Audience-based community management - Doing More With Social

Audience-Based Community ManagementKnow, nurture and grow your online communities

NICK TAYLOR/ PRODUCT MARKETING MANAGER

What is my Audience?

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

engaged authors

target audiencefollowers

employees?

Community GrowthPaid MarketingMarket Research

Customer ServiceSocial SellingPR & Reputation

Advocacy

Community NurturingOrganic Marketing

What is my Relationship with them?

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

engaged authors

target audiencefollowers

employees

It depends…

(Potential) CustomersAdvocatesAmplifiersCo-creatorsCollaboratorsCommunity Members

Defining my Audiences

Search is getting easier

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Knowing what (search) to search for

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Bio (Boolean)Tweets (Boolean)

GenderAccount Type

InterestsProfessions

Followers (Coming soon)

Combining search terms

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

My Followers

Community

Managers

UK

Mentionedmy #

Individuals

Male

Interested in

FollowCompetito

rUSA

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Segment my Followers

Discover new Target Audience

Find Engaged Community

Organic Engagement

Bio: (love OR worm OR avid OR keen OR lover)AND(book OR books OR reading OR reader OR literature OR fiction)NOT(publisher OR published OR writer OR “wrote a book”)NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Location: United Kingdom ANDBio: (love OR worm OR avid OR keen OR lover)AND(book OR books OR reading OR reader OR literature OR fiction)NOT(publisher OR published OR writer OR “wrote a book”)NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Create a Mood Board

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Trending Topics Content Trends

Create a Tastemakers Focus Group

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Find the Right Time to Post

Create a Focus Group

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Plan a Campaign

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Measure the Engagement that Matters

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

A Helping Hand

The Gold in your Audience The Right Insiders

NOW YOU KNOW | #NYKCONF BRANDWATCH.COM

The Influence Score Discover the ‘Silver Tier’

• Potential Reach• Followers/Following• # of Lists• Activity• Engagement» RTs, Replies, Mentions» Influence of People

Engaging

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Find the Influencers… That Grow Communities

NOW YOU KNOW | #NYKCONF BRANDWATCH.COM

Never Miss an Important Moment

NOW YOU KNOW | #NYKCONF BRANDWATCH.COM

An Extra Nudge

Tactical Targeted Ads on Twitter

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

Pinpointing Infiltrating Retargeting

Export List Save 1 Column

NOW YOU KNOW | #NYKCONF BRANDWATCH.COM

Upload to Twitter Ads Target “Tailored Audience”

NOW YOU KNOW | #NYKCONF BRANDWATCH.COM

Boosting the #ArtOfBreakfast campaign• (Pay to) reach the right people• Benefit from free secondary reach• Follow up your press release

‘Using the Audience lists makes Twitter a more viable advertising platform for us because while our results from Facebook are far stronger in terms of CPM/CPC/CPV, Audiences helps us reach named influencers with Twitter Ads to get our content in front of the right people’-Groupe SebNOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

nickt@brandwatch.com@najttaylor

Contact Nick TaylorProduct Marketing Manager

BRANDWATCH.COM

Drag picture to placeholder or click icon to add

NOW YOU KNOW | #NYKCONF

BRANDWATCH.COM

BRANDWATCH.COM | #NYKCONF