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Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through  Digital/Social Media Conversations
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Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Digital/Social Media Conversations

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Next-Generation Marketing Insights - Stance-Shift - Semantic Engagement Index - SEI

Next-Generation Marketing Insights - Stance-Shift - Semantic Engagement Index - SEI

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    1. Translating Consumer Engagement into Marketing Success Consumer Insights from the “Voice of the Consumer” Next-Generation Marketing Insights
    2. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved10/9/2013 2 • Consumers are shifting at speeds that challenges marketers to adapt & innovate, while traditional insight techniques are slow to capture these changes and often create biases when decoding what consumers think. • NGMI’s insight techniques provide rigorous solutions to real insight challenges: – Size and trends of concepts & attributes for brand opportunities – What is working and not working with the consumer and why • Our methodology harnesses the massive, unmonitored, and unbiased “big” database of conversations by consumers: social media, transcripts, call centers, focus groups . . . • We will show you how our validated linguistic approach unlocks the consumers’ voice to support faster, economical and actionable insights. NGMI’s Superior Approach To Consumer Insights
    3. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved NGMI Synergy Creates Actionable Consumer Insights Stance-Shift Analysis/SEI Unobtrusive Business Intelligence & Modeling Unbiased Consumer Conversations Unmoderated 3 10/9/2013 Insight Driven Opportunities Dashboards to Monitor KPIs & Trends Powerful multi-dimensional data cube
    4. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved • Stance-Shift Analysis, published & peer reviewed, reveals what matters to the consumer:  Stance-Shift Analysis measures consumers’ verbal shifts in positioning as they talk.  We capture the emotion, intensity, appraisal and commitment in the context of conversations to uncover the deep subtleties of what’s said. • It enables us to solve what others miss: Size, Trend and New Concepts  Focusing only on what matters: We filter and determine importance through engagement – far superior to simple words/comment frequency.  Consumer trends: We capture the shifts and prioritize getting the trend right, validated through the independent measure of our metrics vs sales. • NGMI’s Semantic Analysis is tuned to detect topics and concepts.  We link these topics to quantified opinions, evaluations and endorsements through adaptive tonality, allowing us to map Strengths, Weaknesses, Opportunities & Threats.  Semantic Engagement Index: SEITM integrates our Stance-Shift Analysis measurement to power consumer insights. Stance-Shift Analysis: Measure What Matters From Consumers’ Own Words 4 10/9/2013
    5. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved The correlation to sales over time shows the SEI™ has Predictive Power, some of the correlation studies where conducted by bottomlineanalytics.com 5 SEI™ Captures The Consumer So Well, It Often Correlates To Brand Sales (Validated through independent company studies*)
    6. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved I just got my cool new iphone5 from BestBuy, however, I keep getting dropped calls on the Brand X 4G network Topic List • Iphone5 • BestBuy • Brand X • Network - 4G - Dropped calls Positive tonality Negative tonality Flag Brands & Relative Importance Custom coding enabled by Business Intelligence 6 How Stance-Shift Unlocks A Single Comment Engagement
    7. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 7 Business Intelligence Clustering & CART Correspondence The Solution Path For Consumer Chaos 10/9/2013 From Millions of Cleaned Targeted Conversations We apply advanced Modeling Techniques Small Pepermint Afternoon Snack 12Pack Great Deal Breakfast yum Large Miss it Get me one Orange on sale Morning Half Priced got coupon Drive Home Vanilla Mocha 8Oz need a hit We Detect Thousands of interesting “nodes” of Consumer information Striving for integrated consumer understanding Clear Topics & Concepts of Importance Emerge Our Supervised Learning Pattern Detection organizes the nodes
    8. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Emerging Delivery Form Convenience Brand Leader & Retail Presence Traditional Category Hot Healthy Satisfy/Fun Products Serving Size Price/Promotion Cold Hot Cold 8 Unlocked Consumer’s Voice allows Structured Roadmap Client Brand strong in Large Satisfy /Fun areas, while Segment declining Client Brand opportunity in Healthy & Hot Solutions Most Important Least Important Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and reflects the composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume. New Delivery Form solving consumer Convenience needs – more presence needed
    9. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved -40 -30 -20 -10 0 10 20 30 40 9 Topics Momentum And Strength Identifies Threats And Opportunities Box size represents SEI variable importance Strength & Performance Grid – Highlights Action Areas 3.5 3.0 2.5 2.0 1.5 1.0 Momentum– SEI Growth Fun + Cold Lower priced & Healthy Build on Strength & Momentum Defend Strategy: Important but declining Low Importance Add Support to Capture Growth/Emerging Opportunity ClientBrand:RelativeStrengthVs.Competition
    10. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 10 10/9/2013 We Leverage Social Media to Analyze Marketing Events • Independent industry studies have shown SEI™ as a powerful explanatory variable: • Our approach provides a robust measurement of consumer’s reactions to promotion campaigns. • Our analysis delves deeper, identifying: • Consumer references to the underlying theme of a promotion. • Consumer reactions to promo participation (“I love the way it tastes...”). • Emergent themes amongst consumers, such as nutritional concerns. • We present a holistic analysis • SEI Strength • GRP Effectiveness (an efficiency measure) • Consumer likes and dislikes • Overall quality of consumer impressions • We identify key values of non-Media marketing events. • We guide tactical consumer communications. • We help manage your brand’s consumer activity as the campaign unfolds. • We de-mystify how different fan segments open new opportunities.
