Do you want to get an idea of how complex a social network/Internet marketing campaign can become? Read the following from ClickZ:
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Audi knows that buyers of high-end autos are quick to rant about potholes and lousy drivers, so TV ads for the newly launched 2012 Audi A6 commiserate with those feelings. But how to channel that misery on the digital front? The answer is the Road Frustration Index, which quantifies the real-time status of traffic, accidents, weather and unhappy tweets on the roadways in major U.S. cities.
The branded index (visit site), still in beta, is presented in the form of a map that’s designed to make it easy to compare current driving conditions in various cities. To turn the idea of a misery index for drivers into a reality, Audi of America and its digital agency AKQA connected with MIT’s SENSEable City Lab. The lab has worked with Audi for years on researching intelligent city transportation through the use of data. AKQA collaborated with the lab to craft the algorithm that drives the index and to refine the index infographics. Including social media sentiment makes the RFI more subjective - and potentially a more riveting marketing tool - than a straightforward collection of facts. Drivers’ feelings are captured from keywords on Twitter, such as "traffic jam." And Twitter sentiment doesn’t always follow conditions. For instance, on the evening of Oct. 5, outspoken drivers in Philadelphia ranked very frustrated even though their road conditions did not rank as particularly bad.
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