Social Media Monitoring: Engage121

Transcription

1 Social Media Monitoring: Engage121 User s Guide Engage121 is a comprehensive social media management application. The best way to build and manage your community of interest is by engaging with each person individually. We ve licensed Engage121 to provide the most comprehensive social media management application. Features and functions integrate with all key social media, including, but not limited to: Blogs, Facebook, Flickr, Foursquare, LinkedIn, Twitter, Yelp, and YouTube. Our Corporate solution can even incorporate with your Google Analytics. Updated 7/8/11

2 Social Media Monitoring: Engage121 Internal User Guide Section 1 Account Settings Within the Engage121 account settings dashboard, which is separate from your other BurrellesLuce WorkFlow module settings, you can link to your existing social media accounts/connections; update your Engage121 profile and preferences; manage your contacts, groups and identities; set up alerts and status updates; and create and manage your Engage121 content library. Managing Your Engage121 Account Information Adding Connections 1. Login to BurrellesLuce WorkFlow to access your Engage121 Business National account. If you subscribe to the Corporate edition of Engage121, login by visiting 2. Enter your assigned user name and password. 3. From the Welcome Screen, click on the Engage121 tab (Business National edition). Figure 1: BurrellesLuce WorkFlow Welcome Page 4. From the Engage 121 dashboard, select Settings in the upper right corner of your screen (to the right of logout) in the Business National version. If subscribe to the Corporate edition, click on the Account Tab. Page 2 of 29

3 Figure 2: (Above) Business National version of Engage121 (Below) Corporate version of Engage Within the Contacts tab, you can add all of your social network accounts, including: a. Blogs (WordPress.com, Blogger, WordPress.org*) b. Microblogs (Twitter, Foursquare, Yelp*) c. Communities (Facebook, LinkedIn,Ning, YouTube, and Flickr) d. Location Based (Yelp, Foursquare, Facebook Places) e. Analytics* (Google Analytics) * Integration with WordPress.org and Google Analytics is only available in the Corporate Solution. For setupassistance, please contact customer service Note: If there is another social media service you would like added and it has an API (Application Programming Interface), it can be included as well. Please contact Engage121 customer service. Page 3 of 29

4 Figure 3: Managing Connections Note: Facebook requires you to have a profile page in order to create a Fan/Business page. For this reason, when adding a Facebook Fan/Business page to Engage121, you must enter your profile page credentials. Engage121 will initially pull in information for both the Fan/Business page and your profile since you are an Admin on or creator of the Fan/Business page. You can remove your personal profile from Engage121 once your Fan/Business has been loaded. 6. To add a social media network account, simply click the blog, microblog, community or analytics platform you wish to add and use your assigned user name and password for the specific account. Managing Your Engage121 Account Information Profile Settings (Business National Solution) 1. Within the Profile tab, you can change your account information and add alerts for and mobile devices. Figure 4: Managing Your Profile Settings (Business National Solution) 2. In the preferences drop down, choose how you would like your social media contacts displayed. Choose from: a. Avatars b. Handles c. Posters by Name d. Import Twitter lists Page 4 of 29

5 Figure 5: Managing Preferences (Business National Solution) Managing Your Engage121 Account Information Profile Settings (Corporate Solution) The Corporate Solution has additional features within the Profile Settings tab that are not included in the Business National Solution. For Account Information and Preferences set up, refer to the previous section. The steps below are ONLY for the additional features included within the Corporate solution profile tab. Figure 6: Profile Settings (Corporate Solution) 1. In the Tags drop down, there are a number of system generated Tags, when assigned, which will automatically tag all your social media activity. You can also create an unlimited number of your own tags and manually assign them to social media activities. a. To Add a Tag, click Add a Tag b. Double click on New Tag in your list of tags to name your tag. Once you have named your new tag, hit Enter. 2. In the Review Sites drop down, you can select the Consumer Review sites that you wish to monitor for social media mentions. The sites you select in this section will be included in your Explore searches and Evaluate analytics. The default selection is Select All. If you do not wish to include all sites, simply a. Click Unselect b. Then put a check in the boxes to the left of the Consumer Review sites you wish to monitor for social media mentions. Page 5 of 29

