Monitoring brands in social media

1. BrandtrVlanagemrenf Social
wittr Media
Brond monagemenl is
undergoing o dromEtic
ehongewilh the odvenl of irendpeciia
-
sociql mediE. Brond
mqnqgers cqn no longer
execute compoigns in
trsditionol moss medio ond
i gnore conversolions toking
plcce in soriol medis" Does
G#*:$[ry
the developmenl of sociol
medio ond the hugevolume of
cuslomer inlerocfion dEto
nledn fhot our exisling models €.*.*:.tfi$,.++;;
of brqnd equiry are no longer
volid?
SuneslrSood Ti ' ey fel t rl rai si rrce i hese hi gh premium consulneLsare williirg to
Re se c che r
r i nvol i ci nei rt purc[raset depen..l pay for a brand, as well as non-
Sch o o lo { M o r l< e tin g , hg2vi l y on btand stori es financial measures clriving c1r-rality
Universily Technology,
ol Sydney.
commrrni cal ed' hrough vrri ci y nf
i a and a d,esireto tell the brand story
T h e o u th o rccn b e r e cr ch e cll
o
S ur e sh .So o d ( Ou ts.e d u .o u i oti cl r poi nts usi ng a vari cfy oi to fri encl s. K ey brar - r d eclr - r it y
techniques coveriirg referrals,word components i .ncl ud,e awar eness,
o f mor-rth ancl . engagement )l
i i i rageand l )ers, i al i fy absociat i( ) nr
a cri vi l j cs,S M i : i ,l el l l y sl i red f,,r and loyatty" In the light of this, the
conveyi ngsi rchstones resr-rliar-rt
ineasuresrroiriiorecl by a.
$' , ' r - ^^^ o c i a l M e c i i n (Sl ) s u rv e y
* ,
, S
E ( 2008 -0 ^ ,) c o ,rJ u c ' u e J b v
^q Traditional bland managenent bren' l oi ,rner/rnanrge l lcquir c ir , , l
onl y assemt,l age of t ir ese
- & F x c h ri rg r4 i n rd ;a Bl o g w o i k s ,
& activities focils ot-rconveying the
an ov c _' -w h -e" -In ' i n r, 9 0 % o f tl re
_' r _ '. " " b bra.nd stor.'y to cor-'r.sr-iinei's
using curt!p()trentsl l ri ri , sigLr if r cant ly
-
s ur v ey c d In J i a n n ra ' :k e ti i ' ,.g n d
a aw;ueiress
bi-a.ird zrndassociariolis ro mcre post-processing, data thaiof
ad. , ' et ir i n p e )i e c rj ti v e sb " l i c v c c l
'i :.- : .- .- .i
attr .t
,' ,
,l r :r t! fp,ti Sh i he l s captr-i red. Inevi tably, br and
li us r tr ( :i l _
t lr at S hl, i i rc i L r.l i n g:l o p -si,rn p a c t
l brancled proeluct or servir:eiir the i l ranage15rd nrai ke{ng cxerr rf ivcs
ai i
i' r us int r e s .F i frv -e i g h t p e rc c i r o f
s i nla.rketplace anc{ the rui-nii of the i rveri tu rrsi l rg s(,ulced
oui inoclt ls
tl-r.e execritivesfelt tha.t SM woulci col l sLi 1l ]er. easr,i ri ng vrhy the
fl rnd rrrei l -i o..l ol ogi esl, iJlid equiiy
for
-' - L l- :- ' - - ' ih ln r r sh rri casti rci ncnt. Thc n1{ r5[ f)opri l i i r
Li$dLU" -
d uBf rlllPdL r r ,, bi':rild is bettei' ai'rcldifferentiated
'
2010. Eighty-fivepercent of tfieni fnl crrsroi i i er as ci rcaj rb,rl at.d.y
s l setvl ces i ri cl ude the Young &.
oirined that Sh,,fv,rould have air hrand,.qui i y bucorncs i i l l .oi ' taLrt
arr R ubi cam B rand A sset Valuat ol
iit pac t i n h i g h i n v o l v e rn e n t rrl ersuIe for r-r!l ccii rrg fi narrci ri l (BAV--claimed to be the wor'trd's
f i' r : c hDsc d c , i s i .,i rs rc q u i r.i n g value and mark-etarnzar:eness. Brand l argest brand data.ba se)and AC
-research and compa.rison shopping. eqriity directly relates to the price Nielsen rXlinningBrands.
