critical Thinking and Problem Solving

? How should you do brand listening

Edelman’s Social Intelligence Command Center (SICC) Gatorade’s Radian6 Social Listening Center

1Organic Listening

23

Search Engine Alerts

Paid Tools

1Organic Listening

①  Conduct weekly Google searches for brand names, product names, and domain names. o  Search on the “web” and “news” sections on Google o  Search back 3-4 pages o  Take page 1 screenshots to compare each month

②  Conduct daily Twitter searches o  Search Twitter handle, brand names, and campaign hashtags o  Use a social media management tool (like Hootsuite) to create

multiple custom search stacks ③  Search review sites

o  Glassdoor, Google Reviews, Better Business Bureau, etc

2Google Alerts

①  Create Google Alerts with settings to enable all content to come through:

3Paid Tools

①  Invest in a sophisticated tool to automate listening and reporting o  Assess historical data o  Listen to brand, competitive, and industry conversations and buzz o  Listen to news sites, blogs, forums, video, photo, comments o  Segment by sentiment, trend, demographics, and volume

①  Create an ecosystem for brand listening, with slight overlaps, to lessen the chance for human error or total tool dependency.

②  Embrace the fact that brand listening is an interdependent process,

it takes smart and reliable people and tools to work effectively.

③  Don’t just listen, leverage the data to better the brand.

Paid Tools Google Alerts

Organic Listening

Additional Notes

#BrandListening

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