How to avoid being a BIG DATA ZOMBIEwww.brandwatch.com |: @brandwatch | Tel: +44 (0)1273 234 290
Brandwatch in 1 slide© 2012 Brandwatch | www.brandwatch.com   2
Session structure  • Introduction – evaluating your reporting  • Workshop – approaching analysis  • Summary – relevant dat...
Introduction© 2012 Brandwatch | www.brandwatch.com                  4
When was the last time you     updated your reporting?© 2012 Brandwatch | www.brandwatch.com   5
Do your metrics match your       objectives?© 2012 Brandwatch | www.brandwatch.com   6
What have you done as a result of reporting insights?© 2012 Brandwatch | www.brandwatch.com   7
Workshop© 2012 Brandwatch | www.brandwatch.com              8
iStrategy Zombie Data workshop  Objective of next 30 minutes is to explore some big data about the social  media impact of...
A1: Number of social media web pages (tweets,blogs, forums, etc) that mention M&S                                         ...
A2: Topic cloud of social media webpages thatmentions the M&S advert                                                      ...
A3: Most used twitter hashtags associated withM&S adverts                                                Most retweeted tw...
B1: Number of social media web pages (tweets,blogs, forums, etc) that mention M&S                                         ...
B2: Example mentions of Seb White within theM&S advert                                                                    ...
B3. Number of social media webpages thatmention the adverts of 5 different UK retailers50,000                             ...
B4. Number of tweets about adverts of 5 UKretailers and potential reach of those tweets                                   ...
B5. Ratio of positive/negative mentions aboutadverts for 5 UK retailers using auto sentiment 100%                         ...
C1. Summary of how promoting adverts worked on Twitter, YouTube and Facebook                                              ...
C2. Comments on video when posted on Facebook                                                                             ...
D1. Your turn…  Please use the next slide to draw your perfect chart M&S chart (free of  zombie-insight)  Here are some ex...
D2. <Insert title>                                         Zombie Score (0-5)                                             ...
Summary© 2012 Brandwatch | www.brandwatch.com             22
‘BIG’ DATA?© 2012 Brandwatch | www.brandwatch.com   23
SIZE ISN’T THE ONLY            THING THAT MATTERS *                                         * SORRY.© 2012 Brandwatch | ww...
BIG =           RELEVANT© 2012 Brandwatch | www.brandwatch.com   25
“…data helps us answerquestions; big data also helpsus conceive new questions.”*Philip Sheldrake, Euler Partners, and auth...
CONTACTEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 ...
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How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)

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Slides from the presentation/workshop given by Brandwatch's Bryan Tookey, Naomi Trickey and Caroline Goodwin at iStrategy London 2012. www.brandwatch.com

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How to Avoid Being a Big Data Zombie (iStrategy / Brandwatch)

