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Analytics for Social Media:
Making Sense of
Key Conversation Indicators

David Berkowitz
Senior Director of Emerging Media & Innovation
360i
212.703.7257                                      Download this
dberkowitz@360i.com                                    PPT at
blog.360i.com / MarketersStudio.com              bit.ly/smxsocial
Twitter: @dberkowitz
Getting started: Establish the Key Conversation
Indicators (KCIsSM) that address your goals

 • A KCI measures online buzz and establishes social marketing
   metrics around brands and campaigns
 • KCIs measure social engagement and expression of opinion,
   not merely actions

                    Example KCIs:
                    • Conversation Volume

                    • Sentiment / Favorability

                    • Topics of conversation

                    •P h
                     Purchase considerations
                                  id ti

                    • Brand associations




                                    www.360i.com   Proprietary & Confidential   2
Brand Health Scorecards




                          3
Soft Drink Brand: Digital Brand Health Scorecard
                     SOCIAL MEDIA BUZZ VOLUME
1.2%
                        Conversations steadily rose                                         Top Categories Discussed
1.0%
                         throughout the summer
0.8%                                                                                           Top Overall Categories
0.6%           Super Bowl
                                                                                            1. Compare to Competitor
0.4%                                                                                        2. Product Attributes
                                                                                            3. Marketing/Ad Campaigns
0.2%

0.0%
   Jan-09   Feb-09    Mar-09    Apr-09    May-09   Jun-09   Jul-09   Aug-09                   Top Product Attributes
                          BRAND SENTIMENT
                                                                                            1.    Taste
                     (JANUARY 2009-August 2009)                                             2.
                                                                                            2     Ingredients
                                                                                            3.    Carbonation
                                                                                            4.    Caffeine
                               Negative                                                    Top Marketing/Ad Campaigns
                                 30%            Positive
                                                P ii
                                                  44%                                        1.    Vintage ads
                                   Neutral/
                                                                                             2.    Ad A
                                Informational                                                3.    General Marketing
                                     26%
                                                                                             4.
                                                                                             4     Ad B

                                                                     Source: 360i Analysis of the social media landscape, September 2009
                                                                     Sample size 150 blog posts, board posts, micro-blogs & comments

                                                                     www.360i.com                 Proprietary & Confidential               4
Car Rental Brand: Digital Brand Health Scorecard
                   Client Buzz Volume
                                                                     Top Categories Discussed for Client
14%    Holiday, spring break, and summer
        are high months for car rentals                             Service Experience (MAR – JUN 2009)
12%
10%                                                                                 General Categories
 8%
 6%                                                                           1. Getting the Rental Car
 4%                                                                           2. Shopping process/Booking
 2%
                                                                              3. Competitive Mentions
 0%

                                                                                 Getting the Rental Car
                                                                              1. Personal Service
Brand Sentiment For Client X Service Experience                               2. Car Selection
               (MAR-JUN 2009)                                                 3. Getting to the Location
            By # of Posts                  By # of Impressions


                                           27%
                                                                               Shopping Process/Booking
      37%
                                                                              1. Price/Rates
                            49%
                                                                              2. Coupons/Discounts
                                      7%                                      3. Book with 3rd Party Site
                                                              66%

             14%
                                                                 Source: 360i Analysis of the social media landscape, August 2009
                                                                 Sample size 150 blog posts, board posts, micro-blogs & comments

                                                        www.360i.com                 Proprietary & Confidential                 5
Food Brand: Digital Brand Health Scorecard
          Social Media Buzz Volume
 4.0%                                                                           Top Categories Discussed
 3.5%                                     Super Bowl                               (June 2008-2009)
 3.0%

 2.5%
              Holiday                                                              General Categories
 2.0%
                                                                              1. Recipes
 1.5%
                                                                              2. Use as condiment
 1.0%
                                                                              3. Purchase Considerations
 0.5%

 0.0%
 0 0%


                                                                              Purchase Considerations

                                                                              1. Coupon/Sale
        Brand Sentiment (June 2008-2009)
                                                                              2.
                                                                              2 Taste
                    Negative   Positive                                       3. Spice/Heat
                      1%         8%



                                                                           Foods/Recipes Mentioned with
                                                                                     Client Y
                                                                            1. Pizza
                                                                            2. Hot Dogs
                                                                            3. Chicken
                  Neutral
                   92%
                                                       Source: 360i Analysis of the social media landscape, June 2009
                                                       Sample size 150 blog posts, board posts, micro-blogs & comments

                                                   www.360i.com                     Proprietary & Confidential           6
Persona Development:
Who is the client’s customer online?




