Things aren’t always cut and dried, meaning: Hate doesn’t always mean hate, and love doesn’t always mean love. That’s why it’s imperative to have sentiment analysis tools which can pull the sentiment from the word. This provides intel on what a consumer really thinks, and feels.
For example, below we have a word cloud with top emotions expressed for a leading water brand, and one of the biggest is hate – what is the sentiment analysis here?
Digging below the surface, we find that people feel this top seltzer water brand is not flavored well enough – comparing its taste to a “water truck which happened to pass by fruit.”
There are also numerous comparisons made with other preferred brands. It's crucial to understand what the competition is doing differently – what the sentiment analysis is here – so we can see why this brand is winning so much praise, beyond the flavor profiles. This is particularly important as we see on the flip side, Love speaks to consumers favorite flavors. Yet even the lovers of this brand enjoy the ‘water truck” posts because they’re funny. Could this be a new way to capture the attention of consumers? It’s certainly one that its competitors could take advantage of!
There are many ways to influence your consumer, but you have to understand your audience and who they are to know how to target them. And advanced demographics, aka psychographics, can help you separate your audience by more than just male/female, age and ethnicity.
With social analytics tools, you can dive deeper and discover common interests, professions and even brands those consumers have in common. Consumers want to support brands whose ideals line up with their own, so having this intel helps brands create better targeted messaging for their audience.
Here, our water company shows that the outdoors and religion are top priorities. And this could be intel used in marketing, or avoided, if need be, if it proves to be too sticky of a subject.
Or one could use this data to find the right influencer to reach consumers that are on the lower index, like shopping…
You don’t need a celebrity, in fact, micro-influencers have a 60% increased engagement rate compared to macro influencers. They also have a 20% higher conversion rate, helping brands boost their online sales.
This micro-influencer boasts 5,719 followers and obviously likes to share about what beverages are getting her through the week. And she is a style and fashion blogger.
She could be a great option for our water brand to track and see if she is reaching the same audiences they need to reach within the shopping category. And if so, it could mean more eyeballs on their offerings – and more money in the bank.
One of the best things that you can do as a brand is keep an eye on your company’s brand health by monitoring consumers’ perception of it over time.
You do this simply by tracking sentiment over time and set alerts to any change in mentions or nete sentiment – or even keywords mentioned more than average (think #boycott). Positive sentiment that lasts is created with small and consistent steps, not a single large one.
Once you know where you stand, you’ll need to be proactive and delve below the surface to demonstrate to stakeholders what sentiment analysis is, how to utilize AI sentiment analysis datasets, and how you can use it to raise that bar.
Using personal narrative themes, like the one below, can help you uncover the good, the bad and the ugly about your brand. What do you consumers want to see more of? What do they not like at all? Dig into the specific and track which is mentioned most over time:
