Buzzient pyramis report 2009-04


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Buzzient social analytics report on asset managers Pyramis, Neuberger Berman, Blackrock 2009

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Buzzient pyramis report 2009-04

  1. 1. BuzzientSocial Media Analytics Reportfor Pyramis GlobalApril, 2009Powered by Buzzient Page - 1
  2. 2. This default on-demand report is generated from the Buzzient Enterprise Social MediaAnalytics Platform, a hosted system that provides automated harvesting and analysis of socialmedia on the internet for global enterprises.Buzzient Enterprise harvests, aggregates and analyzes unstructured, qualitative social mediaconversations about your brand and products and those of your competition. A wide array ofquantitative measurements and visualizations from the analysis are presented through theBuzzient Enterprise web browser interface. This report contains highlights of some of thesemajor analysis areas.Overall capabilities of Buzzient Enterprise include:INTEGRATION WITH CRM AND CUSTOMER SUPPORT SYSTEMS- Easily create support cases or marketing leads from harvested posts with a single click.- Integrations include (Service Cloud, Sales, etc.) and SugarCRM.WHAT USERS ARE SAYING- Harvested posts are automatically scored and viewable through a variety of filters.- View posts in their originating site. Interact with users if appropriate.- Search for posts by keyword.- Bookmark and/or email important or interesting posts.WHAT USERS THINK ABOUT YOUR BRAND, PRODUCTS AND COMPETITORS- Current, historical and comparative sentiment indices. Overall and by source groups.- Historical sentiment trend analysis.- Distribution of positive, negative and neutral posts over time.HOW MUCH PEOPLE ARE TALKING ABOUT YOU- Percentage breakdown of buzz between you and key competitors.- Historical buzz trend.TOPICS AND TRENDS- Discover the most frequently used concepts, terms and competitors users employ whenwriting about you.- How mentions of your products, features or keywords compare to each other over time.OPINION LEADERS- The most influential authors on discussion forums that talk about you.- The most influential blogs that talk about you.- The most positive and negative users who talk about you.TOP WEBSITES- The most likely sites for users to reach when searching for information about you.ALERTS- Receive alerts for changes in sentiment, highly positive or negative posts, new posts byspecific authors and more.Powered by Buzzient Page - 2
  3. 3. Report SummaryBuzzient Enterprise for Pyramis Global is configured to analyze online discussions aboutPyramis Global and its competitors. The selected competitive focus in this report is onNeuberger Berman, Blackrock.This report is based on posts from a variety of social media sites.HIGHLIGHTSa) Social Media Participant opinions for Pyramis Global, Neuberger Berman, Blackrock arepositive to varying degrees. Neuberger Berman, Blackrock are closely grouped as thehighest Sentiment Indices among the group. Pyramis Global receives the lowest SentimentIndex.b) Blackrock is in a dominant Share of Voice position over all the brands. Blackrocks marginis approximately 40:1 over Pyramis Global.c) Pyramis Global is moderate in terms of quantitative presence and has a base of 32 brandadvocates that are passionate about discussing them on Social Media sites.d) A variety of sites are the most likely destinations for users who search for information onlineabout Pyramis Global by Buzzient Page - 3
  4. 4. Brand AnalysisSentimentCurrent Sentiment IndexThe Buzzient Brand Sentiment Index measures how Social Media Participants feel about yourbrand. It tells you how positively or negatively your brand is perceived by online users.The Sentiment Index (at the brand or product level) is an aggregated rating. BuzzientEnterprise generates the index by analyzing and rating each individual post about you. Theanalysis leverages positive/negative keyword modifiers that are specific to you andincorporates metrics regarding importance of the particular author and source.The index ranges from +150 (extremely positive opinion) to -150 (extremely negative opinion).A value of 0 expresses neutral sentiment. Positive values of 25 or above are typically verygood.Pyramis Globals Sentiment Index of 7.1 for the previous 30 days indicates a mildly positiveattitude towards Pyramis Global. This also reflects a gain over the previous monthsSentiment Index of 0.78.The current sentiment index reflects how social media users feel about your brand now. Usethis in conjunction with Sentiment Index Trends (in a later section) to determine if opinionabout you is rising, falling or remaining consistent. These insights will help you craft strategyand tactics to maintain or increase social media opinion about you.Powered by Buzzient Page - 4
