Masterclass 2015: Using Brandwatch to Optimise Across Paid, Owned & Earned ed bass
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Transcript of Masterclass 2015: Using Brandwatch to Optimise Across Paid, Owned & Earned ed bass
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HELLO
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Edward Bass
Social & Content Consultant
@audiosilver
(social data hobbyist)
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Owned Media Paid Media Earned Media
• Websites
• Social channels
• Apps
• Social Ads
• PPC
• Programmatic
• Native Advertising
• PR
• Influencers
• Advocates
Using Brandwatch to optimise across:
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How This Works….
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“The Social Web”
VOLUME SENTIMENT SOURCE DEMOGRAPHIC
INFLUENCE TOPICS INTERESTSLANGUAGE
CUSTOM CATEGORIES
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Owned Media
“The Social Web”
Develop Relevant &Engaging Content
informed by
• Emerging Trends• Demographic Insight• Audience Interests
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Owned Media Paid Media
“The Social Web”
Develop Relevant &Engaging Content
informed by
• Emerging Trends• Demographic Insight• Audience Interests
OptimiseAudience Targeting
• Audience Insight• Custom Audiences• Identifying Keywords
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Owned Media Paid Media Earned Media
“The Social Web”
Develop Relevant &Engaging Content
informed by
• Emerging Trends• Demographic Insight• Audience Interests
Identify and LeverageAdvocates & Amplifiers
• Influencers• Super Fans• Communities
OptimiseAudience Targeting
• Audience Insight• Custom Audiences• Identifying Keywords
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Owned Media Paid Media Earned Media
“The Social Web”
INSIGHTS INTO AUDIENCE BEHAVIOUR & PREFERENCE
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OWNED MEDIA
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CUSTOMCATEGORIES
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Peak periods of brand mentions throughout 2014
VOLUME BY WEEK
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Higher than average mentions from North America during Winter 2014
Peak periods of brand mentions throughout 2014
VOLUME BY MONTH/CONTINENT
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Audience interestedin Sports
DEMOGRAPHICS
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Audience interested in Sports / Health & Fitness most active in June & July 2014
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PAID MEDIA
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BRANDWATCH EXPORT
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INVESTIGATION
PURCHASED
THINKING OFBUYING
CUSTOM CATEGORY:PURCHASE BEHAVIOUR
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TOP KEYWORDS FROM ‘INVESTIGATION’ CATEGORY
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NEWS SITES WHICH HAVE BEEN POSTIVE ABOUT BRAND
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EARNED MEDIA
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TOP SITES: BLOGS
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NEGATIVE TWITTER AUTHORS BY IMPACT
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SOCIAL
PR
STRATEGY
MEDIA
SEARCH
MOBILE
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Thank you!
Any questions?