NY Masterclass Session, May 8

1. Sentiment Analysis /Brandwatch NY Masterclass
Dina Daoud dina@brandwatch.com | Tel: +1 (347) 827-7562
May 08th 2014

2. Is this mention positive, negative or neutral?
© 2014 Brandwatch | www.brandwatch.com 2

3. What about this one?
© 2014 Brandwatch | www.brandwatch.com 3

4. What if we looked at the link?
© 2014 Brandwatch | www.brandwatch.com 4

5. Last one: positive, negative or neutral?
© 2014 Brandwatch | www.brandwatch.com 5

6. Content /Agenda
6
• Sentiment Analysis Business Cases
• Sentiment as a directional INDICATOR
• Sentiment as a performance MEASURE
• Improving Sentiment Markup
• Individual Manual Markup
• Random Sample Manual Markup
• Sentiment Rules
• Open Discussion
© 2014 Brandwatch | www.brandwatch.com

7. 7
Why would you
analyze
sentiment?
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8. Business Cases /Sentiment Analysis
8© 2014 Brandwatch | www.brandwatch.com
Directional
INDICATOR
Indicates a potential
change in the trend
Performance
MEASURE
Evaluates
performance vs.
previous years
or vs.
competitors

9. Business Cases /Sentiment Analysis
9© 2014 Brandwatch | www.brandwatch.com
• Directional Indicator
• Anticipate PR issues
• Identify potential stories
• Predict Results
• Performance Measure
• Track a Marketing Campaign
• Identify content that drives Engagement
• Evaluate Brand Loyalty

10. Business Cases /Sentiment Analysis
10© 2014 Brandwatch | www.brandwatch.com
• Directional Indicator
• Anticipate PR issues
• Identify potential stories
• Predict Results
• Performance Measure
• Track a Marketing Campaign
• Identify content that drives Engagement
• Evaluate Brand Loyalty

11. Directional Indicator /Anticipate PR Issues
11© 2014 Brandwatch | www.brandwatch.com
Health related issues for a chocolate brand, over time

12. Directional Indicator /Investigate potential stories
12© 2014 Brandwatch | www.brandwatch.com
2012 2013 2014
Jan
Feb
Mar
Apr
May
Positive mentions of a competitor year to year

13. Directional Indicator /Predict future results
13© 2014 Brandwatch | www.brandwatch.com
Highest volumes but also highest positive to negative ratio for Lupita Nyong’o

14. Business Cases /Sentiment Analysis
14© 2014 Brandwatch | www.brandwatch.com
• Directional Indicator
• Anticipate PR issues
• Identify potential stories
• Predict Results
• Performance Measure
• Track a Marketing Campaign
• Identify content that drives Engagement
• Evaluate Brand Loyalty

15. Performance Measure /Track Marketing Campaigns
15© 2014 Brandwatch | www.brandwatch.com
Our Chocolate Brand Campaign:
#shareyourexperience
The Market Leader Similar Campaign:
#telluswhatyoulikemostaboutus
Positive Mentions: 2030 Positive Mentions: 8992

16. 0
10
20
30
40
50
60
70
80
2014-04-01
2014-04-02
2014-04-03
2014-04-04
2014-04-05
2014-04-06
2014-04-07
2014-04-08
2014-04-09
2014-04-10
2014-04-11
2014-04-12
2014-04-13
2014-04-14
2014-04-15
2014-04-16
2014-04-17
2014-04-18
2014-04-19
2014-04-20
2014-04-21
2014-04-22
2014-04-23
2014-04-24
2014-04-25
2014-04-26
2014-04-27
2014-04-28
2014-04-29
2014-04-30
2014-05-01
2014-05-02
2014-05-03
2014-05-04
2014-05-05
2014-05-06
Owned Earned Negative Earned Positive
Performance Measure /Managing Content
16© 2014 Brandwatch | www.brandwatch.com
Positive AND Negative spike  content caused REACTION

17. Performance Measure /Evaluate Brand Loyalty
17© 2014 Brandwatch | www.brandwatch.com
54% Competitor A
16%Competitor C
8% Competitor B
22% My Brand
Brand vs. Competitors ranked by positive sentiment

18. Performance Measure /Evaluate Brand Loyalty
18© 2014 Brandwatch | www.brandwatch.com
YTD LY
60% POSITIVE
15% NEGATIVE
25% NEUTRAL
20% NEGATIVE
27% NEUTRAL
53% POSITIVE
YTD TY

19. 19
How to
customize
sentiment?
© 2014 Brandwatch | www.brandwatch.com

20. 20© 2014 Brandwatch | www.brandwatch.com
Tool is conservative Even humans get
confused
Industry matters
And YOU are the expert in the field!
How to /Improve the organic markup

21. Method 1 /Individual Markup
21© 2014 Brandwatch | www.brandwatch.com

22. Method 1 /Individual Markup
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23. Method 1 /Individual Markup
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24. Method 2 /Random Sample Markup
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25. Method 2 /Random Sample Markup
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26. Method 2 /Random Sample Markup
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27. Method 2 /Random Sample Markup
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28. Method 2 /Random Sample Markup
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29. Method 2 /Random Sample Markup
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30. Method 2 /Random Sample Markup
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31. Method 2 /Random Sample Markup
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32. Method 2 /Random Sample Markup
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33. Method 2 /Random Sample Markup
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34. Method 2 /Random Sample Markup
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35. Method 3 /Rule Markup
39© 2014 Brandwatch | www.brandwatch.com
Notice common threads that are throwing sentiment analysis off?
Considered POSITIVE Considered NEGATIVE

36. Method 3 /Rule Markup
40© 2014 Brandwatch | www.brandwatch.com
Considered POSITIVE Considered NEGATIVE
(
(need OR want OR hero OR crave
OR “can’t wait” OR “have to”)
NEAR/3f
(zyrtec* OR “zyrtec D”)
)
(
((“doesn’t” OR doesnt OR “won’t”
OR wont OR “didn’t” OR didnt )
NEAR/2f
(work* OR effect*)
OR
((do* OR did) NEAR/1f nothing)
)
NEAR/3f
(zyrtec* OR “zyrtec D”)
)

37. Method 3 /Rule Markup
41© 2014 Brandwatch | www.brandwatch.com

38. Method 3 /Rule Markup
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39. Method 3 /Rule Markup
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40. Method 3 /Rule Markup
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41. Method 3 /Rule Markup
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42. Method 3 /Rule Markup
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43. 47
What’s next?
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44. © 2014 Brandwatch | www.brandwatch.com 48
Open Discussion /Practice

45. Contact
49
Email /contact@brandwatch.com
Web /http://www.brandwatch.com
Twitter /@brandwatch
Telephone /
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 441 59
Fax /
UK: +44 (0)1273 234 291
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