masterclass 2015: the importance of monitoring conversation outside of your owned media channels

Josh Alidina / Retail Specialist / josha@brandwatch.com / +44 (0)1273 358645

The Importance of monitoring conversation outside of your owned media channels

• The importance of monitoring your earned media

• How to find the conversations that matter

• Informing your content strategy using earned media

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Agenda

WHY?

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Stats

• 76% of mentions of Primark, New Look & Zara over a three

month period were earned mentions

Source: Brandwatch

• 96% of conversation about 188Bet on Twitter happens outside of

their 7,000+ Twitter followers

Source: Brandwatch

• 89% of Marketers said they were looking to focus on their earned

media to get more from their marketing budget in 2014

Source: Econsultancy | Achieve Digital Excellence

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WHY SHOULD

YOU CARE?

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It’s important because:

• People are talking about you, you should be listening to them.

• The overwhelming majority of brand conversation happens

across your earned media

• Get richer insight into your audience

• Use these insights to inform the content that you push out

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How?

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Creating an owned rule

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Creating an earned rule

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M&S – Owned vs Earned

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M&S – Owned vs Earned

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M&S – Owned vs Earned

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How we do it – The Query

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Snapshot: Crocs

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Finding the conversation…

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They missed EVERYTHING

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George Ezra – A missed opportunity?

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Rapid response – Minute by minute charting

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Sad cats

INFORM YOUR

CONTENT

STRATEGY

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Find compelling content

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Understand product perception

Brandwatch can help you to understand what aspects of your brand and products are important to your audience. We

found that comfort was a popular point of discussion, more so than aesthetics. There are also some really good displays

of intent to purchase within the data set such as the first mention shown below.

KEY POINTS

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1. Establish a tone of voice

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2. Reactive content

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2. Reactive content

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2. Reactive content

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2. Reactive content

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3. Proactive content

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Document Limitation

The information given in this document has been checked for accuracy and completeness however

Brandwatch

shall not be liable for any errors or omissions.

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