What is being said about you on blogs, social networks, in comments, and in the news? This presentation shows you how to monitor brands and keywords with free tools. http://www.noop.nl http://www.jurgenappelo.com

1. How to Listen to Your Brand
(Monitoring Your Brand with Social Media)
jurgen@mellowbillow.com – version 3
image by
aloshbennett

2. Jurgen Appelo
writer, speaker,
entrepreneur...
www.jurgenappelo.com

3. Get my new book for FREE! m30.me/ss

4. People talk… are you listening?People talk… are you listening?People talk… are you listening?People talk… are you listening?People talk… are you listening?

5. complaints
compliments
competitors
opportunities
risks
copyrights
customers
relations
fans
Why listen?Why listen?Why listen?Why listen?Why listen?
image by
kevindooley

6. The world is a big place…
What are you going to listen to?
image by
alexkess

7. Step 1: Define search criteria
Keywords: “Your Brand”, “Some Topic”, “Any Name”
Links: yourbrand.com, sometopic.com, anyname.org
Tags: #yourbrand, #sometopic, #anyname
The balancing act…
… needs continuous refinement
not too many, not too few…
not too generic, not too specific…
image by Pink Sherbet

8. Step 2: Match with media types
Search on:
Web
News
Blogs
Microblogs
Bookmarks
Blog comments
Social comments
Forums / groups
Images
Video
Audio
Search term:
“Your Brand”
“Some Topic”
“Any Name”
yourbrand.com
sometopic.com
anyname.org
#yourbrand
#sometopic
#anyname
?

9. Step 3: Choose search strategy
Deep Search
For example: only pictures and videos,
but including every comment and bookmark
Wide Search
For example: everything (news, blogs, tweets, etc.)
but excluding details like comments and bookmarks
image by wvs

10. Step 4: Select search tools

11. results of our own research…
(disclaimer: informal analysis during 2 weeks with just 7 keywords)

12. images by jeffagogo
And then you get a flood of data…

13. Will you read all this?

14. Step 5: Separate into channels
Different frequencies
Check some stuff every day, other stuff once per week
Different content types
Mixing videos, tweets, and bookmarks doesn’t work well
Different readers
Determine who will be monitoring which channels
image by wili hybrid

15. Step 6: Aggregate, Filter, Sort
Aggregate feeds
Combine similar feeds into one
Filter noise
Remove unwanted results with additional keywords
Sort results
Order the results in date descending
image by faith globe

16. a bit of rewiring...

17. images by jeffagogo

18. Step 7: Select, Read, Bookmark
images by jeffagogo

19. sharing...
filtering...
acting...

20. Now you’re listening…

21. @jurgenappelo (twitter)
slideshare.net/jurgenappelo
jurgenappelo.com (site)
noop.nl (blog)
management30.com (book)

22. Appendix: Search Tools (with feeds)
BackTweets http://backtweets.com/
Bing http://www.bing.com/
Blogdigger http://www.blogdigger.com/
Bloglines http://www.bloglines.com/
BlogPulse http://www.blogpulse.com/
BoardReader http://boardreader.com/
BoardTracker http://www.boardtracker.com/
FriendFeed http://friendfeed.com/
Google Alerts http://www.google.com/alerts
Google Blog Search http://blogsearch.google.com/
Google News http://news.google.com/
Icerocket http://www.icerocket.com/
Social Mention http://www.socialmention.com/
Spy http://spy.appspot.com/
Technorati http://technorati.com/
Twingly http://www.twingly.com/
Twitter Search http://search.twitter.com/
Wikio http://www.wikio.com/
YackTrack http://www.yacktrack.com/
Yahoo Pipes http://pipes.yahoo.com/

