Monitoring and evaluating conversations on the web

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: [email protected]

Monitoring and evaluating

conversations on the web

Giles Palmer

CEO, Brandwatch

[email protected]

Tel: +44 (0)1273 234 293

©2010 Brandwatch | www.brandwatch.com

Brandwatch is a monitoring and analysis company with

offices in the UK and Germany.

© 2010 Brandwatch | www.brandwatch.com 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


So what’ best practice?


The majority of comment about some

stuff is within online news pages


But introduce something more emotional

and the profile changes


So what do you do about it?


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


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


Use blog & forum engines

Blogpulse, Google Blog search/Bing, Boardreader

Omgili, Google forums

Time bandits

FRUSTRATION


Who’s influential?


Site Rank

Search

ranking Traffic

Social

linking

Inbound

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

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


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


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


Fit the data to the organisation


Set benchmarks

1. Webstats

2. Conversion rates

3. Volume of conversation

4. Sentiment

5. Competitors

6. Type of conversation


Benchmarks – INTERESTING MENTIONS


CiscoHondaE.on

Pantene

Not interesting

(e.g. passing

mention)

Interesting

to read

Interesting

and worth

acting on

99%

1%

c. 0.1%

65%

2%

33%

79%

20%

1%

24%

52%

24%

Benchmarks – SENTIMENT


Getting it right can take TIME

and ITERATIONS


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%

Try it out

THANK YOU for listeningGiles [email protected]

@joodoo9

26© 2010 Brandwatch | www.brandwatch.com

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

mailto:[email protected]

http://www.brandwatch.com/

Monitoring and evaluating conversations on the web

Documents

Transcript of Monitoring and evaluating conversations on the web