2. Our unique approach to measuring social engagement
Note: Off the shelf ‘sentiment’ metrics are based on automated word counting
and volume of conversation.
Our Approach:
• Is built upon a validated Linguistics based approach known as ‘Stance Shift
Analysis’
• Uncovers the meaning of conversations.
• Generates a metric called the Semantic Engagement Index (SEITM)
• Closely maps hard sales data – this helps to provide actionable insights and ROI
using media mix modeling.
3. The SEITM measures the degree to which
customers are “engaged” with the brand,
as it transpires through the language used
on social media platforms.
4. Our Semantic Engagement Index (SEITM) correlates
with brand sales.
20
40
60
80
100
120
140
160
180
200
220
70
80
90
100
110
120
130
08/24/09
09/14/09
10/05/09
10/26/09
11/16/09
12/07/09
12/28/09
01/18/10
02/08/10
03/01/10
03/22/10
04/12/10
05/03/10
05/24/10
06/14/10
07/05/10
07/26/10
08/16/10
09/06/10
09/27/10
10/18/10
11/08/10
11/29/10
12/20/10
01/10/11
01/31/11
02/21/11
03/14/11
04/04/11
04/25/11
05/16/11
06/06/11
06/27/11
07/18/11
08/08/11
08/29/11
09/19/11
10/10/11
10/31/11
11/21/11
12/12/11
01/02/12
01/23/12
2009 2010 2011 2012
EngagementIndex
SalesIndex
Sales & Engagement Score
Sales Index Semantic Engagement Index
Summer Promo Winter Promo
Summer Promo
Source: internal Sales data; Nielsen BuzzMetrics data as of January 29, 2012
…no other social media metric has this sort of predictive
power against hard sales.
5. We can determine which social channels are the most
important sales drivers.
0.0
50.0
100.0
150.0
200.0
250.0
60
70
80
90
100
110
120
130
08/24/09
09/14/09
10/05/09
10/26/09
11/16/09
12/07/09
12/28/09
01/18/10
02/08/10
03/01/10
03/22/10
04/12/10
05/03/10
05/24/10
06/14/10
07/05/10
07/26/10
08/16/10
09/06/10
09/27/10
10/18/10
11/08/10
11/29/10
12/20/10
01/10/11
01/31/11
02/21/11
03/14/11
04/04/11
04/25/11
05/16/11
06/06/11
06/27/11
07/18/11
08/08/11
08/29/11
09/19/11
10/10/11
10/31/11
11/21/11
12/12/11
01/02/12
01/23/12
2009 2010 2011 2012
EngagementIndex
SalesIndex
Sales & Engagement Score – by Channel
Facebook Twitter Boards Blogs &Groups Sales Index
Source: internal Sales data; Nielsen BuzzMetrics data as of January 29, 2012
6. Value and Price
Coolness, funky,
style, Décor
Taste and product
quality
In-store customer
experience
Good value
Price
Food prices
Staying in
Seating/chairs
Toilets
Richness
Latte
Amazing taste
Like no other
Cool brand
Funky
Stylish Artwork/Decor
Social Engagement and competitive brand position
Bubbles represent conversational clusters, whilst size indicates level of buzz.
Brand V
Brand X
Brand Y
Brand W
Brand Z
Brand Y is least
differentiated by social
conversations.
Note: Separate analysis – Adapted Statistical Correspondence Analysis
Brand Z is associated
with conversations
around taste and
quality.
7. Customer experience and atmosphere drive
engagement and footfall
Business Questions
1) How can we drive positive social engagement and more customers into stores?
2) What are the key image, experiential and promotional strategies we need to put in place in order to drive sales?
Insight & Outcomes
We found the key drivers to Positive SEI were:
1. A place to hang out
2. To meet people
3. Atmosphere
The client developed a ‘2 for 1’ promotion to
drive store level sales.
Sales increased by 23% on year on year basis.
Positive Social
Engagement
100
Place to Hang
Out
211
Place to Hang
Out
83
To Meet People
325
To Meet People
188
Atmosphere
466
Atmosphere
288
To Meet People
229
To Meet People
85
Food A
271
Food A
74
Note: Separate analysis - Classification & Regression Trees (CART)
8. • Capability to measure and monetise the impact of social brand conversations on
sales performance.
• Provide insight into what the brand’s advantages are relative to competitors.
• Understand and quantify how and why consumers engage with the your brand
and its stores.
• Quantify the degree of passion and engagement towards a brand’s beverages
and food products.
• Provide insights into promotions/events and causes for success and shortfall.
What can we do for beverage businesses?
9. Michael Wolfe
CEO
Bottom Line Analytics Global
E: mjw@bottomlineanalytics.com
M: 770.485.0270
www.bottomlineanalytics.com
Masood Akhtar
Partner, Analytics (EMEA)
Bottom Line Analytics Global
E: ma@bottomlineanalytics.com
M: +44 7970 789 663
www.bottomlineanalytics.com
