There is a wide array of practical uses of employing a monitoring tool, from tracking coverage to conducting market research. One use that many don’t often consider however, is to hunt for leads. Starting out is a different act depending on which type of business you run/work for. It can be a particularly powerful weapon for B2B companies to source leads that may be willing to investigate their services. This presentation explains how you can generate leads with social media.

1. Finding Leads
Tracking Intent to Purchase
#brandwatchtips
Stefanie Bull stefanie@brandwatch.com | Tel: +44 (0)1273 234 290

2. A bit about me
© 2013 Brandwatch | www.brandwatch.com 2
Stefanie Bull
Senior Account Manager
stefanie@brandwatch.com
@steffbizzle

3. © 2013 Brandwatch | www.brandwatch.com 3
How to find
leads using
Brandwatch –
Premier Inn

4. It all starts with a Query…
4
The test search is your friend!
© 2013 Brandwatch | www.brandwatch.com

5. 1. Start off broad
5
• Product and industry terms
• Test
• Add alternative words, misspellings, unusual phrasings
© 2013 Brandwatch | www.brandwatch.com

6. 2/ Add in purchase intent phrases
6
• Use NEAR/n
• Natural language
• Add variations
• Search other sites for more phrasings
• Use the tilde ~ to broaden phrases
© 2013 Brandwatch | www.brandwatch.com

7. [screenshot of intentions mentions]
7© 2013 Brandwatch | www.brandwatch.com

8. 3/ Add your brand and competitors
8
• Include your brand name
• Competing products and brands
© 2013 Brandwatch | www.brandwatch.com

9. 4/ Iterate, Iterate, Iterate
9
• Find exclusions
• Exclude your own tweets if desired
• Refine further
• Play with the NEAR/ operator for relevancy
• Repeat
© 2013 Brandwatch | www.brandwatch.com

10. 10
((hotel OR "bed breakfast"~2 OR "premier
inn" OR travelodge) NEAR/5 (recommend*
OR suggest* OR deciding OR "looking for"
OR "need book"~2 OR "want book"~2))
site:twitter.com
NOT raw:"RT @"
© 2013 Brandwatch | www.brandwatch.com

11. 11
(((((synthesio OR Engagor OR sysomos OR marketwired OR "ubervu" OR "uber vu" OR "meltwater buzz" OR meltwaterbuzz OR
"crimson hexagon" OR crimsonhexagon) OR (Alterian NEAR/20 SM2) OR (Crimson NEAR/10 ("social media" OR "monitoring"
OR listening))) OR
((social NEAR/5 (listening OR monitoring OR analytics OR media)) NEAR/3 (platform* OR tool* OR solution* OR dashboard*)))
NEAR/10 (trial* OR demo OR demonstration OR demoing OR recom* OR "looking at" OR "looking for" OR test*))
OR
((("Marketing cloud" OR Marketingcloud OR radian6 OR "radian 6")
NEAR/10
(trial OR demo OR demonstration OR "looking at" OR "looking for" OR test*))
NOT (adobe OR AdobeMktgCloud OR oracle* OR MScloud OR "microsoft cloud" OR "marketing nuage" OR marketingnuage OR
"creative cloud" OR NetCare OR eCircle OR CipherCloud* OR Eloqua* OR "marketing cloud service Clipviral" OR "Cloud Secur"
OR "Cloud Computing Services" OR "Cloud Hosting" OR BuilderTREND OR "full movie online" OR site:pirate-party OR
"#marketing #cloud" OR "Marketing, cloud" OR "Marketing, Cloud" OR site:radian6.com OR buddymedia OR "buddy media" OR
"marketing, cloud" OR "Digital Marketing &Cloud" OR "marketing. Cloud" OR "Google+ Online Marketing Cloud"))
NOT "marketwire distribute" -"marketwired distribute" -"marketwire resonate" -"marketwired resonate" -"wired magazine" -
site:marketwire.com -raw:"(Marketwired -" -raw:"(Marketwired)" -raw:"(Marketwired —" NOT raw:"-(Marketwired -" -"wired mag"
-raw:"--(Marketwired" -raw:"-- (Marketwired" -raw:"-(Marketwired" -raw:"via COMTEX" -comt* -raw:"(Marketwired - ?" -
raw:", ONTARIO" -(country:ca AND (raw:Marketwired AND (raw:CONTACT OR raw:ABOUT)) NOT site:twitter.com) -
site:www.celularchips.com NOT (-site:twitter.com AND ("marketwired april" OR "marketwired apr" OR "marketwired may" OR
"marketwired june" OR "marketwired jun" OR "marketwired july" OR "marketwired jul" OR "marketwired august" OR
"marketwired aug" OR "marketwired september" OR "marketwired sep" OR "marketwired October" OR "marketwired oct" OR
"marketwired nov" OR "marketwired novemeber" OR "marketwired december" OR "marketwired dec" OR "marketwired jan" OR
"marketwired january" OR "marketwired feb" OR "marketwired february" OR "marketwired mar" OR "marketwired march")) NOT
raw:"[Marketwired]" NOT (marketwired NEAR/5 (january OR february OR march OR april OR may OR june OR july OR august
OR september OR october OR november OR december)) NOT (testimon* OR job OR jobs OR hiring OR hire OR hired OR
smm_idealogy* OR poptent OR brandbuddee OR author:marketwired OR author:ubervu OR author:marketingcloud OR
author:danciotu OR cygnet OR author:meshhire OR professionals OR candidate* OR Activ8media OR animal* OR android OR
mobile OR apple OR money OR googlereferral OR liquid OR maalox OR author:japantechfeeds OR SEO OR sung* OR glass*))
site:twitter
© 2013 Brandwatch | www.brandwatch.com

12. 5/ Set up Alerts
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• Set up alerts – real time or at designated intervals
© 2013 Brandwatch | www.brandwatch.com

13. 6/ Always update
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• Keep on top of new products
• Changes in brand names
• Changes in language
© 2013 Brandwatch | www.brandwatch.com

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Questions so
far?

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Tracking intent
to purchase

16. 16
(((want OR looking OR "interested in" OR
tempt* OR "Thinking about" OR "thinking of"
OR considering) NEAR/2f (buy OR get OR
purchase OR buying OR getting)) NEAR/7
xxx) OR (((will OR "i'm" OR Im) NEAR/0f (buy
OR purchase OR buying OR getting)) NEAR/5
xxx)
NOT ((buy OR get OR purchase OR buying
OR getting) NEAR/2 (never OR not OR dont
OR wont OR "wouldn't" OR "don't" OR
message* OR "get over"))
© 2013 Brandwatch | www.brandwatch.com

17. 17
(((want OR looking OR "interested in" OR tempt*
OR "Thinking about" OR "thinking of" OR
considering) NEAR/2f (book OR stay OR booking
OR staying)) NEAR/7 ("premier inn" OR
travelodge OR "travel lodge")) OR (((will OR
"i'm" OR Im) NEAR/0f (book OR stay OR booking
OR staying)) NEAR/5 ("premier inn" OR
travelodge OR "travel lodge"))
NOT ((buy OR get OR purchase OR buying OR
getting) NEAR/2 (never OR not OR dont OR wont
OR "wouldn't" OR "don't" OR message* OR "get
over"))
© 2013 Brandwatch | www.brandwatch.com

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Live Demo

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Key Take Aways

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• Use the test search
• Do some research on other
sites
• Use NEAR for relevance
• Keep refining