Brandwatch Masterclass: Expanding Your Audience

263 views
184 views

Published on

NY Masterclass Session, May 8

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

  • Be the first to like this

No Downloads
Views
Total views
263
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • - Target the brand Dunkin Donuts & certain competitors & conversations around the coffee industry
  • - a lot of true advocates are expressing their feelings on niche forums
  • - Did a top author trail off…find out why
  • The higher the score, the more legit your site
    Again, niche forums/blogs may have content from your truest advocates
  • Drill down into specific countries
  • - males are using DunkinDonuts hashtags
    - Maybe females are more into starbucks?
  • Set up rules to easily sort this data so it’s readily available when you log into BW
    Set up Alerts so you can be notified when these negative conversations are occurring
  • Efficiency & Responsiveness can win Customers
  • Conversations about coffee in general but not targeting a specific brand
  • Examples:
    Large percentage of your audience was student
    Share your Mugs
    Geo-Locate your fans – localize your content to certain areas (philly area)
  • Monetary value items are not the only thing to win over customers – Responsiveness is KEY
  • Brandwatch Masterclass: Expanding Your Audience

    1. 1. Brandwatch Masterclass /Expanding Your Audience Brit Ferguson brit@brandwatch.com | Tel: 646-568-6217 May 8th , 2014
    2. 2. Agenda © 2013 Brandwatch | www.brandwatch.com 2 •Finding Your Influencers •Learning more about your Audience •Identifying Sales Opportunities
    3. 3. © 2014 Brandwatch | www.brandwatch.com 3 Dunkin Data
    4. 4. 4 Finding Influencers © 2013 Brandwatch | www.brandwatch.com
    5. 5. Who? What? © 2014 Brandwatch | www.brandwatch.com 5 Influencers don’t just have to be a specific person • Authors •Sites •Conversations •Organizations
    6. 6. Metrics That Matter © 2014 Brandwatch | www.brandwatch.com 6 •Specific Author Metrics: • Followers: Total number of followers for that author. • Retweets: Total number of times that tweet has been retweeted • Influence: A Kred metric used to measure the influence of what others do because of you/your content (RTs, follows, @ mentions etc.) • Reach: Sum of the influence of the author and all the tweeters who retweeted the tweet.
    7. 7. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 7 •Top authors broken down by volume
    8. 8. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 8 •Top Tweeters & Top Blog Authors •Take advantage of broader social conversations
    9. 9. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 9 •Create an Author List •Break down that author list with charts
    10. 10. Where are People Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 10 Site Metrics •Mozrank: represents a link in popularity score and the importance of any page on the internet. •Visitors: Estimated number of times a unique visitor accesses a site. •Impact: Calculated by Brandwatch and is comprised of potential a mention has to be seen or how much a mention has been shared, viewed, or retweeted.
    11. 11. © 2014 Brandwatch | www.brandwatch.com 11 Learning About Your Audience
    12. 12. Trending Topics © 2014 Brandwatch | www.brandwatch.com 12 •What are people talking about
    13. 13. Sentiment Breakdown © 2014 Brandwatch | www.brandwatch.com 13 •What are people happy or not happy about
    14. 14. Location Data © 2014 Brandwatch | www.brandwatch.com 14 •Where in the world are people talking about your Brand?
    15. 15. Audience Demographics © 2014 Brandwatch | www.brandwatch.com 15
    16. 16. © 2014 Brandwatch | www.brandwatch.com 16 Identify Sales Opps
    17. 17. Customer Care © 2014 Brandwatch | www.brandwatch.com 17 • Target customers experiencing service issues • Amplify people with good experiences
    18. 18. Target Your Competitors © 2014 Brandwatch | www.brandwatch.com 18 •Unhappy Customers •Competitors Missed Opportunities •Responsiveness!
    19. 19. Target Un-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 19 •Show Uncategorized Mentions •Create new influencers
    20. 20. Target Mis-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 20 •Frappuccino is a Starbucks product trademark
    21. 21. Content Strategy © 2014 Brandwatch | www.brandwatch.com 21 •Use social data to formulate and influence content strategy
    22. 22. Utilize Your Influencers © 2014 Brandwatch | www.brandwatch.com 22 •Get them to become ADVOCATES •Use those influencers to help grow your brand •Aim not just for volume of conversation but sentiment
    23. 23. Recap 23 • Find your influencers: Not just people and use them to your advantage! • Learn more about your audience: Who are they? What are they talking about? • Identify Sales Opportunities: create new customers © 2013 Brandwatch | www.brandwatch.com
    24. 24. © 2014 Brandwatch | www.brandwatch.com 24 Questions?
    25. 25. © 2014 Brandwatch | www.brandwatch.com 25 Thank You!!

    ×