Audience-based community management - Doing More With Social

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In this session we'll be discussing how Brandwatch Audiences can be used to better understand, nurture and grow your existing communities. Learn how to reach new audiences by identifying effective influencers, discovering new content marketing opportunities and using tactical paid advertising.

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Audience-based community management - Doing More With Social

  1. 1. Audience-Based Community Management Know, nurture and grow your online communities NICK TAYLOR/ PRODUCT MARKETING MANAGER
  2. 2. What is my Audience?
  3. 3. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM engaged authors target audience followers employees? Community Growth Paid Marketing Market Research Customer Service Social Selling PR & Reputation Advocacy Community Nurturing Organic Marketing
  4. 4. What is my Relationship with them?
  5. 5. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM engaged authors target audience followers employees It depends… (Potential) Customers Advocates Amplifiers Co-creators Collaborators Community Members
  6. 6. Defining my Audiences
  7. 7. Search is getting easier NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  8. 8. Knowing what (search) to search for NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Bio (Boolean) Tweets (Boolean) Gender Account Type Interests Professions Followers (Coming soon)
  9. 9. Combining search terms NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  10. 10. My Followers Community Managers UK Mentioned my # Individuals Male Interested in Follow Competitor USA NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Segment my Followers Discover new Target Audience Find Engaged Community
  11. 11. Organic Engagement
  12. 12. Bio: (love OR worm OR avid OR keen OR lover) AND (book OR books OR reading OR reader OR literature OR fiction) NOT (publisher OR published OR writer OR “wrote a book”) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  13. 13. Location: United Kingdom AND Bio: (love OR worm OR avid OR keen OR lover) AND (book OR books OR reading OR reader OR literature OR fiction) NOT (publisher OR published OR writer OR “wrote a book”) NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  14. 14. Create a Mood Board NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Trending Topics Content Trends
  15. 15. Create a Tastemakers Focus Group NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  16. 16. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Find the Right Time to Post
  17. 17. Create a Focus Group NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  18. 18. Plan a Campaign NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  19. 19. Measure the Engagement that Matters NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  20. 20. A Helping Hand
  21. 21. The Gold in your Audience The Right Insiders NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  22. 22. The Influence Score Discover the ‘Silver Tier’ • Potential Reach • Followers/Following • # of Lists • Activity • Engagement » RTs, Replies, Mentions » Influence of People Engaging NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  23. 23. Find the Influencers… That Grow Communities NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  24. 24. Never Miss an Important Moment NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  25. 25. An Extra Nudge
  26. 26. Tactical Targeted Ads on Twitter NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Pinpointing Infiltrating Retargeting
  27. 27. Export List Save 1 Column NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  28. 28. Upload to Twitter Ads Target “Tailored Audience” NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  29. 29. Boosting the #ArtOfBreakfast campaign • (Pay to) reach the right people • Benefit from free secondary reach • Follow up your press release ‘Using the Audience lists makes Twitter a more viable advertising platform for us because while our results from Facebook are far stronger in terms of CPM/CPC/CPV, Audiences helps us reach named influencers with Twitter Ads to get our content in front of the right people’ -Groupe Seb NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  30. 30. nickt@brandwatch.com @najttaylor Contact Nick Taylor Product Marketing Manager BRANDWATCH.COM
  31. 31. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM BRANDWATCH.COM | #NYKCONF

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