Brandwatch Masterclass: Using Brandwatch for Community Management

transcript

Using Brandwatch for Community Management

Iris Vermeren /Community Manager

Content

1. What you need to set up in Brandwatch

2. Understand which content performs best and optimize accordingly

3. Drive advocacy by identifying your most engaged and influential fans

4. Find opportunities to grow your community

Community Manager

“An executive in the company who acts as the ambassador of a company or brand on the web. The Community Manager builds and monitors multiple communities generated in blogs, forums, social networks, etc. S/he becomes the authorised voice of the company.”

- Financial Times, 2014

The Setup

Checklist

Queries

• your brand (earned vs. owned)

• your key competitors

• the industry

Channels

• your Facebook page

• your Twitter page

Rules for in-depth analysis

• your products

• your campaigns

• your hashtags

• your customer service, etc.

Regular/Threshold email Alerts

#brandwatchtips

Alerts Setup

1. Go to Alerts Menu

2. Name your alert

3. Add recipients

4. Choose email type

5. Select your query

6. Add filters if needed

7. Save your alert

Which content performs best?

Earned vs Owned Media

Setup Queries and/or Channels

OWNED MEDIA

EARNED MEDIA+

Owned vs. Earned Media

The relationship between owned and earned media

Compare Topic Clouds

The relationship between your owned and earned key topics

#bdfFTW

A user generated canvas displaying personalized messages and designs from Twitter users around the world for Brighton Digital Festival

Compare Top Hashtags & Top Stories

Identify your most engaged and

influential fans

Earned Media: Queries

Include

• Brand name

• Misspellings

• Hashtags

• @Mentions

Exclude

• Employee handles

• Your official handles

• Spam

Owned Media: Channels

Facebook & Twitter Channels

Your Most Engaged, Active and Influential Fans

Most Impactful Content

Most Impactful Page Types

Use our post type data in order to see which types of posts you create most, and which get the most engagement.

Find opportunities to grow your community

Go Beyond Branded Searches

Monster’s Social Media Command Center

Query Setup

1. Start your Query off with some broad terms

2. Add in phrases that suggest that someone might be looking to buying/using your product/service

3. Add in some of your competitors

4. Exclude your staff profiles

5. Test & refine until you’re happy with your results

Add Brandwatch Streams to Hootsuite

Hootsuite Integration

Our Hootsuite integration allows our users to:

• Filter your Brandwatch search queries by language, source, sentiment to create customized deep listening streams in the Hootsuite dashboard.

• Monitor Brandwatch data streams within the dashboard, then engage influencers through Hootsuite’s publishing workflow.

• Understand and manage social data in a unified interface

• Uncover what people are saying about your brand, then respond strategically by publishing content to multiple channels at optimal times.

Questions?

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.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

Email contact@brandwatch.com

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Twitter @brandwatch

Telephone

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