                                       7
Younger males are more likely to be more active in the
online space and most attractive target
                                               5.8 MM
  Males 18-54
                           38.1 MM



        Males 35-54    5.8 MM
         HHI: $75K+
                            TARGET
        College Grad
                           CONSUMER                                       Males 18-34
                                                                          HHI: < $100K
                                  5.6 MM                                 Any College OR
                                                                          College Grad




                                                Source: 360i analysis of Nielsen @Plan; Summer ‘09;
                                                comScore MediaMetrix Jun 2008 – Jun 2009

                                 www.360i.com     Proprietary & Confidential                8
The younger social media participants are more
likely to create content online


     Males Ages 18-24
                18 24                                                              INDEX (All Adults = 100)




    Males Ages 24-34




      Forrester Technographics Definitions:
                                                                                Source: Data from Forrester Research
      Creators: publish blogs, upload user generated videos, etc.                     Technographics® surveys, 2008
      Critics: post ratings and reviews, comment on blogs, etc.
                                             www.360i.com           Proprietary & Confidential                 9
Newbie Nick is highly engaged in social media as an
active participant
                               Made a post on Forums/Groups/Boards -
                                             (Yesterday)
                                              212 index

Finance/Business
Fi     /B i
                                                                                         Online Games -
News (yesterday)
                                                                                         Casino Gambling
   133 index                                                                             (last 30 days)
                                                                                     Visited a blog
                                                                                           164 index
                                                                                     (y
                                                                                     (yesterday)y)


        Made a comment
        or post on Social                                                   Publish/Own a
        Network ( t d )
        N t    k (yesterday)                                                Blog
                                                                                261 index
                242 index




Technology News                                                                            Travel – Plan
(yesterday)                                                                                Business Trip
    202 index                                                                              (last 30 days)
                                         Viewed consumer                                        104 index
                                         generated video
                                         (yesterday)                      Source: 360i analysis of Nielsen @Plan – Men
                                                                       ages 18 to 34, Any College or College Grad, HHI
                                             248 index
                                                                                                      <100K; July 2009
                                               www.360i.com        Proprietary & Confidential                 10
Travel influencers are most vocal and can
influence broader audiences


                            22.6 MM
    Car rental shopping
   (online last 6 months)

                                                          Heavy car rental spender
                                                           (online last 6 months)
                            7.9 MM

                              TARGET:
                            INFLUENCER
                             1.0 MM
                                                         Heavy car rental spender
                                                           (online last 6 months)
                                                       AND travel services i fl
                                                                 l     i   influencer




                                                 Source: 360i analysis of Nielsen @Plan; Summer’09;


                                  www.360i.com           Proprietary & Confidential               11
Where are conversations occurring,
and how many people are they reaching?




                                         12
Twitter represents the largest source of
 mentions for Client

                             ANALYSIS BY MEDIA TYPE FOR CLIENT BY # OF POSTS
                                              (AUGUST 2009)

Micro-blogs                                                                                                                        40%


      Blogs                                                                                   28%


    Forums                                                                    22%


  Social
                                  6%
 Networks

    Images              3%


    Videos         1%


              0%             5%          10%           15%           20%            25%         30%              35%             40%     45%

              Note: Social Network conversations are underrepresented due to privacy restrictions
                                       Source: 360i Analysis of the social media landscape, September 2009


                                                                    www.360i.com                    Proprietary & Confidential            13
Blogs have the majority of reach when posts are
 weighted by impressions

ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATIONS BY # OF POSTS AND IMPRESSIONS
                             (MARCH 2009 – JUNE 2009)

               By # of Posts                                                        By # of Impressions

                                                                      Micro Blogs,
                                                              Forums,
                                                              Forums 7%   4%%


