Measuring Brand Performance using Whisper
-
Upload
bloom-agency -
Category
Marketing
-
view
97 -
download
0
description
Transcript of Measuring Brand Performance using Whisper
![Page 1: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/1.jpg)
The sound of unfair advantage
Using Big Data to measure Brand Performance#edbdsoc: 28 November 2013
Peter Laflin: @systemspeterwww.bloomagency.co.uk
![Page 2: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/2.jpg)
![Page 3: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/3.jpg)
#teaonthetrain
24th April 2013:
• 200 tea lovers • 3 hours• 1 train
• Strangest Event?• Greatest Idea?• Success?
http://www.yorkshiretea.co.uk/blog/2013/05/all-aboard-the-tea-train-2/
![Page 4: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/4.jpg)
Statistics
Twitter stats• 13,000 tweets over 5 days• 6,000 retweets• 9,400 users• 2% increase in followers
This looks like a great success.
![Page 5: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/5.jpg)
Conversation
Each point is a Twitter account.
Each line is a connection between two accounts.
This shows how information flows around communities.
![Page 6: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/6.jpg)
![Page 7: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/7.jpg)
Live Demonstration
Pat Rice has been admitted to hospital today.
http://www.independent.co.uk/sport/football/news-and-comment/pat-rice-former-arsenal-assistant-admitted-to-hospital-with-cancer--reports-8968940.html
![Page 8: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/8.jpg)
Live Demonstration
Pat Rice
Network between 1015 and 1030
Which individuals are talking?
1596 tweets1244 retweets22% original content
aaronramsey
garylinekerarsenal
![Page 9: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/9.jpg)
Live Demonstration
Pat Rice
Network between 1015 and 1115
Which individuals are talking?
6518 tweets4832 retweets25% original content
arsenal
aaronramseygarylineker
bbcsport
![Page 10: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/10.jpg)
Live Demonstration
Pat Rice1015 – 1100Global content being shared.
![Page 11: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/11.jpg)
Live Demonstration
InfluencersWe can calculate how the influence of each account changes over time.
![Page 12: Measuring Brand Performance using Whisper](https://reader036.fdocuments.us/reader036/viewer/2022070303/5493c222ac7959092e8b4966/html5/thumbnails/12.jpg)
Brand Mentions
Nespresso
LonghiDiletta
LoveSaeco
Keurig
tassimo
costacoffee DolceGustoUK illyissimo
Starbucks
LoveGaggia
How are brands connected together?