August 18, 200623 things every company should be monitoring...
Filed Under: New Marketing
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Here's a threat worth following and continuing. It deals with things every company should be monitoring (and resulting implications) I have contributed items 18-23
Started by Cameron Olthuis on his blog, Pronet advertising:
- Company name
- Company URL
- Public facing figures
- Product names
- Product URLs
- The industry “hang outs”
- Employee activity/blogs
- Conversations
- Brand image
- Competitors
Amplified by Steve Rubel on his blog, MicroPersuasion
Extended by Jeremiah Owyang on his blog, Web Strategy by Jeremiah:
11. Images/video like YouTube and Flickr
12. tags and Social search tools like Del.icio.us
13. Social Voting tools like Digg.com and Techmeme.com
14: "Advanced Listening"
15: Feedback URL and link threads
16: “Voice of the Customer” log to track sentiment, instance, and/or voice.
17: Develop new roles to such “Brand Monitor” or “Blogosphere Watcher”
...and enhanced by me on Jaffe Juice:
18. Self-clipping services like Google or Yahoo alerts for keyword mentions, but also audio and video hits as well...services like PodZinger for example to ascertain conversational audio levels
19. Utilize RSS and aggregators like Bloglines in order to aggregate, integrate and assimilate all relevant incoming and outgoing moments of truth (perceived truth perhaps, or even truthiness according to Rob Stevens)
20. Use wikis like PmWiki to discuss and debate pretty much everything from 1-19 and most importantly attempt to turn all the talk/conversation into walk/action.
21. (ending on 20 would have been so contrived) Repeat steps 1-20 to look outside of your own circle. Evolve the perspective from yourself, through your direct competitive set to your indirect competitive set and ultimately to your aspirational/non-endemic/non-competitive set. This is where you want to follow the leaders so to speak - Apples, Nikes, Googles or whichever company you admire.
22. Create a PROACTIVE capability/budget in order to QUICKLY execute against everything you're monitoring - specifically opportunities like Fedex Furniture, Tiger Chipping in on the 16th.
23. Conversely, have a REACTIVE process in place to comprehensively and compellingly respond, especially when you're on the bumpy receiving end of the stick.
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» 10 things you should be monitoring from Pronet Advertising
Tracking your buzz is really something that is becoming more and more important over and will continue to increase in importance as time goes on. Everything is going social right now and messages fly around the web at a million miles by hour. In order ... [Read More]
Tracked on Aug 18, 2006 5:55:24 PM
» Monitoring the Conversation... from Internet Marketing Tips for Professionals and Small Businesses from Denise Wakeman
...do you know what's being said about you on the web? Over on Build a Better Blog I posted about a client's surprise when he found a review of his blog when he did a search on blogsearch.google.com. My response was this:There are probably a few blog p... [Read More]
Tracked on Aug 20, 2006 2:14:02 PM
» Things to Monitor Online from The Bivings Report
Im a little late to this party, but last week Pronet Advertising put together a list of 10 Things You Should be Monitoring. Jeremiah Owyang added numbers 11-17 and Joseph Jaffe added numbers 18-23. Shel Holtz even set up a page of the ... [Read More]
Tracked on Aug 23, 2006 1:11:25 PM
» http://www.michelleblanc.com/?p=491 from Michel Leblanc, M.Sc. commerce électronique. Marketing Internet, consultant et conférencier
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Tracked on Aug 24, 2006 9:57:24 AM
» JAFFE JUICE - 23 THINGS EVERY COMPANY SHOULD MONITOR... from Maneuver Marketing Communique
Jaffe Juice has a super post up titled 23 Things Every Company Should Monitor. The list was originally Started by [Read More]
Tracked on Sep 7, 2006 12:58:34 PM
Comments
"19. Utilize RSS and aggregators like Bloglines in order to aggregate, integrate and assimilate all relevant incoming and outgoing moments of truth ..."
Moments of Truth? Perhaps a different phrase is needed. You could borrow Colbert's "truthiness", but perhaps "moments of perception" works better. Sure, you could throw "perception is reality" in my face, but ultimately, the truth is usually not the first thing you're going to be exposed to. Raw emotion is a little closer. Regardless, hearing all of that is very important, so the point stands.
Other than that, this is an excellent list, and one that I've already bookmarked for future reference. I'll probably even blog about it myself.
Posted by: Rob Stevens
There are certainly some great tools out there for free to do this - but it takes time and coverage isn't guaranteed. I'm actually running an evaluation right now of vendors who provide this type of "brand monitoring." Results to publish in September, more information on the Forrester marketing blog.
Posted by: Peter Kim
This should be on a wiki to make it easier for the community to expand and enhance. Hey, wait a minute. It is! I just put it on The New PR:
http://www.thenewpr.com/wiki/pmwiki.php?pagename=WhatToMonitor.HomePage
Posted by: Shel Holtz
Very solid additions. I will be sure to update the original post to include a link.
Posted by: Cameron Olthuis
Really helpful list - thanks a lot. I did a translation of some of it on my blog (in Danish) - and of course offered a link for the rest of it.
Maybe you could also ad, that if your company is relying on suppliers at home or abroad or if you do a lot of import/export/outsourcing you might have an interest in monitoring these issues as well? In a lot of cases there is an "ethic rub of" if your suppliers for instance are involved in pollution or sweatshops? But maybe it is already included in "The industry hang-out"?
Posted by: Trine-Maria Kristensen
#24(?) Journalists are also vital to monitor to know who's saying what about you. PR departments need to know this so they can know who they should be pitching more agressively.
Posted by: Glenn Fannick
Bloglines would work of course but if I may do a bit of shameless self promotion - Touchstone would allow you to subscribe to the monitors and get alerts while you work - might reduce the workload for the poor person who has to keep track of all this stuff!
Posted by: Chris Saad
Psychic spells have been used for years to help people solve money problems and get them out of financial debt.
Posted by: henry