         Micro Blogs,
             17%
                               Blogs, 37%




        Forums,                                                                                       Blogs, 89%
          46%




                        Source: 360i Analysis of the social media landscape, August 2009

                                                           www.360i.com                    Proprietary & Confidential   14
People are sharing and asking advice to make
informative purchase decisions about Client
                   ONLINE CONVERSATION ANALYSIS FOR CLIENT
  16%                          BY # OF POSTS
        0%
  14%


  12%
              5%   3%

  10%                           2%

                                                          1%
  8%                                         3%
        14%        4%                                                               1%
              5%                5%
                                                                                    2%
  6%
                                             2%
                                                          7%                                     1%
                                                                       8%                                  1%
  4%
                                                                                                 2%        1%
                   5%           5%                                                  5%
  2%          5%                             5%
                                                                                                 2%        3%    1%
                                                          2%                                                     1%
  0%    1%                                                             0%                                        1%




                                Positive     Neutral/Informational       Negative
                        Source: 360i Analysis of the social media landscape, Jan. - Jun 2009
                        Sample size 150 blog posts, board posts, micro-blogs & comments

                                               www.360i.com                   Proprietary & Confidential        15
Most discussions are about the experience getting
the car and the shopping process
 ONLINE CONVERSATION ANALYSIS FOR CLIENT X SERVICE EXPERIENCE BY # OF POSTS
                         (MARCH 2009 – JUNE 2009)
45%

40%

35%
                                       16%

30%             7%
                                                             People discuss booking as part of their
25%                                                                 shopping process. E.g.:
                                       5%                 “I just booked a rental car from Client X from Costco travel
                9%
20%                                                            link on weekend rental, Saturday rental is required.
                                                        Starting with $10 per day on compact. My 3 d midsize rental
                                                        S     i     ih         d                 M    day id i         l
15%                                                                     came out to be $52, tax included.”

10%                                    21%
                18%                                                 4%
                                                                                                6%
 5%
                                                                    7%
                                                                                                1%                              3%
                                                                                                2%                              1%
 0%
      Shopping Process/Booking   Getting the Car          Overall Experience with       Returning the Car                   Transaction
                                                                  the Car

                                             Positive    Neutral/Informational      Negative

                                 Source: 360i Analysis of the social media landscape, August 2009
                                 Sample size 150 blog posts, board posts, micro-blogs & comments
                                                               www.360i.com                    Proprietary & Confidential                 16
When weighted by impressions the positive
posts become more prominant

ONLINE CONVERSATION ANALYSIS FOR CLIENT SERVICE EXPERIENCE BY # OF IMPRESSIONS
                         (MARCH 2009 – JUNE 2009)
 50%

 45%                          Shopping process and
                 2%          overall experience with
 40%
                 5%
                              the car become more
 35%                          important because of
                                the greater reach
 30%

 25%                                                                 4%

 20%
                 35%                     12%
 15%

                                                                    23%
 10%                                     2%

  5%                                     9%                                                      5%

  0%                                                                                             1%                              2%

       Shopping Process/Booking   Getting the Car          Overall Experience with       Returning the Car                   Transaction
                                                                   the Car

                                               Positive   Neutral/Informational      Negative

                                  Source: 360i Analysis of the social media landscape, August 2009
                                  Sample size 150 blog posts, board posts, micro-blogs & comments
                                                                www.360i.com                    Proprietary & Confidential                 17
Getting the Car| Customers demand good
customer service and the car they reserved
     ONLINE CONVERSATION ANALYSIS FOR GETTING THE CAR BY # OF POSTS
                       (MARCH 2009 – JUNE 2009)




                  Source: 360i Analysis of the social media landscape, August 2009
                  Sample size 150 blog posts, board posts, micro-blogs & comments
                                               www.360i.com                  Proprietary & Confidential   18
In shopping conversations for Client, many are
spreading the word but are not necessarily buying

          PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS
 45%
      Advocates are                      41%
spreading the word, but
  40%
 they do not say if they
  35%
    actually bought or
  30% intend to buy                                                                                              29%


