MutualMind Best Practices and Setup Guide

Best Practices and Quick Start Guide
Q4 2012

Content
A. Campaign and Monitoring Setup
 About Sites and Campaigns, new campaign
 Keywords setup & Best Practices
 Setting up “Alerts” and “Content Labels”
 Access control for campaign (user roles)
 Reports setup and customization
 Dashboard Views: Content Browser, Analyzer, Keyword Performance, Social Channels
B. Social Media Management and Publishing
 Social Channels, Authenticated and Unauthenticated accounts
 Setting up Facebook, Twitter, LinkedIn and Google (YouTube) for Brand and competition
 Social account delegation
 Adding social network accounts to campaign
 Publishing content using Streams
C. Admin Controls and Customizations
 Managing user accounts, social accounts & delegation, teams and site settings
 User level settings: user profile, preferences and notifications
D. Workflow
 Workflow – creating, managing and measuring tasks
 Tem performance – task browser and dashboard
E. Help and Support
 Online support
 More information

Navigation Menu
•Home
•Campaign
•Add Campaign
•Insights
•Analyzer
•Content
•Competitive Intelligence
•Keyword Performance
•Listening Trends
•Facebook
•Reports
•Twitter
•URL Insights
•YouTube
•Streams
•Facebook
•LinkedIn
•Twitter
•Work
•Stream
•Task Browser
•Task Insights
•Teams
•Admin

About Sites
• Each client is provided access to
one or more sites, such as
https://yourcompany.mutualmind.net
• Sites are provisioned by
MutualMind support team
• Each site may have one or more
campaigns, users and teams and
settings for time zone, email
address for notifications, reports,
logo etc. Admin panel allows the
site admin to manage all this.
• Sites can be white-labeled with
custom URL and branding –
contact us for details.

About Campaigns
• Each site can have multiple campaigns. Each ‘campaign’ may
represent a brand, product, client account, marketing campaign, a
topic or anything else on which you need social intelligence.
• You have to be logged in as an admin level user to be able to create
new campaigns. You can create a new campaign in one of two
ways:
o On the Home page, click the "Add Campaign" link under
"Manage Campaigns"
o From the Admin page of the app, click on Campaigns and click
on “Add Campaign” button at the top

Online FAQ
Shown below is an excerpt from our online FAQ which explains how to
work with campaigns and keywords. The link to FAQ is in the footer.

Add New Campaign
Type campaign name and
description. Click ‘Add’.

Monitoring Sources & Coverage
We automatically search for mentions of keywords in a campaign
across ALL sources listed above. Data collection process starts as soon
as you add a keyword to a campaign.
Blogs include blog posts, comments on posts, forums and other RSS
and non-RSS sources. Our blog coverage includes over 4 million top
blogs and feeds, review sites* (e.g. Yelp, Amazon, Trip Review) and Q
& A sites* (LinkedIn answers, Yahoo answers etc).

Keyword Setup Guide
• A successful social listening campaign starts with a well-
thought out list of search terms called keywords.
• Please refer to this blog post to learn more about ‘Social
Listening Pyramid’, an iterative process to improve results.

Keyword Research
• Start with some home work. Try the keywords in Twitter search to
get a quick idea of relevancy and volume of results.
• Depending on uniqueness of the keyword, you may need to use
multiple words and/or negative words to exclude irrelevant topics.
Single word keywords work for unique brands/topics (such as
Walmart, IBM).
• Using keywords with 2, 3 or more words helps to improve relevance
e.g. Target store, “Tide detergent”, Virgin Mobile “limited offer”.

Keyword Setup in MutualMind
• Get started with keyword setup for a campaign by:
1. Adding keywords for brand and competition (as
defined by you for your business situation)
2. Setting up global exclusions (optional)
• MutualMind offers two types of keywords (details and
examples provided on next slides):
1. Express keywords: use keywords only (with or
without quotes), no Boolean operators are needed.
2. Advanced keywords: construct listening rules using
Boolean operators such as OR, AND, NOT with
parenthesis, as needed.

