지난 6월 닐슨 온라인에서 Apple iPad 공식 출시 이후 한국, 호주, 뉴질랜드, 일본, 인도 등의 APAC 국가의 관심도를 발표하였습니다. 온라인상에서 iPad에 대한 소비자의 선호도 성향 분석 결과, iPad에 대한 긍정적인 이야기가 부정적인 게시글보다 약 2.5배 많이 생성되는 것으로 나타났으며, APAC국가 중 한국이 가장 많은 관심도를 보이는 것으로 나타났습니다.

[ iPad Online Discussion Volume ]

  * Source: Nielsen BuzzMetrics, 3 January 2010 to 23 May 2010


<관련 기사 출처: voxy.co.nz>
Apple has once again proven its ability to generate a product launch sensation, with online discussion around its recent iPad release in Asia Pacific reaching fever pitch in recent weeks, according to Asia Pacific regional analysis conducted by research company, Nielsen.

While the iPad, touted as one of the fastest-growing new consumer computing devices ever, has launched in just two countries in the Asia Pacific (Australia and Japan), Nielsen's analysis of online discussion in the region* has revealed the tablet computer's first week on the market was met by high volumes of online consumer chat, backing up peaks in discussion earlier in the year when Apple officially announced the launch of the iPad and when the iPad was released in the US.

Anticipation is also growing in Asia Pacific markets where the iPad is yet to become available - South Korea posted the highest levels of online discussion in the region (four times higher than the next closest country, Japan) despite the fact that South Koreans have not yet been issued a launch date for their country.

"The power of social media to generate excitement around product launches is more evident than ever in the case of Apple's products such as the iPad," observes Mark Higginson, Director of Analytics for Nielsen's online business. "Apple's ability to truly engage and enmesh with its consumers is envied by marketers the world round, and this can largely be credited to consumers' online discussions."

The Nielsen analysis also revealed that sentiment towards the iPad was overwhelmingly positive, with consumers more than two and a half times more positive feedback compared to negative

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  1. Jung 2011.03.25 10:33  댓글주소  수정/삭제  댓글쓰기

    한국에서 아이패드가 인기 있는 건 알았지만, 아시아국가 중 가장 큰 관심이 있는 나라인줄은 몰랐네요. 작은 나라여서 그런지 의견교환도 빠르게 이루어지고, 이젠 전철에서 아이패드를 들고 다니는 사람들을 보기가 쉬워졌어요. 나도 하나 사고 싶은데....아이패드2를 기다리는....아이패드2에 대한 버즈는 아이패드1 보다 많을까요? ^^

세계적인 리서치 업체 맥킨지에서 닐슨의 온라인구전 분석 서비스를 제공하는 버즈메트릭스와 함께 소셜 미디어 분석을 위한 조인트 벤처(joint venture)를 지난 6월 17일에 공식 선언하였습니다.

I was initially unmoved by the news earlier this week that McKinsey is doing a joint venture with Nielsen leading the management consultancy to take over BuzzMetrics, one of the many firms out there that analyze what people are saying about companies online. There’s been so much acquisition action in that monitoring space over the years that it was hard to get excited.

But then this morning I read some late coverage of the announcement in the Financial Timesthat woke me up to the significance of the deal.

What the FT told me that I didn’t know is that NM Incite, as the new company will be called, is the first time McKinsey has attached its name to another company. “We have never done a joint venture of this magnitude before,” McKinsey’s Dan Singer told the FT. That detail got me thinking about how far the incredible popularity of social media has traveled upstream into corporations.

For a company like McKinsey to share its still powerful brand is telling of how much the vast quantity of consumer sentiment available on the internet is changing the game. This isn’t simply some new social media agency or guru hanging a shingle. Too many of those have popped in recent years, many of whom would be happy to get a meeting with a brand manager. This is McKinsey, a company whose consultants have the ear of CMOs and CEOs, getting squarely in the game of listening to its customers. Which can only be a good sign for anyone interested in more responsive, accountable corporations.

