digital marketing & technology conference brandtology 121110
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Business and Brand Online Intelligence
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Business and Brand Online Intelligence
Background
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SOCIAL MEDIA MEASUREMENT
Background
Metrics
Further Analysis
Business and Brand Online Intelligence
What cannot be measured
Other limitations
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BACKGROUND
Other limitations
What can be measured
Buzz trends
Business and Brand Online Intelligence
What Cannot be Measured
Social media cannot measure brand loyalty of
online consumers.
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However, trust and brand loyalty can be attained
through a positive online presence
and engagement.
Business and Brand Online Intelligence
What Cannot be Measured
Social media cannot measure the extent of the
effects of e.g. corporate social responsibility.
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responsibility.
But it can create a positive brand
image and good relationship
among the online public.
Business and Brand Online Intelligence
Other Limitations
The number of comments about
a brand or product does not
necessarily translate to sales.
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translate to sales.
But it is also a gold mine of consumer insights on what they want to see
in a product.
Business and Brand Online Intelligence
Other Limitations
Social media is restricted to
online activity.
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However, offline activity like
personal conversations can help the spread of online information
Business and Brand Online Intelligence
What Can be Measured
Buzz
Sentiment
Quantitative
Posts, comments,
tweets
Likes, automated
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Sentiment
Channels
Influencers
Likes, automated
sentiment tools
Fan pages, page views
New visitors, fans,
followers
Business and Brand Online Intelligence
Buzz: Brand Mentions
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Business and Brand Online Intelligence
Engagement
Sentiment
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METRICS
Sentiment
Reach
Influence
Business and Brand Online Intelligence
Metrics
Buzz
Sentiment
Quantitative Qualitative
Posts, comments,
tweets
Buy signals, insights,
brand mentions,
engagement
Likes, automated Customer satisfaction,
human sentiment
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Sentiment
Channels
Influencers
Likes, automated
sentiment toolshuman sentiment
analysis
Fan pages, page views Reach
New visitors, fans,
followersLevel of influence
Business and Brand Online Intelligence
1 Engagement
New posts
• News articles
• Promotional messaging
Measures netizens’
engagement in a particular
subject; combination of:
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• Promotional messaging
• User generated articles
Responses
• Comments
Business and Brand Online Intelligence
2 Sentiment
Automated
• 30-50% accuracy
• Unable to bypass sarcasm,
understand lingos/short
forms
Human aided
• 80-90% accuracy
• Incorporates understanding
of local knowledge/
language
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forms
• Low cost
language
• Higher cost – time/ money
Business and Brand Online Intelligence
Sentiment: Examples
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Business and Brand Online Intelligence
Sentiment: Net Scores
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Business and Brand Online Intelligence
3 Reach
Channels
• Owned media
• Public websites
Measures how far reaching
a particular subject is;
combination of:
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• Public websites
Voices
• Authors
• Commentors
Business and Brand Online Intelligence
4 InfluenceAbility to cause desirable/ measurable actions/ outcomes
Someone who builds:
• Trust
• Relationships
Factors
1. Analytics
2. Participation
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• Relationships
• Brand Equity
2. Participation
3. Demographics
4. Relationships
5. Relevance
6. Content
Business and Brand Online Intelligence
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FURTHER ANALYSIS
What are they talking about?
Who are these people?
Business and Brand Online Intelligence
What are they talking about?General conversations about the various
mobile devices – which highlight the
general trends for the market
Other conversations about
smartphones, which are gaining
popularity in the country
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Discussions about the
different kinds of mobile
OS, including Android,
Symbian and Apple
Comments about the
release of the iPhone 4,
and its new features.
Notable posts about
the design and apps
Business and Brand Online Intelligence
Who are these people?
Netizens with
the most posts
Authors or
commentors?
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Friendliest *
netizens
Most influential
netizens
Where do these
netizens go?
Business and Brand Online Intelligence
Background
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SOCIAL MEDIA MEASUREMENT
Background
Metrics
Further Analysis
Business and Brand Online Intelligence
Business and Brand Online Intelligence
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Thank you
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