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Buzzmetrics, Introduction To

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Final stages to be launched in Mexico

Final stages to be launched in Mexico

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  • 1. About BuzzMetrics BuzzMetrics, a service of the Nielsen Company, is the recognized leader in helping marketers promote, protect and gain unique insights about their brands through the measurement and analysis of Consumer-Generated Media. We help clients achieve business goals in the areas of: •Consumer Insight •Reputation Management •Product Launch •Marketing Effectiveness April 20, 2009 Confidential & Proprietary 1 © 2007 The Nielsen Company
  • 2. How Did We Get Here? Infrastructure • Ongoing R&D investment of more than $40 million and growing • Nielsen ownership brings resources and scale to do it right • Multiple patents and product roadmap that includes not only CGM but all marketing and media data • Largest current and historical content reservoir • Blogpulse to be connected to consumer usage People • Sum of the best companies in the space (BZM, Intelliseek, Trendum) • Vertical expertise coupled with deep CGM knowledge • Co-founded the industry body (WOMMA), featured and sourced in all major media Processes • A technology philosophy that combines the best of human and machine intelligence • Nielsen reach, rigor and methodology expertise April 20, 2009 Confidential & Proprietary 2 © 2007 The Nielsen Company
  • 3. • 18 of Top 20 Advertisers • 15 of Top 15 Pharma • 10 of Top 15 Financial • 9 of Top 10 Food • 15 Top Tech April 20, 2009 Confidential & Proprietary 3 © 2007 The Nielsen Company
  • 4. The World has Changed…… April 20, 2009 Confidential & Proprietary 4 © 2007 The Nielsen Company
  • 5. Consumers are the New Authorities Then Now “Turns out the contaminated wheat gluten that has sickened and killed so many cats and dogs recently has ended up in quite a few brand names. I finally found a complete list of the affected brands here. I feed my cats --- dry food, and fortunately the dry food was not on the list. The --- wet is, though. Don't assume that your brand is safe. Check the list!” - stynes.blogspot.com, 04/05/07 April 20, 2009 Confidential & Proprietary 5 © 2007 The Nielsen Company
  • 6. They Are Talking and Being Heard 80 73 Posted Product Reviews Read User Reviews 58 60 Forwarded Info Found Online Actively Participating in CGM 40 30 27 20 0 % of Online US Adults *From AC Nielsen Homescan and BuzzMetrics April 20, 2009 Confidential & Proprietary 6 © 2007 The Nielsen Company
  • 7. Consumer-Generated Media Is Becoming the Content of the Web Corporate Other content (.affiliate, etc) 18% 22% Media content 12% Consumer generated Expert content content 26% 22% 26% of top search results for world’s twenty largest brands is consumer-generated. - Jupiter Research Amplification April 20, 2009 Confidential & Proprietary 7 © 2007 The Nielsen Company
  • 8. Why Care? To Stay Ahead of Change Blog Buzz Helps Companies Catch Trends in the Making By Steven Levingston Washington Post Staff Writer Friday, March 3, 2006; Page A01 ConAgra Foods Inc. got an early warning from chatter on the Internet that the low-carb craze was fading. The huge food company seized the chance to promote an alternative menu, its Healthy Choice soups, entrée and lunch meats. quot;By utilizing online message boards you pick up nuances in the marketplace—customer statements, thoughts—that enable us to distinguish whether something is a trend that has long-term impact or a fad that will be short-lived.quot; -Director of Strategy and Insights, ConAgra [NBZM client] Source: BuzzMetrics research April 20, 2009 Confidential & Proprietary 8 © 2007 The Nielsen Company
  • 9. Why Care? To Head off Threats Before they Tip • Have the information to take action on potential issues before they become mainstream conversation Buzz Trend for New Blu-Ray Player Review “It's gotten so bad that someone at AVS forums said Consumers sharing that instead of quot;BluRayquot; they and spreading the should call it quot;BluRRY.quot; poor review Afterdawn Forum quot;The picture output of the player is very soft and really doesn't look like High Early and Definition at all. The picture inaccurate consumer review quality of standard DVDs played on the ----- is especially bad.” AVS Forums April 20, 2009 Confidential & Proprietary 9 © 2007 The Nielsen Company
  • 10. How We Help Marketers April 20, 2009 Confidential & Proprietary 10 © 2007 The Nielsen Company
  • 11. A Decade of Tracking Changing Media • A diverse and fast-growing body of online content that is expanding into multi-media formats Social media Micro-community Ratings & sites Internet Population review sites Co-creation Consumer blogs Feedback Internet portals discussion forums Moblogs Media Audio blogs blogs Groups Usenet Video blogs newsgroups Marketer (VLOGS) blogs Early-Stage Internet Recent Internet April 20, 2009 Confidential & Proprietary 11 © 2007 The Nielsen Company
  • 12. Ten-Year Investment in Text-Mining and Analysis Technologies Plus World-Class Analysts and Research Methodologies April 20, 2009 Confidential & Proprietary 12 © 2007 The Nielsen Company
