1. TOOLS (HANDOUT)

2. QUALITATIVE INSIGHTS TOOLS
THEY OFFER US INSIGHTS INTO WHAT BRAND-RELATED TOPICS IS OUR TARGET IS TALKING ABOUT AND WHAT
ROLE OUR PRODUCT/BRAND PLAYS IN THE WIDER CONTEXT OF THEIR LIVES.
Insight
Quantitative Qualitative
Information

3. BRAND TAGS
USER-GENERATED DATABASE OF PEOPLE’S PERCEPTIONS ON MOST OF THE MAJOR WORLD BRANDS
GREAT FOR:
Getting a quick glimpse into consumers’ perceptions
of a brand. Comprehensive visual display make it
easy to spot dominant perceptions. It’s also a nice
add-on for client and internal presentations.
STOPS SHORT AT:
Filtering by age, gender, or any other
demographic information.

4. 43 THINGS
DESTINATION WHERE PEOPLE SHARE THEIR GOALS AND EXPERIENCES ON HOW THEY ACHIEVED THEM
GREAT FOR: STOPS SHORT AT:
Getting a quick scoop on the currently most Getting anything more specific
popular goals around. Additionally, personal than general insights and
stories of reaching a goal potentially uncover ideas about human
useful information about behavioral motivation.
dynamics and drivers of a particular
behavior.

5. FACEBOOK PAGE INSIGHTS
DASHBOARD THAT PROVIDES INFORMATION ON TRAFFIC, CONTENT, AND USER ACTIVITY ON BRAND’S
FACEBOOK PAGE
GREAT FOR:
Understanding and analyzing trends within
user growth and demographics,
consumption and creation of content. Gives
comprehensive information about brand’s FB
fan base and how they interact with branded
content. Breaks down activity by gender and
age, countries, cities, language, page views,
tab views, external referrers, and media
consumption (number of external video,
photo, and audio clips views)
STOPS SHORT AT:
Doesn’t correlate FB metrics with user activity
on brands’ other social media destinations, like
Twitter or YouTube.

6. FACEBOOK PUBLIC POSTS SEARCH
TOOL FOR KEYWORD SEARCH ACROSS USERS’ PUBLIC POSTS
GREAT FOR: STOPS SHORT AT:
Getting an idea of how people are Not recommended to be used
talking about your product, brand or in isolation from other social
category; what is the context of their data. Should be treated as one
mentions; what barriers to adoption of the first steps in forming a
they experience; and what is the creative hypothesis.
language and metaphors they use in
relation to your brand/product

7. TWITTER SENTIMENT
TRACKS VALENCE (POSITIVE, NEGATIVE, NEUTRAL) OF PRODUCT/BRAND/CATEGORY MENTIONS ON TWITTER
GREAT FOR: STOPS SHORT AT:
Getting specific terms that people
Seeing the overall sentiment of use to describe your product/
your product mentions and brand/category
following how this sentiment
changes over time and in
correlation with our online and
offline marketing initiatives.

8. WORDLE
A TOOL FOR CREATING WORD CLOUDS
GREAT FOR:
Running, for example, user product reviews or
comments through this tool gives us the most
frequently used words in relation to our
product/brand/category and displays them in
a visually compelling way.
STOPS SHORT AT:
Quantitative information (the number of times
a specific word was used in reviews or
comments) is qualitatively displayed, via the
size of a word’s visual display.

9. HOW SOCIABLE
MEASURES SOCIAL MEDIA BRAND “MAGNITUDE” SCORE MEASURED THROUGH THE LEVEL OF ACTIVITY AROUND
A BRAND DURING A GIVEN WEEK
GREAT FOR: STOPS SHORT AT:
Comparing where our brand stands in Doesn’t say if magnitude is the
relation to the competition on 0-10 outcome of positive or negative
“magnitude” scale (10 means the mentions
brand has practically saturated the
social web and 0 means there is zero
activity for the brand)

10. TWITTER SEARCH
OFFERS REAL-TIME MENTIONS OF A BRAND OR A PRODUCT ON TWITTER
GREAT FOR: STOPS SHORT AT:
This is one big focus group where It asks for a lot of time and attention
people freely express their satisfaction to read through all the updates.
or frustration with brands or products.
It’s easy to detect common themes
that emerge from updates as well as
words people use in relation to the
brand, and context of product
mentions.

11. WHO’S TALKIN’
AGGREGATOR OF SOCIAL MEDIA DESTINATIONS THAT MENTIONED YOUR PRODUCT OR BRAND
GREAT FOR:
Lists all destinations that mentioned your
brand or product (blogs, social networks,
aggregators, etc) so it gives a quick scoop
on the volume of online buzz a campaign,
product or brand generates, as well as what
are the most influential conversation hubs
around them.
STOPS SHORT AT:
Requires a lot of legwork to read all
the posts and determine the
sentiment of mentions, because the
tool doesn’t automatically provide
that information.

