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Jerald Feinstein, Buzz Analytics

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Measuring Buzz Event, PPT #1 …

Measuring Buzz Event, PPT #1
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  • 1. Measuring Buzz: How to Assess the Impact of Your PR and Social Media Strategies Dr. Jerald L. Feinstein, Dean, Strayer University Cherry Hill, New Jersey Campus (856) 482-4210 Jerald.Feinstein@Strayer.edu www.strayer.edu and Founding Partner Buzz Analytics www.BuzzAnalytics.com
  • 2. It Takes Time to Assess Advertising Impact . . . But You Need Immediate Numbers the Next Day! Expands Market Share Creates Awareness $$$... Media Event or Builds Sales Revenue Ad Campaign Mind Share Generates Buzz $$$... Increases $$$... Brand Value Asset on Your Ad Agency Balance Sheet • Immediately Available Day After Event Delay of Months or More • Brand Dashboards • Track Daily
  • 3. “Buzz” Drives Brand Volatility and Value From Buzz to Mind Share to Sales and Brand Value For Top Hip-Hop Artists Mind Share Calculated as Market Share of Buzz - - Individual Buzz / Total Buzz Tupac Shakur Normalized Buzz Eminem Dr. Dre = Brand Value Snoop Dog Notorious 2000 2002 B.I.G. 2000 2001 2002 2003 Absolute Internet Buzz Relative Mind Share Brand Value ($) and Buzz
  • 4. Employing On-Line Opinion Measurement to Assess Brand Popularity By Nation and Language US English 250 250 200 200 Spain 150 France 150 Russian Spanish 100 100 Google 50 50 MSN 0 0 ASK Yahoo UK Japan Greek Italian India China Chinese
  • 5. Internet Mind Share for Soft Drinks RC-Cola 7 - Up Jolt Cola Coca-Cola Pepsi-Cola Mind Share Calculated as Individual Brand Buzz Divided by Total Buzz for All Brands
  • 6. “Buzz” Drives Brand Volatility and Value Mind Share Correlates with Brand Value and Forecasts Market Share for Sports Teams Hundreds New York Yankees Dallas Cowboys Los Angeles Lakers New York Knicks Washington Redskins New York Giants 2000 2001 2002 2003 Brand Dashboard Showing Relative Mind Share as % of Leader
  • 7. Daily Buzz on Osama Bin Laden Before and After 9/11 Tracking Buzz on Osama Bin Laden 1 0.5 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 September 2001 Time in Days
  • 8. Employed to Track and Forecast Popularity of Political Candidates in Past Presidential Primaries and the National Campaign for President Candidates in the Democratic National George Bush vs. John Kerry in the Primaries in the Months Leading Up Campaign for President in the To Primary Night Months Leading Up to Election Night
  • 9. How You Can Get Started Now With Google Trends . . . How It Works