I have recently started my stint with Web Analytic. And I am already in love with the realm of this concept.
Internet or to be more precise, web 2.0, as we know is no longer just a source of information, it is now a platform for information as well as "functionality".
It is now an overt fact that the urban youth has a part of their conscious and sub-conscious mind dedicated to the internet.
Some people are more expressive on social media as compared to real life. Some even share each and every aspect of their personal life. Facebook has recently added another function - how are you feeling? ( most of the time which is negatively expressed balloon deflating)
Web space is pregnant, ripened and rife with expressions, opinions and sentiments of the people. And the beauty is that we can gauge all that with Web Analytics.
Now, as this blog is dedicated to marketing, how is marketing related to web Analytics?
Well, it is actually very very profoundly linked, considering the world of today were the online behavior is inherently proportional to the offline one.
And, with web Analytic we can effectively predict the sentiments of the consumers for the brands with precision and with a decent accuracy.
I have titled this post as, "value of Stars and Web Analytics." Here, when I am talking about stars I am referring to the celebrities.
Ok, referring to this article-
where it has been mentioned that sales of Dollar soared by a whopping 200% after they signed Akshay kumar as their brand ambassador.
This is thus another exemplification of how brand ambassadors can boost the relationship of the brand with the consumers.
They will obviously not act as a panacea. But, If a brand hires a proper celebrity as their ambassador, it can create wonders.
Often, the managers go by their gut, which is not totally wrong. Yeah! Steve Jobs went by his gut! he never believed in Market research. But, the fact is there is just one Apple Inc. And Research done with proper ethos, tenets and methodology can be eye opening.
Now, for a manager who is contemplating on choosing a brand ambassador, what will be the key performance indicators.?
The driver is Popularity and sentiment. Why sentiment? Kasab was popular, would one make him the ambassador? Absolutely not. That's why we need to gauge the sentiment for the celebrity also.
The key performance indicator for popularity will be the number of mentions in a given period of time. Why we need to include the given period of time? Because Govinda will have more stories and mentions of him than Sushant Singh Rajput due to his lengthier presence. Same period makes the ground of comparison somewhat even.
But, how to gauge sentiment. Well, no worries there are dedicated websites who give the sentiment also.
How they do it? There are basically three types of sentiments- Positive, negative and neutral.
They have a pool of words which attributes to each type.
Words like great, awesome, amazing et al with the celebrity in the mentions will add to positive sentiments.
Similarly words like sucks, ridiculous, disappointment will be negative.
The remaining will be neutral. (basically what the buggers can't calculate declare it neutral )
So, lets consider here the example of three popular Vest brands- Dixie Scott, Lux Cozi and dollar.
Their brand ambassadors - Salman Khan, Sunny Deol and Akshay Kumar.
Now, I want to test the popularity of these celebs in the web space there are plenty of tools. I will be mentioning about only three.That does not mean I consider them the best. Yeah, Yeah, we all know who is most popular- its Sallu Bhai! but lets prove it. Beingsallufan
There is this beautiful tool -
http://analytics.topsy.com/
On this i can compare the Twitter mentions of at max three people for at max one month, for for for- Yesss- "FREEE"
Now, as you can see is that this graph gives the number of mentions of the three celebs. Clearly, Salman Khan is leading the mention and Sunny deol is not even remotely there. Though, he has been consistent :)
Now, please go to these link -
Salman Khan Mentions
Akshay kumar Mentions
Sunny Deol Mentions
For the lazy ones among you :) these links present the mentions on most of the platforms like - links, videos, tweets and photos.
Here also Salman khan leads the race with over 11k mentions in the past 30 days, Akshay Kumar is around 5k and Sunny Deol has 1.2 k.
Yet another beautiful tool is socialmention.com
The beautiful thing about this tool is that it also gives the sentimental analyses of the voices on social media.
Again having the same comparison-
Salman khan Social mentions
Akshay Kumar Social mentions
Sunny Deol Social mentions
"If" you have clicked on these links, then you will find that though Salman Khan is the most popular according to this tool also. But, sentiment for Akshay Kumar is more positive as compared to Salman Khan!
Yet, another interesting tool is Klout. Klout is an amazing platform. It helps people in finding their influence among their friends in social media.
Its a pretty nice tool. You can use it just for fun also to find out that how influential are you and compare it with your friends who are there on klout.
Again coming back to our example -
on the date of creation of this blog Salman khan's klout score is 87
Akshay kumar's klout score is 86.
And Sunny Deol is not present himself on social media, sop! no score. If I were the marketing manager at Lux Cozi. I would not promote Lux Cozi through Sunny Deol for now, if i want Youth connect with the brand.
Based on Klout the scores of the other two are 86 and 87. So, whom would you pick? Its close. Thus one should rely on multiple sources for such tasks.
Combining other results, clearly Salman khan will be the best pick.
Thus these tools definitely help in decision making. At least for the digital platform they can be relied upon.
The marketing managers can buy paid version of these tools and have panoramic view of the mentions of their prospective ambassadors.
My friends who are pursuing MBA/PGDM can use the data from these sites and cite them in their presentations while they are presenting any insights or suggestions.
You should also try these tools. Go and compare for...lets see.. compare for Virat Kohli, Shikhar Dhavan and Ravindra Jadeja.
or a better one - Poonam Pandey, Sunny leone and Sherlyn Chopra :) Sherlyn chopra is not spicing up Splitsvilla it seems !
I hope you liked the post. I will love to read your feedback.
To get regular updates from my blog please subscribe to my blog.
