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

ciaran.norris@mindshareworld.com

vistamommy on flickr