1. Making Sense Of Buzz
Ciarán Norris, Head of Social Marketing

2. What I’ll cover today
• Intro
•Why?
• How
– Noise
– Sentiment
– Topics
– Where
– Who
7/21/2010

3. Intro
Mindshare: making all media social by
creating ideas people love to share
7/21/2010

4. Types Of Social Marketing
TARGETS MINIMISES LEVERAGES
PASSIONS PAIN PRAISE

6. Outputs
Listening &
Learning
Connecting Inspiring
7/21/2010

7. Why?
“Numbers mean nothing without context”
7/21/2010 Luis Argerich on flickr

8. How?
i.e. NYT.com Interactive Results
Dashboard
TNS Cymfony
Natural
Language
Processing
Engine
Grammatical
Analysis
Expert Human
Analysis
i.e. Facebook
7/21/2010

9. How?
1. Noise 3. Topics 5. Who
2. 4. Where
Sentiment
7/21/2010

10. Noise
Stuart Frisby on flickr

11. Noise
Benchmark; assess media impact
7/21/2010

12. Sentiment
7/21/2010 Stuart Caie on flickr

13. Sentiment
Brand health; early warning
7/21/2010

14. Topics
Stewart Butterfield on flickr

15. Topics
ATL effectiveness; search
7/21/2010

16. Where?
Manitoba Historical Maps on flickr

17. Where?
Sponsorship; creative
7/21/2010

18. Who?
Jamiesrabbits on Flickr

19. Who?
PR; media plan
7/21/2010

20. ciaran.norris@mindshareworld.com
vistamommy on flickr