dig strat innov summit presentation v3
Post on 17-Jul-2015
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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
• Behavior Matrix Background
• Detecting Emotional Signal in Social Conversations
• Business Applications
• 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
• Behavior Matrix Background
• Detecting Emotional Signal in Social Conversations
• Business Applications
• 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
• Behavior Matrix Background
• Detecting Emotional Signal in Social Conversations
• Business Applications
• 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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60
65
• 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
• Behavior Matrix Background
• Detecting Emotional Signal in Social Conversations
• Business Applications
• Examples
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