UNDERSTANDING AND INFLUENCING

ONLINE CONVERSATIONS

Presented by @matthewgain

MATTHEW GAIN

PR GUY

4 DIFFERENT AGENCIES

1 IN-HOUSE ROLL – MICROSOFT

MYOB – BLOG AUTHOR

@matthewgain

WHAT I’M COVERING

The presentation will cover these topics:

• Monitoring conversations online

• Tools for listening

• What to listen for

• What to do with the data

• Engaging influencers online

• Tools for identifying and ranking influencers:

• Tips for engaging influencers

TOOLS FOR

LISTENING

Presented by @matthewgain

GOOGLE ALERTS

@matthewgain

@matthewgain

GOOGLE ALERTS

What is it:

Automates Google searches so

you are alerted when ever

Google finds mention on the web

of the world you are looking

for. You can receive as email

or via an RSS feed.

How to use:

• Go to google.com.au/alerts

• Sign in via your Google

account

• Enter keywords

• Use Boolean search terms to

limit search eg site:.au

• Select how regularly you want

the reports

• Select email or RSS delivery

GOOGLE ALERTS

@matthewgain

Boolean tips:

• Site:.au

• “product manager”

• Software and (engineer or

architect

• Helpdesk or “help desk”

• NOT mom

@matthewgain

GOOGLE ALERTS

Pros:

• Free

• Dependable

• Can choose preferred delivery

method

• Can choose regularity of

delivery

Cons:

• Requires Boolean

understanding

• Unable to generate reports or

graphs

@matthewgain

TWILERT

@matthewgain

TWILERT

What is it:

Google Alerts equivalent for

Twitter.

How to use:

• Go to twilert.com

• Login via your Twitter

account

• Select timezone

• Select delivery time for

alert

• Utilise Advanced search to

optimise your search

@matthewgain

TWILERT

Regionalisation tips:

• Focus on Australian only

tweets by:

• Putting Adelaide in the

near box

• 2000 Kms in the within

box

@matthewgain

TWILERT

Pros:

• Free

• Dependable (most the time)

• Can choose regularity of

delivery

• Advanced search options allow you to limit the results you return

Cons:

• Only receive report once a

day

• Unable to generate reports or

graphs

@matthewgain

TWEETREACH

@matthewgain

TWEETREACH

What is it:

A tool to measure the volume,

impressions and unique

potential audience for Twitter

conversations.

How to use:

• Go to tweetreach.com

• Enter your search term

• Pay $20 US for a report that

covers more than the most

recent 50 results

• Reports are delivered within

minutes

@matthewgain

TWEETREACH

Great service for measuring

the level of Tweets being

generated around a specific

#tag. Identify top tweeters

for potential additional

engagement.

@matthewgain

TWEETREACH

Pros:

• Cheap service

• Reports are delivered very

quickly and are accurate

• Identifies top tweeters to

allow for additional

engagement

• Provides impressions and

unique audience

Cons:

• It’s not free

• Limited history on how far

back it can go

@matthewgain

RADIAN 6

@matthewgain

RADIAN 6

What is it:

A full service monitoring suite

that can monitor all your

social mentions in one place at

the same time.

Radian 6 also enables proactive

engagement via Buddy Media and

can connect into CRM platforms.

How to use:

• Go to Radian6.com

• Register for an account

• Set up keywords

• Set up alerts

• Generate graphs, word clouds

and influence lists

@matthewgain

RADIAN 6

Generate reports, graphs and

export for professional

presentations and

evaluation.

