Brandwatch Masterclass: Using Brandwatch for PR

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This document discusses how PR professionals can use the social listening and analytics platform Brandwatch to track media coverage, identify influential reporters, set up alerts, and report on PR results. Brandwatch allows users to write queries to capture brand and topic mentions, refine queries to filter content, track coverage of products and campaigns, and discover trends. The platform also provides customizable reporting dashboards with metrics like topic clouds and mention tracking to analyze coverage.

Social Media

The PR Professional’s Most Valuable Platform
Dinah Alobeid /PR Manager

Agenda
• Introduction to using social listening and analytics for daily PR activities
• Queries
• Tracking Coverage
• Alerts
• Reporting PR results with accuracy and style
#brandwatchtips © 2014 Brandwatch.com | 2

PR + DATA
#brandwatchtips © 2014 Brandwatch.com | 3

QUERIES
#brandwatchtips © 2014 Brandwatch.com | 5

Refining Queries
To filter out spam, employee mentions, and owned content, Brandwatch queries can
be refined, and further refined, and continuously edited so you only capture exactly
the data you want.
#brandwatchtips © 2014 Brandwatch.com | 7

TRACKING
COVERAGE
#brandwatchtips © 2014 Brandwatch.com | 10

Coverage Tracking
#brandwatchtips © 2014 Brandwatch.com | 11

Coverage Tracking
#brandwatchtips © 2014 Brandwatch.com | 12

Finding Influential Authors
In the Authors component, identify influential reporters and bloggers by filtering
using mozRank.
#brandwatchtips © 2014 Brandwatch.com | 13

ALERTS
#brandwatchtips © 2014 Brandwatch.com | 14

PR Alerts
Set up Alerts through Brandwatch to receive news coverage around your query as it
happens, hourly, daily, or weekly. Instant gratification!
#brandwatchtips © 2014 Brandwatch.com | 15

PR Alerts
#brandwatchtips © 2014 Brandwatch.com | 16

PR Alerts
#brandwatchtips © 2014 Brandwatch.com | 17

REPORTING
#brandwatchtips © 2014 Brandwatch.com | 18

PR Reporting with Brandwatch
#brandwatchtips © 2014 Brandwatch.com | 19

Discover Trends
#brandwatchtips © 2014 Brandwatch.com | 20

Analyze Specific Mentions/Coverage
#brandwatchtips © 2014 Brandwatch.com | 21

Explain Coverage
#brandwatchtips © 2014 Brandwatch.com | 22

RECAP
#brandwatchtips © 2014 Brandwatch.com | 23

You can use Brandwatch Analytics every day for PR
activities!
• Conversation monitoring
• Finding reporters
• Listening to relevant industry conversations
• Creating news alerts
• Reporting how you need it, for exactly what you need
#brandwatchtips © 2014 Brandwatch.com | 24

Questions? Comments? Concerns?
#brandwatchtips © 2014 Brandwatch.com | 25

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
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

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1. The PR Professional’s Most Valuable Platform Dinah Alobeid /PR Manager

2. Agenda • Introduction to using social listening and analytics for daily PR activities • Queries • Tracking Coverage • Alerts • Reporting PR results with accuracy and style #brandwatchtips © 2014 Brandwatch.com | 2

4. How can data complement PR? • Use data and alerts from Brandwatch to uncover: • Media coverage in traditional press outlets and blogs • Twitter mentions from journalists and news outlets • Brand product mentions and category conversations • Campaign tracking: • Identify trends in quality and quantity of coverage over days, weeks, months, years • See spikes in brand mentions and determine attribution to events, announcements, company news, industry trends • Reporting: • Brandwatch’s customizable dashboard makes it easy to filter PR coverage, campaign mentions, and more for easy reporting with topic clouds, pie charts and tables, mention tracking, and more #brandwatchtips © 2014 Brandwatch.com | 4

6. Writing Brand Queries It’s a PR professional’s job to maintain a hawk-eye on everything being said about a brand or client. Queries offer the option of capturing everything from the most general type of brand mention, to a very specific set of mentions about one particular campaign or product. #brandwatchtips © 2014 Brandwatch.com | 6

