CATEGORY 19: Best new product or service
SPONSORED BY
WINNER: Prompt Communications
PRODUCT: Prompt Blog Monitor
ver recent years the popularity of other clients with
O
blogging has grown rapidly as many a powerful tool for
people use the web as an opportunity quickly and easily
for publishing their opinions.The importance of finding out what
bloggers as an influence on markets has people are writing
therefore come to the attention of public about their
relations and marketing professionals. brands online.
Because blogging is easy,there is an ever- Trawling the
increasing number of blogs catering to a broad Internet manually
spectrum of niche audiences.While even the for fresh,relevant
most popular of bloggers may not reach the coverage can be a
kind of massive audiences enjoyed by time-consuming
conventional media entities such as television and frustrating
networks and newspaper publishers,the sheer process.Businesses
number of blogs means that collectively they may want not only
command a massive readership. comment about
In addition to the phenomenal growth of their own brands,
blogs,the Internet has seen an explosion of but also know what
Web 2.0 ‘social media’services such as is being said about their competitors.They by a leading employment agency which had
YouTube,Flickr and Digg which are may also want to track coverage of particular struggled with blog monitoring tools because
enormously popular.A story which makes it industry issues or topics.Complex monitoring the bulk of results it reported were online
onto the front page of Digg.com,for example, requirements may take hours to compile recruitment ads which featured the client’s
is likely to be duplicated on hundreds and by hand. name.The Prompt Blog Monitor eliminated
possibly thousands of other websites. the problem,showing only genuine blog posts
Keep it simple
Professionals in the PR and marketing about the client,while blocking spam and
The key aspect of Prompt Blog Monitor is its
industries have become aware that they should recruitment ads.
simplicity.It examines a wide range of online
be paying attention to what bloggers are
sources,aggregates relevant comments and Ease of use
saying,but many lack the time,knowledge or
presents them to the client in a single,easy-to- Apart from problems with what online blog
technical skills to monitor the emerging media
navigate web portal.The service is managed by monitoring tools find,they can also be quite
networks,and there are practically no blog
a team of consultants with strong social media difficult to use.They are not targeted at PR and
monitoring services available specifically for
expertise,which means clients receive more marketing professionals and so require a
professionals in these sectors.
relevant results than they would from a fully certain degree of technical configuration by the
Internal origins automated monitoring service.Clients log into user.The Prompt Blog Monitor requires no
In response to a request from a blue-chip their customised portal and get an up-to-the- technical capability on the client’s part.After
enterprise software vendor to help it track its minute snapshot of all relevant coverage in a an initial consultation to determine a business’s
brand reputation among technology bloggers, matter of seconds.In addition,the service requirements,the service is entirely configured
Prompt Communications developed the Prompt includes daily email alerts as a standard and managed by Prompt Communications.
Blog Monitor service.It was initially intended to feature,so the subscriber receives a coverage PR and marketing professionals are under
be an internal tool to enable Prompt to monitor summary into their inbox every day. increasing pressure to demonstrate they are
blogs on behalf of its client.However it soon While there are online tools available which aware of comments and opportunities in the
became clear that the service would provide enable users to track blogs,such tools are blogging and social media networks.The basic
often unable to Prompt Blog Monitor service enables them to
distinguish between demonstrate they are monitoring ad hoc online
genuine blog posts opinion for an affordable monthly fee.In
and spam or other addition to this,the optional weekly and
advertising,which monthly reports provide detailed analysis of
means the user still the coverage,highlighting potential problem
has to spend time areas and recommending possible actions.
separating out The real value of Prompt Blog Monitor is
important that it removes the complexity associated with
information,which monitoring brand reputation in blogs and
can go straight into social media.Many PR or marketing
the bin.The Prompt professionals find this area bewildering but it
Blog Monitor service needn’t be so.The tool is designated to take
avoids this.For care of all the complicated stuff while
example,Prompt was marketers can get on with their job of using
recently approached the results.
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For more information on the winners, go to www.b2bm.biz/awards
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