Home Smart 100 2010 Online1984 (SMART 100)

Online1984 (SMART 100)


The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

This innovation initially came to life when…

We were looking for solutions to our clients’ needs for social media monitoring and analysis. We found many technical solutions that provided data but could not allow for human sarcasm, vernacular, industry jargon, spelling errors, abbreviations, etc., and so provided inaccurate or irrelevant analysis. If someone tweets “I’d kill for a Cadbury chocolate” it would be scored as a negative when in fact it is a positive. We realised that to provide a genuine understanding of how a brand, product, or person was being positioned online we had to have a human being evaluate, analyse, and score every feed individually.


The purpose of this innovation is to…

Provide accurate, up-to-date, and relevant information regarding a brand, product, situation (e.g., product launch, new ad campaign, etc.), or person’s online positioning along with insights as to areas of concern, potential opportunities, and strategic next steps.

It does this by…

Identifying keywords relevant to the situation and maintaining a consistent process for analysing and scoring each and every feed relevant to the nominated keywords. The analysis feeds into strategy development while the individual scores aggregate into a time-based line graph we call a Sentiment Chart that demonstrates the change in sentiment over time and according to changing circumstances.


This innovation improves on what came before because…

The only alternatives we have been able to find either do not provide analysis at all — only the raw data — or the analysis provided is based on software that endeavours to interpret based on context. However, software cannot interpret sarcasm, industry jargon, etc., and in a worst case scenario actually gives a misleading overview of the situation.

Its various benefits to the customer/end-user include…

An accurate and relevant understanding of how they, their competitors, and their industry are being discussed and positioned online, highlighting major concerns or opportunities and outlining strategic next steps that can be further developed.


In the past, this problem was solved by…

The client taking the data and doing the comprehensive analysis themselves — although to our knowledge the clients rarely had the social media understanding or the time to do this analysis.

Its predecessors/competitors include…

The client using software feeds to access the data to do the comprehensive analysis themselves.


It is made for…

Senior decision makers in general management, corporate affairs, and marketing roles in medium- and large-sized organisations both in Australia and overseas. High-profile individuals including politicians, entertainers, and sports people will also find this service useful.


It is available for sale through…

Direct sales with The Online Circle.

Our marketing strategy is to…

Provide information through a product specific website, www.online1984.com, present case studies, and provide initial interim analysis.


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To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.