Making a blog drive ROI using monitoring

London 25th April 2008

Introduction to Market Sentinel

• Leading supplier of blog and web monitoring services to UK and international blue chip customers in the telecommunications, internet, automotive and energy sectors

• Unique technology identifies the crucial sources that companies and communicators should monitor in order to take business decisions

• Stakeholder Analysis - Identify key authorities on your brand or issue

• Net Promoters Index - Benchmark topic or brand for public approval, identifying specific positives and negatives

• Live Buzz - Live notification or monthly digests of web conversation key issues

• Helps marketing, communications and customer service professionals achieve measurable ROI outcomes

• Market Sentinel enables your organisation to: – Identify the topics and themes in online chatter that affects sales

or reputation– Identify sites and commentators which have influence over your

brand– Monitor online prominence, connectedness, reach, clarity,

resonance, authority and approval– Benchmark a product by measuring change in tone, or change of

topic being discussed– Focus social media strategies to connect with your stakeholders– Improve visibility in organic search– Measure outcomes from a campaign to prove ROI on marketing

and PR investment

• There is no IT involvement or cost• Pay as you go

What we do

Some Customers

• There is an existing conversation out there about you

• You blog to ensure you have access to your customers on your own terms

• You have to match your conversation to an existing conversation where you can add value

• How do you establish which conversation to join in with?– Value proposition– Search inventory– Buzz topics

Why blog?

• What are the key topics driving debate

• Are you mentioned? 

• In what context?

• By whom?

And …

Biggest positive topics LiveBuzz 11th March-10th April 2008 Tesco plc

Fastest-growing positive topics LiveBuzz 11th March-10th April 2008 Tesco plc

Domains with most positive mentions LiveBuzz 11th March-10th April 2008 Tesco plc

• The positive conversations around the Tesco brand are increasingly (last month) driven by conversations about credit cards and insurance

• Long term positives are – Clubcard– “Localness”– Price

• Do any of these topics go the heart of Tesco product positioning?

What are the take-homes

• Once you have identified a conversation which is key to your positioning

• Benchmark that topic for influence with a stakeholder influence study

• Identify who matters, what their take on the conversation is

• Who are the partners to target?

• Talk about topics they are interested in

• Name check them

If so …

What is the topic to benchmark?

• For Avis it was about trust– Car hire companies are notorious for hidden charges– Avis-specific themes included

• Lack of GPS• Loyalty scheme inferior to Hertz• Complication of contract• Lack of online information about rental locations

Case study Avis UK: “trustworthy car hire”

• Look at your blog content plan in terms of the key themes the monitoring has raised

• If you are launching the blog, give selected bloggers a preview of the site in beta

• Ask for feedback and respond to it

• Make sure your key messages are tuned to the agenda you find

How do you use the results?

The result …

• Monitor your own output• Quantitative metrics

– Comments– “Conversational index” (comments per post)– In-links– Mentions (in particular from targeted partners)– Traffic – Alexa ranking

• Qualitative metrics– Feedback– “Resonance”– Awards!

Finally …

Contact• simon.rogers@marketsentinel.com • +44 20 7793 1575 (t); +44 7977 001372 (m)