how to avoid being a big data zombie (istrategy / brandwatch)

How to avoid being a BIG DATA ZOMBIE

www.brandwatch.com |: @brandwatch | Tel: +44 (0)1273 234 290

© 2012 Brandwatch | www.brandwatch.com 2

Brandwatch in 1 slide

Session structure

© 2012 Brandwatch | www.brandwatch.com

• Introduction – evaluating your reporting

• Workshop – approaching analysis

• Summary – relevant data not big data

Introduction



When was the last time you

updated your reporting?


Do your metrics match your

objectives?


What have you done as a

result of reporting insights?


Workshop

iStrategy Zombie Data workshop


Objective of next 30 minutes is to explore some big data about the social

media impact of M&S 2012 Christmas advert

This is big data: 10,000+ data points in 3 weeks with lots of associated

data (location of sender, time of day, language used, response/retweets,

etc)

Imagine you are a Marketing Executive in M&S and you are trying to

assess whether the TV campaign is working, what to tweak/change and

what lessons to learn

Objective is not to judge M&S Xmas campaign. (They are not a client and

all data is available publicly - although you’d need to a tool like

Brandwatch to collect and make sense of it)

A1: Number of social media web pages (tweets,

blogs, forums, etc) that mention M&S


0

1,000

2,000

3,000

4,000

5,000

6,000

Men

tio

ns p

er

day o

f M

&S

Advert first broadcast

Question Your answer

What does the chart tell you? Mentions rose after advert was launched, then declined

What objective does this help to measure? Campaign Awareness

What action could you take based on this

data?

Not much

What would make it better? Some context, work out how much of overall volume is about advert, did it link to sales, how well did we expect it to do, etc, etc

Zombie Score

5

0 = Useful data

5 = Zombie slide

A2: Topic cloud of social media webpages that

mentions the M&S advert



What does the chart tell you? People talked on social media about M&S adverts

What objective does this help to measure? Campaign Awareness and reason why


data?

Investigate angle of Down’s Syndrome, GemmaAnneStyles

What would make it better? Get rid of the mentions of M&S/adverts/Xmas and get more topics in this + have it coloured by sentiment + have verbatim / explanation of main points

Zombie Score (0-5)

4

A3: Most used twitter hashtags associated with

M&S adverts


0

10

20

30

40

50

60

70

Tw

eets

Most used hashtags

@annefoxycoxy

303 RTs, 804k followers

“ It'll be here before we know it RT

@GemmaAnneStyles: Always enjoy a

good M&S advert. Bit early for

Christmas but I'll let it slide. ”

Most retweeted tweet

@carolineplayle (‘Seb’s Mum’)

60 (M&S ad) tweets, 605 followers

“ M&S in store mag is out today! Not just

Christmassy, Seb is in it and it earned

him his place in the TV Ad! A little piece

of BIG history! X ”

Most prolific tweeter


What does the chart tell you? Hashtags were quite well used but a wide spread

What objective does this help to measure? Engagement with campaign


data?

Campaign using hashtags or respond to some hashtags

What would make it better? More holistic view of engagement (rather than focus on just twitter hashtags)

Zombie Score (0-5)

3

https://twitter.com/AnneFoxyCoxy/statuses/266280720530542592

https://twitter.com/AnneFoxyCoxy/statuses/266280720530542592

http://twitter.com/GemmaAnneStyles

http://twitter.com/GemmaAnneStyles

http://twitter.com/carolineplayle/statuses/266813404709277696

http://twitter.com/carolineplayle/statuses/266813404709277696

B1: Number of social media web pages (tweets,

blogs, forums, etc) that mention M&S


0

1,000

2,000

3,000

4,000

5,000

6,000

Men

tio

ns p

er

day o

f M

&S

Advert first broadcast M&S announce

10% fall in profits


What does the chart tell you?

What objective does this help to measure?


data?

What would make it better?

Social Competition

ended

Increased showing of ads

Zombie Score (0-5)

B2: Example mentions of Seb White within the

M&S advert


TWITTER @freyamulderrig

FACEBOOK Sally Hewerdine

FORUM Adifferentopinion.net

TWITTER @caroline_s

“ I'm well happy m&s have a child

with Down's syndrome modelling

their clothes awwwww he's so

sweet”

“ LOVE this! You're a star @carolineplayle - M&S

TV advert to feature disabled boy Seb White

bit.ly/tt.34687 via @Independent”

“ So chuffed and proud of M&S, they have ditched the usual celebrities for their

'Christmas Advertising' and have chosen regular kids, including a staring role for a

gorgeous little boy with Downs Syndrome. Brilliant, will definitely be buying some

Crimbo presents from their store now ... ”

“ Good on M&S for putting Seb

RIGHT in the public face. A lot of

people had their cloised minds

opened with the Para-Olympics.

