Social Media Conference, Glasgow for Business Week, 8/11/11 http://www.energise2-0.com

1. Did you hear my heartbeat?
Sentiment in social media
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2. A route map
 Around and about
 A very brief background
 Inside out
 Deep analytics in action
 Outside in
 EM in action
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3. Organisations
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4. Which of these colours is better?
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5. What is better?
UP or DOWN
Click to edit Master title style
What is better - Up or Down
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6. What is better?
ROUND
SQUARE
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7. Emotion?
Movre – to move
Root of the word
motivation
Causes action and
reaction
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8. Getting inside the SM head
Feeling
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9. The problem
Emotion drives / impacts behaviour
It is tough to measure
It is difficult to report
We would not be talking about
engagement if it were not
important (drives decisions)
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10. A method of looking inside the crystal ball 10

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12. EMO ™ Text Analysis
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13. ANALYSIS – Based on scientific research
Engagement Intensity
Emotion Typical Behaviours No
Acceptance Stay with the club 234
Happy Help the club 65
Anticipation Go to the club 18
Anger Damage the club 92
Disgust Leave the club 2
Sadness Lament the club 7
Surprise Unsure of the club 8
Fear Avoid the club 10
Branding Benchmarking
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14. Intensity
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15. Brand mapping – the best!
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16. Brand mapping – the worst!
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17. Flexible problem solving

Flow Category as a % of Daily Blogs
120
Date stamp
100
 Time track
 Geography
% of Flow Cattegory per Blog
80
60
Flow%
AntiFlow
 Groupings
40
Apathy
 Emotion
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 Behaviour
0
 Intensity
 Mapping
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Dates
 Benchmarking
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18. Commercial impact
 BBC News
 RBS, Nucleus, BP, NPower, Nucleus, ongoing
 Canadian partnership
 Healthcare
 Logier Baird Award selection
 UN, WHO
 Phones, Toyota, Wiseman
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19. Summary
Emotion drives behaviour
Emotion is dynamic
Engagement is a major issue
Emotion can be detected
Emotion is accessible!
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