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London Brandwatch Masterclass Session, 3 October 2014
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Using Brandwatch for Campaign Tracking
Michael Brackpool / Enterprise Sales
Jonny Sawyer / Enterprise Sales
CAMPAIGNS IN THE SOCIAL MEDIA AGE
What is a Campaign?
Hashtags, emails, competitions etc.
H&M USA @hmusa
“All smiles from the first in line! We open our #HMTSQ store in less than 3 hours!”
HOW DO YOU KNOW IF IT WAS SUCCESSFUL
OR NOT?
Conversation about H&M online
12
MAKING SENSE OF YOUR DATA
1 2
Topic Analysis reveals Celebrity peaks
1
2
But which (expensive) endorsement performed best?
CATEGORISATION
What are Categories?
Categories provide a structured way to segment your data by customer profile, emotion, conversation type or anything you want.
Categories allow you to group related data attributes (i.e. a Category "Color" with Subcategories "Red", "Green", and "White").
This allows for easier classification along defined dimensions and more powerful charting options.
They can be used together with Rules to have your data sorted automatically.
Automated by Rules
Easily chart your Subcategories
Compare subcategory volumes
Analyse by region
Sentiment analysis
Demographic Analysis
PURCHASE INTENT
Intent to Purchase Rule
Which endorsement drives purchase intent?
Who’s buying?
So which endorsement really performed best?
A FEW EXTRA TIPS:
Date Range Comparison
Hashtag Operator
Twitter Hindsight
27
Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.
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