digital marketing & technology conference brandtology 121110

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Business and Brand Online Intelligence



Background


SOCIAL MEDIA MEASUREMENT

Background

Metrics

Further Analysis


What cannot be measured

Other limitations


BACKGROUND

Other limitations

What can be measured

Buzz trends


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.


What Cannot be Measured

Social media cannot measure the extent of the

effects of e.g. corporate social responsibility.


responsibility.

But it can create a positive brand

image and good relationship

among the online public.


Other Limitations

The number of comments about

a brand or product does not

necessarily translate to sales.


translate to sales.

But it is also a gold mine of consumer insights on what they want to see

in a product.


Other Limitations

Social media is restricted to

online activity.


However, offline activity like

personal conversations can help the spread of online information


What Can be Measured

Buzz

Sentiment

Quantitative

Posts, comments,

tweets

Likes, automated


Sentiment

Channels

Influencers

Likes, automated

sentiment tools

Fan pages, page views

New visitors, fans,

followers


Buzz: Brand Mentions



Engagement

Sentiment


METRICS

Sentiment

Reach

Influence


Metrics

Buzz

Sentiment

Quantitative Qualitative

Posts, comments,

tweets

Buy signals, insights,

brand mentions,

engagement

Likes, automated Customer satisfaction,

human sentiment


Sentiment

Channels

Influencers

Likes, automated

sentiment toolshuman sentiment

analysis

Fan pages, page views Reach

New visitors, fans,

followersLevel of influence


1 Engagement

New posts

• News articles

• Promotional messaging

Measures netizens’

engagement in a particular

subject; combination of:


• Promotional messaging

• User generated articles

Responses

• Comments


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


forms

• Low cost

language

• Higher cost – time/ money


Sentiment: Examples



Sentiment: Net Scores

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3 Reach

Channels

• Owned media

• Public websites

Measures how far reaching

a particular subject is;

combination of:


• Public websites

Voices

• Authors

• Commentors


4 InfluenceAbility to cause desirable/ measurable actions/ outcomes

Someone who builds:

• Trust

• Relationships

Factors

1. Analytics

2. Participation


• Relationships

• Brand Equity

2. Participation

3. Demographics

4. Relationships

5. Relevance

6. Content



FURTHER ANALYSIS

What are they talking about?

Who are these people?


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


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


Who are these people?

Netizens with

the most posts

Authors or

commentors?


Friendliest *

netizens

Most influential

netizens

Where do these

netizens go?


Background


SOCIAL MEDIA MEASUREMENT

Background

Metrics

Further Analysis




Thank you