How the conversation advantage program builds conversation intelligence
eCairn Conversation(tm) training
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Transcript of eCairn Conversation(tm) training
05/06/09 1
Training
eCairn
Laurent.pfertzel(at)ecairn.com
May 1st 2009
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AGENDA
1. Overview & Initialization
2. Ranking and Profiling
3. Workgroup Collaboration
• listen
• Search and filter
• Annotate
4. Dashboard and Reporting
• Community
• Monitor
• Influence
• Learn
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eCairn Conversation (tm) Training
Part 1: Overview & Initialization
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Training - Overview
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Select relevant people, places & conversations
for integrated Buzz, Outreach, Advertising
using existing infrastructures
sharing the workload, building knowledge
Measure activity, influence & lead generation
Marketing & Agency Team
Training - Overview
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Training - Overview
Technology is just one piece of the puzzle:
Have a strategy (where you're going and what you want to do)and a clear purpose.
Have goals and metrics (to determine if you're doing what you want)
Have the right level of resource and time to participate. Be patient.nn
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WorkgroupWorkgroup
Project 1 Project 2 Project N
RelevantSocialMediaSources
JoeJohn Geoff
JoeMary Mike
MikeJohnMaryGeoff
Users
Projects
Joe (project admin)Mary..JohnMike (project admin)Geoff
Conversations from Blogs or
specific searches on social media sites such as
Training - Overview
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Training - OverviewA few words about navigation within a project
Top-Left
Dashboard TabData and Graphs to assessproject's status at a glance.
Blogs TabList to manage referencesources of conversations.
Posts TabDynamic list of conversationscoming from reference sourcespresent in the Blogs tab.
Network TabAdvertising and SocialNetwork information.
Top-Right
Label Tab (project admin only)Configure label/values to create categories
Project Tab (project admin only)Create and edit project settings.
Right Sidebar
Change your username, email
address, pwd..here
Filter FunctionNarrow what's displayed inthe main pane based oncontext sentitive criteria.
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• Users• Workgroup – No limit to # of users.
• Role: Admin vs User.
• Can have more than 1 admin in a workgroup.
• Admin creates users.
• Create user• Login -> Users tab (top/right) -> New user (right bar) -> Enter user name/email/temp password -> welcome
email sent to new user
• User can edit their profile by clicking on their name (top/right)
• Projects• Container for relevant social media sources
• Blogs• Specific Searches on social media sites (Youtube, Twitter, Forums...)
• No limit to # of projects.
• Admin creates & manages projects.
• Create project• Login -> Projects tab (top/right) -> New project (right bar) -> Enter name/description -> Assign users to
new project -> Add blogs and searches on social media sites.
Training – Initializing Workgroups
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eCairn Conversation (tm) Training
Part 2: Ranking and Profiling
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Training – Ranking and Profiling
Can you find an answer to the following question?
– What should we monitor and where should we engage?– Who are the key voices, the passionates and more?– How do I understand more about them?
With eCairn Conversation(tm), you can:
– Map one of more of your target community.– Identify who are the influencers and learn more about them.– Understand who is influenced by them.
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Training – Conversation Collection
1. Your Team Identifies Relevant Online Sources (to add to your project ):
Social Media Searches on
2. eCairn Conversation(tm) automatically subscribes and aggregateall conversations published by them:
Blogs &
Identify the influencers
Search & Filter
Annotate & Share
Analyse and View Trends
So that you can
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Training - Conversation Collection
Conversations from blogs
• Find blogs: Blog list tab -> Action Button & Select Add Blog (top/right)
• 5 ways to add blogs: Seach, eCairn Conversation(tm) Suggestions, Import, Manuelentry, Bookmark.
• Search:
• Same search syntax as google (“expression”, &, OR…)
• Search results aren’t added into your project automatically.• Click on the (Link) link to open the blog into a new window and evaluate it.
• Click on the ADD button to add a result to your project.
• Search can be saved into Saved Search (Tip: recommend to save 5 searches for best results) .
• Find keywords representative of your target community (Tip: Public figures, events, industry specific terms, concept and trends specific to the community; Try and retry)
• eCairn Conversation(tm) suggestions (a.k.a candidate blogs)
• eCairn Conversation ™ replays your saved searches in the background
• Compiles a list of ranked candidate blogs for you to analyzeblog tab -> Actions button & select review blog candidates (top/right) -> analyze results and add relevant ones by clicking on the add button.
