MutualMind Quickstart Setup Guide 2014

www.mutualmind.com

Setup and Best Practices for Social Listening

March 2014

Company Confidential2

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


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 helpFor full access to our FAQs, guides and knowledge base, visit:

http://support.mutualmind.net

http://support.mutualmind.net/




Home Page and Navigation


Managing Campaigns

Manage Tasks and Link to Campaigns from the Home Page


Campaign Setup

• Setup Brand and Competitor Keywords• Use Express and Advanced Keywords


Campaign Setup

Express Keywords• These are singular words or phrases that you want to

listen for. Ideal when you don’t need complex queries. • Examples:

• #jetblue• @jetblue• american airlines• “fly american” (use quotes for exact match)• “south west” flying • “J. C. Penney” (use quotes when there’s

punctuation)• “Macy’s”


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)


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. There’s a limit of 30 terms within a single advanced keyword.


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


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


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


Language and Location Filters

Geo-location Filters Language Filters


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.


Campaign Setup: Social Channels

Track Brand and Competitor Social Channels

• Add Facebook, Twitter, RSS feeds and YouTube channels in the campaign setup

• Track fan increase on your own social media and your competitors


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 content2. “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


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..


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)


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 won’t 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


Insights Dashboard

Summary of Capabilities of Dashboard Views

View Key Function NotesAnalyzer 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


Insights Dashboard


Insights Dashboard


Insights Dashboard

Sort Content Using Post Collection Filters


Insights Dashboard

Content• Read and Flag Content• Look at User Insights• Reclassify Sentiment• Create Tasks


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.


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.


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.


Reports


Adding Users

New Users• Adding a new user is a very simple task. Simply click the “Admin”

button on the nav bar, and select “Users”. From there, click “Add User” and a list of needed information will be asked for.

• Once you create a username and password and fill out the rest of the fields, then you need to decide if the new user should be an admin user. If so, put a check in the box next to “Admin user?”


Adding Users

New Users• An admin user will have access to all campaigns within the site,

and will be able to edit them as they choose. • If the new user is not added as an admin user, you must then go

to the Update Campaign page for the campaign they should have access to and add them under step 4, “Add Authorized User”. From the drop down menu, select the user you wish to give access to that campaign.

• Then you should select whether the new user should have “Read and Write Access” OR “Read Only Access”


To display a Command Center, use the nav bar, and under “MCC” select “Add Canvas” if you wish to create a new view or “Manage

Canvases” to select a view that’s already been created.

MutualMind Command Center


MutualMind Command Center• Command Center canvases can be created as a 4-widget, 2-

widget, or singular-widget view. Name the canvas that you’re about to create, then drag and drop the widgets you’d like to display. To resize, click the bottom right corner of the widget, and drag it to create the size you want.

• The widgets you can choose from are: Heat Map, Keyword Sunburst, Mentions Activity, Sentiment Trends, Social Images, Social Mentions and Topic Cloud.

• Once the canvas is just how you want it, press “Save”, then “Preview” and “Launch”!

• Canvas Filters (Time Range, category & Sentiment) can be applied to each widget individually from the Canvas Builder uding the icon in the top left corner of every widget

MutualMind Command Center


Canvas and Widgets


MCC Variations

• You can also create variations of canvases under “Manage Canvases”. To do this, click “Add Variation”, name the Canvas Variation, then select each widget to choose the campaign, keywords or keyword groups you would like to display data for in the command center variation.

• To launch or delete a canvas variation click the icons on the far right.


Sample View: Canvas with 4 widgets


Canvas with full map view


Mentions and Images


Help and Resources

Need more help or documentation? Here are a few online resources:

• MutualMind Blog• MutualMind on Slideshare• @MutualMind on Twitter

Still have a question? Drop us a line at “[email protected]”

Campaign Set-up & Keyword Optimization Questions:Emily Daniel

Implementaion specialistEmily @mutualmind.com

Technical/Other Questions:Ahmad al-As’ad

Director, Technical [email protected]

http://www.slideshare.net/mutualmind

http://www.slideshare.net/mutualmind

http://twitter.com/mutualmind

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MutualMind Quickstart Setup Guide 2014

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