Archive for ‘General Marketing’

March 10th, 2014

5 Top Brand Monitoring Tools for Marketers

In our last post we discussed the best social media management tools available to marketers. Today’s post will cover the 5 best brand monitoring tools that you can use to keep up with conversations about your company, brand, and even competitors.

Brand monitoring, often referred to as social media listening, is essential to building relationships with consumers and protecting your brand’s reputation.

These tools will help you collect and monitor conversations about business from across the internet, which gives you an idea of any threats to your business, as well as any opportunities.  In the list below, you’ll find 5 social media listening tools suited for companies of any size. You can choose which one is best suited to your needs according to your budget and the differentiating features of each of the tools.

Social Mention

This free web-based application  lets you search popular channels such as blogs and microblogs to find brand mentions and analyzes the sentiment towards your brand. You can also set up alerts so that you will be told any time someone mentions your brand. The tool monitors over a hundred social media platforms.

Social Mention is currently one of the most popular free social media monitoring tools. One look at the interface and it’s easy to see why marketers and social media enthusiasts love it. It’s simple, yet powerful.

social mention

By entering your brand’s name into the search bar,  you get a list of results that are linked to mentions about it. In addition to listing to the top users and hashtags associated with your brand, the results also provide scores for: strength, which is the likelihood that your brand or company is being discussed on social media; sentiment, which is the ratio of mentions that are positive to those that are negative; passion, the likelihood that the people who talk about you will do so repeatedly; and reach, which is your influence.

You can also filter results by types of social media type, say, if you  want to only look at brand conversations on microblogs or comments.

If you’re new to the world of social media monitoring, Social Mention is the best tool for you because of it’s cost (or lack thereof) and ease of use.

BrandsEye

A slightly different type of social media listening tool, BrandsEye helps you manage your online reputation by finding all of your brand mentions, the reputation of their source, the sentiment and even flags mentions that you may require immediate attention.

Additionally, the tool also reports on your social media campaign performance and ROI. BrandsEye is a lot cheaper than other paid monitoring tools, and a great choice for those who want an effective tool without paying too much money.  BrandsEye also uses Crowd, a crowdsourcing platform made up of real people who evaluate and contextualize online mentions, making it the first crowd-sourced social media insights provider.

Brandseye

Sysomos Heartbeat

Heartbeat is geared more towards brands interested in the day-to-day monitoring of buzz, as opposed to in-depth market research. Though the amount of information is more limited with this tool, the user-defined dashboard makes it easier for marketers to quickly find the information relevant to them.

In addition to providing day-to-day, real time social media monitoring, the tool also allows users to gain insight into the level of activity surrounding your brand or company, and the sentiment of these conversations. You can also easily compare your company or brands activity with competitors. It identifies key influencers, or people who actively talk about your brand and, also, the geographic location and demographics of users who talk about your brand or company.

Sysmos

Social Radar

Created by Infegy, Social Radar is a listening tool that allows you to visually see information flow between influencers, identify key conversations and determine tone. Additionally, Social Radar’s historical data about your brand goes back to 2006, so you can see how your influence has changed over time.

The tool’s crawlers search the web for conversations about your brand from major social networking websites, such as Facebook and Twitter, as well as news sites, blogs, and forums. A highlight of the tool is its four-stage filtering process. Once the the information is gathered, its powerful filtering process ensures that  any irrelevant information, such as spam and sales material, isn’t included in the data.

The tool even provides users access to a 7+ year old archive for any subject, at no additional cost. It’s dynamic comparisons feature enables you to compare different subjects, which could be different products or competitors.

This is a great tool you’re interested in how your brand or your competitor’s influence and perception has evolved over time.

Screen Shot 2014-03-10 at 6.32.10 PM

Brandwatch

Brandwatch enables you to check out how many mentions your brand has across the internet, where they are coming from, and how far the comments have reached. The tool gathers data from a staggering 70+ million sources that include social networking platforms, forums, blogs and news sites.

The tool is also a Twitter Certified Product and provides real time Twitter coverage. It’s a great tool for those of you who want to monitor your brand internationally, as it identifies and delivers conversations in over 27 languages. The product gives you comprehensive results, but also cleans out data for any spam, duplication of information, and sales materials. It also analyzes each result for the date and time the information was uploaded, the exact location, sentiment analysis, and analyzes it by topic.

With it’s wide reach, Brandwatch is inarguably one of the most comprehensive tools for brand monitoring available today.

Brandwatch

The Bottom Line
In the end, a social media tool is only as good as the person using it, so be sure to use your tool consistently and be sure to track your progress. By taking those important steps, you’ll be well on your way to a successful experience with your social media brand monitoring tool.

