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Presentazione Nielsen BuzzMetrics
1.
Il buzz online: la
nuova voce dei consumatori Misurare i consumer-generated media con BuzzMetrics Confidential & Proprietary © 2009 The Nielsen Company
2.
Il servizio BuzzMetrics
aiuta le aziende a promuovere e proteggere il proprio brand attraverso la misurazione e l’analisi dei consumer-generated media Confidential & Proprietary Copyright © 2009 The Nielsen Company
3.
Da oltre 10
anni negli Stati Uniti, BuzzMetrics è globale Lanciato nel 2007 Lanciato nel 2009 • UK • Italia • Germania Lanciato nel 2008 Pianificato nel 2009 • Australia/Nuova Zelanda • Cina • Spagna • Giappone Confidential & Proprietary Copyright © 2009 The Nielsen Company
4.
Un modo nuovo
di ascoltare il consumatore Benefici Campione di grandi dimensione Ascoltiamo la voce dei consumatori Ascoltiamo le opinioni direttamente dai Conversazioni spontanee consumatori Analizziamo anche le conversazioni Archivio storico passate Catturiamo i commenti quando vengono Tempo reale espressi Confidential & Proprietary Copyright © 2009 The Nielsen Company
5.
La misurazione BuzzMetrics: dal
dato destrutturato alla sua classificazione e comprensione Un’efficace + 105 milioni di blog + 50 mila nuovi blog al giorno combinazione di tecnologia e analisi umana Categorization Sentiment Mining Phrase Mining Classifiers Spidering Analysis Tracking Forum Blog Newsgroup Confidential & Proprietary Copyright © 2009 The Nielsen Company
6.
Esempi di analisi
Confidential & Proprietary Copyright © 2009 The Nielsen Company
7.
Sanremo: Analisi quantitativa
- Buzz Volume -Trend Sanremo vs Premio Oscar vs Grande Fratello 4,500 F B 4,000 Numero di Messaggi 3,500 A. Inizio Grande Fratello 8 3,000 2,500 B. Sanremo 2008 A E 2,000 C. Oscar 2008 D G 1,500 C D. Inizio Grande Fratello 9 1,000 500 E. Caso Mentana/Matrix - F. Sanremo 2009 G. Oscar 2009 Sanremo Grande Fratello Premi Oscar Fonte: Nielsen Online, BuzzMetrics Confidential & Proprietary Copyright © 2009 The Nielsen Company
8.
Sanremo: Analisi qualitativa Sanremo
2009 - Un successo anche online? Il popolo della rete è diviso Neutro 14% Indeciso Positivo 5% 36% Misto 10% Negativo 35% Analisi qualitativa su un campione casuale di messaggi Fonte: Nielsen Online, BuzzMetrics, Febbraio 2009 Confidential & Proprietary Copyright © 2009 The Nielsen Company
9.
Sanremo: Analisi qualitativa Sanremo
2009 - Gli argomenti più discussi 91% All’interno di uno stesso messaggio possono essere trattati più argomenti 47% 14% 11% 6% Concorrenti Ospiti Qualità Format Spreco Speciali Musicale denaro pubblico Analisi qualitativa su un campione casuale di messaggi Fonte: Nielsen Online, BuzzMetrics, Febbraio 2009 Confidential & Proprietary Copyright © 2009 The Nielsen Company
10.
Sanremo - Analisi
qualitativa Sanremo 2009 - I concorrenti più “chiacchierati”… 23% Povia 17% Carta 13% Arisa 7% Afterhours Driver Positivo Driver Negativo 5% Tricarico Analisi qualitativa su un campione casuale di messaggi Fonte: Nielsen Online, BuzzMetrics, Febbraio 2009 Confidential & Proprietary 9 Copyright © 2009 The Nielsen Company
11.
Sanremo: Analisi qualitativa Sanremo
2009 - Gli ospiti speciali più discussi “Il premio Oscar ci conduce ad una profonda riflessione (…) come mai non è stato candidato anche al Premio Nobel?” Praticomondo, pratico.splinder.com, 19/02/2009 “Pure Benigni è stato una delusione, moscio, senza cattiveria, battute trite e sermone finale, mancava solo che alla fine dicesse: andate in pace” Pollola3, AlFemminile, 18/02/2009 Benigni 16% “Inizio subito dicendo che io sono, non una fan...UNA SUPER FAN DI MINA!! Spero di trovare qualcuno che mi capisca, ma credo non sia così difficile!” Mina To5a, Puntochat.it, 06/02/2009 “Trovo che sia solamente una bella trovata per pubblicizzare il suo nuovo 7% lavoro...e sinceramente, non credo che avesse bisogno del festival” Gnocchetta, rockol.it, 04/02/09 Analisi qualitativa su un campione casuale di messaggi Fonte: Nielsen Online, BuzzMetrics, Febbraio 2009 Confidential & Proprietary Copyright © 2009 The Nielsen Company
12.
Come utilizzare l’analisi
del Buzz? • Ascoltare le opinioni del cliente e creare engagement • Analizzare la “reputazione” di un’azienda o un brand • Misurare l’efficacia delle azioni di Advertising/Marketing • Monitorare il lancio di nuovi prodotti o servizi Confidential & Proprietary Copyright © 2009 The Nielsen Company
13.
BuzzMetrics offre soluzioni
personalizzate I report sviluppati dai nostri ricercatori • Buzz Audit Report / Buzz Tracking Report • Brand Association Map La piattaforma online • My BuzzMetrics Il servizio gratuito online • BlogPulse Confidential & Proprietary Copyright © 2009 The Nielsen Company
14.
GRAZIE! Cristina Papini -
Sales & Project Manager cristina.papini@nielsen.com +39 0236578463 Confidential & Proprietary © 2009 The Nielsen Company
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