Buzz Monitoring Strategy

From search to careful listening

Ali Merchant | Ana Vieira Dias | Nicholas Bednall | Patricia Casal | Pierre Gaulis | Vasiliki Dimitropolou

Group B

Introduction

• Consumers trust each other the most

• Social media now feeds SERPs

• Legitimate voice of the consumer must be actively heard

• Imperative to hear what the competition is saying

• Measure of voice of an on-going campaign>invaluable data

• WOM equity = Experiential + Consequential + Intentional

Therefore conversation mining has become critical!!

Main Areas to Monitor

• Product

• Brand

• Reputation

• Competition

Why businesses need to monitor buzz

• Buzz monitoring takes place of traditional market research

• Search engines magnify smaller voices

• Buzz Management now equals Brand Management

• Co-opetition is a key to mitigation

• To answer customer complaints and questions on the Web

• To collate customer suggestions and help product development

• To prevent and mitigate negative coverage

Metrics

• Brand Monitoring (including threats & other associations)

• Brand Connections and Customer Relations

• Consumer Insights

• Brand Campaign Planning and Measurement

Metrics to Measure

• Visitor Loyalty: direct or bookmarked site visits (as opposed to visits

from search engines or ads)

• Subscriptions Initiated: email, print, and mobile signups through wish.org

• Content Shares: pages, stories, videos shared to social networks or emailed from company website

• Visitor Promotion: downloaded banners/badges or creation of related personal pages/blogs

• Page Views of Mission-Centric Content: stories and videos of experience

• Comments

Types of Searches

• Blogs Search • Social Mention Search • Media sites like YouTube Search • Google Search!!! • Microblogs Search • Photos Search • Corporate Websites • Whitepapers and Case Studies Searches • Online Encyclopedias Search

All searches involved some form of keywords Search

Available Tools

Moreover.com – industry news.google.com Digg.com Technorati.com Co.mments.com Blogpulse.com/conversation Blogpulse.com/trend Flickr (other photo sharing sites) video.google.com – now a true search engine keotag.com wikipedia.org oodle.com google.brand.edgar-online.com upcoming.yahoo.com amazon.com/tag/iphone google.com/trends/ searchanalytics.compete.com copernic.com pipes.yahoo.com

Read more: http://www.daviddalka.com/createvalue/2007/08/23/ses-san-jose-day-4-buzz-monitoring/#ixzz1YIQcZ17o

Usage of Tools

Social Buzz tools can be set up to inform company of specific keyword mentions directly in their mail boxes. This can help the company take timely action and mitigate any negativity.

Another important purpose of buzz monitoring is the aid it can provide in product development or achieving the company objectives of good customer service.

Close

• You have specialized websites that offer dashboards of services for Buzz Monitoring

• 21 Century Customers are more relationship-based

• You have to build leverage by listening closely

• There are too many pieces to put together!