Using emojis in marketing can backfire

According to a study conducted by Professor Vyv Evans for Talk Talk, 80% of UK people use emojis to communicate, with 40% saying that they had sent messages using only the famous icons. Emoji, the study claims, is the ‘fastest growing new language’.   Unsurprisingly, some brands have embraced the emoji trend, and started using … Continue reading Using emojis in marketing can backfire

Consumers are talking about you, but what do they really mean?

Dr. Robin Croft, a fellow academic and much valued commentator here on the blog, drew my attention to an ethnographic study that he carried out with two other colleagues [1], on how different genders talk about products, services and brands. Croft and his colleagues observed informal conversations between various groups of people. Each group had … Continue reading Consumers are talking about you, but what do they really mean?

Three steps to spot brewing social media crises

User generated content (UGC), like tweets, blogs or videos, which criticise brands, can spread widely and quickly. If marketing managers leave these conversations unattended, they can go viral, and threaten the brands; whereas handling the negative UGC will reassure other customers (including potential ones) that the company listens, cares and is in control. So, brands … Continue reading Three steps to spot brewing social media crises

Handling social media crises

When problems happen and customers take to social media to vent their frustration, it may lead to a social media crisis like the one faced by United or Comcast. So, it is important to detect problems quickly, and act effectively. I recently published a paper, co-authored with Finola Kerrigan, Dirk vom Lehn, Cagri Yalkin, Marc Braun … Continue reading Handling social media crises

October 2015 round up

October was busy. Very busy. This included a lot of firefighting, which I tend to find very draining. My #5pm pictures show that I spent a lot of time at my desk. But, unfortunately, only a minority of that time was spent on writing or, for that matter, on anything remotely related to research. Instead, my month … Continue reading October 2015 round up

Presentation on the challenges of using Twitter for sentiment analysis

As usual, I am sharing you with you my latest presentation. This one was on the topic of using Twitter for sentiment analysis, building on the work done with Yuvraj Padmanabhan (open access paper  available here).   I really don't want to put you off using Twitter for customer insight. On the contrary - it has lots … Continue reading Presentation on the challenges of using Twitter for sentiment analysis

Coca-Cola: When it comes to customer feedback, negative is more valuable than positive

As I am putting together some notes on the role of Twitter to study sentiment, I come across an interview with Coca-Cola's head of creative content for Asia-Pacific, Pratik Thakar, here. At one point, Thakar says the following about social media as a source of consumer insight: I believe that social media is a big … Continue reading Coca-Cola: When it comes to customer feedback, negative is more valuable than positive