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Brandwatch Masterclass: Social Media & Sentiment Analysis
 

Brandwatch Masterclass: Social Media & Sentiment Analysis

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NY Masterclass Session, May 8

NY Masterclass Session, May 8

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    Brandwatch Masterclass: Social Media & Sentiment Analysis Brandwatch Masterclass: Social Media & Sentiment Analysis Presentation Transcript

    • Sentiment Analysis /Brandwatch NY Masterclass Dina Daoud dina@brandwatch.com | Tel: +1 (347) 827-7562 May 08th 2014
    • Is this mention positive, negative or neutral? © 2014 Brandwatch | www.brandwatch.com 2
    • What about this one? © 2014 Brandwatch | www.brandwatch.com 3
    • What if we looked at the link? © 2014 Brandwatch | www.brandwatch.com 4
    • Last one: positive, negative or neutral? © 2014 Brandwatch | www.brandwatch.com 5
    • Content /Agenda 6 • Sentiment Analysis Business Cases • Sentiment as a directional INDICATOR • Sentiment as a performance MEASURE • Improving Sentiment Markup • Individual Manual Markup • Random Sample Manual Markup • Sentiment Rules • Open Discussion © 2014 Brandwatch | www.brandwatch.com
    • 7 Why would you analyze sentiment? © 2014 Brandwatch | www.brandwatch.com
    • Business Cases /Sentiment Analysis 8© 2014 Brandwatch | www.brandwatch.com Directional INDICATOR Indicates a potential change in the trend Performance MEASURE Evaluates performance vs. previous years or vs. competitors
    • Business Cases /Sentiment Analysis 9© 2014 Brandwatch | www.brandwatch.com • Directional Indicator • Anticipate PR issues • Identify potential stories • Predict Results • Performance Measure • Track a Marketing Campaign • Identify content that drives Engagement • Evaluate Brand Loyalty
    • Business Cases /Sentiment Analysis 10© 2014 Brandwatch | www.brandwatch.com • Directional Indicator • Anticipate PR issues • Identify potential stories • Predict Results • Performance Measure • Track a Marketing Campaign • Identify content that drives Engagement • Evaluate Brand Loyalty
    • Directional Indicator /Anticipate PR Issues 11© 2014 Brandwatch | www.brandwatch.com Health related issues for a chocolate brand, over time
    • Directional Indicator /Investigate potential stories 12© 2014 Brandwatch | www.brandwatch.com 2012 2013 2014 Jan Feb Mar Apr May Positive mentions of a competitor year to year
    • Directional Indicator /Predict future results 13© 2014 Brandwatch | www.brandwatch.com Highest volumes but also highest positive to negative ratio for Lupita Nyong’o
    • Business Cases /Sentiment Analysis 14© 2014 Brandwatch | www.brandwatch.com • Directional Indicator • Anticipate PR issues • Identify potential stories • Predict Results • Performance Measure • Track a Marketing Campaign • Identify content that drives Engagement • Evaluate Brand Loyalty
    • Performance Measure /Track Marketing Campaigns 15© 2014 Brandwatch | www.brandwatch.com Our Chocolate Brand Campaign: #shareyourexperience The Market Leader Similar Campaign: #telluswhatyoulikemostaboutus Positive Mentions: 2030 Positive Mentions: 8992
    • 0 10 20 30 40 50 60 70 80 2014-04-01 2014-04-02 2014-04-03 2014-04-04 2014-04-05 2014-04-06 2014-04-07 2014-04-08 2014-04-09 2014-04-10 2014-04-11 2014-04-12 2014-04-13 2014-04-14 2014-04-15 2014-04-16 2014-04-17 2014-04-18 2014-04-19 2014-04-20 2014-04-21 2014-04-22 2014-04-23 2014-04-24 2014-04-25 2014-04-26 2014-04-27 2014-04-28 2014-04-29 2014-04-30 2014-05-01 2014-05-02 2014-05-03 2014-05-04 2014-05-05 2014-05-06 Owned Earned Negative Earned Positive Performance Measure /Managing Content 16© 2014 Brandwatch | www.brandwatch.com Positive AND Negative spike  content caused REACTION
    • Performance Measure /Evaluate Brand Loyalty 17© 2014 Brandwatch | www.brandwatch.com 54% Competitor A 16%Competitor C 8% Competitor B 22% My Brand Brand vs. Competitors ranked by positive sentiment
    • Performance Measure /Evaluate Brand Loyalty 18© 2014 Brandwatch | www.brandwatch.com YTD LY 60% POSITIVE 15% NEGATIVE 25% NEUTRAL 20% NEGATIVE 27% NEUTRAL 53% POSITIVE YTD TY
    • 19 How to customize sentiment? © 2014 Brandwatch | www.brandwatch.com
    • 20© 2014 Brandwatch | www.brandwatch.com Tool is conservative Even humans get confused Industry matters And YOU are the expert in the field! How to /Improve the organic markup
    • Method 1 /Individual Markup 21© 2014 Brandwatch | www.brandwatch.com
    • Method 1 /Individual Markup 22© 2014 Brandwatch | www.brandwatch.com
    • Method 1 /Individual Markup 23© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 28© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 29© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 30© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 31© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 32© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 33© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 34© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 35© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 36© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 37© 2014 Brandwatch | www.brandwatch.com
    • Method 2 /Random Sample Markup 38© 2014 Brandwatch | www.brandwatch.com
    • Method 3 /Rule Markup 39© 2014 Brandwatch | www.brandwatch.com Notice common threads that are throwing sentiment analysis off? Considered POSITIVE Considered NEGATIVE
    • Method 3 /Rule Markup 40© 2014 Brandwatch | www.brandwatch.com Considered POSITIVE Considered NEGATIVE ( (need OR want OR hero OR crave OR “can’t wait” OR “have to”) NEAR/3f (zyrtec* OR “zyrtec D”) ) ( ((“doesn’t” OR doesnt OR “won’t” OR wont OR “didn’t” OR didnt ) NEAR/2f (work* OR effect*) OR ((do* OR did) NEAR/1f nothing) ) NEAR/3f (zyrtec* OR “zyrtec D”) )
    • Method 3 /Rule Markup 41© 2014 Brandwatch | www.brandwatch.com
    • Method 3 /Rule Markup 42© 2014 Brandwatch | www.brandwatch.com
    • Method 3 /Rule Markup 43© 2014 Brandwatch | www.brandwatch.com
    • Method 3 /Rule Markup 44© 2014 Brandwatch | www.brandwatch.com
    • Method 3 /Rule Markup 45© 2014 Brandwatch | www.brandwatch.com
    • Method 3 /Rule Markup 46© 2014 Brandwatch | www.brandwatch.com
    • 47 What’s next? © 2014 Brandwatch | www.brandwatch.com
    • © 2014 Brandwatch | www.brandwatch.com 48 Open Discussion /Practice
    • Contact 49 Email /contact@brandwatch.com Web /http://www.brandwatch.com Twitter /@brandwatch Telephone / UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 441 59 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 © 2014 Brandwatch | www.brandwatch.com