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 au...
© 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...
© 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...
© 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.  Understand...
© 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 26
Brand image/
© 2014 Brandwatch | www.brandwatch.com 27
Brand image/
© 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.  Fi...
Say hi/
34
Email /adam@brandwatch.com
Web /http://www.brandwatch.com
Twitter @edwardsadam/@brandwatch
Telephone /
US: +1 9...
Upcoming SlideShare
Loading in...5
×

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

210

Published on

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?

Published in: Business, Lifestyle
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
210
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. Understanding Your New Social Audience 2014 Adam Edwards – www.brandwatch.com
  2. 2. © 2014 Brandwatch | www.brandwatch.com 2 Adam Edwards Senior Consultant - Brandwatch @edwardsadam @brandwatch / #brandwatch
  3. 3. © 2014 Brandwatch | www.brandwatch.com 3 The long and short of it/
  4. 4. © 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
  5. 5. © 2014 Brandwatch | www.brandwatch.com 5 The new audience
  6. 6. © 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
  7. 7. © 2014 Brandwatch | www.brandwatch.com 7 The myriad of social networks/
  8. 8. © 2014 Brandwatch | www.brandwatch.com 8 The process/ Understand Appeal Optimize
  9. 9. © 2014 Brandwatch | www.brandwatch.com 9 The process/ Find UnderstandAppeal Optimize
  10. 10. © 2014 Brandwatch | www.brandwatch.com 10 Finding & appealing
  11. 11. © 2014 Brandwatch | www.brandwatch.com 11 Finding your Phans/
  12. 12. © 2014 Brandwatch | www.brandwatch.com 12 Reaching them/
  13. 13. © 2014 Brandwatch | www.brandwatch.com 13 Understanding and Appealing/ •  Cater your approach to: •  Your new audience AND •  The specific social network
  14. 14. © 2014 Brandwatch | www.brandwatch.com 14 Challenges
  15. 15. © 2014 Brandwatch | www.brandwatch.com 15 The Burberry approach/
  16. 16. © 2014 Brandwatch | www.brandwatch.com 16 The role of the influencer/
  17. 17. © 2014 Brandwatch | www.brandwatch.com 17 The numbers/
  18. 18. © 2014 Brandwatch | www.brandwatch.com 18 The extent/
  19. 19. © 2014 Brandwatch | www.brandwatch.com 19 The extent/
  20. 20. © 2014 Brandwatch | www.brandwatch.com 20 Challenge -> Opportunity/ 1.  Real-Time response 2.  New audience 3.  Understanding worth
  21. 21. © 2014 Brandwatch | www.brandwatch.com 21 Numbers -> Data/
  22. 22. © 2014 Brandwatch | www.brandwatch.com 22 Numbers -> Data/
  23. 23. © 2014 Brandwatch | www.brandwatch.com 23 Numbers -> Data/
  24. 24. © 2014 Brandwatch | www.brandwatch.com 24 Numbers -> Data/
  25. 25. © 2014 Brandwatch | www.brandwatch.com 25 What if it all goes wrong?
  26. 26. © 2014 Brandwatch | www.brandwatch.com 26 Brand image/
  27. 27. © 2014 Brandwatch | www.brandwatch.com 27 Brand image/
  28. 28. © 2014 Brandwatch | www.brandwatch.com 28 Uh oh/
  29. 29. © 2014 Brandwatch | www.brandwatch.com 29 The reality/ = = 175,000 55,000
  30. 30. © 2014 Brandwatch | www.brandwatch.com 30 The reality/ = 5,500+ =+ 679
  31. 31. © 2014 Brandwatch | www.brandwatch.com 31 The reality/ = 10 ++
  32. 32. © 2014 Brandwatch | www.brandwatch.com 32 The reality/
  33. 33. © 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!
  34. 34. 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

×