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.
Today we’re excited to announce Twitter Brand Hub, the newest addition to our suite of analytics tools.
Brand Hub helps 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 their initiatives on Twitter.
With Brand Hub, you’ll see insights about your brand in a number of key areas:
TrueVoice - Your share of conversation
We’ve 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.
We determine your brand’s TrueVoice by first analyzing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns. As consumers see ads about your brand and your 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 your 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 your brand. These details are derived from Twitter data and Twitter Official Partners, and are shown in aggregate to provide you with actionable insights while keeping individual user information private.
This report helps you understand how people are discussing your you brand on Twitter. You can see how many impressions your brand received over time, how many Tweets mentioned your brand or product, along with the top phrases mentioned in conjunction with your brand. You can also see breakouts on key topics such as brand loyalty, purchase intent, and more. If yours is a larger company with sub-brands, you can further segment your data by product or sub-brand.
Success in beta
We’ve heard from clients about how they plan to use Brand Hub to take a data-driven approach to their optimization strategy:
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 resultsChristine HickeyMedia Director, Performics
Brand Hub is now available to select large brand advertisers and medium-sized businesses in English-speaking countries. To get started, visit brandhub.twitter.com or log in to analytics.twitter.com and choose Brand Hub. If you don’t currently have access to Brand Hub, reach out to your account team.