LOVEPeople are driven to brands that reflect their beliefs and values. In a sea of brands, The brand that wins, is the one that tells their story the best.

But nowadays, its MUCH more likely that you’ll form your opinion about a brand based on a story that someone else is telling.

of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising

92%

Understanding the conversation

TopicsWhat resonates the most?

SentimentWhich content carries the most negative or positive sentiment?

InfluencersWhich influencers have the most reach, relevance and resonance?

Identifying the influencers

5

Content creators

Creators

1% 9% 90%

Sharers & reusers Lurkers & learners

Sharing and amplifying content

analytics

content

social

search

syndication

Comscore, Dec 2013

The importance of mobile