brandwatch masterclass: using brandwatch for community management

Using Brandwatch for Community Management

Iris Vermeren /Community Manager

Community Manager

“An executive in the company who acts as the ambassador of a company or brand on the web. The community manager builds and monitors multiple communities generated in blogs, forums, social networks, etc. S/he becomes the authorised voice of the company.”

- Financial Times, 2014

#brandwatchtips © 2014 Brandwatch.com | 2

Community Manager Mentions


Listen to your online communities

Drive advocacy by identifying your

most engaged fans

Understand which content performs best and optimise accordingly

Proven techniques for growing your community

#brandwatchtips

© 2014 Brandwatch.com | 4

CONTENTS

Alerts


Setup Queries & Channels

OWNED MEDIA

EARNED MEDIA+


Owned vs. Earned Media

The relationship between owned and earned media


Earned Media

Include

Exclude


Spam


Disambiguation

(site:keepsbugsoff.com OR keepsbugsoff OR "can of Off" OR "bottle of OFF" OR "Off botanicals" OR "Off towelettes" OR "Off clip-on" OR "Off insect repellent" OR "Off familycare" OR "Off family care towelettes" OR "OFF Smooth and Dry" OR "Off Smooth & Dry" OR "Off Clean Feel" OR "Off Deep Woods" OR "deep woods off" OR "Off Citronella Bucket" OR "OFF Triple Wick" OR "Off Patio & Deck" OR "Off PowerPad" OR "Off mosquito coil" OR "Off mosquito coils" OR "Off bug control" OR "Off backyard pretreat" OR "Off backyard pre-treat" OR "Off hose end" OR "Off outdoor fogger" OR "Off fogger" OR raw:"We have Off!" OR (("Off Active" OR "Off Sportsman") NEAR/5 (DEET OR mosquito* OR "West Nile Virus")) OR (("off spray"~1 OR "Children's Off") NEAR/10 (ant OR ants OR bedbug OR bedbugs OR bee OR bees OR beetle OR beetles OR borer OR borers OR bug OR bugs OR chigger* OR cockroach* OR cootie* OR flea OR fleas OR flies OR fly OR horsefly OR houseflies OR housefly OR insect* OR lice OR louse OR midge OR midges OR midgie OR midgies OR mite OR mites OR mosquito* OR mossie* OR mozzie* OR "no-see-um" OR "no-see-ums" OR noseeum* OR pest OR roach OR roaches OR tick OR ticks OR vermin OR wasp* OR weevil* OR aerosol* OR "deep woods" OR DEET OR metofluthrin OR picaridin OR repel OR repellent* OR repeller OR bite OR bitten OR fleabit* OR itch* OR rash OR rashes OR sting OR stinger OR stings OR stung OR "West Nile Virus" OR "SC Johnson" OR "S C Johnson" OR SCJohnson)) OR (raw:("OFF!" OR "Off!") AND (off NEAR/5 (ant OR ants OR bedbug OR bedbugs OR bee OR bees OR beetle OR beetles OR borer OR borers OR bug OR bugs OR chigger* OR cockroach* OR cootie* OR flea OR fleas OR flies OR fly OR horsefly OR houseflies OR housefly OR insect* OR lice OR louse OR midge OR midges OR midgie OR midgies OR mite OR mites OR mosquito* OR mossie* OR mozzie* OR "no-see-um" OR "no-see-ums" OR noseeum* OR pest OR roach OR roaches OR vermin OR wasp* OR weevil* OR aerosol* OR "deep woods" OR DEET OR metofluthrin OR picaridin OR repel OR repellent* OR repeller OR spray OR sprays OR spritz OR bite OR bitten OR fleabit* OR itch* OR rash OR rashes OR sting OR stinger OR stings OR stung OR "West Nile Virus" OR "SC Johnson" OR "S C Johnson" OR SCJohnson)))) AND country:us NOT ("Insect Repellent Bugger Off" OR "bite it off" OR "tick me off" OR "Cool Off Towelettes" OR "Papa Roach" OR "show off" OR "fly off the" OR "elbows off the" OR "tick everything off" OR "bitten off" OR "flies of the" OR "BUZZ OFF" OR "ticks me off" OR "GET IT OFF" OR "Burt's Bees" OR "piss me off" OR "scratch it off" OR "hands off" OR "bite head off"~4 OR "can of off brand" OR "bottle of Off-Brand" OR "tick people off" OR "Bug Off" OR "louis vuitton" OR "shook off a" OR "cooties off" OR "tick OFF" OR "bite our face off" OR "flies off the" OR "TO GO OFF" OR "ward off the" OR "LAY OFF" OR "SHAKE IT OFF" OR "Branching off" OR "BITE HIS EARS OFF" OR "off of it" OR "spray off of" OR "pull off the seat" OR "would come off" OR "Bee Die-Off" OR "not far off" OR "off Ebay" OR "spray tan" OR "spray tans" OR "tape off" OR "turned off" OR "Soft Bath Oil" OR "try and wash off" OR "Wipe Off! Clean" OR "off Amazon" OR "fly off" OR "take off" OR "takes of" OR "taking off" OR "wash off"~1 OR "wipe off"~1 OR "took off"~1 OR "ripped off"~1 OR "drop off" OR "em off" OR "were off" OR "ward off" OR "dollars off" OR "50 off" OR "them off" OR "shook off" OR "cooties off" OR raw:("% Off" OR "% OFF" OR "% off" OR "$ Off" OR "$ OFF" OR "$ off") OR "stand-off" OR "ticked off" OR "take it off" OR "clean off" OR "back off" OR "socks off" OR "to spray off" OR "we spray off" OR (piss* NEAR/0f off) OR ((come* OR coming) NEAR/0f off) OR "tick off" OR "tick you off" OR "set off" OR "fuck off" OR "fly off" OR "flies off" OR viagra OR ugg OR uggs OR site:hotcouponworld) NOT raw:("% OFF!")



Drive advocacy by identifying your most

engaged fans

Understand which content performs best and optimise

accordingly

Proven techniques for growing your

community


Owned Media: Channels


Facebook & Twitter Channels


Your Most Engaged & Active Fans


Most Impactful Content




engaged fans


accordingly


community


Topics


Hashtags




engaged fans


accordingly


community


Finding Opportunities


Growing your community

1. Start your Query off with some broad terms

2. Add in phrases that suggest that someone might be looking to buying/using your product/service

3. Add in some of your competitors

4. Exclude your staff profiles

5. Test & refine until you’re happy with your results


QUESTIONS?


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brandwatch masterclass: using brandwatch for community management

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