Angelina Jolie and Bacon. Both loved by many for many reasons, and disliked by few for few reasons. Which has more guts? Which has more glory? Which is the stronger contender? The only way to tell is with…
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Battle of the Brands!!
Using only the thousands of social media opinions generated by their fans as their weapons, we have analyzed, samplized, sentimentalyzed, and contentalyzed them. The person to win the most of 7 matches will be declared the victor. Let us begin.
. The Cool Factor: Who wins the battle of hip, cool, and fashionable? Angelina: 39% of conversations talking about the cool factor say that Angelina has it. But, another 5% say she doesn’t.
Bacon: 19% of conversations put bacon on the cool list. Oh, sorry bacon!
. Advertising: Who has the best advertising campaigns?
Angelina: 30% of opinions are in favor of her advertising. Bacon: 50% of opinions are in favor of bacon advertising. Mmmm, drooling at the photo…
. Emotions:Who makes peoples knees sink with eternal, undying love? Angelina: 35% of emotions towards Angelina are positive Bacon: 31% of emotions towards bacon are positive. So close, it’s pretty much a tie right now!
. Anticipation: Who makes us wait desperately for more, MORE, MORE! Angelina: 39% of opinions are desperately wanting more. Bacon: 35% of opinions are wanting more. Again, it’s a tie, but bacon is trailing oh so slightly both times…
. Shape: Who is more shapely? Angelina: 39% of opinions like the shape of this fine, lookin’ lady.
Bacon: 16% of opinions like the shape of bacon. But really, who are these people who care about the shape of bacon?
. Breakfast: Who would you like to have for breakfast? Angelina: 67% of opinions towards having Angelina over for breakfast are positive. Wow, how can bacon beat this?
Bacon: 26% of opinions are in favor of a bacon breakfast.
. Yummy:Who’s the yummiest? Angelina: 67% positive is a huge score to beat and bacon really needs this one.
Bacon: 43% positive is a good score but it just won’t cut it in this war.
Well, with a score of 4 to 1, and 2 ties, … the winner is Angelina!
Sorry bacon, but you’ll just have to sizzle in the oven a little longer if you want to beat Angelina.
“Social media may be a big hit with consumers, but brands are not entirely sold yet on the potential of social media research – a state of affairs Conversition is hoping to change with a new data visualisation app.
The social media research agency today launched EvoPlay to encourage brand owners to explore the type of data available to them via the web.
Co-founder Tessie Ting said “there is still a lot of reluctance” to the idea of using data from blogs, forums and social networks – what the company refers to as “social media data” – in place of the more traditional market research data sets.”
New York, NY, July 23, 2010 – Conversition Strategies, the developer of social media research product evolisten™ and www.tweetfeel.com, has launched EvoPlay, a social media exploration tool for consumers.
Unlike evolisten™ which has been specifically designed for researchers, and tweetfeel which has been designed for instant twitter analysis, EvoPlay is a free tool that consumers and brands alike can use to visualize sentiment across the entire internet space. Based on the most topical brands, the tool presents sentiment and conversation topics and provides a taste of social media research in a fun way. Sentiment can be displayed over limited time period allowing consumers to see brands rise and fall as marketing campaigns succeed and fail.
“The scientific principles of social media research can be intimidating, but this tool helps people see it in a more basic form by creating an engaging experience,” states Tessie Ting, co-founder of Conversition. Jean Davis says, “This new tool will allow people to get inside the data and really experience what social media research is all about. Not just Twitter, not just Facebook, but the entire internet space.”
About Conversition Strategies:
Conversition Strategies is a boutique online market research firm based in the US (Conversition Strategies Limited) and Canada (Conversition Strategies Incorporated). Conversition listens to consumers by applying scientific principles to the collection and analysis of social media data. Its strength lies in combining the expertise of globally respected market researchers with social media mavens.
For more information, please contact:
Jean Davis
Conversition | By researchers, For researchers
We heard it all yesterday. The amazing, brilliant, stunning, and incredible Flipboard for the iPad had a few problems from server overloads to failed connections with twitter and facebook. Did that phase people at all? Let’s have a look at the most recent online conversations to see how consumer sentiment changed since yesterday.
