Webinar: How to use social listening for campaign tracking

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Most marketers are now tracking brand mentions using social listening platforms.

Clever marketers are slicing and dicing this data to compare different campaigns within those mentions over time.

But the very best marketers are automating the amazingly advanced analysis they undertake to truly comprehend the effectiveness of their campaigns.

We want to show you how you can join them. In these webinar slides you'll discover:

- The role of sentiment analysis and how it can be effectively understood and used in campaign tracking
- How dividing and categorizing your brand mentions can help benchmark your marketing activity
- How to use advanced features such as Rules and categorization to segment conversation into meaningful and valuable buckets

The slides are suitable for both users of Brandwatch and those interested in how all social listening platforms can aid successful campaign tracking.

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Webinar: How to use social listening for campaign tracking

  1. 1. How to: Use SMM for campaign tracking Joel Windels Marketing Manager, EMEA joel@brandwatch.com | @linkyeah Kelly Autenrieth Technical Trainer kelly@brandwatch.com
  2. 2. • Tracking campaigns in the social media age • Going beyond counting mentions • Live demo of Brandwatch – categories and rules Coming Up 2 © 2014 Brandwatch.com
  3. 3. Don’t be shy/ We’d love your participation © 2014 Brandwatch.com • Ask questions in the session chat • Tweet about our discussion: A copy of this presentation and a recording of this webinar will be made available after the webinar 3
  4. 4. Campaigns in the social media age 4
  5. 5. 5 © 2014 Brandwatch.com What is a campaign?
  6. 6. 6 © 2014 Brandwatch.com Commercials
  7. 7. H&M USA @hmusa “All smiles from the first in line! We open our #HMTSQ store in less than 3 hours!” © 2014 Brandwatch.com7 Hashtags, emails, competitions etc.
  8. 8. © 2014 Brandwatch.com8 Celebrities lying down
  9. 9. 9 © 2014 Brandwatch.com 1 2 Conversation about H&M online
  10. 10. © 2014 Brandwatch.com10 1 2 1 2 Celebrity peaks
  11. 11. 11 © 2014 Brandwatch.com Just the relevant mentions
  12. 12. 12 © 2014 Brandwatch.com Celebrity mentions by volume
  13. 13. 13 © 2014 Brandwatch.com Multi-lingual data
  14. 14. 14 © 2014 Brandwatch.com Impact of celebrities by region
  15. 15. 15 Sentiment analysis © 2014 Brandwatch.com
  16. 16. 16 © 2014 Brandwatch.com Sentiment analysis
  17. 17. 17 © 2014 Brandwatch.com Intent to purchase
  18. 18. 18 © 2014 Brandwatch.com Intent to purchase
  19. 19. How to measure campaigns in Brandwatch 19
  20. 20. Fiat 500L: Global Ad Campaign © 2014 Brandwatch.com20
  21. 21. Q&A 21
  22. 22. 22 © 2014 Brandwatch.com

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