Starting back in the mid-90's the popularity of internet chat rooms was obvious, as internet users have eagerly taken to the digital airwaves to tell the world a thing or two about their feelings. At first, there were a bunch of (mostly) kids going in to complain or engage in very immature conversations. Not long after that, forums developed so internet users of a certain interest could speak with people all over the world that shared that same interest. Along with blogs, forums and fledgling social sites like Friendster, web 2.0 was born which allowed anyone with relatively decent typing skills to chat it up online.
Fast forward to now, where - according to Pew Internet Statistics - 79% of adults use the internet and nearly half of them are on a Social Networking Site (SNS). Depending on the definition of SNS, this number might be even higher. Most likely it is, since many users don't count blogs, forums, or product review sites like Crutchfield as SNS. At their core, they are because users of the sites can generate content. Thus, I'm inclined to believe that the majority of adults in America are on a SNS (though I'm sure all are not contributing with content) most are at least influenced by them. If you look at total internet usage statistics, those numbers are even higher
This brings me to my point. Sentiment Analysis has exploded into a fledgling industry of passively reviewing the articles and public conversations on social media sites, blogs and articles to help organizations gain an instantaneous quantitatively driven idea of customer's honest feedback about their products and brands. Instead of putting together a product test; attempting to put together a demographically relevant group of consumers; accounting for errors in statistical significance and craftily wording questions and discussions to eliminate bias - an organization may only need to find a technology partner to mine the best data possible.
The other two key pieces to sentiment analysis becoming the focus group will be accuracy and data. First, accuracy with processing human sentiment is no easy task. There are some companies that are doing an increasingly better job of figuring out how to do this, while getting quality scores consistently in the mid-80's. Data is the other side of the equation. Sentiment scores alone are not quite enough to take the information enterprise-wide and act on it. Thus, other data sources and predictive analysis will lead to the prescriptive recommendations we look for from focus groups.
Auto industry share of voice online is, as you might expect, fairly high. Based on a Razorfish Fluent report, only Technology, Entertainment and Retail have a higher likelihood of customers sharing their views online.
What are you doing or planning to do to measure the impact your communications, products, promotions and events have on your brand health? How will you measure and act on those findings? Most importantly, how can you use this information to become even more intuitive about your customers' and prospects' wishes from you and views of you?
Posted by Therran Oliphant, Product Strategist, Polk (08.18.2011)
Fast forward to now, where - according to Pew Internet Statistics - 79% of adults use the internet and nearly half of them are on a Social Networking Site (SNS). Depending on the definition of SNS, this number might be even higher. Most likely it is, since many users don't count blogs, forums, or product review sites like Crutchfield as SNS. At their core, they are because users of the sites can generate content. Thus, I'm inclined to believe that the majority of adults in America are on a SNS (though I'm sure all are not contributing with content) most are at least influenced by them. If you look at total internet usage statistics, those numbers are even higher
This brings me to my point. Sentiment Analysis has exploded into a fledgling industry of passively reviewing the articles and public conversations on social media sites, blogs and articles to help organizations gain an instantaneous quantitatively driven idea of customer's honest feedback about their products and brands. Instead of putting together a product test; attempting to put together a demographically relevant group of consumers; accounting for errors in statistical significance and craftily wording questions and discussions to eliminate bias - an organization may only need to find a technology partner to mine the best data possible. The other two key pieces to sentiment analysis becoming the focus group will be accuracy and data. First, accuracy with processing human sentiment is no easy task. There are some companies that are doing an increasingly better job of figuring out how to do this, while getting quality scores consistently in the mid-80's. Data is the other side of the equation. Sentiment scores alone are not quite enough to take the information enterprise-wide and act on it. Thus, other data sources and predictive analysis will lead to the prescriptive recommendations we look for from focus groups.
Auto industry share of voice online is, as you might expect, fairly high. Based on a Razorfish Fluent report, only Technology, Entertainment and Retail have a higher likelihood of customers sharing their views online.
What are you doing or planning to do to measure the impact your communications, products, promotions and events have on your brand health? How will you measure and act on those findings? Most importantly, how can you use this information to become even more intuitive about your customers' and prospects' wishes from you and views of you?
Posted by Therran Oliphant, Product Strategist, Polk (08.18.2011)
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