Do you actively use up-to-date knowledge to create and energy your social media technique? We all know we should always, however is it really mirrored in your day-to-day efforts? 

We mentioned it at a very inspiring session at DMWF 2021, “Use Your Data – Building a Competitive Social Strategy Through a Data-Driven Culture”. It proved that knowledge is by far essentially the most highly effective gasoline to activate your advertising and marketing recreation plan and assist you make higher enterprise choices.  

Here are some ideas and insights from that nice DMWF 2021 discuss with Wiebke Leffers, Senior Customer Strategist at, and Mercedes Lois Bull, Product Marketing Manager at Brandwatch. 

Why is knowledge essential on your social media technique? 

Our digital world is hyperconnected and modifications on the pace of sunshine. As a end result, manufacturers want to adapt shortly. Data may also help them perceive their shoppers’ wants and behaviors in real-time and attain quicker when traits change over time. 

Here are a few attention-grabbing info for context.  

Small (effectively, agile) corporations carry out higher 

The market demand creates aggressive stress and smaller, agile corporations like Airbnb are quicker to react and adapt.  

This disrupts greater companies and full markets that want to face the brand new shopper behaviors. 

Technological developments change lives  

 Technological developments like 5G additionally present us the potential to rework not solely the pace of communication but in addition the position of knowledge throughout industries and societies. 

 “Imagine that billions of connected devices can gather and share information in real-time. This would reduce road accidents or deploy emergency services. So, it’s going to change fundamentally our day-to-day lives.” 

Mercedes Lois Bull, Product Marketing Manager at Brandwatch 

Consumer opinions energy model methods 

Consumer behaviors are additionally evolving in a short time due to all the brand new alternatives the digital world brings. 

For instance, Veggie Pret, a Vegan and Vegetarian providing from Pret a Manger, is a well-known sandwich chain. This new sort of service was created primarily based on knowledge for the improved demand for plantprimarily based diets throughout London. 

This new sort of service reveals, your model wants to alter to these modifications in shopper habits in a well timed method. Having the right knowledge setup will assist you get there. 

“For manufacturers at the moment, this century’s ‘roaring 20s’ can be outlined by dramatic shifts in how shoppers purchase and use merchandise. Brands will want to rediscover the weather that affect shopper buy choices in a quickly evolving surroundings. As Charles Darwin mentioned, it’s these most adaptable to change that can survive.” 

Mercedes Lois Bull, Product Marketing Manager at Brandwatch 

How to use digital shopper insights to type a successful technique?

We want agile analysis strategies to make sense of our viewers’s habits. Traditional market analysis like focus teams and surveys is just not sufficient anymore. Those provides you with a sneak peek into your neighborhood insights, however they might additionally take an excessive amount of of your assets.  

Utilizing digital knowledge in a new good method is the reply. We can even name it the brand new advertising and marketing superpower. 

“Knowledge is power. And in the world of marketing, knowledge means data.” 

~ Wiebke Leffers, Senior Customer Strategist at 

 These days, each choice you make about your advertising and marketing efforts relating to reacting to a competitor or shopper behaviors should come from digital knowledge. And social media is at the core of it. 

But how do you be sure not to get misplaced on this huge quantity of knowledge? And what’s the good method to analyze every little thing and put it into motion?

Cluster your knowledge 

 We want to examine our owned and paid channels—little question about that. But don’t additionally overlook to analyze your earned media outcomes, trade, and rivals’ benchmark knowledge. 

Cluster your data

Ideally, it’s best to cowl all 5 clusters:  

These are your channels on social in addition to your web site, weblog, and so on.  

Your promoting technique defines the paid media you attain. For instance, all of your social media adverts fall into this class. 

This is the impact social media has in your model. It’s the extra attain you achieve by way of any promotional efforts totally different than paid adverts or branding. 

Don’t overlook to comply with and think about the related knowledge on your trade.  

Gather knowledge on what your rivals are doing proper and check out to be inventive. 

These 5 buckets are your place to begin. Now, let’s dive into what’s the key to analyzing your efficiency. 

Measure your knowledge in a good method 

It’s time to look intently into your advertising and marketing and social media technique targets to start your knowledge evaluation.  

Let’s say you are in growing your model’s consciousness on social. Then, your technique ought to replicate that purpose.  

Consider creating awareness campaigns, repurposing content, or doing influencer advertising and marketing. 

To be sure all of your inventive work will be measured successfully, join your targets to social media KPIs that make sense to your corporation.


Defining your social media goals and the linked KPIs is the muse on your social media evaluation. 

Social Media KPIs

But what do these KPIs inform us? To reply this query, you want to create your inner benchmarks.  

They needs to be primarily based in your knowledge from the previous yr for every social media channel. For instance: 

  • Average channel impressions  
  • Average submit impressions  
  • Average submit impressions per content sort 
  • Average attain per submit  
  • Average video views 
  • Campaign averages 

This will assist you join the information puzzle and work out which content works, the profitable codecs for you, and which platforms help your targets. 

Benchmark in opposition to your rivals 

Now that you simply’ve set your targets and KPIs, discover a practical benchmark in opposition to your rivals. 

Let’s say your model is a small ice cream firm. Should you examine yours with Ben & Jerry’s? The reply is sure, however not solely Ben & Jerry’s. Aiming for the celebrities and evaluating your model to trade leaders is at all times attention-grabbing, however you must also set extra practical benchmarks.  

