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On the subject of Tools

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Matt

November 14th, 2014.

10 Great Social Media Tools For Marketing Managers You Should Know About

As more and more companies become aware of the importance of social media and the impact a well-run social media marketing campaign can have on their business, the need for clear, effective and efficient analysis of performance, reach, and the wealth of data available is ever greater.

Social media allows businesses to interact with their customers and create interest and excitement around their products and services, build their brand and ultimately generate revenue.

Knowing your audience, understanding how they behave and finding out what works and what doesn’t is key to helping develop a successful social media marketing strategy.

Below are 10 great social media tools for marketing managers to help you gain greater insights into your audience and manage your social media campaigns more effectively.

1. Google Analytics

GAProbably the most well-known analytical tool, Google Analytics has a whole host of features including social reporting which allows you to measure how visitors use your site, where they came from and how you can keep them coming back.  Social reports help you measure the impact social media has on your business goals and conversions showing you conversion rates and the monetary value of those conversions that occurred due to referrals from each social network.

The Social Plug-in report shows which articles on your site are shared and through which social media channels (Facebook like, Twitter Tweet, etc.) while tools such as Multi-Channel Funnels and Attribution show how all your campaign elements work together so you can concentrate on those that work best .

While there is a free plan, the Premium service is designed for larger organisations and the more detailed insights they require.

 

2. Hootsuite

HootsuiteHootsuite is a Social Media Management Tool which allows you to manage multiple social streams like Twitter, Facebook, LinkedIn, Google+ and many more in one place.  It enables you to monitor and track what is being said about your brand or product and help you to respond instantly.

This is a useful tool if you have a team rather than one person managing social media as it allows you to delegate responses to different team members ensuring that no fans or followers are overlooked.

Although there is a free plan for personal use, the Pro versions costs £9.99 per month for up to 9 team members, 100 social profiles and unlimited RSS while there is also an Enterprise package for larger corporations (demo available).

 

3. Socialbakers Analytics Pro

Socialbakers Analytics Pro allows you to analyse the performance of your competitors on social media in order to gain a better understanding of their social business strategy across media such as Facebook, YouTube, Twitter, Google +, LinkedIn, etc..

Learning from their successes and failures helps you to create more effective social media campaigns for your brand.  Features include competitive analysis, visual reporting and Fan and Follower Insights as well as Mobile App Support.

There are various pricing plans starting from $120 per month.

 

4. Crowdbooster

crowdboosterCrowdbooster is a tool which helps you achieve an effective presence on Twitter and Facebook.

With Crowdbooster you can track the growth of your audience, know who your most interactive and enthusiastic fans are, and schedule posts for both Twitter and Facebook.  Crowdbooster also highlights the key information you should pay attention to, such as new and influential followers, so that you can engage with them.   You can also manage multiple accounts and share access with colleagues and clients.

There are a variety of pricing plans starting from $9 a month with a free 30-day trial.

 

5. Postling

postlingPosting describes itself as “your all-in-one inbox for all social activity about your business”.    From one social inbox, you can monitor what’s being said about your business on the web and respond to messages from your blog, Facebook, Twitter, LinkedIn and YouTube.  You can also be alerted whenever a word or phrase you are tracking is published on Twitter, Facebook, Google News and WordPress.

Another feature is that using Postling you can publish to a variety of social media platforms, such as Facebook, Twitter, LinkedIn, WordPress, Blogger, Tumblr, Facebook Photos, and YouTube.

Pricing starts at $1 for the first 30 days and $10 a month thereafter.

 

6.  SocialBro

socialbroSocialBro is a tool specific to Twitter which helps you better target and engage with your audience while also providing analytical insights.  It informs you when’s best to tweet, how to indentify your influencers and discover new users, and analyse your Twitter competitors.  SocialBro works alongside Twitter scheduling tools such as Hootsuite and has a complete suite of tools designed to meet the needs of all types of user from individuals and small businesses to large enterprises.  Pricing plans range from free to paid to tailored.

 

7. ArgyleSocial

argyleArgyle Social is a B2B Social Marketing platform which ensures your efforts add value to your marketing through monitoring prospects, aiding engagement and tracking conversions.  Segmented campaigns, multi-network reporting and integration with sales platforms such as Marketo and SalesForce help prove the true value of social interactions.

