Posts Tagged ‘DCMS’
Friday, October 8th, 2010
Brandtology’s Business and Brand Online Intelligence Services emerges as winner among five finalists in the category “Most Innovative Infocomm Product/Service”
8th October 2010 – Brandtology’s Business and Brand Online Intelligence Service Project, has won the 2010 National Infocomm Awards for the category ‘Most Innovative Infocomm Product/Service’. The results were announced at the NIA Gala Dinner on 7th October 2010. Eddie Chau, CEO of Brandtology, was presented with the award by Acting Minister for Information, Communications and the Arts, Mr. Lui Tuck Yew.
The biennial competition (in its fifth edition) is jointly organized by the Infocomm Development Authority of Singapore (IDA) and the Singapore Infocomm Technology Federation (SiTF). The awards recognize organizations that have effectively deployed innovative infocomm technology and reaped significant improvements in productivity and overall competitiveness.
“We are very honored to be the recipient of this award. The award comes at a timely manner, as we ramp up on our presence and language coverage globally. In the next six months, we will be establishing Brandtology offices in London and Hong Kong,” announced Eddie Chau, CEO and founder of Brandtology.
Adding on, Dr Alvin Chan, Chief Technology Officer and co-founder remarked: “This award affirms the innovativeness and commercial viability of Brandtology’s services. In the dynamic social media space, it is imperative for us to continually improve to adapt to changes in market requirements.”
By performing deep search and analysis on information derived from Social Media channels such as blogs, forums, Facebook and Twitter, Brandtology’s services enable clients to understand the needs of their target segments and the strategies of their competitors. These timely and relevant insights can aid them in identifying the most popular conversation channels online, the most viral conversations, the most important influencers and the engagement, reach, influence and sentiments of their digital positioning and activities.
“Through the use of technology to manage high volumes of online data in multiple languages, Brandtology’s clients are able to achieve substantial cost savings, enhanced productivity and significant quality improvements in various functional areas,” Kelly Choo, Business Development Director and co-founder of Brandtology opined.
Building on Kelly’s point, Eden Lau, Managing Director of North Asia and co-founder said: “Increasingly, we are seeing greater demand for our services from multinationals and we expect that our revenue will be more than double of last year’s revenue.
Our global clients have realized that social media intelligence can be used throughout their organization, such as for media planning, product development, campaign measurement, customer service recovery, sales leads collation, PR and marketing strategy development.”
About Brandtology
Brandtology’s business and brand online intelligence services enable global brands to manage and extract invaluable insights from consumers’ conversations. Using proprietary technology, processes and trained professionals, Brandtology is able to provide a high degree of accuracy and relevancy in multilingual analysis, unlike any other automated monitoring tools. Astute global organizations utilize Brandtology’s intelligence in multiple functional areas such as sales, marketing, PR, media planning, customer service and product development. For more information, please visit www.brandtology.com
Annex A: Photos from the NIA Gala Dinner
Photo 1: Brandtology CEO Mr. Eddie Chau receiving the award from Mr. Lui Tuck Yew, Acting Minister for Information, Communications and the Arts.
Photo 2: Close up shot of the Most Innovative Product/Service award
Tags: awards, DCMS, News
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Monday, October 4th, 2010
After rounds of submissions and pitching, Brandtology has been shortlisted as one of the finalists in the National Infocomm Awards under the The Most Innovative Infocomm Product/Service category !
The Most Innovative Infocomm Product/Service category recognises organisations, registered in Singapore, that are involved in the development or provision of innovative infocomm products or services, preferably attaining a regional or international market presence.
We have been covered in the Straits Times and Lianhe Zaobao recently, as well as the iN.SG Newsletter produced by IDA
Results of the Actual Winners will be out on 7th October evening, stay tuned!
Tags: awards, DCMS
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Wednesday, June 30th, 2010
At the very beginning, cellular phones were large bricks we used to call other people, a new tool of communication. But as time passed and consumer electronics improved, mobile phones continued to get smaller, stylish, and ultimately more useful. Well, the hottest things in the market now aren’t called smartphones for nothing.
