Wave: social media quarterly – using social media more creatively to engage consumers
by Leonie Bulman on 12th January 2012
WaveMetrix analysis of how brands have used social media during Q4 2011 highlights some of the most innovative strategies seen throughout the year, such as crowd-sourcing and using Twitter hashtags more creatively. 2011 has seen brands let consumers do more of the talking, promoting fan-to-fan engagement.
Verbatim social media analysis: interpreting advocacy in Neutrogena social data
by Leonie Bulman on 17th November 2011
Verbatim, the entry-level solution for social media analysis, provides insights into online advocacy. Marketers are paying increasing attention to advocates as they give brands an opportunity to spread awareness. The case study of Neutrogena Naturals helps understand what makes advocates tick and how to increase their influence on other consumers.
Verbatim analysis: understanding negative anonymous posting about the iPad 2 in Japan
by Leonie Bulman on 3rd November 2011
Looking at the case of the iPad 2 in Japan, Verbatim reveals how anonymous posting on sites like 2ch.net can have a negative impact on the sentiment of discussion. However, with a deeper understanding of what is causing negativity, Verbatim provides brands with actionable insights to combat it.
All Saints show how to use celebrities to generate positive engagement around your brand
by Leonie Bulman on 29th September 2011
All Saints reveals how celebrity endorsement can successfully promote the lifestyle and aspirations associated with a particular brand and attract positive consumer engagement on a brand’s community page.
Verbatim social media monitoring: Helping Starbucks tackle purchase barriers in an emerging market
by Leonie Bulman on 1st September 2011
Through a new monitoring service called Verbatim, WaveMetrix show that understanding where negative discussion is being generated online can help overcome consumer objections in specific markets. By knowing which topics drive negative discussion among Brazilians and where they mention them, Starbucks can directly respond to alleviate negativity.
Verbatim social media monitoring: Analysing recommendation drivers for Orange
by Leonie Bulman on 25th August 2011
Through a new monitoring service called Verbatim, WaveMetrix show that understanding why consumers recommend your brand is essential to shaping an online interaction strategy. Verbatim analysis around Orange in France pinpoints the specific drivers of advocacy for the brand’s services, showing that these differ from overall discussion.
Verbatim social media monitoring: Analysing the purchase decision for Neutrogena Naturals
by Leonie Bulman on 18th August 2011
Through a new monitoring service called Verbatim, WaveMetrix show that understanding why people purchase a product is more important than knowing what they think overall. The case of Neutrogena Naturals shows that topics of discussion shift when consumers mention purchasing a product, rather than talking about it generally.
Verbatim social media monitoring: Analysing sources of discussion
by Leonie Bulman on 11th August 2011
Through a new monitoring service called Verbatim, WaveMetrix show how Louis Vuitton’s decision to make Angelina Jolie the new face of the brand met harsh criticism from consumers. However, Verbatim reveals that the unfavourable comments are concentrated on female forums and news sites, rather than the brand’s Facebook page.
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