Brand Assessment

8/3/2019 Brand Assessment

1/17

Brand AssessmentAlterian SM2 Social Media Report

Date Range: 10/1/2010 to 10/10/2010


2/17

SocialNetworking

Sites(Facebook,LinkedIn)

Microblogs(Twitter)

Delicious &Social

Tagging

GoogleTrends &Insights

Forums

Multimedia(YouTube,Podcasts)

Comments onMainstream

News

Blogs &Comments

Social Media Performance: Inputs


3/17

Date range:

Oct 1- Oct 10, 2010

Exclude:

Non-English results

Final Results:

112,791

Search Overview

Tool Used: Alterian SM2

SM2 is a social media monitoring andanalysis solution, which helps to track

conversations, review positive/negativesentiment for brand, competitors and

partners across social media channelssuch as blogs, wikis, micro-blogs, socialnetworks, video/photo sharing sites and

real-time alerts.

Note: We have taken out company names for confidentiality. Brand X

refers to an online payment service.


4/17

Total Results Overview

112,791 results

Key Findings

Within the 40,230 non-advertisement results, Twitter held the highest conversation volume (34%).Twitter was also the channel that had the highest proportion of results with positive/negative sentiment.

YouTube was the top domain for Brand X advertisement conversations (17%).

Total Brand X resultsFrom 10/1 to 10/10

Computer & Electronic

Home & Garden

Apparel, Accessories & Shoes

Books, Movies,& Music

Sports & Memorabilia

Video Games

Services

Jewelry

Toy & Hobbies

Health & Beauty

Business to Business

Auto & Motorcycle

Everything Else

Food

Baby

TravelMusical Instrument

13%

12%

11%

11%

10%

9%

8%

8%

8%

8%

5%

5%

3%

3%

2%

2%

1%

Product types mentioned with thisonline payment brand

Refersdirectly toBrand X

36%

Advertising

64%


5/17

Brand X Focused Conversations

Microblog

34%

Forum31%

SocialNetwork

18%

Blog4%

Mainstream

13%

Share of Voice- Non-advertisement

16.34%

16.09%

15.75%

15.69%

15.43%

15.41%

10.0%

9%

8%

7%

Dell

iTunes

Nike

Best Buy

Coca-Cola Store

Sears

Ugg

Avon

Walmart

J&P Cycle

Brands mentioned

Within all brands that receive a discount from Brand X,here are the top 10 brands being mentioned the most.

(based on all sentimented results)

Key Findings

The main topic on Twitter was the new iPhone app for Brand X checking accounts.

The majority of posts on Facebook centered around the Donation function of Brand X. This featurescored highly positive in the sentiment analysis. The reason for positive sentiment was mainly due tothe convenience of making a donation at any time. 16% of these donation conversations mentioned theMahoning County Dog Program (the fund raised for collecting money to support and help homelessdogs at Youngstown, Ohio.)


6/17

Brand X Customer Perceptions

Positive16%

Negative10%

Neutral74%

What is negativesentiment about?

Key Findings

Sentiment on Twitter: 16% Positive, 10% Negative and 70% Neutral.

Positive posts were mainly compliments on the new iPhone app. It was considered to be a breakthrough for the onlinebanking market. A conference hosted by Brand X was also mentioned positively as people felt it showed that they wereactually listening to its users.

Negative posts were about the safety of accounts, high transaction fees and poor customer support service.

Neutral posts were mainly references to how customers used Brand X services. Other posts refer to press releases forvarious events.

* Sentiment analyzed based on Twitter results only

Wait time to transfer money into an account takestoo long.

Service fee is too high.

Account safety may be in jeopardy due to hackers.

Accounts were frozen for unknown reasons.

Poor customer support services. Severalcustomers mentioned that Brand X employees

were not friendly or knowledgeable of processes,resulting in slower time to resolution.


7/17

Customers Perception - In their words

Brand Xis surprisingly helpful w/out any waiting on the phone. I feelmuch better, thanks Brand X!!

(mstipsvintage, twitter.com , Oct 1st, 2010)

I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY ANDGET PAID IN Brand X! AWESOME SERVICE!

