BuzzMetrics Brand Association Maps
Although the tools are out there for anyone to track buzz themselves, sometimes it is preferable to employ someone else to do it - the skills to collect and more importantly analyse a large volume of data may not be present in a company (and a large company very rarely has the incentive to bring those skills in house when they can pay someone to do it, unlike the smaller guys).
BuzzMetrics are one of the leaders in the service field and they are using one of the more buzz-worthy topics around at the moment to demonstrate a new tool they are offering - Brand Association Maps. They’ve used the tool to take a look at the chat around Sanjaya, a competitor on American Idol. They come to the unstartling conclusion that: “Sanjaya has extremely high association with campaigns intended to prevent his elimination”. Which if you read enough blogs is not surprising. Their conclusions:
- Sanjaya Malakar, one of the last remaining contestants, has few positive attributes.
- Howard Stern and Vote for the Worst, were as closely associated to Sanjaya as American Idol, suggesting the two campaigns are supporting Sanjaya’s notoriety.
- Many bloggers agree that Sanjaya lacks talent and does not belong among the top contestants. Many fans think Sanjaya is making a “mockery” of the contest and believe it would be downright “wrong” if he won.
- Beauty care companies are receiving an unsolicited, free dividend in viewer engagement around “hair” - as Sanjaya’s hairdo is among the most associated topics.”
On the last, did anyone see any beauty care products jumping on this? That’s one reason to keep an eye on buzz in general, for opportunities to add to the debate.
They’ve not included the image in the Press Release, but Stephen Dubner on Freakonomics has posted it and you can see it in detail on Flickr. The comments on this post are well worth the read, especially from Max Kalehoff from Neilson Buzzmetrics.
Despite their use of Sanjaya and Idol, frothy pop-culture if ever anything was, I like the tool in itself. As Max says:
the map is visually stimulating and intuitive, and therefore has the power to captivate and effectively communicate data not only to the statistically astute, but to organizational stakeholders who either are only interested in the summary view (i.e., busy CEOs), or just won’t or can’t translate numbers.
Meanwhile, despite the alleged campaign to keep him on the programme, he got voted off this week. But as a one-name personality, I’m sure he’s going to find some work for a few weeks.
Tags: Buzz Marketing, buzzmetrics, sanjayaRelated Stories
POSTED IN: Advertising Agencies, Buzz Marketing
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