So why are we even evaluating a buzz tracking tool?We all know that more of our consumers are spending more of their time onlineAlso generatingmore of the online content online (predicted 70% by 2012). Better perspective of what’s on people’s mind: heat map of what they’re talking aboutHow are they talking about it – in their own words; with real emotionForm of risk management: we’re not the only ones listeningConsumers are interacting and influencing each otherIf necessary, respond quickly and effectivelySo basically buzz tracking another of better understanding our consumers.
Skittles has given the wheel to consumers, but as they’’ve done so, they are able to get great insights about how people think, talk about and consume Skittles.
Southwest has a great blog, where they talk about what else….travel.
TV shows and movies are fantastic at energizing around new episodes or release dates. Man v. Food consistently shares behind the scenes pics/videos,a s well as polls the fan base about the upcoming challenges to tease upcoming episodes
One of the most famous customer service turnarounds in recent memory…Everyone lieks to hate the cable compnay (often for good reason), but Comcast has taken to Twitter to become incredibly responsive to their customers needs/issues.
Ford has done a great job launching the new Fiesta socially. They’ve recruited 100 influentials to be part of a 6 month launch program that brings the car to life online. Rather than focus on all of the cool gadgets, they’ve built their campaign around 5 key attributes (technology, travel, style/design, social activiaism, adventure). These 100 influencers are given challenges to bring to life that bring the personality of the car (along with the actual car features) to life.
1) Large, brief, spike in activity – by 21st down dramatically2) Most of the talk was negative (each negative post assigned score of -1)3) Updates in recall news produced significantly lesser spikes over time. Short attention span for this sort of thing.
Not only does the unchanged (level) activity around Pillsbury show that people are not confusing Pillsbury with the recall, but then you can confirm this by looking at the main discussion topics for Pillsbury. See no recall-related themes for PillburyIn contrast, biggest themes or discussion topics for Toll House conversations were recall-relatedMore specifically, the talk surrounding Pillsbury around time of recall (May 28-June28) did not include any recall-related topics.Application where theme function is useful. (still not perfect – user generated interpretations, but better)