Masterclass 2015: Using Brandwatch to Identify Consumer Trends
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Using Brandwatch to Identify Consumer Trends Masterclass 2015, London
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Masterclass 2015: Using Brandwatch to Identify Consumer Trends
- 1. Ross Barrett / Enterprise Sales Using Brandwatch to Identify Consumer Trends
- 2. Contents • Setting up Queries to Detect Intent • Using Categories and Tags to Segment your Data • Charting for Uncovering Consumer Trends and Identifying Customers #brandwatchtips © 2015 Brandwatch.com | 2
- 3. SETTING UP QUERIES TO DETECT INTENT #brandwatchtips © 2015 Brandwatch.com | 3
- 4. #brandwatchtips © 2015 Brandwatch.com | 4 Creating intent queries ((I OR Id OR “I’d” OR we OR “we’d” OR “I am” OR Im OR “I’m”)
- 5. #brandwatchtips © 2015 Brandwatch.com | 5 Creating intent queries ((I OR Id OR “I’d” OR we OR “we’d” OR “I am” OR Im OR “I’m”) NEAR/2f ((finding OR booking OR “need a” OR trying OR “book a” OR “find a” OR “need to” OR “attempt to” OR “go on” OR “want to” OR “willing to” OR seeking OR looking OR “trying to decide” OR going)
- 6. #brandwatchtips © 2015 Brandwatch.com | 6 Creating intent queries ((I OR Id OR “I’d” OR we OR “we’d” OR “I am” OR Im OR “I’m”) NEAR/2f ((finding OR booking OR “need a” OR trying OR “book a” OR “find a” OR “need to” OR “attempt to” OR “go on” OR “want to” OR “willing to” OR seeking OR looking OR “trying to decide” OR going) NEAR/5 (holiday* OR getaway OR (trip NEAR/3 abroad) OR beach OR “city break” OR adventure OR cruise)))
- 7. USING CATEGORIES AND TAGS TO SEGMENT YOUR DATA #brandwatchtips © 2015 Brandwatch.com | 7
- 8. #brandwatchtips © 2015 Brandwatch.com | 8 Start by creating rules
- 9. #brandwatchtips © 2015 Brandwatch.com | 9 Start by creating rules
- 10. #brandwatchtips © 2015 Brandwatch.com | 10 Start by creating rules
- 11. #brandwatchtips © 2015 Brandwatch.com | 11 Filter by tags/categories to uncover topics
- 12. #brandwatchtips © 2015 Brandwatch.com | 12
- 13. #brandwatchtips © 2015 Brandwatch.com | 13
- 14. CHARTING FOR UNCOVERING CONSUMER TRENDS AND IDENTIFYING CUSTOMERS #brandwatchtips © 2015 Brandwatch.com | 14
- 15. #brandwatchtips © 2015 Brandwatch.com | 15 When people are talking
- 16. #brandwatchtips © 2015 Brandwatch.com | 16 When people are talking
- 17. #brandwatchtips © 2015 Brandwatch.com | 17 When people are talking
- 18. #brandwatchtips © 2015 Brandwatch.com | 18 Getting to know the audience
- 19. #brandwatchtips © 2015 Brandwatch.com | 19 Getting to know the audience – Breakdown by Profession
- 20. #brandwatchtips © 2015 Brandwatch.com | 20 Where to focus your attention
- 21. #brandwatchtips © 2015 Brandwatch.com | 21 Identifying direct business impact
- 22. #brandwatchtips © 2015 Brandwatch.com | 22
- 23. 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 Email contact@brandwatch.com Web brandwatch.com Twitter @brandwatch Telephone UK +44 (0)1273 234290 US +1 212 229 2240 DE +49 (0)30568 370 040
Editor's Notes
- An intent query is a way to find mentions by people wanting to take an action; whether it’s buying something, going somewhere or doing something
- Start with personal pronouns, I we you etc
- Next use action terms, need want going etc… using NEAR/xf if not familiar see support desk
- Finally bring in context with the subject of the action. In this case holiday, getaway etc. Could be purchasing products, seeing film etc.
- If not familiar with rules, see support desk. Powerful way to create a mini Brandwatch within Brandwatch
- Getting ahead of competition, maybe spend budget in the summer
- No prizes for uncovering Ibiza has high Student mentions but also Turkey, Iceland and Greece possibly suggesting a budget conscious audience looking for a place catering to young(ish) travellers.
- Twitter unsurprisingly dominates but interestingly those markets we’ve just talked about (Turkey, Iceland and Greece) also have a lot of conversation on forums that might be worth investigating
- Finally, for those interested in uncovering sales leads or direct impact (ROI) mentions, individual mentions can be surfaced. In this example we have someone explicitly saying they want to go on holiday, where and how much they will spend.
- We’ve looking at what an intent query is, how you set one up, why you’d need one, how to segment the data, who should care about it and how to use charts to uncover useable insights. Any questions?