Brandwatch Masterclass: Social Media & Sentiment Analysis

Sentiment Analysis /Brandwatch NY Masterclass

Dina Daoud [email protected] | Tel: +1 (347) 827-7562

May 08th 2014

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Is this mention positive, negative or neutral?

© 2014 Brandwatch | www.brandwatch.com

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What about this one?


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What if we looked at the link?


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Last one: positive, negative or neutral?


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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


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Why would you analyze

sentiment?


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Business Cases /Sentiment Analysis


Directional INDICATOR

Indicates a potentialchange in the trend

Performance MEASURE

Evaluatesperformance vs. previous years

or vs. competitors

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• Directional Indicator• Anticipate PR issues

• Identify potential stories

• Predict Results

• Performance Measure• Track a Marketing Campaign

• Identify content that drives Engagement

• Evaluate Brand Loyalty

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• Predict Results




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Directional Indicator /Anticipate PR Issues


Health related issues for a chocolate brand, over time

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Directional Indicator /Investigate potential stories


2012 2013 2014

JanFebMarAprMay

Positive mentions of a competitor year to year

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Directional Indicator /Predict future results


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

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• Predict Results




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Performance Measure /Track Marketing Campaigns


Our Chocolate Brand Campaign:#shareyourexperience

The Market Leader Similar Campaign:#telluswhatyoulikemostaboutus

Positive Mentions: 2030 Positive Mentions: 8992

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60

70

80

Owned Earned Negative Earned Positive

Performance Measure /Managing Content


Positive AND Negative spike content caused REACTION

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Performance Measure /Evaluate Brand Loyalty


54% Competitor A

16%Competitor C

8% Competitor B

22% My Brand

Brand vs. Competitors ranked by positive sentiment

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Performance Measure /Evaluate Brand Loyalty


YTD LY

60% POSITIVE

15% NEGATIVE

25% NEUTRAL

20% NEGATIVE

27% NEUTRAL

53% POSITIVE

YTD TY

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How to customize sentiment?


20© 2014 Brandwatch | www.brandwatch.com

Tool is conservative Even humans get confused

Industry matters

And YOU are the expert in the field!

How to /Improve the organic markup

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Method 1 /Individual Markup


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Method 2 /Random Sample Markup


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Method 3 /Rule Markup


Notice common threads that are throwing sentiment analysis off?

Considered POSITIVE Considered NEGATIVE

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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”))

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What’s next?


48© 2014 Brandwatch | www.brandwatch.com

Open Discussion /Practice

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Contact

Email /[email protected]

Web /http://www.brandwatch.com

Twitter /@brandwatch

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

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