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How to monitor your brand
   in the digital world
             Nick Holmes à Court
   nick.holmesacourt@buzznumbershq.com
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Market Research



    Media Monitoring



    Brand Reputation



    Search Engines



    Online Reputation Monitoring

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?
Buzz Numbers Mumbrella Presentation
People like people



    People trust each other more than any other source



    Opinion of a friend



    Opinion of a stranger



    Online Opinions

Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
“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
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
Buzz Numbers Mumbrella Presentation
Brand Communications 1.0

    ◦   Marketing & Advertising
    ◦   Corporate Communications
    ◦   Public Relations
    ◦   Market Research
    ◦   Customer Support

    Brand Communications 2.0

    ◦ The Permeable Enterprise
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
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
Buzz Numbers Mumbrella Presentation
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
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
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…

Buzz Numbers Mumbrella Presentation
Online Media Monitoring generates Intelligence

    ◦   Campaign Effectiveness
    ◦   Key Online Brand Influencers
    ◦   Consumer sentiment trends
    ◦   Competitor analysis

    Intelligence empowers accurate decisions

    ◦ Strategy
    ◦ Public Relations
    ◦ Marketing & Advertising
“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
Marketing Departments



    PR / Communications



    Customer Support



    Product Managers



    Strategy / Insights / Research

Customer Support

    Public Relations

    Crisis Management

    Marketing Effectiveness

    Strategy & Insights

    Customer Relationships

Buzz Numbers Mumbrella Presentation
Take a tiered approach to social media monitoring

    Listen



    Learn



    Engage

Your Brands & Trademarks



    Your People



    Your Campaigns



    Competitors



    Industry Issues

Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Search Engines

    News

    Blogs

    Social Media

    Podcasts

    Video

    Forums

Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
RSS Readers & Search Subscriptions



    Google Alerts



    Commercial Social Media Monitoring Solutions

    ◦   BuzzNumbers
    ◦   Nielsen BuzzMetrics
    ◦   Radian6
    ◦   TrackUR
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
Buzz Numbers Mumbrella Presentation
Understanding Influence & Prominence



    Volume of Discussions



    Activity in different channels



    Discussions in different countries

Each Mention online has Influence



    Google PageRank



    Alexa Rank



    Backlinks



    ReTweets (BackTweets)

Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Identify Your Audience



    Define Success Measurements



    Plan a strategy that includes all Stakeholders



    Be Transparent



    Recognise – Its not about you!

Research (Monitoring)



    Where is your audience?



    What audiences matter?



    Industry news/blogs can be noisy



    Be prepared to divide people

Different from SEO and PPC



    Measuring Engagement

    ◦   Comments
    ◦   ReTweets
    ◦   Blog Posts
    ◦   Traffic to Website
    ◦   Friends/Followers
    ◦   Links
    ◦   Equivalent advertising value
Like any corporate initiative



    Internal and External Stakeholders



    Corporate Departments

    ◦   Marketing
    ◦   Market Research
    ◦   Customer Support
    ◦   IT
    ◦   Communications
    ◦   Finance
Why are you here?



    Individuals need to disclose



    Pretending to be a satisfied customer = PR risk



    Build Trust



    Admit your failures

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?

Buzz Numbers Mumbrella Presentation
“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
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
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

Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
Buzz Numbers Mumbrella Presentation
YouTube Video of Disgracefully untidy store

    Posted 4th April 2009

Within 7 days it was Front Page News

3 Days later was on Today Tonight

3 Days later was on Today Tonight

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
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
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
Buzz Numbers Mumbrella Presentation
People are already talking about your brands



    This will only increase



    Multiple commercial benefits



    Reduces Corporate Risk



    Low barrier to entry

Visit the website at www.BuzzNumbersHQ.com

    Email nick@BuzzNumbersHQ.com

    Twitter: @nickhac

    Phone: +61.2.9360.0777


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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… 
  • 25. Online Media Monitoring generates Intelligence  ◦ Campaign Effectiveness ◦ Key Online Brand Influencers ◦ Consumer sentiment trends ◦ Competitor analysis Intelligence empowers accurate decisions  ◦ Strategy ◦ Public Relations ◦ Marketing & Advertising
  • 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 
  • 74. Within 7 days it was Front Page News 
  • 75. 3 Days later was on Today Tonight 
  • 76. 3 Days later was on Today Tonight 
  • 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 