Converseon and ChatThreads Partner to Launch CHORUS?, the First
Measurement Solution Designed to Holistically Track and Measure
the
Relationship Between Online Social Media Listening and Offline
Word of
Mouth
Converseon teams with ChatThreads to infuse Social Listening into
Offline Word of Mouth Tracking
NEW YORK--(BUSINESS WIRE)--Social
media consultancy Converseon and word-of-mouth analytics firm
ChatThreads have joined to create CHORUS?, the first system to
comprehensively fuse advanced social media listening and analysis
together with offline word of mouth tracking. CHORUS uniquely
enables
brands to clearly understand both the online and offline word of
mouth
drivers behind brand perception and purchasing decisions, and the
interplay between them.
?Until now, online social media listening and offline
word of mouth
tracking have essentially been two parallel universes?
The partnership was announced at the annual Advertising Research
Foundation (ARF) Re:think conference in New York.
?Until now, online social media listening and offline word of
mouth
tracking have essentially been two parallel universes,? said Rob
Key,
CEO of Converseon. ?While an increasing number of brands are
measuring
online conversation, there has been a significant void in the
measurement of online's impact in offline word of mouth, and vice
versa.
CHORUS solves the problem of how social media conversation impacts
the
proverbial offline kitchen table discussions. For the first time
brands
can clearly understand and measure word of mouth in all its
forms.? Key
remarks that even with the growing proliferation of online social
media
conversation, an estimated 80 percent of word of mouth occurs
offline.
Converseon?s proprietary Conversation Mining? technology, together
with
the mobile-enabled touchpoint tracking developed by ChatThreads,
bridge
a long recognized chasm between what is put forth in multi-channel
advertising and marketing campaigns, and what enhances brand
affinity,
stimulates word of mouth discussions, and drives purchasing
decisions.
ChatThreads Touchpoints? is a mobile-enabled media tracking
solution
that allows real-time measurement of consumer exposure to any type
of
brand touchpoint, including word-of-mouth and traditional media.
Touchpoints participants record their impressions as they are
encountered, within a customized framework of ?attribution
modeling.?
Touchpoints development, led by ChatThreads' Founder and Chief
Research
Officer, Dr. Walter Carl, was in response to client requests for
understanding word of mouth impact within the context of other
media
channels. Converseon in turn, harvests the full range of social
media
conversation ?blogs and comments, forums, photo and video sharing,
Facebook, Twitter and more?over a given period of time to
understand
topics, volume, voice, sentiment, shared links, relationships, and
location to inform marketing campaigns. Converseon?s social
intelligence
technologies infused with human analysis is designed to provide
the
deepest levels of insight including incident level sentiment,
capture of
sarcasm and slang, and intention.
CHORUS combines, organizes and reports data gleaned via these two
methodologies to create a set of unique actionable insights to
improve
media and message optimization and allocation. This includes:
-
Social media and offline word of mouth value: How word of mouth
and
social media impact purchase behavior and interactions
-
Relationship: How online conversation drives offline word of
mouth,
and vice versa.
-
Sentiment drivers: The sentiment towards brands and campaigns,
as well
as the drivers by channel or topic
-
Target reach and Influence: The social media venues that have
the
greatest impact on my audience
-
Amplification: How online social media conversation amplifies
and
impacts offline sentiment
-
Segment behavior: How online conversation impacts various
segment
activity and behavior offline
-
Messaging optimization: The messages that resonate most with the
audiences, and across which channels
According to Dr. Walter Carl, ?With CHORUS, marketers can now
understand
which media fuels discussions and decisions. It?s more than a
post-mortem reporting system. Brands will be able to optimize
media mix
and messaging based on social media and word-of-mouth purchase
drivers.?
ABOUT CONVERSEON
Founded in 2001, Converseon is a multiple-award winning full
service
social consultancy that helps leading brands ?join the
conversation? to
meet business objectives. Converseon provides the
listening/engagement
technologies (Conversation Miner?), organizational consulting and
engagement/activation services to provide a unique ?end to end?
social
solution for leading enterprises. Among its recognitions is the
2009
SAMMY Award for ?Best Social Media Agency,? a WOMMIE (for Best
Word of
Mouth Program), the OMMA Award for Best Use of Virtual Worlds,
among
many others. Headquartered in New York, Converseon?s team extends
to
Detroit, San Francisco, London, Switzerland and Australia. For
additional information please contact Converseon at
info(at)converseon(dot)com or learn more about Converseon at www.converseon.com,
www.twitter.com/converseon
or blog.converseon.com
ABOUT CHATTHREADS
ChatThreads is a leading provider of consumer word of mouth and
touchpoints analytics that helps brands quantify the reach,
purchase and
trial impact of their consumer interactions. ChatThreads was
established
in 2007 by Dr. Walter Carl, its Founder and Chief Research
Officer,
after developing the company's proprietary platform while a
faculty
member at Northeastern University in Boston. ChatThreads works
with
clients in the consumer packaged goods, food & beverage,
consumer
electronics and pharmaceutical industries, including Coca-Cola,
Johnson
& Johnson, Kellogg?s, Kraft, Nike, Microsoft and Unilever. The
company
is based in Boston, MA. For additional information please contact
ChatThreads at LearnMore(at)ChatThreads(dot)com or visit our
website at http://www.ChatThreadsCorp.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6225263&lang=en