Argyle Social helps you to qualify and quantify better leads, and build and maintain stronger relationships with your audience.

There are three monthly pricing plans with different features ranging from $200 for small marketing organisations to $600 for professional marketers to $1100 for large marketing teams.

 

8. Spredfast

spreadfastSpredfast is an enterprise social media management system that allows an organization to manage, monitor, and measure its performance across multiple social media channels.

It enables companies to , increase audience engagement through integrated campaigns and discover relevant topics from the moment they start to trend facilitating the creation of inspiring authentic content.

Spredfast’s listening and analytics solutions provide end-to-end visibility into the social data that helps companies understand their audience and make better business decisions.  It can be Integrated with your existing digital analytics applications like Omniture, Google Analytics, Brandwatch, Crimson Hexagon, and more.

Request a demo to see what it can do for your business.

 

9. Shoutlet

shoutletShoutlet is an Enterprise Social Relationship Platform which enables companies to understand their market, reach and engage target customers, grow their social database and plan and execute social content.  The ability to link different platforms together means site management efficiency and enables companies to see what products are popular with their customers.

It’s designed for social media marketing professionals who need a streamlined solution to creating social media content and managing interactions.  A demo can be requested.

 

10. Wildfire

wildfireFor enterprises and agencies, the Wildfire Social Marketing Suite enables you to turn separate social media tactics into effective strategic campaigns.  Features include Social ads which helps you reach the right audience across a variety of networks, the creation of interactive landing pages and promotions using pre-built templates or your own custom design and the management of conversations with your audience across social networks from a single dashboard.  Integrations between Wildfire, Google Analytics, and Google Tag Manager provide the insights to measure social ROI.

Matt

May 21st, 2009.

SMX London Roundup – More News, Tips, Tricks, Tools And Links

smxlogoAs I mentioned yesterday, we have just returned from the  recent SMX London search marketing conference. Below is our roundup of the best hints, tips and links that we picked up over the two days.

There are also some fantastic posts over at SEOptimise and Distilled that are well worth a read.

The State Of The Search Industry

  • The search industry must focus more on, analytics, holistic search and education for senior management. Cooperation between companies is required in order to grow the industry.
  • During the keynote, Brian Fetherstonhaugh from Ogilvy One pointed out that although search marketing is seen as the holy grail of marketing by the top 1000 CEOs, this still only occupies around a 1.5% mindshare. Search marketers should focus on how search can ad value to existing advertising mediums and can be sold as a research tool.
  • The US has a greater buy-in from senior management. This could be due to an increased understanding/awareness of the technology, or better and more organised education.
  • Integrated search is set to be a huge growth area, both in the form of integrated digital campaigns (SEO, PPC, Digital PR) and also increased synergy between online and offline PR.
  • 46% of respondents to the Guava/E-Consultancy Research were spending a minimum of £10,000 p/a on SEO.
  • 32% are spending a minimum of £100,000 on paid search.
  • 55% of companies predict an increase in SEO spending despite current economic conditions.
  • SEMPO research indicates a shift from paid search back into natural search.
  • SEO is increasingly being used for branding as well as direct response advertising being driven by an increase in local, video and news results visibility.

Keyword Research Tips And Advice

  • Download the Microsoft adCenter Excel Add-In for keyword research. This will help to quickly build keyword lists and give additional demographic information.
  • Don’t just use traditional tools for keyword research. Initial brainstorming with client sales teams is usually an untapped resource for potential keywords, as well as looking at internal site search queries.
  • The credit-crunch has altered search behaviour. Consumers are searching more, researching more but buying less.
  • There has been a 3-fold increase in informational and a fall in navigational search queries. Less brand searches, more price-led queries.
  • Optimise category pages for plural search keywords, product pages for the singular.
  • Use Google Trends to find and keep ahead of topical search terms in your industry.

SEO

  • Wordle is a great tool for finding which keywords a site/page has been optimised for.
  • Using a keyword site:domain.com query you can find the most important pages on your site for a specific keyword.
  • Mis-spellings can be targeted using a glossary or a ‘similar searches’ widget.