Consequently, the market for smartphones has become a large, anything-goes battlefield for cellphone makers, each trying their best to capture the essence of the ultimate smartphone and put it in a box. As technology continues to improve, the demands of consumers also continue to be greater. And with every mobile phone brand trying to meet these demands, there is almost always a mobile phone model that suits our style and needs.
Using the May 2010 data of Brandtology Mobile among English-language channels, issues regarding mobile phones can be monitored. Data from international English-language channels including the United States and Singapore shows that bloggers are the most active netizens when tackling the monitored mobile phone brands. These include Apple, RIM, HTC, LG, Motorola, Nokia, Samsung and Sony Ericsson, and suggest a growing culture of product testing and reviews of mobile phones offered by these brands.
Operating System
May 2010 Brandtology data shows that blog entries and reviews on new smartphone models basically focus on operating systems and overall physical design. For instance, one blogger complained about Google Nexus One and commended HTC Incredible when tackling Android phones, giving emphasis on faster and more ergonomic user interface employed in the latter model. The same blogger also had difficulties using Google Nexus One as a professional phone and preferred a BlackBerry.
Another blogger also expressed disappointment with the Motorola mobile phones, citing how the brand is slow in developing its operating system, effectively making the phone brand lag behind major competitors. The company’s apparent concentration on the United States market is also criticized as European and Asia-Pacific markets are left out by Motorola.
Service Providers/Carriers
The carrier by which a phone model operates is also a hot topic for netizens. For markets like the United States, negative views are given to phones that are exclusively available on AT&T (Apple iPhone, for instance) because of the highly saturated 3G network that hinders the full utilization of smartphones. Verizon is seen as a better service provider with a better 3G network. Keeping this in mind, those who are not eager to buy a particular phone model end up choosing mobile phone models based on their preferred carrier.
Applications
Applications available for download are also a point of discussion for most bloggers. Apple iPhone applications, although largely popular, are criticized for its “Disneyland” quality where relatively safe and Apple-approved contents are the only ones allowed for download. In contrast, the Android platform has a more free approach not only in its choice of applications but also when it comes to application developer policies.
Picked up by most netizens are the feud between Apple, Adobe and Nokia. While the Apple-Nokia patent lawsuit focus on Nokia innovations supposedly used in several Apple products, the Apple-Adobe feud stems from the lack of flash support on Apple devices, which continues to hinder the viewing of flash videos and applications.
Apple’s refusal to allow the use Adobe’s flash-based application developing tool for Apple iPhone is also criticized, as Apple is seen to be forcing their products on consumers.
Customer Support
Another important issue for netizens is customer support, especially for smartphones that can be very complicated to use at times. A netizen, for instance, has been continuously complaining on Twitter about the poor customer support from Motorola.
HTC’s abandonment of the HTC-Singapore Facebook page as a customer support outlet also received many backlashes from netizens. Aside from disappointment from netizens, HTC-Singapore was perceived to be “anti-social” and “confused” on how to answer queries and address consumer complaints. This emphasizes the importance of using social media as a way to address the concerns of mobile phone users, especially with the amount of time spent by users online.
Truly, there is more to a mobile phone than meets the eye.
Tags: Branding, Buzz, Competitor Intelligence, DCMS, Digital Strategy, Insights, social media intelligence
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Thursday, June 24th, 2010
Global Online Intelligence Leader, Brandtology releases Digital Conversation Management System v2.5 with enhanced measurement and tracking capabilities
24 JUNE 2010 – Brandtology, a global online intelligence service provider has rolled out the latest version of its Digital Conversation Management System (DCMS). The DCMS v2.5 comes with a comprehensive set of metrics to aid global brands and agencies in measuring key aspects of social media involvement, such as engagement, reach, influence and sentiments.
The various social media metrics newly introduced in the system will enable brand managers and consumer insight teams to grasp an overview of all subjects being monitored (be it their brand, competing brands or their various product lines) in the social media space and discover market leaders and laggards.
For instance, the ‘Engagement’ metric quantifies the content creation and response level of a particular subject. The number of conversations unilaterally initiated, as well as the number of relevant comments and responses are taken into account in determining their relative engagement as compared to other subjects in the entire category. Thus, a brand that pushes out boring articles methodically without garnering responses will fare very poorly on the engagement front.
