Masterclass 2015: The Importance of Monitoring Conversation Outside of Your Owned Media Channels
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Transcript of Masterclass 2015: The Importance of Monitoring Conversation Outside of Your Owned Media Channels
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Josh Alidina / Retail Specialist / [email protected] / +44 (0)1273 358645
The Importance of monitoring conversation outside of your owned media channels
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• The importance of monitoring your earned media
• How to find the conversations that matter
• Informing your content strategy using earned media
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Agenda
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WHY?
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Stats
• 76% of mentions of Primark, New Look & Zara over a three
month period were earned mentions
Source: Brandwatch
• 96% of conversation about 188Bet on Twitter happens outside of
their 7,000+ Twitter followers
Source: Brandwatch
• 89% of Marketers said they were looking to focus on their earned
media to get more from their marketing budget in 2014
Source: Econsultancy | Achieve Digital Excellence
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WHY SHOULD
YOU CARE?
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It’s important because:
• People are talking about you, you should be listening to them.
• The overwhelming majority of brand conversation happens
across your earned media
• Get richer insight into your audience
• Use these insights to inform the content that you push out
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How?
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Creating an owned rule
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Creating an earned rule
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M&S – Owned vs Earned
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M&S – Owned vs Earned
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M&S – Owned vs Earned
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How we do it – The Query
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Snapshot: Crocs
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Finding the conversation…
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They missed EVERYTHING
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George Ezra – A missed opportunity?
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Rapid response – Minute by minute charting
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Sad cats
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INFORM YOUR
CONTENT
STRATEGY
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Find compelling content
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Understand product perception
Brandwatch can help you to understand what aspects of your brand and products are important to your audience. We
found that comfort was a popular point of discussion, more so than aesthetics. There are also some really good displays
of intent to purchase within the data set such as the first mention shown below.
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KEY POINTS
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1. Establish a tone of voice
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2. Reactive content
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2. Reactive content
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2. Reactive content
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2. Reactive content
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3. Proactive content
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Document Limitation
The information given in this document has been checked for accuracy and completeness however
Brandwatch
shall not be liable for any errors or omissions.
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