How to Identify Social Media Mentions that matter

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Presentation by Giles Palmer @jodoo9 Founder and CEO of Brandwatch from the Social CRM conference 2011 london http://www.oursocialtimes.com/socialCRMLondon/

Empresariales Tecnología

How to identify social media mentions that matter Giles Palmer CEO, Brandwatch giles@brandwatch.com Tel: +44 (0)1273 234 293 ©2010 Brandwatch | www.brandwatch.com

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Online Reputation Management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Online Reputation Management - Nissan Tracking the issue - there are huge numbers of mentions (219K per month)

Online Reputation Management … . but about 1% are the ones the brands PR team would be interested in.

Online Reputation Management - create alerts that matter

Social CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2010 Brandwatch | www.brandwatch.com

Social CRM: Find the right mentions ,[object Object],[object Object],[object Object],© 2010 Brandwatch | www.brandwatch.com

[object Object],Social CRM: Route the mentions © 2010 Brandwatch | www.brandwatch.com RBU Model mention type Priority level and Status are checked Mention is time stamped automatically

[object Object],Social CRM: Route the mentions © 2010 Brandwatch | www.brandwatch.com Assigned by email address Notes have a full audit trail Notes are added to the mention

[object Object],Social CRM: Route the mentions © 2010 Brandwatch | www.brandwatch.com

[object Object],Social CRM: Manage the mentions © 2010 Brandwatch | www.brandwatch.com

Social CRM reporting - tagging © 2010 Brandwatch | www.brandwatch.com

Tagging & charting © 2010 Brandwatch | www.brandwatch.com

Drill down © 2010 Brandwatch | www.brandwatch.com

A word on influence ,[object Object],[object Object],[object Object],© 2010 Brandwatch | www.brandwatch.com

Influential bloggers in the charity sector… © 2010 Brandwatch | www.brandwatch.com Site Rank Search ranking Traffic Social linking Inbound links type supplier oxfam.org.uk 48,348 157 34,666 14 117,088 Mainstream yes touchstoneblog.org.uk 45,369 112 10 61 41,535 Individual no scienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yes greenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yes blogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yes fundraising.co.uk 42,887 568 2,150 15 3,536 Commercial no econsultancy.com 41,839 91 187 3 32,642 Commercial no amnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yes youthnet.org 40,798 51 899 1 26,005 Commercial yes newphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual no jrf.org.uk 40,641 74 2,932 2 7,941 Commercial yes livewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yes thirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial no savethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yes communitycare.co.uk 39,071 224 117 1 1,724 Individual no rspb.org.uk 38,968 72 30,987 0 80,110 Developing yes savethechildren.net 38,127 73 933 0 46,808 Mainstream yes cafonline.org 38,053 164 1,997 6 10,291 Commercial yes care2.com 37,778 134 39 22 62,902 Developing no scvo.org.uk 37,648 127 131 0 22,519 Commercial no donation4charity.org 37,453 216 605 0 4,303 Developing no bullying.co.uk 37,440 46 5,887 0 9,222 Developing yes dogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yes bornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes

Legacy systems & Integration © 2010 Brandwatch | www.brandwatch.com

THANK YOU for listening Giles Palmer giles@brandwatch.com @joodoo9 © 2010 Brandwatch | www.brandwatch.com Go to www.brandwatch.com/ and register for a demo and 2 week free trial put socialCRM in the description Try it out

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How to Identify Social Media Mentions that matter

7. Brandwatch: how our clients use us Brand research Identify, route, engage, evaluate responses Site analysis Language optimization Identify, route, engage, manage Customer Services Prospecting Customer retention Market research Brand analysis Thematics Campaign Planning Campaign Measurement Campaign Evaluation

9. Online Reputation Management - Nissan Tracking the issue - there are huge numbers of mentions (219K per month)

10. Online Reputation Management … . but about 1% are the ones the brands PR team would be interested in.

11. Online Reputation Management - create alerts that matter

12.

13.

14.

15.

16.

17.

21.

22. Influential bloggers in the charity sector… © 2010 Brandwatch | www.brandwatch.com Site Rank Search ranking Traffic Social linking Inbound links type supplier oxfam.org.uk 48,348 157 34,666 14 117,088 Mainstream yes touchstoneblog.org.uk 45,369 112 10 61 41,535 Individual no scienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yes greenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yes blogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yes fundraising.co.uk 42,887 568 2,150 15 3,536 Commercial no econsultancy.com 41,839 91 187 3 32,642 Commercial no amnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yes youthnet.org 40,798 51 899 1 26,005 Commercial yes newphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual no jrf.org.uk 40,641 74 2,932 2 7,941 Commercial yes livewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yes thirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial no savethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yes communitycare.co.uk 39,071 224 117 1 1,724 Individual no rspb.org.uk 38,968 72 30,987 0 80,110 Developing yes savethechildren.net 38,127 73 933 0 46,808 Mainstream yes cafonline.org 38,053 164 1,997 6 10,291 Commercial yes care2.com 37,778 134 39 22 62,902 Developing no scvo.org.uk 37,648 127 131 0 22,519 Commercial no donation4charity.org 37,453 216 605 0 4,303 Developing no bullying.co.uk 37,440 46 5,887 0 9,222 Developing yes dogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yes bornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes

24. THANK YOU for listening Giles Palmer giles@brandwatch.com @joodoo9 © 2010 Brandwatch | www.brandwatch.com Go to www.brandwatch.com/ and register for a demo and 2 week free trial put socialCRM in the description Try it out

How to Identify Social Media Mentions that matter

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