Overall sentiment: A very slight decrease from 61% positive to 58% positive with 3% (as opposed to 0%) of opinions now in the negative zone. The problems with crashing and connection failures may have bothered a few people, but they just couldn’t damper overall spirits. The Flipboard is still “amazing,” “awesome,” “brilliant,” and “incredible.”
Recommendations: Remained stable at 58% positive. The app still comes highly recommended as the “greatest” thing since the last greatest thing.
Ease of use: Decreased from 70% positive to 62% positive. This is a noticeable decline but still stunningly high given that 30% positive is a score most brands would hope to achieve.
Fashionable: Decreased from 79% positive to 74% positive. A small decline but not nearly enough to take away from the app being “beautiful,” “sleek” and “very cool.”
eReader: Decreased from 68% positive to 64% positive. Today, we also saw 2% of the opinions fall into the negative zone, but overall, people like the app as an ereader.
Facebook: A small decrease from 68% positive to 65% positive. And, today brought 1% of scores into the negative zone, again likely because of the connection issues. People like how the works with facebook.
Twitter: Another small decrease from 65% positive to 61% positive, plus 1% of scores in the negatives also because of the connection issues. People still like how the app works with twitter.
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For the most part, scores decreased by several points. However, since the average positive score for most brands is around 30%, the fact that Flipboard is still registering scores in the mid to high 60s, even after a decline from day 1 is a stunning achievement. With negative opinions reflecting only 1% or 2% of overall opinions, the Flipboard seems to have continued its winning streak directly into day 2.
Apparently, even the crashes and failed connections are unable to counter the boxes of chocolates and bouquets of roses that are being handed to this pretty little app. .
Social media research has stepped out of the shadows and into the limelight. Phrases like sentiment analysis, content analysis, text analysis, microblogs, and web 2.0 have begun to clog up our already over-flowing research dictionaries and caused us to question this strange beast. How can market researchers possibly make sense of it given that it is completely different than anything we’ve seen before?
Let’s consider a few points:
If you have uploaded survey data into SPSS, you already know how to upload social media research data into SPSS
If you have used survey data sets with numeric and string variables, you already know what a social media research data set looks like
If you have selected variables, grouped cases, and run SPSS crosstabs with survey data, you already know how to do those things with social media research data
If you have built a frequency bar chart or tracking line chart using survey data, you already know how to do it for social media research data
If you have read survey verbatims before, you already know what you’re looking for in social media research verbatims
If you have drawn conclusions from survey data before….. why haven’t you transferred your expertise to social media research yet?
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Bet you didn’t know you’re already an expert in analyzing social media data.
Anyone can benefit from social media research even if you have no social media presence. You can research your own brand, your competitors’ brand, the category, or the industry.
You can measure far more types of information than the longest survey can. When your survey must be cut-off at 60 questions or 60 minutes, social media research answers questions that might require a 10 hour survey.
You can listen to the voice of the consumer in their own, real, unfiltered words. Unlike surveys and focus groups where consumers may clean up their voice, or try to conceal hatred or indifference, genuineness is clear and strong in social media research.
You can measure data using any scale imaginable. 2 points, 5 points, 10 points, 100 points. Your wish is our command.
You can impress your boss with the statement that you are using data fusion technologies to combine the insights of survey research with those of social media research.
You need to sample your data sources properly, or you won’t be able to predict to the general population of internet users
You can’t measure incidence. Just because people don’t say they are using your brand, doesn’t mean they aren’t using it. They just haven’t said so.
You can’t measure awareness. Just because people aren’t talking about your brand online, doesn’t mean they haven’t heard of it. They just don’t talk about it.
Because most people don’t share their personally identifying information when they contribute online, demographic and geographic is less precise than what you are used to with surveys or focus groups.
The validity of sentiment and text analysis differs by vendor. Users of social media research need to ask their provider how they validate their results.