Similarly, the ‘Influence’ metric measures whether conversations being made are by key opinion leaders online, thus translating to response generation and consequently readership. On the other hand, when measuring ‘Reach’, we look at how deep and wide the conversations relating to a particular subject ‘travel’ among influential channels online. A high reach score indicate the ability of a subject to spread related conversations far and wide. Last but not least, the ‘Sentiment’ index looks at the average net sentiment score of all conversations within the subject. More details on each metric can be found in Appendix A.
Commenting on the new DCMS v2.5, Eddie Chau, CEO of Brandtology said: “As brands divert their focus to social media marketing and consequently their budgets, there is a need to seek a more quantifiable manner of measuring the ROI of their activities on the social media platform. In response to feedback from our clients and partners, we have developed this new metric system for the purpose of such analysis.”
Besides the social media metrics section, the new system features five other new components such as an account profiling statistical overview, enhanced Social Media Equity charts to enable comparisons over time, conversation thread trend charts, a bookmarking feature to allow efficient workflow management and last but not least, a new chart sampling function unique to Brandtology.
By combining proprietary crawler technology to extract high volumes of relevant conversations from influential channels with trained social media analysts who recheck a portion of these conversations Brandtology is able to provide highly relevant and accurate insights. The new chart sampling feature leverages on this unique model to provide clients the option to toggle between the entire raw data set and rechecked conversations to show share of voice charts with near 100% accuracy.
“Due to the high volumes of conversations in countries with a large netizen base, such as USA and China, this chart sampling feature will allow clients the flexibility to manage and draw insights from large volumes of data but still be able to produce highly accurate charts for key categories for management reporting,” Eden Lau, Managing Director of North Asia, Brandtology, opined.
Apart from new feature, menus in the new DCMS v2.5 have also been reorganised into more intuitive sections to facilitate navigation and extraction of vital data required – namely Trends, Insights, Channels, Influencers and Social Media Equity. In addition, an FAQ section and tooltips have been added to explain the various data sections.
“With the new DCMS v2.5, we are confident of going beyond simple data collation to providing analytical insights that can integrate with strategic business processes and directly contribute to our clients’ bottom line,” added Kelly Choo, Business Development Director of Brandtology.
For more information and a demo of the new DCMS v2.5, please contact:
About Brandtology
With more than 140 staff in 12 global locations, Brandtology’s business and brand online intelligence services enable global brands to manage and glean invaluable insights from consumers’ conversations. Using proprietary technology, processes and trained professionals, Brandtology is able to provide a high degree of accuracy and relevancy in multilingual analysis, unlike any other automated monitoring tools. Astute global organisations utilise Brandtology’s intelligence in multiple functional areas such as sales, marketing, PR, media planning, customer service and product development. For more information, please visit www.brandtology.com
Appendix A – Detailed explanation of Social Media Metrics
More details on http://www.brandtology.com/blog/dcms-v2-5/
a) Engagement ( 0% – 100%)
The engagement metric quantifies the content creation and response level of a particular subject. The number of conversations unilaterally initiated, as well as the number of relevant comments and responses are taken into account in determining their relative engagement as compared to other subjects in the entire category. Thus, a brand that pushes out boring articles methodically without garnering responses will fare very poorly on the engagement front. Likewise for a brand that has low activity levels and relies on spill-over buzz from other articles which primary focus is not on them.
b) Influence ( 0 – 100)
Conversations by key opinion leaders online or what we term as influencers are gauged on their influence level. Their influence score is derived based on various parameters such as the total number of posts made and replies to their posts. The median of all influencers discussing a particular subject is then presented as the influence of that subject.
The higher the influence score, the more powerful the conversations relating to a particular subject is in terms of generating comments and consequently readership levels.
c) Reach ( 0% – 100%)
The voice of a brand may be concentrated within a few key sites or virally discussed across various influential channels online. When measuring reach, we look at how deep and wide the conversations relating to a particular subject ‘travel’ among influential channels online. A high reach score indicate the ability of a subject to spread related conversations far and wide.
d) Sentiment Index for the Subject ( -100% – 100%)
Sentiment index looks at the average net sentiment score of all conversations within the subject. This index denotes whether the average sentiment of all buzz relating to a subject is more positive or more negative.
