EVsdrop Services & Deliverables Event Listening, Learning & Insights 1
I. Background & How it works Themes 2
Background Performance Research is a market research and intelligence company that specializes in utilizing data to help evaluate marketing successes and failures in the sponsorship industry, as well as to provide diagnostics to improve the event experience. We have an exclusive license (for events) with a technology company that has created a unique, geo-based social listening platform that was developed for the military and is currently in use within the security and infrastructure segments. Never before has anyone had the ability to collect rich social media data from a very specific geographic area as large as a city or as small as one building regardless of language, hashtags, keywords or other metadata, and to analyze it to learn exactly what the social conversation is all about. EVsdrop is this service, tailor-made for the events industry. More importantly, with Performance Research s experience, clients don t just get inundated with mounds of data, but receive over 25 years of know-how providing insights and analysis telling them what it all means and how this impacts them, their guests, their events, and their sponsorships. 3
How it works EVsdrop The EVsdrop service begins with a fence. Our platform uses geofencing technology to target an area of any size for social media analysis. Once the geofence is in place, the platform records and aggregates all social media posts originating from the enclosed area. The platform can fence off an area as small as a stadium or as large as a city. 4
II. Structure & Services Themes 5
Structure EVsdrop is the umbrella service that not only aggregates targeted social media posts, but analyzes the posts and translates them into business insights. For each project, clients can tailor our several services to best suits their needs: TIER 1: DATAdrop Data Stream: Access to the complete stream of public social media data within a geofenced perimeter. Buzz Frequency & Tracking Over Time: Post frequency (including peak posting times) within geofenced area. Can be customized for tracking specific mentions (e.g., McDonald s ) over the course of an event. TIER 2: Conversation Categories Key Word and Topic Categorization: Analysis of the key themes and topics driving the overall social chatter at an event. Can be tailored to analyze key words and topics surrounding an organization or brand. Sentiment Analysis: Full analysis of the tone (positive, negative, neutral) of the social conversation at an event. Can be customized for analyzing sentiment surrounding an organization or brand. Insights, Observations, and Opportunities: Translation of social data into high-level, actionable insights and opportunities for your event, organization or brand. TIER 3: Identification & Interaction Influencer Identification: Our influencer algorithm identifies the social media users with the broadest reach within the geofenced area. These influencers have the potential to act as megaphone for your event or brand tapping into their audience could be a powerful marketing strategy. Real-Time Monitoring: Team of expert social media professionals monitor social activity within a specific geographical location. TIER 4: EVsdrop Add-Ons Photo Categorization: Aggregates photo posts from all platforms in EVsdrops coverage and analyzes them by type or category. Social Media Engagement: Performance Research will monitor a geofenced area and reach out to consumers when action is necessary. Options for outreach include CRM (relationship management) or research-driven outreach, wherein our team pushes out mini-surveys to consumers of interest.
Services: Tier 1 - DATAdrop DATAdrop includes our two most basic EVsdrop services, ideal for clients who want the data without the analysis. Both services can be customized for tracking specific mentions (e.g., McDonald s, sponsor booths, #myevent2015 ) over the course of the event, providing insight into how often your brand or activation was mentioned, and when conversation reached a height. While all projects are custom, approximate costs for this service ranges from $5,000-$7,500 Data Stream Part of our most basic service, Data Stream allows clients to access the complete stream of public social media within a geofenced area. Data Stream is ideal for clients who want the data without any analysis. Data Stream will deliver: Full Excel spreadsheet including the full text of each post and accompanying metadata, including URL, username, platform, and post date and time Image files containing all original posts, including pictures Separate Excel spreadsheets and image files mined by topics / keywords (up to #?) Buzz Frequency and Tracking Over Time Buzz Frequency and Tracking Over Time measures and compares post frequency (including peak posting times) within geographic perimeter. Buzz Frequency and Tracking Over Time will deliver: Post volume by date and time within the perimeter (overall and per specific mentions) Post volume per social media platform Post volume of each specific mention, compared to overall post volume Total Post Volume by Day 5428 605 3128 1663 84 10,908 Total posts (5/1-5/5)
