Amárach and Cloud90 ZIndex Presentation November 2013

November 2013 © Cloud90/Amárach Research 2013

An Amárach Research Presentation In partnership with Cloud90

ZIndex the emotional conversation



Turning social media into marketing insight

Linking online opinion to offline spending

Identifying turning points & opportunities


Building on the Cloud90 Platform

Turning micro information into macro trends

Zeitgeist: the emotional conversation


ZIndex


Z = P - N Zeitgeist Consumer Index (ZIndex) =

balance of positive and negative sentiment about products, services, brands, sectors, categories & competitors


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Weekly ZIndex June-Oct 2013


food

beverages

insurance

fuel

clothing energy

property

telecoms

transport


Share of Buzz Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Beverages 11% 13% 10% 11% 26% Clothing 11% 11% 10% 9% 5% Energy 5% 4% 4% 7% 7% Food 13% 14% 13% 14% 15% Fuel 11% 9% 14% 12% 12% Insurance 9% 9% 9% 4% 6% Property 5% 3% 11% 8% 5% Telecoms 21% 15% 17% 21% 14% Transport 14% 22% 12% 14% 11%


ZIndex: Food

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-9

-41

-46

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-45

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-15

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-5

0

June July August September October

“Any item of food I buy these days is from the tesco 'reduced price' shelves hahaha #StudentBugdet #CollegeLife” “You know the economy's bad when diet plans are being marketed as a cost saving measure to the expense of food and medicine” “Due to the economic crisis and ever increasing price of food, the 5 second drop rule has now been increased to 10.”


ZIndex: Beverages

-86

-67

-58

-76

-68

-100

-90

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“Budget day today...let the price of fags and drink go up!!!”

“If anyone actually gives out about the price of drink going up by about 40 cent not only are ye sausages but ye are fairly cheap as well”


ZIndex: Clothing

-29

-38

-50

-37 -41

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0


“The awkward moment when you see a nice item of clothing, check the price tag….. and sadly, walk away!! #BadTimes” “God damnit why did the girls in my course get me into clothing websites and now Im all depressed cause they all cost so much waah” “That moment when you fell in love with a piece of clothing but then you see the price. You be like, Nevermind..”


ZIndex: Energy

-93

-53

-100

-64

-76

-100

-90

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-10

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“To avoid gas price hikes, cancel your gas, then simply turn on the oven and leave the door open. #Toasty” “today they turned off the electricity on an elderly lady cause she owed them €15 cost her €141 to get it back on #ripoffireland”


ZIndex: Fuel -14

-45

-74

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“If petrol goes up tomorrow I'm screwed! In Qatar a litre of petrol is the same price as a litre of water in Ireland. #HowLike? #budget2014” “Saudi women can't drive because of a ridiculous regime. Me either, for the same reason, but in my case it's the price of petrol !”


ZIndex: Transport

-35

-68

-55

-48

-40

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“@AerLingus rubbish, they're a marketing ploy to drive ticket sales. Are ANY of your flights half price?” “Booked half term flights home. Don't care how much they cost, looking forward to it.” “You can now browse the web, send emails and texts on some Aer Lingus flights, but there is a cost. http://t.co/iQgne3ertJ


ZIndex: Telecoms -51

-5

-48

-33 -33

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“I just made a half hour phone call to America and it cost me less than a quid. Gawd bless ya, 3!” “iPhone 5C will cost €599 for a pay-as-you-go phone in Ireland. Exact same phone costs $549 in US (which is €405). Hello? Apple? .... Hello?”


ZIndex: Insurance

-40

-35

-9

-50

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Health insurance tax change will cost me €274. Unacceptable. Unaffordable. “Saving up for insurance on a car will be the death of me, cost more than a car.. Ridiculous” “HOW can my car insurance TRIPLE in price?! Always had a clean licence. This is crazy.. (and no, I didn't buy an Aston Martin)”


ZIndex: Property 33 31

-67

-33

-17

-80

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-40

-20

0

20

40


“Dublin opens up property price gap: Property prices in Dublin have soared by more than 12% over the last year. http://t.co/ix848XkIYt” “Property tax confusion, again, and the cost of running a home - @lstwrd” “No. 1 Sorrento Terrace would cost you €28,000 in annual property tax”

http://t.co/ix848XkIYt

http://t.co/ix848XkIYt


Weekly and monthly updates

New sectors and categories – and countries

Data fusion to identify turning points & opportunities for marketers


cloud90.ie/cloud90-blog/zeitgeist

Technology

Amárach and Cloud90 ZIndex Presentation November 2013