Establishing a Viral Footprint - How Do Moms Talk About Your Brand?

What is being said about you and who's doing the talking?

Mom Central’s proprietary listening program provides the data, context and expertise to answer these crucial questions for your team.  Our Research Team carefully reviews blogs, message boards, public forums, and other social media platforms, to deliver both data and key insights into trends, markets, and consumers needs and behavior.

Our Approach and Reporting

Whether identifying brand detractors worth responding to or brand enthusiasts worth following more closely, our team will give you the action step recommendations to listen and learn effectively from the influencers who matter.

This report summarizes our Mom Central Consulting (MCC) assessment of the “Viral Footprint” for one of our key clients as well as the impact of Mom Central’s word of mouth and social media campaign on client’s brand conversation sparked during January and February 2009.

• We structured this benchmark report to take you on a journey through our initial social media listening and analysis, penetrating behind the data to show what we found that identified influence and provided insight.

 
In Section One, our MCC team shares ‘top sheet’ information: the quantitative and contextual data to provide a general synopsis of the brand within the complexities of the current social media landscape.

• We looked at and delved into the full volume of brand coverage and further refined it from our initial search criteria. For instance, we found and reviewed an original total of 3,668 unique posts about the brand online.  This number increased to 4,258 when we added a look at all forum replies.
• We further examined sentiment as this proved to be the most useful metric in determining which blogs encourage positive conversations and participation in stories about our client’s brand during January and February 2009.

 
Section Two deepens the analysis by refining the search to focus solely on Mom Central’s national campaign, which provides a stronger indication of the influence of Mom Central on brand coverage.

• This section provides both qualitative and quantitative analysis, along with comparisons with traditional coverage, to enable a greater understanding of the differences between the two. 
• Using this refined sample, we then studied who was driving this coverage, their relationship to Mom Central and, in particular, the impact of Mom Central’s national campaign for the brand.

To download the full report, please click here.