How to Monitor Your Brand Online

Goodbye advertising, hello conversation

Communication channels!"#

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The difference with other channels

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Social media give people a voice...

Everybody is talking:

• your customers• your donors• your volunteers• your employees• your investors• your critics• your fans• your competition.... • anyone who has internet access and an opinion

Manage your e-reputation

“  It  takes  20  years  to  build  a  reputa4on,  and  5  minutes  to  ruin  it.  If  you  think  

about  that,  you  will  do  things  differently.  ”

Warren  BuffeB

WTF, How Many monitoring tools are there ?

We have realized a comparative analysis of the 20 most relevant

Weʼre scanning the market in order to define which analysis tools fit best to our clientsʼ needs!

I. MAIN FINDINGS

Main results of our analysis

1st conclusion: Vague and confusion in terminology used

Main results of our analysis

2nd conclusion: No common code of « metrics »

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Main results of our analysis

3rd conclusion: Social media monitoring strategy ≠ listening strategy

Main results of our analysis

4rd conclusion: Even if we can do magic, no tool can do miracles

Monitoring tools categories

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Segmentation in the monitoring tools market

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II. PRACTICAL CASE

CASE #1

Avis wanted to beat its rival Hertz in the profitable business sector

Avis identified key positives and negatives about its brand in relation to the competition.

They found that a key positive for Hertz business users was the availability of Neverlost (GPS) navigation.

After this monitoring they realized they needed to :• install GPS• improve the loyalty scheme• simplify the contract

Car rental sector is growing at 1% per yearAfter having done their online social media activities, the Avisʼ turnover increased by 13%

CASE #2

15  February  2010  :  Biggest  Belgian  train  crash  ever,  Infrabel,  manager  of  the  Belgian  railway  infrastructure  needs  to  react  quickly

INFRABEL  :  www.                                                                              .be  –  crisis  communicaHonsecuriteferroviairespoorveiligheid

Create  a  website  in  48h  based  on  Infrabel  content  to  explain  the  rail  security   to   people.   Press   Release   to   announce   the   opening   of   the  website.

INFRABEL  :  www.                                                                              .be  –  crisis  communicaHonsecuriteferroviairespoorveiligheid

Buzz  Monitoring   to   idenHfy   conversaHon   topics,   center   of   interest,  develop  a  more  human  approach  of  the  dedicated  website.New  input  with  new  content  to  be  implemented  within  this  week

INFRABEL  :  www.                                                                              .be  –  crisis  communicaHonsecuriteferroviairespoorveiligheid

III. WHAT CAN I GET FROM MONITORING

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IV. HOW TO GET STARTED ?

What Do You Need ?

Automated or Human Monitoring ?

What Do You Need ?

Automated or Human Interpretation ?

What Do You Need ?

Qualitative or quantitative analysis ?

What Do You Need ?

Real time or delayed results ?

What Do You Need ?

Monitoring from now or from the past ?

What Do You Need ?

Use of sentiment & tone of voice analysis ?

What Do You Need ?

Do you need a consulting analysis ?

What Do You Need ?

Do you need a report on results ?

What Do You Need ?

Do you need suggestions ?

What Do You Need ?

Do you need a dashboard ?

What Do You Need ?

Monitoring tools are not equal…

…they have their own characteristics

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V. ENGAGE CONVERSATION

You donʼt have to hire legions of

people to respond and participate in

social media conversations

Few conversations about the company

and its products need a response

(<5%)

Don't just grab someone with a FB profile & put him in charge of

social media engagement

A lot of public relations & marketing

com, with a few of customer support experience, The

whole mixed with empathy

How influential is the source?

You canʼt respond to everyone itʼs all about prioritizing

How many are talking about the topic?

You canʼt respond to everyone itʼs all about prioritizing

Whatʼs the potential business impact?

You canʼt respond to everyone itʼs all about prioritizing

Can we correct this inaccurate information?

You canʼt respond to everyone itʼs all about prioritizing

Can we add value to the conversation?

You canʼt respond to everyone itʼs all about prioritizing

Turn around an negative situation by offering help?

You canʼt respond to everyone itʼs all about prioritizing

Advice for succeeding!"#$"%&'"(%#%)*+,-"%*./,012,%"(#"3-%1,+%"*%#%4$'*$'"5%

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