1. Monitoring and Evaluating Conversations on the Web with GILES PALMER CEO, Brandwatch

3. © 2010 Brandwatch | www.brandwatch.com 4

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6. But where do people start?

8. How: Free stuff – Twitterfall, TweetDeck, HootSuite

9. How good: Good for engaging, less for reporting B2C

11. Use Blog and Forum Engines Blogpulse, Google Blog search/Bing, Boardreader Omgili, Google forums Time bandits FRUSTRATION

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

14. Track the issue

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

17. Online Reputation Management Alerts: Brandwatch automatically alerts you to the issue.

18. Social CRM Clients use Brandwatch to identify and manage their response in customer service issues, PR issues and sales opportunities. To do this they need to: Identify the right mentions Route the right mentions to the right people Engage (if needed) Manage the process 16

19. Social CRM: Find the right mentions In this example, sales want to engage with English language mentions where someone may be looking to but a Nissan Qashqai, Brandwatch looks for mentions that match the following profile: (qq OR qashqai) NEAR/5 ("looking at" OR buying OR “brand new” OR buy OR test OR getting OR try) The following mention found on http://farmingforum.co.uk/ matches that profile: © 2010 Brandwatch | www.brandwatch.com 17

20. The customer service team add different category information to the mention to route the mention to the right person and to add data to the mention that will help measurement. Social CRM: Route the mentions mention type Model RBU Priority level and Status are checked Mention is time stamped automatically © 2010 Brandwatch | www.brandwatch.com 18

21. They add notes to the mention and assign it to the relevant user Social CRM: Route the mentions Assigned by email address Notes are added to the mention Notes have a full audit trail © 2010 Brandwatch | www.brandwatch.com 19

22. The Nissan user receives an email and logs into the custom dashboard to see the mentions for their action. At this stage they decide what course of action to take based on Nissan engagement guidelines Social CRM: Route the mentions © 2010 Brandwatch | www.brandwatch.com 20

23. The user can click on the chart to read the actual mention Social CRM: Manage the mentions © 2010 Brandwatch | www.brandwatch.com 21

24. Marketing: Campaign Measurement The Challenge Video game developer ActiVision used Brandwatch to understand the effectiveness of their marketing activities around game launches. Plan the campaign Measure the campaign Evaluate the campaign © 2010 Brandwatch | www.brandwatch.com 22

25. Marketing: Campaign Planning Understand the terms and phrases that people use around the product

26. Understand where the conversations are taking place Marketing: Campaign Planning © 2010 Brandwatch | www.brandwatch.com 24

27. Marketing: Campaign Planning – by channel © 2010 Brandwatch | www.brandwatch.com 25

28. Marketing: Campaign Measurement & Evaluation Brandwatch allows you see the impact of your activities Game released Jeep Wrangler COD Edition Various general game conversations Single player trailer ‘Wager match’ mode announced ‘First Strike’ DLC announced Multiplayer Trailer Prestige edition announced 3DTV support announced

29. Marketing: Campaign Measurement & Evaluation … and your competitors Game released (US then EU) User reviews and general conversations General conversations ‘Animus Project 1.0’ free DLC released Multiplayer open BETA and trailer New ‘Enter Rome’ trailer ‘Animus Project 2.0’ free DLC released Story line trailer Announcement of collectors edition PS3 DLC announced 7 minute demo trailer released

30. Research The Challenge A frozen food producer wants to gain further insight in their sector. Using Brandwatch we can look at how people discuss ready meals in relation to health, retailers and a subset of brands. Set up Create the right query – here we looked at “ready meal” OR “ready meals” Find and tag the health, retailer and brand mentions by searching within mentions Use the chart component to identify page types and share of voice Ongoing we could create these as auto-categories

31. Research: tagging mentions © 2010 Brandwatch | www.brandwatch.com 29

32. Research: tagging mentions & charting © 2010 Brandwatch | www.brandwatch.com 30

33. Research: drill down © 2010 Brandwatch | www.brandwatch.com 31

34. A quick word on influence What is online influence How does measuring it vary by source-type How to use influence metrics © 2010 Brandwatch | www.brandwatch.com 32

35. Influential bloggers in the charity sector… © 2010 Brandwatch | www.brandwatch.com 33

36. Try it out Go to www.brandwatch.com/ and register for a demo and 2 week free trial put Mediabistro in the description THANK YOUfor listening Giles Palmer giles@brandwatch.com @joodoo9 34 © 2010 Brandwatch | www.brandwatch.com

37. Questions?