brandwatch masterclass: competitor benchmarking

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Brandwatch Masterclass II nchmarking Against Competito Joakim Nilsson, Managing Director, SCRM Cloud Twitter @JoakimNilsson

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London Brandwatch Masterclass Session, 3 October 2014

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Page 1: Brandwatch Masterclass: Competitor Benchmarking

Brandwatch Masterclass IIBenchmarking Against Competitors

Joakim Nilsson, Managing Director, SCRM Cloud

Twitter @JoakimNilsson

Page 2: Brandwatch Masterclass: Competitor Benchmarking

How do you benchmark your brand?

Page 3: Brandwatch Masterclass: Competitor Benchmarking

…when you have a lot of competitors?

Page 4: Brandwatch Masterclass: Competitor Benchmarking

What you’ll learn today:How to benchmark share-of-voice metrics across brands

Mention Volume

Page Types

Published vs.

Earned Mentions

Custom Categorie

s

Page 5: Brandwatch Masterclass: Competitor Benchmarking

How do we do it?Benchmark mention volume across brands

Mention Volume

Page Types

Published vs.

Earned Mentions

Custom Categorie

s

Page 6: Brandwatch Masterclass: Competitor Benchmarking

Mention volume across brands and over time

Page 7: Brandwatch Masterclass: Competitor Benchmarking
Page 8: Brandwatch Masterclass: Competitor Benchmarking
Page 9: Brandwatch Masterclass: Competitor Benchmarking
Page 10: Brandwatch Masterclass: Competitor Benchmarking

Stacked chart– comparing mention volume

Page 11: Brandwatch Masterclass: Competitor Benchmarking

%-chart – Comparing relative share-of-voice

Page 12: Brandwatch Masterclass: Competitor Benchmarking

How do we do it?Benchmark mention volume across brands

Mention Volume

Page Types

Published vs.

Earned Mentions

Custom Categorie

s

Page Types

Page 13: Brandwatch Masterclass: Competitor Benchmarking

Understanding your competitions social buzz across page types

Page 14: Brandwatch Masterclass: Competitor Benchmarking
Page 15: Brandwatch Masterclass: Competitor Benchmarking
Page 16: Brandwatch Masterclass: Competitor Benchmarking

How do we do it?Benchmark mention volume across brands

Mention Volume

Page Types

Published vs.

Earned Mentions

Custom Categorie

s

Custom Categorie

s

Page 17: Brandwatch Masterclass: Competitor Benchmarking

Benchmarking volume of sports related social buzz across brands

Page 18: Brandwatch Masterclass: Competitor Benchmarking
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Page 20: Brandwatch Masterclass: Competitor Benchmarking
Page 21: Brandwatch Masterclass: Competitor Benchmarking

Benchmarking volume of sports related social buzz across brands

Page 22: Brandwatch Masterclass: Competitor Benchmarking

How do we do it?Benchmark mention volume across brands

Page Types

Published vs.

Earned Mentions

Custom Categorie

s

Mention Volume

Page 23: Brandwatch Masterclass: Competitor Benchmarking

Understand if the social buzz around a brand is published by the brand themselves or their

audience

Page 24: Brandwatch Masterclass: Competitor Benchmarking
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Q&ALet’s stay in touch via Twitter @JoakimNilsson