6 Figure 7: Profile - Review Sites (Corporate Solution) Managing Your Engage121 Account Information Contacts Settings 1. In the Contacts tab, manage your contacts and create Groups and Identities for easy access to user generated content. Figure 8: Managing Contacts and Groups 2. Click on an individual contact that you would like to move into a specific Identity or Group. 3. Drag and drop your contacts into your created Identities or Groups. a. Identities: i. A Connection or Group that has been tagged Page 6 of 29

7 ii. Identities are named in the Contacts Section iii. Link Blogs, Twitter, YouTube, Facebook to one Identity (Contact) iv. Combine Groups with Identities b. Groups: i. Mixture of everything ii. Import personal Twitter list (under profile tab under preferences) 4. You can create an unlimited number of Identities and groups. 5. You can also Add Blogs and RSS Feeds to your Contacts list to simplify Listen. Figure 9: Follow Blogs and RSS feeds Power Tip: Creating Identities and Groups help you organize and manage those that are your influencers. When filtering your listen stream you have the ability to filter by Group or Identity. Building a Relationship with Journalists You Discovered in Media Content You must be logged into an account that subscribes to both Media Content (edited print and/or web coverage) and to either the business or corporate version of Engage Login into your Engage121 business or corporate account. 2. Click on Settings at the top right of your screen. 3. Click on the Contacts tab. 4. Your Twitter contacts should load and display by default. The name and handles of the new contacts that you added,through Media Content via the Follow functionality, should now appear in the list. a. Tweets for new contacts will begin to appear in the Listen feed b. Begin to build a relationship with that journalist using the Engage functionality in Listen, Listen Alerts, Tags, etc. Building a Relationship with Blogs and Bloggers You Discoved in ContactsPlus You must be logged into an account that subscribes to both ContactsPlus and to either the business or corporate edition of Engage Login to Engage Click on Settings in the top right of your screen. 3. Click on the Contacts tab. 4. Click on the Blogs I Follow link on the left hand navigation bar. 5. The blogs that you selected in ContactsPlus will display in your list. a. Content from these blogs will begin to appear in your Listen Feed. b. You can begin to build relationships with blogs and bloggers using the Engage functionality in Listen, Listen Alerts, Tags, etc. Page 7 of 29

8 6. To leave a comment on the blog, click on the name of the blog from the list to access the blog post itself. Note: this will take you directly to the blog where you can post your comment there. Managing Your Engage121 Account Information Alerts/Status Settings 1. Within the Alerts/Status tab, manage Explore (saved searches) and Listen (Tags, Identities, Groups, and Contact) alerts. In the Corporate solution you can set permissions for alerts. (To change your account permissions in the Business National version, please contact your Engage121 account manager) Figure 10: Alert Status "Explore" 2. Click on the Explore drop down within the Alerts/Status tab. 3. Click on the saved search in which you would like to be alerted when mentioned. Figure 11: Setting Up an ExploreAlert 4. Specify you Alert Method: a. None b. c. SMS (Text Message) d. IM (Corporate Solution) Page 8 of 29

9 5. Specify your Alert Frequency: a. Immediately b. Daily 6. Click Save to save you alert preferences. 7. Click on the Listen drop down. Figure 12: Listen Alerts Figure 13: Setting up a Listen Alert 8. Specify how you would like to be alerted when one of your defined conditions are met. Adding a Listen Alert 1. Within the Listen drop down in the Alerts/Status tab, click on Page 9 of 29

10 2. Name your Alert. Figure 14: Defining a Listen Alert 3. Specify when/how you would like to be alerted when Any or All of the following defined conditions are met. 4. Select your condition variables from the drop down box on the left, choose from: a. Connections b. Identity c. Groups d. Tags Pre populated or User defined e. Keywords 5. In the Figure below Keyword equals BurrellesLuce. 6. You will be alerted by your designated method when someone in the social media world mentions BurrellesLuce. Figure 15: Listen Alerts - Setting Condition Variables Page 10 of 29

