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The Qualitative Side of Social Media,[object Object],Measuring the Seemingly Un-measurable,[object Object],Prepared By: Josh Lakien,[object Object],Prepared For: MKTG 6226 – Social Media for Marketing & Management,[object Object]
Brand Passion Index,[object Object],Intensity of consumer passion for brands in social media (monthly results on blog),[object Object],Reads online conversations and extracts the meaning from them ,[object Object],Example – Memorial Day in the US,[object Object],“Need to dig deeper than sentiment and into insights like opinions and emotion” - Allen Bonde, ManagingDirector at Evoke CRM Partners,[object Object]
Memorial Day,[object Object],Size = sentiment and chatter,[object Object],Placement = Intensity of passion,[object Object],Source: http://www.marketwire.com/press-release/NetBase-Introduces-Brand-Passion-Index-1266424.htm,[object Object]
Memorial Day,[object Object],Source: http://www.marketwire.com/press-release/NetBase-Introduces-Brand-Passion-Index-1266424.htm,[object Object]
Natural Language Processing (NLP),[object Object],Field of computer science and linguistics concerned with the interactions between computers and human languages,[object Object],Create computer programs that “understand” human conversations and can analyze those conversations to understand the needs of their human users.,[object Object],Sentiment Analysis  area of NLP that uses computers to determine the attitude of the writer on a particular topic,[object Object]
Challenges,[object Object],Moods,[object Object],People’s moods = social media commentary moods,[object Object],Twitter Mood Study “Pulse of the Nation”,[object Object],U.S. Mood throughout the Day Inferred from Twitter” ,[object Object],300 MM Tweets between 2006 & 2009,[object Object],Sunday had highest mood – Thursday had lowest mood,[object Object],Sentiment,[object Object],“If you are reading this because it is your darling fragrance, please wear it at home exclusively, and tape the windows shut.” - review by Luca Turin and Tania Sanchez of the Givenchy perfume Amarige, in Perfumes: The Guide, Viking 2008.,[object Object],Emotion – well over 100 emotions possible,[object Object]
Questions?,[object Object],Everything in the Facebook Group The Qualitative Side of Social Media,[object Object]

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The Qualitative Side of Social Media

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Editor's Notes

  1. http://www.futurelab.net/blogs/marketing-strategy-innovation/2011/01/5_technologies_shaping_future_.html
  2. http://infosthetics.com/archives/2010/07/pulse_of_the_nation_us_mood_throughout_the_day_inferred_from_twitter.htmlhttp://www.youtube.com/watch?v=ujcrJZRSGkg&feature=player_embedded