Effective tracking of viewer sentiment - the benefits for digital broadcasters and

advertisers

JP Kloppers CEO - BrandsEye

@jpkloppers

<Relatable story about how feelings affect purchasing decisions – Slide should be an image>

Businesses already worry about how people feel…

The result?

SURVEYS!It is estimated that American Adults complete over 7 billion surveys every year. Every day customers around the world are bombarded with millions of surveys: •  Forms •  Emails •  Pop-ups on websites •  Phone calls •  Voice prompts at the end of phone calls •  Focus groups

Surveys

þ  Take time

þ  Only answer the questions you ask

þ  Are expensive to manage

þ  Accuracy varies significantly

There MUST be a better way?

Enter Social Media…

Social Media is a massive treasure trove of customer thoughts and feelings. Always available. Updated in real-time. Infinite depth.

BUT… turning Social Data into customer insight is not easy!

Common questions:

1. How representative is social media of my customers?

2.  Isn’t social media data just complaints? 3. How do I make sense in all the noise? 4. Can computers really interpret

meaning?

Computers battle to understand how people feel

Situation: Sentiment is subjective

Relevance is questionable

Implication: Data has been unreliable

By combining machine human and machine processing it is possible to process vast amounts of data with

tremendous accuracy and out perform a human only or machine only solution.

Artificial intelligence: 60% accurate

Human-verified:

90% accurate

This is particularly true for sentiment

Human Verified Data vs Automated DataThe Oscar Pistorius Trial

Human Verified Data vs Automated DataThe Oscar Pistorius Trial

What other business metrics should sentiment add meaning to?

•  Sales data •  Market share shifts •  Consumer confidence data •  Customer acquisition and retention data •  Share price

What other business metrics should sentiment add meaning to?

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051015202530

RAMS listenership against average Jacaranda driven online conversations in the month of June 2014

Percentage of audience listening to the radio

Number of mentions of Jacaranda

The insights and benefits for broadcasters?

1. South African Telecoms Industry 2. Sky television in the UK 3. The South African News & Radio market

Telecoms industry in South Africa

0.00%  

10.00%  

20.00%  

30.00%  

40.00%  

50.00%  

60.00%  

70.00%  Mar  14  

Apr  1

4  

May  14  

Jun  14  

Jul  14  

Aug  14  

Sep  14  

Oct  14  

Nov  14  

Dec  14

 

Jan  15  

Feb  15  

CellC  Verified  %  Neg   Telkom  Verified  %  Neg   MTN  Verified  %  Neg   Vodacom  Verified  %  Neg  

Negative Sentiment towards Telecoms Brands

Cell C BannerWhile it is not possible to predict customer behaviour - service levels that are not addressed should be warning bells.

36 50 35 73

940

37

7/1/2014 8/1/2014 9/1/2014 10/1/2014 11/1/2014 12/1/2014

Negative Mentions of the Sandton Store – Source of the November Complaint

Most stores average 3-5 mentions a month – Sandton as a large and busy

store is expected to receive more… but this much?

Telkom Sentiment Spike

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Telkom share price and sentiment correlation

Share Price Negative Sentiment

Network issues driving pain?

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% of conversation about Network Issues

CellC % Telkom % MTN % Vodacom %

Future of Telecom’s Companies

“The global precedent of telcos [not] being anything more than ‘dumb-pipes’, as they like to call it, is not particularly compelling… …You have to find growth in actually selling services or participating in services revenues”

SEFISO DABENGWA, MTN CEO

Customer sentiment will become more important as service lines grow: Who would you trust to deliver the best video on demand content?

Sky TV churn challenge

Reasons for Sky’s churn are variedSample of cancellation threats on Movies, News & Sports: breakdown (1 Nov 2014 - 21 Jan 2015)

75%

12%

10%

2%

1% 0%

0%

Total conversation

Sports-related

Movies

News-related

Price too high

Considering Virgin

Considering Amazon

Other

Sports cancellation conversation by theme (1 Nov 2014 - 21 Jan 2015)

57%

15%

4%

9%

7%

5% 3%

Football (general)

Thierry Henry

Steven Gerrard

WWE

Formula 1

Cancelling Sky Sports on Virgin

Boxing

Announcement: 10 February 2015

Link between negative conversation and threats to cancel subscriptions in Scotland

