www.mutualmind.com
Setup and Best Practices for Social Listening
March 2014
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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
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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
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Home Page and Navigation
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Managing Campaigns
Manage Tasks and Link to Campaigns from the Home Page
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Campaign Setup
• Setup Brand and Competitor Keywords• Use Express and Advanced Keywords
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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”
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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)
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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.
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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
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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
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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
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Language and Location Filters
Geo-location Filters Language Filters
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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.
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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
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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
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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..
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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)
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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
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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
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Insights Dashboard
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Insights Dashboard
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Insights Dashboard
Sort Content Using Post Collection Filters
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Insights Dashboard
Content• Read and Flag Content• Look at User Insights• Reclassify Sentiment• Create Tasks
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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.
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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.
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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.
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Reports
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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?”
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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”
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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
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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
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Canvas and Widgets
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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.
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Sample View: Canvas with 4 widgets
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Canvas with full map view
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Mentions and Images
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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]