Your SlideShare is downloading. ×
Digital marketing & technology conference   brandtology 121110
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Digital marketing & technology conference brandtology 121110

789
views

Published on

Jonathan Wong shares insights about social media monitoring especially for Vietnamese language (Brandtology is the ONLY social media monitoring service that captures true sentiments about specific …

Jonathan Wong shares insights about social media monitoring especially for Vietnamese language (Brandtology is the ONLY social media monitoring service that captures true sentiments about specific topics in Vietnam's social media landscape).


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
789
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Actors, models, athletes, the occasional businessmanEndorse all kinds of things from clothing, cosmetics, footwear, food and more
  • Tiger before he was found out: talented golfer, devoted family man, disciplined athlete; in short - the perfect brand ambassador – for anything - shavers (Gillette), telcos (AT&T), computer games (EA Sports), sports drinks (Gatorade) etc
  • Orange shows cumulative conversations, green shows new conversationsA spike in the conversations related to the Nike Golf Brand was observed following the sequence of events related to Tiger’s Personal Life.
  • Even though Nike vows to support Tiger and doesn’t terminate the ad deals, they proceed to launch one of the most highly-anticipated Golf Line Products without any mention of Tiger Woods, in spite of the name of product being inspired by him.
  • The green curve shows conversations about Nike golf with no mention of Tiger; the orange curve shows conversations about Nike golf but with mentions of Tiger.The similarity of the movement of both curves highlight the strong brand association between Tiger Woods and Nike golf
  • Green represents positive, blue nuetral, red negativeSince Nike claimed their continued support for Tiger on the press but didn’t follow up by no mentioning him on the product launch, their actions were treated with a lot of negativity, backfiring with the sentiments that they hoped to avoid.
  • Above chart shows the buzz, below curve shows the sentiment. Orange line shows the daily buzz/sentiment, green shows a trend lineAccenture was one of the brands that had heavy negative buzz associated with it, related to TW during the scandal and even following the ending of the endorsement
  • Accenture completely went back on all that they stood for in the campaigns
  • While Nike’s brand association with Tiger focused on his Talent and Sportsmanship in Golf, Accenture leveraged on his Personality which was severely damaged due to the sex scandal and hence was forced to re-brand with a real Elephant – one that won’t be tainted by infidelity.
  • While Tag Heuer has selectively managed its Brand globally with Tiger, avoiding his Brand endorsement in the US, while retaining it in China, where the scandal doesn’t necessarily have the same negative implications. This may not resonate too bad in their key markets, since their target customers might be more sympathetic towards Tiger’s position.
  • Not all that counts can be counted
  • BuzzHow many comments did a channel generate?How many comments are relevant?Netizens are most interested in what aspect of a brand or product?ChannelHow many channels generated relevant posts?Which channel generated the most post?The channels with most posts came from what country/location?SentimentHow many positive/negative comments are generated?Did these positive/negative comments had an effect on other netizens’ purchase decision?Buy SignalsHow many netizens asked opinions about a product or brand? Did netizens based their purchase decision on opinions and recommendations of other netizens? Customer SatisfactionDid netizens expressed contentment with the product that they have bought?Did they recommend what they have purchased to other netizens?Did they warn others agains the product they have bought?
  • Tracks the amount of brand mentions based on keyword matches – for example Apple the company and not the fruit
  • BuzzHow many comments did a channel generate?How many comments are relevant?Netizens are most interested in what aspect of a brand or product?ChannelHow many channels generated relevant posts?Which channel generated the most post?The channels with most posts came from what country/location?SentimentHow many positive/negative comments are generated?Did these positive/negative comments had an effect on other netizens’ purchase decision?Buy SignalsHow many netizens asked opinions about a product or brand? Did netizens based their purchase decision on opinions and recommendations of other netizens? Customer SatisfactionDid netizens expressed contentment with the product that they have bought?Did they recommend what they have purchased to other netizens?Did they warn others agains the product they have bought?
  • There are 2 main types of sentiment scoring – automated, human enabled, or a combination of the two. This is done by using natural language processing or keyword matches – words such as love/hate are each given a sentiment rating (words in red/green).This is simple enough until you throw in short forms, sarcasm, cultural lingos, or if a single post gets multiple brands mentions and emotive words – then the accuracy level plunges. On the other hand, where data is minimal, posts get tagged as “neutral”, which is not always true.
  • akai_1608 created a thread discussion on voz forum. S/he decided to purchase a smartphone and was considering between several devices, from Dell Streak, Iphone 4 to Samsung i897 and Captivate - - Galaxy S. At the price of 14 million vnd (around 700usd), the thread initiator stated that Iphone 4 was definitely top device with good functions, nice design and having huge amount of supported applications. However, s/he added that s/he disliked the complex procedures when processing some functions.
  • TiêuKiếm started a thread discussion on 5giay forum. The poster was currently using Nokia 5800 ExpressMusic. However, s/he said that the design (skin) for this device was not so good. The poster then posted the question of whether anyone who could know where to purchase the Nokia 5800 Navigation skin in order to replace his/her device’s one.Ticket was automatically rate as relevant with positive sentiment. However based on subject description and ticket content. This ticket should be re-evaluated and rate as relevant with neutral sentiment as the poster was mentioning about Nokia products with good and not-good features. This process of correcting will be done by SMA (human rating).
  • After each post is rated, we can compare the different brands.From the above, even though the iPhone is the 2nd most discussed brand, the sentiments towards the iPhone are the most negative. In contrast, HTC, the least discussed brand, seems to be the most favoured brand in online discussions.
  • When a customer Googles for your product, you want him/her to be able to find info about it on many different websites, and not just be limited to the same few owned media sites
  • Page views, unique site visitors, etc.Action not just talkWho is responding to the message, across multiple demographics: regional, professional, vertical, economic, and more.Small communities form and niche conversations start in every industry.How relevant to my company is a particular blog post among hundreds of a given meme?A narrow, but extremely detailed, focus on one subject or issue.
  • Used as KPIs – e.g. HTC to improve their engagement score for the next quarter
  • Influential – blogger engagement for product launchMost active – pointless to invite them for an event and have them blog 2 years laterChannels – for more online engagement or online media buyingFriendliest – natural advocates for your brandAuthors/commentors
  • Transcript