7 Tips for Effective Keyword Setup in MutualMind
Please refer to this blog post on keyword setup for additional information about
keyword setup in MutualMind.
1. Keep in mind that search terms are NOT case sensitive
2. Use quotes for people names (“Dan Brown”) and non-unique brands such as “Park
Place”.
3. Use exclusions (at keyword level or campaign level) to remove irrelevant
keywords/phrases, websites or Twitter accounts.
4. Avoid abbreviations such as SIM, TTS etc as they mostly result in unexpected and
irrelevant results (refer to keyword research slide!)
5. URLs – use the main domain name to match variations of URLs e.g. “verizon.com”
will match www.verizon.com as well as internet.verizon.com/help
6. Order of keywords is irrelevant for keywords without quotes, but needs to be EXACT
for keywords within quotes (“verizon fios” is NOT the same as “fios verizon”)
7. Use single word keywords with caution

Express and Advanced Keywords
Add Keywords to your campaign.
You can add keywords for your Brand
and for Competitive Intelligence.

Setting up Express Keywords
When you are finished,
Click on “Done” to go
back to campaign
overview.
❶
❷
Enter keywords one at a time with
or without quotes – do not use any
operators such as AND, OR, NOT.
Click on Add.
The keyword s that you add appear
on the right side (Existing Brand
Keywords). You can delete a
keyword from the existing list.
To edit a keyword, delete it and
then add the desired keyword.

Express Keywords Setup: Best Practices
What Examples How it Works + Best Practices
Single word Verizon
#GoRedForWomen
@tmobile
Will match occurrence of the keyword. Best results
when the keyword is unique e.g., walmart or #CPR.
Common dictionary words or abbreviations are likely
to bring in noise – use with caution.
Multiple words verizon customer service Matches the occurrence of ALL words appearing
anywhere in the content, in any order i.e., not
necessarily together. Relevance increases with
number of keywords used but the volume of results is
lower. Use just enough number of keywords to get
relevant results without missing results.
Keywords with
quotes
“verizon fios”
“haynesboone.com”
“haynes & boone”
Strict match: the phrase inside quotes will be matched
exactly as created. Useful for people/company names,
URLs, keywords with special characters or punctuation
such as a dash.
Hybrid: with
and without
quotes
verizon internet “fios tv” Matches the combination of verizon AND internet
AND the exact phrase “fios tv”. Useful for improving
relevancy of results and reducing noise.

Setting up Advanced Keywords
Enter a Name for each Advanced
Keyword. Then enter search terms in
the Keyword field using
advanced operators AND OR NOT
(must be in CAPS)
❶
❷
The syntax validation area
validates query as you type.
Operators AND, OR, NOT
appear in blue.

Editing Advanced Keywords
❶
❷
Go to ‘Campaign’ and hover over an Advanced Keyword,
then click on Edit icon to edit the search term.

Advanced Keywords Setup: Best Practices
What Examples How it Works + Best Practices
Use of AND OR Verizon AND (fios OR fiber
OR optic)
Will match one or more occurrences of the keywords
verizon fios, verizon fiber or verizon optic in a content
item, without regard to order of keywords. Best
results when the keyword combinations are unique.
Phrases within
quotes, NOT
“verizon fios” AND (tv OR
phone OR internet) NOT
(dsl OR copper)
Strict match: the phrase inside quotes will be matched
exactly while content with NOT phrase will not be
matched. Useful for people/company names, URLs,
keywords with special characters or punctuation.
Proximity
Specification
“verizon fios”~5 Proximity allows search for terms when each keyword
in the query is within the specified distance (5 words
in this example). Syntax is ~n where n is a positive
integer greater than zero immediately after
Important: The order of individual words within the
Advanced Keyword matters and needs to match
exactly with the order of words in content e.g.
Matches: Verizon provides good fios service
Does not match: fios service by verizon is good

