Ferrero Rocher Finds Valentine's Day Love: NetBase Measures Social Consumer
MOUNTAIN VIEW, CA -- (Marketwire) -- 02/06/13 -- 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, 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.
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.
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
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.
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Lisa Joy Rosner
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