Upload
alice-goldstein
View
128
Download
0
Tags:
Embed Size (px)
Citation preview
July 2012
Social Media Audit
Methodology of This Report
§ Objec:ve of this report: § Iden:fy and analyze social media
conversa:ons about the 2012 Summer Olympics
§ Analy:cs Solu:on: ADensity Analyze § Content Sources: TwiDer, Blogs,
Forums, Youtube and other social media sites
§ Timeframe: June 25, 2012 to July 24, 2012 and covering the Omaha Swim trials
§ Key Metrics: § Distribu:on -‐ % of comments by data source
§ Sen:ment – Tone of the posts
§ Non-‐sen:ment – ac:onable ques:ons, sugges:ons and recommenda:ons and customer profile data
2 7/27/12 l Footer
Sen:ment vs Non-‐Sen:ment Report
Social conversa3ons include both sen3ment and non-‐sen3ment
§ Over 98% of posts expressed sen:ment
§ Key themes included excitement over the opening ceremonies as well as for the games, and fans wishing their favorite athletes luck
3 7/27/12 l Footer
Sen:ment Report
The majority of the comments were posi3ve
§ An overwhelming 98% of the comments contained posi:ve sen:ment
4 7/27/12 l Footer
Fan Excitement for the opening ceremony of the 2012 Summer Olympics was a key driver in
positive sentiment
Sen:ment Report Most of the tweets expressed excitement to watch the London Olympics:
5 7/27/12 l Footer
Sen:ment Report
Posi3ve and Nega3ve Sen3ment Details
§ Other posi:ve men:ons were about Marke:ng and the Events
§ Most of the nega:ve comments focused on people ha:ng the Olympics because of their dislike for sports or annoying commercials
6 7/27/12 l Footer
Hashtags and TwiDer Handles
The #London2012 hashtag was found in over 18,500 tweets within this 3meframe
7 7/27/12 l Footer
A closer look at the most frequently encountered TwiOer handles on the 2012 Olympics shows that there is excitement brewing over rumors that the pop group One Direc3on will perform
Social Conversa:ons during the Olympic Trials
Comments were analyzed from the following sources for the Omaha Swim Trials:
§ 93% of conversa:ons were from TwiDer
§ 4 % were from Forums
§ The rest were found in Blogs, YouTube and other social media sources
8 7/27/12 l Footer
Michael Phelps and Ryan Lochte
9 7/27/12 l Footer
Tweets from the LochteNa3on drove up the overall volume of Lochte men3ons, eclipsing that of Phelps
Tweets from Lochte fans and retweets of the swimmer’s status
messages contributed to a massive spike of comments on July 19
Spikes in Conversa:ons 7/19/2012 aDributed to Ryan Lochte twee:ng he will take phone calls from fans!
Adoring fans are retwee3ng @ryanlochte
ADensity’s Voice tags capture the nuances in social sen:ment to find opportuni:es
“I want to talk” (Intent)
“Who wants a call from me?” (Ques3on)
Small differences can have significant impact on the kind of ac3on you would take on a message or where you would route it
Ryan’s Facebook Page causes another spike in conversa:on volume with his AT&T commercial
Lochte-‐Phelps Sen:ment Details
Fan reac3ons to Phelps and Lochte
§ Support for Ryan Lochte accounted for almost 50% of posi:ve comments, while Michael Phelps garnered only 30% of the posi:ve comments
§ Nearly 90% of nega:ve comments focused on Michael Phelps
13 7/27/12 l Footer
Posi:ve Sen:ment on Phelps
14 7/27/12 l Footer
96% of Phelps comments contained posi3ve sen3ment from his fans
Posi:ve Sen:ment on Lochte
15 7/27/12 l Footer
§ 90.36% Express posi3ve thoughts about Ryan Lochte
Fans of Lochte praised the swimmer with encouraging remarks resul3ng in a 99% posi3ve sen3ment ra3ng
Ryan Lochte has created an en:re fanbase dubbed “The Lochte Na:on”
16 7/27/12 l Footer
Nega:ve Sen:ment on Phelps
17 7/27/12 l Footer
Phelps cri3cs brought up his marijuana scandal as well as commented on growing 3red of hearing about him
Nega:ve Sen:ment on Lochte
18 7/27/12 l Footer
Some Lochte detractors posted nega3ve comments claiming that the athlete is rude, while others look forward to Phelps defea3ng him in London
Phelps vs Lochte Dashboard Snapshot
19 7/27/12 l Footer
Thank You