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ListeningtoInsightsProcessandbusinessapplicationSep20122WhatkindofLISTENINGSERVICEdoIneed?3NielsenSocialListeningServicePackageONLINEBUZZDASHBOARD+REGULARSUMMARYREPORTBRAND/CAMPAIGNDEEPDIVECRISISMONITORING&ANAYSIS1234Iwanttocloselymonitormyonlinebuzzperformance,andlistentoconsumersonadailybasis.WhatkindofListeningServicesdoIneed?ONLINEBUZZDASHBOARD15confidentialOnlineBuzzDashboard(DailyUpdate)TopbuzzforthebrandBuzzgraphKOLsShareofVoiceSourceofConversationsBuzzVolumeTrendWeiboBrandAccountTracking(ULvs.Competitor)PostMonitor6confidentialBasicTermsCoverageKPIsDefinitionDashboard1.BBS2.SinaWeibo3.BlogReport1.BBS2.SinaWeibo,TencentWeibo3.Blog4.News,Video,Q&A,SNSBuzzVolume(BV)讨论量No.ofpostthatmentionedbrandand/orproductBuzzShare(BS)讨论份额BuzzShareofBrandA=(BrandApost)/(BrandApost+BrandBpost+…)*100%BuzzSentiment(PSR)*讨论的正面评价比率BuzzSentiment(PSR)=(positivepost)/(positivepost+negativepost)*100%PSR:positivesentimentrateForwardRate转发率(Weiboonly)ForwardRate=theaverageNo.offorwardgeneratedbyeachoriginalpost.CommentRate评论率(Weiboonly)CommentRate=theaverageNo.ofcommentgeneratedbyeachoriginalpostReplyRate回复率(BBSonly)ReplyRate=theaverageNo.ofrepliesgeneratedbyeachoriginalpost*Note:currentlyitisonlyavailableinthereportsanddashboardsentimentisstillinthedevelopmentprocess7Howtocalculatebrandbuzzvolume?BrandBuzzvolumeincludesbrandonlymentionpost+productonlymentionpost+productandbrandco-mentionpost+campaignandbrand/productco-mentionpost今天在超市看到家乐在搞活动IsawthatKnorrislaunchingapromotioninthesupermarkettoday.浓汤宝的新包装还挺方便ThenewpackageofKDSTisconvenienttouse.我参加了家乐321菜谱活动IhaveparticipatedintheKnorrRecipe321campaignBuzzVolumeofKnorr昨天妈妈用了家乐浓汤宝MymomhadusedKnorrKDSTtocookyesterday.BrandonlymentionpostProductonlymentionpostProductandbrandco-mentionpostCampaignandbrand/productco-mentionpostSampleQuote8HowtocalculateCampaignbuzzvolume?Assumecampaigncoulddrivebrandbuzz…Campaignandbrand/productco-mentionpostCampaignonlymentionpost(Nobrand/productmentionedatall)CampaignbuzzvolumeSampleQuote支持中华闪亮未来活动!支持陈键锋IaminfavoroftheZhonghuaiSparkcamapignaswellasSammulChan.我好喜欢这个商业精英挑战赛的活动.IlikethisiSparkcampaign.BrandBuzzVolumeCampaignBuzzVolume9Besidesself-servicedashboardmonitoring,Iwouldexpectaregularsummarytorecapmybrand’sonlinebuzzKPIperformanceandtrendline.WhatkindofListeningServicesdoIneed?+REGULARSUMMARYREPORT110Example:RegularSummaryReportBrandBuzzVolumeandBuzzSourceBrandBuzzTrendBrandWeiboAnalysisBrandWordCloudBrandSentimentAnalysisRegularSummaryReportWhatistheonlinebuzzvolumeformybrandandcompetitor?1)ZhonghuarankedNo.2intermsofbuzzvolume2)‘BrightenYourFuture’CampaignmainlydrivestheonlinediscussionofZhonghuaRegularSummaryReportHowdoconsumersthinkaboutmybrandversuscompetitors?PositiveorNegative?*PSR=PositiveSentimentRateKnorrSentimentscoreofKnorrkeepincreasingfrom2011Q2to2012Q1ZHimprovedonlinebuzzsentimentabitafterthecampaign.RegularSummaryReportWheredoconsumerstalkaboutmybrandacrosssocialmedianetworks?SinaWeiboandTencentWeiboarethemainbuzzsourceforthetoothpastebrandsexceptCrestsawbigbuzzcontributionfromBBSRegularSummaryReportHowdoconsumerstalkaboutmybrand?MorebrandmessageandsloganwasmentionedwithZhonghuaafterthecampaignPre-CampaignPostCampaignDuringCampaign15Ilaunchedabigonlinecampaigninsocialmedia,Iwanttohaveafullanalysisonthecampaignperformanceandimpactonbrand.WhatkindofListeningServicesdoIneed?CategoryBuzzOverviewBRAND/CAMPAIGNDEEPDIVE2BrandWeiboAnalysis16Category/Brandbuzzoverview1.Whatconsumersaretalkingonlinerelatedtomycategory?2.Whatproductsarediscussed?3.Howdoconsumersperceivemybrandsandproducts?4.Whatbrandshavedonetodriveonlinebuzzalongtime?CategoryBuzzOverview17Category/BrandbuzzoverviewWhatconsumersaretalkingonlinerelatedtomycategory?25%21%18%7%3%RecipeSharingAdevertisement&CampaignUseexperiencePurchaseExperienceUsagetipsCategoryDiscussionAngleOverview*Dummydata18Category/BrandbuzzoverviewWhatproductsarediscussedonline?Knorrwasthemostdiscussedbrand,followedLEEKUMKEE(LKK).AmongKnorrdiscussion,80%wasrelatedtoKDST19Category/BrandbuzzoverviewHowdoconsumersperceivemybrandsandproducts?KnorrandKDSTwereperceivedasabrandwhoseproductwassimpletouse,whilesomecomplaintthatKDSTingredientisnothealthy.LKKwasmoreconsideredasayummybrand.20Category/BrandbuzzoverviewWhatbrandshavedonetodriveonlinebuzzalongtime?21BrandWeiboanalysis1.Whatistheoverallstatusofmyaccountvs.competitors?2.Myfansquantityisbooming,Iwonderthequalityisgoodornot?3.Howaboutmyengagementtrendalongtime?4.Howdoesmyweibotweetperform?5.Whatcontentofmybrandweiboismoreengaging?6.Whoparticipatedmyweibocampaign?7.Whichtimeslotgethigherre-tweetsinmyWeibo?8.Besidesfan’snumber,howshouldIbetterevaluatemyKOL?BrandWeiboAnalysis22BrandWeiboanalysisWhatistheoverallstatusofmyaccountvs.competitors?“汤哥的家乐美食厨房”,theearliest-establishedSavourWeiboaccount,hadahugenumberoffollowers,anotherbrandaccount家乐isestablishedinearly2012,gained17KfansbytheendofJuly?23BrandWeiboanalysisMyfansquantityisbooming,Iwonderthequalityisgoodornot?24BrandWeiboanalysisHowaboutmyengagementtrendalongtime?Theforwardcountoftheaccountreachedits