Presentation: Understanding Your New Social Audience Presented by: Adam Edwards, Senior Consultant, Brandwatch Fashion and Beauty brands are constantly exploring new ways to engage with their audience, but is anybody doing it right yet? And perhaps more importantly - what do the numbers really tell us? Drawing on Social-Analytics data, Adam will explore these issues, including: - How can brands balance the integrity of their brand with the need to move at the speed of social? - What's the impact of brand ambassadors in crisis scenarios? Where and who is the real audience, and are they really worth it?

1. Understanding Your New Social
Audience
2014
Adam Edwards – www.brandwatch.com

2. © 2014 Brandwatch | www.brandwatch.com 2
Adam Edwards
Senior Consultant - Brandwatch
@edwardsadam
@brandwatch / #brandwatch

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The long and short of it/

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The plan/
• The journey of your audience
• Finding and appealing to that new audience
• Dealing with the challenges and finding opportunities
• Understanding the meaning behind the numbers

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The new
audience

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How your audience has changed/
Understand Appeal Optimize
Then Focus Groups Print Ads Sales Numbers
Questionnaires Commercials Viewers
Recent Forums Email Web Analytics
Search Blogs Feedback
Now Social Social Social
S
p
e
e
d

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The myriad of social networks/

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The process/
Understand
Appeal
Optimize

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The process/
Find
UnderstandAppeal
Optimize

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Finding &
appealing

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Finding your Phans/

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Reaching them/

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Understanding and Appealing/
• Cater your approach to:
• Your new audience AND
• The specific social network

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Challenges

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The Burberry approach/

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The role of the influencer/

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The numbers/

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The extent/

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The extent/

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Challenge -> Opportunity/
1. Real-Time response
2. New audience
3. Understanding worth

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Numbers -> Data/

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Numbers -> Data/

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Numbers -> Data/

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Numbers -> Data/

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What if it all
goes wrong?

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Brand image/

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Brand image/

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Uh oh/

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The reality/
=
=
175,000
55,000

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The reality/
= 5,500+
=+ 679

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The reality/
= 10
++

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The reality/

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Recap/
1. Find your new audience
2. Understand how to appeal and engage
3. Find opportunities from the challenges
4. Move from numbers to data, because…
5. The numbers lie!

34. Say hi/
34
Email /adam@brandwatch.com
Web /http://www.brandwatch.com
Twitter @edwardsadam/@brandwatch
Telephone /
US: +1 929 777 0487
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
© 2014 Brandwatch | www.brandwatch.com