Brandwatch Presentation at Monitoring Social Media Bootcamp 2010

What is Brandwatch? Brandwatch is a monitoring system adds structure to the Social Web by GATHERING DATA, PROCESSING it automatically to produce meaningful metrics for ANALYSIS GATHER ANALYZE 3 . 1 PROCESS 2

Getting the data - start with a query
(Currys OR Currys.co.uk OR www.Currys.co.uk OR Currysparcel OR Currysdeals) AND ("we live electricals" OR "Currys store" OR "home cinema" OR Hoover OR Hoovers OR iphone OR iPod OR iPods OR Ironing OR JVC OR Kettle OR Kettles OR "Currys stores" OR Keyboard OR Keyboards OR Kodak OR Laptop OR laptops OR Laundry OR LCD OR LED OR Lense OR Lenses OR Currys.co.uk OR LG OR Macbook OR "Memory Card" OR "Memory Cards" OR Microwave OR Microwaves OR MP3 OR "MP3 players" OR Netbook OR Netbooks OR "local Currys" OR Nikon OR Nintendo OR Nintendos OR Olympus OR Oven OR Panasonic OR PC OR PDA OR Pentax OR Peripheral OR www.Currys.co.uk OR Peripherals OR Philips OR Phillips OR Phone OR Phones OR Plasma OR Playstation OR Playstations OR Printer OR Printers OR b&q OR Processor OR Processors OR Projector OR PSP OR Radio OR Radios OR Refrigerator OR Refrigerators OR "Remote Control" OR Samsung OR currys OR Sanyo OR "Sat Nav" OR Scart OR Shaver OR SLR OR Sony OR Speakers OR Straightener OR Straighteners OR Television OR curry's OR Televisions OR Toaster OR Toasters OR Toshiba OR Trimmer OR Trimmers OR "Tumble Dryer" OR "Tumble Dryers" OR Vacuum OR Vaio OR dixons OR Video OR Viera OR Walkman OR "Washer Dryer" OR "Washing Machine" OR "Washing Machines" OR Wii OR Xbox OR "Currys santa" OR "santa Currys" OR dixon's OR …….

Get machines to do some work

Nice data, but no context

Fit it into the organisation

Categorise and Engage Positive Review Product Comparison Price Negative Review Customer Service Technical “ Which PC shall I buy from Currys and why? ” “ I was told that it is done so that retailers don't have to price match. naughty retailers!! ” “ This goes to show that Currys couldn't care less about customers ” “ Will Currys drop their price on this? ” “ Currys - fridge/freezer broken after 15 months ” “ looking around the Currys and Curry's website and reading reviews left by purchasers I opted to buy the Panasonic NN-A554W from Currys ” “ if you order online and collect in store you can save…” “ You need to contact XXX and then we can send someone round to have a look at it” “ We’re sorry to hear about that, if you let me know more details we will investigate further” “ It depends what you are using it for, the Acer is better for…”

Some numbers For one client, in a 6 month period Number of posts tracked ~100,000 Client alerted to 4,500 Actual engagements <2% Number of increased views 1,250k Increase in positive tonality 11% Decrease in negative tonality 25% ROI significant

Message
Getting good clean data from Social Media takes work
Numbers need organisational context
If you build an engagement process and measure the response
 +ve ROI
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Brandwatch Presentation at Monitoring Social Media Bootcamp 2010

by Our Social Times on Apr 01, 2010

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Brandwatch Presentation at Monitoring Social Media Bootcamp 2010 — Presentation Transcript