One of the main practical applications of using Brandwatch is for public relations companies. It’s no surprise then that Waggener Edstrom has found using the social media analytics tool an essential part of its success, of which they’ve had plenty.
Winner of over 100 awards in 2012, the Washington-headquartered PR agency had been using Brandwatch for over a year when it started planning some research around the 2012 Summer Olympics in London.
Waggener Edstrom planned to use the event as a showcase of their ability to measure social buzz and provide meaningful insight on the so-called ‘Social Olympics’ and the countless brands investing in association with them.
In order to track the conversation around the Olympics, they needed access to multilingual Twitter coverage, the ability to listen to mentions from Chinese micro-blogging site Weibo and also the desire to retrieve historical mentions for the past few months.
To achieve their specific goals, Waggener Edstrom capitalised upon several particular strengths of Brandwatch.
Visualising relevant data
Waggener Edstrom developed an infographic that enabled brands communicating during the Olympics to quickly recognize their:
- Overall conversation volumes on Twitter and Weibo
- Breakdown of share of voice among competing brands
- Regional differences in tone of conversations
- Reasons behind spikes in brand-specific “buzz”
- Impact of timing on brand discussions (pre-games, mid-games, and post-games)
Location detection and page type filtration
The team used the results as a demonstration of how social comments vary by region and across different social platforms. The agency uses insights like these to help clients tailor messages and choose appropriate channels for their customer audiences.
Brandwatch’s historical social media data tracking and coverage in 25 languages was exactly what Waggener Edstrom needed. Being a global company, while some analysis was be done on Twitter in the London office, the firm’s Shanghai and Singapore office were spending time reviewing Weibo activity.
Data manipulation tools
As results poured in for each brand, the Brandwatch platform meant that Waggener Edstrom could automatically categorise, analyse, divide and manage the data with ease. The agency team could then easily export the data and send it to their design team for maximum visual impact.
To find out the results of Waggener Edstrom’s endeavors in full, and read more about how they used Brandwatch, you can download the full case study here.