Making Sense Of Buzz
Ciarán Norris, Head of Social Marketing
What I’ll cover today



        • Intro
        •Why?
        • How
            – Noise
            – Sentiment
         ...
Intro


            Mindshare: making all media social by
             creating ideas people love to share




7/21/2010
Types Of Social Marketing
TARGETS     MINIMISES   LEVERAGES
PASSIONS      PAIN        PRAISE
Outputs

                    Listening &
                     Learning




            Connecting        Inspiring




7/2...
Why?




      “Numbers mean nothing without context”



7/21/2010                       Luis Argerich on flickr
How?

        i.e. NYT.com                    Interactive Results
                                            Dashboard
  ...
How?




 1. Noise                 3. Topics              5. Who




                2.                    4. Where
      ...
Noise




        Stuart Frisby on flickr
Noise




              Benchmark; assess media impact

7/21/2010
Sentiment




7/21/2010               Stuart Caie on flickr
Sentiment




                  Brand health; early warning
7/21/2010
Topics




         Stewart Butterfield on flickr
Topics




                     ATL effectiveness; search
7/21/2010
Where?




         Manitoba Historical Maps on flickr
Where?




                     Sponsorship; creative
7/21/2010
Who?




       Jamiesrabbits on Flickr
Who?




                   PR; media plan
7/21/2010
ciaran.norris@mindshareworld.com




                  vistamommy on flickr
Measurement camp   Mindshare
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Measurement camp Mindshare

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Measurement camp Mindshare

  1. 1. Making Sense Of Buzz Ciarán Norris, Head of Social Marketing
  2. 2. What I’ll cover today • Intro •Why? • How – Noise – Sentiment – Topics – Where – Who 7/21/2010
  3. 3. Intro Mindshare: making all media social by creating ideas people love to share 7/21/2010
  4. 4. Types Of Social Marketing TARGETS MINIMISES LEVERAGES PASSIONS PAIN PRAISE
  5. 5. Outputs Listening & Learning Connecting Inspiring 7/21/2010
  6. 6. Why? “Numbers mean nothing without context” 7/21/2010 Luis Argerich on flickr
  7. 7. How? i.e. NYT.com Interactive Results Dashboard TNS Cymfony Natural Language Processing Engine Grammatical Analysis Expert Human Analysis i.e. Facebook 7/21/2010
  8. 8. How? 1. Noise 3. Topics 5. Who 2. 4. Where Sentiment 7/21/2010
  9. 9. Noise Stuart Frisby on flickr
  10. 10. Noise Benchmark; assess media impact 7/21/2010
  11. 11. Sentiment 7/21/2010 Stuart Caie on flickr
  12. 12. Sentiment Brand health; early warning 7/21/2010
  13. 13. Topics Stewart Butterfield on flickr
  14. 14. Topics ATL effectiveness; search 7/21/2010
  15. 15. Where? Manitoba Historical Maps on flickr
  16. 16. Where? Sponsorship; creative 7/21/2010
  17. 17. Who? Jamiesrabbits on Flickr
  18. 18. Who? PR; media plan 7/21/2010
  19. 19. ciaran.norris@mindshareworld.com vistamommy on flickr

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