Effective tracking of viewer sentiment - the benefits for digital broadcasters and advertisers
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Transcript of Effective tracking of viewer sentiment - the benefits for digital broadcasters and advertisers
This document is offered compliments of BSP Media Group. www.bspmediagroup.com
All rights reserved.
Effective tracking of viewer sentiment - the benefits for digital broadcasters and
advertisers
JP Kloppers CEO - BrandsEye
@jpkloppers
SURVEYS!It is estimated that American Adults complete over 7 billion surveys every year. Every day customers around the world are bombarded with millions of surveys: • Forms • Emails • Pop-ups on websites • Phone calls • Voice prompts at the end of phone calls • Focus groups
Surveys
þ Take time
þ Only answer the questions you ask
þ Are expensive to manage
þ Accuracy varies significantly
Social Media is a massive treasure trove of customer thoughts and feelings. Always available. Updated in real-time. Infinite depth.
Common questions:
1. How representative is social media of my customers?
2. Isn’t social media data just complaints? 3. How do I make sense in all the noise? 4. Can computers really interpret
meaning?
Computers battle to understand how people feel
Situation: Sentiment is subjective
Relevance is questionable
Implication: Data has been unreliable
By combining machine human and machine processing it is possible to process vast amounts of data with
tremendous accuracy and out perform a human only or machine only solution.
Artificial intelligence: 60% accurate
Human-verified:
90% accurate
This is particularly true for sentiment
What other business metrics should sentiment add meaning to?
• Sales data • Market share shifts • Consumer confidence data • Customer acquisition and retention data • Share price
What other business metrics should sentiment add meaning to?
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051015202530
RAMS listenership against average Jacaranda driven online conversations in the month of June 2014
Percentage of audience listening to the radio
Number of mentions of Jacaranda
The insights and benefits for broadcasters?
1. South African Telecoms Industry 2. Sky television in the UK 3. The South African News & Radio market
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00% Mar 14
Apr 1
4
May 14
Jun 14
Jul 14
Aug 14
Sep 14
Oct 14
Nov 14
Dec 14
Jan 15
Feb 15
CellC Verified % Neg Telkom Verified % Neg MTN Verified % Neg Vodacom Verified % Neg
Negative Sentiment towards Telecoms Brands
Cell C BannerWhile it is not possible to predict customer behaviour - service levels that are not addressed should be warning bells.
36 50 35 73
940
37
7/1/2014 8/1/2014 9/1/2014 10/1/2014 11/1/2014 12/1/2014
Negative Mentions of the Sandton Store – Source of the November Complaint
Most stores average 3-5 mentions a month – Sandton as a large and busy
store is expected to receive more… but this much?
Telkom Sentiment Spike
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Telkom share price and sentiment correlation
Share Price Negative Sentiment
Network issues driving pain?
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Mar
14
Ap
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May
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Jun
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Jul 1
4
Aug
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Sep
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Oct
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Nov
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% of conversation about Network Issues
CellC % Telkom % MTN % Vodacom %
Future of Telecom’s Companies
“The global precedent of telcos [not] being anything more than ‘dumb-pipes’, as they like to call it, is not particularly compelling… …You have to find growth in actually selling services or participating in services revenues”
SEFISO DABENGWA, MTN CEO
Customer sentiment will become more important as service lines grow: Who would you trust to deliver the best video on demand content?
Reasons for Sky’s churn are variedSample of cancellation threats on Movies, News & Sports: breakdown (1 Nov 2014 - 21 Jan 2015)
75%
12%
10%
2%
1% 0%
0%
Total conversation
Sports-related
Movies
News-related
Price too high
Considering Virgin
Considering Amazon
Other
Sports cancellation conversation by theme (1 Nov 2014 - 21 Jan 2015)
57%
15%
4%
9%
7%
5% 3%
Football (general)
Thierry Henry
Steven Gerrard
WWE
Formula 1
Cancelling Sky Sports on Virgin
Boxing
Link between negative conversation and threats to cancel subscriptions in Scotland
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2/6/2015 2/7/2015 2/8/2015 2/9/2015 2/10/2015 2/11/2015 2/12/2015 2/13/2015 2/14/2015
Negative Scottish conversation Scotland cancellation threats
Date of announcement
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2/6/2015 2/7/2015 2/8/2015 2/9/2015 2/10/2015 2/11/2015 2/12/2015 2/13/2015 2/14/2015
Scotland cancellation threats All cancellation threats
Rest of Britain was also upset because of inevitable increase in Sky subscription fees
Date of announcement
News publishers dominated the media sphere, with the best-performing radio station (Good Hope FM) generating less than half the conversation volume of the worst-performing
news source (eNCA). Tracking share of voice across various brands over time will allow broadcasters to determine relative conversation volume growth, indicating the effects of
implementing online strategies.
