Online Brand Intelligence in 40 Characters
•
1 j'aime•1,610 vues
The document discusses measuring business and brands online through social media. It describes what can and cannot be measured, including metrics like engagement, sentiment, reach and influence. Limitations are that social media cannot measure offline activity or loyalty. However, it provides insights into trends, opinions and who the influential online users are engaging with a brand. The document also demonstrates analyzing conversations to understand what topics are being discussed and who the participants are.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
En vedette
En vedette (20)
Similaire à Online Brand Intelligence in 40 Characters
Similaire à Online Brand Intelligence in 40 Characters (20)
Plus de Tony Truong
Plus de Tony Truong (13)
Dernier
Dernier (20)
Online Brand Intelligence in 40 Characters
- 1. Business and Brand Online Intelligence All rights reserved. Permission required for circulation.
- 2. Business and Brand Online Intelligence Background Metrics Further Analysis SOCIAL MEDIA MEASUREMENT All rights reserved. Permission required for circulation.
- 3. Business and Brand Online Intelligence What cannot be measured Other limitations What can be measured Buzz trends BACKGROUND All rights reserved. Permission required for circulation.
- 4. Business and Brand Online Intelligence What Cannot be Measured Social media cannot measure brand loyalty of online consumers. However, trust and brand loyalty can be attained through a positive online presence and engagement. All rights reserved. Permission required for circulation.
- 5. Business and Brand Online Intelligence What Cannot be Measured Social media cannot measure the extent of the effects of e.g. corporate social responsibility. But it can create a positive brand image and good relationship among the online public. All rights reserved. Permission required for circulation.
- 6. Business and Brand Online Intelligence Other Limitations The number of comments about a brand or product does not necessarily translate to sales. But it is also a gold mine of consumer insights on what they want to see in a product. All rights reserved. Permission required for circulation.
- 7. Business and Brand Online Intelligence Other Limitations Social media is restricted to online activity. However, offline activity like personal conversations can help the spread of online information All rights reserved. Permission required for circulation.
- 8. Business and Brand Online Intelligence What Can be Measured Quantitative Posts, comments, Buzz tweets Likes, automated Sentiment sentiment tools Channels Fan pages, page views New visitors, fans, Influencers followers All rights reserved. Permission required for circulation.
- 9. Business and Brand Online Intelligence Buzz: Brand Mentions All rights reserved. Permission required for circulation.
- 10. Business and Brand Online Intelligence Engagement Sentiment Reach Influence METRICS All rights reserved. Permission required for circulation.
- 11. Business and Brand Online Intelligence Metrics Quantitative Qualitative Buy signals, insights, Posts, comments, Buzz tweets brand mentions, engagement Customer satisfaction, Likes, automated Sentiment sentiment tools human sentiment analysis Channels Fan pages, page views Reach New visitors, fans, Influencers followers Level of influence All rights reserved. Permission required for circulation.
- 12. Business and Brand Online Intelligence 1 Engagement Measures netizens’ engagement in a particular New posts subject; combination of: • News articles • Promotional messaging • User generated articles Responses • Comments All rights reserved. Permission required for circulation.
- 13. Business and Brand Online Intelligence 2 Sentiment Automated Human aided • 30-50% accuracy • 80-90% accuracy • Unable to bypass sarcasm, • Incorporates understanding understand lingos/short of local knowledge/ forms language • Low cost • Higher cost – time/ money All rights reserved. Permission required for circulation.
- 14. Business and Brand Online Intelligence Sentiment: Examples All rights reserved. Permission required for circulation.
- 15. Business and Brand Online Intelligence Sentiment: Net Scores All rights reserved. Permission required for circulation. *Automated sentiment analysis only
- 16. Business and Brand Online Intelligence 3 Reach Measures how far reaching a particular subject is; Channels combination of: • Owned media • Public websites Voices • Authors • Commentors All rights reserved. Permission required for circulation.
- 17. Business and Brand Online Intelligence 4 Influence Ability to cause desirable/ measurable actions/ outcomes Factors Someone who builds: • Trust 1. Analytics • Relationships 2. Participation • Brand Equity 3. Demographics 4. Relationships 5. Relevance 6. Content All rights reserved. Permission required for circulation.
- 18. Business and Brand Online Intelligence What are they talking about? Who are these people? FURTHER ANALYSIS All rights reserved. Permission required for circulation.
- 19. Business and Brand Online Intelligence What are they talking about? Other conversations about smartphones, which are gaining General conversations about the various popularity in the country mobile devices – which highlight the general trends for the market Comments about the Discussions about the release of the iPhone 4, different kinds of mobile and its new features. OS, including Android, Notable posts about Symbian and Apple the design and apps All rights reserved. Permission required for circulation. *Automated sentiment analysis only
- 20. Business and Brand Online Intelligence Who are these people? Authors or Netizens with commentors? the most posts Most influential Where do these Friendliest * netizens netizens go? netizens All rights reserved. Permission required for circulation. *Automated sentiment analysis only
- 21. Business and Brand Online Intelligence Background Metrics Further Analysis SOCIAL MEDIA MEASUREMENT All rights reserved. Permission required for circulation.
- 22. Business and Brand Online Intelligence Business and Brand Online Intelligence Thank you All rights reserved. Permission required for circulation.
