Amárach and Cloud90 ZIndex Presentation November 2013

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Introducing our new weekly and monthly social sentiment tracker in partnership with Cloud90.

We track the ZIndex score for 9 categories - food, beverages, fuel, energy, transport, clothing, telecoms, insurance and property - analysing thousands of social media comments by Irish consumers every day.

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Amárach and Cloud90 ZIndex Presentation November 2013

  1. 1. ZIndex the emotional conversation An Amárach Research Presentation In partnership with Cloud90 November 2013 © Cloud90/Amárach Research 2013
  2. 2. Turning social media into marketing insight Linking online opinion to offline spending Identifying turning points & opportunities November 2013 © Cloud90/Amárach Research 2013
  3. 3. Building on the Cloud90 Platform Turning micro information into macro trends Zeitgeist: the emotional conversation November 2013 © Cloud90/Amárach Research 2013
  4. 4. ZIndex November 2013 © Cloud90/Amárach Research 2013
  5. 5. Z=P-N Zeitgeist Consumer Index (ZIndex) = balance of positive and negative sentiment about products, services, brands, sectors, categories & competitors November 2013 © Cloud90/Amárach Research 2013
  6. 6. 0.0 -20.0 November 2013 Week 29-July-13 Week 22-July-13 Week 15-July-13 Week 8-July-13 Week 1-July-13 Week 24-June-13 Week 28-Oct-13 Week 21-Oct-13 Week 14-Oct-13 Week 7 -Oct-13 Week 30 -Sept-13 Week 23-Sept-13 20.0 Week 16-Sept-13 40.0 Week 9-Sept-13 Week 2-Sept-13 Week 26-August-13 Week 19-August-13 Week 12-August-13 Week 5-August-13 -40.0 Week 17-June-13 Week 10-June-13 Week 3-June-13 60.0 Weekly ZIndex June-Oct 2013 -60.0 -80.0 -100.0 © Cloud90/Amárach Research 2013
  7. 7. food beverages clothing November 2013 insurance property fuel telecoms energy transport © Cloud90/Amárach Research 2013
  8. 8. Share of Buzz Beverages Clothing Energy Food Fuel Insurance Property Telecoms Transport November 2013 Jun-13 11% 11% 5% 13% 11% 9% 5% 21% 14% Jul-13 13% 11% 4% 14% 9% 9% 3% 15% 22% Aug-13 10% 10% 4% 13% 14% 9% 11% 17% 12% Sep-13 11% 9% 7% 14% 12% 4% 8% 21% 14% Oct-13 26% 5% 7% 15% 12% 6% 5% 14% 11% © Cloud90/Amárach Research 2013
  9. 9. “Any item of food I buy these days is from the tesco 'reduced price' shelves hahaha #StudentBugdet #CollegeLife” 0 -5 -9 -10 -15 -20 -20 “You know the economy's bad when diet plans are being marketed as a cost saving measure to the expense of food and medicine” -25 -30 -30 -35 -40 -45 ZIndex: Food -41 -46 -50 June July November 2013 August September October “Due to the economic crisis and ever increasing price of food, the 5 second drop rule has now been increased to 10.” © Cloud90/Amárach Research 2013
  10. 10. 0 -10 -20 “If anyone actually gives out about the price of drink going up by about 40 cent not only are ye sausages but ye are fairly cheap as well” ZIndex: Beverages -30 -40 -50 -58 -60 -67 -70 -68 -76 -80 -90 -86 -100 June July November 2013 August September October “Budget day today...let the price of fags and drink go up!!!” © Cloud90/Amárach Research 2013
  11. 11. 0 “The awkward moment when you see a nice item of clothing, check the price tag….. and sadly, walk away!! #BadTimes” -10 -20 -30 -29 -37 -38 -40 -50 -41 -50 -60 -70 ZIndex: Clothing -80 June July November 2013 August September October “God damnit why did the girls in my course get me into clothing websites and now Im all depressed cause they all cost so much waah” “That moment when you fell in love with a piece of clothing but then you see the price. You be like, Nevermind..” © Cloud90/Amárach Research 2013
  12. 12. 0 “To avoid gas price hikes, cancel your gas, then simply turn on the oven and leave the door open. #Toasty” -10 ZIndex: Energy -20 -30 -40 -50 -53 -60 -64 -70 -76 -80 -90 -93 -100 -100 June November 2013 July August September October “today they turned off the electricity on an elderly lady cause she owed them €15 cost her €141 to get it back on #ripoffireland” © Cloud90/Amárach Research 2013
  13. 13. 0 “If petrol goes up tomorrow I'm screwed! In Qatar a litre of petrol is the same price as a litre of water in Ireland. #HowLike? #budget2014” -10 -14 ZIndex: Fuel -20 -30 -40 -45 -45 -50 -50 -60 -70 -74 -80 June November 2013 July August September October “Saudi women can't drive because of a ridiculous regime. Me either, for the same reason, but in my case it's the price of petrol !” © Cloud90/Amárach Research 2013
  14. 14. 0 -10 -20 “@AerLingus rubbish, they're a marketing ploy to drive ticket sales. Are ANY of your flights half price?” ZIndex: Transport -30 -35 -40 -40 -48 -50 “Booked half term flights home. Don't care how much they cost, looking forward to it.” -55 -60 -68 -70 -80 June July November 2013 August September October “You can now browse the web, send emails and texts on some Aer Lingus flights, but there is a cost. http://t.co/iQgne3ertJ © Cloud90/Amárach Research 2013
  15. 15. 0 “I just made a half hour phone call to America and it cost me less than a quid. Gawd bless ya, 3!” -5 -10 -20 -30 -33 -33 -40 -50 -48 -51 -60 June ZIndex: Telecoms July November 2013 August September October “iPhone 5C will cost €599 for a pay-as-you-go phone in Ireland. Exact same phone costs $549 in US (which is €405). Hello? Apple? .... Hello?” © Cloud90/Amárach Research 2013
  16. 16. 0 Health insurance tax change will cost me €274. Unacceptable. Unaffordable. ZIndex: Insurance -9 -10 -20 -30 -35 -40 -35 “Saving up for insurance on a car will be the death of me, cost more than a car.. Ridiculous” -40 -50 -50 -60 June November 2013 July August September October “HOW can my car insurance TRIPLE in price?! Always had a clean licence. This is crazy.. (and no, I didn't buy an Aston Martin)” © Cloud90/Amárach Research 2013
  17. 17. “Dublin opens up property price gap: Property prices in Dublin have soared by more than 12% over the last year. http://t.co/ix848XkIYt” ZIndex: Property 40 33 31 20 0 -17 -20 “Property tax confusion, again, and the cost of running a home @lstwrd” -33 -40 -60 -67 -80 June July November 2013 August September October “No. 1 Sorrento Terrace would cost you €28,000 in annual property tax” © Cloud90/Amárach Research 2013
  18. 18. Weekly and monthly updates New sectors and categories – and countries Data fusion to identify turning points & opportunities for marketers November 2013 © Cloud90/Amárach Research 2013
  19. 19. cloud90.ie/cloud90-blog/zeitgeist November 2013 © Cloud90/Amárach Research 2013

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