(vivekcool789, twitter.com, Oct 1st, 2010)

Brand Xcut too much money from account i earn with so muchhardworkand they cut it

(mohit_yup, twitter.com, Oct 10th, 2010)

Brand X's iPhone Check Deposit Is Impressive

(Estella Mark, twitter.com, Oct 10th, 2010)

StupidBrand Xholding my money for 21 days. I want my moneybitch

(dsayala, twitter.com, Oct 10th, 2010)
http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/


8/17

Recurring Conversations

Donation Service iPhone App

5%

10%

6423 results for Donations through Brand X,their conference, and their iPhone app.

Key Findings

There were 6,423 results for the iPhone app, theconference, and the Donation program through Brand X.

The majority of posts for the Donation Program camefrom facebook.com. 16.9% of those mentions refer to theMahoning County Dog Program.

The conference hosted by Brand X was mainlydiscussed on Twitter. Although this report was pulled

before the conference happened, Brand X users werealready interested in sharing experiences and ideas tocreate a more practical payment method with Brand X.75% were positive towards the event while 25% justreferenced it (neutral).

iPhone App

DonationsFunction called Donate Button where users can create an account to collect money from

donators directly on their websites through Brand X.

Application that allows users to deposit money to a Brand X account via iPhone just bysending the front and back photos of their check.


9/17

Recurring Conversations

Positive23%

Negative3%

Neutral74%

Donation Program

Oct 1: 198 resultsHow to donate through Brand X and increasingdonations for the Mahoning Dogs program comprisedthe bulk of mentions on the peak day.

Oct 8: 1,086 postsSenior Director of Brand X Mobile announced morethan $100,000 in donations via the iPhone app in 3days.

Neutral83%

Positive15%

Negative2%

iPhone Check Capture App


10/17

Brand X Donation Programs

Positive

24%

Negative3%

Neutral74%

Oct 1: 198 resultsHow to donate through Brand X anddonation for Mahoning Dogs were mentionson the peak day.

Key Findings

Positive sentimentThe positive posts discussed Brand

X as the fast and safe method tomake charitable donations.

Neutral sentimentNeutral sentiment mainly

encouraged people gave donationthrough their Brand X account.16.9% of discussions referred toMahoning Dogs Donation Program,a charity to support and helphomeless dogs at Youngstown,Ohio.

Direction for how to create donation

accounts on Brand X were alsoposted, especially how to create adonation button on their websites, sothey can directly collect money fromdonators through Brand X.


11/17

Verbatim Posts - Donation Programs

Itonly takes a moment and is safe to donate throughBrand X.

(Jacque, http://jacquedixon.com, Oct 8th, 2010)

Donate today with our easyBrand Xdonation button.

(skylinelacrosse, twitter.com, Oct 2nd, 2010)

How do I add a Brand X donation button to my WordPresswebsite?

(getwpnet, http://twitter.com, Oct 10th, 2010)

All donations will be used for the Mahoning Dogs. you can send moneythroughbrand xto [email protected] YOU SPONSORS

(Janet Graybill, facebook.com, Oct 10th, 2010)
http://jacquedixon.com/http://twitter.com/http://twitter.com/http://facebook.com/http://facebook.com/http://twitter.com/http://twitter.com/http://twitter.com/http://jacquedixon.com/http://jacquedixon.com/


12/17

Mobile Check Capture App for iPhone

Key Findings

Positive sentimentAuthors regarded this application as best-suited for

those who do not have time to wait for the bankingprocess. Many comments expressed excitement fortrying this new app since they thought it would openup a new trend within online banking.

Negative sentimentMany users complained of the $3,000/month limit.Some users are concerned that account security may

be compromised by hackers. Some also complainedof unexpected delays caused by the nature of thecheck deposit process.

Some argue that this service will actually be slowerthan directly depositing into their bank.

There was a mention of this app being quite similar to

the ones provided by USAA and Chase bank and thatthose apps are more convenient choices for existingChase/USAA customers.

There were complaints about this app not beingavailable for Android and Blackberry phones. US-onlyavailability was also an issue in some cases.

Neutral posts introduced this application as a new

feature for iPhone and described steps on how to use it.

Oct 8: 1,086 postsSenior Director of Brand X Mobile, Laura Chambers,announces more than $100,000 via iPhone by this

app. in 3 days.

