Brandwatch Masterclass: Social Media & Sentiment Analysis

Sentiment Analysis /Brandwatch NY Masterclass

Dina Daoud dina@brandwatch.com | Tel: +1 (347) 827-7562

May 08th 2014

Is this mention positive, negative or neutral?

What about this one?

What if we looked at the link?

Last one: positive, negative or neutral?

Content /Agenda

• Sentiment Analysis Business Cases• Sentiment as a directional INDICATOR

• Sentiment as a performance MEASURE

• Improving Sentiment Markup• Individual Manual Markup

• Random Sample Manual Markup

• Sentiment Rules

• Open Discussion

Why would you analyze

sentiment?

Business Cases /Sentiment Analysis

Directional INDICATOR

Indicates a potentialchange in the trend

Performance MEASURE

Evaluatesperformance vs. previous years

or vs. competitors

• Directional Indicator• Anticipate PR issues

• Identify potential stories

• Predict Results

• Performance Measure• Track a Marketing Campaign

• Identify content that drives Engagement

• Evaluate Brand Loyalty

• Predict Results

Directional Indicator /Anticipate PR Issues

Health related issues for a chocolate brand, over time

Directional Indicator /Investigate potential stories

2012 2013 2014

JanFebMarAprMay

Positive mentions of a competitor year to year

Directional Indicator /Predict future results

Highest volumes but also highest positive to negative ratio for Lupita Nyong’o

• Predict Results

Performance Measure /Track Marketing Campaigns

Our Chocolate Brand Campaign:#shareyourexperience

The Market Leader Similar Campaign:#telluswhatyoulikemostaboutus

Positive Mentions: 2030 Positive Mentions: 8992

Owned Earned Negative Earned Positive

Performance Measure /Managing Content

Positive AND Negative spike content caused REACTION

Performance Measure /Evaluate Brand Loyalty

54% Competitor A

16%Competitor C

8% Competitor B

22% My Brand

Brand vs. Competitors ranked by positive sentiment

Performance Measure /Evaluate Brand Loyalty

YTD LY

60% POSITIVE

15% NEGATIVE

25% NEUTRAL

20% NEGATIVE

27% NEUTRAL

53% POSITIVE

YTD TY

How to customize sentiment?

Tool is conservative Even humans get confused

Industry matters

And YOU are the expert in the field!

How to /Improve the organic markup

Method 1 /Individual Markup

Method 2 /Random Sample Markup

Method 3 /Rule Markup

Notice common threads that are throwing sentiment analysis off?

Considered POSITIVE Considered NEGATIVE

((need OR want OR hero OR crave OR “can’t wait” OR “have to”)

NEAR/3f

(zyrtec* OR “zyrtec D”))

(((“doesn’t” OR doesnt OR “won’t” OR wont OR “didn’t” OR didnt ) NEAR/2f (work* OR effect*)

OR((do* OR did) NEAR/1f nothing))

NEAR/3f

(zyrtec* OR “zyrtec D”))

What’s next?

Open Discussion /Practice

Contact

Email /contact@brandwatch.com

Web /http://www.brandwatch.com

Twitter /@brandwatch

Telephone /UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 441 59

Fax /UK: +44 (0)1273 234 291

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

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