In Canada, social media analytics specialist DIGITAL HUG has launched a service called 'SOCIAL CONTEXT', designed to uncover market-specific 'earned' media insights for the global entertainment sector.
The firm, which has offices in Toronto, Los Angeles and Beijing, helps companies access unstructured social media listening data, to better understand audience engagement around their brands and franchises, as well as campaign effectiveness. The new service has been designed to provide overnight insight and competitive intelligence to drive campaign effectiveness and consumer engagement for TV series, feature films, and video games. According to the company, unlike single platform services often used within the entertainment industry, SOCIAL CONTEXT takes a proprietary 'blended' methodological approach similar to practices used for online survey-based studies.
Clients have already used the service to study trailer, event activation and release date announcement impact; competitive title intensity; lead and local talent promotional importance; and opinion leader media influence. The service includes norms across fourteen social media metrics including title mentions, viewing / purchase intent, pre-and-post release sentiment, share of voice and key demographics as well as historical comparatives. DIGITAL HUG incorporates results from more than 300 million global social media sites.
Company President Alan Berdowski (pictured) comments: 'SOCIAL CONTEXT delivers a new service, unique in the entertainment marketplace. Traditional surveys alone are no longer sufficient. This launch complements any traditional survey-based study to give our clients the complete market level picture'.
Web site: www.digitalhug.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.