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NY Masterclass Session, May 8
Citation preview
Sentiment Analysis /Brandwatch NY Masterclass
Dina Daoud [email protected] | Tel: +1 (347) 827-7562
May 08th 2014
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Is this mention positive, negative or neutral?
© 2014 Brandwatch | www.brandwatch.com
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What about this one?
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What if we looked at the link?
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Last one: positive, negative or neutral?
© 2014 Brandwatch | www.brandwatch.com
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Content /Agenda
• Sentiment Analysis Business Cases• Sentiment as a directional INDICATOR
• Sentiment as a performance MEASURE
• Improving Sentiment Markup• Individual Manual Markup
• Random Sample Manual Markup
• Sentiment Rules
• Open Discussion
© 2014 Brandwatch | www.brandwatch.com
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Why would you analyze
sentiment?
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Business Cases /Sentiment Analysis
© 2014 Brandwatch | www.brandwatch.com
Directional INDICATOR
Indicates a potentialchange in the trend
Performance MEASURE
Evaluatesperformance vs. previous years
or vs. competitors
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Business Cases /Sentiment Analysis
© 2014 Brandwatch | www.brandwatch.com
• Directional Indicator• Anticipate PR issues
• Identify potential stories
• Predict Results
• Performance Measure• Track a Marketing Campaign
• Identify content that drives Engagement
• Evaluate Brand Loyalty
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Business Cases /Sentiment Analysis
© 2014 Brandwatch | www.brandwatch.com
• Directional Indicator• Anticipate PR issues
• Identify potential stories
• Predict Results
• Performance Measure• Track a Marketing Campaign
• Identify content that drives Engagement
• Evaluate Brand Loyalty
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Directional Indicator /Anticipate PR Issues
© 2014 Brandwatch | www.brandwatch.com
Health related issues for a chocolate brand, over time
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Directional Indicator /Investigate potential stories
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2012 2013 2014
JanFebMarAprMay
Positive mentions of a competitor year to year
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Directional Indicator /Predict future results
© 2014 Brandwatch | www.brandwatch.com
Highest volumes but also highest positive to negative ratio for Lupita Nyong’o
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Business Cases /Sentiment Analysis
© 2014 Brandwatch | www.brandwatch.com
• Directional Indicator• Anticipate PR issues
• Identify potential stories
• Predict Results
• Performance Measure• Track a Marketing Campaign
• Identify content that drives Engagement
• Evaluate Brand Loyalty
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Performance Measure /Track Marketing Campaigns
© 2014 Brandwatch | www.brandwatch.com
Our Chocolate Brand Campaign:#shareyourexperience
The Market Leader Similar Campaign:#telluswhatyoulikemostaboutus
Positive Mentions: 2030 Positive Mentions: 8992
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0
10
20
30
40
50
60
70
80
Owned Earned Negative Earned Positive
Performance Measure /Managing Content
© 2014 Brandwatch | www.brandwatch.com
Positive AND Negative spike content caused REACTION
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Performance Measure /Evaluate Brand Loyalty
© 2014 Brandwatch | www.brandwatch.com
54% Competitor A
16%Competitor C
8% Competitor B
22% My Brand
Brand vs. Competitors ranked by positive sentiment
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Performance Measure /Evaluate Brand Loyalty
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YTD LY
60% POSITIVE
15% NEGATIVE
25% NEUTRAL
20% NEGATIVE
27% NEUTRAL
53% POSITIVE
YTD TY
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How to customize sentiment?
© 2014 Brandwatch | www.brandwatch.com
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Tool is conservative Even humans get confused
Industry matters
And YOU are the expert in the field!
How to /Improve the organic markup
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Method 1 /Individual Markup
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Method 1 /Individual Markup
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Method 1 /Individual Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 2 /Random Sample Markup
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Method 3 /Rule Markup
© 2014 Brandwatch | www.brandwatch.com
Notice common threads that are throwing sentiment analysis off?
Considered POSITIVE Considered NEGATIVE
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Method 3 /Rule Markup
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Considered POSITIVE Considered NEGATIVE
((need OR want OR hero OR crave OR “can’t wait” OR “have to”)
NEAR/3f
(zyrtec* OR “zyrtec D”))
(((“doesn’t” OR doesnt OR “won’t” OR wont OR “didn’t” OR didnt ) NEAR/2f (work* OR effect*)
OR((do* OR did) NEAR/1f nothing))
NEAR/3f
(zyrtec* OR “zyrtec D”))
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Method 3 /Rule Markup
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Method 3 /Rule Markup
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Method 3 /Rule Markup
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Method 3 /Rule Markup
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Method 3 /Rule Markup
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Method 3 /Rule Markup
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What’s next?
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Open Discussion /Practice
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Contact
Email /[email protected]
Web /http://www.brandwatch.com
Twitter /@brandwatch
Telephone /UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 441 59
Fax /UK: +44 (0)1273 234 291
Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2014 Brandwatch | www.brandwatch.com