![in 2011 than in 2010
Stimulus ZMOT FMOT
97%
77%
70%
76%
97%
75% 84% 47% 79%
91% 95%
69% 76% 83% 93%
86% 81% 94% 57%
75% 89%
84%
78% 76% 34%
79%
99% 77% 89%
70% 79% 63%
72% 95%
61% 92%
99%
63% 64%
65% 67% 81%
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to
help with your decision?
Base:N=5,003
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 Google Confidential and Proprietary
www.google.com/think/insights
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Uploaded byMatteo Flora
In Search of Influence - aka "What the f!#@ is the influence?"
The document discusses various methods and tools developed by The Fool since 2008 for social media research, monitoring, and intelligence related to brand reputation and communication strategies. It outlines a systematic approach to sentiment analysis, community engagement, and the influence of online content on consumer behavior. Additionally, it highlights the importance of understanding public attitudes through data sampling and segmentation from social web communities.
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In Search of Influence - aka "What the f!#@ is the influence?"
- 1. In search of“Influence” aka “what the @#!!# is this influence?” Naples, October 13th 2012 vit NinjaMarketing www.thefool.it
- 2. Il sistema diacquisizione voto gestirà la segnalazione asincrona degli eventi, con l’acquisizione voto, la gestione della segnalazione di OK e KO e la gestione real- time della coda di voting FASE 1 Since 2008, The Fool has been developing methods and tools Creazione di un sito di raccordo della nuova veste grafica con i link degli Sito MiRispondi.it Account Facebook, Twitter, YouTube, Foursquare e pubblicazione ultimi video. that offer social media research, monitoring, intelligence and e Il Sindaco Rebranding Transizione dal concetto-meme di “Letizia Moratti - Persona” al concetto di ip-protection services to its broadcasting, agency and public “Letizia Moratti Risponde”. Creazione TAB dedicate di concetti specifici e Facebook la Gente Landing Page dedicate. Rebranding Twitter Creazione e branding su Twitter e creazione e “feeding” dell’ hashtag e HashTag institution clients to help them develop marketing and #mirispondi e stimolazione della conversazione communication strategies (RP2.0, e-reputation analysis, social http://thefool.it CRM, brand, corporate and product profiling and protection, innovation studies and architecture). The Fool is built on robust social web sampling and segmentation methods that allow clients to use social web communities as a rich source of research for observing and understanding consumer, user and public attitudes. For more than 3 years now, The Fool has been seen as a trailblazer in e- reputation analysis, social web mapping and insight into the dynamics of information spreading and distribution.
- 3. Meet the tradi*onal model based on s*mulus, FMOT, SMOT Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store
- 4. And the new kid on the block: the Online Zero Moment of Truth* What’s the buzz on THE WEB about this PRODUCT? Stimulus First Second Moment of Moment of Truth Truth Let me tell you how I Which becomes the feel about this! next person’s ZMOT * see also: http://www.zeromomentoftruth.com/
- 5. in 2011 thanin 2010 Stimulus ZMOT FMOT 97% 77% 70% 76% 97% 75% 84% 47% 79% 91% 95% 69% 76% 83% 93% 86% 81% 94% 57% 75% 89% 84% 78% 76% 34% 79% 99% 77% 89% 70% 79% 63% 72% 95% 61% 92% 99% 63% 64% 65% 67% 81% Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 Google Confidential and Proprietary www.google.com/think/insights 5
- 6. THE “OLD SCHOOL” FLOWS and PROCESS Stage 1 mentions are extracted from the web using multiple data sources and human-selected Stage 2 screenshots and data evidence is collected for later forensically sound certification and use Stage 3 content is classified in the categories prepared and tailored with socialmedia experts and semyologists Stage 4 a meaningful excerpt is created for simple data usage and reference in the report and final online interface Stage 5 a meaningful sentiment is attributed to the mention, based on actual sentiment on client’s properties Final Stage analysis is performed and reports are created, including an editorial executive overview of the timeframe www.thefool.it 6
