Posts Tagged ‘Sentiments’
Tuesday, September 28th, 2010
Social Media has been a very powerful and influential medium for companies and officials to understand people who voice out their concerns. This has helped companies and governments to have a closer relationship with the citizens and to reach out to them to promote their products, without any hassle, and of course, for free. One example would be the Twitter account that was opened by President Barack Obama’s commissaries. This tool has greatly helped him hear the people’s concerns and what they would expect from the President of the United States. However, despite its easy reach and convenience for the company or to the people maximizing social media’s capabilities, this could also bring destructive results in a click.
Two companies share their experience on how Social Media has ruined their brand’s reputation and how they were able to retrieve their position and repair their scarred brand name:
Ann Taylor is one of the biggest clothing chains in the United States. LOFT, one of the brands Ann Taylor Inc. owned, received great criticisms only because of pictures of their collection that was posted on their Facebook page. Netizens commented that the trousers worn by the 5’10” tall, stick-thin model would not look as good to those who have a heavier or shorter size.
This February, a director named Kevin Smith was kicked off the flight on Southwest Airlines from San Francisco to Los Angeles because of the reason that he was “too fat”. Apparently, he failed the armrest test and was required to purchase another extra seat to be able to fit into the airline’s seat. Since there were no extra seats available for such flight, he was asked to get off the plane but was offered a $100 voucher because of the incident. However, Mr. Smith was quite unhappy and not content with the offer. With a fan base of almost 1 million in Twitter, he voiced out his concern and the seemingly unjust treatment he received from the airline company. This started a vast outrage and social media was instantly filled with reposts and negative sentiments towards the incident.
Even though these incident with social media left a big mark that could not be removed on the brand’s reputation, they did learn a thing or two from the incident and was alert in resolving the mistake that they have caused. Here are the ways that they were able to regain the people’s fancy for their brand:
After LOFT’s photo fiasco on Facebook, Ann Taylor Inc. immediately took down the photos and replaced it with their own staff wearing the same trousers worn by the model. They clearly sent the message that “real women” can wear the same pants whatever size or height they may have. Through such action, the company proved that they are open to suggestions and criticisms and they are willing to correct their mistakes for their customers.
Southwest airlines held a strong image to the netizens after the incident of Kevin Smith. Despite the constant tweets done by the director, Southwest Airlines analyzed the problem they had before resolving the issue at hand. They released a statement regarding the issue, apologized to Kevin Smith for the damage that was caused and even offered a refund.
Social media, whether one likes it or not, greatly affects those brands which use it as a tool for their advertisements and services. It should not be expected that all sentiments towards the products would be generally positive which is why companies should not be dismayed when negative comments arise. This is more of a learning lesson for them to be more alert of the control of social media to destroy a brand if no proper action has been taken.
Source: http://mashable.com/2010/08/30/social-media-attacks-brand/
Tags: Branding, Insights, Sentiments, Social Media, Twitter
Posted in Blog | No Comments »
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
Posted in Blog | No Comments »
Tuesday, April 6th, 2010
I recently read on Nathan Gilliatt’s blog (great blog!) about the “The Importance of the Analyst” and felt compelled to leave a comment to add to the conversation and also to write this short post to share. An analyst (whether internally from the client, from the agency/consultant or from the service provider) has to have the right tools and skills to extract the relevant insights from the mountain of data.
They would probably have to deal with the following:
- To determine relevancy of conversations (e.g. a “card” mentioned in the finance context might mean credit card but a “card” mentioned in an IT hardware context might mean “video or sound card”)
- To determine sarcastic posts, e.g. “Great 3G phone that has 30min battery life!”
- To configure, maintain and train the system. The usual saying of “rubbish in, rubbish out”. The analyst has to make sure that the keywords and other parameters are well configured to suit the intended goal of the listening process.
Not an easy task in any measure (no pun intended). The complication piles up when the client has to deal with multiple languages, geographic locations, local nuances, etc.
Whoever is looking for a truly global/regional solution has to consider these questions and to determine if there are these resources in place before committing into any “social media strategy” in the long run.