@ 2009 The IcfariUniversity Prcss.Ali Rights Reseivecl

2. S M in c l i -rc 1 e s ,1 o g s , s o c i a l
L r{iscussed tlre consunrerstirat
by br,rn.l ntl tl t.tger) hen n lonit , , r ing
w
r-ietworking(MySpace, Facebook, lrelps to iclentify potential service mec{iar.
sociatr
Link ec iln, a n d i l o re ) wikis opportunities. T[re shift to service 7hat's a Br:rr-rcl Manager to dcr
( $7ik ip, d i a i , th e p re e n ri n e n r is achi eved by provi di ng
w i th soci al mecl i a/ The st ar t ir - r g
ex ar nple), s o c i a l b o o k i -n a rk i n g i n [orrrral i otrfl ow s. t rl r(senti nH a poii-rt is actuatrlyto identify where
(cielicior-rs), pt-iotlr (Flickr) /viiletr :c rV i t c, trr ai J l l te ( onsttttter i n
consumer stories about tl're brand
s har ing ( Yo L rT u L ,e:rn c l rz i rtu a l
) selecting high involveflrent goot-ls are beirig tolcl within social media.
wor lc ls ( S e c o n d I-i fe ). T L re s e a n cl servi ces i ncl usi ve of travel A 'whitelist' of the hlghly relevant
ex em plar y a p p l i c a ti o n s fa c i l i ta te packages, crltrreras cars.
or
hl trgs and w eb desti rr at ior r s is
the marketersanelcclnsumers get to The implications of brancl as a compiledand kept up to date.Next
close to each olher anr-lengage in s e rvi ce i ncl udes brand ow ners comes tracki ng and capt ur ing
iout ine c o n v e rs a ti o n s and i rr vi ti ng cr' rr.i unl er'to f,l l ' ti ci nrtt spontaneous, brand r eievant
)
s t or y t ellin g . T h e C l i -re T ra i n on consrune r gror.rnclrrles.In effect, emotional content. Only then can
I
Manifesto wzrs the {irst to recognize tl-Le customerbeccrmes co-creatoi' deep lrnsolicited consi-rmer
a insights
the ability of ttre internet to enable o f val ue w i th val i -re al l v:l ys be unclerstood. Importantly,because
people to have 'human to httman' determined by tlre consr-rmer. this of sheervolume the focr-rs
In shoulclbe
c onv er s a ti o n s , :rn c l th .c re L ,y manner, the br:ai -rc{ has an on quality rzrtherthan quantity. But
ti-ansforming tracliti.on:rl btisiness opportuni.ty to becoirrea cultural the stories too are evolving to be
practicesracJ,icaLly. Accorelingto ttre brand ti:anscendir-rg soci al m edia
irranifesto, the Interr-retproiricled th e i denti ty of a , stori es. They no
nevr' l-lreans Lroththe niarketsand
for procluct company
or , l onger havc a
(rl g ,rn i Z i l fi ()tl5 { o ( { ,llr lltr lni( ilie.
