4. - Useful for pitch research, and to validate plans
- Good when budgets are low
- Good in addition to paid tools
Why free tools?
5. - Tools I use for research
- Tools I use for measurement
- What and how, not so much why
I’m going to talk about my toolbox
6. Tools for research
- To discover:
- who is talking about a topic -
influencer mapping
- what is being said
- what vocabulary is being used
- when and where relevant
conversations happen
7. Tools for measurement
- To baseline, assess current amount of
buzz
- To track changes
- Specific to platform vs all public
online content
8. - Pages from the UK
- Blogs > Homepages
Google’s search filters
9. - Pages from the UK
- Discussions > Recency
Google’s search filters
10. - Check timing & popularity of
terms
- Competitor analysis
- Regional interest
- Folksonomy (what words
people really use)
Google trends
11. - Within Google Display
network...
- What sites does your target
audience visit?
- How likely is your audience to
visit a particular site vs
average for that region? e.g.
YouTube
- What % of your audience is
reached by each site?
Google ad planner
12. - Find top tweets and links
- Include advanced boolean
queries (search terms)
Topsy
13. - Find ‘experts’ based on how
much they tweet about a topic
Topsy
14. - Measure volume of followers
over time
- Up to three months history
free
- Paid options to export data &
track ongoing
Topsy
15. - Measure estimated reach of
past 50 tweets matching
search term
- Additional volume available on
paid accounts
- Top contributors
- Timeline of tweet volume
- Most retweeted tweets
- Download XLS or PDF
Tweetreach
16. Twittercounter
- Measure volume of
followers over time
- Up to three months history
free
- Paid options to export data
& track ongoing
17. Cadmus
- What is trending within your
network - amongst people
you follow
- What is trending within a
target influencer Twitter list
18. Tweriod
- When do your followers
tweet?
- When do you get the most
@replies?
19. Followerwonk
About your followers or those you
follow:
- Location
- Follower count
- Account ages
- Recencies of tweets
- Total tweets
- Languages
- % retweets within tweets
- @mentions outbound
21. Twiangulate
- Twitter user search by
complex boolean query
(keywords) including
regional limit
- Search within a particular
users’ followers, list, mutual
followers
- Sort results by followers
- Export list of Twitter
usernames
- Visualise results as network
map
22. Tweetstats
- When did you tweet? By
month, day and time.
- Who do you @mention the
most?
- Who do you retweet the
most?
- Word cloud of your tweets
27. Keeping track of blogger outreach
- Google docs
- Name, subject, site URL
- Twitter URL, Facebook URL
- Google Page Rank
- Inbound Links
- Alexa % UK traffic
- UK daily unique visitors
- Twitter followers
- Facebook fans
- Notes
- Date contacted
- Date responded
- Response URL
- Address
- Email
28. Keeping track of
metrics
- audience size
- reach
- engagement
- advocacy
- What are YOUR
objectives?
- Use the customer decision
journey to define these