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MindMeld- Back To School #ListenSmarter August 2014

Back to School: How The Major Retailers Fared on Social Media

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Taking advantage of the immense amount of social chatter about Back-to-School shopping, I worked with MutualMind to understand the who, what and where of these conversations. The social listening campaign was set up to collect any mention of “Back to School” and one of the following six retailers - Walmart, Target, Kohl’s, JC Penney, Kmart and Amazon. After the collection, our analysts took a deeper dive into the dataset to tag content based on whether a mom, dad, student or teacher was the one making the post. They also tagged content by the grade the student was going into.

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MindMeld- Back To School�#ListenSmarter

August 2014

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2 All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter

Headline Here Sub-headline, date, event or other details can go here

Topics on the Table �

1.  Study Overview �2.  Retailer Breakdown�3.  Product Breakdown�4.  MutualMind Command Center�

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3 All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter

Back to School�

Study �Overview �

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Study Overview �

•  The  date  range  of  this  study  is  August  1st  through  August  25th.  During  that  7me  there  were  a  total  of  32,822  men)ons  of  one  of  the  retailers  and  the  phrase  “back  to  school”.    

•  The  majority  of  the  conversa7ons  had  a  posi7ve  sen7ment.  Marketers  can  take  advantage  of  the  excitement  of  Back  to  School  shopping  to  boost  sales  and  profits.    

Executive Summary�

•  Moms  of  elementary  school  children  most  oHen  disclosed  the  grade  her  kids  were  going  into.  These  were  found  most  regularly  in  blogs.      

•  TwiIer  made  up  the  majority  of  content.  Because  of  TwiIer’s  quick  and  easy  nature,  many  users  may  choose  to  make  posts  while  out  and  about  from  their  mobile  devices.  This  is  oHen  the  Real-­‐Time  posts  that  are  happening  NOW.  

 

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Study Overview �

•  Students  created  videos  and  uploaded  to  YouTube  to  show  off  the  purchases  they  made.  You  no  longer  have  to  wait  for  the  first  week  of  school  to  show  off  all  of  your  new  ouTits,  and  you  have  the  poten7al  of  sharing  with  a  much  larger  number  of  people.  Youth  today  play  an  incredible  role  as  online  influencers  for  their  favorite  brands.      

•  Target  is  winning  the  social  sphere  for  Back  to  School    by  crea7ng  discussion-­‐worthy  shopping  experiences  and  content.  Amazon,  while  arguably  an  even  beIer  experience  for  a  7me-­‐starved  mom  isn’t  geWng  NEAR  the  passion  and  fervor.    

•  Back  to  School  excitement  isn’t  about  the  stuff  on  the  school  supply  list  –  that’s  “have  to  have,”  and  doesn’t  ignite  emo7on.  Apparel  is  where  retailers  should  focus  their  growth  efforts,  as  customers  are  more  willing  to  discuss  (and  poten7ally  buy)  these  wares.    

Executive Summary�

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Study Overview �

•  Back  to  school  oHen  has  a  bit  of  nostalgia  associated  with  it.  Adults  (and  some  older  students)  remember  shopping  for  crayons  and  new  spirals  fondly.  Before  embarking  on  a  new  school  year,  students,  parents  and  teachers  hit  the  sales  for  school  supplies  and  new  aWre.  Marketers  have  taken  this  opportunity  to  capitalize  on  consumers  who  will  be  shopping  during  this  7me.    

•  This  year,  MutualMind  decided  to  do  a  study  to  determine  the  who,  what  and  where  of  back  to  school  shopping.  Using  keyword  based  listening  and  manual  tagging  of  content,  we  were  able  to  understand  who’s  talking  about  back  to  school  shopping,  what  they’re  talking  about  purchasing  and  where  they’re  going.  

