Measurement camp Mindshare
20
Making Sense Of Buzz Ciarán Norris, Head of Social Marketing
-
date post
18-Oct-2014 -
Category
Documents
-
view
1.873 -
download
0
description
Transcript of Measurement camp Mindshare
Making Sense Of BuzzCiarán Norris, Head of Social Marketing
• Intro
•Why?
• How
– Noise
– Sentiment
– Topics
– Where
– Who
What I’ll cover today
7/21/2010
Mindshare: making all media social by creating ideas people love to share
7/21/2010
Intro
MINIMISES
PAIN
TARGETS
PASSIONS
LEVERAGES
PRAISE
Types Of Social Marketing
7/21/2010
Outputs
Listening & Learning
InspiringConnecting
7/21/2010
Why?
“Numbers mean nothing without context”
Luis Argerich on flickr
7/21/2010
How?
TNS CymfonyNatural
Language Processing
Engine
Grammatical Analysis
Expert Human Analysis
Interactive Results Dashboard
i.e. NYT.com
i.e. Facebook
7/21/2010
How?
1. Noise
2. Sentiment
3. Topics
4. Where
5. Who
Noise
Stuart Frisby on flickr
7/21/2010
Noise
Benchmark; assess media impact
7/21/2010 Stuart Caie on flickr
Sentiment
7/21/2010
Sentiment
Brand health; early warning
Stewart Butterfield on flickr
Topics
7/21/2010
Topics
ATL effectiveness; search
Manitoba Historical Maps on flickr
Where?
7/21/2010
Where?
Sponsorship; creative
Jamiesrabbits on Flickr
Who?
7/21/2010
Who?
PR; media plan