 25%


 20%

              15%                                                           15%
 15%


 10%


 5%


 0%
          Researching               Advocating                       Interest/Intent                         Customer



                        Source: 360i Analysis of the social media landscape, April/May 2009
                        Sample size 150 blog posts, board posts, micro-blogs & comments

                                                     www.360i.com                   Proprietary & Confidential          19
Considerations based on emotion rather than
    function play heavily into purchasing

   ONLINE CONVERSATION ANALYSIS OF PURCHASE CONSIDERATIONS FOR CLIENT BY POSTS
                          (JANUARY 2009 – AUGUST 2009)
     Affinity                                                                 Positive
                                                                              P ii
   Performance                                                                                            General
                                                                                                           Brand

                                                                                                                                  g
                                                                                                                          Marketing

                                                     Addiction/
                        Packaging                     Craving
                                                                                             History
                                                                                                                      Taste
Low Post                             Price/                                                                                           High Post
                                                                                                                                        g
                                     Value
Volume          Availability                                   Sugar                    Ingredients                                   Volume


                               Calories

 DEFINITIONS:
 • Affinity purchase consideration: Emotional or                                                           Health
   impulse-based motivations                                                                              Concerns
 • Performance purchase consideration: Functional,
   logic-based motivations
                                                                               Negative
                                          Source: 360i Analysis of the social media landscape, September 2009
                                          Sample size 150 blog posts, board posts, micro-blogs & comments

                                                                       www.360i.com                  Proprietary & Confidential            20
Client has the most positive buzz among the
competitors examined

FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT Z AND COMPETITORS

100%         4%                         8%                                 10%                                3%


 90%

 80%

            48%
 70%                                    47%

 60%
                                                                           70%                               82%
 50%

 40%

 30%
            48%                         46%
 20%

 10%                                                                       20%
                                                                                                             15%

 0%
        Liz Claiborne                Ann Taylor                     Tommy Hilfiger                      Ralph Lauren

                                        Positive    Neutral     Negative

                        Source: 360i Analysis of the social media landscape, April/May 2009
                        Sample size 150 blog posts, board posts, micro-blogs & comments

                                                     www.360i.com                    Proprietary & Confidential        21
Thank you!     Download this
                    PPT at
              bit.ly/smxsocial


             David Berkowitz
             Senior Director of Emerging Media & Innovation
             360i
             212.703.7257
             dberkowitz@360i.com
             Twitter: @dberkowitz
             Blog: MarketersStudio.com
                g


             Keep up on trends at blog.360i.com
                Follow 360i on Twitter @360i




                                 www.360i.com   Proprietary & Confidential   22

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SMX: Analytics for Social Media: Making Sense of Key Conversation Indicators