- 7. 7 PRESENT SCENARIO: MAIN TOPICS Other Quality Ottimi risultati per quanto riguarda il 23% tema della qualità percepita soprattutto © and Patent Pending system and visualization dagli utenti. Quasi il 65% delle Specialities conversazioni registrate presentano un Le conversazioni registrate in merito alle sentiment positivo. Ottima anche la specialità delle due strutture presentano un 28% distribuzione delle informazioni nel sentiment decisamente positivo. L’opinione, media mix delle conversazioni. tanto delle persone, quanto quella degli specialisti, è ottima. 14% 17% 18% Directors problems I due direttori monitorati, hanno fatto Problemi come tempi di attesa, accessibilità registrare un discreto numero di alle strutture e rincari dei ticket, sono stati conversazioni; la maggior parte presentano discussi principalmente su siti di news e, un sentiment neutrale, anche a causa del successivamente, sui social network; questi fatto che vengono semplicemente citati in un si sono limitati alla semplice ripresa della articolo di giornale online. notizia. www.thefool.it
- 8. Problems 8 Sentiment Accessibility Payment Waiting Time Neutral 44% Positive 19% Forum agoodforum.net - 2011/09/11 37% negative © and Patent Pending system and visualization Conversation Statistics Relevant 27 Forum anotherforum.com - 2011/09/13 Sources Sentiment timeline Forum 7% News Social 16% 70% Network 7% Blog www.thefool.it
- 9. 9 SOURCE IMPACT ANALYSIS Twitter.com; Alexa Rating: 9; 211 mentions facebook.com; Alexa Rating: 9.885; 45 mentions corriere.it; Alexa Rating: 9.885; 45 mentions topoliniaoggi.com; Alexa Rating: 9.885; 45 mentions © and Patent Pending system and visualization salute.it; Alexa Rating: 28.367; 4 mentions gazzettino-topo.it; Alexa Rating: 28.367; 4 mentions sanita-oggi.it; Alexa Rating: 35.217; 9 mentions topoliniaoggi.com; Alexa Rating: 9.885; 45 mentions iltempo.it; Alexa Rating: 28.367; 4 mentions Social Forum News Blog Network
- 10. Reputation Monitoring Results Number of Mentions Number of Unique Mentions 150000 112500 75000 112000 37500 43000 0 3000 7000 2009 2010 2011 2012 Source: internal data on actual client www.thefool.it
- 11. Influencer’s Mapping* www.thefool.it * WTF?!?!
- 12. What are they talking about? How am I perceived? Which topics are posi+ve and nega+ve? Who is talking about me? Brand Reputa+on What are the news in Which news are the THAT PLACE? most important? Reputa+on g ce Monitoring ito gen Which are the HOT Infl alysis on telli TOPICS? rin An uen d M In Do I care about this an +ve ce Blogger? e+ mp What is my SECTOR doing online? Co Which TwiFer Users are most influent on Who are the this topic? MOST influen+al people? www.thefool.it
- 13. http://thefool.it © and Patent Pending system and visualization
- 14. © and PatentPending system and visualization
- 15.
- 16. Influencer’s Taxonomy ORM Data Processing General Purpose Framework Influencing the “top of the crop” experts in the field, generating an Authority informed opinion on the public by the mean of trust Activating WOM on highly engaging individuals or communities to Dissemination generate spreading of contents by the mean of general sharing Influencing the most visible sources, generating relevant content in Awareness the most prominent and most accessed generalist sites Using selected individuals highly regarded in nieces to generate Peering awareness in closed groups and tight communities www.thefool.it
- 17. Contexts Taxonomy ORM Data Processing General Purpose Framework Using the framework to spot topics, NER, ORM top domains, top users, most influential content, most indexed content Everywhere Analyzing competitor’s community, topics, Scenario best users, influent content, most relevant content and overall strategy With my Peers Deep understanding of my communiy with Community top users, most influential content, hot topics, moods, trends, alerts www.thefool.it At my Home
- 18. The Trinity Framework ORM Data Processing General Purpose Framework Data Fetch Getting data from possibile sources and multiplexing/ deduplicating 1 Agumentations Trinity 2 Data is agumented on multiple data sources and indexed 3 Analysis Data is presented in context- sensible interfaces www.thefool.it
- 19. Factors of Influence ORM Data Processing General Purpose Framework Sorting out Semantic Algoritmic ‣ Adding semantic analysis on standard ORM results for better comprehension; ‣ Adding influence on both domains (Alexa, Blekko, RESULTS Google PR) and users (Klout, Kred, Retweets) ‣ Analyzing content sharing metrics (Linkedin, Twitter, Facebook) Statistical Viral ‣ Getting statistical data on Users, Domains, Topics www.thefool.it
- 20. Processing Raw Data ORM Data Processing General Purpose Framework RAW DATA Data extracted from SMM platforms and/or APIs Facebook Complete extractions on specific Facebook pages Twitter Complete extractions on specifics mentions and/or user accounts Custom Custom data connector for Communities, Databases, Forums www.thefool.it
