1.
KEYNOTE
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Martin Kelly
SENIOR FIELD MARKETING MANAGER (APAC)
BRANDWATCH
What is Social
Listening? 5 Tips on
How to Launch a Program

2.
Who am I?
● Brandwatch APAC
Marketing Manager
● Worked around the globe
● Can you guess where my
accents from?

3.
Introducing Brandwatch
The story
Brandwatch is known for its powerful social listening capabilities,
although this is just one part of our consumer intelligence offering.
Whatever label you use, we operate. in the exploding space of
digital data. We exist to help our customers make sense of the vast
amount of information that is created, both externally & internally.
We think of it as a new kind of intelligence, one that brings structure
and meaning to billions of consumer voices, for smarter, data-driven
decision-making.
Use cases
How we help customers in Australia today to:
● Better understand target audiences.
● Better understand the market
● Better understand competitors
● Identify trends and opportunities
● Monitor performance
● Determine ROI

4.
What is social listening?
Social listening is looking at what people are talking about online, on forums, reviews, blogs, social media, underneath news
articles, on websites where they are looking to purchase or have purchased something, and many other public
online places.

5.
5 tips to launch a successful program

6.
1. A goal

7.
1. A goal
2. Understanding its strengths

8.
1. A goal
2. Understanding its strengths
3. Sharing insights

9.
1. A goal
2. Understanding its strengths
3. Sharing insights
4. Surprise and delight

10.
1. A goal
2. Understanding its strengths
3. Sharing insights
4. Surprise and delight
5. Time

11.
5 tips to launch a successful program
1. A goal 2. Understanding
its strengths
3. Sharing
insights
4. Surprise
and delight
5. Time

12.
Background
Nestlé is the world’s largest food and beverage company with locations in 187 countries. Over 2,000 brands now belong to the group,
including products from the areas of culinary art, coffee, cocoa, tea, chocolate, confectionery, and pet food.
The challenge
● Large number of brands and services that attract a lot of attention in the media and among online consumers every day.
● Monitoring these online conversations in real time - emerging crises general industry topics/food trends.
● Nestlé looked for a solution that would surface particularly relevant sources and topics quickly.
● The aim is to pass on the insights gained from social data to all departments, promoting cross-functional collaboration.
Nestle | Case Study

13.
Setting up a Morning Briefing Dashboard
Morning Briefing Dashboard that’s specially tailored to the
Nestlé umbrella brand, which is clear and easy to use.
Step one
All stakeholders were built into the dashboard from the very
beginning.
Agreeing on a set of sources, eg particular sites, target groups of
authors, etc.
The solution
Step two
Focus topics were defined and categorized with the help of rules
and tags in our Consumer Research platform.
The team used data visualization within the platform to preview
and present data in real time, meaning there’s no need to make
manual changes every day.
Step three
Email Alerts were set up for internal stakeholders.

14.
The Morning Briefing Dashboard
Internal stakeholders can access the context in which Nestlé
brands are discussed every day.
Through early warning systems and trackers around brand
health, campaigns, competitors, and trends, the Brandwatch
suite keeps the team up to date with all relevant conversation
across their target groups on online news sites and social media.
The results
An example of this is part of the Morning Briefing Dashboard.
To keep an eye on developments on social for Nestlé, competitor
brands, and to track share of voice.

15.
Feedback
"By combining social listening data with other data sources, such as sales or brand health analysis, we can create a
holistic picture of the performance of our brands' campaigns and thus provide the basis for making management
decisions."
Marcel Heitmeier, Social Media Intelligence Specialist, Nestlé

16.
Now You Know
Brandwatch | The social suite of the future