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MutualMind Quickstart Setup Guide 2014

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Quick start guide to social listening setup using MutualMind
  • 1. www.mutualmind.com Setup and Best Practices for Social Listening April 2014

2. Company Confidential 2 Contents Home Page and Navigation Slides 4-5 Campaign Setup Slides 6-19 Insights Dashboard Slides 20-24 Streams Slide 25 Work and Admin Slide 26 Reports Slides 27-28 Users Slides 29-30 MutualMind Command Center Slides 31-37 3. Company Confidential 3 About This Guide Objective and Scope Meant as a quick guide to get you up and running Provides guidance on most often used features It does not discuss advanced topics and does not cover all the capabilities of MutualMind platform and For additional help For full access to our FAQs, guides and knowledge base, visit: http://support.mutualmind.net 4. Company Confidential 4 Home Page and Navigation 5. Company Confidential 5 Managing Campaigns Manage Tasks and Link to Campaigns from the Home Page 6. Company Confidential 6 Campaign Setup Setup Brand and Competitor Keywords Use Express and Advanced Keywords 7. Company Confidential 7 Campaign Setup Express Keywords These are singular words or phrases that you want to listen for. Ideal when you dont need complex queries. Examples: #jetblue @jetblue american airlines fly american (use quotes for exact match) south west flying J. C. Penney (use quotes when theres punctuation) Macys 8. Company Confidential 8 Express Keyword Setup Adding an express keyword is quick and simple! Only alphanumeric and punctuation characters are allowed (e.g. + $ % are not allowed) Up to 30 words/terms are allowed in one keyword Hover over an existing keyword to delete (editing not allowed) 9. Company Confidential 9 Advanced Keyword Setup Advanced Keywords Advanced keywords allow creation of sophisticated queries tailored to meet specific needs. You can use Boolean operators, quotes, parenthesis, nested queries and proximity operations. Interface gives you full power with built-in Syntax Validation Hover over an existing Advanced keyword to edit/delete it Characters other than alphanumeric characters and basic punctuation are not allowed. Theres a limit of 30 terms within a single advanced keyword. 10. Company Confidential 10 Effective Keyword Setup 5 Steps to Creating Highly Effective Advanced Keywords 1. Use Boolean operators to create queries which provide relevant results: AND use AND to match all terms eg (I want AND tesla) OR allows you to match any ONE of the term eg @ibm OR #ibm NOT excludes terms from results 2. Use parenthesis to group certain words among more than one kind of Boolean operator. Examples: (#Jetblue OR @jetblue) AND (customer service) NOT stadium (#fail OR sucks) AND (#tmobile OR (t-mobile AND service)) 3. Make sure to include #hashtags, @names and other variations 4. Use quotation marks for a phrase or term with punctuation to listen for (a) exact match of that phrases (aka strict match) (b) when exact order of words in the phrase is important. 5. Use proximity operator ~ to listen for words within a certain distance of each other (quotes must be used when using ~). For example: Jetblue best ~5 will match this tweet: Jetblue has the best service 11. Company Confidential 11 Campaign Level Exclusions The exclusion filters defined here apply to the entire set of keywords in your listening campaign Exclusions can be based on keywords (exact match), URLs (full / partial) and @twitter handles Example case: You work in the airline industry Keyword= american airlines Exclude: american airlines center OR basketball See our knowledgebase on how to apply exclusions retroactively to already collected content 12. Company Confidential 12 Campaign Setup: Language and Location Filters Geo-location Filters Listen for mentions in specific places Country Country and Region (US States and Canadian Provinces) Strict vs. Not Strict Strict: only pulls content with a geo-tag added to the post Not Strict: Includes posts where location cannot be determined Language Filters Only pull content in certain languages using this filter (restrictive filter) MutualMind can listen for social content in 53 different languages 13. Company Confidential 13 Language and Location Filters Geo-location Filters Language Filters 14. Company Confidential 14 Keyword Alerts Add any of the existing keywords for alerts. Email is sent out when activity level for that keyword changes (up or down) significantly. 