networked insights - brands get in touch with their emotions

©2014 Networked Insights

Brands Get in Touch with their Emotions Going beyond net sentiment to measure consumers’ love, hate, desire and fear.

December 2014


•  To determine how consumers feel about them via social media, brands predominantly rely on sentiment analysis.

•  Sentiment analysis scores whether online mentions of a brand are positive or negative.

•  By contrast, emotions reveal actionable insights that build on consumer sentiment.

•  Emotions aren’t commonly tracked by brands.

Summary

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Why brands should care about emotions

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•  Viral and successful campaigns have a unique fingerprint of emotions tied to them.

•  Brand emotions give marketers richer understanding of their brand and its competitors.

•  Campaign performance can be improved by leveraging the emotional association to brands.

•  Social data provides unique insights brands need to comprehensively understand brand emotions.

Overview

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Plutchik's Wheel of Emo2ons

Emotions Drive Action Emotions drive purchase-related actions. Furthermore, the total spectrum of emotions (at right) has varying effects on consumers’ actions. Research1 shows that emotions such as joy and surprise are most often associated with news articles that go viral. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is even more viral. Emotions such as anger drive people to action. Researcher Thales Teixeira tracked eye movements showing that video ads which evoked emotions of joy and surprise resulted in higher viewer retention. 1 Jonah Berger and Katy Milkman, 2012

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Brands need to understand not only the what of emotions, but the why. Let’s compare three examples of a consumer experiencing negative emotions that could impact purchase behavior: 1.  A consumer who is angry about

poor customer service during a retail experience may decide to purchase elsewhere.

2.  Conversely, a consumer who is disappointed that she’s broken a favorite item may decide to purchase.

3.  Lastly, a consumer who is irritated by traffic on the way to the store may decide not to purchase at all.

In all cases, it’s clear that the sentiment is negative. However, a richer understanding of how the consumer feels will give brands direction on how to respond.

Objects of Emotion Matter

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How do sentiment and emotion compare?

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Sentiment A numerical sentiment score is created to assign positive, negative and neutral scores to social data such as twitter posts. Net sentiment measures the percentage of positive posts minus the percentage of negative posts about a particular topic.

Emotions Emotional classi iers are created using natural language processing to assign di erent emotions such as anger, love, irritation, excitement to social media data. Networked Insights measures more than 46 di erent emotions representing di ering degrees of intensity.

Should You Be Getting Emotional? Brands should move beyond net sentiment to measure richer, more actionable emotions.

3 broad measures of sentiment Spectrum of 46 di erent emotions

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8% 7%

4%

0%

-1%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

NET SENTIMENT OVERALL

T-‐Mobile

AT&T

Verizon

Sprint

Consumer Sentiment Net sentiment measures positive mentions minus negative mentions on social media

Sentiment is useful, but does not give a full picture. For example, we measured sentiment across several wireless brands and, at first glance, T-Mobile appears to be the most liked brand.

Net Sentiment Can Be Deceiving

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Although T-Mobile has the highest net sentiment, some of the emotions most uniquely associated with the brand are negative. As shown in the chart, it over-indexes on hatred, anger and disgust.

0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8

success

happiness

love

disgust

anger

surprise

hatred

affecCon

T-Mobile: Strong, Mixed Emotions

Net Sentiment

8% 7% 4% 0%

T-Mobile . . .

T-Mobile Top Indexed Emotions

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0 0.5 1 1.5 2

disgust

love

hope

excitement

like

pride

trust

Verizon: Consistently Positive

Net Sentiment

8% 7% 4% 0% . . .

Verizon Top Indexed Emotions

Meanwhile, Verizon shows lower net sentiment overall but it actually measures more consistently positive emotions than T-Mobile.

Verizon

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How are Emotions Tied to Brands?

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Emotional Associations Networked Insights classifies over 560 million social conversations daily with 46 types of emotions using natural language processing. Dear @Starbucks, Your delicious coffee is absolutely going to get me through work today and I appreciate it. Lub u!” love Our plane is at the airport, but not the gate, so they won't call it a delayed flight. This is annoying. #unitedairlines #WhatAreYouDoing” irritation @thepointsguy @SouthwestAir @united Is it ok to say that boarding groups piss me off? And the awful way gates are organized for this ritual?” anger

love • success • affection • joy relief • compassion • empathy sympathy • amusement • pride trust • excitement • satisfaction happiness • like

hatred • sadness • confusion • stress anxiety • boredom • anger • remorse irritation • shame • neglect • jealousy offense • disappointment • disillusion fear • disgust • suffering • exasperation torment • anguish • resignation • regret

“

“

“

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One measure is how much given emotions associate with a brand or vertical category.

•  Different categories have a tendency to elicit different emotions.

•  Service industries tend to have more negative emotions.

•  Retail and fast food are tied to more positive emotions.

Share of Emotions Wireless Airline Retail Fast Food Auto

Desire

Love

Success

Stress

Fear

Hatred

Sadness

Hope

Happiness

Like . . .

Stress

Hatred

Love

Success

Desire

Horror

Hope

Like

Pride

Shame . . .

Success

Love

Desire

Pride

Fear

Amusement

Hope

Joy

Like

Happiness . . .

Love

Desire

Success

Happiness

Hope

Hatred

Like

Fear

Sadness

Courage . . .

Success

Love

Desire

Fear

Pride

Stress

Sadness

Happiness

Like

Hope . . .

