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Brandwatch Masterclass: Expanding Your Audience

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Brandwatch
Brandwatch

NY Masterclass Session, May 8

Soziale MedienTechnologieBusiness
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Brandwatch Masterclass /Expanding Your Audience Brit Ferguson brit@brandwatch.com | Tel: 646-568-6217 May 8th , 2014
Agenda © 2013 Brandwatch | www.brandwatch.com 2 •Finding Your Influencers •Learning more about your Audience •Identifying Sales Opportunities
© 2014 Brandwatch | www.brandwatch.com 3 Dunkin Data
4 Finding Influencers © 2013 Brandwatch | www.brandwatch.com
Who? What? © 2014 Brandwatch | www.brandwatch.com 5 Influencers don’t just have to be a specific person • Authors •Sites •Conversations •Organizations
Metrics That Matter © 2014 Brandwatch | www.brandwatch.com 6 •Specific Author Metrics: • Followers: Total number of followers for that author. • Retweets: Total number of times that tweet has been retweeted • Influence: A Kred metric used to measure the influence of what others do because of you/your content (RTs, follows, @ mentions etc.) • Reach: Sum of the influence of the author and all the tweeters who retweeted the tweet.
Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 7 •Top authors broken down by volume
Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 8 •Top Tweeters & Top Blog Authors •Take advantage of broader social conversations
Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 9 •Create an Author List •Break down that author list with charts
Where are People Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 10 Site Metrics •Mozrank: represents a link in popularity score and the importance of any page on the internet. •Visitors: Estimated number of times a unique visitor accesses a site. •Impact: Calculated by Brandwatch and is comprised of potential a mention has to be seen or how much a mention has been shared, viewed, or retweeted.
© 2014 Brandwatch | www.brandwatch.com 11 Learning About Your Audience
Trending Topics © 2014 Brandwatch | www.brandwatch.com 12 •What are people talking about
Sentiment Breakdown © 2014 Brandwatch | www.brandwatch.com 13 •What are people happy or not happy about
Location Data © 2014 Brandwatch | www.brandwatch.com 14 •Where in the world are people talking about your Brand?
Audience Demographics © 2014 Brandwatch | www.brandwatch.com 15
© 2014 Brandwatch | www.brandwatch.com 16 Identify Sales Opps
Customer Care © 2014 Brandwatch | www.brandwatch.com 17 • Target customers experiencing service issues • Amplify people with good experiences
Target Your Competitors © 2014 Brandwatch | www.brandwatch.com 18 •Unhappy Customers •Competitors Missed Opportunities •Responsiveness!
Target Un-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 19 •Show Uncategorized Mentions •Create new influencers
Target Mis-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 20 •Frappuccino is a Starbucks product trademark
Content Strategy © 2014 Brandwatch | www.brandwatch.com 21 •Use social data to formulate and influence content strategy
Utilize Your Influencers © 2014 Brandwatch | www.brandwatch.com 22 •Get them to become ADVOCATES •Use those influencers to help grow your brand •Aim not just for volume of conversation but sentiment
Recap 23 • Find your influencers: Not just people and use them to your advantage! • Learn more about your audience: Who are they? What are they talking about? • Identify Sales Opportunities: create new customers © 2013 Brandwatch | www.brandwatch.com
© 2014 Brandwatch | www.brandwatch.com 24 Questions?
© 2014 Brandwatch | www.brandwatch.com 25 Thank You!!

