Web Listening – Gaming Example

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Web Listening – Gaming Example
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©2010 Digital-MR All Rights Reserved
“Social Media is the industrial
revolution of the 21st century.”
Topics
Listening framework
The DigitalMR Approach
Parsing
Parsing
Parsing
Classification
Classification
Taxonomy
Counting Terms
Keyword Sentiment
Feature-Level Sentiment
A taxonomy can be
created for each
product/service
category in order
to track sentiment
accurately.
Analyzing large volumes of unstructured data
Web
Call Centre CRM DB Surveys
Unstructured
Sources
Listening
VoC
Communities
Software
Tools
Curation
Insights
Frequently Asked Questions & Answers
1.
Are the kind of people who post comments on the web representative of
the clients of a brand?
A:
No they are representative of the people who have access to the internet
and are inclined to voice their opinion.
2.
Are the people who post comments on the internet an important enough
group for my brand?
A:
Yes since they make their opinion public for everyone to see. Their impact
can be much higher than one can measure.
3.
Does everyone’s posted comment have the same influence on the market
perception of my brand?
A:
No it depends on the person who posts a comment and their personal
influence e.g. No. of followers, celebrity etc.
4.
When a web-listening report is set-up do I only get comments harvested
from that point in time onward?
A:
No back-data is available as long as the posts are still on the internet with
the date of the post registered.
SAMPLE INSIGHTS REPORT
GAMING
Gaming Category Sentiment
Almost half of the comments are positive.
Brand Buzz – Number of Posts
Insight: How popular is your game? Has your internet strategy paid off?
Gaming – Data Sources Ranked by # of Posts
Advertisers should focus the bulk of their online advertising
spend on Amazon, Twitter and Ebay
Games by Share of Voice
Top 6 Games by Sentiment
What drives the relatively high negative sentiment for Xbox Modern Warfare 2?
Importance of Features derived from # of posts
Drill-down level 1
40000
38937
35000
30000
25000
20000
15000
14256
9648
10000
9569
8337
7618
5685
5000
4369
3715
3113
2712
2303
2252
1251
0
The most talked about features are the platform,
gameplay , graphics and add-ons.
1218
1047
Ranking of Sources within Feature Gameplay
Drill-down level 2
7000
6380
6000
5000
4000
3000
2185
2125
2000
1000
825
792
0
Amazon is by far the most used platform to share comments among users
regarding the feature gameplay.
Ranking of Brands within Gameplay within amazon.com
Drill-down level 3
Resident Evil 5
144
XBox-Borderlands
158
Wii-Wii Fit Plus
158
PS-Modern Warfare 2
172
GoldenEye 007
174
XBox-Modern Warfare 2
181
Call of Duty 2
200
Batman: Arkham Asylum
209
Perfect Dark
244
The Sims 3
284
The Legend of Zelda: Twilight Princess
337
Super Mario Galaxy
353
Metroid Prime
390
Guitar Hero III
390
PS-Uncharted 2: Among Thieves
430
Resident Evil 4
510
Star Wars: The Force Unleashed
515
Wii-Mario Kart Wii
593
0
100
200
300
400
500
600
700
Within the feature gameplay, Wii-Mario Kart is most mentioned.
But is every mention positive?
Sentiment for X-Box Modern Warfare 2
Drill-down level 4
More than half of the comments are negative mentions.
X-Box Modern Warfare 2: Platform Negative Sentiment
Drill-down level 5
Author Name
Date
Sources
Title
Verbatim
When I got the game it needed to update my XBOX. After it did that I played the tutorial and part of the first mission. It
froze on me so I restarted and it froze 2 more times before I got the E-74 error. Not sure what the error is exactly, but
it's bad and it is some kind of system error.
After 10 minutes of letting the XBOX cool down I tried 2 more times, then I got 3 red lights on the XBOX, also known
as the ring of death if it's red. Well it turns out that my XBOX is dead and needs to sent to Microsoft to be fixed. It is
that if you have an older generation of the XBOX, newer games will overheat the CPU or GPU. So now I need to send
my XBOX back to Microsoft to have it fixed... I know it isnt really the game itself, and more Microsoft then anyone else,
but I still could only play about 20 minutes.
Taylor
Nonamaker
Nov 10, 2009 amazon.com
Horrible!
But on the brighter side, what I did play was awesome. The graphics were awesome and I think it was definitely a step
of from the last Modern Warfare.
I say buyer beware mostly for people who are considering buying the PC version. Now onward to the pros.
New perk system is awesome. There's this neat little thing called tactical insertion in this one, it allows you to put a
signal flare down and when you die, that signal flare is where you respawn. You can choose your respawn point in this
one!!! however you have to sacrifice your grenades to do it. I like most of every point about this games online play but
for whats mentioned in other thoughts.
I dont play anything but online multiplayer. not a con for me except that im expected to pay more money for content i
have absolutely no interest in.
I wish more companies would take the same approach the team for F.E.A.R took and offer just the online combat in a
seperate module. I'd happily spend 30 bucks just for the multiplayer as opposed to 60 for content that ill never touch.
My roommate has this for 360 and i have it for PC. well anyways i just want others to know that even the PC version
doesnt have dedicated servers, it uses the same junk method of matchmaking. Im totally against match making. I
really really hate it.
I understand not making the 360 version able to use dedicated servers, that would cost a lot of extra money for all the
bandwidth and computing power when they can shove that cost off onto us. But the PC?
the folks at infinity ward need to take some notes from the people at valve.
Pimpinabox
Nov 12, 2009 newegg.com
Buyer Beware
The way these games are hosted stinks and its a HUGE breaking point in playing this game for me. Look at the lag
you often get during gameplay (it depends on game to game) but sometimes i find myself more angry at having bought
this game than i feel happy that i bought it. If you really like FPS then its a great game. If you only like the multiplayer,
honestly id stick with your current favorite game.
the game lags sooo bad im pretty shur its the 460 though they arent as good as the
ps3 and tend to do this alot
360$uks
Nov 11, newegg.
2009
com
very disappointing
dont buy this for 360 it lags way to much same internet and all on ps3 theres no lag
Comment on Newwegg.com
Drill-down level 6
Conclusions
•
•
•
•
•
•
Online ad spend should be focussed on Amazon, Twitter and EBay.
Most discussed and thus most important features for gamers are:
o Gameplay
o Platform
o Graphics
o Add-ons
From the brand ranking according to posts a manufacturer can tell how well
their online marketing works.
X Box Modern Warfare 2 has a higher share of negative sentiment (10.3%)
than positive (3.3%).
This high negative sentiment with Xbox game is driven by the dissatisfaction
with the platform.
The brand can manage the perception of the disgruntled gamers by
communicating with them directly. Alternatively they can be invited to join
focus groups or other online surveys to find out more about the issues.
For your company, do you have the
answers to these questions:
Who owns What is
“digital” in
my
my
“digital”
company? strategy?
Am I
spending
enough?
Am I
spending
it the right
way?
How do I
choose
my
“digital”
partners?
Special Offer
Free Web Strategy Workshop
• Objective: Attempt to answer some of the questions on “Digital”
• Duration: Half a Day
• Participants: Multi-department, multi discipline
# of Mentions
Sentiment
Marketing/
Market
Research
Features
Product
Development
E-Commerce
Individual
Comments
PR
Brick & Mortar
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Questions on www.digital-mr.com!
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[email protected]
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