NY Masterclass Session, May 8

1. Masterclass/ A Look Inside Brandwatch
Iris Vermeren iris@brandwatch.com | Tel: +1 212 229 2240
May 2014

2. Contents
© 2013 Brandwatch | www.brandwatch.com 2
How Brandwatch uses ... Brandwatch!
1. Hard core listening
• Alerts
• Queries
• Spam
• Dashboard
2. Best practices for Community Managers
• Competitors
• Customer support
• Generating leads
• Finding influencers
• Earned vs. owned media
3. How we measure success
• Measuring campaigns

3. © 2013 Brandwatch | www.brandwatch.com 3
Hard core
listening

4. Marketing
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5. Alerts
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6. Brandwatch Query
© 2014 Brandwatch | www.brandwatch.com 6
Include
Exclude

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8. 8
(site:keepsbugsoff.com OR keepsbugsoff
OR "can of Off" OR "bottle of OFF"
OR "Off botanicals" OR "Off towelettes" OR "Off clip-on" OR "Off insect repellent" OR "Off familycare" OR "Off family care towelettes" OR "OFF Smooth and Dry" OR "Off
Smooth & Dry" OR "Off Clean Feel" OR "Off Deep Woods" OR "deep woods off" OR "Off Citronella Bucket" OR "OFF Triple Wick" OR "Off Patio & Deck" OR "Off PowerPad"
OR "Off mosquito coil" OR "Off mosquito coils" OR "Off bug control" OR "Off backyard pretreat" OR "Off backyard pre-treat" OR "Off hose end" OR "Off outdoor fogger" OR
"Off fogger"
OR raw:"We have Off!"
OR (("Off Active" OR "Off Sportsman") NEAR/5 (DEET OR mosquito* OR "West Nile Virus"))
OR (("off spray"~1 OR "Children's Off") NEAR/10 (ant OR ants OR bedbug OR bedbugs OR bee OR bees OR beetle OR beetles OR borer OR borers OR bug OR bugs OR
chigger* OR cockroach* OR cootie* OR flea OR fleas OR flies OR fly OR horsefly OR houseflies OR housefly OR insect* OR lice OR louse OR midge OR midges OR midgie
OR midgies OR mite OR mites OR mosquito* OR mossie* OR mozzie* OR "no-see-um" OR "no-see-ums" OR noseeum* OR pest OR roach OR roaches OR tick OR ticks OR
vermin OR wasp* OR weevil*
OR aerosol* OR "deep woods" OR DEET OR metofluthrin OR picaridin OR repel OR repellent* OR repeller
OR bite OR bitten OR fleabit* OR itch* OR rash OR rashes OR sting OR stinger OR stings OR stung OR "West Nile Virus"
OR "SC Johnson" OR "S C Johnson" OR SCJohnson))
OR (raw:("OFF!" OR "Off!") AND (off NEAR/5 (ant OR ants OR bedbug OR bedbugs OR bee OR bees OR beetle OR beetles OR borer OR borers OR bug OR bugs OR
chigger* OR cockroach* OR cootie* OR flea OR fleas OR flies OR fly OR horsefly OR houseflies OR housefly OR insect* OR lice OR louse OR midge OR midges OR midgie
OR midgies OR mite OR mites OR mosquito* OR mossie* OR mozzie* OR "no-see-um" OR "no-see-ums" OR noseeum* OR pest OR roach OR roaches OR vermin OR
wasp* OR weevil*
OR aerosol* OR "deep woods" OR DEET OR metofluthrin OR picaridin OR repel OR repellent* OR repeller OR spray OR sprays OR spritz
OR bite OR bitten OR fleabit* OR itch* OR rash OR rashes OR sting OR stinger OR stings OR stung OR "West Nile Virus"
OR "SC Johnson" OR "S C Johnson" OR SCJohnson)))) AND country:us
NOT ("Insect Repellent Bugger Off" OR "bite it off" OR "tick me off" OR "Cool Off Towelettes" OR "Papa Roach" OR "show off" OR "fly off the" OR "elbows off the" OR "tick
everything off" OR "bitten off" OR "flies of the" OR "BUZZ OFF" OR "ticks me off" OR "GET IT OFF" OR "Burt's Bees" OR "piss me off" OR "scratch it off" OR "hands off" OR
"bite head off"~4 OR "can of off brand" OR "bottle of Off-Brand" OR "tick people off" OR "Bug Off" OR "louis vuitton" OR "shook off a" OR "cooties off" OR "tick OFF" OR "bite
our face off" OR "flies off the" OR "TO GO OFF" OR "ward off the" OR "LAY OFF" OR "SHAKE IT OFF" OR "Branching off" OR "BITE HIS EARS OFF" OR "off of it" OR
"spray off of" OR "pull off the seat" OR "would come off" OR "Bee Die-Off" OR "not far off" OR "off Ebay" OR "spray tan" OR "spray tans" OR "tape off" OR "turned off" OR
"Soft Bath Oil" OR "try and wash off" OR "Wipe Off! Clean" OR "off Amazon" OR "fly off" OR "take off" OR "takes of" OR "taking off" OR "wash off"~1 OR "wipe off"~1 OR
"took off"~1 OR "ripped off"~1 OR "drop off" OR "em off" OR "were off" OR "ward off" OR "dollars off" OR "50 off" OR "them off" OR "shook off" OR "cooties off" OR raw:("%
Off" OR "% OFF" OR "% off" OR "$ Off" OR "$ OFF" OR "$ off") OR "stand-off" OR "ticked off" OR "take it off" OR "clean off" OR "back off" OR "socks off" OR "to spray off"
OR "we spray off" OR (piss* NEAR/0f off) OR ((come* OR coming) NEAR/0f off) OR "tick off" OR "tick you off" OR "set off" OR "fuck off" OR "fly off" OR "flies off" OR viagra
OR ugg OR uggs OR site:hotcouponworld)
NOT raw:("% OFF!")

9. Dashboard
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Best Practices

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Often the response on social media is faster for customers than sorting through
an auto-response on a phone to reach the appropriate department.

12. Finding Leads
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13. Influencers
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14. Staff
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ROI

16. Earned vs. Owned
© 2014 Brandwatch | www.brandwatch.com 16
The relationship between our owned and earned media

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18. ROI
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Measuring your social ROI may not be perfect, but it’s not
impossible either.

19. Campaigns
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Questions