Social Media

Greg Lee, Brandwatch @ ad:tech - 'How To Use Social Intelligence To Inform Your Business Decisions'

Description
Greg Lee, Agency Lead at Brandwatch speaking at ad:tech London on 13th October 2015 http://ad-techlondon.co.uk/ Register for next year: http://ad-techlondon.co.uk/register
Categories
Published
of 16
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Related Documents
Share
Transcript
  • 1. 2© 2015 Brandwatch | www.brandwatch.com
  • 2. Introduction to evidence based social strategy 3© 2015 Brandwatch | www.brandwatch.com
  • 3. Without listening, Social ROI is hard to establish 4© 2015 Brandwatch | www.brandwatch.com Plan Engage ROI?
  • 4. Evidence based social brand management 5© 2015 Brandwatch | www.brandwatch.com Listen Plan Engage ROI Optimisation Listen Again
  • 5. Today 6© 2015 Brandwatch | www.brandwatch.com Listen Engage ROI Optimisation Listen Again Plan
  • 6. Testing your owned content 7© 2015 Brandwatch | www.brandwatch.com
  • 7. 0 20 40 60 80020406080 Look for trends in post performance 8© 2015 Brandwatch | www.brandwatch.com Product Fact/Advice Pleasantries Seasonal Questions Cust.Serv. Events Inspirational Competition Charity Combined Engagement: Average Likes/Favourites, Shares/RTs & Comments/Replies per brand post
  • 8. Understand drivers for different forms of engagement 9© 2015 Brandwatch | www.brandwatch.com 61.6 55.2 38.4 44.8 0 25 50 75 100 SHAREOFLIKES/FAVORITES(%) POPULARITY Likes / Favourites 48.5 35.0 51.5 65.0 0 25 50 75 100 SHAREOFCOMMENTS/REPLIES(%) INTERACTION Comments/Replies 59.6 70.3 40.4 29.7 0 25 50 75 100 SHAREOFSHARES/RTs(%) VIRALITY Shares/ReTweets ABOUT SELF TWITTER FACEBOOK ABOUT OTHERS ABOUT SELF ABOUT OTHERS ABOUT SELF ABOUT OTHERS
  • 9. Benchmark your impact 10© 2015 Brandwatch | www.brandwatch.com LESS IMPACTFUL MORE IMPACTFUL LESS ACTIVE MORE ACTIVE My Channels Competitor Channels
  • 10. Measuring the impact your customer service channels 11© 2015 Brandwatch | www.brandwatch.com
  • 11. Check your reaction times 12© 2015 Brandwatch | www.brandwatch.com 0% 2% 4% 6% 8% 10% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 2% 4% 6% 8% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 BRAND REPLIES CONSUMER POSTS Average Response in 51.9 min Average Response in 1.46 hr
  • 12. Evaluate your impact 13© 2015 Brandwatch | www.brandwatch.com POSITIVE NEUTRAL NEGATIVE NET SENTIMENT 20 PP -55% -43% 0% 25% 50% 75% 100% START END %CSTWEETS -20% 0% 0% 25% 50% 75% 100% START END %CSTWEETS 12 PP
  • 13. Locating strategically important online authors 14© 2015 Brandwatch | www.brandwatch.com
  • 14. Twitter Network Map 15© 2015 Brandwatch | www.brandwatch.com @beautyfrosting @IMKristenBell @InfluensterVox @Neutragena @RobBarnes338 @HGTVMagPromo @Eizamusica @MamaHolistica @BlessedMama86 @dulcecandy @_everday_life_ @SchoolYardStyle @Genofsavings #WipesForWater Earth Month 2015 MALE FEMALE ORGANISATION Node size is proportionate to follower number Brandwatch Data, Visualized using Gephi
  • 15. Thank-you! Questions? 16© 2015 Brandwatch | www.brandwatch.com
  • We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks
    SAVE OUR EARTH

    We need your sign to support Project to invent "SMART AND CONTROLLABLE REFLECTIVE BALLOONS" to cover the Sun and Save Our Earth.

    More details...

    Sign Now!

    We are very appreciated for your Prompt Action!

    x