  • 1. Analytics for Social Media: Making Sense of Key Conversation Indicators David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 Download this dberkowitz@360i.com PPT at blog.360i.com / MarketersStudio.com bit.ly/smxsocial Twitter: @dberkowitz
  • 2. Getting started: Establish the Key Conversation Indicators (KCIsSM) that address your goals • A KCI measures online buzz and establishes social marketing metrics around brands and campaigns • KCIs measure social engagement and expression of opinion, not merely actions Example KCIs: • Conversation Volume • Sentiment / Favorability • Topics of conversation •P h Purchase considerations id ti • Brand associations www.360i.com Proprietary & Confidential 2
  • 4. Soft Drink Brand: Digital Brand Health Scorecard SOCIAL MEDIA BUZZ VOLUME 1.2% Conversations steadily rose Top Categories Discussed 1.0% throughout the summer 0.8% Top Overall Categories 0.6% Super Bowl 1. Compare to Competitor 0.4% 2. Product Attributes 3. Marketing/Ad Campaigns 0.2% 0.0% Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Top Product Attributes BRAND SENTIMENT 1. Taste (JANUARY 2009-August 2009) 2. 2 Ingredients 3. Carbonation 4. Caffeine Negative Top Marketing/Ad Campaigns 30% Positive P ii 44% 1. Vintage ads Neutral/ 2. Ad A Informational 3. General Marketing 26% 4. 4 Ad B Source: 360i Analysis of the social media landscape, September 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 4
  • 5. Car Rental Brand: Digital Brand Health Scorecard Client Buzz Volume Top Categories Discussed for Client 14% Holiday, spring break, and summer are high months for car rentals Service Experience (MAR – JUN 2009) 12% 10% General Categories 8% 6% 1. Getting the Rental Car 4% 2. Shopping process/Booking 2% 3. Competitive Mentions 0% Getting the Rental Car 1. Personal Service Brand Sentiment For Client X Service Experience 2. Car Selection (MAR-JUN 2009) 3. Getting to the Location By # of Posts By # of Impressions 27% Shopping Process/Booking 37% 1. Price/Rates 49% 2. Coupons/Discounts 7% 3. Book with 3rd Party Site 66% 14% Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 5
  • 6. Food Brand: Digital Brand Health Scorecard Social Media Buzz Volume 4.0% Top Categories Discussed 3.5% Super Bowl (June 2008-2009) 3.0% 2.5% Holiday General Categories 2.0% 1. Recipes 1.5% 2. Use as condiment 1.0% 3. Purchase Considerations 0.5% 0.0% 0 0% Purchase Considerations 1. Coupon/Sale Brand Sentiment (June 2008-2009) 2. 2 Taste Negative Positive 3. Spice/Heat 1% 8% Foods/Recipes Mentioned with Client Y 1. Pizza 2. Hot Dogs 3. Chicken Neutral 92% Source: 360i Analysis of the social media landscape, June 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 6
  • 7. Persona Development: Who is the client’s customer online? 7
  • 8. Younger males are more likely to be more active in the online space and most attractive target 5.8 MM Males 18-54 38.1 MM Males 35-54 5.8 MM HHI: $75K+ TARGET College Grad CONSUMER Males 18-34 HHI: < $100K 5.6 MM Any College OR College Grad Source: 360i analysis of Nielsen @Plan; Summer ‘09; comScore MediaMetrix Jun 2008 – Jun 2009 www.360i.com Proprietary & Confidential 8
  • 9. The younger social media participants are more likely to create content online Males Ages 18-24 18 24 INDEX (All Adults = 100) Males Ages 24-34 Forrester Technographics Definitions: Source: Data from Forrester Research Creators: publish blogs, upload user generated videos, etc. Technographics® surveys, 2008 Critics: post ratings and reviews, comment on blogs, etc. www.360i.com Proprietary & Confidential 9
  • 10. Newbie Nick is highly engaged in social media as an active participant Made a post on Forums/Groups/Boards - (Yesterday) 212 index Finance/Business Fi /B i Online Games - News (yesterday) Casino Gambling 133 index (last 30 days) Visited a blog 164 index (y (yesterday)y) Made a comment or post on Social Publish/Own a Network ( t d ) N t k (yesterday) Blog 261 index 242 index Technology News Travel – Plan (yesterday) Business Trip 202 index (last 30 days) Viewed consumer 104 index generated video (yesterday) Source: 360i analysis of Nielsen @Plan – Men ages 18 to 34, Any College or College Grad, HHI 248 index <100K; July 2009 www.360i.com Proprietary & Confidential 10
  • 11. Travel influencers are most vocal and can influence broader audiences 22.6 MM Car rental shopping (online last 6 months) Heavy car rental spender (online last 6 months) 7.9 MM TARGET: INFLUENCER 1.0 MM Heavy car rental spender (online last 6 months) AND travel services i fl l i influencer Source: 360i analysis of Nielsen @Plan; Summer’09; www.360i.com Proprietary & Confidential 11