You can join the facebook group -Marketing walle group and page - Marketing walle page
I will be grateful if you share this post on your Social groups.
Take care :)
Internet or to be more precise, web 2.0, as we know is no longer just a source of information, it is now a platform for information as well as "functionality".
It is now an overt fact that the urban youth has a part of their conscious and sub-conscious mind dedicated to the internet.
Some people are more expressive on social media as compared to real life. Some even share each and every aspect of their personal life. Facebook has recently added another function - how are you feeling? ( most of the time which is negatively expressed balloon deflating)
Web space is pregnant, ripened and rife with expressions, opinions and sentiments of the people. And the beauty is that we can gauge all that with Web Analytics.
Now, as this blog is dedicated to marketing, how is marketing related to web Analytics?
Well, it is actually very very profoundly linked, considering the world of today were the online behavior is inherently proportional to the offline one.
And, with web Analytic we can effectively predict the sentiments of the consumers for the brands with precision and with a decent accuracy.
I have titled this post as, "value of Stars and Web Analytics." Here, when I am talking about stars I am referring to the celebrities.
Ok, referring to this article-
where it has been mentioned that sales of Dollar soared by a whopping 200% after they signed Akshay kumar as their brand ambassador.
This is thus another exemplification of how brand ambassadors can boost the relationship of the brand with the consumers.
They will obviously not act as a panacea. But, If a brand hires a proper celebrity as their ambassador, it can create wonders.
Often, the managers go by their gut, which is not totally wrong. Yeah! Steve Jobs went by his gut! he never believed in Market research. But, the fact is there is just one Apple Inc. And Research done with proper ethos, tenets and methodology can be eye opening.
Now, for a manager who is contemplating on choosing a brand ambassador, what will be the key performance indicators.?
The driver is Popularity and sentiment. Why sentiment? Kasab was popular, would one make him the ambassador? Absolutely not. That's why we need to gauge the sentiment for the celebrity also.
The key performance indicator for popularity will be the number of mentions in a given period of time. Why we need to include the given period of time? Because Govinda will have more stories and mentions of him than Sushant Singh Rajput due to his lengthier presence. Same period makes the ground of comparison somewhat even.
But, how to gauge sentiment. Well, no worries there are dedicated websites who give the sentiment also.
How they do it? There are basically three types of sentiments- Positive, negative and neutral.
They have a pool of words which attributes to each type.
Words like great, awesome, amazing et al with the celebrity in the mentions will add to positive sentiments.
Similarly words like sucks, ridiculous, disappointment will be negative.
The remaining will be neutral. (basically what the buggers can't calculate declare it neutral )
So, lets consider here the example of three popular Vest brands- Dixie Scott, Lux Cozi and dollar.
Their brand ambassadors - Salman Khan, Sunny Deol and Akshay Kumar.
Now, I want to test the popularity of these celebs in the web space there are plenty of tools. I will be mentioning about only three.That does not mean I consider them the best. Yeah, Yeah, we all know who is most popular- its Sallu Bhai! but lets prove it. Beingsallufan
There is this beautiful tool -
http://analytics.topsy.com/
On this i can compare the Twitter mentions of at max three people for at max one month, for for for- Yesss- "FREEE"
Now, as you can see is that this graph gives the number of mentions of the three celebs. Clearly, Salman Khan is leading the mention and Sunny deol is not even remotely there. Though, he has been consistent :)
Now, please go to these link -
Salman Khan Mentions
Akshay kumar Mentions
Sunny Deol Mentions
For the lazy ones among you :) these links present the mentions on most of the platforms like - links, videos, tweets and photos.
Here also Salman khan leads the race with over 11k mentions in the past 30 days, Akshay Kumar is around 5k and Sunny Deol has 1.2 k.
Yet another beautiful tool is socialmention.com
| Socialmention logo |
Again having the same comparison-
Salman khan Social mentions
Akshay Kumar Social mentions
Sunny Deol Social mentions
"If" you have clicked on these links, then you will find that though Salman Khan is the most popular according to this tool also. But, sentiment for Akshay Kumar is more positive as compared to Salman Khan!
Yet, another interesting tool is Klout. Klout is an amazing platform. It helps people in finding their influence among their friends in social media.
 |
| Klout logo |
Again coming back to our example -
 |
on the date of creation of this blog Salman khan's klout score is 87
Akshay kumar's klout score is 86.And Sunny Deol is not present himself on social media, sop! no score. If I were the marketing manager at Lux Cozi. I would not promote Lux Cozi through Sunny Deol for now, if i want Youth connect with the brand.
Based on Klout the scores of the other two are 86 and 87. So, whom would you pick? Its close. Thus one should rely on multiple sources for such tasks.
Combining other results, clearly Salman khan will be the best pick.
Thus these tools definitely help in decision making. At least for the digital platform they can be relied upon.
The marketing managers can buy paid version of these tools and have panoramic view of the mentions of their prospective ambassadors.
My friends who are pursuing MBA/PGDM can use the data from these sites and cite them in their presentations while they are presenting any insights or suggestions.
You should also try these tools. Go and compare for...lets see.. compare for Virat Kohli, Shikhar Dhavan and Ravindra Jadeja.
or a better one - Poonam Pandey, Sunny leone and Sherlyn Chopra :) Sherlyn chopra is not spicing up Splitsvilla it seems !
I hope you liked the post. I will love to read your feedback.
To get regular updates from my blog please subscribe to my blog.
You can join the facebook group -Marketing walle group and page - Marketing walle page
I will be grateful if you share this post on your Social groups.
Take care :)
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