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Analysis of the digital conversation
for the
2018 ACADEMY AWARDS
March, 2018
CONTEXT
4
ACADEMY AWARDS, 2018
On March 4th, 2018, we had the 90th
Oscar Ceremony, a prize given by the
AMPAS to the crème of the crop in
movies, recognizing their excellence in
the industries’ professionals, and is
considered the greatest honor in movies
worldwide.
5
THE AWARDS: THE PRIDE OF MEXICO
Lately, it has become common to see Mexicans participating of the
Oscars. During Oscar’s 86, 87 & 88, a Mexican took 2 statues, both as best
director & best movie. This is why this year it is not surprising to see
Mexico’s participation, however, we had never seen such a Mexican
delivery as this one.
Last year, the current president of the US, Donald Trump. While being
sworn in said he would put up a wall between the US and Mexico so as
to avoid immigration by illegal aliens from Lat Am; stemming from this
fact and others, such as the renegotiation of NAFTA the relationship
between countries has suffered.
This situation has generated a friction between countries, yet, “The
Academy” has shown to be against these remarks and has done so in
every ceremony appealing to equality and inclusion for all cultures,
preferences and genders.
6
DONALD TRUMP VS. MÉXICO
After the 87th Academy awards, when Mexican national “Alejandro González Iñarritu” was awarded
with 3 Oscars for his film “Birdman”, current US president “Donald Trump” tweeted a series of
messages of disapproval:
THE MOST MEXICAN ACADEMY AWARDS
On the 90th Academy Awards Mexico was more present than ever:
The shape of water, written and directed by
filmmaker Guillermo del Toro was nominated
to 14 awards of which it got 4.
Singer Natalia Lafourcade & actor Gael
García were invited to interpret the
nominated song “Remember me” from the
movie “Coco”
Eugenio Derbez & Eiza Gonzáles were in
charge of presenting an award during the
ceremony.
“Coco” a Disney Pixar film centered on the Mexican
tradition of the day of the dead was nominated
and awarded as best animated movie & best
original song for “Remember me”.
7,846.66
0.00
1,000.00
2,000.00
3,000.00
4,000.00
5,000.00
6,000.00
7,000.00
8,000.00
9,000.00
1 2 3 4 5
3,196.4
0.0
500.0
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
1 2 3 4 5
9
TALK IN TWITTER IN MEXICO ABOUT THE EVENT.
TOTAL MENTIONS: 446,738
Mill
on
es
MARZO
PROBABLE REACH: 1,084,358,520
MARZ0
Mile
s
During the event was when we
detected the greatest volume of
talk regarding the Academy Awards.
Conversation volume: 446,738
mentions from march 1st to 5th, 2018.
Academy Awards date
Academy Awards date
10
REFERENCE DATA
Analyzed days VolumeReach
(Millions)
Avg. daily
mentionsMultiplicity
Trump wins the presidency 5 910,464 128 182,092 3.7
Visit by Donald Trump 5 479,340 154 94,657 4.4
Academy Awards 2018 5 446,738 1,084 89,348 30.7
January 2017, rise in gasoline 16 416,928 439 3,259,990 12.6
Río Olympics, 2016 17 413,648 130 284,332 2.8
Super Bowl LII 2018 5 397,180 1,59279,436
45.1
Detention of Javier Duarte 5 199,982 27839,996
7.9
Golden Globes 12 156,078 42813,007
12.1
Marco Antonio Case 6 107,693 13317,949
2.7
Ordered as to volume.
NOTE: 35.3 millions of Twitter users
11
REFERENCE DATAThe reach of the Academy Awards on Twitter was outstanding due to the fact that
several “Tweet stars” interacted with the subject:
11.5 M FOLLOWERS
Paulina Rubio
@paurubio
Eugenio Derbez
@EugenioDerbez
9.7 M FOLLOWERS
7.8 M FOLLOWERS
Aristegui Noticias
@AristeguiOnline
Carlos Loret de Mola
@CarlosLoret
7.8 M FOLLOWERS
12
TWITTER CONVERSATION IN MEXICO.
GENDER
TRENDING HASHTAGS
BUZZ GRAPH
WORD CLOUD
Volume of the conversation 446,738
mentions from march 1 to 5, 2018
13
MAIN CONVERSATION TOPICS
“COCO”
EXPERIENCE OF
THE AWARDS
OSCAR WINNERS
“THE SHAPE OF
WATER”
Tweet relating to the
movie “Coco” by
Disney Pixar, either
supportive or
announcing it as the
winner (original music
or best animated
movie).
People that tell of
their experience
while watching the
ceremony, what they
were doing, who they
were with, how they
felt, etc.
When some person or
media speaks about or
announces the
winners of some prize
during the night.
Tweets related to the
movie “The shape of
water” either
supportive or
announcing the
winner (best
soundtrack, best
production design).
MEXICANS AT THE
AWARDS
INFORMATIVE
NOTES
BEFORE THE
CEREMONY
GULLERMO DEL
TORO
Positive or negative
comments about some
Mexican nationals
that were at the
ceremony during their
participation.
