How to avoid being a data zombie by Brandwatch
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The document discusses how to avoid being a "big data zombie" and provides examples of analyzing social media data about an M&S Christmas advertising campaign. It shows examples of slides analyzing mentions, hashtags, topics, comparisons to other retailers, and engagement metrics. However, it notes that many of the slides rely only on high-level metrics without context and lack insights. The key is focusing on relevant rather than just large amounts of data to help answer business questions and objectives.
How to avoid being a data zombie by Brandwatch
- 1. How to avoid being a BIG DATA ZOMBIE www.brandwatch.com |: @brandwatch | Tel: +44 (0)1273 234 290
- 2. Brandwatch in 1 slide © 2012 Brandwatch | www.brandwatch.com 2
- 3. Session structure • Introduction – evaluating your reporting • Workshop – approaching analysis • Summary – relevant data not big data © 2012 Brandwatch | www.brandwatch.com
- 4. Introduction © 2012 Brandwatch | www.brandwatch.com 4
- 5. When was the last time you updated your reporting? © 2012 Brandwatch | www.brandwatch.com 5
- 6. Do your metrics match your objectives? © 2012 Brandwatch | www.brandwatch.com 6
- 7. What have you done as a result of reporting insights? © 2012 Brandwatch | www.brandwatch.com 7
- 8. Workshop © 2012 Brandwatch | www.brandwatch.com 8
- 9. iStrategy Zombie Data workshop Objective of next 30 minutes is to explore some big data about the social media impact of M&S 2012 Christmas advert This is big data: 10,000+ data points in 3 weeks with lots of associated data (location of sender, time of day, language used, response/retweets, etc) Imagine you are a Marketing Executive in M&S and you are trying to assess whether the TV campaign is working, what to tweak/change and what lessons to learn Objective is not to judge M&S Xmas campaign. (They are not a client and all data is available publicly - although you‟d need to a tool like Brandwatch to collect and make sense of it) © 2012 Brandwatch | www.brandwatch.com
- 10. A1: Number of social media web pages (tweets, blogs, forums, etc) that mention M&S Zombie Score 6,000 Advert first broadcast 5 5,000 Mentions per day of M&S 0 = Useful data 5 = Zombie slide 4,000 3,000 2,000 1,000 0 Question Your answer What does the chart tell you? Mentions rose after advert was launched, then declined What objective does this help to measure? Campaign Awareness What action could you take based on this Not much data? What would make it better? Some context, work out how much of overall volume © 2012 Brandwatch | www.brandwatch.com is about advert, did it link to sales, how well did we expect it to do, etc, etc
- 11. A2: Topic cloud of social media webpages that mentions the M&S advert Zombie Score (0-5) 4 Question Your answer What does the chart tell you? People talked on social media about M&S adverts What objective does this help to measure? Campaign Awareness and reason why What action could you take based on this Investigate angle of Down’s data? Syndrome, GemmaAnneStyles What would make it better? Get rid of the mentions of M&S/adverts/Xmas and get more topics in this + have it coloured by sentiment + © 2012 Brandwatch | www.brandwatch.com have verbatim / explanation of main points
- 12. A3: Most used twitter hashtags associated with M&S adverts Most retweeted tweet Zombie Score (0-5) Most used hashtags “ It'll be here before we know it RT 70 @GemmaAnneStyles: Always enjoy a good M&S advert. Bit early for 3 60 Christmas but I'll let it slide. ” 50 @annefoxycoxy 303 RTs, 804k followers Tweets 40 30 Most prolific tweeter 20 “ M&S in store mag is out today! Not just Christmassy, Seb is in it and it earned 10 him his place in the TV Ad! A little piece of BIG history! X ” 0 @carolineplayle („Seb‟s Mum‟) 60 (M&S ad) tweets, 605 followers Question Your answer What does the chart tell you? Hashtags were quite well used but a wide spread What objective does this help to measure? Engagement with campaign What action could you take based on this Campaign using hashtags or respond to some data? hashtags What would make it better? More holistic view of engagement (rather than focus on just twitter hashtags) © 2012 Brandwatch | www.brandwatch.com
- 13. B1: Number of social media web pages (tweets, blogs, forums, etc) that mention M&S Zombie Score (0-5) 6,000 Advert first broadcast Mentions per day of M&S 5,000 M&S announce 10% fall in profits 4,000 3,000 Social Competition Increased showing of ads ended 2,000 1,000 0 Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