Link Building

  • Before releasing online PR/link bait you must understand the reasons that people link to pages. If your content doesn’t encourage people to link in some way, then it isn’t linkbait.
  • A successful linkbait article has an average of 2.7 seconds to grab a bloggers attention. The solution to retaining this attention? A Great Headline. These great headlines should be continued into the subject of the text, and should also be continued into the headlines of whichever social media distribution channel you choose (Twitter, Digg, StumbleUpon etc).
  • Websites Don’t Link to Websites- People link to other people’s work. To improve the response from your linkbait, look into the mindset of the blogger reading your piece- why would you link to it if it was your blog?
  • Discussion sparking content – Create content that can spark controversial discussions. Not everyone in your industry will always have the same view, and providing content that sparks such discussions allows readers to get involved in the discussion. Invite other bloggers to get involved in the conversation (subconsciously inviting the blogger to link to the discussion and make a comment on the discussion on their own blog).
  • Actively promote your own content. Build a directory of targets and inform them when you publish linkable content to increase the take-up rate.
  • Link your articles with current affairs, topical news stories, or hot topics in your industry to increase the chances of publication.
  • Link building is very much dependant on the kind of website you’re working on. Big brands can get away with a far lower link quality than smaller companies and brands.
  • Analise the current inbound links- Big brands should have a range of authoritive links, meaning less authoritive links with optimised anchor texts can help when optimising for a particular phrase.
  • Install ‘Links From Images’ Plugin on WordPress. People still hotlink images… why not provide them with the HTML code and include a link back to the page the image.
  • Where possible, remove all social media buttons (‘tweet this’ buttons etc) on linkbait articles- remove the option for visitors to share the content on other networks to encourage linking to the article instead.
  • Six degrees of seperation works online… target the bigger sites in the industry that the smaller bloggers will read to get links from both the bigger and smaller blogs (and scraper sites!)
  • Build a Promotion Network-
    1. Research sites in the industry and see what they link to
    2. Create an email list
    3. Create the linkbait article
    4. Social media promotion- this is mainly for show- the more powerful links will come from the bloggers you email directly
    5. Send a personal email to the bloggers on your email list informing them of the post ahead of the buzz
    6. Watch the links come in
    7. Show gratification- thank the bloggers and show gratification (Tweet/Stumble/Digg their post in return)

Social Media

  • Social media is now sending significant amounts of traffic to many sites, for the right industries/demographics it’s crazy to ignore it.
  • Utilising Facebook connect and the Twitter API is an excellent way of encouraging your visitors to interact on social sites and linking that interaction with your brand.
  • Use the RIOT principal – Relevant Interaction = Optimised Traffic – Massimo Burgio
  • Bear in mind the 4 P’s of social media – Passion, Proactively, Perseverance and Patience
  • Twitter may well become more important in the search engine world as it starts to index the content of links in tweets and starts to rank these.

Reputation Management

  • There are several basic strategies for dealing with negative listings in the search results. 1) Legal action 2) Purchasing the offending site 3) Organic strategies to push other listing above it 4) Paid listings to argue your case/divert attention5) Hacking – not recommended!
  • Resort to legal action only if sure of your legal footing and as a last resort. It’s very easy for aggressive tactic to blow-up in your face.
  • Sometimes authority domains that have negative listings may also contain positive pages that can easily be used to replace the negatives.
  • Reputation management shouldn’t just be thought of in crisis situations. Effectively monitoring and managing online reputation before a crisis occurs can save time and money later.
  • Bear in mind that if people want to look hard enough for negative stories and articles, they will find them.

Analytics

  • SEO is not a ‘free’ medium – everything has an ROI that should be measured.
  • When monitoring the performance/conversions of large groups of keywords, separate them out into groups for more manageable analysis – Top 10, Top 100, Top 1,000 and 1,000+
  • Brand engagement can easily be worked out using BE = #brand searches + #direct visits / #search visits + # direct visits
  • Another metric worth measuring is the % of pages yielding search traffic. Consider replacing or amending under-performing pages.
  • Link building counts are a metric that people should be using. The most accurate tools for tracking this are Linkscape and Google Webmaster Tools.
  • Use the 2nd page traffic filter to spot keywords sending you traffic from the second page of search results. Pushing these phrases onto the first page are your low-hanging fruit.
  • Use multi-touch tracking to find the initial referrer for a sale rather than the final one. Often a sale initially comes from a long tail search query, then possibly a branded search or PPC ad which then incorrectly gets the credit for the sale.

