1. Social Media as a
Data Point in 360 Planning
& Measurement
May 25th, 2010
First Presented at The ARF's 360
Measurement Workshop in Chicago
2. Quick Overview
Case studies will illustrate the following:
How social media, when quantified in aggregate at a
more granular, issue-based level, can provide the
foundation for brand decision makers to obtain unique,
directional insights on entire product categories in a
story-telling fashion.
Design effective communication strategies based on
issue or passion-based insights.
Monitor entire product categories
• Stay ahead of ever- evolving consumer attitudes and
behaviors
• Measure pre- and post-changes in social media “thought-
leadership” on issues that drive the category (a new 360
data point)
3. Listening Analytics Methodology
Using advanced technologies like NLP (Natural Language Processing) and
machine learning, GeeYee's proprietary solution is able to quantify social
media content through generating tag data (similar to that of "coding"
techniques) on three dimensions at the sentence level: subject, topic, and
sentiment (along with other inherent attributes of social media content such
as URL, author information, post time, etc.).
When people communicate in social media, particularly in forums, blogs, and
social utility sites, they mention multiple subjects and issues and often do not
explicitly refer to the subject or product feature/issue. For example:
• Implicit Subject. “This phone has a great battery life.” The subject is not
explicitly mentioned but our solution will pick it up nevertheless.
• Implicit Product Feature/Issue. “This camera is too large.” Here the
feature “Size” is not mentioned but our solution will detect it as such.
• Context-dependent. “This battery life is ‘long’” is a positive sentiment
whereas “This movie line is ‘long’” is a negative sentiment.
5. Smart Phone Case Study Background
Analysis done by a marketing research firm
• At time of study, neither of these companies were clients of the firm
Social Media Study Time Frame: 1/2/08 – 8/22/09
8,106 Sites Discovered
309,854 Opinions on the Subjects and Issues
6. Visualizing Product Positioning &
Emerging Trends
Consumers associate Palm Pre with Multimedia, iPhone with
Applications, Blackberry Storm with Display Screen, and Web Browsing
with G1.
7. Quantifying Sentiment at
Issue-based Level
Although Apple has a strong lead in volume for Applications buzz,
Google’s HTC G1 outperforms on ratio of Positive/Neutral to Negative
comments.
Palm Pre has its highest positive/neutrals in the Web Browsing category,
and highest negatives in Display Screen.
% Positive
/ Neutral
% Negative
10. Pharma Case Study Background
• Analysis done by a management consulting firm
Directional insight led to customer recommendation for product
development
• Social Media Study Time Frame: 11/3/05 – 5/27/08
• 514 Sites Discovered
• 123,624 Opinions on the Subjects & Issues
11. Visualizing the Side Effect Relationships
Helps Direct Marketing Communications
Negative opinions under issues “discovered” reveal that users are unhappy with the way certain
drugs have to be administered.
13. Background
During a period roughly from early
January to late February of 2009,
Tropicana Orange Juice’s long-
standing package was replaced
with a new design supported by a
large media campaign.
By March 2009, public outcry and
negative publicity about the new
package focused on the
reintroduction of the traditional
packaging. The switch back
occurred so quickly that much of
the supporting advertising for the
new packaging was still in rotation
after the new packaging itself was
being taken off the shelves.
14. Before the Redesign, Passions “Discovered” on
Tropicana are Generally Positive and Focused on
Ingredients and Price
15. While New Package is in Stores, Comments Shift More Negative
And Focus On Confusion In-Store and Packaging Issues
16. After Relaunch Of Old Packaging, the Tone of Comments
Becomes More Balanced, but the Focus Continues on
Package-Related Comments
18. Additional Takeaways
Social Media is one data point amongst others for optimal
brand decision making. Remember, social media is directional
and traditional marketing research is representative.
Relevant social media data is essential (i.e. don’t want edible
fruits showing up in the Apple & Blackberry smart phone
measurement).
Social media provides 360 measurement opportunities for
brand engagement “opt-ins” (as well for pre- and post-changes
in “thought leadership”) on issues that resonate with
consumers and drive the category.
