brandwatch masterclass: expanding your audience
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Brandwatch Masterclass /Expanding Your Audience
Brit Ferguson brit@brandwatch.com | Tel: 646-568-6217
May 8th, 2014
Agenda
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•Finding Your Influencers
•Learning more about your Audience
•Identifying Sales Opportunities
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Dunkin Data
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Finding Influencers
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Who? What?
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Influencers don’t just have to be a specific person
• Authors
•Sites
•Conversations
•Organizations
Metrics That Matter
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•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.
Who Is Talking About My Brand?
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•Top authors broken down by volume
Who Is Talking About My Brand?
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•Top Tweeters & Top Blog Authors
•Take advantage of broader social conversations
Who Is Talking About My Brand?
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•Create an Author List
•Break down that author list with charts
Where are People Talking About My Brand?
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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.
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Learning About Your Audience
Trending Topics
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•What are people talking about
Sentiment Breakdown
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•What are people happy or not happy about
Location Data
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•Where in the world are people talking about your Brand?
Audience Demographics
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Identify Sales Opps
Customer Care
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• Target customers experiencing service issues
• Amplify people with good experiences
Target Your Competitors
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•Unhappy Customers
•Competitors Missed Opportunities
•Responsiveness!
Target Un-Branded Conversations
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•Show Uncategorized Mentions
•Create new influencers
Target Mis-Branded Conversations
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•Frappuccino is a Starbucks product trademark
Content Strategy
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•Use social data to formulate and influence content strategy
Utilize Your Influencers
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•Get them to become ADVOCATES
•Use those influencers to help grow your brand
•Aim not just for volume of conversation but sentiment
Recap
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• 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
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Questions?
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Thank You!!
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