jess whitaker
TRANSCRIPT
Tracking, measuring, analysing and extracting market intelligence from the web is the future of Business
Intelligence.
OBJECTIVES
Customer Service / Feedback
Business Intelligence
Campaign Analysis
Sales OpportunitiesEmployee Relations
Community Building
Crisis CommunicationsReach and Recognition
Content AnalysisROI
What do I track? KEYWORDS
• Brand/Organization• Competitor Information• Broader Industry mentions• Campaign specific terms• Events or sponsorship mentions • Mentions of Key Stakeholders e.g. CEO/Government
Ministers• Topical Issues e.g. Climate Change • Current Affairs e.g. Elections • Natural Disasters e.g. QLD Floods • Scientific Research e.g. Nano Technology
How do I track?
“you don’t have to start with everything – it may be best to approach the set up in a tiered
Unpredictable Conversations
Research your keywords before tracking
• Are there any false positive matches to your keywords?
• Do people speak accurately about your keywords?
• Are there abbreviated versions of your keywords?
• Do you need to add qualifiers to your keywords or exclusions to make your search more narrow?
• Keyword enforcement - when inputting keywords you can be specific with what you want to know and don't want to know i.e. Coke - the soft drink not the drug
• Time saving - having to pull data from different online sources can take time, paid tools automatically aggregate into one portal
• Real Time - a lot of free tools serve information on a daily basis, paid tools aggregate close to real time
• Data mining - paid tools mine your data so that you can come back to mentions historically to compare volume over time
• Reporting and Analytics - layered custom built reports over the aggregated data from topical reports to sentiment reports
• Support - this is a new space, you are not meant to know everything. Paid tools provide a layer of support to guide you with what you need to know
Why paid tools?
Sentiment Grading:Manually assign sentiments and grade them by clicking on the plus(positive), circle(neutral), minus(negative) or trash can symbol (delete).
Mentions:See the individual mentions that relate to your keywords with a brief extract of the conversation.
Topics:Investigate themes customisedto your research, brand or competitors.