  1. 1. How to avoid being a BIG DATA ZOMBIEwww.brandwatch.com |: @brandwatch | Tel: +44 (0)1273 234 290
  2. 2. Brandwatch in 1 slide© 2012 Brandwatch | www.brandwatch.com 2
  3. 3. Session structure • Introduction – evaluating your reporting • Workshop – approaching analysis • Summary – relevant data not big data© 2012 Brandwatch | www.brandwatch.com
  4. 4. Introduction© 2012 Brandwatch | www.brandwatch.com 4
  5. 5. When was the last time you updated your reporting?© 2012 Brandwatch | www.brandwatch.com 5
  6. 6. Do your metrics match your objectives?© 2012 Brandwatch | www.brandwatch.com 6
  7. 7. What have you done as a result of reporting insights?© 2012 Brandwatch | www.brandwatch.com 7
  8. 8. Workshop© 2012 Brandwatch | www.brandwatch.com 8
  9. 9. iStrategy Zombie Data workshop Objective of next 30 minutes is to explore some big data about the social media impact of M&S 2012 Christmas advert This is big data: 10,000+ data points in 3 weeks with lots of associated data (location of sender, time of day, language used, response/retweets, etc) Imagine you are a Marketing Executive in M&S and you are trying to assess whether the TV campaign is working, what to tweak/change and what lessons to learn Objective is not to judge M&S Xmas campaign. (They are not a client and all data is available publicly - although you’d need to a tool like Brandwatch to collect and make sense of it)© 2012 Brandwatch | www.brandwatch.com
  10. 10. A1: Number of social media web pages (tweets,blogs, forums, etc) that mention M&S Zombie Score 6,000 Advert first broadcast 5 5,000 Mentions per day of M&S 0 = Useful data 5 = Zombie slide 4,000 3,000 2,000 1,000 0 Question Your answer What does the chart tell you? Mentions rose after advert was launched, then declined What objective does this help to measure? Campaign Awareness What action could you take based on this Not much data? What would make it better? Some context, work out how much of overall volume is about advert, did it link to sales, how well did we expect it to do, etc, etc© 2012 Brandwatch | www.brandwatch.com
  11. 11. A2: Topic cloud of social media webpages thatmentions the M&S advert Zombie Score (0-5) 4 Question Your answer What does the chart tell you? People talked on social media about M&S adverts What objective does this help to measure? Campaign Awareness and reason why What action could you take based on this Investigate angle of Down’s Syndrome, GemmaAnneStyles data? What would make it better? Get rid of the mentions of M&S/adverts/Xmas and get more topics in this + have it coloured by sentiment + have verbatim / explanation of main points© 2012 Brandwatch | www.brandwatch.com
  12. 12. A3: Most used twitter hashtags associated withM&S adverts Most retweeted tweet Zombie Score (0-5) Most used hashtags “ Itll be here before we know it RT 70 @GemmaAnneStyles: Always enjoy a good M&S advert. Bit early for 3 60 Christmas but Ill let it slide. ” 50 @annefoxycoxy 303 RTs, 804k followers Tweets 40 30 Most prolific tweeter 20 “ M&S in store mag is out today! Not just Christmassy, Seb is in it and it earned 10 him his place in the TV Ad! A little piece of BIG history! X ” 0 @carolineplayle (‘Seb’s Mum’) 60 (M&S ad) tweets, 605 followers Question Your answer What does the chart tell you? Hashtags were quite well used but a wide spread What objective does this help to measure? Engagement with campaign What action could you take based on this Campaign using hashtags or respond to some hashtags data? What would make it better? More holistic view of engagement (rather than focus on just twitter hashtags)© 2012 Brandwatch | www.brandwatch.com
  13. 13. B1: Number of social media web pages (tweets,blogs, forums, etc) that mention M&S Zombie Score (0-5) 6,000 M&S announce Advert first broadcast Mentions per day of M&S 5,000 10% fall in profits 4,000 Social Competition Increased showing of ads 3,000 ended 2,000 1,000 0 Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better?© 2012 Brandwatch | www.brandwatch.com
  14. 14. B2: Example mentions of Seb White within theM&S advert Zombie Score (0-5) “ Im well happy m&s have a child “ LOVE this! Youre a star @carolineplayle - M&S with Downs syndrome modelling TV advert to feature disabled boy Seb White their clothes awwwww hes so bit.ly/tt.34687 via @Independent” sweet” TWITTER TWITTER @freyamulderrig @caroline_s “ Good on M&S for putting Seb “ So chuffed and proud of M&S, they have ditched the usual celebrities for their RIGHT in the public face. A lot of Christmas Advertising and have chosen regular kids, including a staring role for a gorgeous little boy with Downs Syndrome. Brilliant, will definitely be buying some people had their cloised minds Crimbo presents from their store now ... ” opened with the Para-Olympics. Seb can play his part too! ” FACEBOOK FORUM Sally Hewerdine Adifferentopinion.net Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better?© 2012 Brandwatch | www.brandwatch.com
  15. 15. B3. Number of social media webpages thatmention the adverts of 5 different UK retailers50,000 Zombie Score (0-5)45,00040,00035,00030,00025,00020,00015,00010,000 5,000 0 John Lewis Asda Marks and Spencer Waitrose Littlewoods Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better?© 2012 Brandwatch | www.brandwatch.com
  16. 16. B4. Number of tweets about adverts of 5 UKretailers and potential reach of those tweets Zombie Score (0-5) 35,000 35,000,000 30,000 30,000,000 25,000 25,000,000 (total followers) Potential reachTweets 20,000 20,000,000 15,000 15,000,000 10,000 10,000,000 5,000 5,000,000 0 0 John Lewis Asda Marks and Waitrose Littlewoods John Lewis Asda Marks and Waitrose Littlewoods Spencer Spencer Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better?© 2012 Brandwatch | www.brandwatch.com
  17. 17. B5. Ratio of positive/negative mentions aboutadverts for 5 UK retailers using auto sentiment 100% Zombie Score (0-5) 90% 80% 70% 60% 50% 40% Positive 30% Negative 20% 10% 0% Asda John Lewis Littlewoods Marks and Waitrose Spencer Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better?© 2012 Brandwatch | www.brandwatch.com
  18. 18. C1. Summary of how promoting adverts worked on Twitter, YouTube and Facebook Zombie Score (0-5) Twitter YouTube Facebook Advert Re- Favour Page Video post Video post Views Comments Likes Dislikes tweets -ites likes comments likes Asda n/a n/a 126k 0 311 433 555k No post No postJohn Lewis 555 105 1,878k 1,631 9,966 304 543k 2,401 553Littlewoods 2 0 7k 9 9 1 141k 14 5Marks and 30 3 177k disabled disabled disabled 917k 669 91 Spencer Waitrose 31 2 88k 14 39 9 n/a n/a n/a Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
  19. 19. C2. Comments on video when posted on Facebook Zombie Score (0-5) 3000 2500 2401 2000 1500 1000 669 500 14 10 67 0 John Lewis 2012 Xmas Marks and Spencer 2012 Littlewoods 2012 Xmas Typical Social Brand Marks and Spencer 2010 ad Xmas Ads Ad Video* Xmas Ads Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? * Based on 250 companies that entered the 2012 Social Brands Top 100 awards run by Headstream and Brandwatch© 2012 Brandwatch | www.brandwatch.com
  20. 20. D1. Your turn… Please use the next slide to draw your perfect chart M&S chart (free of zombie-insight) Here are some examples of the information it could include: • Include other sales: e.g., ad spend, website visits, store visits, panel data, etc • Get more verbatim and top mentions (e.g., by celebrities) • More demographics on who talked about the adverts • More detail on what aspects of the advert people liked • More detailed historic comparison with previous Christmas’© 2012 Brandwatch | www.brandwatch.com
  21. 21. D2. <Insert title> Zombie Score (0-5) O© 2012 Brandwatch | www.brandwatch.com
  22. 22. Summary© 2012 Brandwatch | www.brandwatch.com 22
  23. 23. ‘BIG’ DATA?© 2012 Brandwatch | www.brandwatch.com 23
  24. 24. SIZE ISN’T THE ONLY THING THAT MATTERS * * SORRY.© 2012 Brandwatch | www.brandwatch.com 24
  25. 25. BIG = RELEVANT© 2012 Brandwatch | www.brandwatch.com 25
  26. 26. “…data helps us answerquestions; big data also helpsus conceive new questions.”*Philip Sheldrake, Euler Partners, and author ‘The Business of Influence’© 2012 Brandwatch | www.brandwatch.com 26
  27. 27. CONTACTEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 27
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