Transforming how marketers communicate through content
As founder and CEO of Adoreboard, what encouraged you to create this tech startup?
I previously worked in PR and was lucky enough to work with big brands like Hewlett-Packard. That was five years ago when the digital landscape for communication and publishers was totally changing. Some of the problems that emerged and became more important in a digital environment were the ability to measure and improve the performance of content. This presented an opportunity to create Adoreboard to bridge that gap by allowing you to know in advance the likely performance of content through emotional analysis and then providing a real-time feedback loop on actual performance.
What is the main aim of Adoreboard?
Our aim is to transform how marketers communicate through content by understanding and improving contents emotional impact. Adoreboard provides a platform to do this by enabling brands to understand, measure and optimise their content in real-time. This translates usually into an approximate time saving of 70 per cent as well as providing deeper insights to facilitate better decisions.
How is Adoreboard different or unique to other similar companies?
Three things. First, we applied an academic rigor as a spin out of Queen’s University, Belfast to create a new approach to extracting over 20 emotions from any content and then applying this to content creation, measurement and optimisation. Secondly, we transform how content performance is measured and improved. Instead of measuring content after it’s published, our latest product www.toneapi.com provides the user an instant understanding of the emotional impact of the content and recommendations on how to improve it. Thirdly, unlike competitors our technology focuses on key problems that content creators face at each stage in the content lifecycle. So we can tell you why content is going to perform in a certain way, we can measure the content once published in real-time and incorporate feedback from how that content has been shared or commented upon and we complete this by telling you how to improve the content.
How does Adoreboard create value for publishers?
Publishers increasingly need to create unique, fresh and relevant content. Social networks have made the sharing of content more accessible than ever before. So it needs to be compelling enough to click on. We partnered with Press Association (PA) for the UK General Elections to provide new insights based on the emotional reaction to candidates on Twitter. This data was transformed into graphics such as charts, which formed the basis of analysis to supplement news stories. The impact was that this not only positioned PA as an innovator and leader in its field, it also increased its editorial output to provide a new and fresh take on the General Election.
We’ve demonstrated how this can be taken outside politics and applied to other big news stories like the Royal Birth. Real-time analysis allows insights to be generated at the speed that publishers want. In the case of the Royal Birth, the story broke at 10am and a graphic illustrating the mood of the country in response to the news on Twitter followed quickly after. In many cases consumers of content seek it out. That’s the reason why they’ll keep coming back if you provide evolving content in a way they want it – you’ll be their trusted source that they’ll turn to. An increasing trend we see is brands acting as publishers. The brand experience is one that’s facilitated, meaning that if a brand can provide me with content that I want, then I’ll trust it especially if its educating me. Essentially, it’s a new form of customer loyalty. Our technology allows publishers to evidence the emotional impact of their content before its published.
Once it’s published, we can bridge the link between the intensity of emotion and click through rates. In one recent example, for a major airline we identifying the emotions in the content and based in this insight, new content could be optimised to drive a 10 per cent increase in click through rates. This is relevant to not only publisher’s news site but for any social network they choose to share their content on.
Can you explain a little about what the Adorescore is and how you measure people feelings towards a brand?
The Adorescore is a new way to measure how people feel about brands online. The Adorescore works a bit like a stock price for brands. It can tell you in real-time if your brand is being adored or floored. The Adorescore has been created by data scientists based at Queen’s University to provide a new way to understand multiple emotions expressed by people online. This is simplified into a single score in an index of minus 100 to 100.The Adorescore combines three independent variables deemed to be important for online brand evaluation.
These include:
A. The Authority of what is being said. This measures how authoritative or trustworthy an author of the data is. For example, the New York Times may have higher authority than a Geek Weekly blog or your average Twitter user.
B. The Emotion contained in what is being said. This measures the emotions contained in an expression of an opinion in content.
C. The Currency of what is being said. This measures how fresh or current the expressed opinion is, with fresher content having a bigger impact on the score.
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