15. Company Confidential 15 Campaign Setup: Social Channels Track Brand and Competitor Social Channels Add Facebook pages, Twitter, RSS feeds and YouTube channels to collect all social posts on that channel Track channel metrics such as fan increase on your own social media and your competitors 16. Company Confidential 16 Campaign Setup: Tags and Groupings Content Tags Tags allow you to organize and search content easily. Every campaign starts with two content tags: 1. Not Relevant- allows you to remove irrelevant content 2. Add to Report- adds content to reports Create custom content tags Define your own tags to organize and segment content Tagged content can be easily found using Tags filter in Insights > Content Browser Keyword Groupings Group several keywords together for easier analysis Compare and analyze keyword groupings in the Insights > Keyword Performance view 17. Company Confidential 17 Campaign: User Access Control An admin can grant (non-admin) users access to any campaign as: Read only access no changes allowed to setup Read and Write access i.e. ability to view and modify setup for a specific campaign. This process needs to be repeated for each campaign to which a user needs access to.. 18. Company Confidential 18 Campaign Setup Tips 1 Tips and Tricks to Creating an Effective Campaign First, decide what you want to accomplish with your listening campaign. Put yourself in the shoes of the public. Include many variations of the words you want to listen for, such as common misspellings, hashtags and @ symbols Example: doctor pepper OR dr pepper OR dr. pepper OR #drpepper OR @drpepper Use caution with abbreviations or terms which can have multiple meanings or , e.g. MLS, SPI or SIM If you need to listen for an abbreviation, use an advanced keyword and add other common words that people would mention when discussing your topic Example: (major league soccer OR mls) AND (team OR teams OR soccer OR game OR games) 19. Company Confidential 19 Campaign Setup Tips 2 Tips and Tricks to Creating an Effective Campaign Add exclusions when possible. Strive for a manageable number of results. Too much data can be overwhelming. A small team wont be able to respond directly to posts, and data may or may not be littered with irrelevant content. Avoid using common/single words i.e. burger or football Put two or more words together as a keyword if the name of the brand is common for other uses Example: Target and Walmart Walmart will pull content only about Walmart, but Target will pull posts discussing archery, meeting a monthly target, target weight etc. Try: target AND shopping, target AND store 20. Company Confidential 20 Insights Dashboard Summary of Capabilities of Dashboard Views View Key Function Notes Analyzer Interactive view which provides summary insights based on customized date range, filters and advanced search Also accessible from analyze this link in Content Browser Content Interactive content view which provides details of the posts for a given date range; has filters and advanced search. Take actions on one or more posts. Drill-down from dashboard home page to Content Browser Competitive Intelligence Side-by-side comparison of brand and competition listening and performance on social channels For advanced/interactive keyword comparison, use Keyword Performance Keyword Performance View for comparing listening results for keywords or keyword groupings. Offers multiple ways of calculating Share of Voice. SOV can be based on either (a) ALL keywords in campaign OR (b) based on selected keywords in this view. Listening Trends Metrics for social listening- listed for each keyword Sources and sentiment details- linked to Content Browser Location Trends Show top locations by volume, sentiment- by brand, competition or both 21. Company Confidential 21 Insights Dashboard 22. Company Confidential 22 Insights Dashboard 23. Company Confidential 23 Insights Dashboard Sort Content Using Post Collection Filters 24. Company Confidential 24 Insights Dashboard Content Read and Flag Content Look at User Insights Reclassify Sentiment Create Tasks 25. Company Confidential 25 Streams By clicking on the streams tab, you can post on your authenticated social channels, directly from the MutualMind platform. Schedule a post to go out at a later time. 26. Company Confidential 26 Work and Admin Click the Work tab to manage tasks. Schedule tasks and check to see which tasks have been completed. Click the Admin tab to authenticate social channels, add users, customize the site. 27. Company Confidential 27 Reports PDF Reports are located at Insights > Reports. There are 2 types of reports: scheduled and on-demand 1. Weekly summary reports summary of activity over last 7 days, generated every Sunday night 2. On-demand reports: get a repot for a custom date range (max duration is 90 days) Customizations: Add your logo and email address (Admin > Customizations) Customize section titles and add/edit commentary text from Reports section of Campaign setup Weekly reports are emailed to all recipients that have been setup as report recipients and chosen to receive them (in their account settings) Reports contains stats, charts and your tagged content Content that was tagged as Add to Report prior to report generation time is included towards the end of the report. Access previous reports under the Insights > Reports tab. 28. Company Confidential 28 Reports 29. Company Confiden

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