Jerald Feinstein, Buzz Analytics
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Dr. Jerald L. Feinstein, Dean, Strayer University Cherry Hill, New Jersey Campus (856) 482-4210 [email protected] www.strayer.edu and Founding Partner Buzz Analytics www.BuzzAnalytics.com Measuring Buzz: How to Assess the Impact of Your PR and Social Media Strategies
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Transcript of Jerald Feinstein, Buzz Analytics
Dr. Jerald L. Feinstein,Dean, Strayer University
Cherry Hill, New Jersey Campus(856) 482-4210 [email protected]
www.strayer.edu
and
Founding PartnerBuzz Analytics
www.BuzzAnalytics.com
Measuring Buzz: How to Assess the Impactof Your PR and Social Media Strategies
It Takes Time to Assess Advertising Impact . . . But YouNeed Immediate Numbers the Next Day!
Media Eventor
Ad Campaign
Creates Awareness
ExpandsMarket Share
Your Ad Agency$ $ $ . . .
IncreasesBrand Value
Sales Revenue
$ $ $ . . .
Asset on Balance Sheet
Delay of Months or More
$ $ $ . . .
• Immediately Available Day After Event• Brand Dashboards• Track Daily
Generates Buzz
BuildsMind Share
“Buzz” Drives Brand Volatility and Value
2000 2002
Tupac
Shakur
Eminem
Dr. Dre
Snoop Dog
Notorious
B.I.G. 2000 2001 2002 2003
From Buzz to Mind Share to Sales and Brand ValueFor Top Hip-Hop Artists
Absolute Internet Buzz Relative Mind Share Brand Value ($)and Buzz
=
Mind Share Calculated as Market Share of Buzz - - Individual Buzz / Total Buzz
Brand Value
Normalized Buzz
0
50
100
150
200
250
English
Spanish
Italian
Chinese
Greek
Russian
MSN
ASK
Yahoo
0
50
100
150
200
250
US
France
Japan
ChinaIndia
UK
Spain
Employing On-Line Opinion Measurement to AssessBrand Popularity By Nation and Language
Jolt Cola
7 - UpRC-Cola
Pepsi-Cola
Coca-Cola
Internet Mind Share for Soft Drinks
Mind Share Calculated as Individual Brand Buzz Divided by Total Buzz for All Brands
“Buzz” Drives Brand Volatility and ValueMind Share Correlates with Brand Value and
Forecasts Market Share for Sports Teams
2000 2001 2002 2003
Hu
nd
red
s
New York Yankees
Dallas Cowboys
Los Angeles Lakers
New York Knicks
Washington
Redskins
New York Giants
Brand Dashboard Showing Relative Mind
Share as % of Leader
Daily Buzz on Osama Bin Laden Before and After 9/11
Time in Days
Tracking Buzz on Osama Bin Laden
0
0.5
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18September 2001
Candidates in the Democratic NationalPrimaries in the Months Leading Up
To Primary Night
George Bush vs. John Kerry in theCampaign for President in the
Months Leading Up to Election Night
Employed to Track and Forecast Popularity of Political Candidates inPast Presidential Primaries and the National Campaign for President
How You Can Get Started NowWith Google Trends . . . How It
Works