Seb can play his part too! ”

Zombie Score (0-5)




What action could you take based on this data?


http://twitter.com/freyamulderrig/statuses/270633046821187585

http://twitter.com/freyamulderrig/statuses/270633046821187585

http://www.facebook.com/permalink.php?story_fbid=10151308245079715&id=675759714

http://www.facebook.com/permalink.php?story_fbid=10151308245079715&id=675759714

http://www.adifferentopinion.net/forum/showthread.php?tid=3596

https://twitter.com/Caroline_S/statuses/265471045690093569

https://twitter.com/Caroline_S/statuses/265471045690093569

https://twitter.com/carolineplayle

https://twitter.com/carolineplayle

https://twitter.com/Independent

B3. Number of social media webpages that

mention the adverts of 5 different UK retailers


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

John Lewis Asda Marks and Spencer Waitrose Littlewoods





data?


Zombie Score (0-5)

B4. Number of tweets about adverts of 5 UK

retailers and potential reach of those tweets


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

John Lewis Asda Marks andSpencer

Waitrose Littlewoods

Tw

eets

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

John Lewis Asda Marks andSpencer

Waitrose Littlewoods

Po

ten

tial re

ach

(t

ota

l fo

llo

wers

) Question Your answer




data?


Zombie Score (0-5)

B5. Ratio of positive/negative mentions about

adverts for 5 UK retailers using auto sentiment


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Asda John Lewis Littlewoods Marks andSpencer

Waitrose

Positive

Negative





data?


Zombie Score (0-5)

C1. Summary of how promoting adverts worked on

Twitter, YouTube and Facebook


Advert

Twitter YouTube Facebook

Re-

tweets

Favour

-ites Views Comments Likes Dislikes

Page

likes

Video post

comments

Video post

likes

Asda n/a n/a 126k 0 311 433 555k No post No post

John Lewis 555 105 1,878k 1,631 9,966 304 543k 2,401 553

Littlewoods 2 0 7k 9 9 1 141k 14 5

Marks and

Spencer 30 3 177k disabled disabled disabled 917k 669 91

Waitrose 31 2 88k 14 39 9 n/a n/a n/a






Zombie Score (0-5)

C2. Comments on video when posted on Facebook







Zombie Score (0-5)

2401

669

14 10 67

0

500

1000

1500

2000

2500

3000

John Lewis 2012 Xmasad

Marks and Spencer 2012Xmas Ads

Littlewoods 2012 XmasAd

Typical Social BrandVideo*

Marks and Spencer 2010Xmas Ads

* Based on 250 companies that entered the 2012 Social Brands Top 100 awards run by Headstream and Brandwatch

D1. Your turn…


Please use the next slide to draw your perfect chart M&S chart (free of

zombie-insight)

Here are some examples of the information it could include:

• Include other sales: e.g., ad spend, website visits, store visits, panel

data, etc

• Get more verbatim and top mentions (e.g., by celebrities)

• More demographics on who talked about the adverts

• More detail on what aspects of the advert people liked

• More detailed historic comparison with previous Christmas’

D2. <Insert title>


Zombie Score (0-5)

O

Summary



‘BIG’ DATA?


SIZE ISN’T THE ONLY

THING THAT MATTERS

* SORRY.

*


BIG =

RELEVANT


“…data helps us answer questions; big data also helps us conceive new questions.”*

Philip Sheldrake, Euler Partners, and author ‘The Business of Influence’

CONTACT


EMAIL: [email protected]

WEB: http://www.brandwatch.com

TWITTER: @brandwatch

PHONE:

UK: +44 (0)1273 234 290

US: +1 212 229 2240

Germany: +49 (0)711 912 442 04

FAX:

UK: +44 (0)1273 234 291

DOCUMENT LIMITATION

The information given in this document has been checked for accuracy and completeness however Brandwatch

shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053

4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

how to avoid being a big data zombie (istrategy / brandwatch)

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zombie score

downs syndrome

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