how to start monitoring your brand online
DESCRIPTION
Starting monitoring your brand is not so easy as it seems. You have to chose the right tools to get the results you want.Presentation @latoiletissesacom UCL, 3 december 2010Thomas Van RoyVOICE AGENCYTRANSCRIPT
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How to Monitor Your Brand Online
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Goodbye advertising, hello conversation
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Communication channels!"#
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The difference with other channels
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Social media give people a voice...
Everybody is talking:
• your customers• your donors• your volunteers• your employees• your investors• your critics• your fans• your competition.... • anyone who has internet access and an opinion
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Manage your e-reputation
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“ It takes 20 years to build a reputa4on, and 5 minutes to ruin it. If you think
about that, you will do things differently. ”
Warren BuffeB
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WTF, How Many monitoring tools are there ?
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We have realized a comparative analysis of the 20 most relevant
Weʼre scanning the market in order to define which analysis tools fit best to our clientsʼ needs!
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I. MAIN FINDINGS
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Main results of our analysis
1st conclusion: Vague and confusion in terminology used
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Main results of our analysis
2nd conclusion: No common code of « metrics »
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Main results of our analysis
3rd conclusion: Social media monitoring strategy ≠ listening strategy
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Main results of our analysis
4rd conclusion: Even if we can do magic, no tool can do miracles
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Monitoring tools categories
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Main categories in monitoring tools!"#$%&'()'*+,'-+.+' /*+01"2#'3'-440'+%+56#"#'
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Main categories in monitoring tools!"#$%&'()'*+,'&-&./%,/0123& 45%,"62$%78&,'*9/7',&
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Segmentation in the monitoring tools market
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II. PRACTICAL CASE
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CASE #1
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Avis wanted to beat its rival Hertz in the profitable business sector
Avis identified key positives and negatives about its brand in relation to the competition.
They found that a key positive for Hertz business users was the availability of Neverlost (GPS) navigation.
After this monitoring they realized they needed to :• install GPS• improve the loyalty scheme• simplify the contract
Car rental sector is growing at 1% per yearAfter having done their online social media activities, the Avisʼ turnover increased by 13%
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CASE #2
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15 February 2010 : Biggest Belgian train crash ever, Infrabel, manager of the Belgian railway infrastructure needs to react quickly
INFRABEL : www. .be – crisis communicaHonsecuriteferroviairespoorveiligheid
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Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.
INFRABEL : www. .be – crisis communicaHonsecuriteferroviairespoorveiligheid
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Buzz Monitoring to idenHfy conversaHon topics, center of interest, develop a more human approach of the dedicated website.New input with new content to be implemented within this week
INFRABEL : www. .be – crisis communicaHonsecuriteferroviairespoorveiligheid
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III. WHAT CAN I GET FROM MONITORING
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you will be surprised…
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IV. HOW TO GET STARTED ?
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What Do You Need ?
Automated or Human Monitoring ?
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What Do You Need ?
Automated or Human Interpretation ?
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What Do You Need ?
Qualitative or quantitative analysis ?
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What Do You Need ?
Real time or delayed results ?
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What Do You Need ?
Monitoring from now or from the past ?
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What Do You Need ?
Use of sentiment & tone of voice analysis ?
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What Do You Need ?
Do you need a consulting analysis ?
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What Do You Need ?
Do you need a report on results ?
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What Do You Need ?
Do you need suggestions ?
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What Do You Need ?
Do you need a dashboard ?
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What Do You Need ?
Monitoring tools are not equal…
…they have their own characteristics
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3 crucials questions!" #$%&'()'*)+',%-&'&)'.)-/&)01'
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V. ENGAGE CONVERSATION
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You donʼt have to hire legions of
people to respond and participate in
social media conversations
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Few conversations about the company
and its products need a response
(<5%)
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Don't just grab someone with a FB profile & put him in charge of
social media engagement
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A lot of public relations & marketing
com, with a few of customer support experience, The
whole mixed with empathy
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How influential is the source?
You canʼt respond to everyone itʼs all about prioritizing
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How many are talking about the topic?
You canʼt respond to everyone itʼs all about prioritizing
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Whatʼs the potential business impact?
You canʼt respond to everyone itʼs all about prioritizing
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Can we correct this inaccurate information?
You canʼt respond to everyone itʼs all about prioritizing
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Can we add value to the conversation?
You canʼt respond to everyone itʼs all about prioritizing
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Turn around an negative situation by offering help?
You canʼt respond to everyone itʼs all about prioritizing
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Advice for succeeding!"#$"%&'"(%#%)*+,-"%*./,012,%"(#"3-%1,+%"*%#%4$'*$'"5%
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