Week 7 Giles Palmer Presentation

Monitoring and Evaluating Conversations on the Web with GILES PALMER CEO, Brandwatch

Who is Brandwatch? ,[object Object],[object Object]

Watch Twitter Only ,[object Object]

How: Free stuff – Twitterfall, TweetDeck, HootSuite

How good: Good for engaging, less for reporting B2C

Issues: No analysis; big picture/little picture,[object Object]

Use Blog and Forum Engines Blogpulse, Google Blog search/Bing, Boardreader Omgili, Google forums Time bandits FRUSTRATION

Brandwatch: how our clients use us Brand research Identify, route, engage, evaluate responses Site analysis Language optimization Campaign Planning Campaign Measurement Campaign Evaluation Identify, route, engage, manage Customer Services Prospecting Customer retention Market research Brand analysis Thematics

Online Reputation Management All brands have issues from time to time. Being able to identify the issue, understand what and where it is and whether it needs action is a critical part of managing a brand online In this example the brand wants to understand what’s happening around their brand ,[object Object]

Respond if needed (see SCRM),[object Object]

Online Reputation Management …. but about 1% are the ones the brands PR team would be interested in.

Online Reputation Management Alerts: Brandwatch automatically alerts you to the issue.

Social CRM Clients use Brandwatch to identify and manage their response in customer service issues, PR issues and sales opportunities. To do this they need to: Identify the right mentions Route the right mentions to the right people Engage (if needed) Manage the process 16

Social CRM: Find the right mentions In this example, sales want to engage with English language mentions where someone may be looking to but a Nissan Qashqai, Brandwatch looks for mentions that match the following profile: (qq OR qashqai) NEAR/5 ("looking at" OR buying OR “brand new” OR buy OR test OR getting OR try) The following mention found on http://farmingforum.co.uk/ matches that profile: © 2010 Brandwatch | www.brandwatch.com 17

The customer service team add different category information to the mention to route the mention to the right person and to add data to the mention that will help measurement. Social CRM: Route the mentions mention type Model RBU Priority level and Status are checked Mention is time stamped automatically © 2010 Brandwatch | www.brandwatch.com 18

They add notes to the mention and assign it to the relevant user Social CRM: Route the mentions Assigned by email address Notes are added to the mention Notes have a full audit trail © 2010 Brandwatch | www.brandwatch.com 19

The Nissan user receives an email and logs into the custom dashboard to see the mentions for their action. At this stage they decide what course of action to take based on Nissan engagement guidelines Social CRM: Route the mentions © 2010 Brandwatch | www.brandwatch.com 20

Marketing: Campaign Measurement The Challenge Video game developer ActiVision used Brandwatch to understand the effectiveness of their marketing activities around game launches. Plan the campaign Measure the campaign Evaluate the campaign © 2010 Brandwatch | www.brandwatch.com 22

Marketing: Campaign Planning Understand the terms and phrases that people use around the product

Marketing: Campaign Measurement & Evaluation Brandwatch allows you see the impact of your activities Game released Jeep Wrangler COD Edition Various general game conversations Single player trailer ‘Wager match’ mode announced ‘First Strike’ DLC announced Multiplayer Trailer Prestige edition announced 3DTV support announced

Marketing: Campaign Measurement & Evaluation … and your competitors Game released (US then EU) User reviews and general conversations General conversations ‘Animus Project 1.0’ free DLC released Multiplayer open BETA and trailer New ‘Enter Rome’ trailer ‘Animus Project 2.0’ free DLC released Story line trailer Announcement of collectors edition PS3 DLC announced 7 minute demo trailer released

Research The Challenge A frozen food producer wants to gain further insight in their sector. Using Brandwatch we can look at how people discuss ready meals in relation to health, retailers and a subset of brands. Set up Create the right query – here we looked at “ready meal” OR “ready meals” Find and tag the health, retailer and brand mentions by searching within mentions Use the chart component to identify page types and share of voice Ongoing we could create these as auto-categories

Week 7 Giles Palmer Presentation

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Week 7 Giles Palmer Presentation