Tags: Branding, Buzz, Channels, Competitor Intelligence, Corporate, DCMS, Digital Strategy, Event, Influencer, Insights, Marketing, PR, Regional, Reports, social media intelligence, Social Media Monitoring
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Monday, June 21st, 2010
How do I measure my Social Media influence/reach/engagement?
Ever so often, we hear this query raised by our clients and partners. As brands divert their focus to online marketing and consequently their budgets, there is a need to seek a more quantifiable manner of measuring the ROI of their activities on the social media platform. There are various metrics on our existing platform to aid in such analysis, but in response to feedback, we have decided to carve out an entire new section in our Digital Conversation Management System version 2.5.
The new system features six main new components:
1) Social Media Metrics:
Engagement
Reach
Influence
Sentiment
2) Chart sampling feature – ability to toggle between rechecked conversations and the entire data set to generate quantitative and qualitative charts
3) Account Statistical Profiling:
Buzz & Sentiments
Conversations & Voices
Channels
4) Enhanced Social Media Equity Charts – allowing tracking of Social Media Equity (a 4d chart measuring buzz, sentiment, influence) over time and across subjects
5) Conversation Trends – provision of buzz trends within a single conversation thread
6) Bookmarking – enabling users to tag individual posts for easy follow-up and data export
Menus have also been reorganised into intuitive sections to facilitate navigation and extraction of vital data required – namely Trends, Insights, Channels, Influencers and Social Media Equity. In addition, an FAQ section and tooltips have been added to explain the various data sections.
Enhanced Metrics for ROI measurement and strategic business planning
1.Social Media Metrics
The various social media metrics newly introduced in our system enables brand managers to grasp an overview of all subjects being monitored (be it their brand, competing brands or their various product lines) in the social media space and discover market leaders and laggards.
a) Engagement (0%-100%)
The engagement metric quantifies the content creation and response level of a particular subject. The number of conversations unilaterally initiated, as well as the number of relevant comments and responses are taken into account in determining their relative engagement as compared to other subjects in the entire category. Thus, a brand that pushes out boring articles methodically without garnering responses will fare very poorly on the engagement front. Likewise for a brand that has low activity levels and relies on spill-over buzz from other articles which primary focus is not on them.
b) Influence (0-100)
Conversations by key opinion leaders online or what we term as influencers are gauged on their influence level. Their influence score is derived based on various parameters such as the total number of posts made and replies to their posts. The median of all influencers discussing a particular subject is then presented as the influence of that subject.
The higher the influence score, the more powerful the conversations relating to a particular subject is in terms of generating comments and consequently readership levels.
c) Reach (0%-100%)
The voice of a brand may be concentrated within a few key sites or virally discussed across various influential channels online. When measuring reach, we look at how deep and wide the conversations relating to a particular subject ‘travel’ among influential channels online. A high reach score indicate the ability of a subject to spread related conversations far and wide.
d) Sentiment Index for the Subject (-100%-100%)
Sentiment index looks at the average net sentiment score of all conversations within the subject. This index denotes whether the average sentiment of all buzz relating to a subject is more positive or more negative.
New Charting Features for Data Accuracy
2) Chart sampling feature – ability to toggle between rechecked conversations and the entire data set to generate quantitative and qualitative charts
By having trained social media analysts re-check the automated analysis performed by our technology, Brandtology ensures an exceptionally high accuracy and relevancy level of the data set provided to our clients. However, when doing an industry wide scan of conversations on competing products and other potential interest areas, clients typically only need an overview of the share of voice of their brands. Hence, the sampling feature allows the clients to see the share of voice clearly.
Nevertheless, to differentiate between the automatically rated sentiments & buzz charts and buzz of rechecked conversations, especially for generating visual charts, we have added a feature to allow users to toggle between these 2 data sets.
