MediaSense Blog Monitoring

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MediaSense Blog Monitoring
Using blogs to track press releases and brand
equity
Proprietary and Confidential
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ConsumerOpinionMarketersCant Ignore
Word of Mouth Media Unstructured conversation in
the blogosphere and online forums
Traditional Forums Outbound, controlled
panel data industry pubs surveys custom
research Syndicated business pubs
blogs opinions sites message boards forums
chatrooms

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Why Should You Care?
71 million blogsdoubling every six
months1 Blogs becoming part of mainstream media
12 of top 100 and growing 40 of internet
users in US read blogs 10 regularly post to a
formal blog More than 1 out of 2 people under
30 1 out of 3 over 30 years old2 100,000 blog
posts a day one per second Hundred of thousands
of message boards and forums
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of Broadband Users Post Content2
Sources 1. Technorati State of the Blogoshpere,
April, 2007 2. Pew Report on Broadband Usage
(2006)
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Why Should You Care?
But 92 trust word of mouth for product decisions
75 of people dont believe marketing
But 92 trust word of mouth for product decisions
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September 2004 - Blogging Comes of Age

• Ideas can start anywhere with anyone
• Any person with a provocative idea can influence
  thousands to join a conversation
• Exponential momentum
• 7 MM people in 9 days
• 350K locks replaced
• 10MM

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Whats Changed Since Then?
The Blogosphere has increased over 18 fold since
September 2004
Kryptonite and the Bic Pen
Source State of the Blogosphere, Technorati 4-07
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What Can You Measure?

Contextual accuracyCoke the soft drink vs
coke the drug Topics and Subtopics Supervised
and unsupervised clustering Trending of sentiment
(Pro/con) over time Demographics Age group
and gender segmentation New and Unique
VoicesTrack interest build and intensity Clean
Data3 layers of spam filtering

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How Polluting?

Overall By Gender By Generation
Spam blogs inflated results for Brand B by over
300. In reality, Brands A and C were the most
mentioned. Filtering spam blogs is CRITICAL for
making the right decisions.
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How Enterprising?


FDA announcement
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What Can You Learn?

• Is your company, product, press release being
  discussed?
• With what types of customers?
• What themes are resonating?
• Is there momentum behind the discussion?
• How is your brand perceived? By whom?
• Are new people joining the discussion?
• Are other marketing efforts creating buzz?

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Ideal Applications

• Just about everything consumer facing gets
  discussed in blogs
• Consumer Electronics
• Consumer Package Goods
• Media Entertainment
• Politics
• Automotive
• Health Pharma
• Gaming
• Communications
• Financial Services

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Learn what consumers REALLY want

• Their dogs are people too
• Baby Boomers
• Enjoys including their dogs in as many leisure
  activities as possible
• Gen X
• Dogs are a cute, fun companion
• Gen Y
• Likes to travel with their pets but cant
• ALL of them.

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How MediaSense Evaluated the Pet Food Recall
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Volume Trend for Topic by Week
Week Ending 2/18/07 through Week Ending 4/1/07
Description

• This graph plots the number of posts referring to
  the topic by week.

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Sentiment Trend for Topic by Week
Week Ending 2/18/07 through Week Ending 4/1/07
Description

• This graph plots the number of negative and
  positive sentiment posts referring to the topic
  by week.

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New Voices for Topic by Week
Week Ending 2/18/07 through Week Ending 4/1/07
Description

• This graph depicts the trend of new voices
  contributing to conversation related to the
  topic. This graph can be used to gauge topic
  momentum.

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Demographic Breakdown All Mentions
Week Ending 2/18/07 through Week Ending 4/1/07
Boomer
Gen-X
Gen-Y
Male
Female
Description

• These graphs depict the age by gender breakdown
  of mentions for the reporting period.

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Demographic Breakdown Negative Mentions
Week Ending 2/18/07 through Week Ending 4/1/07
Boomer
Gen-X
Gen-Y
Male
Female
Description

• These graphs depict the age by gender breakdown
  of negative mentions for the reporting period.

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Sample Verbatims
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MediaSense Blog Measurement

• Enhanced Spam filtering
• Trending
• Conversation momentum
• Demographic breakdown
• Tonality
• 2,900 for a 10 week report or 9,500 annually

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Questions
Questions?
For more information call [phone] or email
mediaintelligence_at_prnewswire.com
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