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Small Data + Wide Context = Clearer Picture
In order for a piece of information to be useful it must first be understood. You see, what's on the surface is not always as it appears.
Take a small image of an orange flame, for example. Our impulse it to call it, fire.
But if we pull back we can see that it's not simply fire after all. It's a fireplace with distinct features such as the crackling sound of wood burning, heat radiating, the smell of smoke.
However, as we pull back even more we see a picture mounted on a wall of a museum and realize that this is not a real fireplace after all. It's an impressionistic painting of 'Peasant Woman by the Fireplace' by Vincent van Gogh that's hanging at The Metropolitan Museum of Art.
The image we originally called fire is actually paint!
Ah -- fireandpaintare not the same at all!
In this painting there is no sound, heat, or smell of smoke. But the paint has a certain thickness, pigment and brush stroke. It was put to canvas in a way that was designed to elicit an emotional reaction -- such as a bold statement about the woman stoking the flames and even a glimpse into the artist's tortured soul.
It's remarkable how a small piece of information, seen in a wider context, presents a clearer picture. Context helps define what's really going on.
Heardable.com puts online brand performance data into context -- allowing our customers to solve real business problems -- better, faster and cheaper than ever before.
Heardable customers can do many things that previously could not be done -- such as spot business trends, or unearth lost revenue opportunities, just by looking at data differently.
The Heardable platform shows that Burberry has strong brand equity but weak brand advocacy.
And it highlights how Burberry faces competition from smaller knock-off brands with a crossover audience.
If Burberry were a Heardable client, we'd share these insights with them, then perhaps suggest an outreach program that would compel their most valuable social media influencers to share their brand experiences more frequently with others. After providing Burberry with actionable strategies for them to execute, we'd monitor and report on their progress.
Do you have marketing problems you need solved? Or goals to achieve?
Now you don't have to make business decisions based on the small picture. Heardable looks at the big picture and transforms your brand data into business knowledge.
To learn how contextual analytics can help your business, call 1-888-520-0034.
Justin Bieber and Katy Perry knocked Coca-Cola and Linkin Park off the top 10 list.
Brands with the fastest percentage growth in the number of Facebook Likes attained are: Diet Coke, Harry Potter, Bob Marley, The Beatles, Real Madrid, Red Hot Chili Peppers, FC Barcelona, Coldplay, Evanescence and Demilovato.
Brands with the most mentions in the past 24 hours include: Facebook, Lil Wayne, Drake, Real Madrid, Jackass, McDonalds, McDonalds, Jay-Z, Eminem and YouTube.
Paul and Perry: Top Performing Republican Political Brands
According to an article posted today to Gallup.com, Texas Gov. Rick Perry is now in the #1 position to win the Republican party's 2012 presidential nomination. Perry is at 29%, Mitt Romney is at 17%, and Ron Paul is at 13%.
Heardable decided to run each of the eight Republican candidates through the Heardable platform to see how they'd fare. The results are telling.
Ron Paul ranked #1, followed by Rick Perry and then Jon Huntsman. What this means is that as far as online savviness, Ron, Rick and Jon are far ahead of the pack -- and it the superb online marketing efforts of their election teams that is giving them an edge right now on the Internet.
What's really surprising is how poorly Michele Bachmann and Mitt Romney are doing online.
Michele Bachmann's brand health score is measly 306 out of 1,000, 54% lower than Ron Paul's score of 661.
And Mitt Romney's brand health score is just 407 out of 1,000, 38% lower than Ron Paul.
What are the online brands of Mitt Romney and Michelle Bachmann doing wrong? Well, both campaign websites have 'splash pages' sitting in front of their main websites, which have a negative impact on their brand health scores. Splash pages are the website pages that the visitor sees before they actually get to a website. The visitor typically clicks "Enter Site" and from there is taken to the website. Typically, splash pages are used to gather user information or present a specific brand image, such as an animation about the company. In the case of Michelle Bachmann's splash page, their soliciting campaign contributions.
