Read this case study to learn how mycleveragency used Brandwatch social monitoring & analytics to glean the most social insights possible about their current clients, potential clients and competitors. More info: http://bit.ly/1coK4QN

1. Case Study/
mycleveragency
An agency that stays
two steps ahead with
impressive insights
and real-time marketing.

2. Case Study/ mycleveragency
The Goal/
To Get Smarter, Faster.
mycleveragency is a unique and independent digital brand-building agency that teams up with companies to leverage all
forms of the social web.
Agency professionals eat, drink and sleep social media both at work and at play, placing themselves squarely in the category of
“social geeks.” They work extremely smart on social, leveraging the most socially clued up professionals and the best tools available
to generate conversations, stimulate word of mouth and build relationships on behalf of their consumer brand clients.
To improve business results, mycleveragency wanted to glean the most social insights possible about its current clients, prospective
clients, and even its competitors. Agency leaders felt that gaining broader and deeper social insights in these areas would help them
achieve three critical goals:
At a Glance/
1. Get an earlier jump on sales leads.
2. Improve the agency’s pitch success rate.
3. Obtain more sales leads and conversions during client campaigns.
The Challenge/
Gather Masses of Data and Deliver Pinpointed Findings.
To reach its goals, mycleveragency wanted to understand the broadest spectrum of consumer sentiment possible. “This
meant getting a handle on consumers’ current and historical sentiments toward brands and their various campaigns,” said
Tim Grimes, Strategy Manager at mycleveragency.
Client: mycleveragency ltd
Optimizing Marketing Campaigns
to Win More Business
Key
Founded:
2009
• Vastly improved consumer insights
among social and other online groups
Headquarters:
London, England
• Captured unique trend data and
conversations to demonstrate thought
leadership
• Complex and multi-layer queries to uncover valuable trends and nuances among different consumer segments.
• An easy-to-understand dashboard to allow any team member to deliver social insights.
• Streamlined reporting and charting to elevate key findings quickly and easily.
Audience:
Consumer Brands
The team was certain that an investment in the right platform would enable the agency to develop custom reports, data visualizations
and other data pieces to demonstrate mycleveragency’s social media thought leadership and marketing campaign acumen.
Industry:
Social Media Research
• Won new clients and improved
campaign success via demonstrated
social insights
Website:
www.mycleveragency.com
Services:
Social Media Strategy, Social
Marketing, Community
Management and Social
Thought Leadership
Brandwatch services: Social Media Monitoring, Social
Analytics and Channels
Grimes added, “We wanted to slice and dice data from as many sites as possible with complex queries that uncover the real golden
nuggets that inform client strategies.” However, Grimes knew that big data searches and analysis would overwhelm agency teams.
He quickly recognized the need for a better social media monitoring and analytics platform than the agency had been using.
mycleveragency had tried several different social media tools, but none provided the broad reach and detailed analysis the agency
required.
As they searched for a new social platform, mycleveragency focused on a list of critical requirements:
The Solution/
High Relevance Across the Broadest Spectrum of Social Channels.
After evaluating several vendors, mycleveragency chose the Brandwatch Analytics platform.
mycleveragency
utilized Brandwatch to
win global accounts across
13 countries
in 2013
“Even though the dashboard makes the platform look simple, it goes way beyond basic searches and lets us manage several
different query strings in one,” said Grimes. “Together with the quick-hit reporting and charts, Brandwatch’s versatility moves us to
the forefront of social media monitoring with ease.”

