Marketing

|Local webmonitoring
guidelines

V1.0 – January 2011

Guidelines objectives




eReputation Online Monitoring has become a necessary mission. It is now part of the
global reputation scope (which includes traditional media with the new ones) that any
communication professional should look into.
This monitoring should answer to several objectives
1. risk management : early signals,risk scoring card, escalation, propagation
speed…
2. buzz monitoring: impact measurement, key stakeholders…
3. eReputation: key influencers, key topics, weaknesses & strenghs…





We are expecting you to organize your local monitoring by the end of 2011,
following our parameters and recommendations



2

These guidelines are meant to be fully operational
 You can create yourlocal monitoring system from scratch (from a professional tool
to a google alert)
 They can be shared with any technical team or agency in charge of your local
monitoring

The eReputation team is at your disposal to support you with this new mission!

Summary

STEP 2 L’Oréal WebMonitoring
W hy a web monitoring ?
How ? The problem of the figures of contents
Objective of theguidelines
What ? Subjects to be monitored
Mission / reporting
How ? Web monitoring tools and solutions

1.

2.

Introduction
Examples of our corporate dashboard
Steps to create your Radian6 dahsboard
Presentation of the 3 steps
Step 1 Create a Radian6 account
Step 2 Create requests
Step 3 Create dashboards
Facebook monitoring

STEP 3 Choosing another tool?
-

4.

5.

Rules tofollow

STEP 4 Netvibes/Google
-

STEP 2 Radian6
-

3

3.

Introduction
Create a Netvibes account
Find Google alerts
Find Other feeds
Create RSS feeds

Addenda
Words related to corporate topics
Words related to brands
Words related to sensitive issues
Words to avoid spam blogs
Tips

STEP1 | L‟OREAL WEBMONITORING INTRODUCTION

Summary
Why a web monitoring ?
An importantmass of information
Objective of the guidelines
W hat ? Subjects to be monitored
Mission/reporting
How ? Web monitoring tools and solutions

4

1 - Why do we need a webmonitoring?

•

There is no need to stress the extent to which Internet has
revolutionized consumer habits. With the emergence of blogs
and social networks, any cybernaut can express themselves on
either L‟Oréal‟sproducts or the group itself.

•

The monitoring framework would be based on several key
objectives:

Risks: identify
and detect any
sensitive issue or
emerging topic
for the group

5

Measure
share of
voice on
the
following
main topics

Events: measure
the impact of an
event or buzz
related to L’Oreal

In this context,
establishing a
corporate internet
monitoringframework is
crucial

Influencers : map
key discussion
points related to
L’Oréal and
progressively
distinguish the
main actors
linked to this
online reputation

> Introduction
Radian6
Netvibes
Addenda

2 – An important mass of information

•

Monitoring what is being said about the
group is an ample challenge considering
the L’Oréal’s notoriety.

Every hour,

40 new tweets,35 new blog posts, 16
comments and
2.5 Youtube videos
are posted about L’Oréal or its brands

•

6

The key word „L‟Oréal‟ covers the group‟s
corporate issues as well as issues related to
its numerous brands and products. As such
it is not appropriate to launch a corporate
watch using „L‟Oréal‟ considering the „noise‟
around the word (see this screenshot of
tweets on SearchTwitter)

> Introduction
Radian6
Netvibes
Addenda

3 – Objectives of the guidelines

> Introduction
Radian6
Netvibes
Addenda

• The objective of these guidelines it to help you to implement pertinent
procedures to respond to this issue.
• These guidelines will:
Reveal critical information
about what is being said
about L’Oréal
Help you to save time by
providing you with a
choice...