Social media-monitoring-digital-marketing-paathshala

1. Social media sessions
Listening tools

2. Outline
1. Introduction
2. Our process - recap
3. Monitoring – why?
4. Monitoring – basic tools

3. Introduction
Welcome to the hand-out version of our
training session focusing on social media
monitoring and research.
This is a very top line look at some of the tools
you can use to keep track of online
conversations.
Let’s begin...

4. How we approach social media

5. Our process – a quick reminder...
We use a very straightforward process when
developing social media activities, whether they
are for internal or external audiences.
It starts with listening, and developing a specific
picture of what our relevant communities are
saying / doing.
Once we know what we are dealing with, we
establish the best ways to engage with them,
adding value at all times.
Following a specified phase of engagement we’ll
analyse the impact we’ve had, taking those
learnings and feeding them back into the ongoing
cycle.
Listen
Engage
Analyse

6. Our guiding principles
In our experience, success in the social media
space is shaped by four principals:
- Be useful
- Add value
- Never sell
- Respond quickly
If these elements are part of your approach, the
communities you operate in are far more likely to
follow you, trust you and ultimately, recommend
you.
Be useful
Add value
Never sell
Respond
quickly

7. Monitoring – why?

8. Why listening is important...
Social media platforms connect people with shared
interests and passions.
People participate because they have something of
value to contribute (in most cases).
They are engaging in conversations and sharing
things that their networks are interested in.
If we take the time to see what they are saying /
doing, our job is much easier.
We should shape our activity on the people we
want to reach.
They are our ‘editors’.

9. 10 reasons why brands listen...
Complaints Compliments
‘Expressed’ needs Competitors
‘Crowd’ sentiment Influencers
Measurement Audits
Crisis / issues Threads / chains
Via top rank marketing blog

10. A real life example...
“I bought a mattress
from Argos based
(primarily) on this
Twitter exchange.”

11. Monitoring – basics

12. Listening out for?
We want to listen for things like:
- Brand mentions
- Products / services
- People mentions
- Topics / subjects
- Journalists / bloggers
- Comments / views
The great thing is that everyone is providing these
insights for free.
Right here, right now.

13. The basic monitoring toolkit...
Today, we are going to briefly look at some basic
free tools you can’t start using straight away for
current and prospective clients.
You may be familiar with some of the tools, but
each has a role to play if you want to get an overall
picture of what is being said / shared.
Let’s go...

14. Best general snapshot tools
http://www.socialmention.com
http://www.addictomatic.com
Uses:
- General / day-to-day
- Audit stage
- Activity monitoring / buzz
Tip:
- Make these the tools the
foundation of your listening
efforts

15. Real time Twitter tools
http://www.twazzup.com
Uses:
- Great for Twitter
hashtags
- Can identify influencers
(basic level)
- Ranks content in order of
popularity which is useful
Tip:
- Make the most of the
keywords featured in the
bottom left corner

16. Twitter specific
http://search.twitter.com
http://backtweets.com
http://moitter.com
http://tweetreach.com
Uses:
- BackTweets is great to see how often
people are tweeting links to a website
- Monitter is great for looking at local
buzz, especially when managing an
issue
Tip:
- Only use these if Twazzup.com
doesn’t go deep enough for your
particular search

17. Blog searching
http://wikio.co.uk
http://blogpulse.com
http://www.technorati.com
Uses:
- Discover blogs by topic / author
- Track published posts and run
archive searches
- Get an indication of blog
popularity
Tip:
- Search both posts and blogs as
results can vary

18. Forums / blog comments
http://boardtracker.com
Uses:
- Goes beyond blogs and
gives you an insight into
responses to topics
(especially useful for
customer insights)
- Gives you a feel for what
lengths people will go to in
order to be heard

19. Google tools
http://google.com/
(then search by tool type)
Uses:
- iGoogle is such an easy way to
keep track of news, feeds,
searches – worth setting up as
your home screen dashboard

20. Bookmarking tools
http://delicious.com
http://ww.evernote.com
Uses:
- Bookmark any page from
the web and store it via
tags / folders

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