Imagine if BP had its ear to the ground. Actually, let me rephrase. Imagine if BP didn’t shove its thumbs in its ears, close its eyes, and scream so it didn’t register the tsunami of outrage that formed in the early days of the Gulf crisis. Maybe if it truly knew how badly it was being criticized and knew that that criticism arose partially from the company’s opacity in a time of crisis it would have let some light in.

Big-time management consultants are paid to be big-picture business thinkers — or at least they have been historically. They’re prized for their ability to understand models, markets and corporate organizations. MBA stuff. What they haven’t been asked to do is really understand the marketplace of consumer opinion and build that understanding into product development, marketing and those org chart.

Deals like this could change the very nature of corporate counsel, turning it from a set of insights that emanate from case studies and cold, detached business analysis to those that come from the real world of real people’s thoughts, feelings and opinions. Ideally, NM Incite and the imitators you just know will follow will fully pull c-suite executives out of the ivory tower and get them cleaning up those oily birds.

Matt Creamer is executive editor of Breaking Media. You can follow him on Twitter at @matt_creamer.

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  1. Favicon of https://buzzword.tistory.com BlogIcon 이창렬 2010.06.28 13:36 신고  댓글주소  수정/삭제  댓글쓰기

    궁금하신 내용은 댓글로 남겨주시면 답변드리겠습니다.

Bazaarvoice는 36개의 국가에서 800개 이상의 브랜드에 대한 천 억개 이상의 소비자 컨텐츠(CGC, Customer-Generated Content)를 베스트바이, 코스트코, 델, 피앤지, 파나소닉 등에 제공하고 있습니다. 소비재 제품과 텔레콤 영역에서 사용하고 있는 삼성이 한국 고객사로는 유일합니다.
닐슨 버즈메트릭스는 Bazaarvoice와 제휴를 통해 영향력이 높은 소비자 의견을 확보하여 브랜드 분석을 보다 더 강화할 수 있게 되었습니다.

Bazzarvoice 고객사 리스트


<기사원문>
Bazaarvoice and Nielsen Enter Alliance to Give Brands Deeper Insight into Consumers Opinions and Behavior Online

Thursday, 15 April 2010

Market leaders join forces to deliver insights from the web’s largest reservoir of consumer-generated content – merging customer conversations from across the web with on-site reviews, questions, answers and stories

Bazaarvoice, the market and technology leader in hosted social commerce applications that drive sales, and The Nielsen Company, the world’s largest provider of media and consumer information and analytics, today announced a strategic alliance to help brands take the next step in understanding the power of consumer-generated content and applying that knowledge to their businesses to achieve brand goals. 


This groundbreaking relationship will provide clients with an entirely new and holistic view of consumer opinions and the important role they play throughout the purchase funnel, and in overall brand health. For example, a brand marketer will be able to understand how consumer reviews of their newly launched product indicate a successful launch campaign or early warning signs of negative sentiments that will impact sales of the product. They will also be able to compare these online reviews to those conversations occurring across other social media platforms in order to understand the interplay between the two. 

The relationship between Bazaarvoice and Nielsen will initially provide clients with several different data options. Clients can automatically feed all consumer-generated ratings and reviews collected by Bazaarvoice into Nielsen My BuzzMetrics, where they can be easily analyzed through the customizable dashboard. Clients can also receive custom analytic reports, which include a client’s ratings and reviews data from Bazaarvoice as well as the ability to benchmark their data against other social media data harvested by Nielsen. 

“With Bazaarvoice and Nielsen, two market leaders are working together to help brands tap the power of social media in a completely new fashion,” said Brant Barton, Chief Innovation Officer at Bazaarvoice. “The integration of on-site and off-site social media finally gives brands the 360-degree insight they need to address the big marketing questions of the day: Who are my most vocal and influential customers? Does their feedback represent a larger trend that product and marketing must address? Does a negative review or blog post indicate an emerging brand reputation threat that I can stop now?”