23. Appendix: Other Monitoring Tools
BackType http://backtype.com/
coComment http://www.cocomment.com/
Commentful http://commentful.blogflux.com/
Compete http://www.compete.com/
Delicious http://delicious.com/
FeedDemon http://www.feeddemon.com/
FeedRinse http://www.feedrinse.com/
Google Reader http://www.google.com/reader/
Google Trends http://www.google.com/trends
HowSociable? http://howsociable.com/
Keotag http://www.keotag.com/
MonitorThis http://monitorthis.info/
PostRank http://www.aiderss.com/
TweetBeep http://tweetbeep.com/
TweetVolume http://www.tweetvolume.com/
Twilert http://twilert.com/
Vanno http://vanno.com/
WhosTalkin http://www.whostalkin.com/
Yahoo Pipes http://pipes.yahoo.com/
Yahoo Alerts http://alerts.yahoo.com/

24. Appendix: Paid Tools and Services
AlertRank http://www.alertrank.com/
Attentio http://www.attentio.com/
Biz360 http://www.biz360.com/
BrandsEye http://www.brandseye.com/
BuzzDing! http://www.buzzding.com/
BuzzGain http://www.buzzgain.com/
BuzzLogic http://www.buzzlogic.com/
Collective Intellect http://www.collectiveintellect.com/
Converseon http://www.converseon.com/
Distilled http://reputation.distilled.co.uk/
Dow Jones Factiva http://factiva.com/
eCairn http://www.ecairn.com/
Filtrbox http://www.filtrbox.com/
HubSpot http://www.hubspot.com/
J.D. Power Web Intelligence http://www.jdpowerwebintelligence.com/
MightyBrand http://www.mightybrand.com/
Nielsen Online http://www.nielsen-online.com/
Radian 6 http://www.radian6.com/
Scout Labs http://www.scoutlabs.com/
Sentiment Metrics http://www.sentimentmetrics.com/
Social Seek http://www.sensidea.com/socialseek/
Spinn3r http://spinn3r.com/
Techrigy http://www.techrigy.com/
TNS Symfony http://www.cymfony.com/
Trackur http://www.trackur.com/
Visible Technologies http://www.visibletechnologies.com/

25. Sources
Tracking the Buzz: How to Monitor Your Brand Effectively
http://socialmediatrader.com/tracking-the-buzz-tools-to-monitor-your-brand-effectively/
9 Free Tools to Monitor Your Online Presence
http://blog-well.com/2008/04/29/9-free-tools-to-monitor-your-online-presence/
How to Monitor Your Brand 24/7
http://www.fastcompany.com/magazine/135/scobleizer-brand-new-day.html
3 Powerful Free Apps to Monitor Your Small Business in Social Media
http://www.startupnation.com/blogs/index.php/2009/07/07/3-powerful-free-apps-to-monitor-your-small-business-in-social-media/
6 Tools to Monitor Your Brand
http://www.blackweb20.com/2009/05/14/6-tools-to-monitor-your-brand/
Top 10 Free Tools for Monitoring Your Brand’s Reputation
http://mashable.com/2008/12/24/free-brand-monitoring-tools/
In Year 2009: Monitor Your Brand’s Reputation in Ten Minutes and For Free
http://www.thetrendwatch.com/2009/01/05/in-year-2009-monitor-your-brands-reputation-in-ten-minutes-and-for-free/
How to Monitor Your Online Reputation
http://www.wikihow.com/Monitor-Your-Online-Reputation
Social Media Monitoring on the Cheap
http://www.buzzstream.com/blog/social-media-monitoring.html
Free Social Media Monitoring Techniques
http://www.robgonda.com/blog/index.cfm/2009/4/5/Free-Social-Media-Monitoring-Techniques
Listening Platforms Are Evolving Into Engagement Platforms
http://pr.typepad.com/pr_communications/2009/01/listening-platforms-are-evolving-into-engagement-platforms.html
Social Media Monitoring – a PR Must…
http://jeffbobick.wordpress.com/2009/01/26/social-media-monitoring-a-pr-must/

26. @jurgenappelo
slideshare.net/jurgenappelo
noop.nl
linkedin.com/in/jurgenappelo
jurgen@noop.nl

28. http://creativecommons.org/licenses/by-nd/3.0/
This presentation was inspired by the works of many people, and
I cannot possibly list them all. Though I did my very best to attribute
all authors of texts and images, and to recognize any copyrights, if
you think that anything in this presentation should be changed,
added or removed, please contact me at jurgen@noop.nl.