Statistical Profiling of Conversations for Deeper Insights
3) Account Statistical Profiling
The new account profile section gives a quick statistical overview snapshot of all subjects being monitored in terms of a) Buzz & Sentiments, b) Conversations and Voices and c) Channels.
a) Buzz & Sentiments
This table gives a summary of the total buzz for each subject, as well as the breakdown in sentiment for each subject. The numerical statistics are also colour coded, thus allowing you to quickly identify weaknesses or strengths of all subjects monitored in terms of buzz and sentiments.
b) Conversations and Voices
This Conversation and Voices table provides a summary of the new conversations, comments, as well as active voices engaging in a given subject.
This is particularly useful for identifying popular conversations which are garnering a lot of comments/replies, as well as identifying the number of netizens contributing to the buzz. Interestingly, this would also enable clients to quickly detect ‘hot topics with numerous comments/replies but actually fuelled by a very small group of netizens. Such abnormalities would be easily picked up from this table.
c) Channels
The Channels table shows the total number of channels where conversations are taking place about each subject and further categorises them by channel type. This would help clients to identify dominant channel types for each subject and better plan their engagement/advertising efforts.
Tracking of Social Media Equity over time for brand and campaign measurement
4) Enhanced Social Media Equity Charts –allowing tracking of Social Media Equity (a 4d chart measuring buzz, sentiment, influence) over time and across subjects
The Social Media Equity chart is a 4-dimensional chart that plots the position of a specific product or service in relation to other competing brands or other products/services within the same brand.
This bubble chart is based on 4 factors – Average Sentiment, Average Influence, Buzz Share and Time. The x- and y-axes represent the average sentiment and influence respectively, with the size of the bubble indicating relative buzz share. The time factor can be adjusted to show the movement of individual bubbles along the chart over a specified time period.
The Social Media Equity chart helps to gauge relative position not just amongst competitors but also amongst a brand’s stable of products and services. This is especially useful for product development departments to track the performance of various products.
In this latest release of our DCMS, the Social Media Equity charts allow brands to track the performance of various subjects over time. In particular, this would be useful to track performance before a campaign, during a campaign and after a campaign to see if a campaign has resulted in a positive and sustained effect on a brand’s social media equity.
Deeper Conversation Thread Analysis
5) Conversation Trends – provision of buzz trends within a single conversation thread
The ability to track the buzz trends of a particular conversation thread is also a new feature in the system. This allows brands to closely monitor hotly debated threads to see how the buzz unfolds. For positive seeded word-of-mouth, a long-tail effect is ideal but for negative brand conversations, it best to observe a decline in buzz after a few days.
Bookmarking of Posts for Workflow Management and Efficient Follow-up
6) Bookmarking – enabling users to tag individual posts for easy follow-up and data export
For clients and partners who are more hands-on, a new bookmarking feature will allow them to bookmark selected posts for collation into a list for further analysis or export. This will facilitate research on specific conversation topics, or aid them in shortlisting posts which require further follow-up actions.
Try out the new DCMS v.2.5
If you are keen to see a demo session of our new DCMS, please do not hesitate to contact us via contact@brandtology.com
Tags: Channels, DCMS, Influencer, Insights, Sentiments, social media intelligence, Social Media Monitoring
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Wednesday, March 3rd, 2010
After our team spoke with Marshall Sponder last week to explain our services to him, he has very kindly published a review of our Digital Conversation Management System. His review clearly articulates our key differentiation from self serve platforms – the highly structured customisation and data verification process for each client.
“Brandtology is among the “high end”platforms …… for large companies – who require precision and structure not obtainable with self serve platforms …”
“Nothing against the self serve platforms – it’s more that once you get past the exploratory stage, a company might need to have data that is organized in a very specific way. For example, many large corporations use custom metatags to drive automation and high end features of their sites. I know IBM.com does this because I worked on aspects of it when I was part of IBM’s Web Effectiveness team a few years back. I noticed in Brandtology, aspects of their reporting that could support and work within that customization.”
” Also, Line of Business reputation monitoring by country and language is not that easy to do in self serve platform,it seems to me that when you need reporting on that level, you’re going to have a platform like Brandtology.”
“You, the client, can drill down very atomically into the data with confidence a few people have already touched the data and make sure it’s relevant to your company and brand obviously, Brandtology works closely with your Brand (hence the name) so they know what you want”
Thanks for the great review, Marshall. We especially liked your concluding line- “Brandtology has what it takes to get the job done“.