  5. 5. Competitive Sentiment Index PositionComparison of Sentiment Indices tells you how Social Media Participants feel about yourbrand in relation to the competition. This comparison is based on Sentiment Indicescalculated for the previous 12-month period.For the preceding 12-month period, Neuberger Berman, Blackrock enjoy the highest userattitude, with Pyramis Global as the lowest among these brands. As noted, Pyramis GlobalSentiment Index is positive.How your sentiment index compares to your competitors is critical. Comparing yoursentiment to the competition can help you determine whether you need to develop strategyand tactics that are directed at increasing a sentiment lead or closing a trailing gap.Powered by Buzzient Page - 5
  6. 6. Sentiment Index TrendsWhen monitored over time, Brand Sentiment Index trend lines show changes in attitudes andopinions toward you and your competitors. User sentiment toward brands can sometimesfluctuate greatly over time.The ability to track trends provides you with historical visibility into how marketing programs orother events have impacted opinion toward you and the competition at various points in time.You can learn how past activities effected sentiment and use that knowledge to construct themost effective current and future strategy and tactics.Powered by Buzzient Page - 6
  7. 7. Share of VoicePercentageWhile online sentiment measures attitudes, Share of Voice indicates the percentage of socialmedia posts referring to your brand in comparison with this set of competitors from a purelyquantitative perspective.Among these different brands Blackrock clearly dominates the others in terms of Share ofVoice.This analysis helps you determine whether you need to construct programs that increase orpreserve your share of voice.Powered by Buzzient Page - 7
  8. 8. Share of Voice TrendsShare of Voice Trends shows you how Share of Voice for you and your competitors havechanged over time.You can see if you gained or lost share of voice at different points in time. You can determineif there were programs or external events that effected your share versus the competition.Leverage this knowledge to determine if future strategy and tactics should include impactingyour share of voice.Powered by Buzzient Page - 8
  9. 9. Opinion LeadersBrand AdvocacyBuzzient Brand Advocacy shows how influential and active your brands fans are in onlinediscussion forums.Pyramis Global has moderate Brand Advocacy compared to this set of competitors. PyramisGlobals Social Media Participants are 32 in number and are moderately active in SocialMedia and have a positive opinion of Pyramis Global. Blackrock has the most BrandAdvocates and Blackrock has the largest sentiment index.Use this analysis to determine if you need to increase your number of brand advocates, findways to make them more vocal (share of voice) and/or increase their sentiment about you.Powered by Buzzient Page - 9
  10. 10. Topic Radar for Pyramis GlobalBuzzients Topic Radar shows which concepts, terms and competitors are mentioned mostfrequently within actual posts in connection with your brand. These concepts and terms areautomatically identified during the analysis of post content. The closer a word is to the centerof the radar, the more frequently it is mentioned.Please note the color coding to emphasize different types of terms:Purple - brands (as defined in your system)Green - positive terms (per your configuration)Red - negative terms (per your configuration)Blue - other termsA few examples of leveraging these terms are: complementing search engine optimizationefforts; crafting messages using peoples own words; complementing your brand essencewheel creation.In Pyramis Globals case the strongest concepts are Institutional, Management, Advisors,Comments, Investment, Fidelity, Sales, Head, Equity, Managers.Powered by Buzzient Page - 10
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  12. 12. Topic Radar for Neuberger BermanIn Neuberger Bermans case the strongest concepts are Lehman, Management, Fund,Lehman Brothers, Investment, Asset, Firm, Employees, Capital, Investment Management.Powered by Buzzient Page - 12
  13. 13. Topic Radar for BlackrockIn Blackrocks case the strongest concepts are Asset Management, Fund, Work Structured,Supports Position, Structured Branded, Position Asset, Model Work, ManagementDistribution, Distribution Model, Article Supports.Powered by Buzzient Page - 13
  14. 14. Popular WebsitesBuzzients Top Websites analysis provides a list of websites that are important for the brand.This ranking (Centrality measure) expresses how likely a Social Media Participant is to end upon a certain website when searching online for information about your brand and products.In Pyramis Global s case, the most popular websites associated with it are:Site URL 0.00Powered by Buzzient Page - 14
  15. 15. Copyright InformationCopyright © 2009 Buzzient Inc. All the text, graphics, design and other works are thecopyrighted works of Buzzient Inc. All Rights Reserved.For more information, please contact us.Buzzient, Inc.One Broadway, 14th FloorCambridge, MA 02142www.buzzient.comTel. 617 475 1514info@buzzient.comPowered by Buzzient Page - 15