Tips for Advanced Keywords Setup
• Remember that order of keywords needs to be exact for keywords
within quotes (“verizon fios” is NOT the same as “fios verizon”)
• Use NOT for keyword based exclusivity e.g. (verizon wireless) NOT
(tv OR fios)
• Use parenthesis for grouping words within a keyword e.g.
 “verizon fios” AND (tv OR “internet special” OR bundle)
• Common mistake: If the parenthesis are not used correctly for a
group of OR terms, the results will not be correct. Note the first
query will miss results for tv and “verizon fios”.
 tv OR phone AND “verizon fios” (wrong)
 (tv OR phone) AND “verizon fios” (correct)

Use Exclusions to Avoid Noise
❶
❷
You can exclude results based on:
1) Keyword or Queries e.g. “plastic bag”
2) URL – full or partial link e.g. craigslist.com
3) Twitter account (screen name): @makecash
❷
❸
Use “global exclusions” to improve relevancy of listening results . Choose from 3 types of
exclusions: keyword (exact match, AND OR NOT allowed), website/URL, twitter account

Campaign Setup: Alerts
• Alerts can be triggered for
any keyword in the
campaign
• Alerts are sent via emails.
• Frequency of emails is set
by each user (instant,
hourly etc) . This can be set
at “Manage Notification
Settings” under Account

Campaign Setup: Labels
• Monitoring and social channel
content can be labeled using
pre-defined or custom content
labels
• Custom Labels are managed
in the campaign setup and
utilized in the content browser
• Pre-defined labels are
intended for convenience and
consistency across
campaigns. There are two
pre-defined labels:
– Flag: multipurpose label
– Not Relevant: allows you
to remove content from
results

Benefits of Labels
• Labels are useful to segment
results above and beyond
keyword matching. Labels
allow you to leverage human
judgment. You could use
combination of search and
filters in the content browser
to narrow down results for a
specific purpose/theme and
apply label(s) to the result set
• Content results can be filtered
by labels in the content
browser e.g. display all
content labeled as “Leads”

Keyword Groupings
Grouping allows you to create custom group(s) composed of multiple (advanced or
express) keywords. Bundle keywords for ad-hoc analysis such as for comparing
stats for a subgroup under a brand, competition or both. Interactive analysis for
keyword groupings is available in “Keyword Performance” view of dashboard.

Data Collection: Language and Geo-location Filters
Please contact MutualMind support team for setting up language and
geo-location filters
• MutualMind allows restricting social listening results by geo-location, if the
geo-location information is available. There are two steps to specifying a
geo-location filter:
1. For posts where we can determine the location, we can limit results for a
given country, state (US only), city or a list of countries, US states or cities.
For instance, (a) limit results to US (country) (b) limit results to Dallas,
Austin, California, New York.
2. For posts where location cannot be determined, you can choose whether to
include those results or exclude them. The default setup is to INCLUDE
unknown locations. Excluding posts with unknown location may have
unintended consequences. For instance, location data is usually not
available for Facebook posts, therefore these posts will get removed from
results.

Campaign Level Access Control
A site admin can grant users
access to a campaign:
 “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 is section 3 of the
campaign setup process

Campaign Reports
Campaign summary reports (PDFs) are available in the Insights menu. Any of
the last 8 weeks of reports can be regenerated on-demand by clicking on the
‘refresh’ icon to the left of the report name.