Tags: Buzz, Corporate, DCMS, Insights, Sentiments, Social Media, Social Media Monitoring
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Wednesday, January 20th, 2010
Conducted across eight Asia-Pacific markets (Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Taiwan), the second quarterly Digital Brand Index (DBI 2.0) continues to unveil insights about; the most discussed brands online, the most active channels and the subject areas that spark the most vibrant debate.
Researched during the last three months of 2009, DBI 2.0 found almost 1.5 million online technology brand mentions – double the level tracked in DBI 1.0, conducted July to September 2009. Other key findings from DBI 2.0 include:
- Mentions of large technology brands online doubled in the last quarter of 2009, reaching 1.5 million across Asia Pacific’s top 300 large technology brands, covering almost 3,800 channels and online sites.
- Twitter’s massive growth trajectory has seen it become the dominant channel for sharing news about technology brands across Asia, except in China where it is banned. For example, in India, Twitter represents over three-quarters of all online conversations tracked.
- Despite massive online buzz generated by Microsoft around Windows 7, Google continued to be the most discussed brand across the region, generating significant mentions in areas such as its Chrome and Android operating systems, and the Nexus One smart phone.
For marketers, the DBI can show a direct link between traditional marketing efforts and online conversations, and benchmark the extent to which online conversations drive marketing results. In terms of channels, the DBI shows that brands should not rely on a particular channel, but rather should engage a multi-channel, multi-message approach, that is defined by deep online intelligence insight.
Find out more about each country’s results or about DBI 1.0 (Jul -Sep 09).
Tags: Advertising, Branding, Competitor Intelligence, DCMS, Digital Brand Index, Insights, Marketing, PR, Social Media Monitoring
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Tuesday, December 29th, 2009
Often, companies jump onto the social media bandwagon excitedly and look around eagerly to see what they can do to be ‘in the game’.
The result? Twitter accounts and Facebook pages with unexciting contents that gradually fail to interest its followers after they follow/become a fan. Their so-called social media strategy has become yet another method to pump out advertising messages, sales and promotional information and an impersonal one way communication conduit.
This is definitely not wrong, but it is not a true social media strategy. Such an approach shows how a company has failed to understand the essence of social media and leverage on its power.
Social Media is about communication within a social network, and the most powerful aspect of it is the ability to spread viral messages and to enhance the trustworthiness of messages via word-of-mouth. It turns monologues into interactive dialogues and advertisements into conversations.
As with any successful initiative, planning is essential before an effective action plan can be crafted. Social Media is still a relatively new domain and consumer social media consumption habits are extremely fluid and fickle, hence it is of utmost importance to first research and listen to what’s being said online. If a strategy is based on wild guesses, or even calculated guesses, there is still a high chance (competitively disadvantageous) that there are blind spots that have been missed out. Look at the number of marketers with inactive twitter and facebook pages, as well as those who invested heavily in online advertising purely based on click rates.
To craft a successful Social Media Strategy, companies should at least incorporate the following elements:
1) Research and understand the social media interests of your target market.
This can be done through engaging social media monitoring/analytical services (like us) that provide analytical insights derived from genuine conversations online. Guesstimates are just not good enough. Companies may also complement this research with surveys, focus groups or their CRM analysis.
2) Find out where the conversations are taking place.
Gear your strategy to either be part of the community they are involved in, or provide a platform for your target market. Be seen in the right place at the right time. Establish a presence to cultivate a top of mind awareness when purchase decisions are being made.
3) Create content, organize activities and generate conversations that align with your target market’s interests
Based on observations of key conversation topics, create content and start conversations that genuinely value add to your prospects. Be a friend to them and provide them support and advice. Allow them to be the first to hear about breaking news and see how it quickly spreads in a viral manner. The quickest way to lose their trust and cause them to screen out your messages is to blindly push ‘buy-me-now’ messages. Engage and interest them, not alienate them.
4) Measure the effectiveness of your campaigns and refine them
Social Media campaigns are visible and much more measurable than PR/mass media strategies that rely on recall ability/no. of news clippings as ROI metrics. Measure and prove the ROI of your strategies to the stakeholders who control the purse strings. Make feedback a continuous, reinforcing loop that constantly enhances your strategies.