7. Refining Queries To filter out spam, employee mentions, and owned content, Brandwatch queries can be refined, and further refined, and continuously edited so you only capture exactly the data you want. #brandwatchtips © 2014 Brandwatch.com | 7

8. Product Queries Tracking your brand’s products are an essential part of PR. Breaking out product searches by query help to track specific launches, and individually analyze media coverage and general consumer interest for one product or product group. #brandwatchtips © 2014 Brandwatch.com | 8

9. Topic Specific Queries Queries can help you discover media conversations within your industry, as well as new reporters to reach out to on behalf of your brand. #brandwatchtips © 2014 Brandwatch.com | 9

24. You can use Brandwatch Analytics every day for PR activities! • Conversation monitoring • Finding reporters • Listening to relevant industry conversations • Creating news alerts • Reporting how you need it, for exactly what you need #brandwatchtips © 2014 Brandwatch.com | 24

26. 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 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

Editor's Notes

Think of queries as a living organism, they can be continuously nurtured and edited to suit your needs. Adding in additional outlets to specifically search for in conversations with your brand, and removing the Twitter handles of employees to hone in content that was not created by your brand are just two examples for how query refinement can further filter social data.
It’s helpful to track specific products for your brand, and also more macro conversations about a specific type of product.
Setting up a general topic query is useful to monitor your own brand, specific relevant topics, and especially for new business. The general industry discussion of a particular topic, we can refer to as white space conversations. For example, a general search for digital cameras in top photo and consumer electronics outlets is helpful to return online conversations that can shed light on top reporters in the arena, and key trends in the industry.
Summary overview of ebbs and flows in coverage recently, and can be adjusted using the filters.
Top Tweeters, Top Authors, Forum Authors, and Blog Authors Mozrank: Identify influential news articles or authors is by MozRank score. It’s a measure of the site’s credibility, hence how influential it is. The score is calculated on a logarithmic scale between 0 and 10, depending on the backlinks and linking websites’ quality. It is by far the most widely-liked SEO benchmarking tool.
Select the query that will pull in the mentions for your Alert. Whether that’s a general brand alert, news coverage alert, or product/topic mentions alert. You can add various recipients to receive alerts based on the type of mentions. For example, if you work internally within your brand, you can have a news coverage alert sent daily to your external PR agency, and a weekly brand mentions alert sent to your marketing manager.
Further customize your Alert by increase in percentage of volume of brand mentions. Determine how frequently you want to receive this alert. This can always be adjusted as necessary.
Generated in the CHARTS component of the Brandwatch dashboard, this graph over time shows Brandwatch news mentions for our third quarter. We’ve further filtered our data to only show news sites, blogs, video clips, and general sites.
Within Brandwatch, we manually dove into each spike to determine the news story or announcement that contributed to a time period of increased Brandwatch mentions online.
By clicking through on part of the graph on a certain day, it’s easy to determine by reading through a couple of mentions what the topic of interest was that contributed to a spike in mentions.
As you can see in both early and late September, the inclusion of Brandwatch data in Reuters coverage contributed directly to an influx of mentions. Being able to look at an entire time period of mentions, whether that’s a month or a quarter, is a great way to map out PR planning for the future. You can see what worked and what didn’t work when it comes to news releases, product launches, and how your PR team is reaching out to reporters. It’s a different way to determine and then readjust PR strategies based on news coverage.
Conversation Monitoring Look at coverage and compare quantity and quality over days, weeks, months, and even years Mozrank helps determine quality See spikes in brand mentions and dive into the data to find out why some days have more mentions than others Determine which campaigns got the most hits and provided the most PR ROI Reporting Dashboard components allow PR professionals to filter and maneuver data to showcase specific campaigns, time periods, and mentions as needed Extract raw data through Brandwatch Export and create tables, charts, and graphs in Excel or screenshot colorful, easy-to-read visualizations from the Dashboard directly

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Editor's Notes