11 7. In the drop down box on the right, select the condition variable(s) that you would like the condition (box to the left) to equal. Choose from: a. Keywords Enter your own b. Connections (Social Media Accounts that you set up) c. Identities d. Groups e. Tags Pre populated or user defined Figure 16: Listen Alerts - Defining Variables 8. Add an unlimited number of conditions using the icon. If you would like to delete a condition, click on the icon. 9. After you have created your Listen Alert condition variables, specify you alert method and frequency. 10. Click Save to save your Listen Alert. Managing Your Engage121 Account Information Library Settings(Corporate Solution) Note: In the Library Settings portion of the Business National solution you can only view saved drafts of messages created in Speak and view a dictionary of user defined tone. In the Corporate solution, you can upload and save drafts and auto engage messages, manage fanlets, and view a dictionary of user defined tone. 1. Select the Library tab. 2. Within the Library tab, in the Drafts you can upload social media releases, Tweets, Facebook posts, Logos, collateral, coupons, auto engage messages. Page 11 of 29

12 Figure 17: Library Settings - Drafts Power Tip: Adding content to your library ensures that you will have consistent messaging when responding to customers, prospects or positive and negative messages. (This will all make sense once we get into Explore, Listen and Speak.) a. To Create a New Library, Click on b. Double click on New Library to Name your library. c. Select upload to add your content. Figure 18: (Above) Creating a new Library 3. Tonality Dictionary user defined or system generated by Lexalytics. Displayed by the color (Green, Black, Red) of your tags; User defined Tone will over ride Lexalytics. Green = Positive Page 12 of 29

13 Section 2 Explore The Explore Tab in Engage121 is where you can set up and manage your saved searches and create ad hoc searches. Within Explore exclusively, you will find the events tab, which allows you to view events that you may want to engage with your community about, attend and message around. Explore Creating a Search 1. Login to BurrellesLuce WorkFlow to access your Engage121 Business National or Corporate account. 2. Enter your assigned user name and password. 3. From the Welcome Screen, click on the Engage121 tab. 4. In the Engage121 dashboard, click on Explore. Power Tip: Explore searches the whole social media universe, and results are displayed in real time (if you hit refresh or F5). Figure 19: Engage121 Home Page (Business National Solution) 5. Once you are in Explore you will notice two tabs: Research and Events. 6. To conduct an ad hoc search within Explore, simply type in your keyword, contact, or topic of interest into the search box and click Search. Page 13 of 29

14 Figure 18: Explore - Research 7. To save your Explore Search, simply click Save This Search. You will then be prompted to: a. Name the search. b. Define your alerts (sent via or SMS) and frequency (immediately or daily). c. Specify your filters. d. List the addresses of those you want to receive the alert. e. Select the parameters for an evaluation chart. 8. Click Save to save your search or the X at the top of the pop up box to cancel. You can update the search. 9. To edit a saved search, click on Alerts in the Account Tab and follow steps outlined in Managing Your Engage121 Account Information Alerts/Status Settings Power Tip: The Business National solution only allows five saved searches. The Corporate solution allows for unlimited saved searches. Explore Filtering Your Search 1. Within Explore, you can filter (box on the left hand side) your searches by: a. Social Media Source/Platform b. Time Period (Twitter search only goes back two weeks, Engage121 goes back threemonths) c. Drill down geographically by state, county, and city (pulling data from Geolocation). Page 14 of 29

15 Figure 21: Explore - Filtering Geographical Criteria Explore Events Tab 1. Within the Events tab (Editorial Calendar), you can search by: d. Hyper local blogs and event listings via Social Media e. Listed based on date (by month) and source f. Ability to drill down geographically by state, county and city Note: The search results listed in Events are independent of any saved search or ad hoc search results conducted in the Research section of Explore and are not keyword driven. Event search is a great planning tool to help you know whats going on at the local levels. Figure 22: Explore - Events Page 15 of 29