Last but not least, here is our third installment of social media research data quality blunders. Whether you prefer Coke or Pepsi, this one is sure to tickle your fancy.
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After gathering thousands of verbatims from all across the internet, we created a word cloud that would help us determine what are the other types of beverages and brands of beverages that Coke drinkers mention a lot. Obviously, Diet Coke and Cherry Coke are bigs hits, as are Pepsi and Minute Maid. But if you’ve read the last two blogs, you know where we’re going with this.
What exactly would the word cloud look like if we only used words that didn’t actually mean Coca-Cola the delightful bubbly beverage? Prepare to look away if you’re easily shocked. Somehow, if we don’t put any effort into collecting quality, relevant data, we collect a lot of data referencing illegal drugs. Cocaine, marijuana, heroin, and meth rise to the top of the data. I can’t say for sure, but my guess is that Coca-Cola wouldn’t care to have this data affect their results. But that’s just my opinion.
On to part 2 of data quality! Ok, so BP was a bad example. Obviously, a lot of different brands and people and things will have the initials BP. It’s an isolated case. But is it? Here is another great example of how data quality begins at the very beginning of any social media research project.
The scenario is the same. We gathered thousands of verbatims from thousands of websites and created a word cloud of all things related to Apple. The usual suspects are all there. Competitive brands like HP, Hitachi, and Toshiba are well represented. And, since the iPad is the greatest discovery in all of mankind EVER, it is the most prominent feature of the cloud.
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But wait. Isn’t there more to Apple than just computers? Here is a second word cloud we created from the very same data. No manipulations and no sneaky subsampling. What’s with all this apple pie, apple cider, and apple cinnamon deliciousness? This is simply another great example of poor quality workmanship inviting terribly incorrect confounds.
Is social media research fast? Sure it is. It’s even faster if you ignore the annoying stage of data quality.
The time is now. Spain vs Netherlands. Who will win? Who can say? Paul the Octopus can say as evidenced by his 80% accurate predictions. Science always comes through in the end.
Given Paul’s extraordinary celebrity status, we decided to do some scientific research of our own. We gathered thousands of conversations from thousands of different websites and conducted our own version of science, social media research, that is.
Right now, Paul is viewed quite favorably by those who feel he is important enough to talk about. Opinions towards Paul are 34% positive, including 5.5% of people who just love him.
However, about 54% of conversations are neutral with another 4.5% being negative, possibly people who love him literally to death. We should assume those negative opinions are from people who are now regretting cheering for the losing teams. They are regretting their choices so much that they have selected a specific use for poor Paul, and have overwhelming chosen to cook him for dinner. What are the preferred cooking methods you ask? Frying has taken the lead position and is preferred by 56% of the nellys followed by grilling, boiling, and barbequing.
But who do the people think will win? Spain is generating about 52% of the conversation while the Netherlands is generating about 48% of the conversation. But, the Netherlands is generating 42% positive scores (of whom 8% would bet their life) compared to Spain’s 37% positive scores (of whom 7% would bet their life).
In the last few days, many people have been introduced to the musical instrument called the Vuvuzela. What do we really think of it? Let’s find out! We gathered more than 25 000 verbatims that mentioned the Vuvuzela from across the internet. Then, we conducted a content analysis to evaluate how people were talking about the instrument. Here are the results:
Based strictly on how people talk, the Vuvuzela is compared to a trumpet or french horn, and is much loved in South Africa. It is well-suited to someone wearing a jersey, drinking beer, and sitting in a stadium. No surprises there! So let’s get to the facts, jack!
About 16% of people like it or love it, but about 20% of people find it annoying, offensive, irritating, and obnoxious.
12.4% of people like the sound while another 19% hate the sound. They talk about the noise, the blaring, how deafening it is, and how it can wake the dead.
When people talk about pride, 33% of them feel it is a great way to show their pride in their country but 10% think perhaps there is a better way to show your pride.
In terms of health issues, 39% of people worry about how the instrument can be damaging to hearing. But, almost 2% of people are willing to forgo their hearing for a little bit of fun.