•  To  achieve  our  social  listening  objec7ves,  we  setup  advanced  keywords  that  would  collect  any  men7on  across  all  the  major  social  networking  and  news  sites  that  men7oned  “Back  to  School”  AND  one  of  the  following  retailers:  

•  Walmart  •  Target  •  Kohl’s  

•  JC  Penney  •  Kmart  •  Amazon  

Introduction and Scope �

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Study Overview �

•  For  each  retailer,  we  set  up  a  keyword  with  several  varia7ons  of  their  name  based  on  previous  research  on  how  people  refer  to  the  brand.  For  example,  we  would  include  hashtags,  TwiIer  handles  and  common  spellings-­‐  

•  (walmart  OR  #walmart  OR  @walmart  OR  “wal-­‐mart”  OR  “wal  mart”)  

•  Further,  we  would  make  each  keyword  more  advanced  by  using  an  “and”  Boolean  search  clause.  This  will  ensure  that  the  only  data  collected  included  men7ons  of  “back  to  school”  or  its  common  variants  as  well  as  one  of  the  aforemen7oned  retailers-­‐  

•  (“back  to  school”  OR  backtoschool  OR  #backtoschool)  • While  this  setup  has  the  poten7al  of  missing  some  relevant  posts,  the  design  was  to  aid  in  collec7ng  less  but  highly  relevant  content.  

•  Once  content  was  collected,  we  studied  each  post  and  tagged  it  with  an  appropriate  tag.  Custom  tags  were  created  to  organize  content  by  the  grade  the  student  was  going  into  (or  teacher  taught),  and  whether  the  author  of  the  post  was  a  mom,  dad,  student  or  teacher.  Posts  were  only  tagged  if  the  content  of  the  post/bio  made  it  possible  to  tag  with  accuracy.    

Study Design�

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Study Overview �

Keywords  Setup   Custom  Content  Tags  

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Study Overview ��

•  The  study  was  conducted  for  August  1st  through  August  25th.  During  this  7me,  there  was  a  total  of  32,822  men7ons.  On  Monday  August  11th,  there  were  1,801  men7ons-­‐  the  peak  of  the  25  day  study.  Saturday  August  16th  saw  the  least  number  of  men7ons  with  721.  

•  The  majority  of  the  content  came  from  TwiIer  (79  percent)  but  blogs  made  up  a  large  percentage  of  the  source  makeup  as  well  (9  percent).  Much  of  the  blog  content  analyzed  came  from  mothers  wri7ng  about  their  children’s  first  day  of  school  and  their  back  to  school  shopping  experience.  Facebook  was  the  third  most  popular  source  (5  percent),  followed  by  news,  Tumblr  and  YouTube.  

36,000 Foot View �Below  you’ll  see  the  high  level  insights  of  the  en7re  campaign.      

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Study Overview ��

Target  32%  

Walmart    30%  

Kohl’s    14%  

Amazon  14%  

JC  Penney  4%  

Kmart  6%  

Total Sentiment � Total Mentions by Retailer �

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Study Overview ��

Sample Content �

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Back to School�

Retailer �Breakdown�

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Retailer Breakdown�

•  It  may  come  as  a  surprise  to  some  that  Target  actually  exceeded  Walmart  by  holding  two  percent  more  of  the  conversa7ons  on  back  to  school  shopping.  Target  carries  trendy  clothing  for  all  ages  as  well  as  school  supplies  and  aHer  school  snacks.    

•  There  were  100  tagged  pieces  of  content  where  Target  was  also  men7oned.    

•  16%  nega7ve  •  78%  posi7ve  

•  The  average  Klout  score  of  this  group  was  34  with  a  reach  of  38,816.  

Target �

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Retailer Breakdown�

•  More  teachers  talk  about  shopping  at  Walmart  during  ‘Back  to  School’  than  Target.    

•  The  tags  for  moms,  kindergarten  and  first  grade  were  all  s7ll  first  second  and  third  by  volume,  but  the  quan77es  were  less  than  those  for  Target.  

•  There  were  66  tagged  pieces  of  content  where  Walmart  was  also  men7oned.    