    11. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 11 10/9/2013 We Deliver Consumer Insights That Guide Key Business Decisions Key Areas Product Innovation Discover new ideas from thought leader conversations Uncover consumer generated product ideas and improvements Advertising & Communications See how consumers connect to specific campaigns Quickly measure impact between campaigns and mediums Segmentation and Targeting Identify the most passionate consumers Learn what grabs their attention Promotion and In-Market Executions Improve your promotions by measuring what is memorable Generate cross-promotional opportunities Brand Health Where are the problems and opportunities Learn what motivates your consumers Our extensive Marketing experience enables us to work across industries in applying our innovative consumer insights. We deliver quick and cost effective solutions by unlocking what consumers are really saying.
    12. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 12 10/9/2013 Our Consumer Insight Solutions Drive ROI Fair Weather Followers Loyal Fan Strong Fan Core Fan Uncover motivational drivers by segment •Identify the differences by key consumer segment •Uncover the optimal actions for targeting each group 50 75 100 125 150 Jan Mar May Jul Sep Nov Jan Mar May Jul Intensity Index Determine the impact of ad campaigns Measure the value of sponsorship programs 51% 19% 15% 15% Distribution of Weighted SEI NASCAR Stadium Name Hockey Tennis 3.3 4.3 4.0 5.9 Relative SEI Use Dashboards to Monitor KPIs & Trends
    13. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Wrong Market View Non-Engaged Consumer Comments (~79% of total) that are most frequent …which is why many have misinterpreted the market, leading to false results. NGMI Methodology Filters out the Non-Engaged elements Form and Function Technical/Non-Emotional Screen Content Music- Centric iPhone Mac iPod Price (high) iPad Ebooks/eReade r Kindle Hardware/Apps PC Correct View Highly Engaged Consumer Innovation should focus on offerings within Apple Culture & Product Set, with applications and content leveraging that culture, recognizing high brand loyalty. Analyzing Wrong Conversations Led to Many Failed iPad Competitors Our Correct Consumer Research Showed iPad Was Not About Hardware & Content… 13 10/9/2013 Custom Analytics Report
    14. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved iPad example illustrates the concepts and themes of social media conversations, and reflect the composite learning from multiple analytical techniques. …For iPad, The Apple Culture Itself Was The Dominant Influencer Most Important Least Important Apple Culture (Positive Halo) Hardware/Apps (Technical / non-emotional) Content: Music Centric iPad iPhone Screen Mac & iPod Kindle/eReaders Ebooks Hardware/Apps PC Content Price Engaged iPad conversations showed that only choices within Apple were considered Non-Apple choices were not an option 14 10/9/2013 Custom Analytics Report
    15. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 15 10/9/2013 Brands comments and likes build over time can be compared and used as a base for campaign analysis for tactical management. 50 75 100 125 150 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Intensity Index We Provide You With The Tools To Manage Your Brand’s Consumer Activity As A Campaign Unfolds Facebook Base Report
    16. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved * GRP Effectiveness Index - Relative ability of a campaign to generate consumer response ** - Unfavorable + Favorable ++ Very Favorable +++ Most Favorable 16 10/9/2013 We Go Further by Holistically Capturing Consumer Response to Advertiser Messaging Custom Analytics Report Innovative metrics provide a platform for campaign comparisons across messages and insightful eWOM diagnostics driving the numbers. 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0 20 40 60 80 100 120 140 1 2 3 4 5 6 7 8 9 10 11 12 NETSEI™ GRP First Quarter 2013 Campaign Analyses GRP & Net SEI™ Grandma’s Pies Free Parking? Love My Dog GRP
    17. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 17 10/9/2013 We rank and score key sections and events on the Facebook Timeline. This provides a view of marketing events as measured by your brand’s Facebook activity. Below, the top events that generated the greatest buzz, likes and intensity: 1. Fall Trends: Fuzzy and Bright 2. Bold Purple Facebook Timeline Tactical Evaluation Report And We Extend to Tactical Consumer Communications Facebook Base Report
