The document discusses how social media analytics can be used to identify target audiences and find potential new customers for products and services. It provides an example of how analytics could be used to find professionals in industries like construction by identifying Twitter handles of people in those fields and analyzing what types of content they engage with. The document then outlines Brandwatch Analytics methodology for extracting relevant authors, tracking their conversations, and using topic and entity analysis to find marketing messages that would appeal to the target audience.

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Identifying and analyzing a
target audience with Analytics
Use social Intelligence to Grow Your Business

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Session Agenda
• The Business Case
• The Use of Brandwatch Analytics
• A Practical Example
• Best Practices

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The
Business
Case

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Find Clients for your new products
When Launching a new product or service for example, this can help you:
• Find a list of potential new customers. For example
– Pet owners who are interested in pet insurance.
– Baking lovers, who watch the Great British Bake-off.
– Football fans, who are looking for a new internet provider.
• Create marketing content that is relevant to them.

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• Draw information in a matter of hours
– No surveys to conduct
– No focus groups to conduct
– A virtually non-existent wait time
• Know that your data is relevant and real time.
Get Social
Intelligence Fast

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Use Social Intelligence to Drive
Business Growth
• Shift from using social media intelligence as a monitoring tool, to a
weapon of business intelligence.
• Leverage the power of social media intelligence to reach your
customers.
• Use social media intelligence to find new customers and approach
them the right way.

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Brandwatc
h Analytics
Comes in

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We’re launching a new product targeted at professionals
who work in rough surfaces, such as:
– Construction Workers
– Welders
– Electricians
– Mechanics
– Plumbers
It would be nice to be able to find a list of these
professionals’ twitter handles. And to know which type
of content would be most effective for turning them into
customers.
If we were
launching a new
product...

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Analytics Methodology

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Finding your authors

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Extracting your authors

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Tracking those authors
conversations

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Real Use
Case

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• Launching a new
Service to link up
expats
• Targeted only at
English speakers
• Software is ready to
go… we need to find
200 expats to send
pilot invitation to.
Finding the Audience

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Applying the methodology

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Getting the data

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Backfill for a year

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A Bit of QA

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Evaluate Unique Authors

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How to find out what they talk
about

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A recap

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A recap

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A recap

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How to find relevant content
• We now have a list of expats to invite.
• We now have a query that effectively tracks down EVERYTHING that
these expats post on Twitter.
• We can use Brandwatch Analytics to find marketing content that is
relevant and appealing to them by using a few different dashboard
components:
– Twitter Insights
– Topics Cloud
– Entities (top hashtags, individuals, organisations)

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Topics Component

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Entities Component

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Twitter Insights

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Best
Practices

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What to look out for
• Watch out for sarcasm
• Choosing authors who have posted few times about their profession or
status
• Exclude retweets (NOT raw: “RT @”) when trying to find your target
population.

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Now You Know