3. 05
Case Study/ mycleveragency
Six High Value Uses and
Agency Transformed
into a Sales Machine
The agency has found the platform
invaluable for improving its own lead
generation efforts. “Query strings set
up in Brandwatch let us monitor
conversations about brands and users
looking for our services,” said Grimes.
Once the team spots a qualified brand
lead, they monitor how that brand and its
competitors are perceived throughout the
online world. With a deeper understanding
of the various online communities, they
tailor a custom pitch that resonates with
both the brand advocates and the wider
audience. “We’ve won quite a few deals
by walking into a first meeting with a
brand and knowing more about their
audience than they do,” said Grimes.
The versatile Brandwatch platform gave mycleveragency
the agility to improve its business and the campaign
performance of its clients.
01
Better Understand
and Respond to
Consumers
mycleveragency obtains more
consumer perspectives and issues
than ever before on behalf of its brand
clients.
One such client is Gumtree, the UK’s
number one classifieds site, which
boasts approximately 14 million monthly
visitors and 34,000 new ads each day.
“To track consumer issues and sentiment
for such a broad-based customer
requires the refined and complex search
capabilities of Brandwatch Analytics,”
said Grimes.
“The boom in social media
isn’t over, and there are always
brands looking for a new agency
every day.” – Tim Grimes
Grimes continued, “We can monitor all
relevant social data and specific
conversations from one place and control
potentially damaging issues before they
escalate into something more severe.”
02
Capture Conversation
Proof Points to Gauge
Campaign Success
mycleveragency captures specific
conversations from the same
dashboard that provides other
Brandwatch functionality.
“When we superimpose actual
conversations over our trend data, we
can monitor some of the biggest
campaigns to understand how a
community has reacted and whether this
is something we can take learnings
from,” said Grimes.
03
Helping Prospects
and Clients Visualize
Campaign Results
The agency finds data visualization to be
a compelling tool for demonstrating
campaign effectiveness. “When it comes
to engaging prospects, we can blow their
socks off with Brandwatch-driven
custom reports. We feed them to our
design team to create smart, beautiful
and insightful content for prospective
and existing clients,” said Grimes.
04
Creating Content
From Trend Data
mycleveragency creates their own
“data pieces” and monitors trends
within the industry to help develop
cutting edge articles and gain
recognition as thought leaders.
This is made possible by using the
Brandwatch platform to monitor and
analyze conversations in 25+ languages
from 70 million social media sources.
These include blogs, communities,
forums and international sites such as
Sina Weibo and Renren.
“Sometimes we’ll need to dig around in
the archives to tap into more than 500
million conversations across the social
web,” explained Grimes.
“The Brandwatch platform discovers
meaningful conversations around our
clients with filters including keywords,
location and language,” he added.
In the process of monitoring and
analyzing consumers during a campaign,
the agency scans conversations and
sentiments for specific sales
opportunities on behalf of the brands.
“With all our clients, helping increase
sales leads and conversions is one of our
core KPIs,” said Grimes.
Going back to the Gumtree example, the
agency monitored the automotive ad
category as a key focus for classifieds
directory. By listening to conversations –
not just across social sites but also in
forums – the team gained knowledge of
users’ most discussed topics. “It also
allows us to reply to appropriate users
where needed,” said Grimes.
06
‘Real-time Marketing’
mycleveragency can now report and
track campaign success in real time and
participate in events and conversations
as they occur. This enables the agency
and its clients to deliver the right content
to the right online users at the optimal
stage of the consumer lifecycle. “Using
real-time marketing, we reach consumers
who wouldn’t have previously approached
the brand. That alone is worth the
Brandwatch investment,” said Grimes.

4. “ Brandwatch has allowed us
as an agency to help service
clients beyond expectation
as well as being instrumental
in the research stage of the
pitching process for new
business - the detailed
insights helped us to gain a
greater understanding of
potential clients.“
Rob McNair
MD, mycleveragency
mycleveragency
Brandwatch
mycleveragency is a global social
media agency.
Brandwatch is a leading provider
of social media monitoring and
analytics solutions.
They build relationships and
conversations between brands,
customers and their friends.
The agency has clients across
industries and includes Nikon, Bench
Clothing, schuh, Visit England, Curvy
Kate & Gumtree.
For more information, please visit
http://www.mycleveragency.com
More than 700 global brands and
agencies use Brandwatch, relying on
a broad range of social coverage and
highly reliable, spam-free data to
monitor online conversations. As a
result, organizations can glean insights
around their brand interests, conduct
market research, predict market
trends, and more actively engage
influencers, customers and prospects.
A global company, Brandwatch
is headquartered in Brighton, UK
and has offices in the United States
and Germany.
For more information, please visit
www.brandwatch.com
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