Information media
that share some
information
pertaining to the
ceremony.
Fans that reference
preparations, betting
slips or opinions on
expectations of the
Awards ceremony for
2018.
References to the
filmmaker during the
Awards ceremony.
Conversation volume 446,738
mentions from March 1 through 5, 2018
ACTORS/
ACTRESSES
Comments or criticism
for or against some
actor/ess, either for
their work, dress or
performance during
the ceremony.
14
MAIN TOPICS AND EMOTION OF THE CONVERSATION
Classification from 1 to 10 where 1 is negative and 10 positive
1 2 3 4 5 6 7 8 9 10
24.54%
18.4%
13.3%
12.2%
8.2%
6.1%
6.1%
3.1%
MEXICANS AT THE AWARDS
GUILLERMO DEL TORO
“COCO”
OSCAR WINNERS
ACTORS / ACTRESSES
CEREMONY EXPERIENCE
THE SHAPE OF WATER
INFORMATION NOTES
PREVIOUS TO THE CEREMONY
6.1%
6.7
8.1
7.7
7.5
7.5
6.9
5.0
5.0
6.7
7.0
EMOTION
Conversation volume 446,738
mentions from March 1 through 5, 2018
GENERAL FOR THE CEREMONY
15
MULTI-MEDIA ON TWITTER CONVERSATIONS
64.4%
13.8% 12.6% 9.2%
IMAGEN WEB GIF VIDEO
85% of tweets hade
some multi-media
content.
EXAM
PLES
Conversation volume 446,738
mentions from March 1 through 5, 2018
16
INCLUSION AND EQUITY.The leading subject for the Awards ceremony was inclusion. This year the academy decided
to award movies with a strong message of inclusion and equity:
Frances McDormandWinner for Best Actress Award
Guillermo del Toro Winner for best director and best movie.
Winner for the film Three billboards outside Ebbing,
Missouri, during her acceptance speech invited all
women nominated to stand up and said: “Look around
you, we all have stories to tell and bankroll. Producers,
take us into account” and ended with the two words:
'Inclusion rider’, A call for diversity in the movie
industry that artists may demand in their contracts.
Mexican filmmaker Guillermo del Toro, after receiving the
award for best movie said: “Inclusion is necessary if only for
the reason that we are not listening to all the stories that
should be heard". His speech fit nicely with the movie “The
shape of water” which tells the story of different people
(disability, race or sexual preference) who are bullied and
seek to give a better condition to a fish-man that lives a
similar situation.
Conversation volume 446,738
mentions from March 1 through 5, 2018
17
“The Silent”Best fiction short film
“Una Mujer Fantástica” Best foreign film
“Call me by your name”Nominated for best movie
“This is me ” Nominated for best song
A short film that tells the
story of a mute girl that
has to learn to adapt in a
talking world. The
speech was delivered in
sign language for the girl
who starred in the
Project.
Movie starred by a trans-gender
actress, that tells the story of a
trans woman who has to face
the suspicions of murdering her
boyfriend because of her
condition. Daniela Vega the
star, is the first trans woman to
participate in an Academy
Award Ceremony.
Romance between two men,
however, it doesn’t emphasize
sexual orientation and uses the
word “gay” very little and never
to describe the stars. The
director did not want to tell a
story of sexual orientation, but
rather no how your first love is
experienced.
Main song for the movie
‘The greatest showman’
which tells a story of a
group of misfits from
society due to a
malformation. This song
is about accepting
oneself as you are.
INCLUSION AND EQUITY
Conversation volume 446,738
mentions from March 1 through 5, 2018
18
FEEL OF THE CONVERSATION
51%NEUTRAL
4%NEGATIVE
45%POSITIVE
Tweets from Awards, movie, actresses/actors nominated fans,
expressing their happiness and pride about them.
Tweets that speak of nominees, presenters, who won or what
happened during the ceremony or red carpet without any particular
point of view. These types of tweets are meant to be informative by
magazines or showbiz news shows.
Tweets that express anger or dissatisfaction with the awards results,
or even straight out reject these types of ceremonies or events.
Conversation volume 446,738
mentions from March 1 through 5, 2018
19
FEEL OF THE CONVERSATION- EXAMPLES.
51%NEUTRAL
4%NEGATIVE
45%POSITIVE
Conversation volume 446,738
mentions from March 1 through 5, 2018
DIGITAL
21
WHAT IS SOCIAL DIGITAL MOOD?
▪ It is the mood that is prevalent on the online
population in social media, which reflects phenomena
that happens around them.
▪ Social media activity has become stronger and has the
power to influence opinions, purchase decisions, ways
of life, even acceptance or rejection of ideas or
publicity messages.
▪ The content you can get from social media, can
achieve understanding the opinions & feel of the
users, facilitating understanding towards customers.
22
CURRENT DIGITAL SOCIAL MOOD®
Nowadays, a large part of society expresses their
feelings as to everyday problems through social
media.
In social media, conversations ebb and flow
spontaneously, NODO generated a segmentation that
helps us measure the digital Social Mood®.