and taking on the I beginning, middle,
Tbday, the markets know far urore s r -rbcul tr-rres ' and end br-rthave
abor - it t h e p ro d rrc ts th a n tfi e refl ecti ng the Today, the morkels ' ' mi croconlent '
compal'riesthenrselves.Con-suiners i der-i ti ty of knowfor more obout that i s consist ent
are realizing that they can readily c onsui ners,l t4yths
fhe products lhon witl-r the drlves of
get assistance and information frcxl represent tl -re i Generation Y and
fhecomponies
0t he- , : c o n s L rn l e rs F ,y s o l i c i tl n g c{-l1Tir11on stclries themselves rNtw7-"Some of tl're
tipinions throtrgh social.networks b i ndi .i rg the
stories:riechunked
and visrting X/ebdestinations, hke c o mmuni ty tcl the content lt t elzr lly
A r . naz on , e B a y , C k T i rtz rB y e b y e , h -, and and often
throw rl
TiipAdvisor or Yelp. to l el by w ord of
haphazar dly in
Within social metlia, the brancl nrouth. The sirift to sr-nal l nar r at ive
inanager ireeclsio recognize tire s ervi ce i s made bites making useoi
br aud' s c l rrv i n g fo rc e a s th e possih,le movii'ig from a one-v/ay
iir
i he cl rff* rent so. i al nr*di. r pullir r g
collective ir-rsigLrts r-lerived. from il' l ttJtl nf ttras' ctrtti l ttutti . af i on.
together l i nks, photos, videos,
c ons uf f r e i . i n te ra c ti o n s . T h i s (l -assw el l1948) to a pee-r-to-peer
conlments fiom a social netwotk
par : adigm s h i ft of b ra n c { - communications rnodel, wi-rerethe
and 140 charirctertwitier (another'
m anagen e n t i n s o c i :rl me c l i a i s consulneLis a key coinponent of an
form of SM using X/eb and SMS
r ec onc ep tu a l i z i n g th e b ra n c l . In ilrtel ct t i ve L, rtn i l r tr n i ca I i , rl l
messages certatn cor-rntries)
in "
es s enc e, th i s m e a i l s i n a k i n g network. This can be continuoi-rsly
accessible the Lrrand, owner's skills wi tnessed from oni i ne soci al A key aspect of SM biand
and knowleclgefor the benefit oi interactions, se{f-e>lpressions, social managenent is to gain leverage froil
consunlersin a variety of branded, bookmarking aird user-genera.ted the S oci al Graph. Thr s is t he
a.s well as unbrandeclcontexts. The content including ratlngs ii'l sociai network of r:onnectionsthat e>list
r,rnbrancl-ed contexts represent the media environments. Furtherilcire, through w hi ch people
avirilaliility tr f tltr lr itu o i{ V co n te i) t the existing model of brand equity communi cate and shar e
wl- iic l' r is e x tre m e l y u s e fr-rl tc t can be augnlented v;ith a richness information. This glaph can exist
under s t a i ' i d th e v a l u e s b e i n g of c'latan()t previously witnessedby for employeesinternally within tl-re
Advertising Express August 2009 r 48

3. c ilm pany , ? 1 s w e l I a s fo r tti e
Branclbr-rile1ing
cL{st()trners. using the
p;rrticip:rtoryapprozlch t rnployees
of
is i-lot trnusnal:rsseenby Microsoft
. n t p l , , y e " ' , h l, ' g P- iir c 1 [' 1lif p lo je t t:
r I The (Television
TVC of campaign besf-whyinthe
[ommercial) thestupidity the
shows the hell
:rncl company. For cttstctmers, the i would want use phone letalone features) camping?
you t0 your ({or 36 when I thought idea
the
abiiity to see the trritran sitle of a : oicamping t0'get {rom
was away it all'/
c olr pany th ro u g h e tn p l o y e e so n i Canundentand were a remote/dangelous you'd
if you in areawhy carry phone land
a 0r use
Y ouT ube, b l o g s o r F l i c k r b e fo re I tPIRB lndicating Beacon), a mobile
P0sition Radio but phonet0 use features,
l6 I
lEmrrgrncy
cleclcling doing business
on with the r {ind silly.
very
c()mpany provides a richer brand
forNext understandablecoverage Telstra
Suppose stupid cantpaigns Gare
such ad when isall has
e;rpeiieircetlurn competitive pl:ryers
on.
toconrpete
uiho chc,osei-Iot to al1owemployee
engagement socialmedia"
in I've my
used iPhone camping kosi national inwinter, oftimes.
around (Kosciuiko) park, loads lt's
; great check with
t0 in worried check (onditions forecastswaste
{amrly, weatherltemp and and
Achlevii'rg tt're rrisioi-r<tf tLie I seyeral camping out
solo
dusk sleep. usually
otherwise tedious between anrl
ra.ther hours l'm
brand uranageruslng social niedia (from iPhon$, I docarrysmall
but a reserve
there, it's
so to access media the
great have and
t o inc r ea s e i i n d n i o n i to l b ra n d
baltery it and tocarefully camp if I want
for have choose spots coYerage.
ecli-iltyreqrriresfamili:rrity r,vith a
hanc lf ul o f te c h n o l o g i e s rl n d would in handy anemergency.