“Reviews from consumers with real, hands-on experience with products and services tend to have the biggest impact in the purchase funnel.  They have a high credibility factor, and can even shape the direction of a new product launch,” said Pete Blackshaw, EVP, digital strategy and customer satisfaction at The Nielsen Company. “This relationship with social commerce pioneer Bazaarvoice significantly sharpens Nielsen’s focus and depth of content around purchase behavior and brand advocacy.”

Bazaarvoice currently powers social commerce capabilities on more than 800 leading web sites and has served more than 100 billion reviews, answers, and stories to consumers worldwide. Nielsen is the global leader in understanding the ‘connected consumer,’ and in uncovering and integrating data-driven insights culled from over 125 million blogs, social networks, groups, boards and other consumer-generated media platforms. Through this relationship, mutual clients like Costco and P&G can automatically feed all consumer-generated content through Bazaarvoice into Nielsen My BuzzMetrics where it can be easily analyzed through a customizable dashboard to gain a more complete view and a new understanding of consumers’ online behavior, opinions, advocacy, and experiences at each crucial stage of the purchase funnel and product lifecycle.

About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit www.nielsen.com.

 

About Bazaarvoice

Bazaarvoice’s Software as a Service (SaaS) social commerce solutions have served more than 100 billion pieces of customer-generated content on more than 800 brand web sites like Best Buy, Blue Shield of California, Costco, Dell, Macy’s, P&G, Panasonic, QVC, and USAA in 36 countries. The company connects organizations to their influencers through a unique network that reaches hundreds of millions of consumers around the globe, enabling authentic customer-powered marketing. Through syndication, analytics, partnerships, and consulting, Bazaarvoice brings the voice of the customer to the center of their clients’ business strategy, proving “social” can drive measured revenue growth and cost savings for manufacturing, retail, travel, and financial services companies. Headquartered in Austin, the company has offices in Amsterdam, Düsseldorf, London, Paris, Singapore, and Sydney. For more information and access to client success stories, visit www.bazaarvoice.com, read the blog atwww.bazaarvoice.com/blog, and follow on Twitter at www.twitter.com/bazaarvoice.

<원문출처 - Bazaarvoice Press Release>
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미국 온라인 구전 분석 분야의 leader중의 하나가 닐슨온라인 인데요.

닐슨온라인의 Blogpulse (www.blogpulse.com) 사이트에는 전세계에서 닐슨이 수집하는 블로그 게시글의 추이와 함께 관련 기사 및 보도자료를 볼 수 있습니다


지난주 화제가 되었던 노무현 전대통령 게시글도 역시 비슷한 시기에 급증하는 추이를 보였습니다리스트엔 한국어로 쓰인 글도 보입니다. 블로그야 국경이 없다고 하지만... 언어별로 나누어서 점유율을 내보면 좋겠다는 생각을 했습니다




마이크로블로깅으로 요즘 화제가 되고 있는 트위터를 보니 관심도가 지속적으로 증가하였습니다.  (노무현 전대통령 사례보다 수십배의 관심도를 보이고 있네요.)  



그래서 버즈워드 데이터로 트위터 게시글수 추이를 내었는데 유사한 경향을 보였습니다. 전세계적으로 높아가는 관심에 국내에서도 점차 관심도가 상승하고 있는 것으로 보입니다.


트위터는 소규모 사업자가 비용 없이 신속하게 서비스를 제공하는데 성공적으로 활용되며 화제를 모았습니다

이와 같은 새로운 솔루션이 지속적으로 개발되는 이유는 거래비용을 줄이며 고객 서비스의 품질을 개선하기 위한 도구를 제공하기 위함인데요거래비용의 감소 효과는 사실 모든 조직과 제도 발전에서 주요한 변화 요인중의 하나로 나타납니다
.

거래비용은 모든 상황에서 발생할 수 있는데 잘 파악되지 못하기도 합니다구성원의 대화가 원할하지 않아 의사결정이 늦어져도 거래비용이 나타날 수 있으니 숨어있는 적?이라고 할 수 있겠네요.

Posted by buzzmetrician

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