@matthewgain

RADIAN 6

Pros:

• Leading monitoring service on

the market

• Enables you to monitor all

your social mentions in the

one place and generate

reports

• Can scale into a CRM and

proactive engagement

Cons:

• It can be costly

• It isn’t a silver bullet and

arguably isn’t as bug free as

it should be

• Is not a small business

solution

WHAT TO

LISTEN FOR

Presented by @matthewgain

@matthewgain

WHAT TO LISTEN FOR

Brand names:

• Create keyword search terms for:

• Brands

• Product names

• Other terms you use to describe your product and services

• Remember to include common misspellings

@matthewgain

WHAT TO LISTEN FOR

Your competitors:

• As Sun Tzu said, keep your friends close and your enemies

closer

• Understanding what is being said about your competitors’

brands online can be as valuable as knowing what is said

about your own brands and products

@matthewgain

WHAT TO LISTEN FOR

Your industry:

• Beyond product names, identify things that may represent new

business opportunities for you

• If you’re a builder perhaps you might want to set up an alert

for conversations in your vicinity that mention DAs or

mentions of the words ‘home extensions’. A timely tweet that

congratulates the individual on their DA approval and informs

them of your services may open up new opportunities

WHAT TO

DO WITH THE DATA

Presented by @matthewgain

@matthewgain

WHAT TO DO WITH THE DATA

Do this:

• Change something for the better

• Create value for your audience

• Get involved – talk back

CLASS

EXERCISE

Presented by @matthewgain

@matthewgain

CREATE A KEYWORD LIST

Category Search term Misspellings Competitor brands Industry search terms

Company Edelman Elderman Edeleman Ederlman Edelmen

Weber Shandwick Ogilvy

PR Public Relations Social Media

Brand 8095 80-95 8095s

Gen Y Study Generation Y Millenials

IDENTIFYING

INFLUENCERS

Presented by @matthewgain

KLOUT

@matthewgain

@matthewgain

KLOUT

What is it:

An influence measurement

service that provides a score

for influencers and allows you

to identify experts on a

particular topic. Klout Perks

enables you to provide offers

to specific influencers.

How to use:

• Go to klout.com

• Sign in via your Twitter

account

• To use you need to connect

your Twitter/Facebook account

• Enter search terms to

identify potential

influencers

KLOUT

@matthewgain

Any score over 50 has

influence on a particular

topic.

@matthewgain

KLOUT

Pros:

• Wide reach

• Arguably one of the most

recognised influence tools

• Wide cross section of topics covered

Cons:

• No replacement for human

anlaysis – just a support

• Can be difficult to identify

local influencers

• Mixed results on Perks

TWEETLEVEL

@matthewgain

@matthewgain

TWEETLEVEL

What is it:

An influence measurement tool

that can give a score on any

given Tweeter allowing you to

identify level of influence.

Also allows you to identify

influential tweeters on any

given toppic.

How to use:

• Go to tweetlevel.com

• Enter either:

• Twitter handle

• A topic

TWEETLEVEL

@matthewgain

Any score over 60 has

influence on a particular

topic.

@matthewgain

TWEETLEVEL

Pros:

• Free

• Allows you to rank tweeters

by simply having access to

their handle

• Identify topic influencers

easily

• Can be used as a measurement

tool

Cons:

• No replacement for human

anlaysis – just a support

• Can be difficult to identify

local influencers

• No ability to rank multiple

influencers at once

BLOGLEVEL

@matthewgain

Just like TweetLevel for

Blogs

LISTS

@matthewgain

Just like TweetLevel for

Blogs

@matthewgain

LISTS

What is it:

People create lists for all

types of topics. A little

Googling may uncover a ready

list of influencers already

created for you.

How to use:

• Go to Google and search for

terms relevant to your

desired list

• Consider also:

• Twitter Lists (listorious)

@matthewgain

LISTS

Pros:

• Free

• Someone has already done the

work for you

• Backlinks and commenters on

the list may give you

additional influencers

• List creators can point you

to towards rallying

influencers

Cons:

• May not exist

• Can be difficult to confirm

the validity of the list

• May not be up to date

ENGAGING

INFLUENCERS

Presented by @matthewgain

@matthewgain

ENGAGING INFLUENCERS

Do:

• Think about the value to

their audience not what you

want

• Build a relationship

• Think about mutual benefits

• Meet face to face

• Customise your approach

• Read/view and interact with

their stuff

Don’t:

• Send a generic Bcc email or

worse a To line email with

multiple names

• Spam them

• Approach people without

thoroughly understanding

their space and what they’re

about

I HOPE THAT WAS USEFUL

THANKS

Presented by @matthewgain