masterclass 2015: how to get (a bit) more from brandwatch
TRANSCRIPT
Getting (a bit) more out of Brandwatch
Gareth PriceThe Social Partners
@G_Price
SOCIAL + ADVOCACY = ROI
INTEGRATEDDATA
GRASSROOTS
social networks
forums
FOUR NODES OF INFLUENCE
EXPERT
influential blogs
CROWD WISDOM
ratings
review sites
INNERCIRCLE
WOM
family
friends
work colleagues
STAGE OF
PUCHASE
JOURNEY
TOPICS
POPULAR
ASPECTS OF
OFFER
NEWS-DRIVEN
VS.
SPONTANEOU
S
SENTIMENT
SOCIAL
INSIGHTS
Just 1 in 10 commented on
membership in social media.
But 2 in 3 spoke to family or friends in
person
survey data
+
search data
+
social data
=
stronger insights
CUTTING THE DATA
A useful
target
audience?
0%
2%
4%
6%
8%
10%
12%
14%
16%
Time of day talking about cheese brand across the past year
Focus
analysis
8pm
You couldn’t be
more mature if
you ate all the
(cheese brand)
in the world
Not as mature
as (cheese
brand) though,
ey? Love that
shit
DISCONNECTS IN THE DATA
“The extremes… often
influence the middle,
spilling over into what
the average consumer
believes”
Jill Avery, Harvard
“Decrypting weak signals
may offer better strategic
insights than the familiar
patterns traditional
intelligence sometimes
serves up”
McKinsey
#teamiphone vs.
#teamsamsung
PUT IT IN
CONTEXT
SILENT DATA
0.5% proportion of fans talking
about a brand on Facebook
Karen Nelson Field & Jennifer Taylor, Admap
Less than 1 in 20tweets mention brands
24.0%
18.3%
6.5% 6.2% 5.4%4.1%
0%
5%
10%
15%
20%
25%
30%
Work Leisure Family Exercise Study Sport
Context of conversations about feeling tired
CONSUMER
CULTURE
CONTEXT
CATEGORY
COMPANY
BRAND
PRODUCT
OTHER TIPS
CONCLUSIONS
1. Don’t rely on a single
methodology
2. Experiment with different
quantitative starting points
3. Use Twitter Insights to look for
opinions that resonate
4. Don’t limit your research to
brand and product mentions
