A few weeks ago I had the opportunity to meet the people from Wavemetrix, a London based agency that specialised in rumour tracking on the web. They have some fascinating case studies on their website in which they demonstrate the value of word of mouth tracking for brands.
In a first whitepaper Wavemetrix shows how measuring the online buzz on the Sony-Ericcson K800i smartphone reveals some surprising insights in what really matters in the mind of consumers on the one hand and what exactly determines their sentiment for the product.
For instance, tracking the conversations on the SE K800i reveals that:
- the major part of the online buzz is about the features. Users reveal that they love the camera, but that the video capabilities sucks.
- users like the screen, the build quality and the ease of navigation, but this has very little impact on their sentiment towards the product.
- Ease of use comprises of 15% of all conversations. Some are positive, some are negative. The overal sentiment is slightly above zero.
Moral of the story: buzz tracking not only reveals the content of the online conversations, but also the surrouding sentiment of these conversations. Furthermore, buzz tracking reveals exactly which features of the product users consider to be important. When you read some of the Wavemetrix whitepapers, you'll notice that thtis can differ dramatically from what marketers think what matters.