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Leveraging Insights with Creative Segmentation

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Lydia Shaw, Brandwatch

Veröffentlicht in: Technologie
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Leveraging Insights with Creative Segmentation

  1. 1. #NYKLondon Leveraging Insights with Creative Segmentation
  2. 2. #NYKLondon Agenda Objective: Learn what rules, categories and tags are, and see creative ways Brandwatch Data Analysts have leveraged these tools to find compelling insights. Section One: Definition • What are rules, categories and tags? Section Two: Best Practices • Rule writing tips • Discovery and inspiration for segmentation ideas Section Three: Use Cases • Competitive rules • Owned vs. earned content • Selectively excluding data
  3. 3. #NYKLondon Definition
  4. 4. #NYKLondon Rules, Categories & Tags
  5. 5. #NYKLondon Rules, Categories & Tags
  6. 6. #NYKLondon Best Practices
  7. 7. #NYKLondon Best Practices: Context
  8. 8. #NYKLondon Best Practices: Inspiration Work Backwards • What is my company/team strategy? • What are my goals? • What are the business outcomes I need to create? • What problems do we currently face? • How can smart segmentation address these needs and gaps?
  9. 9. #NYKLondon Best Practices: Inspiration
  10. 10. #NYKLondon Best Practices: Inspiration
  11. 11. #NYKLondon Best Practices: Inspiration Let the data guide you
  12. 12. #NYKLondon Best Practices: Inspiration Let the data guide you
  13. 13. #NYKLondon Best Practices: Inspiration Let the data guide you
  14. 14. #NYKLondon Best Practices: Inspiration Let the data guide you
  15. 15. #NYKLondon Best Practices: Inspiration Let the data guide you
  16. 16. #NYKLondon Best Practices: Inspiration
  17. 17. #NYKLondon Best Practices: Inspiration
  18. 18. #NYKLondon Best Practices: Inspiration
  19. 19. #NYKLondon Best Practices: Inspiration
  20. 20. #NYKLondon Use Cases
  21. 21. #NYKLondon 1. Competitive Segmentation
  22. 22. #NYKLondon Why? • You can compare a share of voice with a competitor based on query volumes, i.e. how many times has my brand been mentioned online vs. how many times my competitors have been mentioned online? • Sometimes it may be more accurate to compare the number of mentions a competitor has within your own brand query, i.e. which competitors are being mentioned the most within the conversation about your brand?
  23. 23. #NYKLondon 1. Competitive Segmentation Competitor Share of Voice by Query Volume
  24. 24. #NYKLondon 1. Competitive Segmentation • Question: Across all Ben & Jerry’s conversation, which competitor is most commonly mentioned? • Solution: Competitive Rules + Category overlaid on Ben & Jerry’s Brand Query
  25. 25. #NYKLondon 1. Competitive Segmentation Competitor Share of Voice Within Query
  26. 26. #NYKLondon 1. Competitive Segmentation Competitor Share of Voice Within Query
  27. 27. #NYKLondon 2. Owned vs. Earned Categories
  28. 28. #NYKLondon Why? • Owned content: Content online written by you, either from your social accounts or on your own website • Earned content: Content online written by other people, excluding any content written by you, i.e. all of your mentions excluding your owned content • This allows you to compare topics from your owned channels vs. your audience, or whether your owned channels are effective in generating engagement for example
  29. 29. #NYKLondon 2. Owned vs. Earned Categories
  30. 30. #NYKLondon 2. Owned vs. Earned Categories
  31. 31. #NYKLondon 2. Owned vs. Earned Categories
  32. 32. #NYKLondon 2. Owned vs. Earned Categories
  33. 33. #NYKLondon 2. Owned vs. Earned Categories
  34. 34. #NYKLondon 2. Owned vs. Earned Categories
  35. 35. #NYKLondon 2. Owned vs. Earned Categories
  36. 36. #NYKLondon 3. Selectively Excluding Data
  37. 37. #NYKLondon Why? • You may wish to exclude a particular topic from your data temporarily, or just in one section of your dashboard • The best way to do this is to exclude a tag or category as a filter from your component, tab, or dashboard
  38. 38. #NYKLondon 3. Selectively Excluding Data
  39. 39. #NYKLondon 3. Selectively Excluding Data
  40. 40. #NYKLondon 3. Selectively Excluding Data
  41. 41. #NYKLondon 3. Selectively Excluding Data
  42. 42. #NYKLondon 3. Selectively Excluding Data
  43. 43. #NYKLondon 3. Selectively Excluding Data
  44. 44. #NYKLondon Now You Know
  45. 45. #NYKLondon Questions?

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