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Negative Scottish conversation Scotland cancellation threats

Date of announcement

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2/6/2015 2/7/2015 2/8/2015 2/9/2015 2/10/2015 2/11/2015 2/12/2015 2/13/2015 2/14/2015

Scotland cancellation threats All cancellation threats

Rest of Britain was also upset because of inevitable increase in Sky subscription fees

Date of announcement

news radio

Prim

edia

O

ther

s The South African News & Radio market

News publishers dominated the media sphere, with the best-performing radio station (Good Hope FM) generating less than half the conversation volume of the worst-performing

news source (eNCA). Tracking share of voice across various brands over time will allow broadcasters to determine relative conversation volume growth, indicating the effects of

implementing online strategies.

Share of voice: News24 leads the pack

35.5%

19.9%

14.7%

6.0%4.0% 3.9% 3.6% 3.6% 3.4%

2.1% 1.9% 1.5%

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5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

News24 EyeWitness News (EWN)

eNCA Good Hope FM

Heart 104.9fm

Talk Radio 702

94.5 KFM 5FM Jacaranda FM

Highveld Stereo 94.7

567 Cape Talk

KAYA FM

Share of voice

Talk Radio 702 KAYA FMPrimedia Others

Share of audience is an indication of the relative follower volumes of selected brands. For this metric, Twitter and Facebook profiles were used. News24s combined online following of over 2.6 million individuals gives it a

distinct advantage over its competitors. 5FM has a surprisingly large following for a radio station, which is mainly bolstered by its Twitter following of nearly 600 000.

5FM follower base outweighs other radio stations

40.7%

13.0%10.9% 10.3%

5.4% 4.7% 4.4%3.0% 2.8% 1.9% 1.7% 1.3%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

News24 5FM EyeWitness News (EWN)

eNCA Talk Radio 702

Highveld Stereo 94.7

Jacaranda FM

94.5 KFM Good Hope FM

KAYA FM Heart 104.9fm

567 Cape Talk

Share of audience

Audience utilization measures the difference between a brand’s share of exposure and its share of audience, indicating how well the brand is leveraging its audience to create online exposure. Primedia’s brands’ share of OTS did not significantly deviate from its share of audience. 5FM, however, did not optimally utilize its online

following, with a 9.5% smaller share of OTS than share of audience.

Primedia on par with utilization of online audience

5.8%

4.5%3.7%

1.6%0.9%

-0.3%-0.8% -1.0% -1.2% -1.2%

-2.6%

-9.5%

-12.0%

-10.0%

-8.0%

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

eNCA News24 EyeWitness News (EWN)

94.5 KFM 567 Cape Talk

Talk Radio 702

Good Hope FM

Highveld Stereo 94.7

Heart 104.9fm

KAYA FM Jacaranda FM

5FM

Audience utilization: OTS

Brands can use this metric to determine how effectively they are engaging their online following. This figure shows that EWN engaged the highest percentage of its online following. This could possibly be used to indicate the activity levels of a brand’s online following, or the ability of a brand to post content which is

relevant to its online following (and subsequently stimulate engagement). It is essential to monitor the change in this metric as a brand attempts to implement brand strategies.

EWN performs best at keeping audience engaged

4.1%4.0%

3.6%

3.2% 3.2%

2.5% 2.4%2.3% 2.2%

1.8%

1.4%

1.0%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

EyeWitness News (EWN)

Heart 104.9fm

94.5 KFM eNCA 567 Cape Talk

Good Hope FM

Jacaranda FM

KAYA FM Talk Radio 702

News24 Highveld Stereo 94.7

5FM

% of online audience engaged

News sources had the largest audience between 12:00-13:00, while radio stations’ was between 19:00 and 20:00. This is likely influenced by individuals talking about

the news during their lunch time, as well as radio listeners who don’t have televisions becoming more verbal during peak evening hours.

News prominent over lunch, radio over dinner

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Average unique author volume/hour: radio vs news

News Radio

Popular times for news conversation: Tuesday 15:00-16:00; Friday 12:00-13:00. Top times for radio

conversation: 19:00-20:00.

News sources consistently outperform radio

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Average unique author volume/hour

Radio News

Thank  you  Ques-ons?