This document summarizes how Monster used Brandwatch to analyze over 1 million tweets about people loving or hating their jobs. They built queries to find relevant tweets and analyzed the data to discover stories. Monster then pitched these stories to media outlets, achieving over 200 press hits reaching 270 million people and 252 TV segments reaching over 4 million viewers. Monster also tracked mentions of the stories on social media and in relevant news articles to measure the success.

1. Do you love
your job?
Using Brandwatch to
create and track earned
media opportunities
May 11, 2016

2. Introduction and agenda
• Hi, I’m Patrick!
• Monster today, and how we use Brandwatch
• Case study overview:
– A deep dive into how Monster analyzed more than a million tweets from people who
loved or hated their jobs to create a PR and content marketing hit.
– Query building, data strength analysis, intelligence gathering, success measurement
• Outcomes
• What’s next
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3. What is Monster?
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4. How Monster uses Brandwatch today
• Brand mentions
• Competitive analysis
• Market research and
intelligence
• Influencer and earned
media tracking
• Advertising efficiency
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5. Case study: Love/Hate analysis
• Objective: Discover who
takes to social media to
complain about — or
praise — their employer or
job.
• Goal: Earned media;
placement in major media
outlets (print/digital, TV,
radio). Showcase
Monster’s social data
mining capabilities.
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6. How we did it
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"ihatemyjob" OR "I hate my
job" OR "hate my job" OR "my
job is the worst" OR "my job
is awful" OR "I have the
worst job” ...
"ilovemyjob" OR "I love my
job" OR "love my job" OR "my
job is the best" OR "my job
is awesome" OR "I have the
best job” ...

7. How we did it
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RTs
!?#

8. How we packaged it together
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9. What success looked like
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• More than 200 press hits with a total reach of nearly 270 million
• 252 TV airings to 4 million-plus viewers
• Tens of thousands of social posts related to the content.

10. Tracking success
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links:("cnbc.com/id/102741052”
OR "msn.com/en-us/news/other/surprise-people-actually-
really-love-their-jobs/ar-BBkScKc”
OR "nbcnews.com/business/careers/who-complains-most-least-
about-their-jobs-social-media-n372346”
OR "mashable.com/2015/06/11/east-coast-hate-their-jobs/”
OR
"staradvertiser.com/news/breaking/20150610_Hawaii_tops_job
_satisfaction_study.html”
OR "news-press.com/story/news/2015/06/10/florida-job-hate-
twitter-study-says/71030042/”)

11. COMING SOON!
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12. Thank You!
Questions?