The document discusses measuring social media engagement for brand insights using Stance-Shift Analysis. Stance-Shift Analysis reveals shifts in consumer positioning through changes in emotion, intensity, and commitment towards brands. It provides a more nuanced understanding than simple word counts. The Semantic Engagement Index uses this technique to power consumer insights and analytics by integrating Stance-Shift measurement to understand engagement from consumer comments on social media at both the emotion/commitment and positive/negative sentiment levels. This approach unlocks valuable insights from social media that traditional indicators miss.

1. Measuring Social Media
Engagement for Brand Insights

2. Where does value lie across social media?
Traditional social media indicators have proven to be of
limited use in explaining what consumers are thinking.

3. Counting words is not enough

4. Social media is a Word of Mouth Phenomenon
Words matter
Context matters
Tenor matters

5. About Us
The Semantic Engagement Index SEITM is a product of Stance-Shift AnalysisTM*. Published and peer
reviewed, Stance Shift AnalysisTM reveals what really matters to the consumer. This is the underpinning of
our approach. Stance-Shift measures consumers’ verbal shifts in positioning as they talk, where the “shift”
infers a landmark change in emotion, intensity, appraisal and commitment towards a subject (brand,
topic, campaign or concept)
This approach enables us to solve for what others miss: Size, Trend and New Concepts.
Two levels of scoring:
1) Emotion and Commitment is understood through engagement scoring – far superior to simple
words/comment frequency.
2) Adaptive tonality scoring (the + and -) to understand negative and positive sentiment.
The Semantic Engagement Index SEI
TM
integrates our Stance Shift measurement engine to power
consumer insights and advanced analytical modeling.
Measuring engagement from consumer comments
Stance Analysis: Social cues and attitudes in online interaction, Mason, et al, Linguistic Insights

6. I just got my cool new iphone5 from BestBuy,
however, I keep getting dropped calls on the
Brand X 4G network
Topic List
• Iphone5
• BestBuy
• Brand X
• Network
- 4G
- Dropped calls
Positive tonality
Negative tonality
Flag Brands & Relative Importance
Custom coding enabled by
Business Intelligence
Engagement
How Stance Shift AnalysisTM unlocks a single comment
1. Evaluates full conversation
2. Deep linguistic analysis to capture full “full context”.
3. Adapts to special language of category
4. Identifies emotion and personal commitment

7. From Millions of Cleaned
social media
Conversations
Powerful social insights on topics
and themes of conversation that
are most engaging.
Small Pepermint Afternoon Snack 12Pack
Great Deal Breakfast yum Large
Miss it Get me one Orange on sale
Morning Half Priced got coupon Drive Home
Vanilla Mocha 8Oz need a hit
We Detect Thousands of interesting
“nodes” of Consumer information
Clear Topics &
Concepts of
Importance
Emerge
We apply advanced
Analytics to help drive content
strategy and measure social ROI.
Our Supervised Learning Pattern
Detection organizes the nodes
The Solution Path For Consumer Chaos

8. Fusing SEITM based language
measurement with
advanced analytics to
understand competitive
brand positioning, content
drivers and reputation.
Using known tools to listen
and monitor high level
consumer conversations.
Measure language based
on engagement and
importance through the
Semantic Engagement
Index (SEITM).
Listening,
Monitoring
and basic
Sentiment
Measuring
Language for
brand insights
Social
Media
Advanced
Analytics
Social ROI
Applying a trended SEITM
within Media Mix
Modelling to monetise
social media investments
against all other media
and quantify synergistic
effects.
Extend the Value of Social Media Insights
BLA Social Insights, Analytics and ROI Framework