    • 1.
    • 2. Social Media measurement
      Tiger Woods
      Background
      Metrics
      Further Analysis
    • 3. Celebrity Endorsements
      Athletes
      Models
      Actors
      Businessmen
      Politicians
    • 4. tiger woods
    • 5. 12/12/09
      Nike announces its continued support for Tiger
      Tiger Woods: World’s Most Marketable Athlete
      27/11/09
      Tigercrashes his SUV
      19/12/09
      Tag Heuerremoves Tiger from ad spots in US
      25/11/09
      National Enquirer reports on Tiger’s alleged affair
      14/12/09
      Accenture terminates deals
      3/12/09
      Tiger confesses
      Nov 2009
      Dec 2009
      Endorsement deals:
      US$92m (2008)
      US$70m (2009)
    • 6. Nike Golf Conversation Growth
      25/11/09
      Following the news on the National Enquiry, the curve shows a steep gradient – indicating the virality of the news and the strong brand association between Tiger and the Nike Golf Brand
      12/12/09
      However, after Nike announces its support for Tiger, the gradient of the growth curve eases out, indicating a waning interest in the issue
    • 7. 1 Month Later: Nike Victory Red Launch
      January 18, 2010
      Nike Launches New Golf Clubs Without
      Tiger Woods
      Nike Inc. will launch new golf clubs this month without the promotional muscle of golfing great Tiger Woods.
      That will be a challenge for the sporting-goods giant, which was largely a nonentity in golf before it built a sizable business around the superstar's image.
      Nike says that its Victory Red STR8-FIT Tour fairway woods, which will go on sale Jan. 28 for $299, were designed with input from all 13 U.S. golf stars who promote Nike's golf products. But the promotional materials make no mention of Mr. Woods, whose tradition of wearing red shirts on the final day of golf tournaments inspired the Victory Red name.
      *The Wall Street Journal
    • 8. Nike Victory Red Daily Measurement
      Following the Nike Victory Red launch without Tiger, there is a large spike in conversations about “nike golf”
      Conversations about “nike golf” AND “tiger woods” also increase
      However, plans to disassociate Nike from Tiger to minimise bad press backfires, and sentiment plunges
    • 9. Nike Golf Top Conversation Topics
      Nike, on the other hand, while announcing support for Tiger, did not mention him during the product launch, resulting in a backlash – shown in red
      Despite the news, brands like Gatorade and Tag Heuer still enjoyed a strong brand association with Tiger – represented in large blue fonts
    • 10. tiger woods
    • 11. Accenture Daily Measurement
      News that Accenture is dropping Tiger increases the buzz
      It is only after a period of time that the sentiment ratings for Accenture improve with the disassociation from Tiger
      Following news of Tiger’s infidelity, the sentiment towards Accenture plunges. Accenture reacts by dropping Tiger.
    • 12. Accenture: Before Tiger
    • 13. Accenture: More Ridicule
    • 14. Accenture: from Tiger to Elephant
    • 15. tiger woods
    • 16. Tag Heuer in China: a Different Tale
      February 17, 2010
      Tag Heuer chief executive Jean-Christophe Babin talks Tiger Woods
      “Very quickly we have taken sides,” Babin said. “We stay with him but, as he wants more privacy and as he won't play for a while, in the countries where the issue is quite sensitive we won't use him much.”
      Consequently, in the US, Woods's image has been removed from the company's advertising. However, it remains on the Tag Heuer website and, in China, use of it has been increased.
      “In China conversely you have Tag Heuer with Tiger Woods everywhere because [with] the Chinese it rather increases their esteem,” he said. “In China, by tradition, your success is measured by your number of mistresses.”
      (Babin) said the company gained market share in December and sales of the one product Woods co-designed, the golf watch, had the highest sales ever in that month.
      *The Sydney Morning Herald
    • 17. background
      What cannot be measured
      Other limitations
      What can be measured
      Buzz trends
    • 18. What Cannot be Measured
    • 19. What Cannot be Measured
    • 20. Other Limitations
    • 21. Other Limitations
    • 22. What Can be Measured
