Upload
mediabistro
View
935
Download
0
Embed Size (px)
Citation preview
Monitoring and Evaluating Conversations on the WebwithGILES PALMERCEO, Brandwatch
Who is Brandwatch?• Brandwatch is a monitoring and
analysis company with offices in the UK, Germany, and New York (from July.)
What does success in social media monitoring look like?
© 2010 Brandwatch | www.brandwatch.com 4
© 2010 Brandwatch | www.brandwatch.com 5
© 2010 Brandwatch | www.brandwatch.com 6
But where do people start?
Watch Twitter Only• Who: Lots of people such as ASDA,
First Direct• How: Free stuff – Twitterfall,
TweetDeck, HootSuite• How good: Good for engaging, less
for reporting B2C• Issues: No analysis; big picture/little
picture
Add Google AlertsQuoted everywhere as a good way to
monitor the web
But Coverage is <10% sometimes a lot less E.g. Query: Gatorade Period: 1
month Google Alerts 684 | Brandwatch
12,115No reporting, analysis, segmentation
or history
Conclusion: not great
Use Blog and Forum EnginesBlogpulse, Google Blog search/Bing,
Boardreader
Omgili, Google forums
Time bandits
FRUSTRATION
Online Reputation
Management
Marketing
Research
SCRM
Search
Campaign PlanningCampaign Measurement Campaign Evaluation
Brandwatch: how our clients use us
Brand researchIdentify, route, engage, evaluateresponses
Site analysisLanguage optimization
Identify, route, engage, manageCustomer ServicesProspectingCustomer retention
Market research Brand analysisThematics
Online Reputation Management
All brands have issues from time to time. Being able to identify the issue, understand what and where it is and whether it needs action is a critical part of managing a brand online
In this example the brand wants to understand what’s happening around their brand
• Identify the issue and alert them• Track the issue• Respond if needed (see SCRM)
Online Reputation Management - NissanTracking the issue - there are huge numbers of mentions (219K per month)
Online Reputation Management…. but about 1% are the ones the brands PR team would be interested in.
Online Reputation ManagementAlerts: Brandwatch automatically alerts you to the issue.
Social CRM
Clients use Brandwatch to identify and manage their response in customer service issues, PR issues and sales opportunities. To do this they need to:
•Identify the right mentions•Route the right mentions to the right people•Engage (if needed) •Manage the process
16
Social CRM: Find the right mentions
In this example, sales want to engage with English language mentions where someone may be looking to but a Nissan Qashqai, Brandwatch looks for mentions that match the following profile:
(qq OR qashqai) NEAR/5 ("looking at" OR buying OR “brand new” OR buy OR test OR getting OR try)
The following mention found on http://farmingforum.co.uk/ matches that profile:
© 2010 Brandwatch | www.brandwatch.com 17
The customer service team add different category information to the mention to route the mention to the right person and to add data to the mention that will help measurement.
Social CRM: Route the mentions
© 2010 Brandwatch | www.brandwatch.com 18
RBU Modelmention type
Priority level and Status are checked
Mention is time stamped automatically
They add notes to the mention and assign it to the relevant user
Social CRM: Route the mentions
© 2010 Brandwatch | www.brandwatch.com 19
Assigned by email address
Notes have a full audit trail
Notes are added to the mention
The Nissan user receives an email and logs into the custom dashboard to see the mentions for their action. At this stage they decide what course of action to take based on Nissan engagement guidelines
Social CRM: Route the mentions
© 2010 Brandwatch | www.brandwatch.com 20
The user can click on the chart to read the actual mention
Social CRM: Manage the mentions
© 2010 Brandwatch | www.brandwatch.com 21
Marketing: Campaign Measurement
The Challenge
Video game developer ActiVision used Brandwatch to understand the effectiveness of their marketing activities around game launches.
1.Plan the campaign2.Measure the campaign3.Evaluate the campaign© 2010 Brandwatch | www.brandwatch.com 22
Marketing: Campaign PlanningUnderstand the terms and phrases that people use around the product
Understand where the conversations are taking place
Marketing: Campaign Planning
© 2010 Brandwatch | www.brandwatch.com 24
Marketing: Campaign Planning – by channel
© 2010 Brandwatch | www.brandwatch.com 25
Marketing: Campaign Measurement & Evaluation
Brandwatch allows you see the impact of your activities
Multiplayer Trailer
‘Wager match’ mode announced
Prestige edition announced
3DTV support announced
Jeep Wrangler COD Edition
Single player trailer
Game released
‘First Strike’ DLC announced
Various general game conversations
Marketing: Campaign Measurement & Evaluation… and your competitors
Announcement of collectors edition
7 minute demo trailer released
New ‘Enter Rome’ trailer
Multiplayer open BETA and trailer
Story line trailer
PS3 DLC announced
Game released (US then EU)
User reviews and general conversations
‘Animus Project 1.0’ free DLC
released
General conversations
‘Animus Project 2.0’ free DLC
released
Research
The ChallengeA frozen food producer wants to gain further insight in their sector. Using Brandwatch we can look at how people discuss ready meals in relation to health, retailers and a subset of brands.
Set up1.Create the right query – here we looked at “ready meal” OR “ready meals” 2.Find and tag the health, retailer and brand mentions by searching within mentions 3.Use the chart component to identify page types and share of voice4.Ongoing we could create these as auto-categories
Research: tagging mentions
© 2010 Brandwatch | www.brandwatch.com 29
Research: tagging mentions & charting
© 2010 Brandwatch | www.brandwatch.com 30
Research: drill down
© 2010 Brandwatch | www.brandwatch.com 31
A quick word on influence
• What is online influence• How does measuring it vary by
source-type• How to use influence metrics
© 2010 Brandwatch | www.brandwatch.com 32
Influential bloggers in the charity sector…
© 2010 Brandwatch | www.brandwatch.com 33
Site Rank
Search rankin
g TrafficSocial
linkingInbound
links type supplier
oxfam.org.uk 48,348 157 34,666 14117,08
8 Mainstream yestouchstoneblog.org.uk 45,369 112 10 61 41,535 Individual noscienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yesgreenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yesblogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yesfundraising.co.uk 42,887 568 2,150 15 3,536 Commercial noeconsultancy.com 41,839 91 187 3 32,642 Commercial noamnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yesyouthnet.org 40,798 51 899 1 26,005 Commercial yesnewphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual nojrf.org.uk 40,641 74 2,932 2 7,941 Commercial yeslivewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yesthirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial nosavethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yescommunitycare.co.uk 39,071 224 117 1 1,724 Individual norspb.org.uk 38,968 72 30,987 0 80,110 Developing yessavethechildren.net 38,127 73 933 0 46,808 Mainstream yescafonline.org 38,053 164 1,997 6 10,291 Commercial yescare2.com 37,778 134 39 22 62,902 Developing noscvo.org.uk 37,648 127 131 0 22,519 Commercial nodonation4charity.org 37,453 216 605 0 4,303 Developing nobullying.co.uk 37,440 46 5,887 0 9,222 Developing yesdogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yesbornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes
THANK YOU for listeningGiles [email protected] @joodoo9
34© 2010 Brandwatch | www.brandwatch.com
Go to www.brandwatch.com/ and register for a demo and 2 week free trial
put Mediabistro in the description
Try it out
Questions?