Consider wanting into manufacturers of a comparable measurement that may pretty be thought of direct rivals. That’ll provide you with a good mixture of comparable and inspirational manufacturers.  

Also, think about your markets, the corporate’s construction on a international stage, and the manufacturers which may not be your direct rivals however have a comparable enterprise mannequin. 

Get extra inspiration to benchmark in opposition to rivals right here. 

Benchmark against your competitors

Get to know your purchaser persona 

Do you realize who your very best buyer is? Take a while to analysis your viewers knowledge and get to know the individuals you need to attain on social media. 

Okay, so what you see above may very well be an instance of a social media supervisor persona, proper? 

But most of the time, your complete viewers can be extra advanced than that. So, strive to discover at the least a couple of various purchaser personas that collectively characterize the vast majority of the individuals who purchase your services or products.  

“Lifestyles are dynamic and controversial, relying on what life scenario, we could be in. We all have our views and believes and that’s the place entrepreneurs want to begin. For instance, let’s have a look at the millennials. They are environmentally acutely aware, vegetarian or vegan, however they nonetheless need to fly and journey. That’s a problem we as entrepreneurs want to take into account.”  

Wiebke Leffers, Senior Customer Strategist at 

Software options may also help you get to know your viewers higher. We may also help you uncover nice on your social media neighborhood by way of our priceless instruments.

Create personalised advertising and marketing campaigns that resonate together with your viewers. 

Here is a nice instance from the German Rail Company. They used real-time knowledge to create a compelling social media marketing campaign as a response to a new pattern 

They noticed that 72% of Germans have been spending their holidays overseas. As such, they needed to discover a method to get Germans to journey inside their very own nation once more.  

So, they constructed a marketing campaign across the many undiscovered and delightful places in Germany, which have been additionally cheaper and arguably extra environmentally pleasant to go to. 

What German Rail Company did on this marketing campaign was: 

  • Define their purpose and viewers clearly:  
    They needed to get Germans to go on vacation in Germany as a substitute of going overseas. 
  • Define their purchaser persona’s behaviors and wishes, like the need for Germans to journey and the truth that they accomplish that overseas. 
  • Set a clear message:  
    Germany has many undiscovered and delightful places which might be cheaper and environment-friendly. 
  • Translate their firm targets and challenges into a profitable marketing campaign by showcasing all of the wonderful spots to journey to in Germany. 

And they did it fabulously! 

How to create a data-driven tradition 

Listening to your viewers is the important thing to activating your knowledge and understanding your neighborhood on social.  

Here are some ideas to assist you optimize this course of on your model and enhance your outcomes on social. 

Hear the heart beat of your viewers  

Start by figuring out your viewers and make investments a while to pay attention to their conversations on-line.  

Let’s say that your audience is meals lovers. Try to determine what connects all of them in addition to what units them aside.  

How would you deal with the vegetarian or vegan market? Can you adapt to it? What about your rivals? 

 Source: Brandwatch 


“It’s not enough to simply look at the basic demographics. It’s our interests and affinities that define who we are.” 

Mercedes Lois Bull, Product Marketing Manager at Brandwatch 

You can doubtlessly uncover a new market on your model or increase and broaden your present enterprise. 

Make positive you cowl all related channels 

You want to determine buyer journey touchpoints.  

Listening on social media may be very rewarding, however you must also take into account different on-line channels like blogs, boards, information, and evaluation websites. 

Follow your model mentions on social and use instruments to arrange alerts to not miss on any of these.  

Capture your viewers insights in real-time. 

It’s important to keep up-to-date and comply with conversations in real-time.  

This is not going to solely assist your model keep on high of classy conversations but in addition stop disaster conditions by detecting peaks and spikes in your social media knowledge. 

Let’s wrap it up! 

More than ever earlier than, knowledge is the driving drive of our advertising and marketing methods, and it ought to lay on the coronary heart of each choice we make.  

At, we’re enthusiastic about knowledge and the way it prompts your social media technique and helps develop your corporation. Let us present you how one can activate the facility of knowledge for your corporation. 

We are comfortable to announce that lately we’ve built-in Brandwatch know-how into Falcon. By combining Brandwatch’s shopper intelligence knowledge with’s social media administration options, you get extra innovation in knowledge science and AI and, effectively, general simply higher knowledge protection.

Meet the DMWF audio system: 

Wiebke Leffers, Senior Customer Strategist at  

Wiebke works as a Customer Strategist and Keynote speaker at Together along with her prospects she builds social media methods, connects social media targets to firm targets, and defines the best KPIs to measure success. She really believes that corporations are lacking out in the event that they don’t construct private interactions and create a loyal neighborhood on social media. According to Wiebke, social media strikes the proper stability between the inventive area and hardcore knowledge analytics. In a nutshell, she may also help you show why social media is an important a part of each firm’s advertising and marketing combine.  

Mercedes Lois Bull, Product Marketing Manager at Brandwatch 

As a part of the product advertising and marketing crew at world-leading digital shopper intelligence firm Brandwatch, Mercedes is chargeable for creating the technique for all product launches. She loves creating assets and content to assist organizations make the perfect use of Brandwatch’s pioneering applied sciences to assist them higher perceive and predict shopper habits. Prior to Brandwatch, Mercedes labored alongside international manufacturers together with American Express and L’Oréal, and her expertise spans product advertising and marketing, digital and print promoting, model technique, and content creation. 



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