Every Marketer Needs a Tool…
By admin | April 23, 2010
Marketers need tools of the trade and platforms that enable the critical mandates from marketing: Growth, Measurement, Return. The tool we will be leveraging in this exercise is the Social Media Metrics tool.
Here is what PR Newswire has to say about what this tool does:
“With PR Newswire’s Social Media Metrics, public relations professionals can monitor, analyze and measure the impact of what is being said about an organization, brand, spokesperson or competitor across the Web 2.0 world. Social Media Metrics tracks comments on more than 20 million blogs, 5 million forum posts per day, and 30,000 news sources, social networks and microblogs, including Facebook, MySpace and Twitter.”
Among the key brand benefits are the ability to listen to online and social media-based buzz, and take immediate action and make instant connections with influencers should a situation start to turn negative. This is, absolutely a big deal for brand owners. Online buzz can make instant villains and instant heros…it just depends who gets to the key influencer first!!
Thanks to a tweet from a CMO Council member who I follow, I read that a major non-profit organization was seeking help. Apparently, due to traffic complications, a keynote speaker was trapped in Zimbabwe, and the airline informed him that because he missed his flight, he would need to pay $6,000 to change his flight.
The call for help hit Twitter…and it spread like wild fire. But, what actually spread was growing anger and disappointment with the AIRLINE! One enterprising airline with an alert social media listening team saw what was happening and quickly got in touch…arranged for a flight…and within minutes became instant online saviors with kudos, raves and promises of future bookings coming in from the Twitter-sphere.
One alert to shut down the issue is all it took.
The software as a service PR Newswire tool provides reports on everything from volume, influencers, channels and different media, compiling everything across news, blog and social media networks. All of this information is compiled into easy to read and easy to view reports, charts and graphs. See negative comments flying across Twitter…you can set up an alert, respond and engage in the conversation and then track the results.
Special thanks to the PR Newswire team for getting us up and running too! We had a 1-hour tutorial and online training, and we were up and running.
Here were the steps to get us started:
1) Identify the search and search terms to benchmark
2) Enter those into the PR Newswire Social Media Metrics tool
3) Wait until the web 2.0 universe had been scanned
4) Start listening!
OK, I am simplifying a bit, but in listening to the demo and the training, that is about how easy it sounds.
Topics: Tools & Technology | No Comments »
Benchmarking the Brand South Africa: Welcome!
By admin | April 15, 2010
Welcome to the program center for the CMO Council’s latest program for the GeoBranding Center. To kick off our investigation of what is shaping, challenging and defining the brand of South Africa, we are launching a web 2.0 experiment of sorts. The reality is that no matter what investments in travel and tourism campaigns, no matter the intentions to spread the good word (and works) of South Africa, there are certain conversations that continue to shape the public perception of this growing nation.
This page, this Benchmark journey, will be an ongoing conversation as we measure, track and reveal the online conversations that are driving the perceptions of South Africa, the brand.
So you know what you are getting yourself into here, I am going to be ranting a lot…and sharing everything about the process, the insights, and event the challenges in measuring a GeoBrand. From setting up the social media monitoring to listening to the conversations, I am going to share it all. Good. Bad. Frustrating. Hopefully insightful!
So, the adventure begins. And please, this is a conversation…so comment, share, challenge. Get involved!
Here we go…
Topics: Community | No Comments »