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Training - Conversation Collection
Conversations from blogs
• Find blogs: Blog list tab -> Action Button & Select Add Blog (top/right)
• Extract/Load from RSS readers.If you're already following relevant blogs in Yahoo360, Bloglines or GoogleReader, export those as opml and import them in one click in eCairn Conversation(tm)
• Type URLs.
• Bookmarklet • Button to add to your browser bookmark or favorite (IE)
• 1 click to add a blog as you surf and stumble on a relevant blog for one of your project.
• Allocate some time every week to maintain the list of blogs in your project
-> With 1hr per week, you can grow your list to several hundreds in a fewweeks!
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Overlay over Google
Enter URLs (one per line)
Import from your RSS reader
http://blog.com
Allows you to add blogs as you surf
Conversation™ runs your saved
search in the background
Training - Conversation Collection
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Save between 5-10 relevant searchs
Training - Conversation Collection
Find blogs: eCairn Conversation(tm) suggestions (a.k.a candidate blogs)
Blogs having published within the last 12 hrs a matching post
are added to the result list
Every search is replayed every 12 hrs
Order in the list is a function of:- relevance to saved keywords
- outbound links to existing blogs in your project
Periodically reviewresult list
(2x/week- first 5-10 pages
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Conversations from Social media sites
• Add Social Media Searches: Blog list tab -> Action Button & Select Add Other Media (top/right)
• Search as if you were searching on those social media sites:
• Support for Youtube, Yahoo Q&As, Digg, Twitter, Comments, Forums.
• Multi-lingual
• Add Search to your project by clicking on the 'add to project' button(eCairn Conversation(tm) will automatically subscribe to them for you)
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Training - Conversation Collection
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Training - Ranking and Profiling
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• Blogs in your project are ranked by influence
• Discover the influence profile within your community– Works with a minimum of roughly 100 blogs (the more, the merrier)– H/M/L level of influence can be approximated to the
head/magic-middle/long tail – Reference: The Long Tail by Chris Anderson)
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• Create a taxonomy with labels and values– To group blogs of the same kind– Labeling is done manually or in bulk
i.e: You found 1500 personal finance blogs and group them in categories such as debt, frugal living or investing according to their focus.
• Filter the list– Find out how many social media searches are in your list– Find out how many High, Medium and Low influence blogs are
in your list– Search for a specific entry by entering its title (partial entry ok)– Filter with label and values
• Export– Export will create a .csv file with the selected blog urls.
• To export, select one or more blogs with the checkbox (or select all blogs) -> click on export
•
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• BlogCard– Provides detailed information on traffic, social network (if any) and posting
frequency/recency.
Mouse over to display the blog card
Training - Ranking and Profiling
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• Influencer Ranking and Profiling: Enables you to segment and target
• Understand who makes the head/magic middle/long tail in your target community(s)
• Pin point who:
• Talks the most about you (or your competitors or your topic of choice)
• Are your detractors and promoters
• You engaged the most with overtime
• Understand individual influencer's own network in the community
• Focus on those individuals who can help you achieve your goals
• Personalize your engagement (i.e: outreach with a story linked to relevant conversations from your target.)
• Track and measure how you grow relationships
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Training – Collaborative Workflow
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• Example– Profiling a blogger with various data from eCairn Conversation (Charlene Li)
• Rank #114 in a community of 1000 social media marketing blogger• Share of voice is 0.4% (% of the total conversation that mention Charlene)• Trends for her personal brand:
• The best day in this period cam from “2009 Social Media Predictions (Dec 19% - 3%), followed by “Future of Social Networks” (March 20th 1.36%)
• The reach of her blog is 7k and her page rank is 5• The frequency of positing is variable• The people that refer the most to Charlene's name and brand are:
– J Owyang (Forrester)– B Kanter– K Hawe– G Livingstone
Training - Ranking and Profiling
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Training – Ranking and Profiling• Here's how you can do it:
– Measure the share of voice in the community. Find out what makes him/her popular.
go to post tab -> click on new filter -> enter the name of the blogger you're interested in and save the filter -> click on the chart icon.
