The CGM Truth, The Whole Truth, and Nothing But the Truth, Right?

My firm, Nielsen BuzzMetrics, recently launched a new tool called the Brand Association Map (BAM).  The tool essentially takes vast quantities of CGM (up to millions of comments) and, through the use of advanced text mining algorithms, organizes it around an anchor theme, topic, or issue on a circular map.  In many respects, the map helps uncover key truths about what I call "Brand DNA."  How do consumers really talk about brand, and what specific associations do they make in relation to the topic at hand?  Recently, my team decided to put all the relevant CGM related to American Idol Sanjaya Malakar contestant into a BAM map, and we discovered a few interesting thing.

• Sanjaya Malakar, one of the last remaining contestants, has few positive attributes as reflected on the BAM map
• Howard Stern and Vote for the Worst, are closely associated to Sanjaya as American Idol, suggesting the two campaigns are supporting Sanjaya's notoriety
• Many bloggers agree that Sanjaya lacks talent and does not belong among the top contestants. Many fans think Sanjaya is making a "mockery" of the contest and believe it would be downright "wrong" if he won

Is this fair?  Better yet, is it accurate?  More importantly, what is truth?  In the case of Sanjaya, something very strange is going on.  The BAM map suggests there is unmistakable skepticism about the talent, but a marketing campaign by a "key influencer" (Howard Stern) is urging that he be kept on the show....no matter what.  The tell tale sign here is the close approximation of the term "Howard Stern" to Sanjaya.  This doesn't entirely solve the riddle of Sanjaya's popularity, but it does provide a few good hints, or at least force a few new questions.   Looking beyond this particular issue, brands constantly need to take a close look at the "DNA" that surrounds their identity.   Key associations might reveal, for example, that competitive brands you considered on par with your brands are nowhere to be seen on the BAM map.  Or you may find that despite all your good PR efforts, consumers can't stop talking about "poor employee conditions" when talking about your brand?   Such is the power of CGM.   

Comments

[Michael Kaplan]

I think Sanjaya's buzz/popularity is more relateed to people's engagement with American Idol than his talent or lack there of. If you did the same analysis, but with American Idol as the term, then look to see how Sanjaya compares or highly correlates to. I am sure you will find all the other contestants have more positive discussion around them, and the context around their conversation is more about the people than the show.

Sanjaya should only come up as a means to keep the show interesting and unpredictable for a relatively small subset of Idol viewers.
 
The REAL story here is what FOX is or isn't doing about Sanjaya & Vote for the Worst.  American Idol is the last TV powerhouse (at least the last one that airs weekly, can't forget the Superbowl).

How many times will people tune in to see American Idol where the worst person wins?  How long will that be entertaining enough to draw a HUGE captive audience that is willing to be teased through 5 minutes of commercials to see who is or isn't eliminated?  How is FOX going to solve aganist this and protect its most valuable asset, the one that has made them a #1 Network? 
 
If I were a FOX employee, I'd be reaching out to other communities asking for help. How do we protect the show from a groundswell of "player-haters?"  Votefortheworst.com is not new, its been around for 2-3 years, and has grown tremendously in popularity. Howard Stern is the tipping point, FOX and content providers in general need to start working with communities to promote and now protect their assets; Can't MySpace be of use to save American Idol from this threat to a proven brand?

BUT, that is just one man's opinion.