The Feature Our Happiest Customers Love Most
By Gemma JoyceFeb 28
Understanding how other companies operate can be a vital stepping stone in figuring out how your organization compares.
At Brandwatch, we regularly scour the web for open, transparent blogs to see how we rank up.
To add to this roster of valuable content, we sat down with our social team to discuss how they’ve performed over the last two quarters.
Social referrals per month: 8,825
Twitter – 4,577
LinkedIn – 1,529
Facebook – 1,075
Quora – 1,057
Other – 587
Social downloads per month (gated content downloads): 343
Twitter – 206
LinkedIn – 77
Facebook – 44
Quora – 13
Other – 3
Social leads per month (demo requests): 22.4
Twitter – 9.4
Facebook – 5.2
Quora – 4.4
All of the following social stats were collected using Brandwatch Analytics.
Owned Tweets – 621
@mentions – 1,918
Retweets – 1,135
Net followers – 584
Owned Tweets – 198
@mentions – 1,409
Retweets – 734
Net followers – -34
Owned posts – 61
Likes – 91
Shares – 5.6
New page likes – 113
Owned posts – 70
Likes – 229
Shares – 53
New page likes – 113
When we switched the account we lost 266 of the 46,000 following. Since then the account has been growing; 46 net follower growth in April, 50 in May.
Key: Industry daily average / Brandwatch (@Brandwatch and @BW_React) daily average
Owned Tweets – 13.5 / 26.6
Audience RTs – 12.7 / 51.2
Audience @mentions – 33.9 / 102.4
New followers – 7.8 / 19.8
Raw data available here.
1. Creating @BW_React: This data focused account allowed us post data-driven images that drive high engagement and expose Brandwatch to thousands of people we would otherwise miss (example below).
— Brandwatch React (@BW_React) May 23, 2015
2. Facilitating conversations: This year our social chats, our Google Hangouts and our webinars have been shared via Twitter which, in turn, generate conversations, push our social following down the marketing funnel and turn followers into advocates.
— Brandwatch (@Brandwatch) June 3, 2015
3. Increasing our timezone split: Having community managers present in New York and Brighton this year decreased our average response time on Twitter (example below).
4. Recycling old gated content: We began scheduling social posts linking to our old content from our main social accounts, and since January 363 posts have linked to old content generating 2,649 referrals, 440 downloads and 17 demo requests (example below).
Creating pre-designed data images for cultural events: Our Valentine’s Day posts took up design and social team time and didn’t generate significant engagement.
Learnings: Make data images quickly so they’re topical and provide genuine insight, not obvious conclusions (see @BW_React).
— Brandwatch (@Brandwatch) February 13, 2015
Trying to drive demo requests through Twitter: We scheduled dozens of Tweets linking to our demo page hoping our followers would sign up.
Learnings: Pushing your audience from follower to customer in one tweet is often too difficult, pull them down the funnel with content before attempting to sell.
To manage this risk and quell the inevitable damage negative mentions cause, we use a three-tiered approach made possible through Brandwatch Analytics:
1. Awareness: Signals – our automated alerting system released earlier this year – automatically alerts us to emerging crises or negative trends as soon as they start.
Analyzing our data in real time, Signals automatically alerts our team via email if their have been significant changes in our data, such as an increase in overall negative sentiment or an influencer posting unfavorable comments about the brand.
2. Context: Using Brandwatch’s Impact score, we can quickly see how influential the negative author is. Based on this we can tailor our response from a simple @reply to a press release.
3. Manage: To deal with each negative mention and make sure no influential comment is missed, we use our filtering and workflow tools.
With these features, our team can prioritize important mentions and delegate other mentions to support team members.
Linking monthly content – we want all of those conversations we craft on webinars, Google Hangouts and Twitter to fall under one field to allow deeper analysis.
For example, one month could be on ‘Proving social ROI’. The first webinar can act as an introduction and following Twitter chats and Hangouts can provide more depth.
Better team awareness of social stats – to facilitate incremental improvements on social our team needs regular updates on how each channel is performing.
Weekly emails providing details on how many referrals, downloads and demos each platform drives and how it compares to the monthly and yearly average will help.
Pushing further with paid promotion – we plan to use Brandwatch to create tailored audiences to target on Twitter and promote to them using custom landing pages.
Will that finally drive conversions? We’ll let you know in our next social media review.
The majority of data included in this review was found and analyzed using Brandwatch Analytics.
The platform, amongst other things, allows us to constantly optimize and effectively benchmark our social channels.
If you would like to see how Brandwatch can help you, request a personalized demo today and take your social team to the next level.