Advocacy Tracker: aligning brand communication with advocates can help drive more positive recommendations
by Leonie Bulman on 1st May 2012
Understanding advocacy can help brands develop messaging which is aligned with the reasons why consumers recommend them to others. Aligning brand messaging in this way can in turn drive more positive advocacy and help mitigate detraction.
Super Bowl movie trailer insights: Avengers drives most intent to view
by Lawrie Doran on 7th February 2012
Analysis of immediate consumer Twitter reaction to the latest Super Bowl movie trailers reveals the Avengers as the out and out winner, driving more positivity, higher reach, more intent to view and a larger growth in Facebook likes than its rivals.
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.
Domino’s pizza making app generates product desire by engaging consumers’ senses
by Leonie Bulman on 24th November 2011
Domino’s are the latest brand to use digital marketing and apps to bring the consumer closer to their products. The new Pizza Hero app lets you virtually create your own pizza then order it for real. This generates strong product desire by stimulating the consumer’s senses.
Heinz Ketchup Facebook store launch marred by technical glitches
by Andy Pilkington on 15th November 2011
Heinz Ketchup’s Facebook store shows that consumers respond well to the prospect of an FMCG Facebook store, but that technical glitches can scupper a launch.
Verbatim analysis: assessing brand attributes in discussion around Neutrogena
by Leonie Bulman on 20th October 2011
With Verbatim, WaveMetrix’s entry-level service, brands are now able to map brand attributes onto consumer discussion, giving them an understanding of consumer attitudes on a more emotional level. The example of Neutrogena shows how these attributes can help brands better relate to consumers
Verbatim social media analysis: understanding purchase and advocacy drivers for Nike footwear
by Leonie Bulman on 13th October 2011
Through a new monitoring service called Verbatim, WaveMetrix show how to get the most out of online consumer discussion by extracting purchase and recommendation drivers. Looking at the case of Nike Footwear in China, Verbatim analysis shows which particular topics to focus on when engaging potential buyers versus advocates.
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.
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