brandwatch masterclass: expanding your audience

Brandwatch Masterclass /Expanding Your Audience

Brit Ferguson [email protected] | Tel: 646-568-6217

May 8th, 2014

Agenda

© 2013 Brandwatch | www.brandwatch.com 2

•Finding Your Influencers

•Learning more about your Audience

•Identifying Sales Opportunities


Dunkin Data

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Finding Influencers

© 2013 Brandwatch | www.brandwatch.com

Who? What?


Influencers don’t just have to be a specific person

• Authors

•Sites

•Conversations

•Organizations

Metrics That Matter


•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?


•Top authors broken down by volume



•Top Tweeters & Top Blog Authors

•Take advantage of broader social conversations



•Create an Author List

•Break down that author list with charts

Where are People Talking About My Brand?


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.


Learning About Your Audience

Trending Topics


•What are people talking about

Sentiment Breakdown


•What are people happy or not happy about

Location Data


•Where in the world are people talking about your Brand?

Audience Demographics



Identify Sales Opps

Customer Care


• Target customers experiencing service issues

• Amplify people with good experiences

Target Your Competitors


•Unhappy Customers

•Competitors Missed Opportunities

•Responsiveness!

Target Un-Branded Conversations


•Show Uncategorized Mentions

•Create new influencers

Target Mis-Branded Conversations


•Frappuccino is a Starbucks product trademark

Content Strategy


•Use social data to formulate and influence content strategy

Utilize Your Influencers


•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

© 2013 Brandwatch | www.brandwatch.com


Questions?


Thank You!!

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