myclever™ at #brandwatchtips: Creating Content in the Moment from Social Data

myclever™ at #brandwatchtips: Creating Content in the Moment from Social Data

By Simon Alexander

Earlier this month, Brandwatch invited us to their #brandwatchtips masterclass in London.

We co-presented how we worked with our social listening partners (and clients) Brandwatch to maximise the effectiveness of Gumtree’s sponsorship of Celebrity Big Brother.

As the Eviction shows are 100% live, even the show’s headline sponsor wouldn’t be able to get any scoop.

We used Brandwatch’s social media listening tech to help us plan content, identify influencers and, crucially, anticipate evictions to create unique, data-driven content that added value at exactly the right moment.

For example, as we discovered finalist Calum Best had less minute-by-minute positive sentiment than the two Katies, we prepared some content ahead of his eviction in third place:
Calum Best Gumtree Tweet

We presented with Brandwatch’s own Ruxandra, who was with us every step of the way during a fantastically exciting December 2014 and January 2015 when we lived, ate, slept Big Brother.

Our Presentation

There are some pro tips in our presentation on how to make best use of Brandwatch features such as minute-by-minute charting, rules and categories, as well as alerts – all of which were well used by the team to make the most of Gumtree’s association with the show.

Here it is:

During the show, we clocked up over 3,000 reactive, real-time tweets, extending Gumtree’s sponsorship of the show and positioning Gumtree as the #CBB ‘superfan’ it is.

The campaign generated over 32 million organic impressions on Twitter alone, increased brand sentiment and drove record traffic from social to the Gumtree blog, and made stars out the furniture in the indents:

Over To You

What do you think? What’s the most fun you’ve had with your social media monitoring tech? We’d love to know in the comments below.

This post was written by Simon Alexander

Simon joined MCA in Autumn 2014 after establishing and leading the social media offering at iProspect Manchester. With over 12 years digital agency and time client-side, crafting social in concert with business target and brand visions in his bag. His bio is not as fun as Thom's.