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Ferrero Rocher Finds Valentine’s Day Love: NetBase Measures Social Consumer Chocolate Cravings

NetBase, the Enterprise Social Intelligence (ESI) Platform company, today announced the latest Brand Passion Index, an analysis of consumer conversations online about eight chocolate brands. Powered by the Insight Composer[JS1] , the Index measured the behaviors, emotions and opinions about the following chocolate brands: Hershey’s, Godiva, Ghirardelli, Ferrero Rocher, Neuhaus, Cadbury, Lindt and Dove.

When it comes to the Valentine’s Day treat, online consumers chatted most about Hershey’s and its range of sweet products, but expressed the most love for Ferrero Rocher’s chocolate hazelnut confections, followed closely by San Francisco favorite, Ghirardelli. Hershey’s generated 30 percent of the overall chatter for the eight chocolate brands, but had the second lowest Net Sentiment score (68) and one of the lower Passion Intensity scores (45). Conversations about the brand revealed that while online consumers chat in high volumes about the many Hershey’s products, they complain about the smell and overly sweet taste of the chocolate.

Ferrero Rocher generated the most social consumer love with a perfect Passion Intensity of 100 and the highest Net Sentiment (87), despite only generating about 1.3 percent of the overall buzz. Customers raved about the gold-wrapped chocolates, labeling it the perfect gift to give and receive. Close behind was Ghirardelli, with the same Net Sentiment (87), but a lower Passion Intensity score (61). Social media users love the sea salt and caramel chocolates as well as the peppermint flavor from Ghiradelli.

In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

Read what consumers are saying about Hershey’s:

This Hershey’s bar is too much sweetness for me :(.

Hersheys is WAY down on the list, but will do in a pinch.

I don’t really like the smell of Hershey’s :p.

Hershey’s Chocolate smells weird.

Read what consumers are saying about Ferrero Rocher:

Hot Hot Hot! My children are addicted to Ferrero Rocher. I don’t remember how it happened-it’s not as though I typically buy them nice chocolate-but ever since the first once, they’ve adored them.

Craving some Ferrero Rocher chocolates <3.

Ferrero Rocher chocolates are like the perfect gift.

perfect gift for me is ferrero rocher chocolate

Read what consumers are saying about Ghirardelli:

Ghirardelli is my best friend. #chocolate #is #a #girls #best #friend

Peppermint bark from ghirardelli chocolate is so good!!!

I’m addicted to Ghirardelli dark and sea salt caramel chocolates. #toogood

Hi my name is Genesis Winland and I’m addicted to Ghirardelli chocolate squares. “Hi genesis”.

Each month, the Brand Passion Index (BPI) analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. Register for our next Demo Day about whiskey brands here.

About NetBase

NetBase, the C2B Company, delivers the enterprise social intelligence platform that global enterprises use to monitor, understand, and engage with customers in real time. Using a high-precision natural language processing (NLP) engine combined with text analytics and machine learning, our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable marketing, public relations, market research, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker in the Wall Street Journal and our solutions are sold globally by SAP AG. For more information, visit www.netbase.com, @NetBase, on Facebook page, LinkedIn, or YouTube.