The document discusses how brands can monitor themselves in the digital world. It notes that online conversations now control a large percentage of brands' reputations. It recommends that brands listen to online conversations about themselves, learn from what people are saying, and engage where appropriate. Specifically, it suggests brands monitor search engines, news, blogs, social media and more to understand consumer sentiment and catch issues early.
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Buzz Numbers Mumbrella Presentation
1. How to monitor your brand
in the digital world
Nick Holmes à Court
nick.holmesacourt@buzznumbershq.com
7. Market Research
Media Monitoring
Brand Reputation
Search Engines
Online Reputation Monitoring
8. What percentage of your brand
reputation is controlled by
online conversations?
How much has that changed in
the last 5 years?
How much will this change in
the next 5 years?
10. People like people
People trust each other more than any other source
Opinion of a friend
Opinion of a stranger
Online Opinions
13. “Open social networks have disrupted the simple
division between public broadcast media (TV, radio)
and private communications media (telephones, faxes).
MySpace comments, twitter updates and a range of
other social media interactions, while intended for a
more intimate, immediate audience, reside in the
public space and are viewable to all. “
Ben Phillips, Euro RSCG, AdNews April 2009
14. Here Comes Everybody…
“Open social networks have disrupted the simple division
between public broadcast media (TV, radio) and private
communications media (telephones, faxes).
MySpace comments, twitter updates and a range of other
social media interactions, while intended for a more intimate,
immediate audience, reside in the public space and are
viewable to all. “
Ben Phillips, Euro RSCG, AdNews April 2009
16. Brand Communications 1.0
◦ Marketing & Advertising
◦ Corporate Communications
◦ Public Relations
◦ Market Research
◦ Customer Support
Brand Communications 2.0
◦ The Permeable Enterprise
19. All Corporate Activities including Advertising, PR,
Marketing, Digital and Events stimulate consumer
conversations that end up in:
◦ Search engines
◦ News
◦ Blogs
◦ Social Media
◦ Wikis
◦ Forums
◦ Groups
◦ Podcasts
◦ Video & Web TV
21. 2.3 Million Australians have created a blog
1.6 Million Australians ongoingly update their blog
since creating it
7.1 Million Australians read one or more blogs
regularly
Source: January 2007 Nielsen Media National Readership Survey
22. 84% of Australian internet users use Web 2.0 for
sharing content such as photos, links and video
83% consume Consumer Generated Media content
39% of Australians create online content in the form
of uploading video and music
Source: January 2007 Nielsen Media National Readership Survey
23. Communications have changed more in the last 5
years than the last 50 years
YouTube, FaceBook, iTunes, Twitter, Wikipedia…
Huge change in consumer media consumption habits
Even bigger change in consumer media creation…
26. “Social Media Data can be collected and used for product
development, customer feedback, loyalty management,
customer segmentation, campaign targeting, and
individual or group customer satisfaction management.”
“This wealth of data can be used for marketing, in
particular, as well as an within the entire customer-
focused organization.”
Enterprise use of Social Networking, Gartner Symposium/ItExpo, October 12, 2008
http://www.gartner.com/it/page.jsp?id=770914
27. Marketing Departments
PR / Communications
Customer Support
Product Managers
Strategy / Insights / Research
28. Customer Support
Public Relations
Crisis Management
Marketing Effectiveness
Strategy & Insights
Customer Relationships
30. Take a tiered approach to social media monitoring
Listen
Learn
Engage
31. Your Brands & Trademarks
Your People
Your Campaigns
Competitors
Industry Issues
34. Search Engines
News
Blogs
Social Media
Podcasts
Video
Forums
48. RSS Readers & Search Subscriptions
Google Alerts
Commercial Social Media Monitoring Solutions
◦ BuzzNumbers
◦ Nielsen BuzzMetrics
◦ Radian6
◦ TrackUR
49. Know your market
Signal vs. Noise
Advanced Search Keyphrases
◦ 1. “Milk Honey”
◦ 2. Milk+Honey
Boolean Searches
◦ 3. Milk OR Honey
◦ 4. Bread AND Milk OR Honey
Negative Searches
◦ 5. Milk -Honey
51. Understanding Influence & Prominence
Volume of Discussions
Activity in different channels
Discussions in different countries
52. Each Mention online has Influence
Google PageRank
Alexa Rank
Backlinks
ReTweets (BackTweets)
57. Identify Your Audience
Define Success Measurements
Plan a strategy that includes all Stakeholders
Be Transparent
Recognise – Its not about you!
58. Research (Monitoring)
Where is your audience?
What audiences matter?
Industry news/blogs can be noisy
Be prepared to divide people
59. Different from SEO and PPC
Measuring Engagement
◦ Comments
◦ ReTweets
◦ Blog Posts
◦ Traffic to Website
◦ Friends/Followers
◦ Links
◦ Equivalent advertising value
60. Like any corporate initiative
Internal and External Stakeholders
Corporate Departments
◦ Marketing
◦ Market Research
◦ Customer Support
◦ IT
◦ Communications
◦ Finance
61. Why are you here?
Individuals need to disclose
Pretending to be a satisfied customer = PR risk
Build Trust
Admit your failures
62. Marketing in the past has been ego driven
Add Value
Build Long Term Relationships
“God gave us 2 ears and 1 mouth for a reason”
Is there pent up anger at your company?
64. “A 50-year-old lock design was rendered useless last week
when a brief post to an internet forum revealed the lock
can be popped open with a cheap plastic pen.”
Wired Magazine, 2004
68. YouTube - 1 Million Views in first 24 Hours
Covered in more than 5,000 Blogs
10,000+ Facebook Comments/Updates
2,000+ Twitter Updates
100+ TV News Channels Coverage
73. YouTube Video of Disgracefully untidy store
Posted 4th April 2009
77. If McDonalds was monitoring Social Media, they could:
◦ Identified the video within hours
◦ Contacted the video owner
◦ Proactively tidy any mess
◦ Engaged their existing Crisis Comms strategy
◦ Actually Fix the Problem
78. If McDonalds was monitoring Social Media, they could:
◦ Identified the video within hours
◦ Contacted the video owner
◦ Proactively tidy any mess
◦ Engaged their existing Crisis Comms strategy
◦ Actually Fix the Problem
79. If McDonalds was monitoring Social Media, they could:
◦ Identified the video within hours
◦ Contacted the video owner
◦ Proactively tidy any mess
◦ Engaged their existing Crisis Comms strategy
◦ Actually Fix the Problem
81. People are already talking about your brands
This will only increase
Multiple commercial benefits
Reduces Corporate Risk
Low barrier to entry
82. Visit the website at www.BuzzNumbersHQ.com
Email nick@BuzzNumbersHQ.com
Twitter: @nickhac
Phone: +61.2.9360.0777