Netbase AMA Sentiment Analysis Presentation
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Marketers can’t stop talking about social media, but how many understand how it can help them meet critical business objectives? Or what tools are available to analyze social media, how they compare, and which one is best suited for market research and brand managers? This NetBase presentation will teach you: How social media impacts your sales funnel. Why understanding specific customer themes is important. How to quantify conversations and get actionable insights that strengthen your brand. How to use social analytics tools to efficiently get valuable competitive insights.
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Netbase AMA Sentiment Analysis Presentation
- 1. Today’s Speakers Stephen Rappaport Knowledge Solutions Director, The ARF Author: Listen First! Dave Evans Author: Social Media Marketing Lisa Joy Rosner CMO, NetBase Eliska Johnson Global Project Consultant Knowledge & Insights
- 3. Dave Evans Author: Social Media Marketing Twitter: @evansdave Blog: ReadThis.com
- 5. Engagement on the Social Web Advocacy Collaboration Consumption
- 9. The Impact of Conversations consumer-generated (Think “megaphone”) marketer-generated (Think “funnel”) word-of-mouth conversion impact use form opinion talk be aware consider buy
- 14. Stephen Rappaport Knowledge Solutions Director, The ARF Author: Listen First! Twitter: @steverappaport Blog: listenfirst.thearf.org
- 15. Listening is … The study of naturally occurring signals conversations, behaviors and biometrics That may, or may not, be guided To bring the voice of people’s lives into the brand What people say, do and feel Emotions, mindsets, cultures Not just online sources Interdisciplinary
- 16. Two Ways to Think About Brands Creates Competitive Advantage Source: http://www.senseandrespond.com/?page_id=7
- 17. Gain Competitive Edge through Signal Advantage The ability to capture, interpret and act upon signals from rich and dynamic data Advantage therefore accrues to companies that can focus on the right information , extract the relevant signals , process them rapidly, and modulate their organization’s behavior accordingly.
- 18. Signal Advantage Will Shift Research Investments Innovation Sense/Respond Evaluation
- 19. Market Research Will Deliver More Value Market research as “order takers” Market research as strategic foresight organization Traditional Market Research Business Contributors Strategic Insights Organization Insights as a Competitive Advantage 1 2 3 4 90% of benchmarked companies are clustered in bucket one and two
- 27. Eliska Johnson Global Project Consultant Knowledge and Insights [email_address]
- 28. Social Media in Action
- 29. How Do We Use NetBase for Social Research? | Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide. Trends Buzz/Sentiment Brand Passion/ Engagement Tracking Confirmational Insights New Insights Intensity Measuring
- 32. What are Consumers Saying Online? I prefer Coke Zero because it feels like I'm doing something moderately healthy with my diet even though I've heard horror stories about aspartame. Nothing is better than Coke Zero. I can remember the first time I ever had one at some dumpy gas station. It's like a bottle full of AWESOME . My husband drinks a lot of Coke Zero too, mainly because he watches his weight very meticulously. I switched from Coke to Coke Zero mainly because I like the taste of Coke Zero better. I also went with Coke Zero over regular Coke since that was another easy 200-300 calorie saving . I drink Coke Zero because of the taste . Then I drink Coke Zero 'cause it wakes me up more than coffee, and in about twenty minutes or less, I'm at work, miserable but determined . Coke Zero is pretty gross . Coke zero is just bland . Cherry Coke Zero tastes GREAT . Pepsi Max and Coke Zero are pretty similarly disgusting to me Somebody tell me what chemical I don't have a taste for. Coca Cola Zero, Fanta Zero, Sprite Zero etc the taste is so disgusting I can only express it fully in my native language and it isn't much healthier anyway, they just replaced the sugar with the sweetener aspartame . Secondly Coke Zero is GROSS . Coke Zero is an impossibly bad product.
- 33. Top Sites for Discussion about Coke Zero
- 34. And Now…A Word From Our Sponsor Email: [email_address] for your free chart! First 50 That Qualify
- 36. Join Us For 11 for ‘11 Managing the Mess: 11 Tools To Manage Social Media Wednesday, March 16, 2011 11:00 am/PT
Notas del editor
- Ladder: Consumption (reading an ad) Curation (rating someone’s photo) Creating (posting your own video or blog entry) Collaboration (working with other members of your social network.) Collaboration builds long-term stcikiness, leads to trial, purchase and experience-based advocacy for the brand, product or service.
- American Express created OPEN Forum, a place where members can talk TO EACH OTHER.
- Boingo is always watching Twitter – can spot problems quickly. Customers feel attached as a result and engage socially with the brand.
- But in the Information Age, peripheral vision investments become especially important because they can: extend the number and types of signals we are able to sense. nurture an ability to transform new signals into meaning, rather than dismiss them as meaningless noise. Individuals must become adept at changing their local context appropriately, and organisational leaders must become skilled at continually adapting the global enterprise context (what are we here to achieve, what are the boundaries on acceptable behaviour, and how do we relate to one another). They cannot do this if they are not exposed to the new signals that first emerge on the periphery. enable role-specific managing-by-wire support, which makes possible order of magnitude decreases in sense-and-respond cycle time by key decision-makers.
- Grounded theory: the first step is data collection, through a variety of methods. From the data collected, the key points are marked with a series of codes , which are extracted from the text. The codes are grouped into similar concepts in order to make them more workable. From these concepts, categories are formed, which are the basis for the creation of a theory , or a reverse engineered hypothesis. This contradicts the traditional model of research, where the researcher chooses a theoretical framework, and only then applies this model to the studied phenomenon