Social measurement and insights

Social Media Analytics, Measurement and Insights

Agenda for today

1. Introduce our unique approach to social media measurement and insight generation.

2. Validation and application

3. Discussion around content strategies

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Bottom-Line Analytics is a full service consulting group focusing on marketing effectiveness and brand performance analytics.

Our experts have a total of over 100 years of direct experience research, insight and ROI measurement.

We are dedicated to the principles of innovation, excellence and uncompromising customer service.

Everything we do is geared towards improving commercial performance.

About Us

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A Breakthrough In Measuring The Impact Of Social Media On Brand

Performance4

Stance-Shift Analysis/SEI

Unobtrusive

Business Intelligence &

Modeling

Unbiased

ConsumerConversations

Unmoderated

Insight Driven Opportunities

Dashboards to Monitor KPIs & TrendsPowerful multi-dimensional data cube

Creating Actionable Consumer Insights

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About Us• Stance-Shift Analysis, published & peer reviewed, reveals what matters to the

consumer: Stance-Shift measures consumers’ verbal shifts in positioning as they talk. We capture the emotion, intensity, appraisal and commitment in the context of

conversations to uncover the deep subtleties of what’s said.

• It enables us to solve what others miss: Size, Trend and New Concepts Focusing only on what matters: We filter and size relative importance through

engagement – far superior to simple words/comment frequency. Consumer trends: We capture the shifts and prioritize getting the trend right,

validated through the independent measure of our metrics vs sales. Stance is tuned to detect topics and concepts. We link these topics to quantified opinions, evaluations and endorsements

through adaptive tonality, allowing us to map Strengths, Weaknesses, Opportunities & Threats.

Semantic Engagement Index: SEITM integrates our Stance Shift measurement to power consumer insights.

Stance-Shift: Measure What Matters In Consumer Language

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I just got my cool new iphone5 from BestBuy, however, I keep getting dropped calls on the Brand X 4G networkTopic List• Iphone5• BestBuy• Brand X• Network

- 4G- Dropped calls

Positive tonality

Negative tonality

Flag Brands & Relative Importance

Custom coding enabled by Business Intelligence

Engagement

How Stance-Shift Unlocks A Single Comment

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Business Intelligence

Clustering & CART

Correspondence

From Millions of CleanedTargeted Conversations

We apply advanced Modeling Techniques

Small Pepermint Afternoon Snack 12 PackGreat Deal Breakfast yum LargeMiss it Get me one Orange on saleMorning Half Priced got coupon Drive HomeVanilla Mocha 8 Oz need a hit

We Detect Thousands of interesting “nodes” of Consumer information

Striving for integrated consumer understanding

Clear Topics & Concepts of Importance

Emerge

Our Supervised Learning Pattern Detection organizes the nodes

The Solution Path For Consumer Chaos

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Client Brand strong in Large Satisfy /Fun areas, while Segment declining

Client Brand opportunity in Healthy & Hot Solutions

Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and reflects the composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume.

New Delivery Form solving consumer Convenience needs –

more presence needed

Unlocked Consumer’s Voice allows Structured Roadmap

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Validating Our Approach Against The Bottom Line

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SEITM Shows Superior Correlations To Brand Sales Compared With Other Social Sentiment Metrics

82.9%

14.8%

9.9%

7.7%

5.9%

2.8%

-3.2%

-20% 0% 20% 40% 60% 80% 100%

SEMANTIC ENGAGEMENT INDEX POS/NEG RATIO

METRIC 5 POS/NEG RATIO






Comparison of correlation to sales for the SEITM versus the six leading “sentiment” metrics

The SEITM performs better

because it captures the

nuances from language which

go to explain behavioural

intent and sales.

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The correlation* to sales over time shows the SEI has Predictive Power12

ACID TEST: SEITM Has Proven Linkage With Brand Sales

Correlation = 81.1%

Correlation = 83%Correlation = 83%

* Lead lag analysis has confirmed that causation is only one way – the SEI to a large degree is able to drive hard commercial metrics.

Correlation = 86.4%

Correlation = 84%

Communications Services SEI Index V. Sales Index

Restaurant Retail SEI Index V. Sales Index

Social Media ROI

In-MarketExecution

Content Strategy &

Insight

Brand Reputation

Management

Monetise your social media

campaigns via our media mix

models.

Use a deep understanding of

consumer conversations to

develop Content and Marketing

Strategy

Monitor and manage

consumer conversations

that are impacting your

brand reputation.

