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

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

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