Case Study: MPAA
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Hear how one of Brandwatch's longest running clients has evolved their use of Brandwatch from the work they do with analytics, to myriad other ways they partner with Brandwatch to go beyond data.
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Case Study: MPAA
- 1. NOT JUST METRICS Kyle Scriven Motion Picture Association of America
- 2. AGENDA 01. Intro 02. Why MPAA A bit more about me What kind of data is important to us? 03. Partnerships 04. Q&A Why do all the work yourself? Shoot.
- 4. Don’t judge me. Sports Nomad 4 I’ve worked in Digital for nine years. Senior Director, Digital at MPAA 01 02 Dual-citizen 03 ABOUT me. Don’t judge me. Sports Nomad
- 5. The work How we use Brandwatch Analytics
- 6. Analytics should be the backbone of any good Communications or Marketing strategic planning. You don’t need me to tell you that though. But don’t just limit it to that. How we use it. MPAA has been a Brandwatch customer since 2012 Traditional insights and data The fun stuff ANALYTICS PARTNERSHIPS
- 7. 7 This was done with Brandwatch’s managed services team. How about an Audit? Best to find out what people are saying first.
- 8. 8 Ratings discussion was almost equal to the amount of conversations surrounding our anti-piracy efforts. Actually the split was very different Piracy Policy Ratings
- 9. As a trade organization, we constantly try to be aware of the conversation around our important issues. It informs when we decide to interject, and the influencer tagging allows to understand how a particular conversation is spreading Issue Tracking
- 10. Fun stuff How We Use Brandwatch as a Partner
- 11. 11 A co-branded effort with Brandwatch to try to predict Oscar winners through levels of online conversation. What We Did 01 Highly successful with our picks. 86% Accurate 02 Placements in EW, Popular Science, ClickZ, Geek, Read Write and more. Great Press Coverage 03 Social Oscars.
- 12. 12 Social Awards Season Predict them all Totally revamped the creative and went expanded our universe of Awards shows
- 14. ARCHIE Brandwatch is helping us create the structure for streamlining our online monitoring across international offices Global Social Media Monitoring 01 Early stages of working to pull all of our varied communication efforts into one set of metrics to determine value Universal Metric/ROI 02 Upcoming Tasks
- 15. Questions?
Editor's Notes
- So I’ve worked in Digital for just about 9 years. I started at a Social Media Marketing agency in 2007…back when a large part of our publishing strategy for clients involved posts in forums and on message boards.
- So I’ve worked in Digital for just about 9 years. I started at a Social Media Marketing agency in 2007…back when a large part of our publishing strategy for clients involved posts in forums and on message boards. Right now I oversee all digital aspects of the organization, domestically and abroad (we have offices in Singapore, Brussels, Brazil, Mexico and Toronto), This involves Website design, social media platform creation, and overall digital communication strategy. In my time here I’ve built out 3-4 new social media platforms and launched four new or redesigned sites I love each of these teams dearly, and most times when I login to Brandwatch, I just want to track sports conversation more than anything else. I can explain these team allegiances afterwards if any of you really care. And in the lackadaisical way that permeates island life, while I was born here in the US, I’m also a citizen of the Bahamas With a Bahamian passport and everything to prove it. Lastly, I have a lovely wife, who would be mortified if I shared her picture publicly with a bunch of strangers.
- So let’s get into the meat of the work we do with Brandwatch
- One of the first things I did upon getting to the MPAA was to go under contract with Brandwatch. There are two main things that the MPAA, a trade organization, does with Brandwatch. Analytics, which is pretty obvious and then Partnerships and projects, which is probably a little less obvious. So I’ll start at the beginning. I get to the MPAA in the fall of 2012, and the first thing on my mind is trying to figure out where to start. We had so far to go, so many things that people in our company wanted to try out. Also, there’s the thing you always feel at a new company…how can I quickly prove my worth/make some kind of impact?
- I talked to a few people I really respected, but I’d already kind of had the idea that an audit was an important benchmark to start out with Before I got started on building up our social media presence, I wanted to see what the prevailing conversation was up to that point. (Include image from deck in here somewhere). Many of my new colleagues were convinced that the majority of online conversation related to our issues.
- However, the strong majority of conversation was actually about our ratings system. Brandwatch reporting helped me disprove a longstanding internal myth shortly after I started there.
- Like most trade organizations, we represent our member’s interests on a variety of issues, one of the main functions of the site. This is a little hard to see, but it’s a dashboard related to conversations around Fair Use, something we are very interested in as an organization. That massive spike in late March is the result of a thunderclap campaign When we come to consensus with our members, we will react to things, a lot of times though it is extremely helpful to just understand how a conversation is spreading
- Now let’s take a look at some of the partnerships we’ve done Brandwatch so far. We try to be creative, and judicious in our digital engagements.
- Great press coverage (EW, Popular Science, Read Write Web and a bunch more) 86% accurate (better than anything else that year) Most importantly, it got great response from our member companies It worked out so well, that we doubled down the next year
- We liked the first project so much, that we decided to go all-in and use online conversation to predict the outcomes of all of the major film award shows (Globes, SAG, PGA, DGA, Oscars) Amazingly well designed But we learned something that we probably could have researched beforehand...no one talks about the SAG, PGA or DGA awards ahead of time
- In the summer of 2013, we decided to sponsor a lounge at SXSW 2014. In the lead-up to the event, my boss said “We have to have some kind of digital aspect to our lounge”. I conveyed this to my rep, and he came back with Brandwatch Vizia Tracked conversation around the Film section of SXSW, from all sources of online content Got an amazing response in the room