Webcast Synopsis: Analyzing Negative Brand Perceptions
In our August 28th webinar presentation, we examined what type of scenarios are typical when negative perceptions about a brand are observed. The first scenario we identified as a Brand Crisis, resulting from an offensive post or immediate backlash from a message. The second scenario we identified as Persistence, resulting from continued negative perceptions about a brand over time. For the Persistence scenario, which is what our webinar focused on, we used the topic of “Monsanto and GMO’s discussion” as our case study.
A Crisis event often shows tell-tale signs, in the form of a large immediate spike in negative volume that last for only a short duration of time. Persistent negative content often shows an immediate spike following an event, with subsequent negative spikes and generally elevated negative content over time.
We then delved further into the scenario of how to analyze persistent negativity about a brand. What is driving this content, what are people saying, and how can we address this? Starting at the methodology level, we revealed our approach to the research to help us uncover meaningful insights among the negative data that can lead us to actionable ways to address the problem.
At the highest level, we examined ways to uncover what the common themes among negative posts were. Going a step further, we focused in on specific medial channels, such as Facebook, to see if there was meaningful information about where people were talking (beyond what they were saying). We then dissected what was happening on Facebook, beyond conversation themes, in the form of examining how people were using the channel as a means of communication and information sharing. Finally, we sliced data by demographic segmentation and examined nuances between male and female conversations, to see if there was a way to properly address different groups with different strategies.
The key takeaways in the end were:
- Identify where, how and why people are saying what they’re saying (not necessarily the what)
- Inform yourself and be able to glean meaningful information from the data
- Address your detractors appropriately by developing a plan of action and crafting responses that are well informed.
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