- 21. Semantic Agumentations ORM Data Processing General Purpose Framework RAW DATA Data extracted from SMM platforms and/or APIs Text Complete text fetching and full text analysis NER Entities Recognition: Locations, People, Organizations, Abstract Identities Semantics Topics Extraction and Keywords Mining DBP Document Based Polarity for complete text CBP www.thefool.it Concept Based Polarity for single concept
- 22. Virality-Centric Agumentations ORM Data Processing General Purpose Framework RAW DATA Data extracted from SMM platforms and/or APIs Facebook Shares, Comments, Likes on SM Content Twitter Mentions, Retweets for single URL Linkedin Linkedin Shares on single URL YouTube Comments, Score and Views on single URL Custom www.thefool.it Plugin-Based Architecture
- 23. User-Centric Agumentations ORM Data Processing General Purpose Framework RAW DATA Data extracted from SMM platforms and/or APIs Author Author spotting on single platform Quantitative Quantitative data on single user engagement Semantics Topics and Polarity for single users Reputation Kred, Klout, Peerindex... Outreach Potential www.thefool.it Friends, Followers, Favourites
- 24. Source-Centric Agumentations ORM Data Processing General Purpose Framework RAW DATA Data extracted from SMM platforms and/or APIs Alexa Alexa score for single Domain Name Google PR Google PageRank Analysis for Domain Name Bing Score Bing PageRank Analysis for Domain Name Yahoo Score Google PageRank Analysis for DomainName Linkbacks www.thefool.it Number of link-backs from websites
- 25. THE “NEW SCHOOL” FLOWS and PROCESS Stage 1 Select the correct keywords from your Social Media Reporting suite Stage 2 Agument each URL with the correct overall sentiment, tagging each word w/ sentiment Stage 3 Agument each Author with Klout, Kred, PeerIndex, number of followers, number of favourites Stage 4 Agument each URL with Virality impacts Stage 5 Agument each Domain with Domain Based Scores Final Stage Play with the data! www.thefool.it 25
- 26. Source-Centric Agumentations ORM Data Processing General Purpose Framework http://thefool.it
- 27. Source-Centric Agumentations ORM Data Processing General Purpose Framework Relevant Domains Concepts Authors http://thefool.it
- 28. Source-Centric Agumentations ORM Data Processing General Purpose Framework TwiFer-‐Oriented Facebook-‐Oriented Sta+s+cs Sta+s+cs http://thefool.it
- 29. Source-Centric Agumentations ORM Data Processing General Purpose Framework Posi+ve Men+ons Nega+ve http://thefool.it
- 30. People with most“Authority” - Select mentions containing selected keywords - Extract Authors with that keywords (+/-) with most retweets/ mentions and Domains with most LinkBacks - Sort by number of mentions for getting most in-topic scenarios www.thefool.it
- 31. (t) People with“Dissemination” potential - Select all mentions - Extract Authors with most followers, klout, kred, peerindex - Take the top 100 from each criteria and deduplicate www.thefool.it
- 32. Which websites forbeing visible? - Select all mentions - Extract Domains with most GooglePR, Alexa score - Take the top 100 from each criteria and deduplicate www.thefool.it
- 33. What strategy onLinkedin/Twitter/etc? - Select all URLs for each service - Extract Mentions with more shares, comments, likes - Take the top 100 from each criteria and deduplicate www.thefool.it
- 34. Peering a newcommunity - Select all mentions from selected Domains/Pages - Extract Authors with most comments - Take the top 100 positive and top 100 negative and deduplicate www.thefool.it
- 35. Selecting a Panel - Select single keywords from each domain - Extract Authors with most comments - Take the top 100 positive and top 100 negative and deduplicate www.thefool.it
- 36. Getting Reputation Alertson Authors - Select all mentions with negative polarity - Extract Authors with most kred, klout, peerindex, followers - Take the top 10 for each and deduplicate www.thefool.it
- 37. Getting Reputation Alertson Domains - Select all mentions with negative polarity - Extract Domains with most GooglePR, alexa, LinkBacks - Take the top 10 for each and deduplicate www.thefool.it
- 38. Getting Reputation Opportunitieson Authors - Select all mentions with positive polarity - Extract Authors with most kred, klout, peerindex, followers - Take the top 10 for each and deduplicate www.thefool.it
- 39. Play with thedata! Have fun! www.thefool.it
- 40. C.so Magenta 43,20123 Milano (MI) http://thefool.it | +39.02.00618826