Luke Brynley-Jones (Founder, Our Social Times) provides an introduction to social media monitoring, including guidance on free and paid tools, sentiment detection and influencer analysis.

1. Using Listening Tools to Monitor
Your Online Presence
Luke Brynley-Jones, Director
www.oursocialtimes.com
@oursocialtimes

2. Agenda
What is Social Media Monitoring?
Types of Monitoring
Why and What to Monitor?
Measuring Success
Sentiment / Influencer analysis
How to Monitor
Picking a Monitoring Tool

3. What is Social Media Monitoring?
Monitoring / Listening
Analytics
Measurement

4. Types of Monitoring
Goal
1. Engagement - Monitoring for real-time engagement.
Requires ability to respond, team-working and CRM.
2. Research - Monitoring to gather information, trends,
insights on an industry or market. Requires: data
storage, management and visualisation tools.
Scope
1. Targeted - Pick a number of people, organisations,
groups etc. and track what they are posting/saying.
2. General - Pick a range of keywords and monitor who
mentions them and what they say.

5. Why Monitor?
Understanding
Marketing campaigns
Market research
Product development
Competitor analysis
Brand popularity
Market sentiment

6. What to Monitor?
PR effectiveness: Mentions of your
brand/products by “influencers”.
Demand signals: What your target customers are
interested in: trending topics, popular keywords.
Brand strength: Positive/negative mentions or
recommendations of your brand, products, staff.
Product strengths & weaknesses: Comments on
specific features, positive and negative.
Competitive position: Brand mentions in relation
to competitive keywords (e.g. Dell / laptop)

7. Measuring the ROI of Social Media

8. Measuring Business Success
1. Primary indicators: brand awareness, brand
value, customer satisfaction, consumer trust
& loyalty
2. Secondary indicators: social mentions, brand
searches, website visits, Likes, registrations,
recommendations
Create a Measurement Framework

9. Sentiment Analysis

10. Influencer Analysis
mBlast.com
PeerIndex.net
Klout.com

11. How to Monitor: Create a Query
1. Pick an industry
2. Pick a niche within that industry
3. Write down all related keywords
4. Write down related words you want to exclude
5. Create a query (with an Analyst)
6. Test and refine it
7. Then STICK with it
8. Benchmark...

12. Why you need an Analyst

13. Pick Your Monitoring Tool(s)
Engagement or research?
In-house or out-sourced?
Sentiment analysis?
Influencer analysis?
Source targeting?
Geographical targeting?
Reporting requirements?
Budget?

15. Free Monitoring Tools
Google Alerts (google.com/alerts)
Ubervu (ubervu.com)
ViralHeat (viralheat.com)
Alterian SM2 (sm2.techrigy.com)
Nutshell Mail (nutshellmail.com)
TweetDeck (tweetdeck.com)
MarketMeSuite (marketmesuite.com)

16. Full Service Dashboards
Brandwatch (brandwatch.com)
Lithium (scoutlabs.com)
Radian6 (radian6.com)
Sysomos (sysomos.com)
Socialradar (infegy.com/socialradar.php)
Visible Technologies (visibletechnologies.com)

17. Full Service Monitoring Agencies
Converseon (converseon.com)
Nielsen BuzzMetrics (en-us.nielsen.com)
Synthesio (synthesio.com)
Integrasco (integrasco.com)
Market Sentinel (marketsentinel.com)

18. Summary
Set your goals and scope
Agree your measurement framework
Pick a tool (or set of tools) that meets these
requirements
Pick a topic/keywords and create a query
Refine it and benchmark

19. Thank you
Luke Brynley-Jones
Founder & CEO, Our Social Times
luke@oursocialtimes.com
@oursocialtimes
www.oursocialtimes.com
Join me at Social Media Marketing & Monitoring 2011
London, 19th Sept:
www.oursocialtimes.com/events