How to: Use SMM for campaign tracking
Joel WindelsMarketing Manager, EMEA
[email protected] | @linkyeah
Kelly AutenriethTechnical Trainer
• Tracking campaigns in the social media age
• Going beyond counting mentions
• Live demo of Brandwatch – categories and rules
Coming Up
2 © 2014 Brandwatch.com
Don’t be shy/ We’d love your participation
© 2014 Brandwatch.com
• Ask questions in the session chat
• Tweet about our discussion:
A copy of this presentation and a recording of this webinar will be made available after the webinar
3
Campaignsin the socialmedia age
4
5 © 2014 Brandwatch.com
What is a campaign?
6 © 2014 Brandwatch.com
Commercials
H&M USA @hmusa
“All smiles from the first in line! We open our #HMTSQ store in less than 3 hours!”
© 2014 Brandwatch.com7
Hashtags, emails, competitions etc.
© 2014 Brandwatch.com8
Celebrities lying down
9 © 2014 Brandwatch.com
1 2
Conversation about H&M online
© 2014 Brandwatch.com10
1 2
1
2
Celebrity peaks
11 © 2014 Brandwatch.com
Just the relevant mentions
12 © 2014 Brandwatch.com
Celebrity mentions by volume
13 © 2014 Brandwatch.com
Multi-lingual data
14 © 2014 Brandwatch.com
Impact of celebrities by region
15
Sentiment analysis
© 2014 Brandwatch.com
16 © 2014 Brandwatch.com
Sentiment analysis
17 © 2014 Brandwatch.com
Intent to purchase
18 © 2014 Brandwatch.com
Intent to purchase
How to measure campaigns in Brandwatch
19
Fiat 500L: Global Ad Campaign
© 2014 Brandwatch.com20
Q&A
21
22 © 2014 Brandwatch.com