Brand Hub provides first-of-its-kind insights to advertisers to help them take control of the story around their brands
BestMediaInfo Bureau | Delhi | October 29, 2015
Twitter has unveiled Brand Hub, the newest addition to its suite of analytics tools. Brand Hub will help advertisers quickly understand their brand’s share of conversation, key audiences, and trends about their brand’s conversation. This 360-degree real-time view gives the brand the opportunity to learn, take action and see the impact of its initiatives on Twitter.
Every day, millions of people Tweet about brands. Each tweet has the potential to give advertisers new insights to better understand what customers, prospects, and influencers are saying, thinking, and feeling about their brand. To date, marketers haven’t been able to gather these valuable insights in one place.
With Brand Hub, advertisers will see insights about their brand in a number of key areas such as the brand’s share of the conversation, the audience, and conversation details.
TrueVoice – Brand’s share of the conversation
Twitter has developed TrueVoice, a new metric only available within Brand Hub, to help advertisers track their share of conversation in real time. Share of conversation empowers marketers to learn more about the conversation happening about their brand on Twitter – in fact, research has shown that tweets that mention brands have been linked to a direct increase in sales.
Twitter determines a brand’s TrueVoice by first analysing tweets about the brand and those about its competitors. Then, identify what percentage of these impressions the brand owns. As consumers see ads about the brand and the competitors on TV, display, and social channels, they send tweets which are then counted in real time through TrueVoice.
The audience view displays high-level insights about the people actively talking about one’s brand on Twitter, including details about their gender, location, income levels, occupation types, and other key demographic attributes. It also highlights key influencers tweeting about the brand. These details are derived from Twitter data and Twitter official partners, and are shown in aggregate to provide the advertiser with actionable insights while keeping individual user information private.
This report helps in understanding how people are discussing about one’s brand on Twitter. The advertiser can see how many impressions his brand received over time, how many tweets mentioned his brand or product, along with the top phrases mentioned in conjunction with his brand. The advertiser can also see breakouts on key topics such as brand loyalty, purchase intent, and more. If the advertiser’s company is large with sub-brands, then he can further segment the data by product or sub-brand.
Success in beta
Twitter has heard from clients about how they plan to use Brand Hub to take a data-driven approach to their optimisation strategy:
Christine Hickey, Media Director, Performics, remarked, “I could see this information better informing our client’s content and media strategies, especially during key competitive periods – it provides agencies direct insight into competitive activity and brand conversations, which allows us to recommend real-time shifts in content and media strategies and ultimately, drive better results.”
Brand Hub is now available to select large brand advertisers and medium-sized businesses in English-speaking countries.