Jess Whitaker

MONITORING MONITORING“finding value in the noise”

Tracking, measuring, analysing and extracting market intelligence from the web is the future of Business

Intelligence.

OBJECTIVES

Customer Service / Feedback

Business Intelligence

Campaign Analysis

Sales OpportunitiesEmployee Relations

Community Building

Crisis CommunicationsReach and Recognition

Content AnalysisROI

Who?

What do I track? KEYWORDS

• Brand/Organization• Competitor Information• Broader Industry mentions• Campaign specific terms• Events or sponsorship mentions • Mentions of Key Stakeholders e.g. CEO/Government

Ministers• Topical Issues e.g. Climate Change • Current Affairs e.g. Elections • Natural Disasters e.g. QLD Floods • Scientific Research e.g. Nano Technology

How do I track?

“you don’t have to start with everything – it may be best to approach the set up in a tiered

Unpredictable Conversations

Predictable Conversations

Research your keywords before tracking

• Are there any false positive matches to your keywords?

• Do people speak accurately about your keywords?

• Are there abbreviated versions of your keywords?

• Do you need to add qualifiers to your keywords or exclusions to make your search more narrow?

Now the doing partFree vs. Paid Tools

Tweetdeck

Hootsuite

Google Alerts

• Keyword enforcement - when inputting keywords you can be specific with what you want to know and don't want to know i.e. Coke - the soft drink not the drug

• Time saving - having to pull data from different online sources can take time, paid tools automatically aggregate into one portal

• Real Time - a lot of free tools serve information on a daily basis, paid tools aggregate close to real time

• Data mining - paid tools mine your data so that you can come back to mentions historically to compare volume over time

• Reporting and Analytics - layered custom built reports over the aggregated data from topical reports to sentiment reports

• Support - this is a new space, you are not meant to know everything. Paid tools provide a layer of support to guide you with what you need to know

Why paid tools?

Location Analysis

Sentiment Grading:Manually assign sentiments and grade them by clicking on the plus(positive), circle(neutral), minus(negative) or trash can symbol (delete).

Mentions:See the individual mentions that relate to your keywords with a brief extract of the conversation.

Topics:Investigate themes customisedto your research, brand or competitors.

Reporting

Reporting

Reporting

Objective

Keywords

Doing

Who

Stay in touch!Twitter: @BuzzNumbers

Twitter Personal: @jessdoubleya

LinkedIn: linkedin.com/jessicawhittaker

Phone: 02 9008 1114