How to avoid being a BIG DATA ZOMBIE

How to avoid being a BIG DATA ZOMBIE

www.brandwatch.com |: @brandwatch | Tel: +44 (0)1273 234 290

© 2012 Brandwatch | www.brandwatch.com 2

Brandwatch in 1 slide

Session structure

© 2012 Brandwatch | www.brandwatch.com

• Introduction – evaluating your reporting

• Workshop – approaching analysis

• Summary – relevant data not big data

4

Introduction


5© 2012 Brandwatch | www.brandwatch.com

When was the last time you updated your reporting?


Do your metrics match your objectives?


What have you done as a result of reporting insights?

© 2012 Brandwatch | www.brandwatch.com 8

Workshop

iStrategy Zombie Data workshop


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


01 Nov 1203 Nov 12

05 Nov 1207 Nov 12

09 Nov 1211 Nov 12

13 Nov 1215 Nov 12

17 Nov 1219 Nov 12

21 Nov 120

1,000

2,000

3,000

4,000

5,000

6,000

Men

tions

per

day

of M

&S

Advert first broadcast

Question Your answer

What does the chart tell you? Mentions rose after advert was launched, then declinedWhat 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

50 = Useful data5 = Zombie slide

A2: Topic cloud of social media webpages that mentions the M&S advert


Question Your answerWhat does the chart tell you? People talked on social media about M&S advertsWhat objective does this help to measure? Campaign Awareness and reason why


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


0

10

20

30

40

50

60

70Most used hashtags

Twee

ts

@annefoxycoxy303 RTs, 804k followers

“ It'll be here before we know it RT @GemmaAnneStyles: Always enjoy a good M&S advert. Bit early for Christmas but I'll let it slide. ”

Most retweeted tweet

@carolineplayle (‘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


What does the chart tell you? Hashtags were quite well used but a wide spreadWhat objective does this help to measure? Engagement with campaignWhat 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

https://twitter.com/AnneFoxyCoxy/statuses/266280720530542592

https://twitter.com/AnneFoxyCoxy/statuses/266280720530542592

http://twitter.com/GemmaAnneStyles

http://twitter.com/GemmaAnneStyles

http://twitter.com/carolineplayle/statuses/266813404709277696

http://twitter.com/carolineplayle/statuses/266813404709277696

B1: Number of social media web pages (tweets, blogs, forums, etc) that mention M&S


01 Nov 1203 Nov 12

05 Nov 1207 Nov 12

09 Nov 1211 Nov 12

13 Nov 1215 Nov 12

17 Nov 1219 Nov 12

21 Nov 120

1,000

2,000

3,000

4,000

5,000

6,000

Men

tions

per

day

of M

&S

Advert first broadcastM&S announce 10% fall in profits


What does the chart tell you?

What objective does this help to measure?


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


TWITTER@freyamulderrig

FACEBOOKSally Hewerdine

FORUMAdifferentopinion.net

TWITTER@caroline_s

“ 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 star @carolineplayle - M&S TV advert to feature disabled boy Seb White bit.ly/tt.34687 via @Independent”

“ 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)

Question Your answerWhat does the chart tell you?




http://twitter.com/freyamulderrig/statuses/270633046821187585

http://twitter.com/freyamulderrig/statuses/270633046821187585

http://www.facebook.com/permalink.php?story_fbid=10151308245079715&id=675759714

http://www.facebook.com/permalink.php?story_fbid=10151308245079715&id=675759714

http://www.adifferentopinion.net/forum/showthread.php?tid=3596

https://twitter.com/Caroline_S/statuses/265471045690093569

https://twitter.com/Caroline_S/statuses/265471045690093569

https://twitter.com/carolineplayle

https://twitter.com/carolineplayle

https://twitter.com/Independent

B3. Number of social media webpages that mention the adverts of 5 different UK retailers


John Lewis Asda Marks and Spencer Waitrose Littlewoods0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000





Zombie Score (0-5)

B4. Number of tweets about adverts of 5 UK retailers and potential reach of those tweets


John Lewis

Asda Marks and Spencer

Waitrose Little-woods

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Twee

ts

John

Lewis

Asda

Marks

and S

penc

er

Waitros

e

Little

woods

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

Pote

ntia

l rea

ch(to

tal f

ollo

wer

s)Question Your answerWhat does the chart tell you?




Zombie Score (0-5)

B5. Ratio of positive/negative mentions about adverts for 5 UK retailers using auto sentiment


Asda John Lewis Littlewoods Marks and Spencer

Waitrose0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

PositiveNegative





Zombie Score (0-5)

C1. Summary of how promoting adverts worked on Twitter, YouTube and Facebook


AdvertTwitter YouTube Facebook

Re-tweets

Favour-ites Views Comments Likes Dislikes Page

likesVideo post comments

Video post likes

Asda n/a n/a 126k 0 311 433 555k No post No post

John Lewis 555 105 1,878k 1,631 9,966 304 543k 2,401 553

Littlewoods 2 0 7k 9 9 1 141k 14 5

Marks and Spencer 30 3 177k disabled disabled disabled 917k 669 91

Waitrose 31 2 88k 14 39 9 n/a n/a n/a





Zombie Score (0-5)

C2. Comments on video when posted on Facebook






Zombie Score (0-5)

John Lewis 2012 Xmas ad

Marks and Spencer 2012 Xmas Ads

Littlewoods 2012 Xmas Ad

Typical Social Brand Video*

Marks and Spencer 2010 Xmas Ads

0

500

1000

1500

2000

2500

3000

2401

669

14 10 67

* Based on 250 companies that entered the 2012 Social Brands Top 100 awards run by Headstream and Brandwatch

D1. Your turn…


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. <Insert title>


Zombie Score (0-5)

O

22

Summary



‘BIG’ DATA?


SIZE ISN’T THE ONLY THING THAT MATTERS

* SORRY.

*


BIG = RELEVANT


“…data helps us answer questions; big data also helps us conceive new questions.”*

Philip Sheldrake, Euler Partners, and author ‘The Business of Influence’

How to avoid being a BIG DATA ZOMBIE

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