- 14. B2: Example mentions of Seb White within the M&S advert Zombie Score (0-5) “ I'm well happy m&s have a child “ LOVE this! You're a star @carolineplayle - M&S with Down's syndrome modelling TV advert to feature disabled boy Seb White their clothes awwwww he's so bit.ly/tt.34687 via @Independent” sweet” TWITTER TWITTER @freyamulderrig @caroline_s “ Good on M&S for putting Seb “ So chuffed and proud of M&S, they have ditched the usual celebrities for their RIGHT in the public face. A lot of 'Christmas Advertising' and have chosen regular kids, including a staring role for a people had their cloised minds gorgeous little boy with Downs Syndrome. Brilliant, will definitely be buying some opened with the Para-Olympics. Crimbo presents from their store now ... ” Seb can play his part too! ” FACEBOOK FORUM Sally Hewerdine Adifferentopinion.net Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
- 15. B3. Number of social media webpages that mention the adverts of 5 different UK retailers 50,000 Zombie Score (0-5) 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 John Lewis Asda Marks and Spencer Waitrose Littlewoods Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
- 16. B4. Number of tweets about adverts of 5 UK retailers and potential reach of those tweets Zombie Score (0-5) 35,000 35,000,000 30,000 30,000,000 25,000 25,000,000 (total followers) Potential reach Tweets 20,000 20,000,000 15,000 15,000,000 10,000 10,000,000 5,000 5,000,000 0 0 John Lewis Asda Marks and Waitrose Littlewoods John Lewis Asda Marks and Waitrose Littlewoods Spencer Spencer Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
- 17. B5. Ratio of positive/negative mentions about adverts for 5 UK retailers using auto sentiment 100% Zombie Score (0-5) 90% 80% 70% 60% 50% 40% 30% Positive 20% Negative 10% 0% Asda John Lewis Littlewoods Marks and Waitrose Spencer Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
- 18. C1. Summary of how promoting adverts worked on Twitter, YouTube and Facebook Zombie Score (0-5) Twitter YouTube Facebook Advert Re- Favour Page Video post Video post Views Comments Likes Dislikes tweets -ites likes comments likes Asda n/a n/a 126k 0 311 433 555k No post No post John Lewis 555 105 1,878k 1,631 9,966 304 543k 2,401 553 Littlewoods 2 0 7k 9 9 1 141k 14 5 Marks and 30 3 177k disabled disabled disabled 917k 669 91 Spencer Waitrose 31 2 88k 14 39 9 n/a n/a n/a Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? © 2012 Brandwatch | www.brandwatch.com
- 19. C2. Comments on video when posted on Facebook Zombie Score (0-5) 3000 2401 2500 2000 1500 1000 669 500 14 10 67 0 John Lewis 2012 Xmas Marks and Spencer Littlewoods 2012 Xmas Typical Social Brand Marks and Spencer ad 2012 Xmas Ads Ad Video* 2010 Xmas Ads Question Your answer What does the chart tell you? What objective does this help to measure? What action could you take based on this data? What would make it better? * Based on 250 companies that entered the 2012 Social Brands Top 100 awards run by Headstream and Brandwatch © 2012 Brandwatch | www.brandwatch.com
- 20. D1. Your turn… Please use the next slide to draw your perfect chart M&S chart (free of zombie-insight) Here are some examples of the information it could include: • Include other sales: e.g., ad spend, website visits, store visits, panel data, etc • Get more verbatim and top mentions (e.g., by celebrities) • More demographics on who talked about the adverts • More detail on what aspects of the advert people liked • More detailed historic comparison with previous Christmas‟ © 2012 Brandwatch | www.brandwatch.com
- 21. D2. <Insert title> Zombie Score (0-5) O © 2012 Brandwatch | www.brandwatch.com
- 22. Summary © 2012 Brandwatch | www.brandwatch.com 22
- 23. „BIG‟ DATA? © 2012 Brandwatch | www.brandwatch.com 23
- 24. SIZE ISN‟T THE ONLY THING THAT MATTERS * * SORRY. © 2012 Brandwatch | www.brandwatch.com 24
- 25. BIG = RELEVANT © 2012 Brandwatch | www.brandwatch.com 25
- 26. “…data helps us answer questions; big data also helps us conceive new questions.”* Philip Sheldrake, Euler Partners, and author „The Business of Influence‟ © 2012 Brandwatch | www.brandwatch.com 26
Editor's Notes
- #26: Think about what you want to knowThink about why you want to know itThink about what you are going to do with it once you have itThis will help you stay relevant.