In this session we'll be discussing how Brandwatch Audiences can be used to better understand, nurture and grow your existing communities. Learn how to reach new audiences by identifying effective influencers, discovering new content marketing opportunities and using tactical paid advertising.

1. Audience-Based Community
Management
Know, nurture and grow your online communities
NICK TAYLOR/ PRODUCT MARKETING MANAGER

2. What is my
Audience?

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engaged authors
target audience
followers
employees?
Community Growth
Paid Marketing
Market Research
Customer Service
Social Selling
PR & Reputation
Advocacy
Community Nurturing
Organic Marketing

4. What is my
Relationship
with them?

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engaged authors
target audience
followers
employees
It depends…
(Potential) Customers
Advocates
Amplifiers
Co-creators
Collaborators
Community Members

6. Defining my
Audiences

7. Search is getting easier
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8. Knowing what (search) to search for
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Bio (Boolean)
Tweets (Boolean)
Gender
Account Type
Interests
Professions
Followers (Coming
soon)

9. Combining search terms
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10. My Followers
Community
Managers
UK
Mentioned
my #
Individuals
Male
Interested in
Follow
Competitor
USA
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Segment my
Followers
Discover new
Target Audience
Find Engaged
Community

11. Organic
Engagement

12. Bio: (love OR worm
OR avid OR keen
OR lover)
AND
(book OR books OR
reading OR reader
OR literature OR
fiction)
NOT
(publisher OR
published OR writer
OR “wrote a book”)
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13. Location: United
Kingdom
AND
Bio: (love OR worm
OR avid OR keen
OR lover)
AND
(book OR books OR
reading OR reader
OR literature OR
fiction)
NOT
(publisher OR
published OR writer
OR “wrote a book”)
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14. Create a Mood Board
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Trending Topics Content Trends

15. Create a Tastemakers Focus Group
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Find the Right Time to Post

17. Create a Focus Group
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18. Plan a Campaign
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19. Measure the Engagement that Matters
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20. A Helping Hand

21. The Gold in your Audience The Right Insiders
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22. The Influence Score
Discover the ‘Silver Tier’
• Potential Reach
• Followers/Following
• # of Lists
• Activity
• Engagement
» RTs, Replies, Mentions
» Influence of People
Engaging
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23. Find the Influencers… That Grow Communities
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24. Never Miss an Important Moment
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25. An Extra Nudge

26. Tactical Targeted Ads on Twitter
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Pinpointing Infiltrating Retargeting

27. Export List Save 1 Column
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28. Upload to Twitter Ads Target “Tailored Audience”
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29. Boosting the #ArtOfBreakfast campaign
• (Pay to) reach the right people
• Benefit from free secondary reach
• Follow up your press release
‘Using the Audience lists makes Twitter a more viable
advertising platform for us because while our results from
Facebook are far stronger in terms of CPM/CPC/CPV,
Audiences helps us reach named influencers with Twitter Ads
to get our content in front of the right people’
-Groupe Seb
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30. nickt@brandwatch.com
@najttaylor
Contact Nick Taylor
Product Marketing Manager
BRANDWATCH.COM

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