brand monitoring on twitter presentation twittwoch 7 oct. 2009
DESCRIPTION
A presentation I gave at Twittwoch Berlin on brand monitoring on Twitter. It is a research on the best brand tracking tools with a small part about brand monitoring and brand measuring methods.TRANSCRIPT
BrandMonitoringonTwi.er
MarkusPohlTwi.woch,7Oct.2009
ABOUT
Goal
Mygoalwastofindgoodbrandmonitoringtools......forTwi.er...forfree
Note:
ThereareALOTmoretoolsavailableforTwi.ermonitoIngaswellasforsocialmediamonitoring.
Newtoolspoppingupeveryday.
ExpectaIons&Wishes
• VisualizaIonoftrendlines• Benchmark
• Webbased(SaaS)
• Find„hubs“and„evangelists“• Makerelevanttweetsvisible
• SenIment:):(
• Savesearchqueriesforlatersearches
BRANDMONITORINGMETHODS
Track,monitorormeasure?
• Track• Monitor
• Measure
Howtomonitor?
• Onaregularbase(oneImeperweekissufficient).
• Be.ertracklessando[enthanextensiveandirregular.
• MakebrandmonitoringpartofyourbusinessrouInes.(e.g.addTwi.ermonitoringRSS‐feedstoyourpersonalizedstarIngpage).
Whattomonitor?
• Whichparametersshouldyouchoosetotrackormeasureyourbrand?
• Therearedifferentmodelsforbrandmonitoring/measuring.
Indicatorsforbeginners(monitoring)Companyname,companyURL,Keyemployees,Productnames,ProductURLs,importantindustry“hangouts”,compeItors
Indicatorsforadvancedlearners(measuring)#ofmenIons,#ofre‐tweets,senImenttowardsbrand,hubs&evangelists.
Searchterms
Forsomebrandsitisveryhardtofindgoodsearchterms(trytobe„MECE“)
TOOLS
Twi3erSearch
SingleSearchTerms
Mul?pleSearchTerms
TrendCharts&Visualiza?onTools
Other
Twi.erAdvancedSearch
Topsy
Oneriot
Tinker
Scoopler
Collecta
Crowdeye
SocialmenIon
Moni.er
Twee.absFiltrbox
sm2.techrigy
twi.er‐trends
tweetvolumebzzscapes
Socialseek
TrendisIc
Ubervu
Twends
Tweetbeep
Wha.hetrend
Testedtools
Twitter Search
twi.ersearch
Easytouse
AlotofopIons(locaIonbased,person‐related,booleanoperators,date‐specific,…)
RSS‐subscripIonforquery
Showstrendingtopics
Basic,easy,goodforastart
Single Search Term
topsy
BasicfuncIons:liststweets&postsforthesearchterm
SearchesmulIpleSocialNetworks
Trendingtopics
A B OU T
oneriot
BasictoolSearchesthroughmulIplesocialnetworks(unfortunatelyyoucannotswitchon/offparIcularnetworks)
Offerstweetsbycategory(Music,celebriIes,...)
InkerBasic:showstweetscontaining
thequeryCrowdedsite,notveryeasyto
use(adverIsements,featuredevents,...)
Goodidea:peoplecreatetopics(„events“)theytwi.erabout.
ShowstrendingtopicsSignupandsafequeriesWidgetfortoolbar
Ididn‘tlikeit.
scoopler
Verybasic:showssearchterm&trendingtopicsCrawlsmulIplesocialnetworksNicesimpleinterface(videos,links(ads!?)andpictures
Simple,easy,nicetohandle
collecta
Easytohandle(searchesblogs,comments,micromessages,photos&videos)
Possibilitytoopt‐in/outwithyourquerieswithinsearchforphotos,videos,comments,microblogs,....
NiceUI
nice&easy
crowdeye
Powerful.Showspopularlinks,tweets,relatedhastagsandtrendlines(upto3days).
Sortstweetsaccordingtocrowdeye‘sownrelevance/rankingalgorithm
Measurestherelevanceofapersongoogleadsnicelyintegrated
socialmenIon
VeryinteresIngstaIsIcalinformaIon(senIment,topkeywords,topusers,tophashtags,PostRank)
CrawlsmulIplesocialnetworks(blogs,bookmarks,comments,...)