Share of voice: News24 leads the pack
35.5%
19.9%
14.7%
6.0%4.0% 3.9% 3.6% 3.6% 3.4%
2.1% 1.9% 1.5%
0.0%
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10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
News24 EyeWitness News (EWN)
eNCA Good Hope FM
Heart 104.9fm
Talk Radio 702
94.5 KFM 5FM Jacaranda FM
Highveld Stereo 94.7
567 Cape Talk
KAYA FM
Share of voice
Talk Radio 702 KAYA FMPrimedia Others
Share of audience is an indication of the relative follower volumes of selected brands. For this metric, Twitter and Facebook profiles were used. News24s combined online following of over 2.6 million individuals gives it a
distinct advantage over its competitors. 5FM has a surprisingly large following for a radio station, which is mainly bolstered by its Twitter following of nearly 600 000.
5FM follower base outweighs other radio stations
40.7%
13.0%10.9% 10.3%
5.4% 4.7% 4.4%3.0% 2.8% 1.9% 1.7% 1.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
News24 5FM EyeWitness News (EWN)
eNCA Talk Radio 702
Highveld Stereo 94.7
Jacaranda FM
94.5 KFM Good Hope FM
KAYA FM Heart 104.9fm
567 Cape Talk
Share of audience
Audience utilization measures the difference between a brand’s share of exposure and its share of audience, indicating how well the brand is leveraging its audience to create online exposure. Primedia’s brands’ share of OTS did not significantly deviate from its share of audience. 5FM, however, did not optimally utilize its online
following, with a 9.5% smaller share of OTS than share of audience.
Primedia on par with utilization of online audience
5.8%
4.5%3.7%
1.6%0.9%
-0.3%-0.8% -1.0% -1.2% -1.2%
-2.6%
-9.5%
-12.0%
-10.0%
-8.0%
-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
eNCA News24 EyeWitness News (EWN)
94.5 KFM 567 Cape Talk
Talk Radio 702
Good Hope FM
Highveld Stereo 94.7
Heart 104.9fm
KAYA FM Jacaranda FM
5FM
Audience utilization: OTS
Brands can use this metric to determine how effectively they are engaging their online following. This figure shows that EWN engaged the highest percentage of its online following. This could possibly be used to indicate the activity levels of a brand’s online following, or the ability of a brand to post content which is
relevant to its online following (and subsequently stimulate engagement). It is essential to monitor the change in this metric as a brand attempts to implement brand strategies.
EWN performs best at keeping audience engaged
4.1%4.0%
3.6%
3.2% 3.2%
2.5% 2.4%2.3% 2.2%
1.8%
1.4%
1.0%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
EyeWitness News (EWN)
Heart 104.9fm
94.5 KFM eNCA 567 Cape Talk
Good Hope FM
Jacaranda FM
KAYA FM Talk Radio 702
News24 Highveld Stereo 94.7
5FM
% of online audience engaged
News sources had the largest audience between 12:00-13:00, while radio stations’ was between 19:00 and 20:00. This is likely influenced by individuals talking about
the news during their lunch time, as well as radio listeners who don’t have televisions becoming more verbal during peak evening hours.
News prominent over lunch, radio over dinner
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Average unique author volume/hour: radio vs news
News Radio
Popular times for news conversation: Tuesday 15:00-16:00; Friday 12:00-13:00. Top times for radio
conversation: 19:00-20:00.
News sources consistently outperform radio
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Average unique author volume/hour
Radio News