How-to

How to make an efficient brand monitoring?

Learn how to prepare your dashboard in a few steps to find out what is said about your brand, product or competitor. This tutorial will help you to prepare your brand monitoring and ask yourself the right questions to define the perimeter of search, the indicators you want to track, and finally write the appropriate search queries so you won’t miss any mention or new article, tweet or post. 

Always think of the final result you want to show or gather, and how you want to use the results and data.

E.g.: I want to monitor the number of mentions of my brand on social networks.

– On which social networks exactly?
– Do you want a list of items that mention your brand and/or a graph that shows how the number of mentions evolves over time?

The right keywords are critical to any brand monitoring. The keywords you target in your analysis will directly impact efficiency.

Start by distinguishing branded keywords (e.g. “Kellogg’s cereals”) from non-branded keywords (e.g. “cereals”). Branded keywords are expressions associated with your brand like your company name or your product name. Non-branded keywords are expressions related to your products or services other than names specific to your company.

1 – The perimeter

First, define a monitoring language. Why is this important? The language of your results will depend on the language in which you’re typing your search queries and the language of your sources and corpus.  

2 – The corpus

Many brands rely on Netvibes Premium because our Open Corpus gives them 100% control over their sources of information. Better sources = better results than traditional “black box” analytics. You are responsible for importing sources to your dashboard database either with Netvibes Shared Libraries or your own RSS feeds, either with specific social media accounts.

Using the Library app, you can configure a 360 degree monitoring including:

  • Press & Media (online newspapers and magazines): Search on general and/or specialized press that matches your market.

  • Social Networks: Search on Facebook, Twitter, Google+. 

Many companies need multiple Twitter handles for different product lines and countries. You can add the Twitter handles and Facebook pages of your choice to be added as search app in your corpus. 

 

  • News: search on the main search engines. This will allow you to discover new sources if you don’t have some already.

 

Your corpus is now setup? You know on which platforms exactly you want to monitor your brand and you have selected the ones that interest you most?

You are now ready for the next steps:

3 – Queries & Analysis

What makes the Universal Search tool so powerful is the ability to combine these elements into a single query. Your next task will be to extract the mentions of the keywords that interest you most from this database corpus.

It could be a combination of keywords with Boolean operators.

– Find mentions containing AT LEAST one of the following keyword :
use the OR operator

– Find mentions containing ALL of the following keywords:
use the AND operator 

E.g.: (“Chocos” OR “Corn Flakes” ) AND title:”Kellogg”  

Finally, give a name/title to your search 

As a result, each search will create a separate app (See more about “Tracked topic“) with:

a – A list of articles or items matching the keywords and conditions of your query
b – The possibility to pivot and visualize your data with customizable charts so you can explore trends.

 

c – The Netvibes’ easy-to-use native reader to monitor conversations.

You’ve got business questions? We provide Insights. 

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