www.charitycomms.org.uk/events

1. Developing Your Brand and Image Conference
30 March 2011
Monitoring and evaluating conversations on the web
CharityComms is the professional membership body for charity communicators. We
believe charity communications are integral to each charity’s work for a better world.
W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk

2. Monitoring and evaluating
conversations on the web
Giles Palmer
CEO, Brandwatch
giles@brandwatch.com
Tel: +44 (0)1273 234 293
©2010 Brandwatch | www.brandwatch.com

3. Brandwatch is a monitoring and analysis company with
offices in the UK and Germany.
© 2010 Brandwatch | www.brandwatch.com 4

4. Some Stats
Social media marketing growing at 35% per annum 
$14bn industry in 3 years
>60% Comms professionals say monitoring Social Media is
one of their biggest challenges
70% of FTSE 500 companies are doing some sort of online
analysis and / or engagement
Social data (excluding Facebook) increased by 250% in
2010
© 2010 Brandwatch | www.brandwatch.com 5

5. So what’ best practice?
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9. The majority of comment about some
stuff is within online news pages
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10. But introduce something more emotional
and the profile changes
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11. So what do you do about it?
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12. Watch Twitter only
Who: Lots of people such as ASDA, First Direct
How: Free stuff - Twitterfall, tweetdeck, hootsuite,
How good: Good for engaging, less so for reporting. B2C
Issues
No analysis
Big picture / little picture
© 2010 Brandwatch | www.brandwatch.com 13

13. Add Google alerts
Quoted everywhere as a good way to monitor the web
BUT
• Coverage is <10%.
Query: Gatorade Period: 1 month
Google Alerts 684 | Brandwatch 12,115
• NO reporting or analysis
Conclusion not great – check out Brandwatch alerts
© 2010 Brandwatch | www.brandwatch.com 14

14. Use blog & forum engines
Blogpulse, Google Blog search/Bing, Boardreader
Omgili, Google forums
 Time bandits
FRUSTRATION
© 2010 Brandwatch | www.brandwatch.com 15

15. Who’s influential?
Search Social Inbound
Site Rank ranking Traffic linking links type supplier
oxfam.org.uk 48,348 157 34,666 14 117,088 Mainstream yes
touchstoneblog.org.uk 45,369 112 10 61 41,535 Individual no
scienceblog.cancerresearchuk.org 43,193 52 39 10 2,081 Mainstream yes
greenpeace.org.uk 43,188 75 10,444 3 39,309 Mainstream yes
blogs.amnesty.org.uk 42,965 58 22 13 13,466 Mainstream yes
fundraising.co.uk 42,887 568 2,150 15 3,536 Commercial no
econsultancy.com 41,839 91 187 3 32,642 Commercial no
amnesty.org.uk 41,053 69 14,067 5 36,811 Mainstream yes
youthnet.org 40,798 51 899 1 26,005 Commercial yes
newphilanthropycapital.wordpress.com 40,792 88 81 0 2,664 Individual no
jrf.org.uk 40,641 74 2,932 2 7,941 Commercial yes
livewire.amnesty.org 39,551 35 598 4 2,260 Mainstream yes
thirdsector.co.uk 39,347 366 6,571 0 42,517 Commercial no
savethechildren.org.uk 39,150 183 9,316 0 27,618 Mainstream yes
communitycare.co.uk 39,071 224 117 1 1,724 Individual no
rspb.org.uk 38,968 72 30,987 0 80,110 Developing yes
savethechildren.net 38,127 73 933 0 46,808 Mainstream yes
cafonline.org 38,053 164 1,997 6 10,291 Commercial yes
care2.com 37,778 134 39 22 62,902 Developing no
scvo.org.uk 37,648 127 131 0 22,519 Commercial no
donation4charity.org 37,453 216 605 0 4,303 Developing no
bullying.co.uk 37,440 46 5,887 0 9,222 Developing yes
dogstrustblog.blogspot.com 37,283 22 2,253 0 627 Commercial yes
bornfree.org.uk 37,139 52 1,063 0 10,284 Developing yes
© 2010 Brandwatch | www.brandwatch.com 16

16. Inside out is better than outside in
• Figure out what the organisation is trying to achieve
• Find an ally at a senior level & get some resource
• Set clear objectives
• Maybe get some help
• Monitor it and show progress
© 2010 Brandwatch | www.brandwatch.com 17

17. OBJECTIVES - tips
This is a new form of marketing
It should align with org. structure
You need to think longish term
Tie it into simple stuff like webstats
Include online news
GET THE TONE RIGHT
Human, real, vulnerable, helpful
© 2010 Brandwatch | www.brandwatch.com 18

18. E.On - Fitting into org. structure
DEPARTMENTS
PR, Product & pricing, Talent, Retail, Renewables…
WHAT DO THEY TRACK?
Brand, plants, competitors, lobby groups, sponsorship,
campaigns, events
© 2010 Brandwatch | www.brandwatch.com 19

19. Fit the data to the organisation
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20. Set benchmarks
1. Webstats
2. Conversion rates
3. Volume of conversation
4. Sentiment
5. Competitors
6. Type of conversation
© 2010 Brandwatch | www.brandwatch.com 21

21. Benchmarks – INTERESTING MENTIONS
2% 1% c. 0.1%
Interesting
and worth 24% 1%
20%
acting on 33%
Interesting
to read
52%
65% 79% 99%
Not interesting
(e.g. passing 24%
mention)
Pantene Honda Cisco
E.on
© 2010 Brandwatch | www.brandwatch.com 22

22. Benchmarks – SENTIMENT
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23. Getting it right can take TIME
and ITERATIONS
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24. ROI example
For one client, in a 1 month period
Number of posts tracked ~100,000
Filtered to 4,500
Actual engagements < 2%
Number of increased views 25,000
Increase in positive tonality 11%
Decrease in negative tonality 25%
ROI 558%

25. Try it out
Come and see what’s going on around
your company for free
Go to www.brandwatch.com/ and register
for a demo
put Charity in the description field
THANK YOU for listening
Giles Palmer
giles@brandwatch.com
@joodoo9
© 2010 Brandwatch | www.brandwatch.com 26