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Industrial Strength Reputation Monitoring and Management,[object Object],By Brian Chappell,[object Object]
Two businesses:,[object Object],La Farm Bakery,[object Object],Walmart,[object Object],Any city, USA,[object Object],Cary, NC,[object Object]
Everybody is talking about Walmart,[object Object]
No one is talking about La Farm,[object Object]
La Farm Bakery,[object Object],1 mention in the last 3 months,[object Object]
Walmart,[object Object],10,000 mentions ,[object Object],                   just last night,[object Object]
10,000!,[object Object],         How do you ,[object Object],keep track of all that?,[object Object]
Reputation ,[object Object],Monitoring,[object Object],Plan,[object Object]
1.,[object Object],Make sure that you get ,[object Object],the most important data ,[object Object]
and...,[object Object]
2.,[object Object],Make sure the right people,[object Object],          see the right data,[object Object]
How do you get the right data to the right people in the most efficient way?,[object Object]
[object Object],[object Object]
 Talk to top people,[object Object]
 Talk to top people
 Identify keywords,[object Object]
 Talk to top people
 Identify keywords
 Eliminate noise,[object Object]
 Talk to top people
 Identify keywords
 Eliminate noise
 Analyze data,[object Object]
 Talk to top people
 Identify keywords
 Eliminate noise
 Analyze data
 Act on the data,[object Object]
 Talk to top people
 Identify keywords
 Eliminate noise
 Analyze data
 Act on the data
 Optimize as needed,[object Object]
 Do you try to build your own solution or go with a vendor?
 Self-made in-house tool - custom dashboard and monitoring solution
 Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few
 Does the service have an API?
 How far back does the vendor have data for - Look for solutions that give you at least 6+ months
 Does the tool have CRM integration? ie. Salesforce
 Sentiment Analysis - how is it handled? Manual or Automatic - If its automatic what level of accuracy is it? Take Automated sentiment analysis with a grain of salt

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Reputation Monitoring - Industrial Strength

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  • 15. Talk to top people
  • 16.
  • 17. Talk to top people
  • 19.
  • 20. Talk to top people
  • 23.
  • 24. Talk to top people
  • 28.
  • 29. Talk to top people
  • 33. Act on the data
  • 34.
  • 35. Do you try to build your own solution or go with a vendor?
  • 36. Self-made in-house tool - custom dashboard and monitoring solution
  • 37. Industrial strength monitoring tools include Radian6, TruCast by Visible Technologies, Sysomos, Techrigy SM2, Cymfony to name a few
  • 38. Does the service have an API?
  • 39. How far back does the vendor have data for - Look for solutions that give you at least 6+ months
  • 40. Does the tool have CRM integration? ie. Salesforce
  • 41. Sentiment Analysis - how is it handled? Manual or Automatic - If its automatic what level of accuracy is it? Take Automated sentiment analysis with a grain of salt
  • 42. Are there automatic SMS alerts built into the tool that facilitate notices when escalated issues arise
  • 43.
  • 44. Utilize complex Boolean variables vs. a catch-all for your one word branded term - get specific
  • 45. Break out keyword buckets that clarify distinct campaigns being run:
  • 47. important people within the organization
  • 49. If you are trying to compare brand health with competitors then make sure you are using an equivalent number of positive and negative keyword modifiers: i.e. brand name + good, brand name + sucks
  • 50.
  • 51. Understand how your vendor or solution eliminates noise behind the scenes
  • 52. Sometimes there are lots of innocent sites that get axed: ie. Blogspot, Wordpress and other free solutions
  • 53. White list and blacklist sites
  • 54. Use specific keyword variations to filter excess noise
  • 55. Try not to modify keywords too often otherwise trends and analysis from monitoring metrics will become inconsistent and less useful
  • 56. If you really need to, outsource this process – find a cost effective way to get the noise removed
  • 57.
  • 58. Utilize an easy to read, flexible interface to handle the thousands of mentions - Steer away from clunky interfaces
  • 59.
  • 60. Define what you can do to better serve your customers
  • 61. Identify key global/regional trends
  • 62. Supplement your marketing department with information on bloggers/website owners that are worth reaching out to
  • 63.
  • 64. Altering the brand health is not an easy task.
  • 65. Make sure you have streamlined the process for key individuals inside of the co. to get updates and notices about relevant mentions / competitor analysis
  • 66.
  • 67. Crosscheck with RSS feeds, and Yahoo Pipes to make sure you are finding all the data that is pertinent. Blogspot is heavily spammed and used by many for legit purposes
  • 68. Remember do not alter your keyphrases too much or will skew trending of results
  • 69.
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