Edit: doubrphone come that
I a in [spetially spotry
with coverage.
mechanismssuitec{tc'riclentifying, ' Take l,lational thebest
l(osi Park, (Western have
skiing faces) zippo coverage isthe
and spot
likely
t r ac k ing and l i s tr:ri i n g i -o lf really c0ncerred it (especialiy rent buy epirb.
ofiniurl. you're that about i{solo) 0r an
cr.rrrversations^ Why sl-roulcl bl;rncla
, lWhereis (lrttp://wwwyoutube.tomlwatchlv:cdhS-cx8f{)
]
m anager c a re a b o u t th e s e to o l s /
| :aw nerr where
a ad driving follorvingdirections phone.
acouple and
there's GP5 ontheir The
Quiet simply, the world is clra.nging
guys phone (non-Telstra) upand
stuf{s giving directions
stops hinr 0r something, at whith
rapi,-1Xy social inecli:rhas direct
:rncl
r pointthegirl out Ielstra whirh them corrett
pulls her phone gives the voice"guided directionr.
im plic at i o n s fo r b ra n c l e q u i ty
I Then voiceoy€r r0mething network thebetter
the says about with coverage0r something
reF)ieseniing real time sto-rytclling
tirkii-rgplace t,etween consui-ners. , along line:.
those
V(/Xlat cai! lisien to a.ncl
we measuLe ' l'mconiused because
though I thought signal, iscompletely
GPS etc., independent ofnetwork
ir-rsoci:rl rneclia pi-ovidr:sthe brand (other the
rhan A,6Pl givingquicker down position)i adseemsimply
a lock on The to that
Lr ! i/ nei w i i l ' r a v e i y p o w e -rfu l havirg coverage them have reliabk
allovn to more GPSnavigation. ma.kes tome
This sense only
incl1r:aiion events tiir.fo[,:ling
of ii'r if thenavigation solely neiwcrk, ol using phone's GPS
isprovided bythe instead the in-built
i. e r i t im e . T h i s c a i -rJ re u i s e c l i l
: {hereis withorLt GPS (an't
forinstance, |'{avigator, in"builr if possible, think could it be
{uring,
c om pleme n i th e k e y tra g g i i ' rg r$0 aicurate). it'sa bitmisleading,
I think I have interpreted wrong.
but might iust it all
1nc ' lic at o r f m.ri n k e is [r:ri :e . h t:
o T ]008
wfiidpool. hercnber
forums.
fource: neta4
fotriowingexample heiirs iltr-rst -r:rte
tl',e iri-rporIarLc€ sociill ir-redia.
