Digital Listening On-the-Spot Case Study: Conan v. Jay v. NBC

One of the things we do here for clients is monitor brand sentiment through digital listening tools. We can see when and where spikes in conversation around brands happen and then analyze what is said in those conversations that provide insight to clients that then can guide product development, advertising messaging, customer service activities, and Public Relations. For geeks like us, this is great fun.

 

 

But it can sometimes be a complex idea to explain, so here’s a real-world, real-time example of it using the much bally-hooed Conan O’Brien v. Jay Leno v. NBC dust-up.

 

The first Trendrr chart shows the volume of conversations happening through Twitter as they relate to each of the players: Conan, Jay and NBC.

 

This second chart measures the negative sentiment of conversations associated with NBC and Jay respectively. Notice the peaks on January 9 (when rumors really pick up steam that NBC was indeed moving Jay Leno back into his 11:35pm spot, effectively bumping Conan) and again later in the week when Conan issued his endearing “People of Earth” statement. The volume and the negative sentiment of the conversations shoot through the roof.

 

Now, it didn’t take focus groups and phone banks and months of surveys and interviews at the cost of tens of thousands of dollars to find this out. This is real-time reporting. Cool, eh?