measurement camp mindshare
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![Page 1: Measurement camp Mindshare](https://reader034.vdocuments.mx/reader034/viewer/2022051322/54435f6aafaf9feb098b4995/html5/thumbnails/1.jpg)
Making Sense Of BuzzCiarán Norris, Head of Social Marketing
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• Intro
•Why?
• How
– Noise
– Sentiment
– Topics
– Where
– Who
What I’ll cover today
7/21/2010
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Mindshare: making all media social by creating ideas people love to share
7/21/2010
Intro
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MINIMISES
PAIN
TARGETS
PASSIONS
LEVERAGES
PRAISE
Types Of Social Marketing
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7/21/2010
Outputs
Listening & Learning
InspiringConnecting
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7/21/2010
Why?
“Numbers mean nothing without context”
Luis Argerich on flickr
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7/21/2010
How?
TNS CymfonyNatural
Language Processing
Engine
Grammatical Analysis
Expert Human Analysis
Interactive Results Dashboard
i.e. NYT.com
i.e. Facebook
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7/21/2010
How?
1. Noise
2. Sentiment
3. Topics
4. Where
5. Who
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Noise
Stuart Frisby on flickr
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7/21/2010
Noise
Benchmark; assess media impact
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7/21/2010 Stuart Caie on flickr
Sentiment
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7/21/2010
Sentiment
Brand health; early warning
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Stewart Butterfield on flickr
Topics
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7/21/2010
Topics
ATL effectiveness; search
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Manitoba Historical Maps on flickr
Where?
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7/21/2010
Where?
Sponsorship; creative
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Jamiesrabbits on Flickr
Who?
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7/21/2010
Who?
PR; media plan