1.
Top Level | Word of Mouth Audit
May 23rd 2011

2.
Table | Contents
Topic Trends | Top Level ............................................................ 3
Topic Trends | Analysis............................................................... 4
6th May 2011............................................................................................................ 4
“Social Media” ....................................................................................................... 5
9th May 2011............................................................................................................ 6
16th May 2011.......................................................................................................... 7
20th May 2011.......................................................................................................... 8
23rd May 2011 ......................................................................................................... 9
Sentiment | Overview ................................................................ 10
Word of Mouth Audit | Key Take Aways .................................. 11
Key Action(s) ....................................................................................................... 11
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3. Topic Trends | Top Level
The topic trends analysis tool lets us view the total number of mentions Sage UK has received in the last thirty days in the UK. From the chart
below we are able to see the volume of conversation surrounding Sage UK at any point, and where peaks have occurred in word of mouth.
Looking at the results, we can see that on May 6th there was the largest spike in conversation about the brand, we will expand upon this below.
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4. Topic Trends | Analysis
Below we have pulled detailed information surrounding the peaks in conversation we witnessed in the chart above. The higher the peak, the
more conversation about Sage UK was active. We have broken down some of the most significant conversations in order to understand why
and who is in discussion.
6th May 2011
The third peak in conversation visible from the chart is on the 6th May. Below we can see a ʻconversation cloudʼ which depicts all the key words
being mentioned in relation to Sage UK during a particular period of time. The size of the word relates to the frequency of its use. Popular
trends included ʻsocialʼ, ʻmediaʼ and ʻlookingʼ.
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5. “Social Media”
After Sage UKʼs Twitter post regarding a social media agency there was a spark in conversation around the subject, with a number of re-tweets
and @ replies.
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6. 9th May 2011
On May 9th, there were a number of mentions of Whitley Bay FCʼs FA Vase victory, however this did not produce a spike on the graph as it
occurred within days of the largest peak. This obviously produced a number of mentions towards Sage UK as a number of members of the
team play for the club.
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7. 16th May 2011
On May 16th there was a notable spike in positive sentiment after one customer reported a good experience with Sage UKʼs customer services
team. This post prompted a number of re-tweets, spreading positive sentiment about the brand.
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8. 20th May 2011
On May 20th there was a significant amount of conversation surrounding ʻ#bstartupʼ, with both attendees and the event itself promoting Sage
UK.
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9. 23rd May 2011
The 23rd May saw a peak in conversation surrounding a post by Sage UK relating to ʻSocial Media Recruiting Toolsʼ. Even though the post
linked to an external site (Mashable) it resulted in a number of re-tweets by SageUK followers. This shows how social media can be utilised in a
very quick and cost-effective manner to generate brand awareness.
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10. Sentiment | Overview
From the graph below we are able to see that the vast majority of Sage UK mentions are in the ʻneutralʼ category. Whilst there is more positive
sentiment than negative, it is still very limited and therefore Sage UK should seek to improve on this ratio.
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11. Word of Mouth Audit | Key Take Aways
Conversation online regarding Sage UK varies noticeably. This snapshot shows that conversation increases substantially when Sage UK seeks
to engage with its online audience, as highlighted in the social media Twitter posts. A lot of the talk regarding Sage UK appears to be ʻnoiseʼ,
where users mention the brand but are not directly referencing the brand, for example users seeking new employees who are already
acquainted with Sageʼs software. It is therefore important for Sage UK to be able to delve deeper into these conversations in order to explore
meaningful data.
We can continue using monitoring tools to build up sentiment data and report back.
Key Action(s)
Utilise monitoring tools and MCA to login and follow real-time conversation.
Seek to more actively engage with consumers via social media channels, and monitor for any mentions of Sage UK that arenʼt
directed at the brand, such as Twitter posts using Sage UK rather than @SageUK
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