Tag Archives: analytics

Ready for #NYKConf

5 things I learnt at NYK Europe

You never know what to expect from a brand-organised conference. A little bit of hard sell, a whole lot of soft sell, maybe some interesting speakers, possibly nice people, undoubtedly decent catering and an ok sort of venue. That’s pretty much the best case scenario.

NYK Europe, the new social media intelligence conference from Brandwatch delivered on all those fronts. And probably more. It was nice to spend time with lots of other people deeply interested in social media analytics and consumer marketing insights (yes, leaving the rest of you FREE to party on without us)!

Here are five things I learned:

1. The key to meaningful innovation is empathy – Clara Gaggero and her magician husband Adrian Westaway designed the only phone manual ever to be put on display at MOMA. After observing elderly people struggling to un-box and set up new mobile phones, they made two hard-bound books which the sim card and phone could be placed into, creating a fun, interactive process with packaging, gadget and instruction all blended into one. Such a cool, simple idea.

2. Some nice lines to use about working with influencers: “Influence is contextual. It’s not absolute. It’s not a commodity. Influence is an eye-dropper: diffusion not infection. It’s all about planting a seed”. Thanks Dr Paul Siegel! Influencer marketing is still so misunderstood – good to be reminded it’s all about relationship-building (a la old school PR) not sledge hammers.

3. “Social for good” is something we can all be working towards: it’s all about using social data to solve read world problems. Yes, thanks Edward Crook (research manager, Brandwatch) – let’s have some more of that!

4. A 25 year old man can be a global figurehead for challenging gender stereotypes. Liam Hackett has been working with Brandwatch to research misogynistic language online and see how it impacts on men as well as women. Their first report was published in January. More collaborative work is coming. Liam’s agency worked with Lynx on a new tone of voice – as revealed in the aftershave’s latest campaign, Find Your Magic.

5. Mark Zuckerberg may have come to the party late, but he really knows what he’s doing with virtual reality. I hadn’t seen this latest video but its clear that the marriage between Oculus’ technology and Facebook’s 1 billion strong marketplace is frighteningly powerful. Meanwhile, if Twitter doesn’t innovate fast, we could all be deleting our accounts. Just two stories I heard on NYK’s savvy audience grapevine.

Thanks for having me, Brandwatch! Look forward to the next one.

Jacqueline Gold on Twitter

The Top 100 UK CEOs on Twitter

However faddy influencer marketing might have become, the concept of influence is a useful one – anything that gets us away from vanity metrics (Get me 1m followers now – I don’t care who they are!) and onto something more meaningful has to be a bonus.

Influence is a metric social media marketers can actually work with – and something non-experts can easily understand. Well, hooray for that.

This week Brandwatch soft-launched Audiences, a product that trawls data from user bios and content on Twitter to bring you instant, real-time insights into who’s leading the conversations that matter to your brand.
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Smile by Keran Look Loy

5 great ways to boost your personal brand

Your digital footprint is your personal brand. It can help to approach it in the same way as you would a corporate brand: have a focus, be consistent and make sure clients and customers can find you.

It takes time and effort to build a personal brand online. But there are plenty of tools and shortcuts you can use to ensure you’re getting the best possible return on investment.

In terms of professional profile, Twitter and LinkedIn are key. Here are five easy ways to boost your personal branding using those two social networks:

1. Use a decent photo

This is stating the obvious, but it amazes me how many people (even in comms) use a blurry or inappropriate photo or (even worse) don’t bother with a pic at all. People want to connect with other people. A face in your avatar or profile photo shows you’re human. A smiling face is even better.
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Coffee Corner by Joanne Wan

4 social media analytics resources for bloggers and content marketers

It’s been great working with Nesta’s Destination Local project over the past few months. Like other sectors, local news has seen its fair share of disruption and, as local print papers decline, it’s interesting to see how independent online media are stepping into the breach.

In September 2015 Nesta announced funding for 10 hyperlocal publications. The funding was accompanied by support and training and was intended to help participants “define and measure their success online”.

I was brought in to help with social media analytics. Although the resources I produced are created for hyperlocal publishers, the practical advice is relevant to anyone publishing online today – so whether you’re a blogger, content marketer or freelancer, please take a look!

Here they are:

  1. A Guide To Social Media Analytics (video)
  2. Twitter Chat On Social Media Analytics (Storify)
  3. Setting Up A KPI Spreadsheet (blog)
  4. Six Great Insights Social Media Analytics Can Give You (blog)

I hope you find these useful. Please feel free to share, and do let me have your feedback and any questions in the comments. Or you can always tweet me @JemimaG.

Photo: Joanne Wan

M's Valentine Chocolates by Cocreatr

It’s not all roses for chocolatiers on Valentine’s Day

Everyone loves something sweet from someone they love – and chocolates are the UK’s most popular Valentine’s gift. So how are chocolatiers using social media to ensure that out of the whopping £1.9 billion UK Valentine’s spend, they get a decent slice of the action?

I looked at eight of the best independent chocolatiers on Twitter to see how they’ve performed in the last month. Here’s what I found (thanks Brandwatch for the data and analytics):

1. In terms of audience, Rococo Chocolates are most loved of business executives, Hotel Chocolat of politicians and Green & Black’s of fitness gurus – so now you know! (See fig.1 for breakdown and more details). Women love Chococo and Hotel Chocolat while men tend to go for Paul A Young or Mast Brothers (both brands with something inherently manly about them).
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