ShowstrendingtopicsRSS‐feed&emailalertAlertfuncIon
wow!
Multiple Search Term
moni.er
Powerful:lotsoffeatures(RSSfeedsforsearches,widgetforwebsite,help)
ShowstrendingtopicsWorksslowlyUnlimited(?)#ofsearchterms
twee.abs
Verysimilartomoni.erDisplaysexactlythesameresults
Showstrendingtopics
…butmuchfasterthanmoni3er!
filtrbox
GoodusabilityVerypowerful:searchTwi.erorothernetworks,measuresimportanceof
tweet,sortbyimportance,alertfuncIon,importgooglealerts,addRSSsources,blockdomains,tagcloud/serachterm,differentviewopIons...
YoucanalsocreatefoldersformulIplequeries
Freemiummodel‐RegistraIonreqiredNicegimmick:„checkyouinfluence“
Powerful!Recommendable!
sm2.techrigy
Sign‐innecessarySeemsverypowerful.AlotofopIonsbutabitcomplicated.
IniIalsearchneedshoursordays!
IguessitisagoodtoolbutIwasnotabletouseit.(MyiniIalsearchlastedformorethan10hours).
Trend Charts & Visualization Tools
twi.er‐trends
FullofadsDoesnotfindasmanytweetsasothertools!(=>Doesnotworkswith
smallbrands).Shows“trendse.ers”(personswhotweetedfirstabout…)Worksslowly
Nicegraphsbutnotveryhelpful
tweetvolume
NiceandeasyvisualizaIontool
Showsbarchartsforupto5searchterms
Don‘ttellyouforwhichImeperiod!?
bzzscapes
Worksdifferentthattheothertools:youbecomeafanofabrand(orcreateanewone).Workslikeaforumwithforumtread.Contentisaddedtothread/brandbyuser.
Onlyworksforverybigbrands.
Extraordinaryinterac?vevisualiza?on
socialseek
InstallaIonrequiredEasytohandle.SearchesmulIplesocialnetworks(nice:showsthumbnailsforpicture
queries)Verycoolfeature:showsmulIpletrendlines(forblogs,twi.er,...)
Nicevisualisa?onpossibili?es(line,cloud)
trendisIc
GreatgraphsShowsthelast180days(unfortunatelyonlyforafewsearchterms)BreakdownsbythehourCounts%oftotal(forpopularterms)ortotal#(forunpopularterms)Nicearchiveoftrendingtopics
Ilikeit!
uberVU
VeryeasyUIShowstrendlines(includingeventsrelatedtothebrand)SearchesmulIplenetworksPowerful:Widgetforblog,browser,bookmarking,RSS‐feedforquery,
top‐“stories“(answers)toaquery„followconversaIon“funcIon
Brilliant!Verypowerfulandeasytouse!Musthave!
twends
Didn’twork,butnicename!
Other
tweetbeep
Itis“googlealertsonTwi.er”withhourlyupdates
Sign‐innecessaryDoesexactlywhattwi.ersearchcando(andevenlooksthesame)
Freemiummodel(10alertsforfree)*
Adsinemailsareabitannoying
Notreally„real?mesearch“
wha.hetrend
ExplainsWHYatopicistrending!ExplanaIonsbasedoncrowdsourcingmodel
Goodideabutdoesnotworkveryreliable.(seeabove)
LEARNINGS&CONTACT
Learnings
• Ididnotfindonsingletooltofulfilallmyneeds.
• Buttwoorthreetoolsaretotallysufficient.
• Icanrecommend:SocialmenIon,Filtrbox,UberVU,trendisIc
• Beforeyoustart:Haveastrategy/haveagoal.(esp.ifyourbrandisnotbig).
Thankyou!
MarkusPohl
Twi.er:@m_pohlXing:www.xing.com/profile/Markus_Pohl7Linkedin:linkedin.com/pub/markus‐pohl/3/638/a47Facebook:facebook.com/markus.pohlwww.buerofuersinnfragen.de