There are two big problems with putting splash pages in front of your website:
1. These are not the pages your visitor is expecting to see
2. Search engines tend to scan the splash page instead of the actual website content
Other areas where political brands typically fall short include:
1. Websites not optimized for mobile smartphone browsing
2. Poor measurement tracking and visitor optimization tools used
3. Shallow social media participation (they may be present, but only allow for a one-way conversation)
4. Low shareability (no RSS feeds, user comments, or APIs)
5. Political brands make it hard to contact the candidate (elements such as phone numbers, email & mailing addresses and live chat are buried or not found on the sites)
Rick Perry's 2nd place score of 651 out of 1,000 should make his political team very excited. He ranks just 1.5% shy of Ron Paul in the Heardable rankings. And, assuming he's more of a mainstream candidate than Ron Paul, Rick Perry is likely to become our next president.
How do we know? Because political candidates that are mainstream in popularity AND are savvy online with high brand health scores tend to have a far wider worldwide reach (and an advantage in presidential elections).
So assuming it's Rick Perry vs. Barack Obama in the upcoming 2012 presidential election -- who does Heardable think will win? At this point, we give the edge to the current POTUS, Barack Obama, by a nose. His brand health score is higher.
It's that simple.
Heardable Scoring Methodology
Our brand health scores are like FICO scores for brands. They're a simple way for a company to benchmark their performance by industry or geo-location. Low scores indicate weaknesses, which highlights areas that need improvement.
Heardable's brand health scores range from 1 to 1,000. The higher your score, the better you're doing. And yes, it really is that simple!
0-200 = Poor 201-400 = Average 401-600 = Above Average 601-800 = Category Leader 801-1000 = Global Leader
Each score is comprised of six subscores, each focusing on a unique element of a brand's online effectiveness: Portable, Searchable, Sociable, Measurable, Actionable, and Shareable. Actionable: Do you make it easy for your site visitors to engage and transact with you? Is your website ADA compliant? Measurable: Do you monitor your online brand using web analytics software, advertising tracking beacons, and onsite optimization tools?
Portable: Have you optimized your site experience for the major mobile web browsers so that smart phone users have an optimized online experience with your brand? Do you utilize mobile marketing campaigns to expand your brand reach?
Searchable: Is your site SEO optimized, with an emphasis on local search?
Shareable: Does your site make it easy to send and receive data feeds in multiple content formats? Are you sharing, syndicating, and embedding content?
Sociable: Does your brand actively participate in social media across a span of external social networks? Does your brand play an active role in the conversations? Are you popular?
When added together, Heardable's six subscores contribute to a brand's total brand health score. Here are the total possible points for each subscore:
Competitive Assessments: 100x Faster and 75% Cheaper
Hey, if you’re a business owner or brand manager, I'm sure you already know how expensive and time consuming it can be to create a competitive assessment report that benchmarks how well your company is doing against the competition.
Even a limited research study can take 3, 4, even 5 weeks to complete – and that’s assuming you have the staff with the expertise to do the job.
And if you outsource the research to a consulting firm, you're looking at a bill in the tens of thousands of dollars -- and upwards of $100,000 in some cases.
Worst of all, many consultants use surveys to gather their data, which can directionally correct, but not factually accurate.
Need to update your report six months down the line? You gotta start the entire process all over again!
Yeah, this puts marketers in a real bind. If you can't gather competitive insights quickly, easily and affordably -- how can you be effective as a marketer? How can you exploit the weaknesses of your competitors or plan your business strategy? How can you achieve your revenue goals?
Well, now there’s a solution. Heardable.com.
Heardable can create a competitive assessment report for any brand 100x faster and 75% cheaper than traditional methods.
So how do we do it? Well, we focus purely on the online channel, for one, which means we're laser-focused on the fastest-growing sector to most of today's businesses.
The Heardable platform functions like a reverse search engine, examining websites, data feeds and social networks to gather information about millions of brands. Amazingly, we look at over 400 unique performance variables in real-time. We then run this data through our proprietary scoring engine to analyze and compare each brand to competitors in their business category and geo-location.
One of our expert online marketing analysts then curates the data, making sure the information is accurate. The last steps in the process are to analyze the data and summarize the findings.
The output is a competitive assessment report comparing your brand's online performance against your top competitors, with deep marketing insights and a clear blueprint for action.
Heardable's founders, who are marketing experts with Fortune 500 and global brand experience, will personally deliver the results to you via a live conference call, providing a unique learning forum for you and your team.
Online marketers—now you can tap into competitive intelligence much FASTER and CHEAPER than your competitors. Let Heardable utilize contextual analytics to help you make smarter, faster business decisions.
Order an online competitive assessment report for your business, today. Call 1-888-520-0034.