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How Social Signals Affect Brand Reputation By Lin Huang


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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: How Social Signals Affect Brand Perception. PRESENTATION: How Social Signals Affect Brand Reputation - Given by Lin Huang, @microsoft - Microsoft, Senior Data Scientist. #SMX #23C3

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How Social Signals Affect Brand Reputation By Lin Huang

  1. 1. #SMX #23C3 @BingAds Lin Huang Sr. Data Scientist HOW SOCIAL SIGNALS AFFECT BRAND PERCEPTION
  2. 2. #SMX #23C3 @BingAds Social networks SEM competitor facilitator buzz generator brand equity extractor targetable audience locator
  3. 3. #SMX #23C3 @BingAds Social networks Brand perception
  4. 4. #SMX #23C3 @BingAds Mining tweets Advertising strategy Theory Value Method Competitive insights Lee & Bradlow (2011)
  5. 5. #SMX #23C3 @BingAds Case study “data outages county texas have full lte data iphone slow reboot” “crediting account due rep changing data plan unlimited” “who i talk promotional data everyone else rollover data except us” …
  6. 6. #SMX #23C3 @BingAds Visualization Insights
  7. 7. #SMX #23C3 @BingAds Who generated the social signal matters How to package with other information Not just for SEM advertisers Discussions
  8. 8. #SMX #23C3 @BingAds