EUFORIC
HOPEFUL
CALM / CONFIDENT
STATIC / EVERYTHING’S OK
CONFUSION / LITTLE CLARITY
DISAPPOINTMENT
UNCERTAINTY
IMPOTENCE
MALAISE
SAD / DOWN
RESISTENCE
FED UP
FRUSTRATION
TENSION
OUTRAGED
FEAR
RAGE
SEGMENTS
23
FEEL OF THE CONVERSATION
10%
Several people criticized the participation of
certain actors/actresses during the ceremony, or
even showed open disapproval towards the results
shown by the academy.
60%
Due to the fact that there were many Mexicans
participating in the Awards ceremony, Twitter users
showed their sympathy and support for their fellow
Mexicans.
EUFORIC
HOPEFUL
CALM / CONFIDENT
STATIC / EVERYTHING’S OK
CONFUSION / LITTLE CLARITY
DISAPPOINTMENT
UNCERTAINTY
IMPOTENCE
MALAISE
SAD / DOWN
RESISTENCE
FED UP
FRUSTRATION
TENSION
OUTRAGED
FEAR
RAGE
SEG
MEN
TS
30%
There were several people that were indifferent to
the awards ceremony, despite the fact that Mexico
had a widespread participation.
24
DIGITAL SOCIAL MOOD®
-100
-80
-60
-40
-20
0
20
40
60
80
100
EUFORIC
HOPEFUL
CALM/CONFIDENT
STATIC / EVERYTHING’S OK
CONFUSION / LITTLE CLARITY
DISAPPOINTMENT
UNCERTAINTY
IMPOTENCE
MALAISE
SAD / DOWN
RESISTENCE
FED UP
FRUSTRATION
TENSIÓN
SHOCK
OUTRAGE
FEAR
RAGE
2013 2014 2015 20162012 2017Paul McCartney
JO London
Marches and
mutinies
Violence at
Michoacán
Super
Bowl 48
Vive Latino
Mexico in
the world
cup
Marches for
Ayotzinapa
Violence
in Gdl.
Champions
League Finals
Disappearanc
e of IEEPO
Champions League Finals
Defeat of Mexico in
the America’s cup
Donald Trump
visit
CONCACAF
México (2)
VS EEUU (1)
Rise in gas
prices
Detention of
Javier Duarte
Quake
19 Sep.
2018
Internal Security Law
Case of
Marco
Antonio
NFL /
Buen Fin
Súper
Bowl 52
Historic SM balance (2012-2018)
Acade
my
Award
s #90
25
WHAT’S HAPPENING IN THE WORLD?
During 2017 and now, in 2018 there is a trend for inclusion of vulnerable groups. This has
been reflected by Hollywood on movies that speak of these subjects, or movements like
“Times up” or “Me Too” that seek to end gender violence and promote equity between men
and women, people of different races, sexual preferences or some different physical trait.
26
WHAT’S HAPPENING IN THE WORLD?
Love for Latin culture has grown worldwide and it
shows in the industry of arts and entertainment
nowadays you can see movies that speak about
Mexican culture, like “Coco” but there are ever more
singers and actors that want to interpret in
Spanish.
“American artists are realizing that
Latin music is at its best moment and
now, instead of being us that speak
English they are having to sing in
Spanish because the Latin public is
really important and wants to hear
them in their own language “. Luis Fonsi
Demi Lovato & Luis Fonsi
Échame la culpa
The only condition Demi
Lovato demanded from
Luis Fonsi for the duet of
"Échame la Culpa" was
that her participation was
in Spanish.
Justin Bieber ft. Luis Fonis y Daddy
Yankee – Despacito After “Despacito”
Justin said he will
take Spanish
classes with a
Special teacher so
he can sing in that
language.
27
DONALD TRUMP AGAINST TRENDS
Despite the trend of inclusion and love for Latin
culture growing over the last year there is also a
racism polarity, mainly in the USA against
Mexicans or Latin Americans, where there are
shows that openly support these types of
conducts, but others disapprove.
One of the main characters against these trends
is the US president: Donald Trump who
disapproves of Latin immigrants into the US, as
well as international treatises with Mexico, like
NAFTA.
28
WHAT IS HAPPENING IN MEXICO?
Despite Donald Trump, these trends
have also been present in Mexico, the
feeling of national pride has grown in
the country, reinforced by the global
trend that celebrates our culture and
recognizes both it and its opposition
(Donald Trump), has also been given by
internal situations like: the quake of
September 19 2017 which has brought
out the best in Mexicans, by showing
solidarity among nationals.
29
WHAT DO MEXICANS WANT TO HEAR?
https://www.youtube.com/watch?v=Nvt4JKYHe_E&feature=youtu.be
• Due to the dominant social mood® Mexicans have a need to see and hear
messages charged with a communication tone of inclusion, solidarity, hope,
authenticity and nationalism.
• That reflect everyday circumstances where society and pride for being Mexican
are valued.
• In front of skepticism Authenticity
• In front of uncertainty.
• In front of impotence
Required tone
Emotional connection
Unity & Joy.
InclusionNational pride.
