Identifying and Analyzing a target audience with Analytics

Identifying and Analyzing a target audience with Analytics

Identifying and Analyzing a target audience with Analytics from Brandwatch

Identifying and Analyzing a target audience with Analytics

1. #NYKLondon Identifying and analyzing a target audience with Analytics Use social Intelligence to Grow Your Business

2. #NYKLondon Session Agenda • The Business Case • The Use of Brandwatch Analytics • A Practical Example • Best Practices

3. #NYKLondon The Business Case

4. #NYKLondon Find Clients for your new products When Launching a new product or service for example, this can help you: • Find a list of potential new customers. For example – Pet owners who are interested in pet insurance. – Baking lovers, who watch the Great British Bake-off. – Football fans, who are looking for a new internet provider. • Create marketing content that is relevant to them.

5. #NYKLondon • Draw information in a matter of hours – No surveys to conduct – No focus groups to conduct – A virtually non-existent wait time • Know that your data is relevant and real time. Get Social Intelligence Fast

6. #NYKLondon Use Social Intelligence to Drive Business Growth • Shift from using social media intelligence as a monitoring tool, to a weapon of business intelligence. • Leverage the power of social media intelligence to reach your customers. • Use social media intelligence to find new customers and approach them the right way.

7. #NYKLondon Brandwatc h Analytics Comes in

8. #NYKLondon We’re launching a new product targeted at professionals who work in rough surfaces, such as: – Construction Workers – Welders – Electricians – Mechanics – Plumbers It would be nice to be able to find a list of these professionals’ twitter handles. And to know which type of content would be most effective for turning them into customers. If we were launching a new product...

9. #NYKLondon Analytics Methodology

10. #NYKLondon Finding your authors

11. #NYKLondon Extracting your authors

12. #NYKLondon Tracking those authors conversations

13. #NYKLondon Real Use Case

14. #NYKLondon • Launching a new Service to link up expats • Targeted only at English speakers • Software is ready to go… we need to find 200 expats to send pilot invitation to. Finding the Audience

15. #NYKLondon Applying the methodology

16. #NYKLondon Getting the data

17. #NYKLondon Backfill for a year

18. #NYKLondon A Bit of QA

19. #NYKLondon Evaluate Unique Authors

20. #NYKLondon How to find out what they talk about

21. #NYKLondon A recap

22. #NYKLondon A recap

23. #NYKLondon A recap

24. #NYKLondon How to find relevant content • We now have a list of expats to invite. • We now have a query that effectively tracks down EVERYTHING that these expats post on Twitter. • We can use Brandwatch Analytics to find marketing content that is relevant and appealing to them by using a few different dashboard components: – Twitter Insights – Topics Cloud – Entities (top hashtags, individuals, organisations)

25. #NYKLondon Topics Component

26. #NYKLondon Entities Component

27. #NYKLondon Twitter Insights

28. #NYKLondon Best Practices

29. #NYKLondon What to look out for • Watch out for sarcasm • Choosing authors who have posted few times about their profession or status • Exclude retweets (NOT raw: “RT @”) when trying to find your target population.

30. #NYKLondon Now You Know