12. GOOGLE BLOGS SEARCH
FINDS BLOGS THAT WROTE ABOUT YOUR BRAND/PRODUCT
GREAT FOR:
Getting a comprehensive list of all blogs
which mentioned your product and/or brand
that can be used for targeted influencer
program, content partnerships &
sponsorships, and blogger outreach
initiatives
STOPS SHORT AT:
It focuses only on blogs, and it doesn’t gives
a snapshot of the sentiment of mentions

13. QUANTITATIVE INSIGHTS TOOLS
THEY LET US VALIDATE PRE-EXISTING DEMAND FOR A PRODUCT/SERVICE AND HELP US MAKE SURE THAT WE
ARE SPEAKING THE SAME LANGUAGE AS OUR CUSTOMERS IN OUR ONLINE CONTENT STRATEGY.
Insight
Quantitative Qualitative
Information

14. GOOGLE AD WORDS
GOOGLE’S KEYWORD TOOLKIT FOR ADVERTISERS
GREAT FOR:
Determining pre-existing
demand for your product/
service and detecting what
keywords people use when
searching for your product/
service so we can develop
SEO and SEM strategies
accordingly
STOPS SHORT AT:
It’s a conservative measure -
some people love a product but
don’t search for it, or use
Facebook and/or Twitter for
search

15. GOOGLE INSIGHTS FOR SEARCH
DASHBOARD THAT DISPLAYS SEARCH TREND OVER A PERIOD OF TIME FOR A PARTICULAR WORD
GREAT FOR:
Giving insights into long-term trends
around particular search terms (in
this case Apple - see spike in early
October when Steve Jobs died),
along with top articles, geographical
distribution of search and related
search terms
STOPS SHORT AT:
Getting granular info on
mentions, as it provides info only
on general trends

16. Gfk MRI
COMPREHENSIVE MEASUREMENT PLATFORM OF CONSUMERS’ MEDIA USAGE, DEMOGRAPHICS,
PSYCHOGRAPHICS AND CONSUMER BEHAVIOR
GREAT FOR:
Digital media planning and
getting overall idea about the
target audience, its behaviors,
attitudes, mindsets and
product usage.
STOPS SHORT AT:
Offering digital technographics. It should be
used in combination with social media &
digital behaviors insights.

17. eMarketer
RESEARCH AND ANALYSIS ON DIGITAL MARKETING AND MEDIA
GREAT FOR:
Overview of general trends in digital media
landscape. Insights into digital media use
by gender, geography, age, income, etc.
Good graphs for internal and client
presentations.
STOPS SHORT AT:
Psychographic analysis. Doesn’t get into
“hows” and “whys” of consumer behavior.

18. Radian6 and Sysomos
SOCIAL MEDIA MONITORING TOOLS
GREAT FOR:
Getting instant and unlimited access to all
social media conversations. Provides
insights into what’s happening in social
media space around your brand, why it’s
happening, and who is driving the
conversation. Helps in detecting
conversation hubs, top social media
influencers, and top bloggers.
STOPS SHORT AT:
Focused only on social media
conversations. Gives less insight into
psychology/motivations of consumer
behavior.

19. QUALITATIVE INFORMATION TOOLS
THEY OFFER BROAD OVERVIEW OF TOPICS AND INFLUENCERS RELATED TO A BRAND, PRODUCT OR CATEGORY.
Insight
Quantitative Qualitative
Information

20. ALLTOP
COLLECTION OF THE HEADLINES OF THE LATEST STORIES FROM THE BEST SITES AND BLOGS THAT COVER A SPECIFIC
TOPIC
GREAT FOR: STOPS SHORT AT:
A quick look at the most popular Any sort of quantitative and micro-
content in different categories level audience analysis
across the web. Useful for
detecting influencers, online
opinion leaders, and top bloggers.

21. ICEROCKET
SOCIAL MEDIA DASHBOARD THAT DISPLAYS BLOG POSTS, TWITTER MENTIONS, FACEBOOK UPDATES, AND
ONLINE BUZZ FOR ANY PRODUCT/BRAND IN ANY SELECTED TIME PERIOD
GREAT FOR:
Detecting social media destinations
(blogs, influencers, etc) with
mentions of the topic relevant for
our brand/product.
STOPS SHORT AT:
There is no way to easily
determine the sentiment of
those mentions.

22. TECHNORATI
BLOGOSPHERE SEARCH ENGINE
GREAT FOR: STOPS SHORT AT:
A quick way to find influential blogs, Telling quickly a more
explore the context of brand/product granular analysis (context
mentions, and find out about the and sentiment of mentions,
language used to describe brand/ etc)
products.

23. TWEETDECK
TWITTER TOOL FOR ORGANIZING BRAND/COMPANY FOLLOWERS IN CATEGORIES
GREAT FOR: STOPS SHORT AT:
Monitoring Twitter mentions It’s a real time monitoring tool -
of your brand or product or there is no analytical layer on the
campaign idea top of it.