    18. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 18 10/9/2013 We Help You Uncover Opportunities By Consumer Segment Fair Weather Followers Loyal Fan Strong Fan Core Fan TV, Radio, Phone Apps, Merchandise Select Game Subscriptions, Merchandise Season Tickets, Luxury Boxes, High End Merchandise Club, School, Organization Nights For sports marketing, • What matters to fans and how is that changing. • What is important in driving their engagement. • Uncover concerns before they become problems. Identify the differences by key fan groups and pinpoint potential actions targeting each group. Custom Analytics Report
    19. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 19 10/9/2013 • Our rigorous methodology creates performance metrics comparable across time periods, brands, categories, channels and special events. • The Rainbow event created a strong surge in volume weighted engagement that was more positive than normal, and supported a successful flavor. • However, the consumer conversation effects were not lasting, which was reinforced by our qualitative analysis that other promotions had stronger consumer resonance for the brand. For a Half-Priced Rainbow Blends promotion: We Measure Promotional Impact with Advanced Metrics Custom Analytics Report Rainbow Blends
    20. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Going Beyond Sales We Measure the True Promotion Experience Not all social media comments are equally impactful, so we created a more predictive measure: Engagement Weighting Volume In a recent International Flavors Campaign, Chocolate had the strongest surge in Engagement Weighting Volume vs. baseline.  Promotion Event: Consumer references to the promotion events and the specifics, i.e., time, date, place, etc.  Product Experience: Captures customers’ reaction to the event, product, e.g.: taste. Vanilla discussions were around the product quality experience, rather than just “what was the deal”.  Emergent Themes: Chocolate raised customers’ nutritional concerns that surround diet and weight gain. We uniquely measure consumers’ shared promotion experience to evaluate and improve promotion design. Successful brands’ equity is reinforced through promotions that deliver memorable consumer experiences that transcend price, so we go further . . . 20 10/9/2013 Custom Analytics Report
    21. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Monitor and Manage Brand Reputation • What are consumer’s perceptions of High Fructose Corn Syrup? • How do these perceptions impact my product and Marketing strategies?
    22. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved We Let You Measure The Value Of Sponsorship Programs 22 10/9/2013 NASCAR Sponsorship Yielded High Return • Disproportionate share of social media comments • High positive SEI™ ratio • Large share of comments relating to season-long, sponsored cars. Recommended Actions: Refresh Media Themes • NASCAR has seen a softening of Intensity • More opportunities to create excitement Hockey and Tennis are Growth Opportunities • Take a page from NASCAR…. • Increase cross-promotional tie-ins + 51% 19% 15% 15% Volume Wtg Engagement by Venue NASCAR Stadium Name Hockey Tennis 3.3 4.3 4.0 5.9 SEI™ Ratio We uniquely employ our metrics to measure and track media campaigns, events & promotions; here we measured a clients Sports Sponsorships. Note: Data changed to preserve client confidentiality Custom Analytics Report - +
    23. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved HOTEL VARIABLES STRUCTURE We mined travelers online reviews, which showed that Pillows, Amenities, & Front Desk are the key drivers. Hotel Chain Example Drivers of Customer Delight & Bookings CONCIERGE FRONT DESK STAFF MANAGER HOUSEKEEPING VALET PARKING GYM LOBBY POOL PARKING GROUNDS FACILITY OTHER VALUE FOODPERSONNEL ROOM COST PRICE BATHROOM BED (PILLOW) ELECTRONICS AMENITIES LINEN FURNITURE CONDITION RESTAURANT BAR BREAKFAST ROOM SERVICE LOCATION SPECIAL EVENTS NGMI Insight Engine is an unobtrusive window into the guests’ hotel experience. 23 10/9/2013 Custom Analytics Report
    24. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Hotel Strength & Performance Grid Highlights Opportunities Personnel represents a major detractor of the guest experience indicating a prioritized opportunity to improve their positioning among travelers. 3.5 3.0 2.5 2.0 1.5 1.0 RelativeStrength FACILITY OTHER PERSONNEL -40 -30 -20 -10 0 10 20 30 40 Momentum Box size represents SEI variable importance 24 10/9/2013 Custom Analytics Report
