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Monitoring and evaluating conversations on the web
The document discusses best practices for monitoring and evaluating conversations on the web. It notes that social media marketing is a growing $14 billion industry. While tools like Twitter, Google Alerts, and blog engines can help with monitoring, they have limitations and do not provide in-depth analysis. The presentation recommends taking an inside-out approach by aligning monitoring objectives with organizational goals, finding senior level support, and tying metrics like sentiment and volume of conversation to benchmarks over time to demonstrate return on investment.
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Monitoring and evaluating conversations on the web
- 1. Developing Your Brandand Image Conference 30 March 2011 Monitoring and evaluating conversations on the web CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 0207 426 8877 E: [email protected]
- 2. Monitoring and evaluating conversationson the web Giles Palmer CEO, Brandwatch [email protected] Tel: +44 (0)1273 234 293 ©2010 Brandwatch | www.brandwatch.com
- 3. Brandwatch is amonitoring and analysis company with offices in the UK and Germany. © 2010 Brandwatch | www.brandwatch.com 4
- 4. Some Stats Social mediamarketing growing at 35% per annum $14bn industry in 3 years >60% Comms professionals say monitoring Social Media is one of their biggest challenges 70% of FTSE 500 companies are doing some sort of online analysis and / or engagement Social data (excluding Facebook) increased by 250% in 2010 © 2010 Brandwatch | www.brandwatch.com 5
- 5. So what’ bestpractice? © 2010 Brandwatch | www.brandwatch.com 6
- 6. © 2010 Brandwatch| www.brandwatch.com 7
- 7. © 2010 Brandwatch| www.brandwatch.com 8
- 8. © 2010 Brandwatch| www.brandwatch.com 9
- 9. The majority ofcomment about some stuff is within online news pages © 2011 Brandwatch | www.brandwatch.com 10
- 10. But introduce somethingmore emotional and the profile changes © 2011 Brandwatch | www.brandwatch.com 11
- 11. So what doyou do about it? © 2010 Brandwatch | www.brandwatch.com 12
- 12. Watch Twitter only Who:Lots of people such as ASDA, First Direct How: Free stuff - Twitterfall, tweetdeck, hootsuite, How good: Good for engaging, less so for reporting. B2C Issues No analysis Big picture / little picture © 2010 Brandwatch | www.brandwatch.com 13
- 13. Add Google alerts Quotedeverywhere as a good way to monitor the web BUT • Coverage is <10%. Query: Gatorade Period: 1 month Google Alerts 684 | Brandwatch 12,115 • NO reporting or analysis Conclusion not great – check out Brandwatch alerts © 2010 Brandwatch | www.brandwatch.com 14
- 14. Use blog &forum engines Blogpulse, Google Blog search/Bing, Boardreader Omgili, Google forums Time bandits FRUSTRATION © 2010 Brandwatch | www.brandwatch.com 15
- 15. Who’s influential? Search Social Inbound Site Rank ranking Traffic linking links type supplier oxfam.org.uk 48,348 157 34,666 14 117,088 Mainstream yes touchstoneblog.org.uk 45,369 112 10 61 41,535 Individual no scienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yes greenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yes blogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yes fundraising.co.uk 42,887 568 2,150 15 3,536 Commercial no econsultancy.com 41,839 91 187 3 32,642 Commercial no amnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yes youthnet.org 40,798 51 899 1 26,005 Commercial yes newphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual no jrf.org.uk 40,641 74 2,932 2 7,941 Commercial yes livewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yes thirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial no savethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yes communitycare.co.uk 39,071 224 117 1 1,724 Individual no rspb.org.uk 38,968 72 30,987 0 80,110 Developing yes savethechildren.net 38,127 73 933 0 46,808 Mainstream yes cafonline.org 38,053 164 1,997 6 10,291 Commercial yes care2.com 37,778 134 39 22 62,902 Developing no scvo.org.uk 37,648 127 131 0 22,519 Commercial no donation4charity.org 37,453 216 605 0 4,303 Developing no bullying.co.uk 37,440 46 5,887 0 9,222 Developing yes dogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yes bornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes © 2010 Brandwatch | www.brandwatch.com 16
- 16. Inside out isbetter than outside in • Figure out what the organisation is trying to achieve • Find an ally at a senior level & get some resource • Set clear objectives • Maybe get some help • Monitor it and show progress © 2010 Brandwatch | www.brandwatch.com 17
- 17. OBJECTIVES - tips Thisis a new form of marketing It should align with org. structure You need to think longish term Tie it into simple stuff like webstats Include online news GET THE TONE RIGHT Human, real, vulnerable, helpful © 2010 Brandwatch | www.brandwatch.com 18
- 18. E.On - Fittinginto org. structure DEPARTMENTS PR, Product & pricing, Talent, Retail, Renewables… WHAT DO THEY TRACK? Brand, plants, competitors, lobby groups, sponsorship, campaigns, events © 2010 Brandwatch | www.brandwatch.com 19
- 19. Fit the datato the organisation © 2010 Brandwatch | www.brandwatch.com 20
- 20. Set benchmarks 1. Webstats 2.Conversion rates 3. Volume of conversation 4. Sentiment 5. Competitors 6. Type of conversation © 2010 Brandwatch | www.brandwatch.com 21
- 21. Benchmarks – INTERESTINGMENTIONS 2% 1% c. 0.1% Interesting and worth 24% 1% 20% acting on 33% Interesting to read 52% 65% 79% 99% Not interesting (e.g. passing 24% mention) Pantene Honda Cisco E.on © 2010 Brandwatch | www.brandwatch.com 22
- 22. Benchmarks – SENTIMENT ©2010 Brandwatch | www.brandwatch.com 23
- 23. Getting it rightcan take TIME and ITERATIONS © 2010 Brandwatch | www.brandwatch.com 24
- 24. ROI example For oneclient, in a 1 month period Number of posts tracked ~100,000 Filtered to 4,500 Actual engagements < 2% Number of increased views 25,000 Increase in positive tonality 11% Decrease in negative tonality 25% ROI 558%
- 25. Try it out Comeand see what’s going on around your company for free Go to www.brandwatch.com/ and register for a demo put Charity in the description field THANK YOU for listening Giles Palmer [email protected] @joodoo9 © 2010 Brandwatch | www.brandwatch.com 26