Brandwatch Masterclass: Expanding Your Audience

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NY Masterclass Session, May 8

Redes sociales Tecnología Empresariales

Brandwatch Masterclass /Expanding Your Audience
Brit Ferguson brit@brandwatch.com | 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

© 2014 Brandwatch | www.brandwatch.com 3
Dunkin Data

4
Finding
Influencers
© 2013 Brandwatch | www.brandwatch.com

Who? What?
© 2014 Brandwatch | www.brandwatch.com 5
Influencers don’t just have to be a specific person
• Authors
•Sites
•Conversations
•Organizations

Metrics That Matter
© 2014 Brandwatch | www.brandwatch.com 6
•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.

© 2014 Brandwatch | www.brandwatch.com 11
Learning About
Your Audience

Trending Topics
© 2014 Brandwatch | www.brandwatch.com 12
•What are people talking about

Sentiment Breakdown
© 2014 Brandwatch | www.brandwatch.com 13
•What are people happy or not happy about

Audience Demographics
© 2014 Brandwatch | www.brandwatch.com 15

© 2014 Brandwatch | www.brandwatch.com 16
Identify Sales
Opps

Customer Care
© 2014 Brandwatch | www.brandwatch.com 17
• Target customers experiencing service issues
• Amplify people with good experiences

Target Your Competitors
© 2014 Brandwatch | www.brandwatch.com 18
•Unhappy Customers
•Competitors Missed Opportunities
•Responsiveness!

Target Un-Branded Conversations
© 2014 Brandwatch | www.brandwatch.com 19
•Show Uncategorized Mentions
•Create new influencers

Target Mis-Branded Conversations
© 2014 Brandwatch | www.brandwatch.com 20
•Frappuccino is a Starbucks product trademark

Content Strategy
© 2014 Brandwatch | www.brandwatch.com 21
•Use social data to formulate and influence content strategy

Recap
23
• 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

© 2014 Brandwatch | www.brandwatch.com 24
Questions?

© 2014 Brandwatch | www.brandwatch.com 25
Thank You!!

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1. Brandwatch Masterclass /Expanding Your Audience Brit Ferguson brit@brandwatch.com | Tel: 646-568-6217 May 8th , 2014

2. Agenda © 2013 Brandwatch | www.brandwatch.com 2 •Finding Your Influencers •Learning more about your Audience •Identifying Sales Opportunities

3. © 2014 Brandwatch | www.brandwatch.com 3 Dunkin Data

4. 4 Finding Influencers © 2013 Brandwatch | www.brandwatch.com

5. Who? What? © 2014 Brandwatch | www.brandwatch.com 5 Influencers don’t just have to be a specific person • Authors •Sites •Conversations •Organizations

6. Metrics That Matter © 2014 Brandwatch | www.brandwatch.com 6 •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.

7. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 7 •Top authors broken down by volume

8. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 8 •Top Tweeters & Top Blog Authors •Take advantage of broader social conversations

9. Who Is Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 9 •Create an Author List •Break down that author list with charts

10. Where are People Talking About My Brand? © 2014 Brandwatch | www.brandwatch.com 10 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.

11. © 2014 Brandwatch | www.brandwatch.com 11 Learning About Your Audience

12. Trending Topics © 2014 Brandwatch | www.brandwatch.com 12 •What are people talking about

13. Sentiment Breakdown © 2014 Brandwatch | www.brandwatch.com 13 •What are people happy or not happy about

14. Location Data © 2014 Brandwatch | www.brandwatch.com 14 •Where in the world are people talking about your Brand?

15. Audience Demographics © 2014 Brandwatch | www.brandwatch.com 15

16. © 2014 Brandwatch | www.brandwatch.com 16 Identify Sales Opps

17. Customer Care © 2014 Brandwatch | www.brandwatch.com 17 • Target customers experiencing service issues • Amplify people with good experiences

18. Target Your Competitors © 2014 Brandwatch | www.brandwatch.com 18 •Unhappy Customers •Competitors Missed Opportunities •Responsiveness!

19. Target Un-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 19 •Show Uncategorized Mentions •Create new influencers

20. Target Mis-Branded Conversations © 2014 Brandwatch | www.brandwatch.com 20 •Frappuccino is a Starbucks product trademark

21. Content Strategy © 2014 Brandwatch | www.brandwatch.com 21 •Use social data to formulate and influence content strategy

22. Utilize Your Influencers © 2014 Brandwatch | www.brandwatch.com 22 •Get them to become ADVOCATES •Use those influencers to help grow your brand •Aim not just for volume of conversation but sentiment

23. Recap 23 • 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

24. © 2014 Brandwatch | www.brandwatch.com 24 Questions?

25. © 2014 Brandwatch | www.brandwatch.com 25 Thank You!!

Notas del editor

- Target the brand Dunkin Donuts & certain competitors & conversations around the coffee industry
- a lot of true advocates are expressing their feelings on niche forums
- Did a top author trail off…find out why
The higher the score, the more legit your site Again, niche forums/blogs may have content from your truest advocates
Drill down into specific countries
- males are using DunkinDonuts hashtags - Maybe females are more into starbucks?
Set up rules to easily sort this data so it’s readily available when you log into BW Set up Alerts so you can be notified when these negative conversations are occurring
Efficiency & Responsiveness can win Customers
Conversations about coffee in general but not targeting a specific brand
Examples: Large percentage of your audience was student Share your Mugs Geo-Locate your fans – localize your content to certain areas (philly area)
Monetary value items are not the only thing to win over customers – Responsiveness is KEY