From there, find out how many times the blogger name appeared in conversations, the % of appearance, find out any spike in the chart and drill down to understand the circumstances of this spike.
– Identify this blogger neighborhood.
In the filter you created -> click on the 'view by blog' -> now the list is organized by blogs with the number of times they mention this particular blogger.
– See if your team has already commented on his/her blog
go to post tab -> click on activity per user and select 'team' or a particular user -> in the search window enter the url of the blogs -> narrows the list to the post where a comment was left
• How to use this information?– For targeting
• i.e: Focus on the Magic-middle (Medium influence)• Or on a certain category of blogger (debt blogger in personal finance)• Or on a combo of a category and a particular level of influence
– For Outreach• Learn about how the community values the blogger, the level of interaction you've had with
him/her in the past.
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eCairn Conversation (tm) Training
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Part 3: Collaborative Worflow
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Training – Collaborative Workflow
Can you find an answer the following question?
– Can I listen to several hundred bloggers?– How do I track the share of conversation of my brand/product/topic
in the community?– How do I capitalize on every team member's participation? Enforce
consistency and governance?– Can I create an activity report?
With eCairn Conversation(tm), you can:
– Scan and read 100s of conversation per day collaboratively.– View trends to help with understanding, diagnostics and decision
making.– Track how you and your team interact with the community over
time.
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• Conversation™ builds for you a composite list of every posts published by every source in your project (feed has to be present) -
• Listen:• Scan/Click/Read.
• Click on any post title -> RSS feed window opens -> Use N(Next) and P(Previous) keyboard keys to navigate
the list quickly -> if relevant, click on tile -> Full post opens in a separate window.
RSS Feedwindow
Training – Collaborative Workflow
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• Listen (Continue):• Quick filter based on time (last login, day, week, all time options),
source, influence, starred entries and annotations.
• Once read, a post title’s format will change from bold to normal.
• Search: Supports advanced search syntax.
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Keyword match highlighted in yellow
Double-click on an icon to filter on the source type
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Built in state of the art search engine allows some sophisticated search:
Syntax
& (AND) by defaut, I (OR) , - (NOT)i.e: apple | iphone -3g has the same meaning than apple OR iphone NOT 3g
Query possible on one line (default), extended query (click on advanced options)has multiple ORand one NOT, for complexe queries it's easier to usethe extended query mode.
Proximity
"apple iphone 3g"~4 query means that there must be less than 7 (3+4) word span which contains all 3 wordsi.e: "I bought an iphone in the apple store , it's the new 3g one" won't be matched"I bought an iphone 3g in the apple store is matched
Quorum
"apple iphone 3g"/2 query means 2 out of 3 words matchingi.e: "I bought an iphone 3g" is matched
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Built in state of the art search engine allows some sophisticated search (Next):
Symbol
Search on $ (and other currency), % (and other symbol).i.e: “iphone $” will match posts where iphone and the symbol $ is present.
More Options
Search on URLs. i.e: http://myblog.com or http://youtube.com/abcdFor youtube videos the query http://youtube.com or youtube.com will match all youtube videos links
Search on title only or content onlytitle: iphonecontent: iphone
Training – Collaborative Workflow
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• Filters: Where most of the action takes place• Real time Listening to specific brand/product/topic
• Research on specific brand/product/topic + competitive analysis
• Understand a brand/product/topic share of voice:
• Share of Conversation
• Key influencers
• Understand the tone of conversations on a brand/topic(a.k.a sentiment analysis)
• Evaluate and measure team participation
• SEO (post where commenting helps SEO and that are worthsending links to)
• Identification of influencers for a specific topic
• Understand influencers by tracking 'best posts' and who refers to them the most.
• Track and Measure outreach
• Track and Measure inbound link on SM content (blog posts..)
• Publishing hyper relevant feeds
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Training – Collaborative Workflow
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• Filters: Set-up• To track specific topics automatically (product/service names,
concepts/trends, person name, competitors…)
• Create or Edit filter:• Post list -> Click New or Edit on the right side bar -> Enter keywords and/or select labels -> Click on
‘create filter’ -> Enter name and description -> Click ‘Save’ -> Filter name is added to the list in the right side bar.
Or
• Click on ‘advanced options on the right of the search box
• You can search within a filter by entering keywords in the search box.
