The document discusses how brands can monitor themselves in the digital world. It notes that online conversations now control a large percentage of brands' reputations. It recommends that brands listen to online conversations about themselves, learn from what people are saying, and engage where appropriate. Specifically, it suggests brands monitor search engines, news, blogs, social media and more to understand consumer sentiment and catch issues early.

1. How to monitor your brand
in the digital world
Nick Holmes à Court
nick.holmesacourt@buzznumbershq.com

7. Market Research

Media Monitoring

Brand Reputation

Search Engines

Online Reputation Monitoring


8. What percentage of your brand

reputation is controlled by
online conversations?
How much has that changed in

the last 5 years?
How much will this change in

the next 5 years?

10. People like people

People trust each other more than any other source

Opinion of a friend

Opinion of a stranger

Online Opinions


13. “Open social networks have disrupted the simple
division between public broadcast media (TV, radio)
and private communications media (telephones, faxes).
MySpace comments, twitter updates and a range of
other social media interactions, while intended for a
more intimate, immediate audience, reside in the
public space and are viewable to all. “
Ben Phillips, Euro RSCG, AdNews April 2009

14. Here Comes Everybody…

“Open social networks have disrupted the simple division
between public broadcast media (TV, radio) and private
communications media (telephones, faxes).
MySpace comments, twitter updates and a range of other
social media interactions, while intended for a more intimate,
immediate audience, reside in the public space and are
viewable to all. “
Ben Phillips, Euro RSCG, AdNews April 2009

16. Brand Communications 1.0

◦ Marketing & Advertising
◦ Corporate Communications
◦ Public Relations
◦ Market Research
◦ Customer Support
Brand Communications 2.0

◦ The Permeable Enterprise

19. All Corporate Activities including Advertising, PR,

Marketing, Digital and Events stimulate consumer
conversations that end up in:
◦ Search engines
◦ News
◦ Blogs
◦ Social Media
◦ Wikis
◦ Forums
◦ Groups
◦ Podcasts
◦ Video & Web TV

21. 2.3 Million Australians have created a blog

1.6 Million Australians ongoingly update their blog

since creating it
7.1 Million Australians read one or more blogs

regularly
Source: January 2007 Nielsen Media National Readership Survey

22. 84% of Australian internet users use Web 2.0 for

sharing content such as photos, links and video
83% consume Consumer Generated Media content

39% of Australians create online content in the form

of uploading video and music
Source: January 2007 Nielsen Media National Readership Survey

23. Communications have changed more in the last 5

years than the last 50 years
YouTube, FaceBook, iTunes, Twitter, Wikipedia…

Huge change in consumer media consumption habits

Even bigger change in consumer media creation…


25. Online Media Monitoring generates Intelligence

◦ Campaign Effectiveness
◦ Key Online Brand Influencers
◦ Consumer sentiment trends
◦ Competitor analysis
Intelligence empowers accurate decisions

◦ Strategy
◦ Public Relations
◦ Marketing & Advertising

26. “Social Media Data can be collected and used for product
development, customer feedback, loyalty management,
customer segmentation, campaign targeting, and
individual or group customer satisfaction management.”
“This wealth of data can be used for marketing, in
particular, as well as an within the entire customer-
focused organization.”
Enterprise use of Social Networking, Gartner Symposium/ItExpo, October 12, 2008
http://www.gartner.com/it/page.jsp?id=770914

27. Marketing Departments

PR / Communications

Customer Support

Product Managers

Strategy / Insights / Research


28. Customer Support

Public Relations

Crisis Management

Marketing Effectiveness

Strategy & Insights

Customer Relationships


30. Take a tiered approach to social media monitoring
Listen

Learn

Engage


31. Your Brands & Trademarks

Your People

Your Campaigns

Competitors

Industry Issues


34. Search Engines

News

Blogs

Social Media

Podcasts

Video

Forums


48. RSS Readers & Search Subscriptions

Google Alerts

Commercial Social Media Monitoring Solutions

◦ BuzzNumbers
◦ Nielsen BuzzMetrics
◦ Radian6
◦ TrackUR

49. Know your market

Signal vs. Noise

Advanced Search Keyphrases

◦ 1. “Milk Honey”
◦ 2. Milk+Honey
Boolean Searches

◦ 3. Milk OR Honey
◦ 4. Bread AND Milk OR Honey
Negative Searches

◦ 5. Milk -Honey

51. Understanding Influence & Prominence

Volume of Discussions

Activity in different channels

Discussions in different countries


52. Each Mention online has Influence

Google PageRank

Alexa Rank

Backlinks

ReTweets (BackTweets)


57. Identify Your Audience

Define Success Measurements

Plan a strategy that includes all Stakeholders

Be Transparent

Recognise – Its not about you!


58. Research (Monitoring)

Where is your audience?

What audiences matter?

Industry news/blogs can be noisy

Be prepared to divide people


59. Different from SEO and PPC

Measuring Engagement

◦ Comments
◦ ReTweets
◦ Blog Posts
◦ Traffic to Website
◦ Friends/Followers
◦ Links
◦ Equivalent advertising value

60. Like any corporate initiative

Internal and External Stakeholders

Corporate Departments

◦ Marketing
◦ Market Research
◦ Customer Support
◦ IT
◦ Communications
◦ Finance

61. Why are you here?

Individuals need to disclose

Pretending to be a satisfied customer = PR risk

Build Trust

Admit your failures


62. Marketing in the past has been ego driven

Add Value

Build Long Term Relationships

“God gave us 2 ears and 1 mouth for a reason”

Is there pent up anger at your company?


64. “A 50-year-old lock design was rendered useless last week
when a brief post to an internet forum revealed the lock
can be popped open with a cheap plastic pen.”
Wired Magazine, 2004

68. YouTube - 1 Million Views in first 24 Hours

Covered in more than 5,000 Blogs

10,000+ Facebook Comments/Updates

2,000+ Twitter Updates

100+ TV News Channels Coverage


73. YouTube Video of Disgracefully untidy store

Posted 4th April 2009


74. Within 7 days it was Front Page News


75. 3 Days later was on Today Tonight


76. 3 Days later was on Today Tonight


77. If McDonalds was monitoring Social Media, they could:

◦ Identified the video within hours
◦ Contacted the video owner
◦ Proactively tidy any mess
◦ Engaged their existing Crisis Comms strategy
◦ Actually Fix the Problem

78. If McDonalds was monitoring Social Media, they could:

◦ Identified the video within hours
◦ Contacted the video owner
◦ Proactively tidy any mess
◦ Engaged their existing Crisis Comms strategy
◦ Actually Fix the Problem

79. If McDonalds was monitoring Social Media, they could:

◦ Identified the video within hours
◦ Contacted the video owner
◦ Proactively tidy any mess
◦ Engaged their existing Crisis Comms strategy
◦ Actually Fix the Problem

81. People are already talking about your brands

This will only increase

Multiple commercial benefits

Reduces Corporate Risk

Low barrier to entry


82. Visit the website at www.BuzzNumbersHQ.com

Email nick@BuzzNumbersHQ.com

Twitter: @nickhac

Phone: +61.2.9360.0777