Click here

Print Friendly

Archive for ‘General Marketing’

March 6th, 2014

Be a Part of Marketing History by Participating in Tonight’s Show

Screen Shot 2014-03-06 at 1.04.50 PM

Have you ever wondered which is more effective for generating support: TV or social media? Well, we have, too. And so has Lon Safko, speaker and author of The Social Media Bible. So, to see which is more effective, Lon will be broadcasting on KAET AZPBS (that’s PBS in Arizona) tonight to put it to the test.

So how will this test work? Well, Lon will be presenting his PBS special “Social Media and You: Communicating in a Digital World” on KAET AZPBS tonight at 8PM Mountain Time, 10PM Eastern Time. And at the same time, it will be simulcast onto Facebook. That’s right, you can watch the special directly from the Facebook page! The donations generated during each broadcast will help us determine which media outlet is more effective for generating support.

So, What’s the Goal of This Special?

I’m so glad you asked. The goal of this special is 4-fold. First, we want to simply put on a good show. The special is valuable enough without the study that’s accompanying it, and we’d like as many people as possible to benefit from Lon’s expertise. Second, because of how awesome we think it is, we would like the program to go national. In order to do that though, we have to hit a certain fundraising goal for KAET AZPBS.

Our third goal is more revolutionary: we’d like to see which approach generates more donations: TV or social media. So if you’re watching on TV and want to donate, you should do what they tell you during the special. But if you’re watching on social media, there will be separate donation instructions so that we can tell which effort raised the most. And after all is said and done, we hope to create a report of the findings and provide it to those who helped us with the campaign.

The last goal of this special is to possibly create DVDs of both the special and a follow-up that details the study that accompanies tonight’s program. We think it’s a topic of interest to all kinds of people and would like to see how it does in another format.

How Can I Participate?

Hooray! You’re on board! There are several Facebook Pages participating in the simulcast, but the best place to watch is probably from Lon’s Page. Here’s the link.

Even if you’re not usually a supporter of public television, we think that this special is worth tuning into and supporting. No study has ever been conducted this in-depth that explores and compares the support-generating powers of the world’s two biggest media outlets: TV and social networks. It’s a chance not only to become more educated, but also to help make marketing history.

So, who will win? Will it be heavyweight champion TV? Or will it be rookie of the decade SOCIAL MEDIA? Tune in tonight to find out.

About the Author: Samantha Gale is a social media and content marketing specialist working for 60 Second Communications, a full-service marketing agency working with brands around the globe.

Print Friendly

Archive for ‘General Marketing’

February 26th, 2014

Getting Women to Buy: Better Insights to Transform Your Marketing to Women

Image of marketing to women

Women wield considerable buying power across all categories of goods, and analysts predict they could collectively spend $7 trillion annually by 2020. What does this mean for businesses and their marketing departments? For those who are not effectively marketing to women, it means they will lose out on opportunities for revenue and growth.

Insights in Marketing found that women are unsatisfied with how many companies pitch their goods to them. Often brands use stereotypical ads that appeal to women as domestic beings obsessed with beauty. While many women are family focused, they are also business-focused, value-focused and aspirational beyond the house, husband and kitchen.

If brands are not repelling women with their ad content and messaging, often they are failing to engage them properly online. Women are major connoisseurs of all types of social media. Relationship-driven, they often forge bonds with brands with informal and casual exchanges. They update statuses, tweet, share, favorite and post photos and videos of consumer goods much more than men. They are the gatekeepers of viral activity. Businesses who want to win the favor of women must learn to go to the social hubs where female audiences hang out and master the behavioral protocols to entice those women to become fervent brand ambassadors.

To have the chance to leverage the spending power of women now and in the future, businesses have no choice but to:

1)      shape messages that resonate by appealing to women’s authentic core personalities, and

2)      Strategically woo women on online social platforms.

A helpful free book by Insights in Marketing helps with the first objective. The book Getting Women to Buy: Better Insights to Transform your Marketing, helps marketers decode the personalities of women buyers by organizing them into five categories or prototypes who adhere to certain predictable buying codes.

Learning the culture of each female personality profile – the Achievers, Conservatives, Predictables, Stressed Women and Experience Seekers – can help businesses customize messages with emotional and psychological appeal.

Image of women

Achievers

This female personality type is ambitious and organized, representing just over 25 percent of women. They are multi-taskers who set numerous target goals and methodically achieve them by using systems. They measure productivity by tracking actions with checklists or schedules.  With shopping, they are just as efficient, coming to the store or website armed with physical or mental lists of features and benefits that a product must have in order to satisfy.  Marketers can appeal to these women not with just images and superficial descriptions of products but with bulleted and thorough facts about specifications.

Conservatives

This personality profile includes the conventional women who most value family, morality, tradition and spirituality. Conservative women make up about one-fifth of the female population.  They are practical women looking to invest in things that are sensible and necessary. They aren’t afraid of self-sacrifice and are most happy when the relatives and friends around them are happy. Companies would do well to market goods to this group by including brand messages that echo traditional values; products should be promoted as items that help women nurture and comfort children, spouses and other loved ones.

