2. Monitoring in der Theorie
Social Media Monitoring: Observation, documentation & analysis of Social
Media content by keywords, communities or users. Monitoring is done to
gain new marketing knowledge.
Benefits
1. Identify
- active communities & sites for future engagement where relevant topics for our
business are being discussed
- influencial users with high reach for future engagement
2. Learn
- about trends and hot topics in your markets
- from competitor activities
3. Report
- no. of mentions and sentiment to measure share of voice and perception
- list of topics and trends for potential use in MT Marketing
- list of influencial users, communities and ePR/Affiliate sites for future engagement
Internal usage only
3. Monitoring Angles
Content on Social Media can be monitored from different angles. Each
perspective opens a new dimension of understanding our business
better.
Monitoring Angles
1. Brand Monitoring
tells us about if and how we are seen by the community as a
brand/company
2. Market Monitoring
tells us about current trends and hot topics in the markets
3. Competition Monitoring
tells us about how the community sees our competitors
Internal usage only
4. Monitoring Angles
Monitor brands, subbrands, MT initiatives and campaigns to get an
impression about quantity, reach, sentiment and source of mentions.
1. Brand Monitoring
Monitoring of terms, words and phrases which are directly related to our company and business
Search for
Main brand
brands, subbrands
unique service products you offer (e.g. Service XXL)
terms around unique initiatives and campaign names
key stakeholders in your organization
nick names, abbreviations and misspellings of the above
Share Share Share
Responsibilities: of
effort
of
effort
of
effort
eTeam: Product Organisation Market Organisation
METTLER TOLEDO n/a
Mettler-Toledo
Monthly Reporting:
# Mentions (L30d)
Sentiment (positive, negative)
Top sources (add to cumulative list of platforms/groups/blogs/special interest sites with potential for engagement)
Top users (add to cumulative list of influencers with potential for engagement)
Internal usage only
5. Monitoring Angles
Identify trends and hot topics in your markets by monitoring customer
processes, workplaces and industries rather than product keywords.
2. Market Monitoring
This angle is not about us. It’s to identify emerging trends and issues that we need to pay attention to in the
larger landscape of your industries and the markets that we serve
Search for
terms that define the markets you serve
industries
Use terms that your customers relate to
workplaces rather than MT vocabulary
customer processes / applications or SEM keywords
names of thought leaders in the industry you serve
core values that you intend to serve in relation with the industry
Share Share Share
Responsibilities: of
effort
of
effort
of
effort
eTeam: Product Organisation Market Organisation
n/a Top 2 Industries n/a
Top 2 Workplaces
Top 2 Customer Processes /
Applications (e.g. Vision Inspection)
Monthly Reporting:
Add learnings about current trends and hot topics (for use in MT Marketing)
Add items to list of related keywords (for potential use in SEM and as keywords in eMarketing content)
Internal usage only
6. Monitoring Angles
Monitor quantity, sentiment and source of mentions about your key
competitors.
3. Competition Monitoring
Monitor mentions and conversations in the open space of Social Media. This new dimension can give you
insights about your competitors activities, strategy and issues
Search for
names of competitive company names, brands, products and services
stakeholders in those companies and their networks
buzz around competitive campaigns and promotions
nick names, abbreviations and misspellings of the above
Share Share Share
Responsibilities: of
effort
of
effort
of
effort
eTeam: Product Organisation Market Organisation
n/a Top 2 global competitor brands Top 2 local competitors – only if
local competitors are stronger
than global competitors
Monthly Reporting:
# Mentions (L30d)
Sentiment (positive, neutral, negative)
Top sources (add to cumulative list of platforms/groups/blogs/special interest sites with potential for engagement)
Top users (add to cumulative list of influencers with potential for engagement)
Internal usage only
7. How We Monitor Today
socialmention.com is our primary monitoring tool until a professional tool is
licensed. Before we ‚buy‘ a tool, we want to verify if this makes sense.
Monitoring is done monthly (Delivery of report at last day of each month)
Monitoring Report Template can be found at
http://inside.mt.mtnet/sites/cm/eCDB/socialmedia/Monitoring/Forms/AllItems.aspx
Primary tool for keyword monitoring
- SocialMention http://socialmention.com/
8 Social Mention lets you search for and subscribe to keywords
8 Keywords are searched throughout the web and categorized by type (image, video, blog, microblog etc.)
8 Results are categorized by sentiment, top keywords and top users
8 Social Mention lets you subscribe to reports
Result verification
- Google http://google.com
8 Google lets you search for categories like news, images and videos
8 In the news section, you can limit search for blog entries or single platforms like twitter.com
8 Google lets you limit the publication period
8 Google does not deliver analysis if entries are positive or negative
8 Google lets you subscribe to reports
- Twitter Search http://twitter.com/search
8 Limited search page for Twitter only
8 Advanced search lets you search for keyword combinations and defined time periods
8 http://twitter.com/#!/search-advanced
8 Let’s you distinguish between tweets and re-tweets
Internal usage only
8. Verification
Verification may return additional topics, users or communities for your
Monitoring Report.
Google Search Filter
http://google.com
Use the same keywords as for socialmention.com to search in Google
Filter your results using the left navigation
- News
- Blogs
- Discussions
Verify if monitoring results from socialmention.com match results from Google („Trends & Topics“,
„Users & Communities“)
Add new topics, users or relevant groups to your Monitoring Report
Internal usage only
9. In der Praxis
Social Media Monitoring September 2011
Brand Monitoring Mentions
Brand
- (Noch) fehlende Masse bei den spezifischen Mentions METTLER TOLEDO 129
oder Brand Mentions Mettler Ingold 1
Mettler Thornton 2
- Schwer definierbare keywords
Mettler Toledo Garvens 14
- Entweder zu spezifisch ohne relevante Ergebnisse, oder Mettler Toledo Safeline 5
aber zu breit für die Messung unseres Share of Voice Hispeed Checkweighing 3
- Identifikation von Communities funktioniert nur gut, wenn Initiatives
2
direkt auf Linkedin oder Xing nach Gruppen gesucht wird Competitors
34
Market Monitoring 91
12
- Positiv – die Herausforderung liegt im ‚Format of 29
17
Delivery‘ 29
8Mashups sind sehr interessant für interne 1
6
Informationszwecke (paper.li) 7
5
- identifikation von Opinion Leaders ist zeitintensiv 1
0
Competitor Monitoring 1
1
- Guter Einblick in die Aktivitäten unserer Competitors 0
0
8Benchmarking 0
0
8Topics, Campaigns 0
0
0
0
0
Internal usage only
10. Diskussion
Lizenziertes Tool für B2B-Firmen – ja oder nein?
- Wenn ja, für welche Funktion genau?
Spezifisch oder generisch, welche Art von Monitoring bringt wirklich
Ergebnisse?
Wie kann der hohe Ressourcen-Einsatz gerechtfertigt werden, wenn alle
einzelnen Mentions auf Wert geprüft werden?
Wie wird neues Wissen effizient generiert?
Internal usage only
