Dig strat innov summit presentation v3

Go Beyond SentimentEnhance Your Digital Listening Strategy

With Emotional Analytics

Digital Strategy Innovation Summit NYCi

Agenda

• Behavior Matrix Background

• Detecting Emotional Signal in Social Conversations

• Business Applications

• Examples

Agenda




• Examples

BehaviorMatrix’s Mission

We Help Clients:• Interpret conversations

• Understand, track, shape and influence brand perceptionsIn Markets:

• Pharma & Healthcare• Media & Entertainment• Consumer Electronics• Energy• Transportation• CPG • Politics• Defense/Intelligence

BehaviorMatrix is…

• The world’s most advanced platform for measuring and analyzing human emotion in Big Data.

• Able to measure and quantify the full range of human emotion from huge quantities of data.

• Able to provide clients with clear indicators for each emotion associated with customer experiences so they can monitor, set goals, and benchmark against competitors.

• Social Influence/Crowd Science application to help develop communication strategy and track effectiveness of campaigns.

Agenda




• Examples

Why Emotion Matters

Outcomes(Business results)

Behavior(Action)

Emotion(Feelings)

If you can quantify and analyze emotions, you can predict AND influence future behaviors and outcomes.

From chaos, we create order.

LoveDisappointment

Optimism

Fear

AngerSubmission

Trust

Admiration

Boredom

JoySurpriseAwe

Anticipation

Apprehension

InterestQuantifiable. Trackable. Actionable.

BehaviorMatrix gives clients access to a world of emotion

Welcome to the EmPrint℠. Customer emotional fingerprint.

DISAPPOINTMENT

OPTIMISM

@TommyTV2 Watched American Idol on

Fox tonight. I was really hoping for a more

exciting finale with less annoying

commercials. Oh well, maybe next season

will be better.

A Single Sentence Carries Multiple Signals

ANNOYANCE

The details make a difference

Sentiment

Emotion

ImplicationsBrand fans feel betrayed Consumers are disinterested

SolutionRebuild trust Generate excitement

Agenda




• Examples

Product Lifecycle & Strategic Emotional Overlay

Market Landscape

Market Segmentation

Establish category benchmarks

Analyze competitor launches

Inform marketing strategy & development (ie. message development)

Target individuals, groups & KOL’s

Brand Equity & Attribute

Positioning & Message Testing

Customer Satisfaction

Awareness and Usage

Identify opportunities to improve satisfaction & education

Monitor KOLs

Competitive & Business Intelligence

Targeted Marketing Campaigns

Salesforce Effectiveness

Pinpoint key geographies & segments requiring enhanced promotional efforts

Utilize emotional fingerprints and experiential indices to maximize marketing efficiency

Monitoring Crowd & KOLs

Pre-Launch (Identify) Product Launch (Apply) Post-Launch (Optimize)

Prior Experience Emotions Impact Behaviors

Manage Brand Equty with Emotional & Behavioral Analytics

Business Applications

• Customer journey/experiences

• Market landscaping

• Brand positioning & message development

• Campaign tracking

• Segmentation and Targeting

Emotional Analytics Creates Value by:

• Improving and monitoring customer service and satisfaction

• Improving marketing effectiveness

• Identifying and mitigating potential brand threats.

• Identifying new sales opportunities and unmet customer wants and needs

• Gain unique insights into your brand vs. your competition.

Message Development and Monitoring

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• Message tweaked or redirected?

• Custom messaging for groups that express certain emotional combinations.

• Segments can be monitored for emotional stabilization.

• Should a brand react or let the public’s alarm naturally dissipate?

Campaign goes viral

Engagement Anger

Agenda




• Examples

Example: P&G Pet Food Recall & Brand Sentiment

Sentiment-Driven Topic Clouds

Pre-Recall

Sentiment-Driven Topic Clouds

Post-Recall

Example: Vacuum Cleaner Brand Positioning

Emotional Positioning: Vacuum Cleaner Brand

Example: Voter Segmentation and Targeting

Segmenting Voters by Emotions to Influence Behavior