•  17%  nega7ve  •  76%  posi7ve  

Walmart �

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Retailer Breakdown�

•  The  kindergarten  and  teacher  tags  were  both  higher  on  the  Tags  by  Volume  for  Amazon  than  they  were  for  Target  and  Walmart.  

•  When  going  through  the  content,  we  discovered  that  a  lot  of  those  talking  about  shopping  on  Amazon  during  ‘Back  to  School’  were  talking  about  purchasing  books.    

•  There  were  25  tagged  pieces  of  content  where  Amazon  was  also  men7oned.    

•  20% negative •  80% positive

Amazon �

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Retailer Breakdown�

•  Moms  and  students  talked  about  shopping  at  Kohl’s  during  ‘Back  to  School’  more  than  teachers.  This  is  probably  because  the  students  and  their  mothers  are  more  likely  to  need  to  shop  for  apparel  than  a  teacher  would.    

•  There  were  9  tagged  pieces  of  content  where  Kohl’s  was  also  men7oned.    

•  11% negative •  56% positive

•  The  average  Klout  score  of  this  group  was  24  with  a  reach  of  386.  

Kohl’s�

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Retailer Breakdown�

•  Moms  are  s7ll  ranked  as  the  number  one  tag  by  volume  for  JC  Penney.    

•  There  were  8  tagged  pieces  of  content  where  JC  Penney  was  men7oned.    

•  0%  nega7ve  •  100%  posi7ve  

•  The  average  Klout  score  of  this  group  was  71  with  a  reach  of  32,066.  

•  An  influencer  known  as  @OurOrdinaryLife  tweeted  several  7mes  about  her  shopping  trip  with  her  daughter.  She  tweeted  posi7vely  about  the  experience  with  her  kindergartener.    

JC Penney�

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Retailer Breakdown�

•  There  was  no  content  that  was  tagged  as  Kmart  and  any  of  the  custom  tags.    

Kmart  

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Back to School�

Product �Breakdown�

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Product Breakdown�

•  As  for  the  ‘what’  people  are  shopping  for-­‐  we  did  a  search  using  our  robust  post  collec7on  filters  of  some  of  the  items  we  thought  would  be  the  most  popular.  Here  is  the  breakdown  for  the  following  items-­‐  

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Product Breakdown�

To  understand  beIer  what  people  were  shopping  for,  we  did  a  post  collec7on  search  using  the  following  Boolean  logic  (similar  logic  was  used  in  the  rest  of  the  Product  

Breakdown  sec7on  of  this  report)-­‐    ouTit  OR  ouTits  OR  #ouTit  OR  #ouTits  OR  shoes  OR  #shoes  OR  apparel  OR  #apparel  OR  

clothes  OR  #clothes  

Apparel �

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Product Breakdown�

backpack  OR  #backpack  OR  backpacks  OR  #backpacks  

Backpacks �

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Product Breakdown�

pen  OR  #pen  OR  pencil  OR  #pencil  OR  pens  OR  #pens  OR  pencils  OR  #pencils  

Pens/Pencils �

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Product Breakdown�

Spiral  OR  spirals  OR  #spiral  OR  #spirals  OR  "note  book"  OR  notebook  OR  #notebook  OR  "note  books"  OR  notebooks  OR  #notebooks  

Spirals/Notebooks �

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Product Breakdown�

Crayons  OR  #crayons  OR  crayon  OR  #crayon  OR  markers  OR  #markers  

Crayons/Markers �

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Product Breakdown�

folder  OR  folders  OR  #folder  OR  #folders  OR  binder  OR  #binder  OR  binders  OR  #binders  

Folders/Binders �

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Back to School�

MutualMind Command Center �

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MutualMind Command Center�

The  MutualMind  command  center  provides  visualiza7on  for  Real-­‐Time  analy7cs  and  monitoring  

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MutualMind Command Center�

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MutualMind Command Center�

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