Greg Lee, Brandwatch @ ad:tech - 'How To Use Social Intelligence To Inform Your Business Decisions'
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Greg Lee, Agency Lead at Brandwatch speaking at ad:tech London on 13th October 2015 http://ad-techlondon.co.uk/ Register for next year: http://ad-techlondon.co.uk/register
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Greg Lee, Brandwatch @ ad:tech - 'How To Use Social Intelligence To Inform Your Business Decisions'
- 2. 2© 2015 Brandwatch | www.brandwatch.com
- 3. Introduction to evidence based social strategy 3© 2015 Brandwatch | www.brandwatch.com
- 4. Without listening, Social ROI is hard to establish 4© 2015 Brandwatch | www.brandwatch.com Plan Engage ROI?
- 5. Evidence based social brand management 5© 2015 Brandwatch | www.brandwatch.com Listen Plan Engage ROI Optimisation Listen Again
- 6. Today 6© 2015 Brandwatch | www.brandwatch.com Listen Engage ROI Optimisation Listen Again Plan
- 7. Testing your owned content 7© 2015 Brandwatch | www.brandwatch.com
- 8. 0 20 40 60 80020406080 Look for trends in post performance 8© 2015 Brandwatch | www.brandwatch.com Product Fact/Advice Pleasantries Seasonal Questions Cust.Serv. Events Inspirational Competition Charity Combined Engagement: Average Likes/Favourites, Shares/RTs & Comments/Replies per brand post
- 9. Understand drivers for different forms of engagement 9© 2015 Brandwatch | www.brandwatch.com 61.6 55.2 38.4 44.8 0 25 50 75 100 SHAREOFLIKES/FAVORITES(%) POPULARITY Likes / Favourites 48.5 35.0 51.5 65.0 0 25 50 75 100 SHAREOFCOMMENTS/REPLIES(%) INTERACTION Comments/Replies 59.6 70.3 40.4 29.7 0 25 50 75 100 SHAREOFSHARES/RTs(%) VIRALITY Shares/ReTweets ABOUT SELF TWITTER FACEBOOK ABOUT OTHERS ABOUT SELF ABOUT OTHERS ABOUT SELF ABOUT OTHERS
- 10. Benchmark your impact 10© 2015 Brandwatch | www.brandwatch.com LESS IMPACTFUL MORE IMPACTFUL LESS ACTIVE MORE ACTIVE My Channels Competitor Channels
- 11. Measuring the impact your customer service channels 11© 2015 Brandwatch | www.brandwatch.com
- 12. Check your reaction times 12© 2015 Brandwatch | www.brandwatch.com 0% 2% 4% 6% 8% 10% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 2% 4% 6% 8% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 BRAND REPLIES CONSUMER POSTS Average Response in 51.9 min Average Response in 1.46 hr
- 13. Evaluate your impact 13© 2015 Brandwatch | www.brandwatch.com POSITIVE NEUTRAL NEGATIVE NET SENTIMENT 20 PP -55% -43% 0% 25% 50% 75% 100% START END %CSTWEETS -20% 0% 0% 25% 50% 75% 100% START END %CSTWEETS 12 PP
- 14. Locating strategically important online authors 14© 2015 Brandwatch | www.brandwatch.com
- 15. Twitter Network Map 15© 2015 Brandwatch | www.brandwatch.com @beautyfrosting @IMKristenBell @InfluensterVox @Neutragena @RobBarnes338 @HGTVMagPromo @Eizamusica @MamaHolistica @BlessedMama86 @dulcecandy @_everday_life_ @SchoolYardStyle @Genofsavings #WipesForWater Earth Month 2015 MALE FEMALE ORGANISATION Node size is proportionate to follower number Brandwatch Data, Visualized using Gephi
- 16. Thank-you! Questions? 16© 2015 Brandwatch | www.brandwatch.com