• RSS feed – Convenient to share valuable social media info within your portal, on your blog/website (widget)i.e: http://bizcoach.blogspot.com/ (look for Marc’s conversation at eCairn.com)
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Training – Collaborative Workflow
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• Filters (Continued): Trends• Visualize Trends on filters by clicking on the Trend Icon at the top of the
filter bar:- 6 months history of volume and % of conversation- zoom on any particular week (to perform diagnostics and post-mortem).
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Training – Collaborative Workflow
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• Filters (Continued): Sentiment Analysis• Visualize sentiment on specific topics corresponding to filters you created.
- 6 months history of tone of conversation- zoom on any particular week (to perform diagnostics and post-mortem).
• Manual rating (using annotations)
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Training – Collaborative Workflow
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• Filters (Continued): Export• Export graphs and data to build custom reports
- Export graphs as jpg, png or the raw data as csv.- Export posts as rtf (compatible with any word processor), xls or csv.
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Training – Collaborative Workflow
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• Annotation• Six different action types (Recommend, Rate, Track comment, Forward, Action plan, Add
Note)
• Add your own knowledge
• Traceability (every annotation is stored in your project forever)Annotated conversation have a different look n feel in the post list from others.
• Shared across project team
• Follow up using ‘filter on annotations’
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Training – Collaborative Workflow
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• Annotation are at the heart of eCairn Conversation(tm) workflow.
– Use them to:
• Bookmark recommended conversations (Insights)• Rate individual conversation as part of a sentiment analysis project.
Note: we don't have automated sentiment analysis but you can combine statistics (i.e find 150 good posts talking about your brand) and manual ratings to get the result you will trust.
• Comment tracability and follow upNote: Prevents to users to comment on the same conversation.
• Share the best conversation with your network/management outside of eCairn Conversation(tm)
• Flag a conversations and log the action to be performed by one member of the team who is better suited at it
• Record a note for your own sake (i.e: you want to blog about the same topic later on)
Training – Collaborative Workflow
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• Annotation are at the heart of eCairn Conversation(tm) workflow.
– They power the following modules:
• Dashboard:– 'What's new' is built from the most recent annotations– Sentiment graph in 'What's your Presence' module is built from ratings– Comments graph in 'What's your Influence' module is built with
comments tracking– Graphs in 'What's Interesting' module are built with recommendations
• Trends on filters in post list:– View by Sentiment– View by Insights– View by Comments
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Training – Collaborative Workflow
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• Filters + Annotations:
• Inform real time client/execs when they're cited (brand/product/people)
• Ensure and track compliance to corporate policy (compliance and so on..)
• Distribute participation where expertise exists
• Target precise conversations for engagement and measure success
• Bookmark relevant conversation for blog post
• Track insights
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Training – Collaborative Workflow
+
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Network tab
• Used for planning. • Provides aggregated data on:
• The presence of advertising on the project blogs.
• The presence of social network.
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eCairn Conversation (tm) Training
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Part 4: Dashboard and Reporting
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Creating Report
Prerequisites1. Project list populated (Chapter II – slide 13-16)2. Filters configured (Chapter III – slide 30-34)
Components:1. Metrics:
1. Share of Mind2. Share of Voice3. Share of Conversation
2. Influencer list3. Influencer Map4. Expression Map5. Conversation Sample
Export1.Graph2.Conversation
See sample reports for:• Amazon in Cloud Computing• Lancome in Beauty/Cosmetics• LendingClub in Personal Finance
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Creating Report - Prerequisites
Example:Community = Beauty BloggerBrand = Lancome, Competitor = Clinique, Topic = Aging
Project with 367 beauty bloggersFilters on Lancome, Clinique and Aging
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Creating Report - Components
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Definition:All metrics' definitions below apply to a brand's target community.
1. Metrics:1. Share of Mind
Share of mind is defined by the percentage of people that have talked about Brand A in the last 6 Months. Includes competitor(s) comparison
2. Share of VoiceShare of voice is defined by the number of mentions of Brand A within the last 6 months. Includes competitor(s) comparison
3. Share of ConversationShare of conversation (for a target topic)the outcome of positioning) is defined byhow many time your brand is mentioned along with the target topic
2. Influencer Map and list List and Network view of the top influencers in the brand's target community as ranked by eCairn.