Kelly Choo
Co-founder & Product Development Director
Tags: Sentiments, social media intelligence
Posted in Blog | No Comments »
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
Posted in Blog | No Comments »
Tuesday, February 9th, 2010
Social Media is not an up and coming fad, it has already become an integral part of the new way businesses are being run and brands are being managed. Information, reviews, grouses are now broadcasted globally with a few mouseclicks, especially on Web 2.0 platforms. And these written comments do not go away unlike verbal grumblings from your best pal, they stay online forever and are seen again and again by would-be customers searching for product/service reviews. The infinite volume of conversations (think twitter) and gazillion sites on the Internet makes it impossible for anyone to track such comments efficiently in a timely manner.
That’s why its increasingly important to enlist the help of social media monitoring and measurement services to monitor, analyse and inform you of online brand threats and opportunities in a timely manner. However, data/intelligence by itself is of little use unless something is done with it.
We have put together a table on some actionable insights you can derive from listening online:
We would love your comments on our list and we welcome new suggestions.
Tags: Advertising, Branding, Insights, Marketing, PR, Sentiments, Social Media Monitoring
Posted in Blog | No Comments »
Tuesday, February 9th, 2010
Social Media is not an up and coming fad, it has already become an integral part of the new way businesses are being run and brands are being managed. Information, reviews, grouses are now broadcasted globally with a few mouseclicks, especially on Web 2.0 platforms. And these written comments do not go away unlike verbal grumblings from your best pal, they stay online forever and are seen again and again by would-be customers searching for product/service reviews. The infinite volume of conversations (think twitter) and gazillion sites on the Internet makes it impossible for anyone to track such comments efficiently in a timely manner.
That’s why its increasingly important to enlist the help of social media monitoring and measurement services to monitor, analyse and inform you of online brand threats and opportunities in a timely manner. However, data/intelligence by itself is of little use unless something is done with it.
We have put together a table on some actionable insights you can derive from listening online:
| What you can learn about by listening online |
How you can use these actionable insights |
| Complaints |
- Effect service recovery efforts in a timely manner to neutralize criticism
- Contain and control the negativity to prevent it from snowballing
- Demonstrate excellent customer service |
| Compliments |
- Store and showcase it as testimonial to your services
- Reward customers to encourage further positive sentiments |
| Key opinion leaders |
- Know who they are and make sure they are on your side
- Reach out and befriend them with product trials, samples |
| Related interests |
- Unveil endless potential for bundling products to enhance your value offering
- Find out which of your retail partners is performing/underperforming |
| Need recognition |
- Discover new consumer needs which you can fulfill before any of your competitors
- Use as inputs to your innovation and product development process |
| Competitor intelligence |
- Find out what your competitors’ customers dislike and play that up as your positive trait
- Stay up to date about your competitors’ digital activities online
-Get to their potential sales leads before they do |
| Buzz / sentiment trends |
- Measure the ROI of your campaigns and optimize your campaign to maximize ROI
- Detect dips in sentiments or spikes in buzz and zoom in to examine the causes |
| Top sites with the most conversations |
- Channel your efforts into the top sites and focus your digital advertising efforts in the sites with the most relevant chatter, not the most hits.
- Monitor how the sentiments in the top channels change before and after your campaign/marketing efforts
- Partner these sites and/or even send in customer service reps/community managers on these sites to answer queries on your brand/products |
Tags: Buzz, Competitor Intelligence, Insights, Sentiments, Social Media
Posted in Blog | No Comments »
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
Posted in Blog | No Comments »
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
Posted in Blog | No Comments »
Saturday, March 21st, 2009
Ever used the Internet to do your research for making your next purchase? I would say most of us do. It could either be looking for a new phone or checking out what the latest gadgets have to offer. This is just two of the typical scenarios that as consumers is where we would normally want more information. The question then, is how do we look for for it? There is typically, Google Search of course! Yes, most of us would just rely on Google’s returned results and start from there. For the more hardcore folks, there are known forums that contain enthusiastic forumers that will do reviews, share complaints, questions and answers and so on. These forums offer a lot more insight into various good as well as the bad from real users.