of
" [e l s tr:r, ne tvritrks). T',oro cctrlrmelcials in n-ionittiring soci:ll nretlia and infrtn-'.l
ilonii: or in g ^ ihe
'whereis' a.ncl'camping'
ira.rticLrial, the br;rnt'l owne Is aboi-tt tl-re
i rl e cU r'n n tti nic:' tit) ir il lli i ial i' r
ar:esinglec1- These
out fot tl-ris st',-rdy. conversaLlons taking place in tl-re
etnt,:rikeclon ll iriassT'V
A.usiizrlia,
adveriisernents u/ere based on being sqcia! mec-lia^If tl-re contelli ctlll
r;1 1 prini r r tlve r iisi,tg L ,) l) tl d it' r t
afite to r.rsi:Ner',t C rlrok,iles io lots L]ieate reputittitln:rl risk, apllttrtlriatt
stipplecrentedvrith the use of seler-.t
of piaces, even wtrreii caurprng tlr action needs to be taker-r. ln the
s'ciat merlia ch.erni1ets y,-ru-lube
iifte ,
tooicin-.gfirr clii:ecticiirs The exhilcrii conyei.sations highlighteci that tirr
{,', 5s,qin g ihr D' lt r - r t ir { llr Cnt : ( , lr
shows sorne o'o 'r-Lr(icristomet weLe con{usecl a.bout tfie
coifsLli-eeLS
tlei-l:rncl. The campaign fttcr-ts v,'asitr
r:onversa.tions ailcl opinionsr relatct-l c-1etaitrs thc- services, the branL--l
of
proi,,iclea.r/arencss tLre coLintry-
of
to thr: ;lrj-s. ()i/r'nerscan take an immediate and
wic-1ccover:rge ancl. technological
An ()i-rtsor-lrced
sei-irice c:rn h,e cost-effcctive action by naking a
capurL,il"tres the Telsti-it Next [i
of
ttris occaston fgr ptlst clarifyir-rgthe c{oLrbts'it inust,
ne twork (beyoircl 3G ortcompetitive use,:n oil
Ar{vertising Expr"ess AugtrsL2009 r 49

4. t he gr e: rte r i s th r: -I' e c l a n o r:rti :rn RSS f'eeil will provicle offei fiee mashup scrr,'lces. With a
'-rpclates,
Authority of the blog. Techntirati trpclates changes.
of Thus, anythi.ng socialir-lirsh.bozrrcl ta{ting;F.SSfeecls
Rirnk is baseclon ho,,^r a hlog is
far new is sent to the socialclashboard. frtxr. a var.le[yoif sources,historic:rl
from the top. Tlie hlog wrth rhe A l ot of speci al i st r-ri chernecl i a informa.tioncan be combinecl with
highestTechnoratiAuthority is tlr-e col npani es offer F.S S . S U ebsi tes cllrrent anc-l'fluturerneasr:tes. Tite
No. 1 rankedblog. rvithorrta RSS feed capability carr clasl'rboiircl ctxltairrsmeasLtres the oi
tre i -Lsed w i th D apper heal th of br:rncl e cluit y. By
Niels en (www.rlapper.coin) creafe a feerl
tr.r monitoriing rl"lesocial meclia, the
B logP uls e (w w u v .L ,l o g p u l s e .c o m ),for an entire site or specificpages. brtrncl manager can deterrnine if
is AideRSS is a RSS f-eedfiltering 'weak signatrs' are iri-ily provicling
owned by Nielsen BtrzzV{etrics,
describecl "an alit()nlateel
as trend servicethat helps identifu the most knovdeclge a trencl,yet to emerge
of
p op,-rl ar teus ci r posts i ncl udi ng w i th k' ranclr-rsage
i but ot her wise
discoverysystemfor blogs""
blog comments and links, lnterr:iet st:rtistically insignificant. Twitter
T r oc k ur bookmarks,clicks, ancl page views. messages representan e:rrlywarning
A t r , ' t r lit t.: re l )u tl ti U i l i l trrn i trrri n g C)ncea feed is accessible created, of a or topic yet to be blogged.
tool scanning news) blttgs, virlett, R S S mori i toi i ng usi ng Googl c Increasi ngtry, ttre br : r nd
images, and {irrnms m;rtchirrg the R eaci er(w w w . googl e.com/reader) l andscape exhi bi ts em er gent
k ey wor c l s o f i n te re s t. As w i tl ' r cnnstitntly checks f:lttgs for new behavior,meaning the brand may be
( ioogle b l o g , a s e a rc h w i th a n content r-rnpre dict ahle at
extendecl wi-,i'cl. cor-nprisingtlre
list C onti nuousl y ti mes br - r t is a
brancl :rncl worcl :rssocii'ltions aiong refinlng the brand functi o n of t hc
with similar concepls prc,ves h,e n anl e
to and brairclintetactions
nrore fr'uitftil tharr the L,ranei tr';it'ne associated keywords ln order to tatr< i n g place
akrue, helps redtrce noise successfullymonitor beti .oreen t he
fi l tei 'i ng out qnd engqgewith conve r sat iol'r s
T r endpe d i o unw ani ed or stal e conYersqlions in acrtl ss t lif f er eiit
F ir : r ds t re n d s i n s o c l a l m e d i a . c()ntent. sociql media, hrernd soci al m edia.