About Campaign Reports
• A summary of monitoring results is available as weekly
PDF report, accessible from the Insights menu
• The report includes summary stats, charts and selected
content (see below for details on how that works)
• Report is generated on Sunday night and includes
summary stats and flagged content within a time window
of last 7 days
• To include content current week’s report, users need to
select the desired items from the last 7 day window in
content browser, apply the label “flag” for these items
• If no content is flagged then the report will only show
summary of stats

Customization of Weekly Campaign Reports
Campaign reports can be customized by Admins
Customize titles and text
for report sections

Setting up Report Recipients
• The PDF reports are emailed to the administrators once a week on Monday
mornings (unless report notifications settings have been turned off)
• Administrators can specify additional recipients for these reports. Go to the
campaign setup and scroll down to ‘Report Recipients’ section. Click on
‘Add Report Recipients’ and add email addresses
❶ ❷

Editing Campaigns
Admins can edit
campaigns any time

Insights Dashboard 1 - Listening
Insights dashboard has a home page as well as multiple views for specialized
business user cases. Here’s a summary of capabilities of the 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
Competitive
Intelligence
Side-by-side comparison of brand and
competition listening and performance on social
channels
For advanced / interactive
keyword comparison, use
Keyword Performance
Content Interactive view which provides details of the
posts for a given date range, filters and advanced
search. Take actions on one or ore posts.
Drill-down from dashboard
home page to Content
Browser
Keyword Performance Interactive 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

Insights Dashboard 1: Volumes, Topics,
Sentiments, Locations, Influencers
InfluencersInteractive drill-down charts
with downloadable data

Additional Views - Listening
Interactive Analysis with
Share of Voice Options
Competitive Intelligence

Insights Dashboard 2: Social Channels
Dashboard also comes with social channel performance and engagement views.
Here’s a summary of capabilities of the dashboard channel and engagement views.
View Key Function Notes
Facebook Pages Detailed analysis of Facebook pages for brand and
competition
Use campaign setup to
manage FB pages.
Twitter Accounts Detailed analysis of Twitter pages for brand and
competition
manage Twitter pages.
YouTube Channels Detailed analysis of YouTube pages for brand and
competition
manage YouTube channels.
Social Profiles Authentic Reach and Authentic Influence of
selected social profiles
URL Insights Analysis of social popularity of a given web URL.
Also includes top social posts which link to the
given web page.
On-demand stats. Also
available for links within
social posts in content
browser.

Insights Dashboard 2 Views: Social Channels,
Reach and Engagement

Content Browser Overview
• There are 2 modes / views within the Content Browser: Keyword (Social listening) and Channel content
(e.g. Facebook page posts)
• For each mode, content browser presents a rich, highly granular and interactive view of social posts
with meta data, drill-downs and business actions
• Content Browser supports multiple segmentation and drill-down options
a. Filters – Time range, brand/competition, sources, sentiment, keywords, location & label
b. Advanced Search – full Boolean search
c. Sort – by time, user name, reach, rank and more
• Actions on Segmented data set (after applying filters, search etc)
a. Analyze segmented data on the fly (Ad-hoc dashboard)
b. Export segmented data (results set matching selected date range, filters and search)
• Actions on Single or Multiple Items
a. Applying labels, re-classifying sentiments
b. Responding to posts
c. Creating tasks

Content Segmentation: Filter and Search
Powerful ways to segment
data: Brand/competition,
Sentiment, Publisher,
Keyword , Location & Label
Advanced Search and
Sort
Keyword and Social
Channel modes
Enriched social data with geo-location and
influence score
Each social post comes with multiple action
options: Respond, Create Task, View
Analyze or Export
segmented content
on-demand

Examples of Search Terms in Content
Here are a few examples of advanced queries (Boolean operators, Twitter operators,
wildcards) within the “Content Browser” search box. Remember that you can use
filters in combination with search (e.g. filter/limit results to brand, negative sentiments,
twitter as source).
• Boolean Search example
 "customer service" AND (tv OR phone)
• Search with exclusion terms
 cricket OR boost NOT (iphone OR iphones)
 cricket mobile NOT (iphone*)
• Search for posts from a username or its @mention
 tmobilehelp OR @tmobilehelp
• Search for a hashtag
 #tmobile
• Twitter: Search for retweets from a specific twitter user
• RT @Tmobile
• Twitter: Search for ALL retweets in the results
• “RT @”

