What Is Web Listening by Freedata®:

Web Listening by Freedata® monitors conversation as they occur online in blogs, forums, communities and social media sites. The monitoring is based on a specific set of keywords related to brands, products, contexts or a combination of these. URLs where conversations have taken place are stored in a database and are subject to an in depth semantic analysis to derive relevant marketing data.
This detailed information includes an advocacy index for each brand, sentiment towards the brand, as well as topics and features discussed in association with the brand. URLs are ranked based on their relevance in the context of the monitoring process. The data provides relevant information for marketing and business development purposes. Conversations are accessible online 24/7 through a secure Web portal.

The Process

Specifications:

• data collected from the Web on a daily basis every 6, 12 or 24 hours
• two phases of in depth semantic analysis
• buzz, sentiment, advocacy index based on Net Promoter ® Score
• (http://en.wikipedia.org/wiki/Net_promoter_score) ;
• exclusive competitive quadrant analysis: The Brand Race Quadrant ®
• semantic maps of terms, topics and features, buzz trend over time
• user generated and media generated content indexed and categorised
• URLs accessible 24/7 through Web protected portal access
• monthly in depth tactical and strategic analysis with market predictive trends
• integration of ad-hoc sources in the data collection process
• Web portal integrated with conversation seeding activity
• available in English, French, Italian, German, Spanish
• additional languages require approx. 1 month set-up

How Conversation Seeding Works:

Our conversation agents (or seeders) access the Web portal (Social Reader+) to select the most relevant URLs where conversations are taking place. The selection process is based on the ranking model applied by the listening platform. Once a URL is selected the agent can decide how to manage the conversation, and add notes and useful information which is stored in the database alongside the URL. Our conversation agents strictly adhere to the WOMMA (Word Of Mouth Marketing Organisation) and WOM UK (Word Of Mouth UK) code of ethics http://www.womma.org/ethics/ to ensure their posts are respectful of competitors and other posters.

How Digital Relations (DR) Works:

Digital Relations (DR also referred to as Digital PR) is a key component of an effective social media strategy. Conversation agents with specialist skills in Digital Relations access the most appropriate blogs or communities using our Web portal, and make contact with bloggers building a relationship with them. This approach contrasts with traditional PR where communication tends to be one way and top-down only. Once the relationship is well established, bloggers may choose to publish relevant information about the brand, post informed comments, and becoming an influencer in the brand's community. Web Listening by Freedata® ranks blogs and other destinations to ensure that conversation agents access the most relevant blogs first.

Influencers Scouting:

One of the most successful ways to boost a social media marketing campaign is via engaging with influencers who may then become brand ambassadors. Our platform can identify who the most likely influencers are based on frequency and number of posts, content of posts, and how they behave in online conversations. This provides opportunities to engage with them in online and offline word of mouth campaigns.

Metrics and Measures:

Our regular data mining and statistical analysis of the data derived from Web Listening by Freedata® provides insightful metrics to our clients. These measures include how their initiatives are changing user perceptions, how they are compared to competitors and how customers decide to buy. These are not just simple sentiment measures (good or bad) or buzz indicators (high or low). They are detailed, real-time, strategic metrics that marketing managers can use to measure their campaign effectiveness over time.

The Brand Race Quadrant ®

An ideal path from renew (or crisis) to success is via a clockwise route in the quadrant. For a brand in the renew quadrant, it must first renew its brand message then communicate it effectively before reaching success status.