brandwatch use cases

8/9/2019 Brandwatch Use Cases

1/14

Examples of What We’re Tracking In Brandwatch

Broker Leads

Brokers to whom we reach out and ask, “Are you showing our property?”

Anywhere from 10-30% of mentions we receive have been relevant (become leads). Below is a relevant mention:


2/14

Most Mentions Don’t Become Leads

We don’t respond to irrelevant mentions like these:


3/14

Resident Leads

Apartment hunters (condo for The Atlantic) looking for a place to live now or in the next several months.


4/14

Lease Up Soon

Tenants in SF, Chicago, and Atlanta whose leases are up soon.

Subletters

Residents violating their leases by subletting through AirBNB, HomeAway, etc.


5/14

Competitor Promotions

Posts/tweets from our competitors in which they reveal the promotions they’re running.


6/14

Competitor Sentiment

People talking positively or negatively about our competitors on the social web (forums, discussion boards, blogs, etc.)

Facebook, and Twitter.


7/14

Chatter About Our Properties

People talking positively or negatively about our property on the social web (forums, discussion boards, blogs, etc.), Faceb

and Twitter.


8/14

How Brandwatch Gives Us Free Advertisement

Brandwatch sends us daily alerts of brokers and apartment hunters in the area.

When we tweet to them, any retweets = free advertisement of the embedded photo (rental versions below):


9/14

How Much Free Advertisement Are We Getting (Through Retweets of These Photos)?

Above are just a few of the retweets we’ve received.

Retweets over time – Slow in January, but we refined our queries and (as a resu lt) found our mojo in February and March.

These retweets gain us new followers, most of whom live in p roperty’s city (because those retweeting us live in th


10/14

Sample Tweet to Apartment Hunter in Atlanta (and the retweet) Sample Tweet to Apartment Hunter in Chicago (and the retweet)


11/14

Sample Tweet to Broker in Atlanta (and the retweet) Sample Tweet to Broker in Chicago (and the retweet)


12/14

RENTER/BUYER LEADS QUERY | JAN 1 – MAR 31

Renter/Buyer

Mentions Identified:

771

Renter/Buyer

Mentions Replied To:

146

Retweets:

15

The Atlantic

Renter/Buyer Mentions Identified:

Renter/Buyer Mentions Replied To:

Retweets:

Engagement:

Replied to 19% of mentions

(remainder were i rrelevantor not seriously looking)

15 retweets put our brand

and website in front of

31,588 people

*Includes apartment and

condo hunters

Renter Mentions

Identified:

471

Renter Mentions

Replied To:

93

Retweets:

3

Astoria Tower

Renter Mentions Identified:

Renter Mentions Replied To:

Retweets:

Engagement:


(remainder were ir relevant

or not seriously looking)


and website in front of 2,188

people

Renter MentionsIdentified:

278

Renter Mentions

Replied To:

38

Retweets:

0

NEMA

Renter Mentions Identified:

Renter Mentions Replied To:

Retweets:

Engagement:


(remainder were ir relevant

or not seriously looking)

0 retweets. We are working

with NEMA’s Brandwatch

person to improve our

responses.


13/14

BROKER LEADS QUERY | JAN 1 – MAR 31

Broker Mentions

Identified:

201

Broker Mentions

Replied To:

63

Retweets:

3

The Atlantic

Broker Mentions Identified:

Broker Mentions Replied To:

Retweets:

Broker Mentions

Identified:

386

Broker Mentions

Replied To:

45

Retweets:

1

Astoria Tower



Retweets:

Broker Mentions

Identified:

249

Broker Mentions

Replied To:2

Retweets:

0

NEMA



Retweets:

Engagement:


(remainder were i rrelevant)


and website in front of 2,414

mainly local Twitter users

*Includes apartment and

condo brokers

Engagement:


(remainder were irrelevant)

1 retweet put our brand and

website in front of 855

mainly local Twitter users

Engagement:

Replied to 1% of

mentions – We are

working with NEMA’s

Brandwatch person to

do better.

0 retweets. We are

working with NEMA’s

Brandwatch person to

improve our responses.

Broker Tours:

2


14/14

Broker Leads: How Are W

Much of January was spen

query to get more leads a

relevant leads. By Februa

we were identifying sever

leads a day. More broker

retweets (free advertisem

and website) to a wider au

need to further refine the

Example at left is for Chic

Renter/Buyer Leads: How A

Much of January was spent r

query to get more leads and

leads. By February and Marc

identifying several new brok

More broker leads = more re

advertisement of brand and

wider audience. We need to f

the queries. Example at left is

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