      Quantitative
      Posts, comments, tweets
      Likes, automated sentiment tools
      Fan pages, page views
      New visitors, fans, followers
    • 23. Buzz: Brand Mentions
      Least discussed mobile phone brand:
      HTC (Red)
      LG (Dark Blue)
      Motorola (Grey)
      Most discussed mobile phone brand:
      Nokia (Blue)
      Apple (Beige)
      Samsung (Green)
    • 24. Buzz: Daily Monitoring
      Locate and identify key issues before they escalate (Nokia)
      Analyse daily/monthly trends to identify business opportunities
    • 25. metrics
      Engagement
      Sentiment
      Reach
      Influence
    • 26. Metrics
      Quantitative
      Qualitative
      Posts, comments, tweets
      Buy signals, insights, brand mentions, engagement
      Likes, automated sentiment tools
      Customer satisfaction, human sentiment analysis
      Fan pages, page views
      Reach
      New visitors, fans, followers
      Level of influence
    • 27. 1 Engagement
      Measures netizens’ engagement in a particular subject; combination of:
      New posts
      News articles
      Promotional messaging
      User generated articles
      Responses
      Comments
    • 28. 2 Sentiment
      Automated
      Human aided
      80-90% accuracy
      Incorporates understanding of local knowledge/ language
      Higher cost– time/ money
      30-50% accuracy
      Unable to bypass sarcasm, understand lingos/short forms
      Low cost
    • 29. Sentiment: Examples
      Multiple brands mentioned in the same post – Apple, Samsung, HTC. Final sentiment depends on which brand you’re evaluating
      Simple natural language processing
      2 opposite emotive words in the same post – “love” and “hate”
    • 30. Automated Sentiment: Correct
      “ITdoctor” agreed that some procedures were complicated, especially for new apps. However, the vivid and sharp screen was a plus.
      “Akai_1608” wanted to buy a smartphone and was considering between Dell, Apple and Samsung. S/he liked the design and apps, but thought that some functions were too complex
      “azkhaban300” thought that the iPhone 4 was better than the 3GS as there were additional functions and problems were eliminated
    • 31. Automated Sentiment: Incorrect
      However, the sentiment should be rated as “Neutral” or “Irrelevant” instead, as the post includes both positive and negative points. An analyst would have known this.
      “TiêuKiếm” wanted to buy a cover for his phone, a Nokia 5800 ExpressMusic.
    • 32. Sentiment: Net Scores
      Highest proportion of negative sentiments for Apple
      Highest proportion of positive sentiments for HTC
      *Automated sentiment analysis only
    • 33. 3 Reach
      Measures how far reaching a particular subject is; combination of:
      Channels
      Owned media
      Public websites
      Voices
      Authors
      Commentors
    • 34. 4 Influence
      Ability to cause desirable/ measurable actions/ outcomes
      Someone who builds:
      Trust
      Relationships
      Brand Equity
      Factors
      Analytics
      Participation
      Demographics
      Relationships
      Relevance
      Content
    • 35. Metrics: Comparing Brand Mentions
      *Automated sentiment analysis only
    • 36. Further analysis
      What are they talking about?
      Who are these people?
    • 37. What are they talking about?
      Other conversations about smartphones, which are gaining popularity in the country
      General conversations about the various mobile devices – which highlight the general trends for the market
      Comments about the release of the iPhone 4, and its new features. Notable posts about the design and apps
      Discussions about the different kinds of mobile OS, including Android, Symbian and Apple
      *Automated sentiment analysis only
    • 38. Who are these people?
      Netizens with the most posts
      Authors or commentors?
      Friendliest * netizens
      Most influential netizens
      Where do these netizens go?
      *Automated sentiment analysis only
    • 39. Business and Brand Online Intelligence
      Thank you
    • 40. Contact Details
      Jonathan Wong
      Email: Jonathan.wong@brandtology.com
      Website: http://www.brandtology.com/
      Blog: http://www.brandtology.com/blog/
      Twitter: @brandtology