Predictable Women

This category, which also comprises about one-fifth of all women, represents women who are most at ease when their lives adhere to a regular pattern. They perform the same actions and use the same products daily for years – not because they have allegiance to brands, but because they have found something that works and appreciate the quality.   To appeal to these women, advertisers should consider pitching classic products that have stood the test of time and are reliable.

Women under Stress

About 17 percent of women confessed to Insights in Marketing that they are stressed and overwhelmed by life. This group of women buys items that offer stress relief, temporary distraction from the pressures of life and pleasure for the pure fun of it.  These overwrought women also like advertising messages that boost their self-esteem and make them feel valuable even when they feel crazed.

Experience Seekers

This group of women believes that experience is the best teacher. They only believe benefits of products they have seen and felt first-hand.  They often compare a range of products before committing to a brand.  Marketers may consider these women, which make up 16 percent of all females, for focus groups.

After tailoring marketing to the five profiles identified by analysts, marketers can turn their attention to winning women over in social media. This should be a regular part of every marketing campaign.  Strategies include following fans back and actually holding conversations with them, whether it’s answering questions about products or seeking their opinions and reviews.  Link to blogs in status updates as women enjoy reading and sharing valuable information with others.  Create amusing images and videos where product placement is secondary to entertainment; this increases the chance that women will make the media go viral.

Lastly, find out where female buyers of your products are most likely to congregate. Look beyond the most popular social media to find the obscure sites and forums, too. Right now, visual sharing is hot and women are excited about Pinterest, Instagram and Vine.

Heeding these tips and integrating them into your company’s marketing plan can encourage more success among female audiences.

Chris Holt is a Senior Marketing Consultant at Insights in Marketing, a Chicago area marketing research consultancy. Chris has over 25 years’ experience in global qualitative research and shopper insights, including expertise in the retail, travel, food and beverage, pet care, packaged goods, health and beauty, insurance, entertainment, consumer electronics, financial services, and B-to-B industries.

Print Friendly

Archive for ‘General Marketing’

February 24th, 2014

How Consumers Engage with Mobile Apps [Slides]

Image of mobile app users

Did you know that there are more than 1 million apps in Apple’s App Store? And that there are 1 million more in Google Play? It’s crazy.

The challenge for most mobile app developers isn’t developing more apps as much as it is creating demand for the apps that they’ve already created.

That’s harder than it looks. But if you use certain marketing techniques, you can differentiate your app from your competitors and take your first steps towards being the next Angry Birds, Flappy Bird or (Fill in the Blank) Bird.

The slides below are the marketing tips I’ll be talking about at the DevNexus conference in Atlanta. Some of the slides require some explanation, but others provide you some information that you might not have already known. (For example, did you know that Harris Interactive reports that 20% of those surveyed have used smartphones during sex? It’s true!)

Check out the slides below. If you like what you read, be sure to sign up for our e-newsletter by clicking here. Or stop back by for a visit whenever you’re ready.

 

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Click here

Print Friendly

Archive for ‘General Marketing’

February 17th, 2014

The Secret to Generating a Positive ROI on Facebook

  Tips

Yesterday, we ran a post called Do Facebook Ads Work? which generated some great comments from members of the 60 Second Nation. One member of our community named Jeremiah Hubbard made an excellent comment that I wanted to share with other readers of our blog.

Here’s what Jeremiah said:

It should be noted that just because someone “like’s” your page or likes, comments, or shares your post doesn’t mean that you are running an effective marketing campaign, only unless your goal is for the purpose of growing your Facebook fan base. The information that the article refers to is ROI, not FOI (fans on investment). Too many marketers are going after fans.

It was a smart comment and raises an important point about social media. That is, what is your end game? In other words, what is the ultimate goal of your social media program?

When I wrote How to Make Money with Social Media a few years ago, I created a graphic that highlights the importance of this point:

Social ROI

Jeremiah’s comment really struck a chord because it drives home what it’s all about — in the end, we’re looking for ROI. Or, more specifically, we’re looking for customers (i.e., revenue) that 1) put money towards the bottom line, and 2) help fun future marketing campaigns.

Jeremiah continued with some additional insights:

If I have a high-end window company, my target goal on Facebook is not to add fans but to get fans who OWN homes who I can engage with, who can purchase my high-end windows. Again this (Facebook) would not be my first form of advertising, it is used in conjunction with other campaigns. I have seen (myself included) a lot of people spend money on Facebook advertising to see no real desirable results. It can be very similar to buying hair spray when you don’t have hair. I love this post!

The Bottom Line

The secret to Facebook advertising is to understand that Facebook is most effective when it’s used in conjunction with other marketing tactics and to understand that the end goal is not FOI, but ROI.

If the campaign has a positive ROI, you’re golden. If it doesn’t, it’s time to hit the re-set button and start over.

 

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Click here

Print Friendly