  • 12. Where are conversations occurring, and how many people are they reaching? 12
  • 13. Twitter represents the largest source of mentions for Client ANALYSIS BY MEDIA TYPE FOR CLIENT BY # OF POSTS (AUGUST 2009) Micro-blogs 40% Blogs 28% Forums 22% Social 6% Networks Images 3% Videos 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Note: Social Network conversations are underrepresented due to privacy restrictions Source: 360i Analysis of the social media landscape, September 2009 www.360i.com Proprietary & Confidential 13
  • 14. Blogs have the majority of reach when posts are weighted by impressions ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATIONS BY # OF POSTS AND IMPRESSIONS (MARCH 2009 – JUNE 2009) By # of Posts By # of Impressions Micro Blogs, Forums, Forums 7% 4%% Micro Blogs, 17% Blogs, 37% Forums, Blogs, 89% 46% Source: 360i Analysis of the social media landscape, August 2009 www.360i.com Proprietary & Confidential 14
  • 15. People are sharing and asking advice to make informative purchase decisions about Client ONLINE CONVERSATION ANALYSIS FOR CLIENT 16% BY # OF POSTS 0% 14% 12% 5% 3% 10% 2% 1% 8% 3% 14% 4% 1% 5% 5% 2% 6% 2% 7% 1% 8% 1% 4% 2% 1% 5% 5% 5% 2% 5% 5% 2% 3% 1% 2% 1% 0% 1% 0% 1% Positive Neutral/Informational Negative Source: 360i Analysis of the social media landscape, Jan. - Jun 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 15
  • 16. Most discussions are about the experience getting the car and the shopping process ONLINE CONVERSATION ANALYSIS FOR CLIENT X SERVICE EXPERIENCE BY # OF POSTS (MARCH 2009 – JUNE 2009) 45% 40% 35% 16% 30% 7% People discuss booking as part of their 25% shopping process. E.g.: 5% “I just booked a rental car from Client X from Costco travel 9% 20% link on weekend rental, Saturday rental is required. Starting with $10 per day on compact. My 3 d midsize rental S i ih d M day id i l 15% came out to be $52, tax included.” 10% 21% 18% 4% 6% 5% 7% 1% 3% 2% 1% 0% Shopping Process/Booking Getting the Car Overall Experience with Returning the Car Transaction the Car Positive Neutral/Informational Negative Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 16
  • 17. When weighted by impressions the positive posts become more prominant ONLINE CONVERSATION ANALYSIS FOR CLIENT SERVICE EXPERIENCE BY # OF IMPRESSIONS (MARCH 2009 – JUNE 2009) 50% 45% Shopping process and 2% overall experience with 40% 5% the car become more 35% important because of the greater reach 30% 25% 4% 20% 35% 12% 15% 23% 10% 2% 5% 9% 5% 0% 1% 2% Shopping Process/Booking Getting the Car Overall Experience with Returning the Car Transaction the Car Positive Neutral/Informational Negative Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 17
  • 18. Getting the Car| Customers demand good customer service and the car they reserved ONLINE CONVERSATION ANALYSIS FOR GETTING THE CAR BY # OF POSTS (MARCH 2009 – JUNE 2009) Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 18
  • 19. In shopping conversations for Client, many are spreading the word but are not necessarily buying PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS 45% Advocates are 41% spreading the word, but 40% they do not say if they 35% actually bought or 30% intend to buy 29% 25% 20% 15% 15% 15% 10% 5% 0% Researching Advocating Interest/Intent Customer Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 19
  • 20. Considerations based on emotion rather than function play heavily into purchasing ONLINE CONVERSATION ANALYSIS OF PURCHASE CONSIDERATIONS FOR CLIENT BY POSTS (JANUARY 2009 – AUGUST 2009) Affinity Positive P ii Performance General Brand g Marketing Addiction/ Packaging Craving History Taste Low Post Price/ High Post g Value Volume Availability Sugar Ingredients Volume Calories DEFINITIONS: • Affinity purchase consideration: Emotional or Health impulse-based motivations Concerns • Performance purchase consideration: Functional, logic-based motivations Negative Source: 360i Analysis of the social media landscape, September 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 20
  • 21. Client has the most positive buzz among the competitors examined FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT Z AND COMPETITORS 100% 4% 8% 10% 3% 90% 80% 48% 70% 47% 60% 70% 82% 50% 40% 30% 48% 46% 20% 10% 20% 15% 0% Liz Claiborne Ann Taylor Tommy Hilfiger Ralph Lauren Positive Neutral Negative Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 21
  • 22. Thank you! Download this PPT at bit.ly/smxsocial David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Twitter: @dberkowitz Blog: MarketersStudio.com g Keep up on trends at blog.360i.com Follow 360i on Twitter @360i www.360i.com Proprietary & Confidential 22