Services: Tier 2 Conversation Categories Conversation Categories is an ideal service for brands and organizations who want both qualitative and quantitative views of the social conversation happening at an event and the insightful analysis to make them mean something. Keyword and theme analysis breaks down social chatter topics, while sentiment analysis proves insights into the tone (positive, negative, neutral) of the posts. Our expert team will pull out insights and observations to help you drive your business decisions. While all projects are custom, approximate costs for this service (which also includes tier 1) ranges from $12,000-$15,000 Keyword and Theme Categorization An in-depth, complete analysis of the key themes and topics driving the overall social chatter at an event. Keyword and Theme Categorization will deliver: Identification and ranking of top keywords (single words repeated frequently) and themes (load-bearing phrases of two or more words) that appear in posts Word clouds which visually display keywords and themes in terms of frequency Positive Negative Neutral Performers Vibe Drinks Parking Lines Concessions Weather Crowd Sentiment Analysis Each post within the overall social chatter and specific Conversation Categories is assigned a sentiment load based on all trigger words identified in the post. Sentiment Analysis will deliver: Identification of top positive / negative keywords and themes Percentage of positive / negative / neutral conversation Word clouds of top positive / negative themes Insights & Opportunities The most common complaint about big data is that it is just that it is often too big, clunky or onerous to translate into real insight. Our team specializes in decoding social media data and providing your organization, brand or event with key insights and observations that will drive business decisions.
Services: Tier 3 Identification & Interaction Identification & Interaction moves beyond post-event analytics to during-event engagement by keeping in touch with attendees. We will alert you when opportunities to reach out to on-site attendees arise, or give you the information to interact with fans afterwards. While all projects are custom, approximate costs for this service (which also includes previous tiers) ranges from $20,000-$25,000 Influencer Identification Our influencer algorithm identifies the social media users with the broadest reach within a specific geographic location. Tapping into influencers audiences could be a powerful marketing strategy. Influencer Identification will deliver: Ranking of users with the highest influence scores at the event Usernames of influencers for outreach or interaction purposes #1 #2 Real-Time Monitoring Our team will keep track of the chatter stream within the geofence at around-the-clock intervals and alert you to any points of interests or changes which appear new hashtag trends, reactions to an activation, complaints about long lines we ll keep an eye on what matters to you. Real Time Monitoring will deliver: Notifications to designated team members about in-the-moment concerns as they develop Usernames of praisers and complainers your company can reach out to happy and not-so-happy attendees
Services: Tier 4 EVsdrop Add-Ons EVsdrop Add-Ons are additional services to deepen the analysis and action of your social media project. Costs vary depending on project specifications. Photo Categorization Our photo categorization service aggregates photo posts from all platforms in EVsdrops coverage and analyzes them by type or category, giving our clients insight into the most (and least) common images event attendees are sharing. Social Media Engagement Our team of expert social media professionals will monitor the social activity within a geofenced area and reach out to consumers when action is necessary. Options for outreach include CRM (relationship management) or research-driven outreach, wherein our team pushes out mini-surveys to consumers of interest.
Services: Tier 4 EVsdrop Add-Ons (Cont.) EVsdrop Add-Ons are additional services to deepen the analysis and action of your social media project. Costs vary depending on project specifications. Traditional Social Media Analytics Performance Research can supplement your EVsdrop report with traditional social media metrics (i.e., social conversation that is measured nationally rather than by geo-location). The metrics will largely depend on the goals and aims of the research, but generally will include buzz tracking over time for your brand, event or campaign; sentiment analysis; and deeper-dive feedback like demographic and brand / event imagery analyses.
Get in Touch At Performance Research, the success of our business has always been based on one simple element: Truth. A picture, from an unbiased perspective, that truly helps you see yourself as others see you. Just imagine how valuable that could be. Jed Pearsall (President) Jed@performanceresearch.com Bill Doyle (Vice President) Bill@performanceresearch.com 401-848-0111 Performance Research 25 Mill Street Queen Anne Square Newport, Rhode Island 02840 Since 1985, Performance Research has been supplying objective answers to questions about sponsorship and event success. Answers that are based on solid consumer research and unbiased evaluation for leading corporate sponsors and event properties in the sports, music, theme park, arts, and cause marketing fields. Our EVsdrop offerings execute that same mission using the most advanced social media analysis tool in the industry.