Brandwatch Masterclass: Social Media & Sentiment Analysis

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Brandwatch

NY Masterclass Session, May 8

Social Media Business Technology

Sentiment Analysis /Brandwatch NY Masterclass
Dina Daoud dina@brandwatch.com | Tel: +1 (347) 827-7562
May 08th 2014

Is this mention positive, negative or neutral?
© 2014 Brandwatch | www.brandwatch.com 2

What about this one?
© 2014 Brandwatch | www.brandwatch.com 3

What if we looked at the link?
© 2014 Brandwatch | www.brandwatch.com 4

Last one: positive, negative or neutral?
© 2014 Brandwatch | www.brandwatch.com 5

Content /Agenda
6
• Sentiment Analysis Business Cases
• Sentiment as a directional INDICATOR
• Sentiment as a performance MEASURE
• Improving Sentiment Markup
• Individual Manual Markup
• Random Sample Manual Markup
• Sentiment Rules
• Open Discussion
© 2014 Brandwatch | www.brandwatch.com

7
Why would you
analyze
sentiment?
© 2014 Brandwatch | www.brandwatch.com

Business Cases /Sentiment Analysis
8© 2014 Brandwatch | www.brandwatch.com
Directional
INDICATOR
Indicates a potential
change in the trend
Performance
MEASURE
Evaluates
performance vs.
previous years
or vs.
competitors

Directional Indicator /Investigate potential stories
12© 2014 Brandwatch | www.brandwatch.com
2012 2013 2014
Jan
Feb
Mar
Apr
May
Positive mentions of a competitor year to year

Directional Indicator /Predict future results
13© 2014 Brandwatch | www.brandwatch.com
Highest volumes but also highest positive to negative ratio for Lupita Nyong’o

0
10
20
30
40
50
60
70
80
2014-04-01
2014-04-02
2014-04-03
2014-04-04
2014-04-05
2014-04-06
2014-04-07
2014-04-08
2014-04-09
2014-04-10
2014-04-11
2014-04-12
2014-04-13
2014-04-14
2014-04-15
2014-04-16
2014-04-17
2014-04-18
2014-04-19
2014-04-20
2014-04-21
2014-04-22
2014-04-23
2014-04-24
2014-04-25
2014-04-26
2014-04-27
2014-04-28
2014-04-29
2014-04-30
2014-05-01
2014-05-02
2014-05-03
2014-05-04
2014-05-05
2014-05-06
Owned Earned Negative Earned Positive
Performance Measure /Managing Content
16© 2014 Brandwatch | www.brandwatch.com
Positive AND Negative spike  content caused REACTION

19
How to
customize
sentiment?
© 2014 Brandwatch | www.brandwatch.com

20© 2014 Brandwatch | www.brandwatch.com
Tool is conservative Even humans get
confused
Industry matters
And YOU are the expert in the field!
How to /Improve the organic markup

Method 1 /Individual Markup
21© 2014 Brandwatch | www.brandwatch.com

Method 1 /Individual Markup
22© 2014 Brandwatch | www.brandwatch.com

Method 1 /Individual Markup
23© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
28© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
29© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
30© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
31© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
32© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
33© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
34© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
35© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
36© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
37© 2014 Brandwatch | www.brandwatch.com

Method 2 /Random Sample Markup
38© 2014 Brandwatch | www.brandwatch.com

Method 3 /Rule Markup
39© 2014 Brandwatch | www.brandwatch.com
Notice common threads that are throwing sentiment analysis off?
Considered POSITIVE Considered NEGATIVE

Method 3 /Rule Markup
40© 2014 Brandwatch | www.brandwatch.com
Considered POSITIVE Considered NEGATIVE
(
(need OR want OR hero OR crave
OR “can’t wait” OR “have to”)
NEAR/3f
(zyrtec* OR “zyrtec D”)
)
(
((“doesn’t” OR doesnt OR “won’t”
OR wont OR “didn’t” OR didnt )
NEAR/2f
(work* OR effect*)
OR
((do* OR did) NEAR/1f nothing)
)
NEAR/3f
(zyrtec* OR “zyrtec D”)
)