Content Browser Actions
• Actions on Segmented data set (after applying filters, search etc)
1. Analyze segmented data on the fly (on-demand dashboard)
2. Export segmented data (results matching user selected date range, filters and search term) to a
text file (comma separated values format)
• Actions: Single or Multiple Items (select desired items using checkboxes or ‘Check All’ button)
1. Labels – categorize results using default/custom labels; flag items for later actions or for
inclusion in weekly reports; remove irrelevant results
2. Sentiment reclassification
• Actions on a single selected item
1. Create Task – assign to self/others, due date, status, tracking, notifications. Task number and
assignee is displayed in front of the respective content item.
2. Post URL to show original item e.g. Facebook post, blog post, Tweet etc
3. Respond to Twitter content or schedule the response for later
4. Task creation and response from a single interface
5. Attach the item to an existing task

Powerful Options to Find Top Content
Sort results by
time, user name ,
reach, influence
and more

Analyze Results On-Demand
After applying filters
and search in the
Content Browser, click
on “Analyze Content” to
get custom analysis for
that data set

Content Analyzer: Keywords and Sources

Content Analyzer: Reach and Location

Apply Labels to Multiple Items Easily.
Filter Results by Labels
Use labels to organize
data based on your
segmentation needs
Results can be
filtered by one or
more Labels

Select, Respond, Export Data
Export results with
metadata
Select multiple
items easily – then
Label or reclassify
sentiments
Respond to posts
or Create Task

Exported CSV file has Complete Metadata
Field included in the export:
Timestamp publisher
user_name location user_score
followers_count friends_count
content_title destination_url
sentiment matched_categories
matched_terms applied_labels
content_generator

Unified Social Channel Feed: Search, Filter …
Powerful ways to segment
data: Brand/competition,
Sentiment, Publisher,
Keyword , Location & Label
Advanced Search and
Sort
Social Channel mode
Enriched social data with
engagement metrics
Actions: Create Task, Apply
Labels, View
Sentiment Analysis

B. Social Media Management
and Content Publishing
 Managing user accounts, social accounts, teams and site settings
D. Workflow
E. Help and Support
 Online support

Social Channels Capabilities
1. MutualMind is integrated with the big four social channels:
Facebook, Twitter, Google/YouTube and LinkedIn
2. Through this integration, MutualMind is capable of providing:
a. Summary and key trends of social metrics relevant to each
social channel
b. Detailed analysis and interactive segmentation of social posts in
the content browser (channel content mode)
c. Competitive comparison of social channels for brand versus
competition
d. Publishing content to one or more accounts and to view and
interact with the timeline

Authentication Options
• Social channels for brand could either be authenticated (you must
authenticate each social account with Twitter, Facebook, Google
etc.) or unauthenticated (just provide the name or URL and we will
collect as much info as we can)
• Social channels for competition - just provide the account name or
URL , we will let you know if the account name does not exist!
• To respond to posts or to publish content on a channel via
MutualMind, authenticated social accounts must be setup for that
channel (e.g. Facebook)

Adding Facebook Pages
Facebook.com/delta

Authenticated Facebook Accounts
1. First step is to add Facebook account(s). The account should be a
regular user account (not a business account)
2. Second step is to select the Facebook page(s) of interest. The FB
account holder can either be a fan of the page (allows us to get
public-level data) or the admin/owner of the page (allows detailed
data about your page)
3. Third step is to tie a campaign to one or more of these pages. This
is done by adding the page(s) in the campaign setup.
4. Content can be posted to Facebook pages from MutualMind
‘Streams’
Facebook Account  Facebook pages  Campaigns

Facebook Account Setup
❷
❶

Facebook Setup: Step 3 – Select Pages
❸

Twitter Account Setup (Unauthenticated)

Authenticated Twitter Account Setup
❶
❷

YouTube Account Setup (Unauthenticated)

Google/YouTube Account Setup
❶
❷
❸

Setup Campaign -
Web (RSS) Feeds for Campaign
You can add any RSS feed to campaign. Click Add for each and click Done when finished.
❶
❷

Twitter & Facebook: Delegation
Delegates are users who can post on
behalf of a social account.