Positive15%

Negative2%

Neutral83%


13/17

Mobile Check Capture App Theme Cloud

13% of conversations originated fromMashable (reached 2,574,859 visitors onSep 2010) and PC World (reached3,474,181 visitors on Sep 2010) due to theiranalysis on the iPhone app.

17% of posts talked about the feature of being ableto take a picture/photo to process a check.

5% of conversations mentioned how theiPhone apps provided by USAA and

Chase banks were similar to Brand Xsbut was released sooner.

18% of posts mentioned how they would like this app to be availableon Android phones. There were discussions around the news of itbeing available on Android in the future. There was mention of it

competing with and eventually overtaking Google Checkout.

3% of users mentioned how this functionwas best suited for busy people that do nothave time to go to the bank.


14/17

iPhone Check Deposit App - In their words

Annoyedthat I can't pay with #Brand X in #grubhub's new iPhone app.

(tobrien, twitter.com, Oct 2nd, 2010)

Brand Xs iPhone Check Deposit: It Works!: Analysis:Brand Xs depositfeature seems best-suited for those little ch... http://bit.ly/bEdbHm

(ranjatkar, twitter.com, Oct 10th, 2010)

Seriously, who in their right mind would choose to deposit a check directly into theirBrand X account? Surely, an unnecessary, and extremely risky, intermediate step for thecollecting of funds from a cheque. And what if later than 15 days the cheque is claimed tobe fraudulent: You think that the bank wont want their money back from someone?Dreamon.

(Pcohen, hothardware.com, Oct 10th, 2010)

Greatidea, glad they are getting into the game. I'm sure it's not the only thingthe folks at Brand X can dream up, though.

(Dan Holder, mashable.com, Oct 10th, 2010)
http://twitter.com/http://twitter.com/http://hothardware.com/http://mashable.com/http://mashable.com/http://hothardware.com/http://twitter.com/http://twitter.com/


15/17

Name: Kevin Purdy URL: www.thepurdman.com

Bio: Kevin is a Senior Editor fortechnology and production blogLifehacker and he commentsunder the screen name theevan.

State: Buffalo, New York

Followers: 4,994; Following: 238

Post: Brand X for iPhoneDeposits Checks via Camera.This post was retweeted 302

times. Explained how the Brand X

iPhone app works. The post wasgraded as positive because itdescribed the ease of use andconvenience of the application.

Kevin Purdytwitter.com/kevinpurdy

Name: Kat Hannaford URL: [email protected]

Bio: Kat Hannaford is a London-based tech journalist forGizmodo UK, expertise inconsumer technology. She is astar commenter who is veryactive in the social media space.

Post: Pay in checks to yourBrand X account. Thanks to theirlatest iPhone App Update. Thispostwas retweeted 256 times.

Gave a positive review andprovided a guide on how to useapp.

Kat [email protected]

Name: Jennifer Van Grove URL: http://jbruin.com/

Bio: Jennifer works for Mashable asan Associate Editor. She is acommunity-minded professionalwith a passion for blogging andsocial media.

Followers: 13,340; Following:2,161

Post: Brand X Deposits $100,000in Checks via iPhone. This was

retweeted 1,404 times. Posts by Mashable (and its staff)are often retweeted.

Jennifer Van Grove

http://jbruin.com/

Key Findings

Key influencers are heavily integrated in the technology industry. Their posts sparkedconversations that were mainly around convenience, time-saved and account safety.

Key Influencers for Brand X iPhone App
http://www.thepurdman.com/mailto:[email protected]://jbruin.com/http://jbruin.com/mailto:[email protected]://www.thepurdman.com/


16/17

Key Takeaways

40,230 results about Brand X were captured from 10/1/2010 - 10/10/2010.

Brand X Mobile Check Capture and the Donation function were the two main topicsdiscussed.

Awareness of the Donate Button function is spreading. Excitement around this function ismainly present on Facebook.

The Mobile Check Capture App received positive feedback mainly for its convenience. Itis regarded as a hot new feature that is trendsetting within the online banking industry.Although comments about this app are mainly positive, there is some concern over

account safety due to hackers. Also, the monthly value cap is seen as too low.

The upcoming Brand X Conference is also generating posts, as many people are excitedto share their ideas with fellow users.

Documents

Brand Assessment