Montag, 15. Dezember 2014

Social-Media-Monitoring III

Servus Erdnuss

You are a company and want to know in a nutshell how the project of Social-Media-Monitoring is started? read this blogpost and learn more about it! 

As in any other project there are certain steps that should be made. A general tip is to take your time and be open minded to new ideas some tools may offer you =)
  • Definition of requirement: Goals and priorities of Social-Media-Monitoring, reporting-cicles, languague, object area, competitor and topics
  • Research & Review: Always resaerch for all relevant Keywords even for the not obvious ones. Trim the brand-keywors for unambiguity („omega watches“ vs. „omega-3-fettsäuren“). Start of with the more general ones and get into more detail in time!
  • Choice of tools and setup: Explorative tools for deep analysis vs. tools that are made for operativ monitoring. Definition or extension of the alert and customer service process.
  • Test phase: optimizing the keywords, overview of the completeness of the source (especially the blogs and panels of the regarding industry!), generating and evaluation of reports.
  • Implementation, Operation, Optimization: Setup of the organisation and processes, step by step involvement of other participants in regard of the quality of reporting and data, monitoring continuously, maintaining the data and last but not least always improve your keywords!
I am sure after all this knowledge you gained over the last 3 blogpost, your are very eager to start monitoring your company!  Here is a nice youtube video with 10 Social Media Monitoring Tolls that can be used! 

I hope you enjoyed our little series about Social-Media-Monitoring and come back to visit our blog soon=)

And remember: If we can do it you will do just fine. Let's conquer the digital world together.


Samstag, 13. Dezember 2014

Social-Media-Monitoring II

Servus Erdnuss

We are already back with the second part of our topic "Social-Media-Monitoring". In the last blogpost we learned about what it is and what supporting tools there are. So lets go further and learn more about this interesting topic!      

What key figures are gathered? 

For the overview the following key figures and indicators in Social-Media Monitoring are central:

Mentions & Reach: Number of mentions of the brand in different sources in consideration of the time line and the number of potential reach

Share of Voice: Proportion of mentions in comparison to the market/competitors

Sentiment: Number of positive, neutral or negative mentions

Demographic information: Spreas of age, language, country, sex etc.

Influencer: Identification of important people and their relations with each other. Remember here our blogpost about swisscom and how they use their superuser.

Topics and Keywords: automatic identification of important topics and keywords per text-analytics

Know we know what is monitored but  "good monitoring" contains much more than gathering key figures. There should be a daily update about all the key figures so that relevant know-how about communities can be gathered. This leads us to the demand a company has for Social-Media-Monitoring.

  • Central and comprehensiv administration  of brand-, competitor- and topic-tags 
  • Containment by language or country 
  • Comprehensive resources: Whach out for tools that do not scann all the relevant resources! some if them even forget Twitter!
  • Dashboards with KPI as well as comprehensive filter and compare possibility 
  • Lists of the mentions with information about range, profile information, sentiment etc. It is important to have the opportunity to filter these lists! 
  • Historical data for later analysis 
  • Workflows and pragmatic interface to the CRM-System and the possibility of direct interaction (Twitter direct to the tool) 
  • E-Mail-Alerts, for topics if crisis 

You still do not understand what Social-Media-Monitoring is or do you need more convincing that every company should use this tool? Here is a great video that will convince you!

Tune in next time and see our final post about this interesting topic. And remember: If we can do it you will do just fine. Let's conquer the digital world together.



Dienstag, 9. Dezember 2014


Servus Erdnuss
We are back with one of the hottest topics in digital marketing: Social-Media-Monitoring! Stay tuned for the the next two posts and learn more about this great topic.
To know what the community has to say about your brand is crucial before engaging in the social web. As well as the impact of social media should be calculated. With Social-Media-Monitoring it is even possible to anticipate crises or problems that may accure in the futur. So what are we waiting for. Her is how it is done!

First step is to decide on the main goal of monitoring. Here are some examples:
  • Social-Media-Basisanalysisfor the Identification of relevant platforms, topics and the people that can influence the Social-Media-Strategy.
  • Market research of own brand, products, trends, competitors
  • Qualitative und quantitative Reports for marketing operations
  • Brand-Protection und Monitoring of crises

But how does social work?

For monitoring designated sources are scanned for predefined keyword-combinations: brand (brand, product-labels, product name), important competitiors and strategic topics (market values such as sustainability, innovation or the important market topics such as cost-effectiveness)

Therefor the following resources are scanned:
  • Blogs and Microblogs such as Twitter, Friendfeed, Google Buzz
  • Social Networks such as Facebook, Netlog or LinkedIn
  • All kinds of relevant panels
  • Content-Communities such as YouTube oder flickr
  • Classic online mediaand  Wikipedia

Here it is very important to get the help of all possible tools that make your life to gather information easier. Therefor use Google-Alerts, Google Blog Search or the Twitter-Analysis-Tolls. An important part of the research is to search for keyword-combinations daily and put them manually into breakdown reports or tables and to archive the most important findings.  As you can imagine this takes a huge effort and it is almost impossible to narrow it down to certain languages or countries. Yout think this is to much to handle? We think so too. Therefore it might be a good idea to use a spezialised Social- Media-Monitoring-Tool that does all this work for you and simplifies this time-consuming task for you. Another great benefit of th is tool is that the data gets stored for later analysis- some of them store the data for several years.
A very interesting tool that can be used is Buzzgraph. This tool helps a brand to find further keyword that correlate with your brand. Here is an example for the city of Hamburg.

Do you want to know how you can use the data? Than have a look at the next blogpost!
And remember: If we can do it you will do just fine. Let's conquer the digital world together.