16 Explore Adding/Following Contacts in Explore Contacts you add in Explore will appear in your Listen Feed (Listen tab) where you can monitor and manage the activity of your communities. You can even listen to your competitors without having to follow them or use your own social media account. 1. To Add a contact within you search results, simply click the icon located beside the contacts name, blog or social media handle. 2. When the Add Contact box opens you have the ability to add the contact to your Engage121 connections, identities and groups, where you will be able to view their updates in your Listen feed, or you can select to follow them from your social media account. Figure 23: A contact you add in Explore appears in Listen Page 16 of 29

17 Explore Engage 1. To Engage a contact, within Explore, simply click on the icon. 2. In the pop up, from the Engage icon, you can select to Engage via any available channel. 3. Click in the check box of the social media platform(s) you want to use to engage. Type your message in the appropriate box and choose from the drop down which account the message should come from. Figure 24: Engaging in Explore 4. Click on the Auto tab to engage with the particular contact using an Auto Engagement message from your Engage121 Library. If you have not created and saved any Auto Engagement messages, the system will give you a link to go to the account Library where you can create new auto messages. (See: Setting up Your Library). Figure 25: Engaging in Explore Figure 26: When Auto Engage in Explore, if there are no auto-engagement messages you will be directed to the Account Library Page 17 of 29

18 Section 3 Listen The Listen Tab in Engage121 is where everything is filter through, all your connections, identities, and groups merge into one stream. Listen 1. Login to BurrellesLuce WorkFlow to access your Engage121 Business National or Corporate account. 2. Enter your assigned user name and password. 3. From the Welcome Screen, click on the Engage121 tab. 4. From the Engage121 dashboard, click on Listen. Figure 19: Finding the Listening tab in Engage121 Page 18 of 29

19 Listen Filter 1. Once you are in Listen you will notice on the right sidebar your Filters: a. Connections b. Identities c. Groups d. Tags e. Keywords f. Most Recent Comments g. Metadata (Hot Topics that your connections are mentioning, Keyword clouds) h. Contributors (Top 5 connections that are speaking the most across all platforms) If you do not see your Filters, simply click the arrow to the right of Filters to uncollapse the list. Figure 20: Listen Filters Page 19 of 29

20 2. To Filter your Listen feed, click which filter you would like to use: a. Connections i. Facebook Advanced Filter to drill down by All, Posts, Links ii. Twitter Advanced Filter to drill down by All, s b. Identity c. Group d. Tags Pre populated or user defined e. Keywords User defined Figure 29: Filtering by Connection Figure 30: Filtering by Tags Listen Engage 1. To Engage a contact on the Listen Page, the steps are similar to those outlined in Explore Engaging steps 1 4. However, if you subscribe to the Business National version and attempt to Engage via your Listen feed, you will only have access to the Engage function. If you subscribe to the Corporate solution, and attempt to Engage via Listen you will have access to Engage, Auto engagement, and History... Figure 31: Engaging in Listening section of the Corporate Solution Page 20 of 29

21 2. The History Tab, only available in the Corporate solution, gives you the history of what that particular contact has been tweeting, blogging or re tweeting about for the past three weeks Figure 32: The History tab is only available in the Corporate Solution. Listen Adding Tags (Available only in the Corporate solution) 1. To add Tags to conversations, click on. Check which tag you would like to add and click save. Figure 33: Tagging conversations in Lisen (Corporate Solution only) Page 21 of 29

22 Section 3 Speak Start a conversation across all relevant platforms from one interface. Build and post a Facebook FANlet. Conveniently access your Engage121 content library. Develop local content on behalf of your outlets and schedule future post. Speak 1. Login to BurrellesLuce WorkFlow to access your Engage121 Business National or Corporate account. 2. Enter your assigned user name and password. 3. From the Welcome Screen, click on the Engage121 tab. 4. From the Engage121 dashboard, click on Speak. Figure 34: Finding the Speaking tab in Engage121 Speak Compose Compose offers you the ability to speak to multiple connections. Upload a blog post, social media release, Tweet, Facebook update, or another form of engagement based on the social media platform you are using. Page 22 of 29

