This document discusses how to measure the impact of PR and social media strategies through assessing "buzz". It outlines how buzz analytics can provide immediate metrics to track brand awareness, mind share, sales revenue, and brand value over time. Buzz drives brand volatility and value, and correlates with market share for brands, sports teams, political candidates, and other measures. Buzz analytics tools like Google Trends allow tracking buzz online to assess popularity trends.

1. Measuring Buzz: How to Assess the Impact
of Your PR and Social Media Strategies
Dr. Jerald L. Feinstein,
Dean, Strayer University
Cherry Hill, New Jersey Campus
(856) 482-4210 Jerald.Feinstein@Strayer.edu
www.strayer.edu
and
Founding Partner
Buzz Analytics
www.BuzzAnalytics.com

2. It Takes Time to Assess Advertising Impact . . . But You
Need Immediate Numbers the Next Day!
Expands
Market Share
Creates Awareness
$$$...
Media Event
or Builds
Sales Revenue
Ad Campaign Mind Share
Generates Buzz
$$$... Increases
$$$... Brand Value
Asset on
Your Ad Agency Balance Sheet
• Immediately Available
Day After Event Delay of Months or More
• Brand Dashboards
• Track Daily

3. “Buzz” Drives Brand Volatility and Value
From Buzz to Mind Share to Sales and Brand Value
For Top Hip-Hop Artists
Mind Share Calculated as Market Share of Buzz - - Individual Buzz / Total Buzz
Tupac
Shakur
Normalized Buzz
Eminem
Dr. Dre
=
Brand Value
Snoop Dog
Notorious
2000 2002 B.I.G. 2000 2001 2002 2003
Absolute Internet Buzz Relative Mind Share Brand Value ($)
and Buzz

4. Employing On-Line Opinion Measurement to Assess
Brand Popularity By Nation and Language
US English
250 250
200 200
Spain 150
France 150
Russian Spanish
100
100
Google 50
50
MSN
0
0 ASK
Yahoo
UK Japan
Greek Italian
India China Chinese

5. Internet Mind Share for Soft Drinks
RC-Cola 7 - Up
Jolt Cola
Coca-Cola
Pepsi-Cola
Mind Share Calculated as Individual Brand Buzz Divided by Total Buzz for All Brands

6. “Buzz” Drives Brand Volatility and Value
Mind Share Correlates with Brand Value and
Forecasts Market Share for Sports Teams
Hundreds
New York Yankees
Dallas Cowboys
Los Angeles Lakers
New York Knicks
Washington
Redskins
New York Giants
2000 2001 2002 2003
Brand Dashboard Showing Relative Mind
Share as % of Leader

7. Daily Buzz on Osama Bin Laden Before and After 9/11
Tracking Buzz on Osama Bin Laden
1
0.5
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
September 2001
Time in Days

8. Employed to Track and Forecast Popularity of Political Candidates in
Past Presidential Primaries and the National Campaign for President
Candidates in the Democratic National George Bush vs. John Kerry in the
Primaries in the Months Leading Up Campaign for President in the
To Primary Night Months Leading Up to Election Night

9. How You Can Get Started Now
With Google Trends . . . How It
Works