Author Archives: klu

Social media analytics – Manchester City FC and Liverpool FC

Screen Shot 2014-05-10 at 2.08.06 PMEnglish Premier League – Man City (MCFC) and Liverpool (LFC) set for title finale; a dramatic season comes to a conclusion tomorrow 5/11. MCFC will be champions if they draw or win their home game against West Ham. On the other hand, LFC can only win if they beat Newcastle and City lose. It’s been a truly impressive season for Liverpool, though I’m not a LFC fan. Let’s take a look at these two clubs with Topsy and Social Mention.

Topsy – Manchester City FC (MCFC)

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Monthly tweets between 4/10 – 5/10 is 65K, the spike on 4/13 was attributed to the decisive game between MCFC and LFC which they lost 3-2 but the hype generated 10K tweets. The spike usually occurs the day of the match or the day before the match. As for sentiment score, it is 81, very positive which is within my expectation as they are well on their way to win the title for the 2nd time in 3 years.

Topsy – Liverpool FC (LFC)

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Monthly tweets between 4/10 – 5/10 is 392K, we are seeing the same spike on 4/12 when LFC played MCFC. Again, the spike on 4/19 was attributed to beating Norwich 3-2 and the spike on 4/27 was the match against Chelsea which LFC lost. We can clearly see the number of tweets gone way down when LFC couldn’t beat Crystal Palace on 5/5 and their title bid is nearly over. As for sentiment score, it is 85. In my opinion, one explanation of such high sentiment score is because LFC have been an exciting team to watch regardless their title hope; they really have played like a team this season with a lot of energy and passion.

Social Mention – Manchester City FC (MCFC) Using Social Mention, we can do some data comparison. For instance, we can confirm the general sentiment. Based on the past 7 days analysis against MCFC, the sentiment score 90% positive vs 81% positive from Topsy. Social Mention breaks down the top hashtags and sources. For examples, mcfc is the top hashtag, friendfeed, twitter and photobucket are among the top sources.

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Social Mention – Liverpool FC (LFC) Based on the 7 days analysis from Social Mention, the sentiment score is ~86% vs 85% from Topsy. In this case, it is very comparable. Top hashtag for LFC is lfc and top sources are photobucket, friendfeed and twitter.

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Both tools complement each other. Topsy is a great analytic tool to better understand tweets, sentiment and its trends. Social Mention provides a dashboard more a macro view on passion, reach and sentiment across different media channels.

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Quenching China’s Thirst For Water

Here is an article from Forbes that illustrates the current water problem in China. The growth and economic development had been given first priority; unfortunately, environmental measures had been neglected for decades. According to World Health Organization, one out of four Chinese do not have daily access to clean water approximately 300 million. Both private and government sectors are actively seeking for innovative solutions to fill both technology and service gaps to solve this water crisis.

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When was the last time you had to worry about getting a glass of clean and safe drinking water? I’m sure it’s not something you have to worry about every day; we go to the faucet, turn it on and out flows clean water. Unfortunately, nearly 800 million people across the globe are still suffering from lack of access to clean water and sanitation every day, especially in developing areas in Africa, Northwest China and Latin America. We are H20 4 Life, we would like to introduce you to different organizations around the world that are helping communities to gain access to reliable water source, improve their health and well being. Most importantly, we would like you to join us and sign this petition and tell Congress to co-sponsor ‘The Water of the World Act’, this is an important legislation to ensure U.S. government can continue to lead the way in helping communities around the world to improve new water development.

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by | May 1, 2014 · 5:41 pm

A Drop of Life.org

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A Drop of Life is a charity organization established in 1998 with the focus to improve the poor condition of arid regions in China. Their projects include awareness programs, fund-raising activities, water facilities and rain-saving water cellars construction.

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Does it look like they follow a content calendar? Yes, it does, facebook posts reveal they have regular charity events and partner with non-profit and for-profit groups to organize fund-raising activities, including walkathon, cycling charity rides, silent auctions and trips to arid regions in China. Their content calendar appears to be monthly based.

How many people contribute to the social channels? Given ‘A Drop of Life’ is a relatively small organization, I highly doubt they have a dedicated team that only responsible for social media communication strategy. They are primarily using three social channels, facebook, weibo and youtube. Their facebook has 12,832 likes and 1,299 taking about this. A post regarding an upcoming charity event published this morning has received over 150 likes, both the organization and followers are very engaging on a personal level it reflects a strong sense of community. As for weibo, a very popular microblog in China, has 27,411 fans and 606 micro-blogs.

What is the message they are getting across? A Drop of Life is leveraging social media to promote awareness that ‘access to clean water’ is still an enormous problem in many rural areas in China. Their core message is to build a community and encourage all of us that we can help to improve the poor condition of these arid areas by participating their fund raising activities.

Who are they trying to reach? Currently, their target audience is still very domestic; mostly educated professionals in their 20s-50s in Hong Kong/China who enjoy active lifestyle as many of their fund raising activities are outdoor-oriented like running, cycling and delivering supplies to high-altitude rural areas.

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Natural running shoes – Altra vs Newton

If you’re shopping for a pair of running shoes these days, in addition to typical choices like Nike and Asics, there are many other brands that put stronger emphasis on efficient and natural running versus conventional heel striking design. I’ve been a forefoot runner for almost a decade now; two brands that have gained tremendous popularity are Altra and Newton. Both of them are very community-oriented and focus on bio-mechanically proper design. I’m gradually adding more miles to my weekly training regimen and are in the market for a pair of lightweight running shoes for 10K and half. As I’ve been going through their blogs and social media, so I thought this would be a great opportunity and use it for this assignment.

Forefoot striking vs heal striking

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Social media comparison

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Altra Running  

twitter – A platform to provide quick feedback from recent experience. For instance, ‘8th place finish at Sonoma 50!’ Not the best place to get product data, more to do with camaraderie and community.

facebook – A platform to cultivate social culture and identity of ultra-runners, a lot of inspirational quotes and posts by local elite runners.

Instagram – Pictures of running and promotional events.

Pinterest –  More or less the same as Instagram but with the focus on proper running technique.

blog –  Running tips, foot positioning, diet advice, ultra marathon, coaching advice and injury prevention.

youtube – Definitely the most informative it terms of product features and functions.

 

Newton Running 

twitter – Shoes demo, promotional and product updates, for instance instagram the training to win $1000 in gear with Newton Running.

facebook – People post questions and ask which Newton is best and suits well with their running style. Newton often uses it for product announcements.

Instagram – Professional pictures of sponsored athletes, like Craig Alexander.

Pinterest –  Pictures of product lineup, its technology and running gear.

blog –  Stories from local celebrities and articles about promotions, technology, testimonials, nutrition and overcoming injury.

youtube – Running tutorials that focus on the benefits of forefoot running and product comparison.

 

Summary 

Both Altra running and Newton running are very active with their social media activities. Altra running uses social media to build a community and create a lifestyle for those who enjoy running long distance. The focus of their social media strategy is about the unique culture, etiquette (take better care of our trails, tweet below) and characteristics of these elite runners. Many posts are about traveling and running in different countries; many of their followers are seasoned pros.

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Newton running, on the other hand, uses social media to showcase their products and promote better running technique; definitely more marketing centric. #CustomerCorner provides product comparison and discusses good running form. The focus of their social media strategy is more about education, running technique, correcting bad habits and choosing the right pair of running shoes.

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