Notes de l'éditeur
- Actors, models, athletes, the occasional businessmanEndorse all kinds of things from clothing, cosmetics, footwear, food and more
- Tiger before he was found out: talented golfer, devoted family man, disciplined athlete; in short - the perfect brand ambassador – for anything - shavers (Gillette), telcos (AT&T), computer games (EA Sports), sports drinks (Gatorade) etc
- Orange shows cumulative conversations, green shows new conversationsA spike in the conversations related to the Nike Golf Brand was observed following the sequence of events related to Tiger’s Personal Life.
- Even though Nike vows to support Tiger and doesn’t terminate the ad deals, they proceed to launch one of the most highly-anticipated Golf Line Products without any mention of Tiger Woods, in spite of the name of product being inspired by him.
- The green curve shows conversations about Nike golf with no mention of Tiger; the orange curve shows conversations about Nike golf but with mentions of Tiger.The similarity of the movement of both curves highlight the strong brand association between Tiger Woods and Nike golf
- Green represents positive, blue nuetral, red negativeSince Nike claimed their continued support for Tiger on the press but didn’t follow up by no mentioning him on the product launch, their actions were treated with a lot of negativity, backfiring with the sentiments that they hoped to avoid.
- Above chart shows the buzz, below curve shows the sentiment. Orange line shows the daily buzz/sentiment, green shows a trend lineAccenture was one of the brands that had heavy negative buzz associated with it, related to TW during the scandal and even following the ending of the endorsement
- Accenture completely went back on all that they stood for in the campaigns
- While Nike’s brand association with Tiger focused on his Talent and Sportsmanship in Golf, Accenture leveraged on his Personality which was severely damaged due to the sex scandal and hence was forced to re-brand with a real Elephant – one that won’t be tainted by infidelity.
- While Tag Heuer has selectively managed its Brand globally with Tiger, avoiding his Brand endorsement in the US, while retaining it in China, where the scandal doesn’t necessarily have the same negative implications. This may not resonate too bad in their key markets, since their target customers might be more sympathetic towards Tiger’s position.
- Not all that counts can be counted
- BuzzHow many comments did a channel generate?How many comments are relevant?Netizens are most interested in what aspect of a brand or product?ChannelHow many channels generated relevant posts?Which channel generated the most post?The channels with most posts came from what country/location?SentimentHow many positive/negative comments are generated?Did these positive/negative comments had an effect on other netizens’ purchase decision?Buy SignalsHow many netizens asked opinions about a product or brand? Did netizens based their purchase decision on opinions and recommendations of other netizens? Customer SatisfactionDid netizens expressed contentment with the product that they have bought?Did they recommend what they have purchased to other netizens?Did they warn others agains the product they have bought?
- Tracks the amount of brand mentions based on keyword matches – for example Apple the company and not the fruit
- BuzzHow many comments did a channel generate?How many comments are relevant?Netizens are most interested in what aspect of a brand or product?ChannelHow many channels generated relevant posts?Which channel generated the most post?The channels with most posts came from what country/location?SentimentHow many positive/negative comments are generated?Did these positive/negative comments had an effect on other netizens’ purchase decision?Buy SignalsHow many netizens asked opinions about a product or brand? Did netizens based their purchase decision on opinions and recommendations of other netizens? Customer SatisfactionDid netizens expressed contentment with the product that they have bought?Did they recommend what they have purchased to other netizens?Did they warn others agains the product they have bought?
- There are 2 main types of sentiment scoring – automated, human enabled, or a combination of the two. This is done by using natural language processing or keyword matches – words such as love/hate are each given a sentiment rating (words in red/green).This is simple enough until you throw in short forms, sarcasm, cultural lingos, or if a single post gets multiple brands mentions and emotive words – then the accuracy level plunges. On the other hand, where data is minimal, posts get tagged as “neutral”, which is not always true.
- akai_1608 created a thread discussion on voz forum. S/he decided to purchase a smartphone and was considering between several devices, from Dell Streak, Iphone 4 to Samsung i897 and Captivate - - Galaxy S. At the price of 14 million vnd (around 700usd), the thread initiator stated that Iphone 4 was definitely top device with good functions, nice design and having huge amount of supported applications. However, s/he added that s/he disliked the complex procedures when processing some functions.
- TiêuKiếm started a thread discussion on 5giay forum. The poster was currently using Nokia 5800 ExpressMusic. However, s/he said that the design (skin) for this device was not so good. The poster then posted the question of whether anyone who could know where to purchase the Nokia 5800 Navigation skin in order to replace his/her device’s one.Ticket was automatically rate as relevant with positive sentiment. However based on subject description and ticket content. This ticket should be re-evaluated and rate as relevant with neutral sentiment as the poster was mentioning about Nokia products with good and not-good features. This process of correcting will be done by SMA (human rating).
- After each post is rated, we can compare the different brands.From the above, even though the iPhone is the 2nd most discussed brand, the sentiments towards the iPhone are the most negative. In contrast, HTC, the least discussed brand, seems to be the most favoured brand in online discussions.
- When a customer Googles for your product, you want him/her to be able to find info about it on many different websites, and not just be limited to the same few owned media sites
- Page views, unique site visitors, etc.Action not just talkWho is responding to the message, across multiple demographics: regional, professional, vertical, economic, and more.Small communities form and niche conversations start in every industry.How relevant to my company is a particular blog post among hundreds of a given meme?A narrow, but extremely detailed, focus on one subject or issue.
- Used as KPIs – e.g. HTC to improve their engagement score for the next quarter
- Influential – blogger engagement for product launchMost active – pointless to invite them for an event and have them blog 2 years laterChannels – for more online engagement or online media buyingFriendliest – natural advocates for your brandAuthors/commentors