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Identifying and Analyzing a target audience with Analytics

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Life As a Brandwatch Analyst
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Identifying and Analyzing a target audience with Analytics

  1. 1. #NYKLondon Identifying and analyzing a target audience with Analytics Use social Intelligence to Grow Your Business
  2. 2. #NYKLondon Session Agenda • The Business Case • The Use of Brandwatch Analytics • A Practical Example • Best Practices
  3. 3. #NYKLondon The Business Case
  4. 4. #NYKLondon Find Clients for your new products When Launching a new product or service for example, this can help you: • Find a list of potential new customers. For example – Pet owners who are interested in pet insurance. – Baking lovers, who watch the Great British Bake-off. – Football fans, who are looking for a new internet provider. • Create marketing content that is relevant to them.
  5. 5. #NYKLondon • Draw information in a matter of hours – No surveys to conduct – No focus groups to conduct – A virtually non-existent wait time • Know that your data is relevant and real time. Get Social Intelligence Fast
  6. 6. #NYKLondon Use Social Intelligence to Drive Business Growth • Shift from using social media intelligence as a monitoring tool, to a weapon of business intelligence. • Leverage the power of social media intelligence to reach your customers. • Use social media intelligence to find new customers and approach them the right way.
  7. 7. #NYKLondon Brandwatc h Analytics Comes in
  8. 8. #NYKLondon We’re launching a new product targeted at professionals who work in rough surfaces, such as: – Construction Workers – Welders – Electricians – Mechanics – Plumbers It would be nice to be able to find a list of these professionals’ twitter handles. And to know which type of content would be most effective for turning them into customers. If we were launching a new product...
  9. 9. #NYKLondon Analytics Methodology
  10. 10. #NYKLondon Finding your authors
  11. 11. #NYKLondon Extracting your authors
  12. 12. #NYKLondon Tracking those authors conversations
  13. 13. #NYKLondon Real Use Case
  14. 14. #NYKLondon • Launching a new Service to link up expats • Targeted only at English speakers • Software is ready to go… we need to find 200 expats to send pilot invitation to. Finding the Audience
  15. 15. #NYKLondon Applying the methodology
  16. 16. #NYKLondon Getting the data
  17. 17. #NYKLondon Backfill for a year
  18. 18. #NYKLondon A Bit of QA
  19. 19. #NYKLondon Evaluate Unique Authors
  20. 20. #NYKLondon How to find out what they talk about
  21. 21. #NYKLondon A recap
  22. 22. #NYKLondon A recap
  23. 23. #NYKLondon A recap
  24. 24. #NYKLondon How to find relevant content • We now have a list of expats to invite. • We now have a query that effectively tracks down EVERYTHING that these expats post on Twitter. • We can use Brandwatch Analytics to find marketing content that is relevant and appealing to them by using a few different dashboard components: – Twitter Insights – Topics Cloud – Entities (top hashtags, individuals, organisations)
  25. 25. #NYKLondon Topics Component
  26. 26. #NYKLondon Entities Component
  27. 27. #NYKLondon Twitter Insights
  28. 28. #NYKLondon Best Practices
  29. 29. #NYKLondon What to look out for • Watch out for sarcasm • Choosing authors who have posted few times about their profession or status • Exclude retweets (NOT raw: “RT @”) when trying to find your target population.
  30. 30. #NYKLondon Now You Know

Hinweis der Redaktion

  • To introduce myself first of all
  • Today we’re going to chat about

    The Business Case
    The Use of Brandwatch Analytics
    A Practical Example
    Best Practices

    I’m probably going to chat to you for about 20-25 minutes
  • Removing sarcasm
    For example if we were looking for people who love baking, we might have someone who is saying “OH I love baking, especially love it when”
    You can sort your authors by volume. So for example if you’re looking for an audience that is very actively talking about baking, if you sort the audience by volume you can see the people who are more enagaged in the topic you’re researching
    Exclude retweets

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