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By Justin Tenuto, March 5, 2015

Recapping our Sentiment Analysis Webinar with Edelman PR

Last Thursday, we sat down with two members of Edelman’s Measurement & Insights team Chris Lightner (Executive VP) and Jocelyn Swift (Senior Account Executive) to talk sentiment analysis. If you missed the webinar or just wanted a refresher, here’s a breakdown of what we talked about:

Edelman runs sentiment jobs for a variety of reasons. They look at things like the overall health of their brands as well as checking the sentiment of new products and launches. Sometimes, looking at the sentiment around a particular issue gives their brands understanding of crises that are just beginning to gain steam, which in turn allows the brand to take action before negativity spirals out of control. And, interestingly, they sometimes use it to identify the voices who are actually amplifying the message around their brands. We’ll get into real-world use cases for each of these in the slides below.
The most important thing for Chris and Jocelyn was accuracy. Out-of-the box natural language processors (NPLs) hover around 70% whereas they’ve found people-powered sentiment analysis gets them to 95%. They’ve hand-checked results to make sure of that.

That accuracy gives both them and their clients peace of mind. It also gives them a competitive advantage, plus, they don’t need to spend internal resources hand-scoring sentiment when they can trust the crowd.

sentiment-webinar-slide-3 One of Edelman’s clients makes video games. When they released a recent title, some gamers were bummed that a mode they expected to be in the game was not. Thankfully, Edelman was monitoring the sentiment of the launch on Twitter. Since people-powered analysis can go beyond positive and negative, they were able to learn that a lot of the negative sentiment was about that missing mode and they could report that to the game company. The result? They prioritized including the mode into an update. The gaming community knew their voice was heard. And detractors turned into promoters.
sentiment-webinar-slide-4 Another of Edelman’s clients wanted to launch a happy hour at their locations and Chris and Jocelyn were again monitoring sentiment around the idea. They discovered that users were mostly positive about the initiative but that they thought the happy hour was too short. Knowing that, the company increased the happy hours before they even launched with the project and they met their goals without a hiccup.

Additionally, Edelman will look at exactly which press channels amplify their efforts best, which are most positive, and where engagement is high. They use this to tailor further pitches and identify the most important outlets for their brands.

sentiment-webinar-slide-5 Sometimes, Chris and Jocelyn use CrowdFlower for proactive testing. They had a client who wanted to launch an Instagram page but wasn’t sure what hashtag to go with. So Edelman created a job where they used some pictures the client had an asked users which hashtag resonated with them. One was a clear winner with 40% of the votes. The next highest had 15%.
sentiment-webinar-slide-6 Edelman showcased another clever use of the CrowdFlower platform around journalist outreach. They sometimes run jobs on specific twitter accounts and other social channels for individual journalists and outlets and ask the crowd to tell them, essentially, what’s in there. Does a journalist like the New York Knicks? Maybe they go to a lot of concerts. Maybe a news outlet traffics more in memes than serious news. They use this information to tailor their pitches to individual people and sites to get better traction.
sentiment-webinar-slide-7 The decision to buy a car is a big one and people take their time making it. In fact, the sales cycle for a car is around six or seven years. So to find out whether marketing and advertising for certain cars works, Edelman will monitor consumer emotion for awareness, intent, and advocacy. They’ll look at how individual Twitter users change their opinions over time, say, after a particular ad or a successful test drive. They can then understand what actually makes people choose to purchase a particular car.

If you’d like to download the deck above, simply head to our original sentiment analysis webinar page and you can do so now. And if you’re curious about taking CrowdFlower for a spin to run your own sentiment jobs, we can help. You can get started on a free trial, request a demo, or just contact us with questions. We’d love to get you started.