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Sentiment is Shite (2014)


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Slide deck from a talk given at the Measurement Conference on 10th September 2014.

It's an updated version of a talk I gave (only once) in 2011. My understanding (and the technology) have developed since then.

Published in: Data & Analytics
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Sentiment is Shite (2014)

  1. 1. NEGATIVE SENTIMENT another grumbly presentation from @mediaczar
  2. 2. TWITTER VOLUME 15 10 5 0 1 Jun 2014 1 Jul 2014 Thousands “facebook” AND (“newsfeed” OR “news feed”) June 1 – July 31 2014 Data: Netbase
  3. 3. WHAT HAPPENED HERE? aND HOW DOES THAT MAKE YOU FEEL? Topic Analysis Emotions Data: Brandwatch, Netbase
  4. 4. DELOITTE: BALANCE OF SENTIMENT AFFECTS SALES The balance of sentiment in Tweets is a more powerful driver of sales than reach (or volume) alone, with positive Tweets having generally a higher impact than negative Tweets. Therefore, to gain the most out of the online word-of- mouth embodied by Tweets, companies would be best served by addressing the balance of sentiment about their games through increasing the number of positive Tweets. 6.10% 3.30% 1.60% 30% more positive Tweets 30% fewer negative Tweets 30% more non-Twitter advertising Deloitte, “Tweets for Sales, Gaming” (2013)
  5. 5. “SENTIMENT” HAS BECOME A MARKETING OBJECTIVE We want to increase the positive buzz around Your brand