Industrial Strength Reputation Monitoring and Management

By Brian Chappell

Walmart La Farm BakeryAny city, USA Cary, NC

Two businesses:

Everybody is talking about Walmart

No one is talking about La Farm

La Farm Bakery

1 mention in the last 3 months

Walmart

10,000 mentions just last night

How do you keep track of all that?

10,000!

Reputation MonitoringPlan

Make sure that you get the most important data

1.

and...

Make sure the right people see the right data

2.

How do you get the right data to the right people in

the most efficient way?

• Monitor (tools)

• Monitor (tools)

• Talk to top people

• Monitor (tools)

• Talk to top people

• Identify keywords

• Monitor (tools)

• Talk to top people

• Identify keywords

• Eliminate noise

• Monitor (tools)

• Talk to top people

• Identify keywords

• Eliminate noise

• Analyze data

• Monitor (tools)

• Talk to top people

• Identify keywords

• Eliminate noise

• Analyze data

• Act on the data

• Monitor (tools)

• Talk to top people

• Identify keywords

• Eliminate noise

• Analyze data

• Act on the data

• Optimize as needed

• Not easy to manage all the mentions - tool is the most important part of the puzzle

• Do you try to build your own solution or go with a vendor?

• Self-made in-house tool - custom dashboard and monitoring solution

• Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few

• Does the service have an API?

• How far back does the vendor have data for - Look for solutions that give you at least 6+ months

• Does the tool have CRM integration? ie. Salesforce

• Sentiment Analysis - how is it handled? Manual or Automatic - If its automatic what level of accuracy is it? Take Automated sentiment analysis with a grain of salt

• Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise

• You need a tool that is flexible enough to work with your business. This can be accomplished by customizable User Interfaces, custom tagging and assigning of jobs to key individuals

Tools

• For heavily talked about terms, don’t rely on “brand name” only keyphrase monitoring

• Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific

• Break out keyword buckets that clarify distinct campaigns being run:

• sub brands

• important people within the organization

• Competitors

• If you are trying to compare brand health with competitors then make sure you are using an equivalent number of positive and negative keyword modifiers: i.e. brand name + good, brand name + sucks

• Make sure you use enough negative key phrases to eliminate the noise. i.e. ring tones, porn, Viagra, and common branded terms that are not about your brand

Keyword Targeting

• Getting a good clean stream of news is worth the $$ most tools charge

• Understand how your vendor or solution eliminates noise behind the scenes

• Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions

• White list and blacklist sites

• Use specific keyword variations to filter excess noise

• Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful

• If you really need to, outsource this process – find a cost effective way to get the noise removed

• Amazon Turk is a very powerful, robust platform that can serve this task well

Noise Elimination

• This is the data you are after, minimal noise, only mentions of your brand / competitors that you want

• Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces

• Have the ability to assign certain posts and threads to the right channels / individuals inside of the organization

Refined Mentions

• Are you reporting on Social Media Metrics such as number of mentions, brand health, and other demographic details? All can be derived from a Reputation Monitoring Process.

• Define what you can do to better serve your customers

• Identify key global/regional trends

• Supplement your marketing department with information on bloggers/website owners that are worth reaching out to

• Don’t rely on auto-sentiment brand health. 70-80% accuracy isn't good enough to be completely hands off

Analysis

• ACT ON IT - doing something about the data

• Altering the brand health is not an easy task.

• Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis

• Find the golden nuggets inside of your streams

Take Action

• Continue to reconfigure and revisit the accuracy of keyphrases and negative keyphrases

• Crosscheck with RSS feeds, and Yahoo Pipes to make sure you are finding all the data that is pertinent. Blogspot is heavily spammed and used by many for legit purposes

• Remember do not alter your keyphrases too much or will skew trending of results

• Utilize equivalent number of negative and positive keyword modifiers when analyzing brand health or comparing share of voice of competitors

Optimize

The result of this process:

Imagine...

Imagine...

Instead of Unruly

Customers

Imagine...

You HaveFans

Instead ofUnruly

Customers

Imagine...

Imagine...

Instead Of Fans

Imagine...

Instead Of Fans

You haveFanatics

Imagine...

Imagine...

Instead of having to come up with new

ideas

Imagine...

Instead of having to come up with new

ideas

Your customers

tell you what they

want

Imagine...

Imagine...

Instead of pushing

content to indifferentaudiences

Imagine...

Simplyactivate the

links of customers

already interested

Instead of pushing

content to indifferentaudiences

The Possibilities Are Endless

Get Creative!

Thank You!

Blog

IgniteSocialMedia.com/blog

Twitter

@brianchappell on Twitter

Email

Brian@ignitesocialmedia.com