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Social Intelligence about Headphones – #4 Why So Negative?
[This is part of a series of recaps on this Sennheiser Social Intelligence report] One of the ways to break up the raw data is to sort mentions or posts by geographical location. In general, the US Geography map is very pretty to look at, since there’s typically a gradient that works itself artistically throughout the 50 states. But when I saw Sennheiser’s map, my first thought was this: If this map were for a presidential candidate’s ratings during the Iowa caucuses, he or she would have a heart attack. For some reason, sentiment about Sennheiser is very negative in [...]Read more
Social Intelligence about Headphones – #5 Forest For the Trees
[This is part of a series of recaps on this Sennheiser Social Intelligence report] The thing about analyzing data from social media is that there are possibilities that I could have never imagined with traditional surveying techniques. With social intelligence, you can see what people want, exactly when they want it. That capability sometimes gives us tunnel vision, though—narrowing down on specific authors, or specific dates, or specific words—and we forget to take a look at the bigger picture. Instead of looking at Sennheiser or Beats or Skullcandy, why not take a look at the whole category of “headphones” and [...]Read more
Social Intelligence about Headphones – #3 Keep Your Friends Close
[This is part of a series of recaps on this Sennheiser Social Intelligence report] Surveys are usually touted as being anonymous. Nothing you say can be traced back to you, so you can feel free to complain, gush, or troll to your heart’s content. Customers who don’t file complaints individually but express their frustration in anonymous surveys probably won’t get their concerns fixed right away. This is why being able to zero in on individual authors of posts is pretty useful. Customer service can address, in real time, a disgruntled customer who posts something like “Sennheiser earphones broke again. Gonna [...]Read more
Social Intelligence about Headphones – #2 Listening In On the Competition
[This is part of a series of recaps on this Sennheiser Social Intelligence report] Social intelligence is more convenient than general surveying because you can easily get information on not only how your brand is doing, but also how your competitors are doing. Just by creating a few more topics to search, Sennheiser can be compared to the other brands in the market like Skullcandy, Bose, Beats by DRE, Plantronics and Koss. According to the report, Beats by DRE dwarfs Sennheiser, Skullcandy, and most of the other headphone brands when it comes to share of buzz, and it’s mostly positive [...]Read more
Social Intelligence about Headphones – #1 Not Quite Lovin’ It
[This is part of a series of recaps on this Sennheiser Social Intelligence report] I always like a good deal, especially when I can get more than what I paid for. So when Sennheiser promotes itself as “True Sound,” I’m hoping that it’s bargain-priced true sound. Unfortunately, the “What People Dislike” widget shows that “expensive” is, without contest, the leading negative comment about the brand. When just looking at likes versus dislikes, the “expensive” image could be countered by the fact that people like Sennheiser’s sound quality. The problem here is that Sennheiser is merely liked, not loved, for its [...]Read more
Social Intelligence about Headphones
This is the first in a series of posts by Candy Chang, an intern from my alma mater whom I had the pleasure of hosting this past week. She put together a summary of NetBase’s social intelligence report on Sennheiser, a German headphone manufacturer. My generation has grown up with parents always tugging earphones out of our ears or yanking headphones off our heads, warning us about our imminent deafness. That being said, I’ve been using those cheap, free earphones and hand-me-down iPod ones for the past 7 years. If I’m going to lose my hearing, I should get some [...]Read more