From a company’s perspective, wouldn’t you want to know where all this information is residing? You would want to protect your brand or get some immediate feedback on your product. Wouldn’t you want to know if your investment in all that marketing and advertising paid off? To do so, you would probably need to go through the same process of finding the information manually, using search engines or browsing through known forums. This will take a lot of time and effort, and I mean a lot! To consolidate all the information manually will become very tedious and cumbersome; not to mention how often you do it to ensure that everything is up to date? It will be an uphill task without help.
Now, allow me to demonstrate how Brandtology’s Digital Conversation Management System (DCMS) can help. Let’s look at a scenario where as a corporate personnel of company ABC and I’m interested to gauge the online buzz/chatter for the Google phone in the Singapore. For illustration purposes, in this example I’ve identified over 80 channels in Singapore that relates to the mobile phone industry, where their sites include: ChannelNewsAsia, GameAxis, Hardwarezone Forum, SGClub, SgForums, SingaporeBikes, Stomp, Electric Newpaper, VR-Zone and YoungNTUC.
Focusing on the month of February 2009, the chart from DCMS below illustrates an overview of the various subjects that I am looking at. Apple iPhone came up top with the highest buzz at 1796 posts and Nokia in second at about 568 posts with Google Phone at 514 posts. The colors in the chart depict the sentiment ratings, for example with Google Phone, it had 218 very positive, 30 positive, 213 neutral, 11 negative and 42 very negative posts. (Light Green = Very Positive, Dark Green = Positive, Blue = Neutral, Orange = Negative and Red = Very Negative).
Next, we would want to know generally what is the online chatter about. With our focus on Google Phone, from the Buzz Cluster in DCMS we observe the following.
The green colors reflect a positive sentiment towards those phrases mentioned. Light green represents very positive and the darker green represents positive. The size of the font represents the frequency; the bigger the font the more frequent its being mentioned. Some of the key phrases give you clues into the posts. For example “SingTel HTC Dream”, “Better than iPhone”, etc.
Next, let’s look at the Buzz in February for the Google Phone. A reference point to note here is that Channel News Asia featured an article that SingTel was bringing the Google Phone to Singapore on the 20th Feb. It is obvious that the chatter or buzz on the online media space has increased on the 20th and hit a high of 47 for the 21st Feb. This shows a correlation between the announcement and sparking off interest amongst the online forumers. The benefit of this Buzz chart is that you can use it to gauge if an event or announcement is successful at generating buzz amongst online media users.
The ability to determine the buzz only gives you an overall picture in its totality. That may be enough for some, but what if you want to drill down into its details? The next chart below illustrates how DCMS can breakdown where the buzz come from. From here you can see that the channel with the most buzz is from Hardwarezone’s forum “Smart PDA, PDA phones and GPS SIG” followed by “Eat Drink Man Women”. The intelligence you get here can be used for targeted advertising; choosing the channels that has the most relevant buzz.
So far, I’ve mentioned about buzz, how about the number of bloggers/forumers? You may have a lot of buzz, but it could just be from one or two bloggers. At times, you may want to know the number of unique bloggers that have mentioned your product or brand. This is where you can gauge the “viral growth” or spread in online media. The diagram below is DCMS’s Voice Growth chart. It shows the number of unique new voices for each day and the cumulative number of voices over the February time period. Like the Buzz chart, you can see that there was a significant number of new voices that grew from the 20th to the 22th after the announcement from SingTel on the 20th. If the announcement was actually a promotional event, this is a very good indicator to determine its success in spreading the word.
In summary, I’ve shown you briefly several features of DCMS’s capabilities and I hope it gives you an insight on how it can help you. For my next blog entry I’ll demonstrate further its analytical capabilities and how it provides transparency in the online media information we gather.
Stay tuned for more updates.
Cheers!
Dr. Alvin Chan
Co-Founder and Vice President for R&D
Tags: Buzz, Channels, Corporate, DCMS, Digital Strategy, Reports, Sentiments, Social Media Monitoring
Posted in Blog | No Comments »
|
|
| |
|
Find out how Social Media Intelligence can help your Business and Brand
|
 |
|
|
|
