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Life As a Brandwatch Analyst

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Adam Brons-Smith

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Life As a Brandwatch Analyst

  1. 1. #NYKLondon Life as a Brandwatch Analyst Maximising Data with Storytelling Tips & Tricks to quickly discover insights Adam Brons-Smith | Senior Data Analyst
  2. 2. #NYKLondon Adam Brons-Smith | Senior Data Analyst at Brandwatch 1. Previous roles in Digital Agencies, E-Commerce & Consultancy 2. Never been to Brighton before joining Brandwatch 3. You can find me on Twitter - @ABronsSmith Who Am I?
  3. 3. #NYKLondon 1. How to use Brandwatch Analytics to discover insights 2. How to maximise your data with strong story telling What’s Coming?
  4. 4. #NYKLondon A good story can speak to an unfamiliar audience A great story will hold their interest & incite action Essentials for Storytelling: Empathy, Motivation & Content When numbers only tell you so much
  5. 5. #NYKLondon Brandwatch Storytelling: The How?
  6. 6. #NYKLondon Understanding data spikes After selecting a specific data point: In the Single Mention View, press the View button and then select Topics.
  7. 7. #NYKLondon Understanding data spikes After selecting a specific data point: In the Single Mention View, press the View button and then select Topics.
  8. 8. #NYKLondon Understanding data spikes After selecting a specific data point: In the Single Mention View, press the View button and then select Topics.
  9. 9. #NYKLondon Understanding data spikes After selecting a specific data point: In the Single Mention View, press the View button and then select Topics.
  10. 10. #NYKLondon After selecting a specific data point: In the Single Mention View, press the View button and then select Topics. Understanding data spikes
  11. 11. #NYKLondon After selecting a specific data point: In the Single Mention View, press the View button and then select Topics. Understanding data spikes
  12. 12. #NYKLondon Comparing & Understanding Topics on Different Page Types and Platforms. Richer Topic Analysis
  13. 13. #NYKLondon Richer Topic Analysis ● All Page Types may hide topics with smaller volume ● Understanding how conversation/topics change and evolve depending on the Page Type can help tailor your own communications ALL PAGE TYPES FILTERED TO BLOGS & FORUMS
  14. 14. #NYKLondon Focus on organic and original content, by excluding retweets from your Topics Cloud. Richer Topic Analysis TWITTER TOPICS
  15. 15. #NYKLondon Focus on organic and original content, by excluding retweets from your Topics Cloud. Richer Topic Analysis EXCLUDING RTS
  16. 16. #NYKLondon Topics & Communities ● Similar behaviour should be used when analysing coverage of conversation through sites. ● This can help discover new communities to potentially engage and join.
  17. 17. #NYKLondon Topics & Communities ● Similar behaviour should be used when analysing coverage of conversation through sites. ● This can help discover new communities to potentially engage and join. BLOGS, FORUMS & NEWS COVERAGE
  18. 18. #NYKLondon Topics & Communities ● Similar behaviour should be used when analysing coverage of conversation through sites. ● This can help discover new communities to potentially engage and join. ALL PAGE TYPES
  19. 19. #NYKLondon Topics & Communities ● Similar behaviour should be used when analysing coverage of conversation through sites. ● This can help discover new communities to potentially engage and join. FILTERED TO BLOGS & FORUMS
  20. 20. #NYKLondon Filtering By Page Type: How? ● This done by simply clicking into the ‘Filters’ section of a topics.
  21. 21. #NYKLondon Starring Mentions ● Starring mentions allows you to display key insights clearly to your stakeholders to help tell your story with data.
  22. 22. #NYKLondon Starring Mentions ● Starring mentions allows you to display key insights clearly to your stakeholders to help tell your story with data.
  23. 23. #NYKLondon Starring Mentions ● Starring mentions allows you to display key insights clearly to your stakeholders to help tell your story with data.
  24. 24. #NYKLondon Maximise Your Data with Story Telling
  25. 25. #NYKLondon Telling Data Stories: The Know Before You Go Who consumes the data? How do they communicate insights? How do they like to data to be visualised? What do they know already? THE AUDIENCE Establish a business question Research question What are we/ they trying to achieve? Narrative purpose THE OBJECTIVE Link information to strategy What? So what? (The Why) Now what? (The Action) THE STORY
  26. 26. #NYKLondon The Story Angle may not be immediately apparent. New & Unfamiliar Data: Data exploration must come first! Don’t confuse analysis with communication Ongoing Analysis: Actionable insight (in some cases) may only become apparent in the near future Lack of organisational context: Do you know enough about your client/end-user to translate your data-set into actions? Challenges with Storytelling for Analysts
  27. 27. #NYKLondon Telling Stories with Brandwatch
  28. 28. #NYKLondon Start with the bigger picture, then zoom in and deep dive. Reveal datasets at several levels of detail where appropriate Avoid tangents, unnecessary information and stay focused on the goals/objectives Dedicate time to deeper insights than answer clear business/briefing questions? Balance Clarity & Conciseness with Context
  29. 29. #NYKLondon Clearly label your charts, for easier interpretation of data. Hold your audience’s attention, without them having to think about what they are seeing in your report/dashboard. Annotate your reports with language that resonates with your audience’s level of skill and familiarity with social listening tools. Identify the purpose of your components & their implications. Closely Integrate Data & Written Description
  30. 30. #NYKLondon You can add Annotations to your Dashboard by clicking on the ‘Pen and Paper’ icon at the bottom of any tab. Alternatively, the notes component can be found in the normal component menu, and can be added by selecting ‘Note’ and pressing the ‘+ Add to Dashboard’ button. Effective use of Annotation Components
  31. 31. #NYKLondonAnnotation Example Introduction to the Data Segmentation included in Dashboard [link text](http://www.ab.co m) For hyperlinks to resources & further assistance **bold text** *italic text* You can use asterix’s to bold or italic your text. This can help raise awareness to insights or recommendations you have discovered Contact information for feedback, further reporting and clarification if required.
  32. 32. #NYKLondon All formatting options can be found, by clicking into a text box and simply pressing on the view formatting options button. Effective use of Annotation Components
  33. 33. #NYKLondon Guide the end-user/client through your thought process. Why have these components been selected and positioned like they have? Does it help you with your overall data story?. Be prepared to answer important questions about your setup, which may be prompted by the data that is being displayed. Encourage your audience to compare the data and raise questions on their own points of analysis for a higher level of engagement. Effective Dashboard Usage for Communications
  34. 34. #NYKLondon Thank you. Any questions?

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