How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)

How to avoid being a BIG DATA ZOMBIE

www.brandwatch.com |: @brandwatch | Tel: +44 (0)1273 234 290

Brandwatch in 1 slide

© 2012 Brandwatch | www.brandwatch.com 2

Session structure

• Introduction – evaluating your reporting

• Workshop – approaching analysis

• Summary – relevant data not big data

© 2012 Brandwatch | www.brandwatch.com

Introduction


When was the last time you
updated your reporting?


Do your metrics match your
objectives?


What have you done as a
result of reporting insights?


Workshop


iStrategy Zombie Data workshop

Objective of next 30 minutes is to explore some big data about the social
media impact of M&S 2012 Christmas advert

This is big data: 10,000+ data points in 3 weeks with lots of associated
data (location of sender, time of day, language used, response/retweets,
etc)

Imagine you are a Marketing Executive in M&S and you are trying to
assess whether the TV campaign is working, what to tweak/change and
what lessons to learn

Objective is not to judge M&S Xmas campaign. (They are not a client and
all data is available publicly - although you’d need to a tool like
Brandwatch to collect and make sense of it)


A1: Number of social media web pages (tweets,
blogs, forums, etc) that mention M&S
Zombie Score
6,000

Advert first broadcast
5
5,000
Mentions per day of M&S

0 = Useful data
5 = Zombie slide
4,000

3,000

2,000

1,000

0

Question Your answer
What does the chart tell you? Mentions rose after advert was launched, then declined
What objective does this help to measure? Campaign Awareness

What action could you take based on this Not much
data?
What would make it better? Some context, work out how much of overall volume is about advert, did it link to sales, how
well did we expect it to do, etc, etc

A2: Topic cloud of social media webpages that
mentions the M&S advert
Zombie Score (0-5)

4

What does the chart tell you? People talked on social media about M&S adverts
What objective does this help to measure? Campaign Awareness and reason why

What action could you take based on this Investigate angle of Down’s Syndrome, GemmaAnneStyles
data?
What would make it better? Get rid of the mentions of M&S/adverts/Xmas and get more topics in this + have it coloured
by sentiment + have verbatim / explanation of main points

A3: Most used twitter hashtags associated with
M&S adverts
Most retweeted tweet
Zombie Score (0-5)
Most used hashtags “ It'll be here before we know it RT
70 @GemmaAnneStyles: Always enjoy a
good M&S advert. Bit early for
3
60 Christmas but I'll let it slide. ”
50 @annefoxycoxy
303 RTs, 804k followers
Tweets

40

30 Most prolific tweeter
20 “ M&S in store mag is out today! Not just
Christmassy, Seb is in it and it earned
10 him his place in the TV Ad! A little piece
of BIG history! X ”
0

@carolineplayle (‘Seb’s Mum’)
60 (M&S ad) tweets, 605 followers

What does the chart tell you? Hashtags were quite well used but a wide spread
What objective does this help to measure? Engagement with campaign
What action could you take based on this Campaign using hashtags or respond to some hashtags
data?
What would make it better? More holistic view of engagement (rather than focus on just twitter hashtags)

B1: Number of social media web pages (tweets,
blogs, forums, etc) that mention M&S
Zombie Score (0-5)
6,000

M&S announce Advert first broadcast
Mentions per day of M&S

5,000
10% fall in profits
4,000

Social Competition Increased showing of ads
3,000
ended
2,000

1,000

0

What does the chart tell you?

What objective does this help to measure?

What action could you take based on this
data?
What would make it better?

B2: Example mentions of Seb White within the
M&S advert
Zombie Score (0-5)
“ I'm well happy m&s have a child
“ LOVE this! You're a star @carolineplayle - M&S
with Down's syndrome modelling
TV advert to feature disabled boy Seb White
their clothes awwwww he's so
bit.ly/tt.34687 via @Independent”
sweet”

TWITTER TWITTER
@freyamulderrig @caroline_s

“ Good on M&S for putting Seb
“ So chuffed and proud of M&S, they have ditched the usual celebrities for their
RIGHT in the public face. A lot of
'Christmas Advertising' and have chosen regular kids, including a staring role for a
gorgeous little boy with Downs Syndrome. Brilliant, will definitely be buying some people had their cloised minds
Crimbo presents from their store now ... ” opened with the Para-Olympics.
Seb can play his part too! ”

FACEBOOK FORUM
Sally Hewerdine Adifferentopinion.net



What action could you take based on this data?



B3. Number of social media webpages that
mention the adverts of 5 different UK retailers
50,000 Zombie Score (0-5)
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
John Lewis Asda Marks and Spencer Waitrose Littlewoods



data?

B4. Number of tweets about adverts of 5 UK
retailers and potential reach of those tweets
Zombie Score (0-5)
35,000 35,000,000

30,000 30,000,000

25,000 25,000,000

(total followers)
Potential reach
Tweets

20,000 20,000,000

15,000 15,000,000

10,000 10,000,000

5,000 5,000,000

0 0
John Lewis Asda Marks and Waitrose Littlewoods John Lewis Asda Marks and Waitrose Littlewoods
Spencer Spencer



data?

B5. Ratio of positive/negative mentions about
adverts for 5 UK retailers using auto sentiment
100% Zombie Score (0-5)
90%
80%
70%
60%
50%
40%
Positive
30%
Negative
20%
10%
0%
Asda John Lewis Littlewoods Marks and Waitrose
Spencer



data?

C1. Summary of how promoting adverts worked on
Twitter, YouTube and Facebook
Zombie Score (0-5)

Twitter YouTube Facebook
Advert Re- Favour Page Video post Video post
Views Comments Likes Dislikes
tweets -ites likes comments likes
Asda n/a n/a 126k 0 311 433 555k No post No post
John Lewis 555 105 1,878k 1,631 9,966 304 543k 2,401 553

Littlewoods 2 0 7k 9 9 1 141k 14 5
Marks and
30 3 177k disabled disabled disabled 917k 669 91
Spencer
Waitrose 31 2 88k 14 39 9 n/a n/a n/a






C2. Comments on video when posted on Facebook
Zombie Score (0-5)
3000

2500 2401

2000

1500

1000
669
500
14 10 67
0
John Lewis 2012 Xmas Marks and Spencer 2012 Littlewoods 2012 Xmas Typical Social Brand Marks and Spencer 2010
ad Xmas Ads Ad Video* Xmas Ads





* Based on 250 companies that entered the 2012 Social Brands Top 100 awards run by Headstream and Brandwatch

D1. Your turn…

Please use the next slide to draw your perfect chart M&S chart (free of
zombie-insight)

Here are some examples of the information it could include:

• Include other sales: e.g., ad spend, website visits, store visits, panel
data, etc

• Get more verbatim and top mentions (e.g., by celebrities)

• More demographics on who talked about the adverts

• More detail on what aspects of the advert people liked

• More detailed historic comparison with previous Christmas’


D2. <Insert title>
Zombie Score (0-5)

O


Summary


‘BIG’ DATA?


SIZE ISN’T THE ONLY
THING THAT MATTERS *

* SORRY.

BIG =
RELEVANT

“…data helps us answer
questions; big data also helps
us conceive new questions.”*

Philip Sheldrake, Euler Partners, and author ‘The Business of Influence’


CONTACT
EMAIL: contact@brandwatch.com
WEB: http://www.brandwatch.com
TWITTER: @brandwatch
PHONE:
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 442 04
FAX:
UK: +44 (0)1273 234 291

DOCUMENT LIMITATION
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom


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