Digital PR

  • Get Known- build a brand, attend conferences, seminars and other industry engagements. Comment in forums and become a noticed resource.
  • Build a Platform- Speaking slots, interviews, trade shows. Announce your presence at these industry events ahead of time
  • Find industry news and get on it

Presentations/Write-Ups Currently Available Online

Dean Chew – What’s New With Social Media?
Lyndon Antcliff – Smash A Brick In The Face Link Building
Richard Gregory – The Latest Stats About The Search Engines
Patrick Altoft – Blow Your Mind Link Building Techniques
Ciaran Norris – Old Or New? The Future Of Media
Will Critchlow- Analytics Every SEO Needs to Know
Lucy Langdon- What’s New With Social Media?
Rich Cotton- Paid Search & Tricky Issues
Rob Ousbey- Brand & Reputation Management Strategies
Guy Levine- Writing Killer Search Ads
Massimo Burgio – What’s New With Social Media Marketing?
Richard Baxter – Diagnosing Website Architecture Issues
Richard Gregory – Paid Search And Tricky Issues
Nick Abramovic – Multivariate Testing

Anything I have missed? Let me know :)

Matt

November 5th, 2008.

SMX London – 25 Killer Tips, Tools And Strategies

Having just got back from SMX London I thought that rather than be one of 50 recap blog posts I thought I would try to do something a little different.

Sitting though about 15 hours of presentations and Q&A over the past couple of days was no mean feat. I’ve got a lot of sympathy for people with a short attention span!

Taking this sentiment on board I have put together a list of the best hints, tips, tools and strategies from the past couple of days, not just from the speakers themselves, but also picked up from around the conference halls and bars.

  1. Download the Microsoft AdCenter Excel plugin for keyword research. It’s incredibly versatile, users can easily manipulate long keyword lists and data. It even goes as far as adding extra data sets into the mix by offering historical data and demographic breakdowns. Unfortunately, since the is currently still in beta UK specific data hasn’t yet been made available.
  2. In ushering in a new era of transparency MSN is giving users an unprecedented amount of access to actionable data though the impressive AdCenter labs, some of the best tools include,
    Detecting commercial intention based on a URL or keyword phrase.
    Keyword group detection tool for detecting related keywords.
    Search funnels, for visualising search sequences and search funnels.
    Ad text writer, for the lazy PPC marketer! Enter a page URL and it will spit out a list of ad text.
  3. MSNs webmaster centre is now displaying lists of pages your pages that are penalised, contain malware or link to pages that contain malware.
  4. “More than 60% of companies are planning to increase their PPC or SEO budgets in 2009″ Linus Gregoriadis. Recession? What recession?
  5. Keyword phrase composition – consider all of the elements that may make up your users potential keyword phrases.
    For example – Use (For school) + Action (Buy) + Price (Cheap) + Attribute (Black) + Brand (Sony) + Location (UK) + Quality (New) + Your Keyword.
    Consider the alternatives for each of these and build your keyword lists accordingly.
  6. There is a real lack of awareness of new UK laws (enforced by Trading Standards and The Office Of Fair Trading) that now make it illegal to offer fake editorial content, without first making this fact clear to the reader. This will also affect fake internet reviews, promotional blog posts and comments that don’t offer disclosure of payment. – Judith Lewis
  7. Although there is/was some obvious disagreement, the consensus is that owning the local TLD is by far the easiest way of of ensuring rankings in the correct local search engines. Other factors include local hosting, links, translation and address data in both the WhoIs and on the pages themselves.
  8. The Redfly Google Global Firefox extension is perfect for searching local versions of Google quickly.
  9. Linkbait – It is now vital to keep it on topic/niche. Wandering off topic may make things easier, but it’s probably tempting fate. Jane @ SEOMoz
  10. Facebook fan pages are live, indexed and the links are non-nofollow.
  11. The Forrester Groundwell tool is great for understanding the likely social media engagement level of your target market demographic.
  12. Social media campaigns must should be carefully planned – be sure that you know who your audience are, which social media channels they’re likely to use, the creative message that you want to get across and your delivery strategy – Ciaran Norris
  13. Vanessa Fox – Duplicate content across local TLD properties “should” be properly dealt with by Google, the correct verion “should” be delivered in the equivalent local version of Google. – Notice emphasis ;) Again, I would say to be sure to have key content rewritten.
  14. Use psychological hooks in your linkbait. Take your core niche and add in a social media angle – environment, politcal, geeky etc. Be aware of the linking demographic, they’re typically male, intelligent and tech savvy. Linkbait isn’t linkbait if it doesn’t elicit links! – Lyndon Antcliff, Cornwall SEO
  15. Use search operators to find expired pages such as keyword+”this page is no longer available” either, contact the page owners for them to add a link to content on your site, or, contact the sites linking to the expired page asking them to link to your content instead. Tom @ Distilled
  16. Keep an eye on competitor business closures or bankruptcy, this gives an opportunity to either buy they domain, or contact sites linking to them to link to your site instead. Wiep Knoll
  17. Use forums and similar Web 1.0 communities for user generated linkbait
  18. Always try to use your keywords in the article title of linkbait pieces – it really helps getting your keyword phrases in links.
  19. Try launching linkbait on forums before onto social sites. In this way you can test it’s effectiveness, get feedback, and frequently pickup better quality content.
  20. Avoid foreign links from foreign sites, in large quantities these can be an obvious flag for closer inspection. Jay @ LinkFish Media
  21. Some “killer” tools worth taking a look at – Linkscape, Majestic SEO, TubeMogul, Optilink
  22. Buying websites for SEO can provide a competitive advantage in terms of links, or 301 redirecting the site to pass domain trust/authority and the backlink profile. Use these tactics sparingly though, too many sites being redirected can lead to a search engine penalty. Concentrate on buying traffic and relevance over PR and backlinks.
  23. Web 2.0 linkbuilding! We’re moving away from Web 1.0 methods like exchanges, link pages, paid links and comment spam, and moving towards internal link optimisation, online PR syndication, targeted PR submissions, guest writing, linkbaiting and social media.
  24. When buying domains change ownership indicators slowly, things like Whois data, hosting, design and content should be left as long as possible and changes staggered, Google will zero any link and age benefits if there is an obvious change in ownership. DaveN
  25. Finding domains for sale – Google searches, forums, DMOZ listings etc Richard Kershaw