Top 10 Emotions by Category based on Share of Voice

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Airline Auto Retail Fast Food Wireless

Disgust

Regret

Courage

Desire

Happiness

Disappointment

Hatred

Relief

Hope . . .

Stress

Nostalgia

Compassionate

Fear

Pride

Shame

Envy

Boredom

Success . . .

Horror

ExasperaCon

Relief

Joy

Disgust

Neglect

Amusement

Disappointment

Pride . . .

Courage

Regret

Happiness

Jealousy

Disgust

Forgiveness

Hatred

Remorse

Anguish . . .

Compassionate

ExasperaCon

Stress

IrritaCon

Horror

Neglect

Disappointment

Confusion

Fear . . .

Ownable Emotions Marketers also have the ability to measure emotions most uniquely associated with brands.

Top 9 Emotions by Category based on Index to Emotions in Brand Conversations

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How do Emotions Differ by Brand? (And when to take action)

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Looking at "Love" in the retail category during a one month window, some of the most loved brands include Amazon and Target. But curiously, Target also ranked highly for "Hate" during this same period. So, we took a closer look at why.

Retailers: Love ‘em or Hate ‘em

-‐0.2 -‐0.1 0 0.1

Walmart

Best Buy

Target

Amazon

Love

-‐0.02 0 0.02 0.04 0.06

Amazon

Best Buy

Walmart

Target

Hate

Difference in Share of Voice from Industry Average

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0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

0.16

0.18

week 1 week 2 week 3 week 4

Targ

et H

atre

d SO

V

To investigate Target's unusual hatred score, we looked at "hatred" over time and found an 8x increase during a specific week. Examining the posts, we see that the spike is due to perceived sexism and concentrated consumer outcry over a product in the store, rather than overall hatred of the brand. Armed with this info, brands can judge the issue and act appropriately. In this example, Target's "Hatred" scores decreased again over two week period.

PR Hiccup

“WOW. @Target, you have some explain'n to do. My

daughter WILL be a HERO. #sexist”

Crisis Point

Credit: THE CANADIAN PRESS/HO-CHRISTINE LOGEL

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How do emotions differ by audience?

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Examining social data around consumer electronics, we find differences by segment. Overall, Twitter conversations about Samsung, Sony and LG are split almost evenly across gender. But conversations containing emotions are more frequently expressed by men than women.

Men are Emotional About Their Gadgets

53% 47%

67%

33%

Total Branded Conversations

Branded Conversations Containing Emotion

Women Men

Consumer Electronics Comparing how men and women talk about tech

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0

0.05

0.1

0.15

0.2

0.25

LG Samsung Sony

Consumers ages 18-34 use love more than overall consumer when talking about electronics. Millennials have more love for Samsung and LG than the general consumer.

Millennials Show the Love

Love Share of Voice

Overall

Ages 18-34

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How can brands benefit by measuring emotions? Validate successes and problems. Get a read on competitive opportunities. Create content consumers will love to share.

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•  Track consumers’ positive and negative emotions over time to detect successes or problems.

•  Look for changes in emotions across target audiences associated with your brand.

•  Discover which content resonates with consumers.

Yardstick For Validation

Search: Networked Insights Dashboard Emotions Associated with the brand

Target based on Twitter

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0 1 2 3 4 5 6

hope compassionate

suffering boredom

regret surprise

United Airlines

0 1 2 3 4 5 6

irritaCon trust

excitement love

amusement relief pride

Southwest Airlines

Jump on opportunities to turn emotional baggage to your favor. For example, this data shows that Southwest Airlines over-indexes in amusement whiles United

Airlines over-indexes in boredom. This gives Southwest Airlines the opportunity to reinforce that travel doesn't have to be a chore.

Get a Read on Competitive Opportunities

Share of Voice Index of Southwest Airlines and United Airlines compared to Airline Industry

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46%

91%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Love SOV Before PromoCon

Love SOV A]er PromoCon

We know that eliciting certain emotions makes consumers want to share certain content. This year, Budweiser released a new “Friends Are Waiting” video featuring a pet dog. The video went viral and received over 19 million views on YouTube. Love mentions associated with Budweiser overall skyrocketed after the campaign, from 43% to 91%.

Create Content Consumers Will Love to Share

Impact of Budweiser Campaign

Global Be(er) Responsible Day “Friends Are Waiting” by Budweiser

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http://youtu.be/eubWYPhcEEo




•  Track conversations and the associated emotions over time to discover what resonates with consumers.

•  Discover and act on competitors’ emotional opportunities.

•  Segment by emotional opportunities that align to brand target audiences or other demographic factors.

•  Measure and optimize your successes to determine how consumers respond.

Brand Takeaways

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•  Networked Insights analyzed over 20 Million conversations of 200 brands on Twitter between September 2014 and October 2014.

•  Networked Insights compared how often consumers use emotions in relation to the top 200 most talked about brands (share of voice).

•  Share of voice measures the percentage of total posts about a particular topic.

•  Emotions are classified using proprietary technology from Networked Insights.

•  Net sentiment measures the percentage of positive posts minus the percentage of negative posts about a particular topic.

Study Methodology

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Networked Insights is classifying the social web so marketing professionals can better understand how consumers are talking about products, competitors and the topics that influence purchase behavior. To learn more or see how we can help you: networkedinsights.com/contact

About Networked Insights

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http://www.networkedinsights.com/contact/

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