masterclass 2015: the importance of monitoring conversation outside of your owned media channels
TRANSCRIPT
Josh Alidina / Retail Specialist / [email protected] / +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
#brandwatchtips © 2015 Brandwatch.com | 2
Agenda
WHY?
#brandwatchtips © 2015 Brandwatch.com | 3
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
#brandwatchtips © 2015 Brandwatch.com | 4
WHY SHOULD
YOU CARE?
#brandwatchtips © 2015 Brandwatch.com | 5
#brandwatchtips © 2015 Brandwatch.com | 6
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
#brandwatchtips © 2015 Brandwatch.com | 7
How?
#brandwatchtips © 2015 Brandwatch.com | 8
#brandwatchtips © 2015 Brandwatch.com | 9
Creating an owned rule
#brandwatchtips © 2015 Brandwatch.com | 10
Creating an earned rule
#brandwatchtips © 2015 Brandwatch.com | 11
M&S – Owned vs Earned
#brandwatchtips © 2015 Brandwatch.com | 12
M&S – Owned vs Earned
#brandwatchtips © 2015 Brandwatch.com | 13
M&S – Owned vs Earned
#brandwatchtips © 2015 Brandwatch.com | 14
#brandwatchtips © 2015 Brandwatch.com | 15
How we do it – The Query
#brandwatchtips © 2015 Brandwatch.com | 16
Snapshot: Crocs
#brandwatchtips © 2015 Brandwatch.com | 17
Finding the conversation…
#brandwatchtips © 2015 Brandwatch.com | 18
They missed EVERYTHING
#brandwatchtips © 2015 Brandwatch.com | 19
George Ezra – A missed opportunity?
#brandwatchtips © 2015 Brandwatch.com | 20
Rapid response – Minute by minute charting
#brandwatchtips © 2015 Brandwatch.com | 21
Sad cats
INFORM YOUR
CONTENT
STRATEGY
#brandwatchtips © 2015 Brandwatch.com | 22
#brandwatchtips © 2015 Brandwatch.com | 23
Find compelling content
#brandwatchtips © 2015 Brandwatch.com | 24
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
#brandwatchtips © 2015 Brandwatch.com | 25
#brandwatchtips © 2015 Brandwatch.com | 26
1. Establish a tone of voice
#brandwatchtips © 2015 Brandwatch.com | 27
2. Reactive content
#brandwatchtips © 2015 Brandwatch.com | 28
2. Reactive content
#brandwatchtips © 2015 Brandwatch.com | 29
2. Reactive content
#brandwatchtips © 2015 Brandwatch.com | 30
2. Reactive content
#brandwatchtips © 2015 Brandwatch.com | 31
3. Proactive content
#brandwatchtips © 2015 Brandwatch.com | 32
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.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
Email [email protected]
Web brandwatch.com
Twitter @brandwatch
Telephone
UK +44 (0)1273 234290
US +1 212 229 2240
DE +49 (0)30568 370 040