Thanks also to Rob, Bruno, Chris, Rob, Rishil and many other people who I had a lot of fun discussing all of this with!

Matt

September 4th, 2008.

Reputation Monitoring On The Cheap

Reputation management is going to be a massive growth area for brands over the next few years. Imagine the power in being able to monitor, track and aggregate everything that people are saying about your company and brand online, on blogs, websites, forums, everywhere in fact that your potential clients can find it. With more and more people researching potential purchases online it won’t just be useful to monitor online sentiment, it’ll become vital.

There are several free tools online that will help you to dip your toe into the world of reputation monitoring.

Google Alerts
This is something everyone should have setup. Google alerts will notify you by email every time they find a mention of a specific keyword anywhere online. By setting alerts for keywords like your company name, brand/product names, key staff etc you can keep track of when and why you’re getting mentions online. Key queries include [domain name], [domainname], [domainname.com], [your name], [Brand Name], [yourname], etc.

Google Blog Search
Play with the date parameters to see what people have been saying about your company in the past few days

Twing
Lets you find out what people have been saying about you on forums and discussion boards. Many companies keep a close eye on this and react to positive/negative comments.

Twitter Search
While Twitter is still quite new to a lot of people, it has a huge user base, and many larger tech and media companies are already using it to connect with their audience. Using Twitter Search you can monitor mentions of your company. Subscribe to the RSS feed to be alerted with new brand mentions.

Matt

June 24th, 2008.

Google Is More Than A Search Engine 10 Tools You Should Know

As well as being the United Kingdoms most used search engine with almost a 90% search share, Google also spend a considerable amount of time developing and making available free tools that will help a small business owner to develop and market their website. Below is a rundown of the more useful tools, an overview of how they work, and links to more in-depth tutorials and analysis.