Enhance the in-market

execution of Promotions,

Sports Sponsorships and

events based on consumer

conversations

The SEITM Has Broad Based Application

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Applying Advanced Analytics to Help Create Powerful Content

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Purchase ConsiderationInterestAwareness

ResearchCustomerSegments

KeywordsTopicsConversations

ContentStrategy

OptimizeSocialize

PreferencesPain PointsBehaviors

Search, Social Media

Sources

Topics & SEO Calendar,

Repurpose

Social & SEO Networking, Link Building

Developing Content That Influences Your “Best” Customers Along Their Buyer Journey Starts With A

Deep Understanding Of Your Customers

We help you identify insights to create content that moves a customer through the buying cycle

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Easy to Service

Curve Handling

Curb Appeal

Reliability

Car to be Seen Driving

Elegant Feeling Acceleration

Style and Design

Safety Rating

Fuel Economy

Great Value

Road Handling

Interior Design

Power

Durability

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40

50

60

70

80

90

100

110

120

80 85 90 95 100 105 110 115 120 125

Deriv

ed Im

port

ance

Stated Importance

Customers – Social Media Conversations About Brand Image and Function

Customers Are Highly Engaged When Talking About Luxury Autos With Great Acceleration, Style And Curb Appeal

Use Social Media listening tools to reward customers and help them feel more confident and beautiful with your brand

(Non Essential)

(Broad Engagement)

(TargetedEngagement)

(MinimalInvolvement)

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GREAT DESIGNSEI=113

POWERSEI=181

ACCELERATIONSEI=138

Curb Appeal, Design and Power Performance are the attributes that most engage customers.

Attributes Driving Auto Customer Engagement

CURB APPEALSEI=67

SEI = 100

CURB APPEALSEI=128

GREAT DESIGNSEI=147

POWERSEI=128

ACCELERATIONSEI=99

ROAD HANDLING

SEI=69

ROAD HANDLING

SEI=132

Note: Separate analysis - Classification & Regression Trees (CART)17

Brand Positioning Using Socially Engaged Chatter

Classic

Speed

Gas Mileage

Reliable

Safety &Reliability

To Be Seen Driving

Great Acceleration

PowerSafety

Interior Design

Styling

Curb Appeal

Performance

Emotional Style & Design

Elegant Feeling

Durable

Audi and Jaguar are differentiated by social conversations around style and design.

BMW is uniquely positioned on performance qualities.

Acura is least differentiated by social chatter

Note: Separate analysis - Adapted Statistical Correspondence AnalysisBubble size represents the buzz/volume of chatter (SEI Conversational Clusters)

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SEITM Used To Assess ROI Of Sports Sponsorships

Sponsorships generated 13% of sales, but sponsorship media only accounted for 1% of sales.

Our approach of using SEITM engagement demonstrates a superior approach to measuring the ROI of difficult to measure marketing events like sponsorships.

That is because the SEITM measures the consumer’s expressed emotional & personal connection to the sport and the brand.

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Alpha’s primary opportunity is to invest more in high yield (ROI), high growth properties, especially NFL Football, in order to maximize brand growth in the

coming year.

Investment Decision Matrix To Guide Future Allocations

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We Can Use Text Data From Any Social Data Aggregator

…we can also mine and aggregate the text data ourselves. 21

Key Delivery Platforms For SEITM

SEITM as a reportSocial

Engagement Dashboard

• Basic Facebook report.

• Multi-product, multi-channel multi-dimensional analysis with SEITM.

• Secure online delivery.

• Track social media engagement across a variety of dimensions (time, brands and variants).

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BLA Leadership Bios

Michael Wolfe is CEO of Bottom-Line Analytics LLC in the USA. Michael has 30 years of direct experience in marketing science and analytics both on the client and consulting side. On the former, Michael has worked for Coca-Cola, Kraft Foods, Kellogg’s and Fisher-Price. He has also consulted with such blue-chip firms as AT&T, McDonald’s, Coca-Cola, Hyatt Corp., L’Oreal, FedEx and Starbucks. Michael has broad experience in marketing analytics covering marketing ROI modelling, social media analytics, pricing research and brand strategy.

Masood Akhtar is the Bottom-Line Analytics partner in the UK and heads the companyefforts across EMEA. Masood is former Director of Analytics for McCann-Erickson and also hasworked for Mintel International Group, JWT, Costa Coffee, Coca Cola, Hyatt Corp. He is anaccomplished econometrician with extensive experience in marketing ROI analytics, marketingresearch, market segmentation, social media analytics and marketing KPI dashboards.

David Weinberger is CMO of Bottom-Line Analytics. David’s career has taken him to such blue-chip firms as Coca-Cola, Kraft Foods, Georgia Pacific and the Home Depot. David’s consulting experience has focused on such verticals as retailing, financial services, apparel, consumer products and insurance. David’s has considerable expertise in the areas of customer analytics, life-time value, shopper marketing, social media, brand strategy, segmentation and marketing ROI analytics.

Our experience

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Data & Analytics

Social measurement and insights