    25. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Key Driver Variable Finding Implication Hotel Action BED Basic Business hotels show Pillow quality as differentiator Top quality pillows, when better than expected, drive delight Upgrading pillows is a modest investment that is noticed AMENITIES Unusual amenities in the bathroom and turn down service is frequently mentioned Distinctive items left in room, like premium chocolate, drive passionate comments Another small investment that is making a difference in tourist destination locations STAFF Front Desk interactions that are not helpful are the largest source of hotels losing in rank Failing to respond at the front desk quickly loses business A more systematic tracking and coaching program for Front Desk Staff Strategically the success factors make a surprising difference in hotels’ competitive performance o Quantitative measures that pinpoint guest delights and disappointments. o Track guest experiences among competitors o Prioritize training and investment opportunities by lift in revenues. o Which advertising and branding are most noticed and memorable. o Determine guest “equity” by property. Hotel: Turning Insights To Actions 25 10/9/2013 Custom Analytics Report
    26. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Hotel: Learning From Guests Winning Prosperities & Themes NGMI Hotel Metrics Ranking & Change – By Area 26 10/9/2013 Custom Analytics Report
    27. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Sample Clients
    28. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved NGMI’s Methodology In Academic Publications • Boyd Davis, Charlene Pope, Peyton Mason, et al. (2012). Stance Analysis of African Americans with Diabetes: “It’s a wild thing, waiting to get me”. The Diabetes Educator. • Antonella Capriello, Peyton R. Mason, Boyd Davis and John Crotts (2011). Mining consumer sentiment from blog narratives: An application of three alternative methods. Journal of Business Research. • John Crotts, Boyd Davis and Peyton Mason (2011). Analyzing travel blog content for competitive advantage: Lessons learned in the application of software aided linguistics analysis. In Marianna Sigala (ed) Web 2.0 in Travel, Tourism and Hospitality: Theory, Practice and Cases. Surrey, UK: Ashgate Publishing Ltd. • John Crotts, Peyton Mason and Boyd Davis (2009). Measuring guest satisfaction and competitive position: An application of stance shift analysis of blog narratives. Journal of Travel Research, Vol. 48 (4), 139-151. • Boyd Davis and Peyton Mason (2008). Stance analysis: when people talk in online focus groups. Handbook of Research on Computer Mediated Communication. In S. Kelsey and K. St. Amand (ed). Hershey, PA: Idea Group, Inc. • Peyton Mason and Boyd Davis (2007). More than words: Using stance-shift analysis to identify crucial opinions and attitudes in online focus groups. Journal of Advertising Research 47, 4: 496-506. • Peyton Mason, Boyd Davis and Debora Bosley (2005). Stance Analysis: Social Cues and Attitudes in Online Interaction. Innovations in E-Marketing II. In S. Krishnamurthy, (ed). Hershey: PA: Idea Group. We are leading experts in language analysis using proven cutting-edge methodologies, with widely published peer reviewed academic validation. 28 10/9/2013
    29. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Who We Are What sets us apart? We are best in class and widely published in translating linguistics into practical applications. Partners have a wide and deep experience working for and consulting with leading companies including: Coca-Cola, Home Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across industries. PEYTON MASON, Ph.D. Helped pioneer stance-shift analysis and has extensive market research experience. SCOTT WALKER, MBA Leading role in transforming consumer and quant data into actionable insights and decisions across large and small FMCG companies. JOHN CROTTS, Ph.D. Fulbright Traveling US Scholar, Professor of Hospitality and Tourism Mgt at College of Charleston. Widely recognized in hospitality research and consulting. BOYD DAVIS, Ph.D. Bonnie E. Cone Professor of Teaching, Professor of Applied Linguistics/English. 29 10/9/2013
    30. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Raw Material Used To Power Our Analysis 30 10/9/2013 Reports Information Used Facebook Base Report Facebook Dimensions Analysis Facebook Companies’/Brands’ Core Timeline & Fan Pages Advanced & Customized Analyses All Major Social Media Channels: • Facebook: broader capture of public pages • Twitter, Google+, YouTube • Boards, Blogs, Groups & Forums Can be customized with other sources: • Complete captures of targeted special interest sites • Consumer call center and other electronic consumer interactions
    31. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Want to learn more? To Arrange A FREE webinar, Contact Diane Light Waight Sales Consultant 770.316.0941 diane@lightwaightconsulting.com http://www.nextgenmi.com

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