BDI 5/22 Social Media Marketing Forum for Beauty and Fashion - Understanding Your New Social Audience

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Presentation: Understanding Your New Social Audience Presented by: Adam Edwards, Senior Consultant, Brandwatch Fashion and Beauty brands are constantly exploring new ways to engage with their audience, but is anybody doing it right yet? And perhaps more importantly - what do the numbers really tell us? Drawing on Social-Analytics data, Adam will explore these issues, including: - How can brands balance the integrity of their brand with the need to move at the speed of social? - What's the impact of brand ambassadors in crisis scenarios? Where and who is the real audience, and are they really worth it?

Business Lifestyle

Understanding Your New Social
Audience
2014
Adam Edwards – www.brandwatch.com

© 2014 Brandwatch | www.brandwatch.com 2
Adam Edwards
Senior Consultant - Brandwatch
@edwardsadam
@brandwatch / #brandwatch

© 2014 Brandwatch | www.brandwatch.com 3
The long and short of it/

© 2014 Brandwatch | www.brandwatch.com 4
The plan/
•  The journey of your audience
•  Finding and appealing to that new audience
•  Dealing with the challenges and finding opportunities
•  Understanding the meaning behind the numbers

© 2014 Brandwatch | www.brandwatch.com 5
The new
audience

© 2014 Brandwatch | www.brandwatch.com 6
How your audience has changed/
Understand Appeal Optimize
Then Focus Groups Print Ads Sales Numbers
Questionnaires Commercials Viewers
Recent Forums Email Web Analytics
Search Blogs Feedback
Now Social Social Social
S
p
e
e
d

© 2014 Brandwatch | www.brandwatch.com 7
The myriad of social networks/

© 2014 Brandwatch | www.brandwatch.com 8
The process/
Understand
Appeal
Optimize

© 2014 Brandwatch | www.brandwatch.com 9
The process/
Find
UnderstandAppeal
Optimize

© 2014 Brandwatch | www.brandwatch.com 10
Finding &
appealing

© 2014 Brandwatch | www.brandwatch.com 11
Finding your Phans/

© 2014 Brandwatch | www.brandwatch.com 12
Reaching them/

© 2014 Brandwatch | www.brandwatch.com 13
Understanding and Appealing/
•  Cater your approach to:
•  Your new audience AND
•  The specific social network

© 2014 Brandwatch | www.brandwatch.com 14
Challenges

© 2014 Brandwatch | www.brandwatch.com 15
The Burberry approach/

© 2014 Brandwatch | www.brandwatch.com 16
The role of the influencer/

© 2014 Brandwatch | www.brandwatch.com 17
The numbers/

© 2014 Brandwatch | www.brandwatch.com 18
The extent/

© 2014 Brandwatch | www.brandwatch.com 19
The extent/

© 2014 Brandwatch | www.brandwatch.com 20
Challenge -> Opportunity/
1.  Real-Time response
2.  New audience
3.  Understanding worth

© 2014 Brandwatch | www.brandwatch.com 21
Numbers -> Data/

© 2014 Brandwatch | www.brandwatch.com 22
Numbers -> Data/

© 2014 Brandwatch | www.brandwatch.com 23
Numbers -> Data/

© 2014 Brandwatch | www.brandwatch.com 24
Numbers -> Data/

© 2014 Brandwatch | www.brandwatch.com 25
What if it all
goes wrong?

© 2014 Brandwatch | www.brandwatch.com 28
Uh oh/

© 2014 Brandwatch | www.brandwatch.com 29
The reality/
=
=
175,000
55,000

© 2014 Brandwatch | www.brandwatch.com 30
The reality/
= 5,500+
=+ 679

© 2014 Brandwatch | www.brandwatch.com 31
The reality/
= 10
++

© 2014 Brandwatch | www.brandwatch.com 32
The reality/

© 2014 Brandwatch | www.brandwatch.com 33
Recap/
1.  Find your new audience
2.  Understand how to appeal and engage
3.  Find opportunities from the challenges
4.  Move from numbers to data, because…
5.  The numbers lie!

Say hi/
34
Email /adam@brandwatch.com
Web /http://www.brandwatch.com
Twitter @edwardsadam/@brandwatch
Telephone /
US: +1 929 777 0487
Document Limitation
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
© 2014 Brandwatch | www.brandwatch.com

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