Brandwatch
Client Story
Brandwatch is one of the world’s leading Social Media monitoring and analysis tools.
Today, social networks and the rest of the web are massive indicators of consumer influence, market insights and brand reputations. So for companies to know what, why and where discussions are taking place surrounding their brand or market is imperative.
Launched in August 2007 and now in version 6, Brandwatch is used by brands and agencies around the world to monitor, capture and analyse social media conversations.
Lead Success Metric
We raised brand awareness in social networks – generating almost 1 million impressions on Twitter via 304 Tweets, 3,300 visits from Reddit and over 5,000 page views from one viral article.
Client Need
Given the brief of helping them with search engine optimisation, we have developed a very strong relationship with Brandwatch by gaining a sound understanding of their brand. Through our insight we identified the need to encourage word-of-mouth marketing around their brand and service. As Brandwatch is a social media monitoring tool more commonly used by agencies on behalf of their clients, we felt the correct target audience is active within social networks and so begin to devise a strategy to capture this audience’s attention.
How We Transformed the Client
No Pork Pies decided to target the audience through content that we know works well within social networks but also has a relevance to Brandwatch. Research was conducted to establish which topics proved to be popular in these networks. The research allowed us to better understand the nature of the viral effect, and allowed us to develop a tone that would appeal to the audience, while still retaining Brandwatch’s image as a leading social media monitoring tool.
Articles were produced based around topics such as digital, social media, reputation management and data visualisation.
Once a specific topic for the content was decided upon we created an article to be housed on Brandwatch’s blog. We would then seed this article out through social channels to generate as much ‘buzz’ as possible around the article and around Brandwatch.
The Solution
One article entitled ’10 of the Weirdest Social Networks’ was created on Thursday 29th September 2011. This was published on Brandwatch’s blog and their Twitter account was used to seed out the article to their 3000 followers.
At 8.40pm it was added to discovery engine StumbleUpon naturally by another user, resulting in 116 views. It was also submitted to Digg and ‘dug’ 105 times. By Friday morning it was shared on Reddit where it received 24 ‘up votes’ and 5 comments.
The Result
In the first day of the article’s release Twitter drove 35% of the overall traffic to the Brandwatch website. In the first week the article gained 304 tweets, of which 138 were ‘regular’ tweets, 158 were retweets and eight were replies. This resulted in a massive reach of 437,936 people (or unique Twitter accounts). This generated an estimated 942,160 impressions on Twitter.
To maximise exposure we looked at how many times each person would have been exposed to this Tweet based on the network sharing it:
• 234,052 people saw the tweet once
• 149,561 people saw the tweet twice
• 47,788 saw the tweet three times
• 6,535 saw the tweet four times
This generated some excellent brand exposure for the network on Twitter.
Brandwatch also received 5,198 page views of the article within the first week and a massive 3,312 visits from Reddit alone within the same period.
