Beware Marketers!

Hammers Go Virtual

The “New” Order

If you have meaningful content to share

There’ll surely be ears and eyes that heed

What Constitutes Social Media?

“..I should have flown with someone else, or gone by car, because United Breaks Guitars..”

Dave Carroll with his bandmates was travelling to Nebraska. This is what happened to him….

Consumer is really the KING in Social Media

United Breaks Guitars

The video has received more than 5 Million views and 35,752 ratings where the average

rating has been 5-stars

The video attracted 22,244 Comments.

“Great job!! We should do this against every company

that does not respect customers”

“United is on notice!”

Chaos in the “Indian” Air Highways

“Not-so-good” week for Jet Airways

September 8th: Pilots call for strike

September 9th: Ground staff supports management

September 10th: PM inquires about the crisis

September 11th : Stalemate continues

September 12th: Court orders Jet Airways to reply on a complaint they received from NAG regarding hiring of foreign pilots

September 13th: Jet resumes flights after crippling 5-day strike

September 14th: Jet offers 50% discount on air fare

How can the Social Media be Measured?

Mapping the Process

A. Identify HUM

H – High-intensityU – UntaggedM - Messages

D. Determine Reach

C. Quantify the Sentiment &

Passion

B. Examine the Conversation

Cloud

Social Social Media Media

MonitoringMonitoring

Mapping the Process

A. Identify HUM

H – High-intensityU – UntaggedM - Messages

Social Social Media Media

MonitoringMonitoring

A. Identifying HUM

Identify key keywords that could be associated with the brand / concept

Compare the brand HUM vis-à-vis past or competitors• Increase in the brand mentions/messages over

the Internet?

What are HUMs?• High-Intensity Untagged Messages• Messages exchanged by consumers over the

Internet that have the potential to affect perceptions of a brand

• Untagged as no one has earmarked sentiments of these messages

Uptick in “Jet Airways” Online Search

Kingfisher Jet Airways Air India

Jet Airways Pilots on Strike

50% Discount on Air Fare

Strike Called-Off

Google Insights for Search

But is there any effectiveness in the upticks?

What are the Sentiments in these upticks?

How Engaging or Passionate are these upticks?

In the social medium, who have Influenced the sentiments prevailing regarding Jet Airways?

How far-reaching has been the effect among the Internet population?

Mapping the Process

B. Examine the Conversation

Cloud

Social Social Media Media

MonitoringMonitoring

B. Examine the Conversation Cloud

Considering that the HUMs exist, what are the general topics of discussion?

To arrive at a conversation cloud, there are some customizable tools available in the market

This process provides qualitative insights in to what people are saying regarding your brand

What are the sources of these topics of discussions?

Conversation Cloud – Jet Airways

Largest … Red | Orange | Blue | Green | Purple | Black …Smallest

3,728 Mentions3,728 Mentions

Where did these Conversations Happen?

Blogs & Forums

64.2%

Blogs & Forums

64.2%Twitte

r

20.2%

Twitter

20.2%News/

Websites

14.6%

News/Website

s

14.6%1%

3,728 Mentions3,728 Mentions

Video / Photo Sharing

Distribution of Mentions/Posts

Mapping the Process

C. Quantify the Sentiment &

Passion

Social Social Media Media

MonitoringMonitoring

C. Quantify the Sentiment

To identify the sentiment of a digital post/comment, we have used a 3-point scaleNegative

“…Jet Airways suffers a loss of 200 Cr. during these strikes…”Neutral

“…Management meets NAG ….”Positive

“…50% discount on air fare…”

Get a fairly large sample (500+) of posts across media• Comments, blogs, News articles, Tweets, etc

Certain softwares can classify these sentiments automatically• They could also be graded manually on a regular basis

Trends in Sentiments

NeutralNegative Positive

13 62 640 467 490 428 648 669 255 56

How PASSIONATE are these sentiments?

We have calculated the degree of passion on the scale of 0 to 1• Closer to 1 denotes higher passion

Different aspects for disparate social media services

For Blogs, the length of the comment and the number of unique visitors making comments were used to calculate passion

For Tweets, number of brand mentions and re-tweets were

considered

How PASSIONATE are these sentiments?

Negative Neutral Positive

Degree of Passion of Various Sentiments

Mapping the Process

D. Determine Reach

Social Social Media Media

MonitoringMonitoring

D. Determine the Reach of the Sites

Calculate reach for different types of social media services• As the calculation differs for different services

For a website, unique visitors should be considered, with a 60-second persistence level• For Blogs, Blog Mentions need to be considered

For SNS websites such as Twitter, Unique Authors who mentioned the brands were considered• For each of these, Average Followers were combined to provide

Reach

“Sentimentalised” Reach

Negative Neutral Positive

In Millions

Average reach of “negative” sentiments –

7 Mn per day

Reach of “positive” sentiments - 9 Mn users

Influencers (or Lead Twitters) of the Airline Brands

Average Influence Followers

Jet Airways

Wall Street Journal (WSJ) 44.5% 69,021

Inquirer 46.5% 2,942

Pritish Nandy 30.5% 3,151

Rob Madden (Reporter) 12.5% 741

BBC World 12.5% 12,174

Kingfisher Airlines

Travel Agent 41.4% 3,409

Mumbai Times 10% 625

Air India

Cheth (Social Media Junkie) 68.5% 24,270

Hallmark News 53.5% 2,272

Pritish Nandy 30.5% 3,151

Something to Munch Before you Lunch

Kingfisher Jet Airways Air India

A Lost “Buzz”

Jet Airways Pilots on Strike

50% Discount on Air Fare

Lost “Buzz”

Affecting Change through Social Media

Setup Twitter account• Option of real-time response to the queries• Broadcast real-time updates

Outreach through Facebook• Initiate forums/discussions• Allowing users to post doubts directly to senior management

Post videos in UGC sites• Create your own channel over YouTube to update customers

regarding various updates

Integrate content across these avenues

Allow your website to direct users to the competitors offerings

Shortcomings of this Approach

Inclusion of more social networking websites for evaluation• Facebook / Orkut

Better calculation of Passion• We need to consider specific words that are being used

when comments/messages are being postedE.g. “I will never travel through Jet Airways” than “Jet

has cancelled flights today”

Much more exact calculation of reach for websites/blogs/SNS• Day-part calculations• Region-specific HUMs

So next time you intend to track your brand, do monitor social media messages so that the virtual hammer does not have a real impact

In Conclusion….

The monitoring is not limited to airlines (showcased in this presentation). Can be extended to other product categories

Monitoring messages exchanged in social media is an effective way of knowing perceptions of your brand among consumers

Using freely-available web-based tools

An effective tool for evaluating word-of-mouth / viral marketing campaigns

Thank You