How Social Signals Affect Brand Reputation By Lin Huang
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#SMX #23C3 @BingAds Lin Huang Sr. Data Scientist HOW SOCIAL SIGNALS AFFECT BRAND PERCEPTION
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Transcript of How Social Signals Affect Brand Reputation By Lin Huang
#SMX #23C3 @BingAds
Lin HuangSr. Data Scientist
HOW SOCIAL SIGNALS AFFECT BRAND PERCEPTION
#SMX #23C3 @BingAds
Social networks ���� SEM
competitor facilitator
buzz generator brand equity extractor
targetable audience locator
#SMX #23C3 @BingAds
Social networks ���� Brand perception
#SMX #23C3 @BingAds
Mining tweets ���� Advertising strategy
Theory
Value
Method
Competitive insights
Lee & Bradlow (2011)
#SMX #23C3 @BingAds
Case study “data outages county texas have full lte data iphone slow reboot”
“crediting account due rep changing data plan unlimited”
“who i talk promotional data everyone else rollover data except us”
…
#SMX #23C3 @BingAds
Visualization ���� Insights
#SMX #23C3 @BingAds
� Who generated the social signal matters� How to package with other information� Not just for SEM advertisers
Discussions