Google Sitemaps (Webmaster Tools)
What is it? Google Sitemaps, recently renamed to Google Webmaster Tools is a control panel that enables you to access a multitude of information about your site and how it performs in the search engines. You are able to check when Google has visited your site, if there were any errors found while trying to index your pages, you are also able to submit a sitemap, download lists of internal and external links pointing at your pages, view search queries that people used to find your content, set a geographic location and a preferred domain. Signing up to this really is a must considering the extra data and functionality that it gives you access to.
Key Benefits: Quickly diagnose indexing problems with the site, add a sitemap.
Further Reading:
Google Webmaster Tools – A Quick Start Guide
Google Webmaster Tools – A Comprehensive Guide

Google Trends
What is it? A good way to comparatively track keyword search volume over time. Not sure which keywords people search for more? Just enter them into here and you’ll know within seconds. Data is also given about the geographic regions that search for terms the most and also how often they appear in Google news.
Key Benefits: A quick check to ensure that you’re targeting the correct keywords.
Further Reading:
Using Google Trends For Search Engine Optimisation
Using Google Trends To Help Guide Your SEO
Using Google Trends To Research Your Brand

Google Trends For Sites
What is it? A very similar tool to Google Trends, though this can be used as a competitive analysis tool. You can check to see traffic levels for sites as well as some basic visitor data such as geographic location, top searches and additional visited sites.
Key Benefits: Competitive analysis
Further Reading:
Google Trends For Websites
A New Layer To Google Trends
Google Trends Comes To Websites

Google AdWords Traffic Estimator
What is it? Another good way of seeing how much traffic certain keywords can potentially send. Although this is aimed at people using the Google PPC service, you can also use it to estimate how many visitors you will receive from the natural results.
Key Benefits: Access to Google keyword search data
Further Reading:
The Traffic Estimator
Google AdWords Traffic Estimator Explained

Google Analytics
What is it? A free web traffic analytics package. By adding a short snippet of code to your page Google will track important visitor data including metric such as visitor numbers by date and time, referring sites, keyword data, geographic location and content analysis amongst others. In terms of gathering important marketing data about your site getting this installed is a must.
Key Benefits: Access to important visitor metrics
Further Reading:
Google Analytics Setup Guide
Google Analytics Video Tutorials
Advanced Use Of Google Analytics
Google Analytics Relaunched

Google Alerts
What is it? Google alerts monitors the web for mentions of a keyword that you define, and then sends you an email when it picks up on mentions of this keyword. Where this comes into it’s own for a business is you can define your business name, products, brand names and key staff as keywords and then monitor your companies reputation online and take action if there is any negative publicity, or simply monitor what people are saying about you. How about also monitoring your competitors to see what they’re up to?
Key Benefits: Instant notification of brand mentions
Further Reading:
Using Google Alerts For Intelligence Gathering
Google Alerts Tutorial To Help You Stay Ahead Of The Curve
8 Unique Ways To Use Google Alerts To Capture New Customers

Google Maps
What is it? As well as being an ingenious way of finding your way around, getting directions and spying on the neighbours, Google Maps can also be used to find local business and therefore have people find you. Go here to assign a geographic location for your business. These also show up in the main Google search results.
Key Benefits: Have people find your website while doing geographic location searches.
Further Reading:
How Do I Add My Business To Google Maps?
Google Maps – A Primer For Small Business

Google Reader
What is it? Don’t use RSS feeds to keep up-to-date with your industry news? Then you’re missing a trick. RSS feeds provide a great way of saving time by having news come directly to you rather than having to go to websites to read it yourself. Most websites these days offer RSS feeds, simply copy the RSS feed URL, add it to Google reader and every time a website is updated you’ll know about it instantly.
Key Benefits: Industry news sent directly to you as it happens.
Further Reading:
How To Get Started With Google Reader
A Beginners Guide To RSS And Google Reader
Get More From Google Reader

Feedburner
What is it? Acquired by Google last year, Feedburner is a tool that enables you to track subscriptions to your RSS feed – if you publish one on your website. It also offers some nice stats and good ways of promoting your feed.
Key Benefits: Understand more about your feed subscribers
Further Reading:
Feedburner Help Centre
What Is Feedburner And Why Should I Use It?
The Beginners Guide To Using And Building Traffic With Feedburner

Google Website Optimiser
What is it? This gives you the ability to fine-tune your website, comparing the performance of different content and pages, A/B testing these page versions and then offering results and reporting.
Key Benefits: Ensuring that your pages are generating the highest possible conversion rates
Further Reading:
Quick Start Guide
A First Look A Google Website Optimiser

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