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How to avoid being a BIG DATA ZOMBIE | Tel: +44 (0)
© 2012 Brandwatch | Brandwatch in 1 slide
Session structure © 2012 Brandwatch | Introduction – evaluating your reporting Workshop – approaching analysis Summary – relevant data not big data
Introduction © 2012 Brandwatch |
5 When was the last time you updated your reporting?
© 2012 Brandwatch | Do your metrics match your objectives ?
© 2012 Brandwatch | What have you done as a result of reporting insights ?
© 2012 Brandwatch | Workshop
iStrategy Zombie Data workshop © 2012 Brandwatch | Objective of next 30 minutes is to explore some big data about the social media impact of M&S 2012 Christmas advert This is big data: 10,000+ data points in 3 weeks with lots of associated data (location of sender, time of day, language used, response/retweets, etc) Imagine you are a Marketing Executive in M&S and you are trying to assess whether the TV campaign is working, what to tweak/change and what lessons to learn Objective is not to judge M&S Xmas campaign. (They are not a client and all data is available publicly - although you’d need to a tool like Brandwatch to collect and make sense of it)
A1: Number of social media web pages (tweets, blogs, forums, etc) that mention M&S © 2012 Brandwatch | Advert first broadcast QuestionYour answer What does the chart tell you? Mentions rose after advert was launched, then declined What objective does this help to measure? Campaign Awareness What action could you take based on this data? Not much What would make it better? Some context, work out how much of overall volume is about advert, did it link to sales, how well did we expect it to do, etc, etc Zombie Score 5 0 = Useful data 5 = Zombie slide
A2: Topic cloud of social media webpages that mentions the M&S advert © 2012 Brandwatch | QuestionYour answer What does the chart tell you? People talked on social media about M&S adverts What objective does this help to measure? Campaign Awareness and reason why What action could you take based on this data? Investigate angle of Down’s Syndrome, GemmaAnneStyles What would make it better? Get rid of the mentions of M&S/adverts/Xmas and get more topics in this + have it coloured by sentiment + have verbatim / explanation of main points Zombie Score (0-5) 4
A3: Most used twitter hashtags associated with M&S adverts © 2012 Brandwatch | 303 RTs, 804k followers “It'll be here before we know it Always enjoy a good M&S advert. Bit early for Christmas but I'll let it slide. Most retweeted tweet (‘Seb’s Mum’) 60 (M&S ad) tweets, 605 followers “M&S in store mag is out today! Not just Christmassy, Seb is in it and it earned him his place in the TV Ad! A little piece of BIG history! X ” Most prolific tweeter QuestionYour answer What does the chart tell you? Hashtags were quite well used but a wide spread What objective does this help to measure? Engagement with campaign What action could you take based on this data? Campaign using hashtags or respond to some hashtags What would make it better? More holistic view of engagement (rather than focus on just twitter hashtags) Zombie Score (0-5) 3
B1: Number of social media web pages (tweets, blogs, forums, etc) that mention M&S © 2012 Brandwatch | Advert first broadcast M&S announce 10% fall in profits QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? Social Competition ended Increased showing of ads Zombie Score (0-5)
B2: Example mentions of Seb White within the M&S advert © 2012 Brandwatch | FACEBOOK Sally Hewerdine FORUM Adifferentopinion.net “I'm well happy m&s have a child with Down's syndrome modelling their clothes awwwww he's so sweet” “LOVE this! You're a - M&S TV advert to feature disabled boy Seb White bit.ly/tt via “So chuffed and proud of M&S, they have ditched the usual celebrities for their 'Christmas Advertising' and have chosen regular kids, including a staring role for a gorgeous little boy with Downs Syndrome. Brilliant, will definitely be buying some Crimbo presents from their store now... ” “Good on M&S for putting Seb RIGHT in the public face. A lot of people had their cloised minds opened with the Para-Olympics. Seb can play his part too! ” Zombie Score (0-5) QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better?
B3. Number of social media webpages that mention the adverts of 5 different UK retailers © 2012 Brandwatch | QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? Zombie Score (0-5)
B4. Number of tweets about adverts of 5 UK retailers and potential reach of those tweets © 2012 Brandwatch | QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? Zombie Score (0-5)
B5. Ratio of positive/negative mentions about adverts for 5 UK retailers using auto sentiment © 2012 Brandwatch | QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? Zombie Score (0-5)
C1. Summary of how promoting adverts worked on Twitter, YouTube and Facebook © 2012 Brandwatch | Advert TwitterYouTubeFacebook Re- tweets Favour -ites ViewsCommentsLikesDislikes Page likes Video post comments Video post likes Asda n/a 126k kNo post John Lewis ,878k1,6319, k2, Littlewoods 207k991141k145 Marks and Spencer kdisabled 917k66991 Waitrose 31288k14399 n/a QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? Zombie Score (0-5)
C2. Comments on video when posted on Facebook © 2012 Brandwatch | QuestionYour answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? Zombie Score (0-5) * Based on 250 companies that entered the 2012 Social Brands Top 100 awards run by Headstream and Brandwatch
D1. Your turn… © 2012 Brandwatch | Please use the next slide to draw your perfect chart M&S chart (free of zombie-insight) Here are some examples of the information it could include: Include other sales: e.g., ad spend, website visits, store visits, panel data, etc Get more verbatim and top mentions (e.g., by celebrities) More demographics on who talked about the adverts More detail on what aspects of the advert people liked More detailed historic comparison with previous Christmas’
D2. © 2012 Brandwatch | Zombie Score (0-5) O
Summary © 2012 Brandwatch |
© 2012 Brandwatch | ‘BIG’ DATA?
© 2012 Brandwatch | SIZE ISN’T THE ONLY THING THAT MATTERS * SORRY. *
© 2012 Brandwatch | BIG = RELEVANT
© 2012 Brandwatch | “…data helps us answer questions; big data also helps us conceive new questions.”* Philip Sheldrake, Euler Partners, and author ‘The Business of Influence’
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