One key aspect of our business is not data, but intelligence. True buzz monitoring is about discovering the relationships between brands, businesses and their stakeholders and helping our clients find the right metrics to discover what they need to know to grow their business.
We meet a few in-house marketing teams who get the importance of using Web technology to understand and link with the customer but their lives are still difficult: the world is still set up for the old way of doing things.
Buzz monitoring is just the first step. Of course, there are many free tools online to help you piece together a raw tapestry of your brand. The Google toolset, Google rankings, Technorati and other blog search engines and indices, Socialmeter for your site’s popularity in social networks, URLTrends allows you to view your linking trends for eight different search engines…the list is endless.
For instance, are you already tracking your URL, public-facing personalities, product names, industry blogs, staff blogs and social media profiles, mentions, conversations, competitors and brand sentiment?
Big ask, isn’t it?
Listings of the frequency of mentions is only the start. This data has to be turned into actionable information and this is what Sentiment Monitoring is about. It needs experts to rank your mentions and build a picture of positive and negative influences to allow you understand what you need to do to create a balanced picture.
You need a combination of tracking technology with skilled marketing communications experts to grade the ’sentiment’ of a mention. Our Ackura BuzzMonitor service allows you to:
1 Understand where your audience is.
2 Discover what the audience is talking about (between themselves and about you or your competitors).
3 Find out what the sentiment of those comments are.
4 Understand who the influential people are in the audience.
At this point, you will a clearer picture of how to balance your marketing mix so that you get a set of tools to tackle where your brand or products are weakest. You can produce a return-on-investment worksheet because positive mentions correlate to sales.