webinar: understanding your audience
TRANSCRIPT
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© 2016 Brandwatch.com
Webinar/Understanding your audience:
Bex Carson, Director, Global Research ServicesHannah Tregear, Customer Marketing Manager
How Vice discovered unique insights in the launch of VICELAND UK
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© 2016 Brandwatch.com2
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@Brandwatch
#BW_Webinar
A download and recording of the webinar will be made available after the event
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Coming Up
• Introductions to VICE and Brandwatch
• Discussion on VICELAND Launch in UK
• Q&A
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Vice
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VICE is the world’s preeminent youth media company and content
creation studio. Launched in 1994, VICE now operates in over 30
countries and distributes its programming to viewers across digital,
linear, mobile, film and socials. VICE includes an international network
of digital channels; a weekly and daily news programming partnership
with HBO; a television and feature film production studio; a magazine;
a record label; an in-house creative services agency; and a newly
launched TV network, VICELAND.
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Brandwatch
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Brandwatch is the world’s leading social intelligence company. The company’s flagship products, Brandwatch Analytics and the Vizia platform,
fuel smarter decision making around the world.The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Whirlpool, British Airways, Asos, Walmart and Dell.
Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports
from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San
Francisco, Berlin, Stuttgart, Paris and Singapore.
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Discussion
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What was the opportunity VICE had in front of them? Any potential threats?
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Why did Vice ask for Brandwatch to conduct this research?
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What was the approach Brandwatch took to help solve this for VICE?
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Audience Segmentation
Millennials “21st Birthday next week!”
“Can’t believe I’m nearly 30”
“Student at Uni.
Southampton”
“Moving out of my parents
house”
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Audience Segmentation
UK Vice ReadersShared links to Vice articles in past 6 months
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Audience Segmentation
US Viceland ViewersShared Viceland content or
discussed the channel/shows since launch
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Audience Segmentation
UK general population benchmark
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Audience Segmentation
?Potential UK
Viceland Viewers
Overlap/neighbouring behaviours & preferences of three related groups.
Differentiated from the general population.
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What methodology did you use to get to know the different audiences? Did you
come up against any problems?
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Did you use any data from the US and Canada launch?
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Did you employ any new tactics in this research that perhaps you hadn’t used
before?
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Did the Brandwatch data match any internal insights that the team at Vice
had gathered?
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Were there any insights you found especially surprising?
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Guilty Pleasures“ Guilty pleasure time #MIC #MadeInChelsea @E4Chelsea
@E4Tweets ”
“ Made in Chelsea has been my guilty pleasure for a good few
years now ”
“ Daughter and I are watching #MadeInChelsea (our guilty pleasure) - watching them
dine. We're like 'fill up mi plate nuh!’ ”
“ The guilty pleasure is back 😄 #LoveIsland ”
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What were the key findings and suggested actions based on the
research?
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Q & A
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