  • 13. Producing Metrics to Understand Discussion Volume Number of comments “Turns out the contaminated wheat gluten that Number of individuals talking has sickened and killed so many cats and dogs recently has ended up in quite a few brand Sentiment Overall tone, polarity to product, names. I finally found a complete list of the issue, brand, feature affected brands here. I feed my cats --- dry food, Topics Features and words and fortunately the dry food was not on the list. associated with brand or issue The --- wet is, though. Don't assume that your brand is safe. Check the list!” Reach Size of audience viewing CGM for brand or issue - stynes.blogspot.com, 04/05/07 Dispersion Number and types of communities where buzz exists Influence Ability of individual to create buzz Impact Connection to sales data April 20, 2009 Confidential & Proprietary 13 © 2007 The Nielsen Company
  • 14. Through a Diverse Product Portfolio Monitor Insight • BuzzTracker • Buzz Audit • ThreatTracker • Brand Association Maps • Crisis*Buzz • Syndicated Industry Services Access Impact • BrandPulse Web • Influencer Audit • BrandPulse Self-Service • Community Audit • BrandPulse CRM • Strategic Services April 20, 2009 Confidential & Proprietary 14 © 2007 The Nielsen Company
  • 15. For Delivery of Relevant Insights Hot zones suggesting Actual words used in Looming competitive threat brand still has challenges conversation about Nike in managing consumer perceptions around labor policies. Drill in to uncover new Imagine your brand, messaging and products, competitors, marketing opportunities. segments, issues, etc…examined by BAM ** actual deliverable will differ in appearance April 20, 2009 Confidential & Proprietary 15 © 2007 The Nielsen Company
  • 16. Sample Analysis April 20, 2009 Confidential & Proprietary 16 © 2007 The Nielsen Company
  • 17. Identify which brand gets the most buzz • EXAMPLE: Which network got the most buzz among moms? April 20, 2009 Confidential & Proprietary 17 © 2007 The Nielsen Company
  • 18. Understand how Buzz for a New Product Grows • iPhone’s announcement dwarfs Zune launch and The Soprano’s buzz and easily tops the Wii from 2006 Blogosphere Activity 1 - Zune’s launch 3 2 - Wii N. American launch 3 - iPhone announcement 2 4 - Windows Vista released 4 5 5 - Final episode of “The Sopranos” 1 Slide 1 of 2 April 20, 2009 Confidential & Proprietary 18 © 2007 The Nielsen Company © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate
  • 19. …& Whether that Buzz is Positive Positive drivers: iPhone Sentiment (1/1/07 – 6/15/07) Cool features (visual voicemail, touch screen, music library, internet browsing, etc.) General excitement Ease-of-use Switching providers in order to get the iPhone Negative drivers: High price point Availability with only one service provider Concern about Cingular’s coverage and service “I am with Nextel, I have the top of the line phone through No keyboard them, and it doesn't do HALF the crap that this iPhone does and it still cost me over $300 when I bought it. I am switching Battery life to Cingular/AT&T as soon as this phone comes out.” Slide 2 of 2 No 3G functionality HowardForums, 1/15/2007 April 20, 2009 Confidential & Proprietary 19 © 2007 The Nielsen Company © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate
  • 20. Understand Key Consumer Associations within a Category 1. Toyota is only brand mentioned. 2. Many consumers describe the different ways one can lead an eco-friendly lifestyle, such as buying organic or driving a hybrid car. 3. Consumers explain the features of buildings/homes that use eco-friendly construction. April 20, 2009 Confidential & Proprietary 20 © 2007 The Nielsen Company
  • 21. Identify Key Media Drivers • Articles on sustainability issues from major news sources are frequently cited by bloggers when they discuss environmental issues. Top Cited News Sources Top Cited News Articles (# of links) Economist: Food Politics: Has the Supermarket Trolley Dethroned the Ballot Box? (12/7/2006) 80 Canadafreepress.com: Scientists Respond to Gore’s Warning of Climate Catastrophe (6/12/2006) 67 USA TODAY: Gore isn’t Quite as Green as he Led the World to Believe (8/9/2006) 64 TIME: Eating Better Than Organic (3/2/2007) 52 Slate: The Dark Secrets of Whole Foods (3/17/2006) 41 Slate: Is Whole Foods Wholesome? (3/17/2006) 31 BusinessWeek: Wal-Mart’s Organic Offensive (3/29/2006) 29 New York Times: Mass Natural (6/4/2006) 29 MSNBC: Green America: Why Environmentalism is Hot 28 April 20, 2009 Confidential & Proprietary 21 © 2007 The Nielsen Company
  • 22. Identify Key Influencers: Treehugger • Treehugger is a highly respected green-oriented blog which is frequently cited in traditional media and commonly referenced in Wikipedia. April 20, 2009 Confidential & Proprietary 22 © 2007 The Nielsen Company
  • 23. ID if consumers engage with marketing • EXAMPLE: How strongly are consumers linking GM to the Oprah event? 90% 84% 80% 74% 70% 64% 60% 56% 50% 46% 46% 40% 36% 30% 20% 14% 14% 12% 12% 10% 8% 10% 6% 4% 0% 0% GM Segment General Auto Segment Competitive Auto General Interest Segment GM Pontiac G6 No Link April 20, 2009 Confidential & Proprietary 23 © 2007 The Nielsen Company
  • 24. …& what they are saying about it AT FIRST: “Bottom line: It was a win-win situation for Oprah and Pontiac. For whatever Pontiac paid, they'll get their money back and more.” Car and Driver Forums, 2004-09-15 BUT THEN: “The G6 should be renamed the Pontiac Oprah. Because of its close association with Oprah, this will be a chick car and not a guy's car.” GMInsidenews.com, 2004-09-16 “It would've been nice for Oprah or GM to pay for EVERYTHING.” Free Republic, 2004-09-22 “So they sell the car, pay the 7G's and then use the other 20G's left to buy a different car. They can get a Civic for 14, which is a better car anyway.” Runners World, 2004-09-22 April 20, 2009 Confidential & Proprietary 24 © 2007 The Nielsen Company