Method 3 /Rule Markup
41© 2014 Brandwatch | www.brandwatch.com

Method 3 /Rule Markup
42© 2014 Brandwatch | www.brandwatch.com

Method 3 /Rule Markup
43© 2014 Brandwatch | www.brandwatch.com

Method 3 /Rule Markup
44© 2014 Brandwatch | www.brandwatch.com

Method 3 /Rule Markup
45© 2014 Brandwatch | www.brandwatch.com

Method 3 /Rule Markup
46© 2014 Brandwatch | www.brandwatch.com

47
What’s next?
© 2014 Brandwatch | www.brandwatch.com

© 2014 Brandwatch | www.brandwatch.com 48
Open Discussion /Practice

Contact
49
Email /contact@brandwatch.com
Web /http://www.brandwatch.com
Twitter /@brandwatch
Telephone /
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 441 59
Fax /
UK: +44 (0)1273 234 291
Document Limitation
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2014 Brandwatch | www.brandwatch.com

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Brandwatch Masterclass: Social Media & Sentiment Analysis

1. Sentiment Analysis /Brandwatch NY Masterclass Dina Daoud dina@brandwatch.com | Tel: +1 (347) 827-7562 May 08th 2014

6. Content /Agenda 6 • Sentiment Analysis Business Cases • Sentiment as a directional INDICATOR • Sentiment as a performance MEASURE • Improving Sentiment Markup • Individual Manual Markup • Random Sample Manual Markup • Sentiment Rules • Open Discussion © 2014 Brandwatch | www.brandwatch.com

8. Business Cases /Sentiment Analysis 8© 2014 Brandwatch | www.brandwatch.com Directional INDICATOR Indicates a potential change in the trend Performance MEASURE Evaluates performance vs. previous years or vs. competitors

9. Business Cases /Sentiment Analysis 9© 2014 Brandwatch | www.brandwatch.com • Directional Indicator • Anticipate PR issues • Identify potential stories • Predict Results • Performance Measure • Track a Marketing Campaign • Identify content that drives Engagement • Evaluate Brand Loyalty

10. Business Cases /Sentiment Analysis 10© 2014 Brandwatch | www.brandwatch.com • Directional Indicator • Anticipate PR issues • Identify potential stories • Predict Results • Performance Measure • Track a Marketing Campaign • Identify content that drives Engagement • Evaluate Brand Loyalty

14. Business Cases /Sentiment Analysis 14© 2014 Brandwatch | www.brandwatch.com • Directional Indicator • Anticipate PR issues • Identify potential stories • Predict Results • Performance Measure • Track a Marketing Campaign • Identify content that drives Engagement • Evaluate Brand Loyalty

15. Performance Measure /Track Marketing Campaigns 15© 2014 Brandwatch | www.brandwatch.com Our Chocolate Brand Campaign: #shareyourexperience The Market Leader Similar Campaign: #telluswhatyoulikemostaboutus Positive Mentions: 2030 Positive Mentions: 8992

16. 0 10 20 30 40 50 60 70 80 2014-04-01 2014-04-02 2014-04-03 2014-04-04 2014-04-05 2014-04-06 2014-04-07 2014-04-08 2014-04-09 2014-04-10 2014-04-11 2014-04-12 2014-04-13 2014-04-14 2014-04-15 2014-04-16 2014-04-17 2014-04-18 2014-04-19 2014-04-20 2014-04-21 2014-04-22 2014-04-23 2014-04-24 2014-04-25 2014-04-26 2014-04-27 2014-04-28 2014-04-29 2014-04-30 2014-05-01 2014-05-02 2014-05-03 2014-05-04 2014-05-05 2014-05-06 Owned Earned Negative Earned Positive Performance Measure /Managing Content 16© 2014 Brandwatch | www.brandwatch.com Positive AND Negative spike  content caused REACTION

17. Performance Measure /Evaluate Brand Loyalty 17© 2014 Brandwatch | www.brandwatch.com 54% Competitor A 16%Competitor C 8% Competitor B 22% My Brand Brand vs. Competitors ranked by positive sentiment

36. Method 3 /Rule Markup 40© 2014 Brandwatch | www.brandwatch.com Considered POSITIVE Considered NEGATIVE ( (need OR want OR hero OR crave OR “can’t wait” OR “have to”) NEAR/3f (zyrtec* OR “zyrtec D”) ) ( ((“doesn’t” OR doesnt OR “won’t” OR wont OR “didn’t” OR didnt ) NEAR/2f (work* OR effect*) OR ((do* OR did) NEAR/1f nothing) ) NEAR/3f (zyrtec* OR “zyrtec D”) )

45. Contact 49 Email /contact@brandwatch.com Web /http://www.brandwatch.com Twitter /@brandwatch Telephone / UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 441 59 Fax / UK: +44 (0)1273 234 291 Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2014 Brandwatch | www.brandwatch.com

Brandwatch Masterclass: Social Media & Sentiment Analysis

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Brandwatch Masterclass: Social Media & Sentiment Analysis