What Today’s Marketers Must Know.

Free, Live Webinar | March 30 2011 – 10:00 AM PDT.

If your company is one of the 82% without a clearly defined social media strategy, this webinar is for you.

Even five years ago, CMOs believed it was their job to manage their brands. Today’s smartest marketers understand that the landscape has changed dramatically. You can no longer control the conversation, you have to join it. And to do that, you have to know where it’s happening, when.

In this webinar, Position²’s CEO Rajiv Parikh will share the keys to social media success:

• Clearly define what success looks like and codify your KPIs
• Create a comprehensive list of keywords and search terms



• Adopt a proactive discover and engage strategy to put you at the heart of any conversation taking place about your brand-using the best algorithms and the best people
• Integrate social media into your multi-channel marketing strategy
• Accurately track the reach and results of your social marketing efforts

Finally, you’ll learn first hand how one major US B2C brand has leveraged social media to increase customer engagement and build market share. And bring your questions. This is an interactive event.

About the Presenter: Rajiv Parikh, CEO Position²

Rajiv founded Position² as a search and social media firm in 2006. His belief in the power of social media to change the relationship between consumers and brands led him to create the next generation social media engagement platform at Position².

About Position²
Position² is a Search and Social Media Marketing firm that delivers continuous growth for our clients using our proprietary “Surround and Intent” Marketing Methodology. Position² Brand Monitor™ is our flagship product, a real-time social media listening and engagement platform that powers actionable engagement for companies.	In Partnership with SearchEngineWatch.com

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We’re delighted to announce a series of new updates to the Brand Monitor™ platform, and to give you a heads-up on some of the exciting features we’re working on!

Enhanced Daily Alerts, Reports and other Functionality Improvements

• Brand Monitor™ now has a new “Deep Dive” section under “Reports” which gives you a more detailed media breakup for each search bucket along with sentiment analysis. In phase two of our “Deep Dive” release, we will add advanced filtering functionality here.
• Daily email alerts will contain data with a “high relevance score”, which means more focused and useful data into your inbox.
• You can now set a default relevance score for each search topic.
• Brand Monitor now has a new Tag Cloud for each search topic, with new filters for discovering keywords for each media type.

Geographic and Demographic Reach

You can now discover the geographic and demographic reach of each search topic, via the dashboard and report pages.

The geographic breakup will show you the number of posts accumulated from each country. The demographic breakup has gender and age group graphs.

• The geographic data is further broken into individual states in USA.
• Demographics include an industry breakup for each gender.

In phase two, we’ll be adding in-depth state-wise geographic segregation for more countries and optimizing our charts.

LinkedIn Integration

Similar to Facebook integration now you can manage your LinkedIn profile via Brand Monitor™.

After adding your LinkedIn account you can see your connections’ status messages, application updates, profile changes, group activities and Q&A posts.

• Comment or like status messages
• Sentiment analysis on status message
• Use filters to view specific type of LinkedIn network updates: status message, connection, application, profile update, group activities or Q&A posts.

Features We’re Working On [Coming Soon!]

• Advanced LinkedIn and Facebook Integration
• Advanced Geographic and Demographic reports

We’re committed to updating Brand Monitor™ every month with new features and capabilities. Try out these new features and let us know if you have any suggestions for us!

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We’re delighted to announce a series of new updates to the Brand Monitor™ platform, and to give you a heads-up on some of the exciting features we’re working on!

Post Relevance

Brand Monitor™ is now powered by an enhanced relvance scoring engine, that you can control. Available under “Filters”, you can choose varying levels of relevance; this changes the stream of posts accordingly.


We do this by giving each post a “score” for relevance when compared to a search keyword. By default, “High Relevance” is selected, and posts with “Low” or “Medium” relevance scores are not shown.

If you don’t see too many posts in the stream for a particular keyword, try changing the relevance filter to “Medium” or “Low”.

Salesforce Integration

See a potential lead talking about your product or service? Perhaps a competitor? You can now send this person’s contact information to Salesforce directly via Brand Monitor™.


It takes about 5 minutes of setting up – we need to integrate your “Organization ID” from Salesforce into Brand Monitor™, and you can choose which fields you want to capture and send to Salesforce.

Once set up, every post will have a “Salesforce” tab, from where you can submit leads. In the near future, we’ll automatically populate as many of the fields as possible.

Facebook Integration

Brand Monitor™ will shortly introduce an integrated Facebook client. You can manage your Facebook accounts, Facebook pages and interact with your fan base. Managing your company’s Facebook presence is easier, quicker and more effective.

You can manage multiple Facebook accounts and pages, use the built-in URL shorterner (bit.ly), schedule multiple status messages for future publishing, update status messages, add comments and also “Like” posts.

Features We’re Working On [Coming Soon!]

• More Facebook Integration Features
• LinkedIn Integration
• Geography and Demographic Reports

We’re committed to updating Brand Monitor™ every month with new features and capabilities. Try out these new features and let us know if you have any suggestions for us!