Well, I could easily go on and on about each point above and many other pointers, but I wanted to keep it succinct and digestible. To reiterate, planning is key in creating an effective social media strategy and listening is the cornerstone, the essential step that needs to be taken. As the saying goes, ‘if you fail to plan, then you plan to fail’.
Tags: Advertising, Branding, Buzz, Channels, Competitor Intelligence, DCMS, Insights, Marketing, PR, Reports, Sentiments, Social Media, Social Media Monitoring
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Tuesday, March 24th, 2009
Following on from my previous post that introduced some of DCMS’s capabilities; in this post I want to showcase the analytical capabilities that it provides. Let’s revisit our Singapore Mobile Phones example and focus on the Google Phone for the first two weeks of March 2009.
Let’s imagine that I want to study the chatter for Google phone. First thing on my mind would be, how is its buzz and sentiment? The Story Line chart in DCMS provides an overlay of two charts; the buzz and the sentiment. You can see this in the chart below, where the bars are associated with the axis on the left and the sentiment line is associated with the axis on the right. With sentiments the DCMS scores it in the range from -100 (most negative) to 100 (most positive). For this two week period, there is a slight decrease in the buzz towards the end with slightly negative sentiments.
The next two charts below reflect the trend of both the buzz and the sentiment. Here we are displaying the actual values and the 10-days moving average. In both cases, you can observe that the trend is moving towards less buzz and becoming more negative.
Next thing on my mind now, is to compare against other brands. How does the Google Phone compare with Apple iPhone, Nokia and Samsung? The charts below plot comparisons between Google Phone, Apple iPhone, Nokia and Samsung; one for buzz and the other for sentiments. This is very useful to make intuitive comparisons.
The above charts show separate features that are based on buzz and sentiments but we have several properties such as influence, sentiment and buzz. What about combining them? Now, based on all these three properties, how does Google Phone compare against the others? The next chart below is what we call the Social Media Equity Chart. It uses the three mentioned properties and lays it on the chart to give you and intuitive indication of where your product/brand stand. Where you want your product/brand to be, is on the top right as possible with the biggest bubble. This is because, moving upwards give you an indication that more influential people are making posts, moving right gives you an indication that posts are more positive and the size of the bubble is indicative of more buzz.
So far, I’ve mentioned mostly about buzz and sentiment, making comparisons and the like. Now, what if I want to do some advertising on a forum. Where should I put it? And ensure that its the most relevant. In DCMS with have a chart that shows you the top 10 buzziest channels. This is illustrated below. Not only do we show you the buzz but also the sentiment of the buzz in that individual channel. This will allow you to find suitable target channels to advertise where there is more chatter, at the same time you have an indication if the forumers are for or against you.
To further aid the case of advertising at the right channel. The chart on top 10 channels with the most number of unique voices would come in very handy. This chart will indicate to you the number of forumers that have generated your buzz. The difference here is that we are talking about the unique voice/person. So you have an indication that you can reach that estimated number of voices within the channel if you choose to advertise there.
While we are on the topic of voices, what if you want to know specifically who are making up your buzz count; voices that are making posts about your product/brand. This information is also available in DCMS. The data grid below shows you how you can uniquely identify the voice, his influence, as an author or commenter, the channel he is found, the number of posts, on average his sentiment and also list out all his posts that was made.
In addition to all the charting capabilities, DCMS offers a lot of transparency to the information that is used. In almost all of our charts, you can go right down to the posts that was used, to even the actual details of the posts that includes the thread for context. With every post, we also include a reference to the original source with a URL link.
In summary, I’ve gone through several of the analytic features that DCMS have to offer. I hope it gives you a much better insight into how it can aid in your analytical processes. If you have any further question, always feel free to drop me a note or leave a comment. For one of my upcoming blog entries, I will do a case study on the performance of mobile phone brands in Singapore to look at how much buzz they generate and how’s their online sentiment like.
Stay tuned for more.
Cheers!
Dr. Alvin Chan
Co-Founder and Vice President for R&D
Tags: Competitor Intelligence, Corporate, DCMS, Digital Strategy, Reports, Sentiments, Social Media Monitoring
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