3. Expression Map and list List and Cloud View of the expression (1 or more keywords) found more frequently within conversations on a specific topic
4. Conversation Sample Individual conversations can be included in reports to give specific examples supporting
report's data and metrics
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Creating Report – Share of Mind
For each brand and competitors in the report, do:1) Extract blogs that mentioned it (Blogs tab)
1- select the brand name in Filter-by Topic (right bar)
2- select the level of influence, High, Medium or Low(to select high only, unselect medium or low)3- write down the number of entries at the top left above the list4- repeat for each level of influence
Go to your spreadsheet software1) create a table and enter the number found for each level of influence for all brands2) create a bar chart
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Creating Report – Share of Mind
Example:
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Creating Report – Share of Mind
To report on people having mentioned a brand the most, do:
1) Extract blogs that mentioned it (Blogs tab)
1- select the brand name in Filter-by Topic (right bar)
2- select the level of influence, High, Medium or Low(to report on high, medium or low separately)3- Take a snapshot of the list and add to your report.4- Repeat for different level of influence and competitors
High Influencer bloggers ordered by the number of time they mentioned the brand Lancome
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Creating Report – Share of Mind
To report on a brand's blog influence ranking:Prerequisite: The brand has a blog and it was added to the project
Go to the dashboard tabGo the the “what's your influence?” module (middle right)
In Sites, right click on the chart to export(You need to configure this module (click on the tool icon at the top right) so thatthe brand's blog is in the list of favorite blogs)
Example:
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Creating Report – Share of Voice
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For each filter corresponding to the brand and its competitors,do:
1) select filter (Posts tab – right bar)2) click on the trend button (above the filters list)
3) export chart as CSV4) save your file on your computer
Go to your spreadsheet software1) import all CSV files saved as instructured above2) create: - An overall conversation share graph (pie chart) - A time based conversation share graph (line graph) - A share of voice metric which is the fraction between the brand's mention and the overall volume of conversation from the target community.
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Creating Report – Share of Voice
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Example:
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Creating Report – Share of Conversation
For the target topic, create filters for topic&brand (if you wantto report on 1 brand and 1 competitors, create 2 filters)
1) select topic&brand filter 2) click on the trend button (above the filters list)
3) export chart as CSV4) save your file on your computer
Go to your spreadsheet software1) import all CSV files saved as instructured above2) create: - An overall conversation share graph (pie chart)
→ to get the overall # of conversation in the target topic, select the topic filterand write down the # of conversations as found on the top right of the list.
- A time based conversation share graph (line graph)
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Creating Report – Share of Conversation
Example:
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Creating Report – Influencer List and Map
List (report the top 20-30 influencers) :1) select the high influencers (blogs tab, filter in the right bar)2) select “all xyz entries” at the top of the list3) in the “do” pull down menu, click on export XLS or CSV and save the file
Map (report a complete or partial map) :1) Select Scope:
- By influencer type (High, Medium, Low)- By ranking (i.e: the top 100, 200, 300...) → i.e: to select the top 100, select “all” on first page, then go to page 2and select all again..until page 5.
- By topic (people who've talked about Lancome or the Aging topic)2) in the “do” pull down menu, click on export Touchgraph or View GraphNote: this is a premium option not available in the basic package.
3) Once the map is displayed, save it by clicking on file/save image in Touchgraph.
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Creating Report – Influencer List and Map
Example:
List Map
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Creating Report – Expression Map
Expression Map (available as a service only) :1) Select the filter(s) in your list2) Click on the trends button and export posts as CSV.
3) Send those files to [email protected]) eCairn sends back a CSV file ofthe ranked expressions.
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Creating Report – Expression Map
Example:(expressions are displayed as a
cloud)
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Creating Report – Export
Export Conversations
1) Graph 1) as picture 2) as “raw data” for additional processing
2) Conversation 1) as RTF (Easy to import into any
wordprocessor) → Annotations are exported with the annotated conversations.
(see slide 35-38 for more details on annotations). 2) as XLS or CSV for additional processing.