T lendpe c l i a s e a rc h e so n l i u e ;L n c 1 l l ashups al l ow mdnagers need to Provilleel a brand
{irrds the artir:les thtrt talli about the branc{ rnanager toke a leaming manager cioesuot
t c iir r ic so f i n te l c s t. T i e n e l p e c l i a tcr assembledirterse cpprocch ha,re zer o lat ency
orgainizes articlcsin a freirclittic c(tntent
the froi l reci Liir einent s
slroivingthe popular:ity the toplc of publ i cl y a.rai l abl e meritir-ig knoiviug
river ttme. s()urccs i ncl udi ng everything ii'r real
R S S feecl s. Thc timr, ihe free tools
W hilst th e r;e fre e fo o l s h z rv e
in:'rshr-rp huilt in'r,orlashbotrttJs, anel a 'cio it yor-i-rself'
is approach can
irrerit-s ba.sicaily
antl assist ttre brand
:nrel i .l shct-tr t,i - 1'r,rppi i rg gr) a trong rti,t/ titurttrd.s titc
m i- Ll! ag e rs to i l o n t l o r b ra n e l ancl mariragemei'lt ()f
technoiog.T. Masl-rups be createcl ur,-ri-liioring;
calr.
lneniioil s , R S Sl a n r-i IU :rs h u P hran,--ls socirr.i
ir, tlredl:r.
c1' ,ri ckl y ancj casi i y i rtorri 4j pg l
tecl-u-iokrgiesfir{ri:c.r tl-refu ture of
r{i I
pt-rssibilities a trew cli'.ss sl'Loli.'
{irr of In or,-'1r:r :;uccessftilly
trI mtlnitil.,.
branci llt.n-iii()rlirg rrucl rcse:irch.
temr oi: c-ilsposable applicaiiot'ts not zrn,j eilg;r;-ye vyilir coni,etsations in
T hes e ke y tr:c l rn o l o g i c s!to v i r{ r:
norinally attractirrg clevelopir-ieni soci:rlme'-1i:r, L,tancl mauzrgers need
iclcali-lieclrarlisnls cru::tft: sr>cial
t() Lt
clo1lar:s, c'ssential uraIketitlg tr; take :l l ei ,rui ng : r pPr oach hY
br-rt fix
r ' las hl' ' o a rcz i n c l g o fre y o n r{ .il rs t
l
:rrr.l .,'-.l t'.rti :i ri p c'recrri i ,r-', i urprro' ,' urg'i s i et-ri ng' piocesses
! J
c { ! u r - 1 l i r g l.r a t,,1 ir ) Cn fir /1 r ".
infot'n'ratton
c rrirl,lin g hraird-re Ia'cee.l 5l r ''r i ,l g r 11r ,., l i l r '* l ,',1q , . , ( l )rl li'L'
RS S (B " e a l i y S i trp l e to bc cot-,rhined inttt a c()illi11()l't and, above alt, takirri; a. hattcls-c,ir
S y nr lic i l ti o n ), s y n i l ' ,o i i z e cb y a n
1 , i a r h l . , , , r r . . ll , r r , l v r : u a l i z l t r , . , t t ; . i t r t approaclito socialmecliaand branci
r)rallge syinbol rvitir r,vhiter,,ra.rzes geo-Locatioit or maltping sciftv,tare' nD.nagenleni,
is r:1
prctty trr-rch;rct.rrtrsivc the W.eb. NJetvibes (rvrvw.netvibes.com) a.r'id
trn
Riit her ti ra .nv i s i ti n g w e h s i te sfo r l,4int'lto uch (wvlw.mir.Ldtouch.com) #
Itcfererrce 18M.2009-08'tl9-01
Express
Aclvr:i'tisinf-l r
AugLrst2(l(lL) 5i