24. GOOGLE ALERTS
EMAIL UPDATES OF THE LATEST RELEVANT GOOGLE RESULTS (WEB, NEWS, ETC) BASED ON YOUR QUERIES.
GREAT FOR:
Monitoring of pre-selected search
inquiries, like competitors, events,
campaign, media coverage, etc.
STOPS SHORT AT:
Isn’t sensitive for any other
developments outside the
specific search query that may
be relevant.

25. GOOGLE TRENDS
DASHBOARD FOR TRACKING MOST POPULAR TOPICS AND TRENDS OVER TIME
GREAT FOR: STOPS SHORT AT:
Correlating the impact of the Deeper insights into why some
campaign idea with the wider trends emerged and why/how
cultural chatter. Alternatively, they spread.
getting insight into the current
cultural trends can help us with
the launch of our campaign idea.

26. SOCIAL MENTION
REAL-TIME SOCIAL MEDIA SEARCH ENGINE
GREAT FOR: STOPS SHORT AT:
Being a social listening tool, it’s less
Displaying social media results for the useful for getting more granular
keyword search (product/service/brand, insights into user behavior and in
etc) AND providing the numerically- putting social media mentions in a
expressed sentiment analysis. Additional wider context of their behavior and
benefits are surrounding useful information media use.
like related keywords, reach and top users.

27. QUANTITATIVE INFORMATION TOOLS
GIVE US GENERAL OVERVIEW AND HELP US MONITOR AND ASSESS OUR SUCCESS
Insight
Quantitative Qualitative
Information

28. QUANTCAST
TOOL FOR DIRECTLY MEASURING TRAFFIC FOR YOUR WEBSITE AND AUDIENCE COMPOSITION REPORTS.
GREAT FOR: STOPS SHORT AT:
Getting high-level insight into traffic Doesn’t provide information on
sources, frequency and volume to mini-interactions with your site,
your site, along with demographic like content engagement and
and socio-economic data of your social gestures.
audience.

29. GOOGLE ANALYTICS
TOOL FOR DIRECTLY MEASURING TRAFFIC FOR YOUR WEBSITE AND AUDIENCE COMPOSITION REPORTING.
GREAT FOR:
Detailed exploration of the
traffic details, time spent on
the site, content breakdown,
and audience composition.
STOPS SHORT AT:
It doesn’t provide qualitative
data.

30. CHARTBEAT
ANALYTICS TOOL THAT ALLOWS YOU TO TRACK A PRODUCT OR CAMPAIGN LAUNCH IN REAL TIME
GREAT FOR:
Provides real-time traffic tracking and also dives deep
into granular engagement metrics on the site, like
user paths, time spent with content, and micro-
actions like clicks, downloads, and scrolls that show
whether people are actively engaging with the site
content.
STOPS SHORT AT:
Doesn’t incorporate social metrics so the
site traffic can’t be correlated with social
media mentions and other relevant actions in
the brand’s online system.

31. COMPETE
TOOL THAT PROVIDES A QUICK SNAPSHOT OF HOW YOUR SITE IS FARING VS ITS COMPETITION
GREAT FOR:
Quick view of brand’s top main
competitors and the volume of their
unique visitors.
STOPS SHORT AT:
Comparison is expressed through unique
visitors only, and it ignores the brand’s
standing in the social media space.

32. COMSCORE
DIGITAL BUSINESS ANALYTICS TOOL
GREAT FOR:
General overview of the web trends
useful to illustrate the point or provide
rationale for selected digital media
tactics in client and internal
presentations
STOPS SHORT AT:
Offers only very, very
general feel of where the
adoption of digital media is
headed

33. NIELSEN MEDIA RESEARCH
ANALYTICS TOOL THAT PROVIDES INTELLIGENCE ON CONSUMERS’ DIGITAL MEDIA ADOPTION
GREAT FOR:
A deep dive into performance
of brands’ web properties.
STOPS SHORT AT:
Everything else.

34. PERCENT MOBILE
MOBILE ANALYTICS SERVICE FOCUSED ON GATHERING DATA ON MOBILE AUDIENCES
GREAT FOR:
Offering a quick glance on how
much traffic is mobile, key stats
about the devices, vendors, and
operating systems. Helpful with
detecting key search terms via
mobile devices and with informing
mobile SEO strategy.
STOPS SHORT AT:
It’s currently capturing a
narrow spectrum of data.
GREAT FOR:

35. OMNITURE
ONLINE MARKETING AND WEB ANALYTICS BUSINESS TOOL
GREAT FOR:
Aligning measurement tasks with
business goals, providing advanced
audience segmentation, search
marketing optimization, creating paths
and funnel based on real-time data,
social and mobile engagement
reporting, and sentiment analysis.
STOPS SHORT AT:
Qualitative audience analysis, target’s
media usage and digital media adoption
stats, and their attitudes and mindsets.