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We’re delighted to announce a new version of Brand Monitor™ with exciting new features and a whole lot of under-the-hood tweaks. Here are some of the highlights of this new version:

Integrated Twitter Client

You can now tweet, reply, retweet, follow and unfollow right from the Brand Monitor™ interface! Sharing posts and creating new conversations is now easier and more convenient.

• Multiple Twitter Accounts!: You can add all your Twitter accounts into Brand Monitor™. Each Twitter account added gets a separate search bucket with graphs that show volume, sentiment, top influencers and “most talked about” topics.
  
  
• Never miss a single tweet: All tweets are tracked in one place and tagged with sentiment and influencer scores, even when you are not logged in!
• Clearly demarcated read and unread tweets help keep the information stream manageable – you can easily identiy new tweets, and the system works better than your exising Twitter client as it works 24/7 and not just when you are logged in.

More Customization for Email Alerts

You now have more control over your email alerts – you can choose which search buckets you want to get emails for, and you see the top posts for the day in your alerts.



Aggregation of Similar Posts

Too many posts on the same topic clogging up your information stream? Not any more! Brand Monitor™ identifies duplicate posts and tags them as one – you can expand the post to see duplicate entries.



We’re committed to updating Brand Monitor™ every month with new features and capabilities. Try out these new features and let us know if you have any suggestions for us!

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Picture this: A dissatisfied customer circulates negative comments about your company on the World Wide Web. Why? The reasons could be anything – your after-sales service is lousy or your customer care executive was impolite. When an irate customer (who might also be wearing the cloak of anonymity) has the ability to express himself through blogs, forums and social media networks, you are in for a tough time. This is where Online Reputation Management (ORM) comes in.

You need to constantly monitor the Internet on what is being said about your company. It could be good, bad or outright ugly. And what you need to be concerned about is the bad and the ugly. Here’s what could be done:

•    Reach out: Make an effort to communicate with the dissatisfied customer. Do some damage control. An offer to make good the bad is usually well-received.
•    Make your presence felt: Circulate positive content about your company on the web. This dissuades any negative comments or posts that might crop up in the future.
•    Build your Brand: It is essential to showcase what your company has to offer. Have a page dedicated to your company on social networks such as Twitter and Facebook, or better yet, start a blog. Do all of this keeping your target audience in mind.
•    Have a plan: Don’t wait until it’s too late. Always prepare for the worst-case scenario. For instance, what do you do when a there is a comment against your brand on the first page of Google search?
Negative comments will always make their rounds on the web. You can’t please everybody. You need to push away these negative comments (and they can’t be deleted!) as existing and potential customers might come across them. Defending your brand online is of paramount importance. News spreads ten times faster on the Internet. Take Twitter for instance, it is one of the most viral platforms on the web. The most sought after place to find information about a company/brand is its corporate website. So, put in your best effort to make the website friendly and informative.
Online Reputation Management is not an easy task. You need to monitor the web 24 hours a day. One needs to go through customer review sites, blogs, groups and pages (on social networking sites), forums, etc. and see what is being talked about your company. Various tools such as Social Mention will give you a peek into what the web says about your brand.
On the Internet, customer dissatisfaction is like a virus, it spreads! Hence, ORM & Brand Defense is indispensable. It is all about making the Internet work.

Contributed by Jade D’costa

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Every brand needs inputs from its customers, it helps understand their need, address their concerns and provide products/ services based on the feedback. As more and more netizens are storming the web to vent out their frustrations, ask for suggestions or just researching, it becomes all the more necessary for any brand to actively participate in this space. In this post I talk about the elements you should consider to manage your brand using Social media.

Explore
You can have as many consumer surveys you want, but tapping into social media communities provides you interesting discussion topics which your consumers discuss and influence other probable customers. Be proactive, research in blogs, forums, social networks, video sites etc. Record the types of complaints / suggestions. Make sure you keep looking.

Analyze your research. Now ask yourself!
• Does your audience know your product?

• Have they got it wrong?

• Do you need to educate them?

Establish Contact & Empathize
The secret to every successful brand management strategy is to make sure that you reach out and respond to the consumer. The key is to listen and participate, I follow a simple methodology.
• Listen
• Understand
• Respond
• Correct
To make it simpler, analyze the complaints. Make sure that that you understand the consumers feedback. Classify your complaints and build messaging strategies for each classification. Place your response and monitor feedback.

Engage
Now that you have got the attention and probably even addressed his concern, it is necessary you still engage the customer and participate in his conversations. A happy consumer always recommends the product/ service to his friends.

Evangelize
Finally, don’t just stop at ‘Engage’. To run an effective brand management campaign make sure you’re constantly educating the target audience of on your product/ service. Create that buzz and make sure you’re visible
• Choose the media vehicles your target audience frequents.
• Provide information to them through these channels.

Brand management can be done anytime; you need not wait for a crisis situation. Start embracing social media today, so even if a crisis hits you are better equipped to manage the situation effectively.

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