Mindshare signs up for social media monitoring

Mindshare has become the first media agency in Australia to sign up for full access to Nielsen Online’s My BuzzMetrics service which helps monitor what is being said about clients on social media sites.  

Social media brand monitoring is becoming an increasingly competitive sector, with Buzz Numbers, Peer Group Media and new start up The Prosperity Principal among those making plays in Australia.

Mindshare’s Kerry Field said: “We are living in a networked age where conversations on social platforms can play a significant role in people’s purchasing decisions. Before attempting to become part of those conversations it is incredibly important that advertisers listen first.  They need to understand what is being discussed, where it is being discussed, the tone of the chatter and who is actively talking.”

July 6th, 2009 at 1:43 pm

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Comments


  1. Reevesy
    6 Jul 09
    2:37 pm

    2. Great to see.

    Over here are Publicis we have used both Nielsen and Sentiment Metrics dashboards for quite some time to great benefit.

    These tools take the hard work out of the data capture and leave more time for interrogation and insight development.

  2. Simon te Brinke
    6 Jul 09
    3:20 pm

    3. Hi Tim…Whilst at Adtech in Paris in April I was fortunate to view an outstanding presentation by the CEO of a company called LinkFluence – a research firm based in Washington, D.C. As I understand, Linkfluence is similar to Nielsens Buzzmetrics. Linkfluence specializes in mapping, monitoring, and measuring trends and opinions on the social web. The Linkfluence technology can be best viewed at http://presidentialwatch08.com – I’d be interested to know what you or others of this technology as I loved it and thought it was by far the standout product at Adtech Paris. They have not yet mapped the Australian social space but will be great when they rollout in this country. Cheers, Sime

  3. Rowan Avis
    6 Jul 09
    4:32 pm

    4. Here at Ikon/New Dialogue we have developed a propriety tool which combines multiple social networking tracking tools together with other insight research data sets and digital response analytics. We have been providing this sought after insight to clients since 2009

  4. Yvette Mayer
    6 Jul 09
    5:32 pm

    5. Great to see so many agencies are embracing ‘listening’ tools. At Starcom we have also developed our own ‘buzz’ tool for clients, and for a more robust approach we also have a Global relationship with Converseon. We believe such tools will become needs rather than wants to ensure consumers feedback is considered and acted upon.

  5. Nick Holmes a Court (BuzzNumbers)
    6 Jul 09
    6:37 pm

    6. Great to see such a fast pace adoption of Social Media Monitoring in 2009.

    Thanks for the mention Tim.

    If you are looking at Agency wide Social Media Monitoring solutions we would encourage you to speak with us at BuzzNumbers.

    We are a Australian owned company, founded in 2007, with more than 50 global brands using BuzzNumbers to track, measure and report online word of mouth within Australia.

    Kind regards

    @nickhac from @BuzzNumbers

    http://www.BuzzNumbers.com.au
    info@buzznumbers.com.au

  6. mumbrella
    6 Jul 09
    6:40 pm

    7. Last person who offers a social media monoitoring service to spot this post and tell us about what they do loses – as it’s clearly not good enough!

    On your marks…

  7. Anthony Hamelle
    7 Jul 09
    1:51 am

    8. This is a very interesting thread on the interest of social media monitoring. Indeed, we live in a complex environment where individuals flock together in new online spaces to talk – and influence one another – on topics of common interest.

    At linkfluence (Tim, thank you very much for the mention), we have based our approach of social media analytics and monitoring on the importance of online social communities. These are the true segments of the new landscape of influence, as the sociodemographic criteria we use for media and marketing plans are the segments of the old world.

    To get a glimpse of the services we offer, you can have a look at http://us.linkfluence.net/blog or http://politicosphere.net. for instance. Hopefully, we should begin rolling out our services in Australia before year’s end!

  8. Alpheaus Brumfield
    7 Jul 09
    4:26 am

    9. Hey! I just searched for and I found your site!,

  9. greg adams
    7 Jul 09
    4:28 am

    10. Good One!,

  10. Chris Jeffares
    7 Jul 09
    1:50 pm

    11. It might be faster if we tackle this the other way around and ask “who HASN’T … got, used or built a social monitoring tool’.

    At Wunderman we have been using a combination of our global tools like SEER and PULSE since 2007, whilst also constantly assessing new platforms like those from Visible Tech, etc. It’s a hyper competitive space.

    My personal favourite is still eavesdropping at a bar. Very limited predictive sentiment-modelling technology required.

  11. Matt Granfield
    8 Jul 09
    9:09 am

    12. Tim, damn you for encouraging us all to poison your blog with our commercial rants! I had been staying out of it as I’d rather leave your readers alone and have a more official social media monitoring showdown at some stage…

  12. Martin
    9 Jul 09
    11:50 am

    13. I think that Radian6 and TruCast are the best overall tools.

    There are a number of aspects to social influence marketing and not just monitoring. Radian6 and TruCast have really good engagement & management functionality built in and in particular Radian6 has recently announced their integration of WebTrends data with their social media monitoring data and they also announced the integration of both WebTrends and Radian6 with SalesforceCRM.

    We call this SocialCRM and I have created a draft PowerPoint deck outlining the concept and benefits here on SlideShare – http://bit.ly/PrBbC

    At the end of the day though your choice of tool depends upon your goals, objectives & strategy as some people may just want to listen and not engage.

    But, once you listen and have your engagement or reputation management strategy in place how will you execute and manage your engagement in the social streams? TruCast and Radian6 allow you to do all that from within the application so you can keep track of what you’ve said, when and by whom – think of a CRM application. A good social influence marketing management tool has workflow, clear roles & responsibilities defined, approval and other insight & engagement components built in.

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