Social Streams 1: LinkedIn
View LinkedIn group activity
and post to multiple groups.
Reply inline or create a task
for a team member.

Social Streams 2: Facebook & Twitter
Streams for Twitter and
Facebook allow you to view
and manage interactions for
multiple accounts.
Reply inline or create a task for
a team member.

View & Respond with Streams
Streams for Twitter and
Facebook allow you to view
and manage interactions for
multiple accounts.
Reply inline or create a task for
a team member.

Administration
D. Workflow
E. Help and Support
 Online support

Admin Control Panel
Manage users, campaigns & more

Understanding User Roles
• Administrators – can make changes to campaign,
add/edit social accounts, grant access to users to
campaigns and social accounts and add/edit users
• Users and Campaign Level Access Control: once a user
has been granted access to a campaign, that user can:
– View campaign
– View AND Change campaign setup (refer to slide 16)
• A user can post content via a social account as a
delegate ONLY if their user account has been granted
access to that social account by an Administrator

Delegation of Social Accounts
“Add Delegates” is a secure and transparent way to give
permission to users to post content to brand accounts

Individual User Account Settings
Every user can manage his/her
account preferences & settings e.g.
select which notifications to receive
Link to ‘Account’ settings is available here

Individual User Account --
Email Notification Settings
Each user can manage his/her
notification settings e.g. select
which notifications to receive

Workflow
D. Workflow
E. Help and Support
 Online support

Tasks
• In MutualMind, a task is a unit of work that:
– is assigned to an individual
– has metadata such as status, due date, customizable disposition
category, automatically collected time metrics (time to react / respond /
resolve)
– is measureable: task dashboard displays team performance, allowing
for advanced settings such as working/offline hours and exclusion of
certain tasks from stats calculation
– is shared with team for collaboration and comments
– includes social conversation context e.g. the Facebook post
– provides built-in response capability for Twitter
– provides activity log for all work done on the task
– Comes with searching and filtering capability (task browser)
• Create a ‘Task’ by clicking on the ‘clock icon’ next to a content item

1. Social
post
published
2. Task
created
3. Actions on
Task: response
sent, routed to
internal team etc.
4. Task
resolved
Task Lifecycle

Task Settings – Admin Panel
Enter “Disposition”
labels here (e.g. billing
issue)

Creating Task: Content Browser
Click on the
clock icon to
create a task.

Creating Task from Streams View
Create a task for
from any content.

View Tasks in ‘Work’
All tasks appear in ‘Work’
queue
• Tasks can be viewed/
managed in ‘Tasks’
• Notifications are sent out
when a task is created

Task Details
Remember to setup and
verify:
• User accounts
• Notifications settings
Tasks appear in ‘work’ queue
and can be viewed/managed
from Task Browser

Disposition and Exclusion from Stats
Disposition allows you to
classify the task resolution
Capability to exclude a
task from calculation of
performance stats

History, Team Comments & Audit Trail
All conversations, comments
and changes to task status
are logged

Social Context – Attach posts to existing Task
Attach a post to a task
by clicking on the
‘paper pin’ icon

Social Context – Conversation History
Attached post appears
as ‘Conversation
History’ in the task

1. Social
post
published
2. Task
created
3. Response
sent
4. Task
resolved
Definition of Performance Metrics
Reaction
time
Resolution
time
Response
time

Performance Reporting of Tasks
Reaction, Response and
Resolution time for tasks

Task Browser: View, Filter and Search
Search within tasks - or apply
filters from the sidebar

Help and Support
• Click on “Help and Support” button on the right side of any page
• Or go to: http://support.mutualmind.com/

For More Information
• Read our online FAQ
• Check out release notes on our blog:
 http://www.mutualmind.com/blog/tag/release-notes
• Email us: support@mutualmind.com

MutualMind Best Practices and Setup Guide

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