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Brandwatch Masterclass: Expanding Your Audience

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NY Masterclass Session, May 8

Published in: Social Media, Technology, Business
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Brandwatch Masterclass: Expanding Your Audience

  1. 1. Brandwatch Masterclass /Expanding Your Audience Brit Ferguson brit@brandwatch.com | Tel: 646-568-6217 May 8th , 2014
  2. 2. Agenda © 2013 Brandwatch | www.brandwatch.com 2 •Finding Your Influencers •Learning more about your Audience •Identifying Sales Opportunities
  3. 3. © 2014 Brandwatch | www.brandwatch.com 3 Dunkin Data
  4. 4. 4 Finding Influencers © 2013 Brandwatch | www.brandwatch.com
  5. 5. Who? What? © 2014 Brandwatch | www.brandwatch.com 5 Influencers don’t just have to be a specific person • Authors •Sites •Conversations •Organizations
  6. 6. Metrics That Matter © 2014 Brandwatch | www.brandwatch.com 6 •Specific Author Metrics: • Followers: Total number of followers for that author. • Retweets: Total number of times that tweet has been retweeted • Influence: A Kred metric used to measure the influence of what others do because of you/your content (RTs, follows, @ mentions etc.) • Reach: Sum of the influence of the author and all the tweeters who retweeted the tweet.
  7. 7. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 7 •Top authors broken down by volume
  8. 8. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 8 •Top Tweeters & Top Blog Authors •Take advantage of broader social conversations
  9. 9. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 9 •Create an Author List •Break down that author list with charts
  10. 10. Where are People Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 10 Site Metrics •Mozrank: represents a link in popularity score and the importance of any page on the internet. •Visitors: Estimated number of times a unique visitor accesses a site. •Impact: Calculated by Brandwatch and is comprised of potential a mention has to be seen or how much a mention has been shared, viewed, or retweeted.
  11. 11. © 2014 Brandwatch | www.brandwatch.com 11 Learning About Your Audience
  12. 12. Trending Topics © 2014 Brandwatch | www.brandwatch.com 12 •What are people talking about
  13. 13. Sentiment Breakdown © 2014 Brandwatch | www.brandwatch.com 13 •What are people happy or not happy about
  14. 14. Location Data © 2014 Brandwatch | www.brandwatch.com 14 •Where in the world are people talking about your Brand?
  15. 15. Audience Demographics © 2014 Brandwatch | www.brandwatch.com 15
  16. 16. © 2014 Brandwatch | www.brandwatch.com 16 Identify Sales Opps
  17. 17. Customer Care © 2014 Brandwatch | www.brandwatch.com 17 • Target customers experiencing service issues • Amplify people with good experiences
  18. 18. Target Your Competitors © 2014 Brandwatch | www.brandwatch.com 18 •Unhappy Customers •Competitors Missed Opportunities •Responsiveness!
  19. 19. Target Un-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 19 •Show Uncategorized Mentions •Create new influencers
  20. 20. Target Mis-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 20 •Frappuccino is a Starbucks product trademark
  21. 21. Content Strategy © 2014 Brandwatch | www.brandwatch.com 21 •Use social data to formulate and influence content strategy
  22. 22. Utilize Your Influencers © 2014 Brandwatch | www.brandwatch.com 22 •Get them to become ADVOCATES •Use those influencers to help grow your brand •Aim not just for volume of conversation but sentiment
  23. 23. Recap 23 • Find your influencers: Not just people and use them to your advantage! • Learn more about your audience: Who are they? What are they talking about? • Identify Sales Opportunities: create new customers © 2013 Brandwatch | www.brandwatch.com
  24. 24. © 2014 Brandwatch | www.brandwatch.com 24 Questions?
  25. 25. © 2014 Brandwatch | www.brandwatch.com 25 Thank You!!

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