BlogsUse the various export options in the “do”
pull down menu in the blogs tab
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Dashboard and Reporting
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Create Reports to Share your Progresspost tab -> select a filter (right) -> click on the trends icon (top/right)post tab -> select a filter (right) -> click on the trends icon (top/right)
Export Graphs
Export Posts
Double click on a specific week to
narrow the list
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Dashboard and Reporting
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Determine what action you should take Undertand if you're on target Visualize in one place your most critical data
Dashboard
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Dashboard and Reporting
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Understand whether you have identified a relevantcommunity and learn about its charateristics
1.The number of blog(s) 2.The density of networking•The distribution of blogs accross your own characteristics and more.
By tracking overtime in your community:
Using the « What's your Community ? » module
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Dashboard and Reporting
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Tutorial for eCairn Conversation(tm) DashboardModule: « Your Influence » Empty community
Community is strongly networked
-> Focus on finding relevant blogs based on what audience you want to reach.
Try to find >100 blogs to get a good volume of conversations
-> Communities are dynamic,allocate some time overtimeto identify new relevant blogs.
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Dashboard and Reporting
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Quick Configuration Tool
Use label&value to configure those parameters.
In this example, 2 labels with 3 values each:1) Subject = PR, SEM, Marketing2) Source = Agency, Indendent, Solution provider
At a glance, track the distribution across parameters that suit your business need.
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Dashboard and Reporting
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<- Find out if your community is advertising friendly.
Find out if your community is -> social network friendly.
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Dashboard and Reporting
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Understand the degree to which your community is talking about your brand(s) or product(s)
1.The volume of conversations mentioning your brands2.The volume of conversations mentioning your products•The opinion of your community related to what's important to your business
By measuring overtime:
Using the « What's your Presence ? » module
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Dashboard and Reporting
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Widget Brand
Find out how often your brand is mentioned in your community
Tip: Right-click on the mouse to export a graph
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Dashboard and Reporting
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Quick Configuration Tool
Widget Brand1Widget Brand2Widget Brand3Competitor
.....
Select the filter you want for Brand, Product and Sentiment.
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Dashboard and Reporting
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Find out how often your product is mentioned in your community
Widget Product
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Dashboard and Reporting
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Widget Product
Find out what your community thinks about your product
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Dashboard and Reporting
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Understand the degree to which you influence perceptions and attitudes in your community
1.Your company blog(s) influence2.Your team's influence with the community actors3.Your ongoing participation in the community conversations
By measuring overtime:
Using the « What's your Influence ? » module
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Dashboard and Reporting
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Company blog 1
Company blog 2
Competitor's blog
Find out how influential your blog(s) is in your communityCompare with your competitor's blog
Tip: Right-click on the mouse to export a graph
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Dashboard and Reporting
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Quick Configuration Tool
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Dashboard and Reporting
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Find out how connected your team is with your community
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Dashboard and Reporting
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• Trackable using configurable label and values In the example above, label = workgroup.net and values=John,Laura, Joe, Mary • Configure label & values depending on how you want to track connections: By people (like in the above example) By social network: i.e: LinkedIn, Facebook, Twitter... By level of connection: Strong, Medium, Weak Choose your own criteria
Users responsible to maintain data By applying the right value to the blogger's blog entry in the blog list each time a connection is made with a new blogger..
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Find out the level of engagement of your teamin your community overtime
(configurable by clicking on the quick configuration tool)
Dashboard and Reporting
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Track the level of conversation of your favorite topic in your community overtime
(configurable by clicking on the quick configuration tool)
Widget Brand
Dashboard and Reporting
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Social media is a 2-way street. Track how much learning you getby listening to your community.
Tip: Right-click on the mouse to exportthis graph
Dashboard and Reporting
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Dashboard and Reporting
Understand the degree to which you find insights in your community for your business, brands or
products.
The volume of conversations you found interesting andshared with others.
By measuring overtime:
Using the « What's interesting » module
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Quick Configuration Tool
Select the filter corresponding to the topic you want to focus onor leave it as « All ».
AllAndroidiPhoneBlackBerrySymbian.....
Android
Dashboard and Reporting
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Scenarios
• Buzz• Find a few hundred relevant blogs.
• Every day, scan/click/read the post list.
• Set a goal of a few comments per day.
• Outreach:• Flag bloggers you want to outreach as you work in the application.
• Qualify them using blog card, social network profile, post content.
• Choose contact mechanism.
• Use blog level annotations to track status.
• Advertising:• Export list of blogs into Google Adwords site targeting.
• Knowledge Sharing
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