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Brandwatch Masterclass: Expanding Your Audience

  • 1. Brandwatch Masterclass /Expanding Your Audience Brit Ferguson brit@brandwatch.com | Tel: 646-568-6217 May 8th , 2014
  • 2. Agenda © 2013 Brandwatch | www.brandwatch.com 2 •Finding Your Influencers •Learning more about your Audience •Identifying Sales Opportunities
  • 3. © 2014 Brandwatch | www.brandwatch.com 3 Dunkin Data
  • 5. Who? What? © 2014 Brandwatch | www.brandwatch.com 5 Influencers don’t just have to be a specific person • Authors •Sites •Conversations •Organizations
  • 6. Metrics That Matter © 2014 Brandwatch | www.brandwatch.com 6 •Specific Author Metrics: • Followers: Total number of followers for that author. • Retweets: Total number of times that tweet has been retweeted • Influence: A Kred metric used to measure the influence of what others do because of you/your content (RTs, follows, @ mentions etc.) • Reach: Sum of the influence of the author and all the tweeters who retweeted the tweet.
  • 7. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 7 •Top authors broken down by volume
  • 8. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 8 •Top Tweeters & Top Blog Authors •Take advantage of broader social conversations
  • 9. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 9 •Create an Author List •Break down that author list with charts
  • 10. Where are People Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 10 Site Metrics •Mozrank: represents a link in popularity score and the importance of any page on the internet. •Visitors: Estimated number of times a unique visitor accesses a site. •Impact: Calculated by Brandwatch and is comprised of potential a mention has to be seen or how much a mention has been shared, viewed, or retweeted.
  • 11. © 2014 Brandwatch | www.brandwatch.com 11 Learning About Your Audience
  • 12. Trending Topics © 2014 Brandwatch | www.brandwatch.com 12 •What are people talking about
  • 13. Sentiment Breakdown © 2014 Brandwatch | www.brandwatch.com 13 •What are people happy or not happy about
  • 14. Location Data © 2014 Brandwatch | www.brandwatch.com 14 •Where in the world are people talking about your Brand?
  • 15. Audience Demographics © 2014 Brandwatch | www.brandwatch.com 15
  • 16. © 2014 Brandwatch | www.brandwatch.com 16 Identify Sales Opps
  • 17. Customer Care © 2014 Brandwatch | www.brandwatch.com 17 • Target customers experiencing service issues • Amplify people with good experiences
  • 18. Target Your Competitors © 2014 Brandwatch | www.brandwatch.com 18 •Unhappy Customers •Competitors Missed Opportunities •Responsiveness!
  • 19. Target Un-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 19 •Show Uncategorized Mentions •Create new influencers
  • 20. Target Mis-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 20 •Frappuccino is a Starbucks product trademark
  • 21. Content Strategy © 2014 Brandwatch | www.brandwatch.com 21 •Use social data to formulate and influence content strategy
  • 22. Utilize Your Influencers © 2014 Brandwatch | www.brandwatch.com 22 •Get them to become ADVOCATES •Use those influencers to help grow your brand •Aim not just for volume of conversation but sentiment
  • 23. Recap 23 • Find your influencers: Not just people and use them to your advantage! • Learn more about your audience: Who are they? What are they talking about? • Identify Sales Opportunities: create new customers © 2013 Brandwatch | www.brandwatch.com
  • 24. © 2014 Brandwatch | www.brandwatch.com 24 Questions?
  • 25. © 2014 Brandwatch | www.brandwatch.com 25 Thank You!!

Hinweis der Redaktion

  1. - Target the brand Dunkin Donuts & certain competitors & conversations around the coffee industry
  2. - a lot of true advocates are expressing their feelings on niche forums
  3. - Did a top author trail off…find out why
  4. The higher the score, the more legit your site Again, niche forums/blogs may have content from your truest advocates
  5. Drill down into specific countries
  6. - males are using DunkinDonuts hashtags - Maybe females are more into starbucks?
  7. Set up rules to easily sort this data so it’s readily available when you log into BW Set up Alerts so you can be notified when these negative conversations are occurring
  8. Efficiency & Responsiveness can win Customers
  9. Conversations about coffee in general but not targeting a specific brand
  10. Examples: Large percentage of your audience was student Share your Mugs Geo-Locate your fans – localize your content to certain areas (philly area)
  11. Monetary value items are not the only thing to win over customers – Responsiveness is KEY