How to Use Brandwatch for PR Tracking


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In this presentation, you will get a comprehensive overview of the intersection of PR and social media monitoring, including tips, examples and resources for PR professionals on using Brandwatch to their advantage.

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How to Use Brandwatch for PR Tracking

  1. 1. How to use Brandwatch for PR Tracking Joel Windels, Marketing Manager EMEA | Tel: +44 (0)1273 234 290 Brandwatch Masterclass #brandwatchtips
  2. 2. © 2013 Brandwatch | 2 The objective of PR can be distilled to be „increasing visibility of your brand name.‟ Accordingly, a good place to start would be for a Branwatch query for your brand‟s mentions online. Here is Brandwatch‟s brand mentions for the past 14 months.
  3. 3. © 2013 Brandwatch | 3 Twitter and Facebook mentions of your brand are very different to news mentions. To measure PR clippings, apply a news filter to the data Plotting the data by month will show you total news clippings for each month. A filter to include blogs too might be valuable, as some sites have both blog and news sections.
  4. 4. © 2013 Brandwatch | 4 Not all news mentions are equal. Rather than tracking for just quantity, you can break down the data by Mozrank to try to understand the authority, or quality, of each PR hit. Setting a filter to remove any news or blog mentions with a Mozrank lower than 5 or 6 will ensure you‟re only tracking high quality press mentions.
  5. 5. © 2013 Brandwatch | 5 Understanding the impact of specific campaigns can also be valuable. Search within or use Rules to categorise your data. We categorised mentions of “Oscars OR academy awards”), for example, to see the volume of press mentions for that specific campaign we did.
  6. 6. © 2013 Brandwatch | 6 After categorising each campaign, you can plot mentions by campaign over time to better understand the impact and shelf-life of each Some campaigns are more successful than others, but comparing similar campaign types (like product launches) allows for effective PR benchmarking
  7. 7. © 2013 Brandwatch | 7 Instead of plotting over time, you can display the data by campaign to get a more direct comparison Breaking down this data by buzz type (news + blogs vs social + forums, for example) will show you the type of reaction and coverage the campaign provoked.
  8. 8. © 2013 Brandwatch | 8 Plotting the same data in a table can also be useful and clearer to see Tracking competitor campaigns using Brandwatch in the same way will help you benchmark and optimise your own campaigns.
  9. 9. Contact 9 Email / Web / Twitter /@brandwatch Telephone / UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 441 59 Fax / UK: +44 (0)1273 234 291 Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2013 Brandwatch |