Brandwatch Masterclass: Using Brandwatch for Community Management

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

#brandwatchtips © 2014 Brandwatch.com | 2

Community Manager


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


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 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 [email protected]

Web brandwatch.com

Twitter @brandwatch

Telephone

UK +44 (0)1273 234290

US +1 212 229 2240

DE +49 (0)30568 370 040

Date post:	20-Jun-2015
Category:	Social Media
Upload:	brandwatch
View:	228 times
Download:	0 times