23 1. Compose your message. In the Corporate solution, you can also add content from your Engage121 Library.Choose which Social Media Channel you want to use to release your message. 2. Figure: 34: Speak Composing Messages 3. Assign date and time for each message to be released. Power Tip: The Speak portion on Engage121 is a great tool if you are promoting a contest. Set the release date and time for each social media channel update. 4. In the right side, bar View or delete your pending post before it is released. 5. Send your release to your team or top management for approval to be viewed in the Approval Queue. a. For questions regarding posting permissions for a Engage121 multi user account, contact your Engage121 account manager. Page 23 of 29

24 Note: On the Engage121 Explore homepage you will notice the Comm Center. This is the messaging center for internal communications. Coming soon! Comm Center will feature your very own microblog, a Twitter like community that will let you read, post messages and share files with your team in real time. You will also be able to invite other colleagues and even clients or customers into your community. Figure 35: Engage121 Home Page CommCenter Speak-FANlet App 1. Create a Facebook tab/page with FBML (Facebook Markup Lanaguage) for polls and contest using the Engage121 FANlet App. Figure 36 Composing a Fanlet 2. Download the FANlet App (Strictly for Facebook). 3. You can Tweet and Post to Facebook your unique contests and polls. Page 24 of 29

25 Figure 39: Engage121 Fanlet example 4. Bit.ly shorten URL (track hits on your poll/contest) Results are updated every three seconds. Section 4 Evaluate Capture and measure all social media interactions between you, your outlets and your constituents. The Engage121 Evaluate module supports thirteen different types of charts reflecting data that measure Reach, Engagement, Outcomes, and Activity. Important Note: The Engage121 Evaluate feature is separate from the BurrellesLuce WorkFlow Reporting module. Evaluate 1. Login to BurrellesLuce WorkFlow to access your Engage121 Business National or Corporate account. 2. Enter your assigned user name and password. 3. From the Welcome Screen, click on the Engage121 tab. 4. From the Engage121 dashboard, click on Evaluate. 5. The Evaluate page will always default to Reach charts. Page 25 of 29

26 Evaluate Add Charts In the Business National Solution you can only have one chart for each data set you would like to reflect and only one view. The Corporate solution allows for multiple charts and multiple views. Figure 40: Corporate Solution Evaluate Default View 1. To Add a new chart, simply click Add Chart. 2. Adding charts: Determine which chart you would like from Reach, or another metric. (The steps for creating a chart highlighting each metric are the same): a. Select the sub type from the drop down menu for each metric you want evaluated. b. Name the chart c. Match Keywords d. Determine how you want your chart displayed e. Determine the sources of data you want included or upload your own. Page 26 of 29

27 Figure 41: Creating a Buzz chart 1. Under Reach, you can Add charts for: a. Buzz Across what platform are you generating the most conversation. b. Fans & Followers Any social media network. c. Platform Top domains, top Twitter users, and top Facebook activity. Figure 42: Evaluating Buzz, Fans and Followers, and Platforms Page 27 of 29

28 2. Under Engagements, you can Add charts for: a. Foursquare Check ins b. Interactions (DMs, Facebook wall comments) c. Link Tracking (Post) d. Web Stats (Google Analytics) Figure 43: Evaluating Engagements via Interactions, Link Tracking, and Web Stats 1. Under Outcomes (only available in the Corporate solution) you can Add charts for: a. Customers served Upload third party data; compare sales closed in correlation to Buzz b. Keyword rank What Keywords are being mentioned the most by your connections c. Sentiment Tone (Negative, Neutral, Positive mentions) d. Share of Voice Figure 44: Evaluating Outcomes via Customers Served and Keywords Page 28 of 29

29 Evaluate Data/Editing 1. Once you have created a chart you have the ability to modify it. 2. You Can Enlarge the chart. 3. You can view data. 4. You can make edits to the data you are reporting on. 5. You can delete the chart and start over. 6. Export charts for any giving metric (Reach, Engagement, Outcome, Activity) a. Customize your date range b. Export summary reports or content in either PDF, HTML or Excel format. Section 5 Feedback Let Engage121 know how you like the product or ways it might be enhanced. Simply click on the Feedback tab to send a Twitter message to Engage121. You can also leave a message on the Engage121 Facebook wall or send an to feedback@engage121.com. Page 29 of 29