Interview: Carnegie Mellon Professor Ari Lightman On How Students Are Empowered By Learning To Use Brandwatch Consumer Research
By Kara FinnertyJun 10
The recent Spredfast Social Summit proved a great opportunity to gain honest and real insights into Spredfast Clients ‘real world’ successes and business challenges.
We already knew the recently launched Brandwatch and Spredfast partnership provides an opportunity to add business value to our shared clients, even more so with the launch last month of Brandwatch Vizia, our next level Social Command Center.
Listening to breakout sessions, and talking to clients at Summit really solidified some ‘real world’ ways in which the joint solution talks to some of these objectives and pain points.
One of the themes of the Spredfast Summit was ‘The why’, with the Spredfast leadership asking attendees to share their reasons as to ‘why’ social participation is so important.
The Breakout sessions brought out some great stories around how teams were optimizing content with learnings from fans or follower behavior on owned channels.
Jason Nickel from Brooks Brothers shared a great story about Penny Loafers, that clearly resonated (it sold a lot of Penny Loafers). A simple but standout comment for me from Aaron Miller of General Mills was:
“Content needs to be remarkable, for people to want to remark about it”.
At Brandwatch, we allow our clients to analyze relevant conversations outside of owned channels, be that for a specific audience set, or even across entire online communities that align with your core audience.
This means you can not only identify the topics that drive conversations in those segments, but also understand the nuances of the language used. Not only you can select new content topics that you know will be interesting, but ensure your specific messaging really resonates. That has to be a head start on the way to ‘Remarkable’.
A number of sessions highlighted clever ways that clients are identifying the fans and followers that deserve some extra ‘love’, and the value of recognizing influencers and advocates was clearly a thread of shared belief.
When integrating Brandwatch with Spredfast, Brandwatch smartstreams allow you to follow focused topic, campaign or industry conversations – outside of those on owned properties – directly into Spredfast, along with data points like impact score, tags that identify attributes you are interested in, and sentiment – to help you decide which conversations or people also deserve some outreach and engagement ‘love’.
Following Spredfast actions can then feed back to Brandwatch, so you can see when your actions, content and campaigns are shifting the dial.
A core talking point throughout a number of breakouts, and for a variety of use cases, was the challenge (and value!) of getting meaningful, digestible social KPIs and results in front of executives, or installed in a ‘Social Command Center’ environment. The enthusiasm Jennifer Kedinger from Hyatt Hotels brought to taking to this later use case was infectious.
These are shared objectives that many of our clients have also expressed to us, and after over a year of client collaboration and development, we released our solution to meet these use cases, Brandwatch Vizia last month.
A joint Brandwatch Vizia / Spredfast Solution allows live visualization of social data across the enterprise, from executive display to Social Command Center, with live engagement actions from Spredfast feeding back in near real time to Brandwatch and being in turn visualized in Vizia Scenes.
And moving from providing metrics into telling beautiful stories in real time from social data is a great way to not just get social data shared and recognized throughout the enterprise, but get the enterprise excited about sharing them …