London Brandwatch Masterclass Session, 3 October 2014

1. Lead Generation
Sean Smith /Head of Account Management

2. A bit about me
Sean Smith /Head of Account Management
Email sean@brandwatch.com / Twitter @mrseansmith
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3. HOW TO FIND
LEADS USING
BRANDWATCH
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4. It all starts with a Query
The test search is your friend!
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5. 1 /Start off broad
• Product/industry terms
• Test
• Add alternative words, misspellings, unusual phrasings
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6. 2 /Add in purchase intent phrases
• Use NEAR/n
• Add variations
• Search the web for inspiration
• Use the tilde ~ to broaden phrases
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7. 3 /Add your brand and competitors
• Include your brand name
• Competing products and brands
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8. 4 /Iterate, Iterate, Iterate
• Find exclusions
• Exclude your own tweets if desired
• Refine further
• Play with the NEAR/ operator for relevancy
• Repeat
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9. ((camera OR SLR OR nikon OR fujifilm) NEAR/5 (recommend* OR
deciding OR "need buy"~2 OR "want buy"~2 OR "need new"~2))
AND site:twitter.com
NOT (author:voyagester OR raw:"RT @" OR iphone)
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10. (((((synthesio OR Engagor OR sysomos OR marketwired OR "ubervu" OR "uber vu" OR "meltwater buzz" OR meltwaterbuzz OR "crimson hexagon" OR
crimsonhexagon) OR (Alterian NEAR/20 SM2) OR (Crimson NEAR/10 ("social media" OR "monitoring" OR listening))) OR
((social NEAR/5 (listening OR monitoring OR analytics OR media)) NEAR/3 (platform* OR tool* OR solution* OR dashboard*)))
NEAR/10 (trial* OR demo OR demonstration OR demoing OR recom* OR "looking at" OR "looking for" OR test*))
OR
((("Marketing cloud" OR Marketingcloud OR radian6 OR "radian 6")
NEAR/10
(trial OR demo OR demonstration OR "looking at" OR "looking for" OR test*))
NOT (adobe OR AdobeMktgCloud OR oracle* OR MScloud OR "microsoft cloud" OR "marketing nuage" OR marketingnuage OR "creative cloud" OR
NetCare OR eCircle OR CipherCloud* OR Eloqua* OR "marketing cloud service Clipviral" OR "Cloud Secur" OR "Cloud Computing Services" OR
"Cloud Hosting" OR BuilderTREND OR "full movie online" OR site:pirate-party OR "#marketing #cloud" OR "Marketing, cloud" OR "Marketing, Cloud"
OR site:radian6.com OR buddymedia OR "buddy media" OR "marketing, cloud" OR "Digital Marketing &Cloud" OR "marketing. Cloud" OR "Google+
Online Marketing Cloud"))
NOT "marketwire distribute" -"marketwired distribute" -"marketwire resonate" -"marketwired resonate" -"wired magazine" -site:marketwire.com -
raw:"(Marketwired -" -raw:"(Marketwired)" -raw:"(Marketwired —" NOT raw:"-(Marketwired -" -"wired mag" -raw:"--(Marketwired" -raw:"-- (Marketwired" -
raw:"-(Marketwired" -raw:"via COMTEX" -comt* -raw:"(Marketwired - ?" -raw:", ONTARIO" -(country:ca AND (raw:Marketwired AND (raw:CONTACT OR
raw:ABOUT)) NOT site:twitter.com) -site:www.celularchips.com NOT (-site:twitter.com AND ("marketwired april" OR "marketwired apr" OR "marketwired
may" OR "marketwired june" OR "marketwired jun" OR "marketwired july" OR "marketwired jul" OR "marketwired august" OR "marketwired aug" OR
"marketwired september" OR "marketwired sep" OR "marketwired October" OR "marketwired oct" OR "marketwired nov" OR "marketwired novemeber"
OR "marketwired december" OR "marketwired dec" OR "marketwired jan" OR "marketwired january" OR "marketwired feb" OR "marketwired february"
OR "marketwired mar" OR "marketwired march")) NOT raw:"[Marketwired]" NOT (marketwired NEAR/5 (january OR february OR march OR april OR
may OR june OR july OR august OR september OR october OR november OR december)) NOT (testimon* OR job OR jobs OR hiring OR hire OR hired
OR smm_idealogy* OR poptent OR brandbuddee OR author:marketwired OR author:ubervu OR author:marketingcloud OR author:danciotu OR cygnet
OR author:meshhire OR professionals OR candidate* OR Activ8media OR animal* OR android OR mobile OR apple OR money OR googlereferral OR
liquid OR maalox OR author:japantechfeeds OR SEO OR sung* OR glass*))
site:twitter
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11. MANAGING YOUR
LEADS
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12. 1 /Set up Alerts
• Set up alerts – real time or
at designated intervals
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13. 2 /Set up a leads dashboard
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14. 3 /Use workflow to assign leads
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15. 4 /Integrate with Hootsuite Or Spredfast
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16. 5 /Always update
• Keep on top of new products
• Changes in brand names
• Changes in language
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17. KEY TAKE AWAYS
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18. Key Take Aways
• Use the test search
• Do some research on
other sites
• Use NEAR for relevance
• Keep refining
• Use workflow to manage
all your incoming leads!
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19. QUESTIONS
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20. Email contact@brandwatch.com
Web brandwatch.com
Twitter @brandwatch
Telephone
UK +44 (0)1273 234290
US +1 212 229 2240
DE +49 (0)30568 370 040
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