{"id":25999,"date":"2018-09-24T12:48:25","date_gmt":"2018-09-24T12:48:25","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=15771"},"modified":"2022-12-30T16:49:23","modified_gmt":"2022-12-30T16:49:23","slug":"monitor-product-launch","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/monitor-product-launch\/","title":{"rendered":"How to Monitor Your Product Launch: Lessons from #AppleEvent2018"},"content":{"rendered":"\n

Running a product launch can be one of the most stressful times in a marketer\u2019s life (that along with attempting to explain their job to their grandparents).<\/p>\n\n\n\n

You could spend weeks, even months preparing for a launch. You could try and anticipate for everything that could go wrong, but it\u2019s all over in one day – so there\u2019s only one shot to get it right.<\/strong><\/p>\n\n\n\n

One brand that consistently gets product launches right is of course, Apple.
Unless you\u2019ve been stranded on a deserted island for the last few weeks, there\u2019s no way you haven\u2019t heard about their much-anticipated yearly product launch keynote: #AppleEvent<\/strong>.<\/p>\n\n\n\n

Ever since the very first iPhone was announced at the first edition in 2007, the #AppleEvent has grown bigger and bigger every year to become the global rendezvous <\/em>that\u00a0tech aficionados cannot afford to miss<\/strong>.<\/p>\n\n\n\n

\"\"As you may have expected, there were hundreds of thousands of conversations about the event across social media and I listened to all<\/em>\u00a0of it –\u00a0using Mention of course.<\/strong><\/p>\n\n\n\n

\"New<\/a><\/figure><\/div>\n\n\n\n

Why you should monitor your product launch<\/h2>\n\n\n\n

As I mentioned earlier, it\u2019s extremely important that brands get their product launches right. Why?<\/p>\n\n\n\n

  1. They send a powerful message<\/strong> to their market and target audience: how good is the brand at innovating? Are they bringing something new?<\/li>
  2. They take a lot of time and resources to prepare, therefore, can be very, very costly<\/strong>.<\/li>
  3. Conversations about them will tell you a lot about your audience and users.<\/li><\/ol>\n\n\n\n

    But in order to ensure your launch goes smoothly, you need to know what people are saying about it.<\/p>\n\n\n\n

    This is where media monitoring<\/a> comes in.<\/p>\n\n\n\n

    No matter how much you thought you hit it out of the park, only numbers and data will speak for the true success of your event.<\/p>\n\n\n\n

    Quick tip for those already using an online monitoring tool:<\/em>
    In this particular situation, we won\u2019t just be monitoring the term \u201cApple\u201d.<\/em>
    When tracking such a generic keyword, you need to be very specific or you\u2019ll end up monitoring conversations that aren\u2019t relevant to you.<\/em>
    To conduct this analysis, I used the following keywords:<\/em>
    #AppleEvent<\/em>
    iPhone (XS, XS Max, and XR)<\/em>
    Apple Watch<\/em>
    And narrowed my analysis to a specific time period (September 10th to September 15th) to eliminate as much noise and bias as possible.<\/em>
    Having said that, the hashtag and product names to monitor made it really easy for me. If I wanted to monitor the \u201cApple\u201d brand, and nothing else, an advanced boolean search<\/a>\u00a0would have been necessary.<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    Before I set out to do my analysis, I compiled a few questions that I wanted to answer about this event:<\/p>\n\n\n\n