Boyana Staneva, Brandwatch

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Identifying and analyzing a
target audience with Analytics
Use social Intelligence to Grow Your Business

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Session Agenda
• The Business Case
• The Use of Brandwatch Analytics
• A Practical Example
• Best Practices

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The
Business
Case

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Find Clients for your new products
When Launching a new product or service for example, this can help you:
• Find a list of potential new customers. For example
– Pet owners who are interested in pet insurance.
– Baking lovers, who watch the Great British Bake-off.
– Football fans, who are looking for a new internet provider.
• Create marketing content that is relevant to them.

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• Draw information in a matter of hours
– No surveys to conduct
– No focus groups to conduct
– A virtually non-existent wait time
• Know that your data is relevant and real time.
Get Social
Intelligence Fast

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Use Social Intelligence to Drive
Business Growth
• Shift from using social media intelligence as a monitoring tool, to a
weapon of business intelligence.
• Leverage the power of social media intelligence to reach your
customers.
• Use social media intelligence to find new customers and approach
them the right way.

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Brandwatc
h Analytics
Comes in

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We’re launching a new product targeted at professionals
who work in rough surfaces, such as:
– Construction Workers
– Welders
– Electricians
– Mechanics
– Plumbers
It would be nice to be able to find a list of these
professionals’ twitter handles. And to know which type
of content would be most effective for turning them into
customers.
If we were
launching a new
product...

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Analytics Methodology

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Finding your authors

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Extracting your authors

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Tracking those authors
conversations

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Real Use
Case

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• Launching a new
Service to link up
expats
• Targeted only at
English speakers
• Software is ready to
go… we need to find
200 expats to send
pilot invitation to.
Finding the Audience

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Applying the methodology

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Getting the data

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Backfill for a year

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A Bit of QA

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Evaluate Unique Authors

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How to find out what they talk
about

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A recap

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A recap

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A recap

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How to find relevant content
• We now have a list of expats to invite.
• We now have a query that effectively tracks down EVERYTHING that
these expats post on Twitter.
• We can use Brandwatch Analytics to find marketing content that is
relevant and appealing to them by using a few different dashboard
components:
– Twitter Insights
– Topics Cloud
– Entities (top hashtags, individuals, organisations)

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Topics Component

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Entities Component

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Twitter Insights

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Best
Practices

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What to look out for
• Watch out for sarcasm
• Choosing authors who have posted few times about their profession or
status
• Exclude retweets (NOT raw: “RT @”) when trying to find your target
population.

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Now You Know