SlideShare a Scribd company logo
USE YOUR DATA:
BUILDING A COMPETITIVE
STRATEGY THROUGH A
DATA DRIVEN CULTURE
#FalconEd #growwithsocial #bw_webinar
@FalconIO @Brandwatch
Wiebke Leffers
Senior Strategist
Falcon.io
@wiebkeleffers
CPH.
Mercedes Lois Bull
Product Marketing Manager
Brandwatch
@mercedeslois
BTN.
@FalconIO #FalconEd #growwithsocial
@Brandwatch #bw_webinar
● Setting the scene
● How to benefit from digital consumer insights to
form your strategy
● How to create personalized marketing campaigns
that resonate with your audience
● How to build a data-driven culture
● Q&A
Today’s Agenda.
@FalconIO #FalconEd #growwithsocial
@Brandwatch #bw_webinar
In the digital world
change happens fast
1. Small agile companies win more
In the digital world
change happens fast.
1. Small agile companies win more
2. Technological advancements
In the digital world
change happens fast.
1. Small agile companies win more
2. Technological advancements
3. Consumer opinions inform brand strategy
In the digital world
change happens fast.
Change is Accelerated Further
in a year like 2021.
KNOWLEDGE IS POWER
Data That Matters.
The Core Data To Look At
Measure Your Data.
Translate Your Marketing
Objectives to Social Media KPIs.
● Create internal Benchmarks based on your owned media
○ Audit your past performance
● Create external benchmarks
○ Monitor your competitor data
○ Look at industry trends
● Monitor your earned Media
○ Amount of mentions
○ Sentiment of mentions
How do I know if I am successful?
And Then There Are
the Competitors
Our Audience Is
Part of the Data
Standard Audience Data.
Germany
● Our audience can’t be put into boxes as they used to
● Lifestyles are dynamic
● There is a conflict of interest for individuals
● There are at least 18 different lifestyles
● Meet your audience to learn more about them, their
interests, conflicts and what they talk about
Get To Know Your Audience.
When Data Is Used Right
Hyper Personalisation.
German Rail Company - what data allows us to do
CTR + 133%
VTR + 163%
Sales + 26%
Context
Create excitement for Germans to travel within their own
country again, since 72% of Germans are spending their
vacation in foreign countries
Execution
Comparing international and national locations
The Message
Germany has many undiscovered and beautiful locations,
cheaper and environmentally friendly
Campaign Background.
Target Audience
18-27 years old, excited for travelling but environmentally conscious
Relevant Data
Airport data (departures & arrivals), price of flight and train connections,
similar destination in Germany, Co2 emission
How?
Finding people fitting the target audience on Facebook
Geo targeting current location and the next flight/departure
Algorithm finding the destination airport
Data analysis (Co2, connection, price)
Pushing out a counteroffer
Tips to Deeply Understand
Your Audience With Social
• Understand your audience
• Discover their similarities and differences
• Find out what topics are trending
• How do they differ from your
competitor’s fans?
Listen To Everything Your
Audience Talks About.
Listen Everywhere Where
Your Audience May Be.
• Review data can be more valuable
than social data when it comes to
product development
• Don’t miss mentions on forums, news, and
blog sites – it’s not just social
• Make sure you have alerts set up so you
don’t miss important mentions
Listen to Your
Audience in Real-Time.
• Make sure you listen in real-time in case you
miss important mentions
• You can manage a crisis by having
automated alerts set up in the platform
• Historical mentions enable you to conduct
deep trend analysis
@FalconIO #FalconEd #growwithsocial
@Brandwatch #bw_webinar
@falconIO
falcon.io welcome@falcon.io

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DMWF Global 2021 Presentation. Falcon.io

  • 1. USE YOUR DATA: BUILDING A COMPETITIVE STRATEGY THROUGH A DATA DRIVEN CULTURE #FalconEd #growwithsocial #bw_webinar @FalconIO @Brandwatch
  • 2. Wiebke Leffers Senior Strategist Falcon.io @wiebkeleffers CPH. Mercedes Lois Bull Product Marketing Manager Brandwatch @mercedeslois BTN. @FalconIO #FalconEd #growwithsocial @Brandwatch #bw_webinar
  • 3. ● Setting the scene ● How to benefit from digital consumer insights to form your strategy ● How to create personalized marketing campaigns that resonate with your audience ● How to build a data-driven culture ● Q&A Today’s Agenda. @FalconIO #FalconEd #growwithsocial @Brandwatch #bw_webinar
  • 4.
  • 5. In the digital world change happens fast
  • 6. 1. Small agile companies win more In the digital world change happens fast.
  • 7. 1. Small agile companies win more 2. Technological advancements In the digital world change happens fast.
  • 8. 1. Small agile companies win more 2. Technological advancements 3. Consumer opinions inform brand strategy In the digital world change happens fast.
  • 9. Change is Accelerated Further in a year like 2021.
  • 12. The Core Data To Look At
  • 14. Translate Your Marketing Objectives to Social Media KPIs.
  • 15. ● Create internal Benchmarks based on your owned media ○ Audit your past performance ● Create external benchmarks ○ Monitor your competitor data ○ Look at industry trends ● Monitor your earned Media ○ Amount of mentions ○ Sentiment of mentions How do I know if I am successful?
  • 16. And Then There Are the Competitors
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Our Audience Is Part of the Data
  • 23. ● Our audience can’t be put into boxes as they used to ● Lifestyles are dynamic ● There is a conflict of interest for individuals ● There are at least 18 different lifestyles ● Meet your audience to learn more about them, their interests, conflicts and what they talk about Get To Know Your Audience.
  • 24. When Data Is Used Right
  • 25. Hyper Personalisation. German Rail Company - what data allows us to do
  • 26. CTR + 133% VTR + 163% Sales + 26% Context Create excitement for Germans to travel within their own country again, since 72% of Germans are spending their vacation in foreign countries Execution Comparing international and national locations The Message Germany has many undiscovered and beautiful locations, cheaper and environmentally friendly Campaign Background. Target Audience 18-27 years old, excited for travelling but environmentally conscious Relevant Data Airport data (departures & arrivals), price of flight and train connections, similar destination in Germany, Co2 emission How? Finding people fitting the target audience on Facebook Geo targeting current location and the next flight/departure Algorithm finding the destination airport Data analysis (Co2, connection, price) Pushing out a counteroffer
  • 27. Tips to Deeply Understand Your Audience With Social
  • 28. • Understand your audience • Discover their similarities and differences • Find out what topics are trending • How do they differ from your competitor’s fans? Listen To Everything Your Audience Talks About.
  • 29. Listen Everywhere Where Your Audience May Be. • Review data can be more valuable than social data when it comes to product development • Don’t miss mentions on forums, news, and blog sites – it’s not just social • Make sure you have alerts set up so you don’t miss important mentions
  • 30. Listen to Your Audience in Real-Time. • Make sure you listen in real-time in case you miss important mentions • You can manage a crisis by having automated alerts set up in the platform • Historical mentions enable you to conduct deep trend analysis