Hashtag Analytics with TweetBinder: Pixar vs. Dreamworks

TweetBinder is a simple-to-use online analytics platform to track and evaluate Twitter hashtags, one useful way of gauging the conversation around brands online. For anyone unfamiliar, tweets often include #summaries that promote visibility of a personal tweet pertinent to a larger conversation. Brand managers can review mentions of their organization or products, and even attempt to guide or intervene if a negative tone takes hold.

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TweetBinder offers a free search functions with an option to “Go Pro” by selecting plans and pricing.

Pixar vs. Dreamworks

Both of these animation studios are well-represented and popular with social media users. A simple search for #pixar reveals a dashboard with this month’s tweet count, options to filter by content type, and a stats tab.

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The free statistics offer general information on the impact of these tweets, average followers per tweet contributor, and total reach. “Suggested terms” is a helpful sidebar feature. A fair amount of information can be gleaned from the free version alone. Tabs along the top lead to “Tweets & Binders,” and “Contributors.” These allow actionable insights, such as identification of specific contributions that carried great impact. This matters less for smaller brands when the page manager can read every tweet, but hashtag tracking for a combination of media properties and slang would quickly build the workload past that point.

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Now for #dreamworks…

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TweetBinder2

Dreamworks received 450 direct hashtag mentions this month; they received fewer tweets, but their contributors had more followers on average, making their reach and impact disproportionately high for having only 1/4 of the mentions. Looking at the contributor tab:TweetBinder3Brand managers can see who’s active, who’s impactful, and respond to or retweet them to maintain the advantage. Accounts that refer to Dreamworks creations like minions would likely be open to pleasant public back-and-forth to increase the account’s reputation, and the larger their network, the better. That is one simple way to create value from this free online tool.

 

 

 

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Cloud Providers Social Analysis #AWS vs #Azure

AWS Cloud  vs. Windows Azure

AWS Cloud vs. Windows Azure

The cloud computing is a hot space now. There are various players who are battling to gain traction on the cloud computing space, but two players have emerged, Amazon Web Service and Microsoft Azure leaving other of the competitions behind. In this article I am going to look at the social media analysis for the top two cloud solutions Amazon Web Service and Microsoft’s Azure using Social Media analytics tools such as Keyhole, Topsy and Socialmention.

Background:

Amazon web services was launched in 2006. It is by far the most popular cloud hosting solutions out there. It started as a Infrastructure as a Service provider, but in the recent years AWS has been entering the Platform as a service by adding offering such as databases and map reduce solutions. It offers services in compute, networking, storage, database and deployment. It has data centers in 10 regions around the world. Its customers include Netflix, Pinterest, Nasdaq and Smugmug.

Microsoft Azure was launched in 2008. It started as a Platform as a Service platform for .net developers. But since then has provided solution for Infrastructure as a services. It’s current offering is very similar to Amazon’s in compute, network, storage and database. It has data centers in 10 regions around the worlds. Its current customers include Toyota, BMW and Webzen (Korean game companies).

Social Media Analysis:

Looking at the number of the tweets for #azure and #AWS from topsy. Before 4/29 there are similar number of tweets for both hashtags, but in the past couple weeks #azure has been increasing significantly because there is a TechEd conference that Microsoft hosted between May 11 to May 15 in Houston. During the conference Microsoft released several new Azure products, Azure Remote App and Azure Files, that explain the divergent from the trends. tweets with #azure reach 337K people vs 473K for #AWS. Azure enthusiasts tweet more often than AWS enthusiasts, because tweets that has #Azure hashtag have higher impressions than tweets for #AWS at 1.8M for azure vs 774K for aws.

topsy - azure vs aws

 

Keyhole

Another interesting observations that I see from SocialMention is that the locations of the tweets for Azure is missing from countries that are traditionally IT savvy such as Brazil and China. I was expecting that there would be several mentions for #azure in these region because Azure actually has data centers in Brazil and China. Drilling down to the #AWS tweets, it shows that most of the AWS users are in California and New York, inline with the concentration of statups companies that use AWS. For Azure they are located in Washington state. I suspect the tweets from Texas will reduced after the Teched conferences over.

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The sentiment between tweets that mention hashtag #azure and #aws are fairly similar. #Azure has 62% positive sentiment and #AWS has 67% from Topsy. However, Social Mention said the other way around. 13:1 for AWS vs 17:1 for Azure. Social mention also think that Azure users are more passionate compared to that of the AWS. #Azure also seems to have more reach at 52% versus 45%.

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Social Media analytics of Boeing and Airbus

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This is in continuation to my earlier blog on social media presence of aerospace industry giants Boeing and Airbus. Here are their social media analytics shown below. It is very interesting that Boeing does not follow as many users as Airbus follows on Twitter. The users followed by Airbus are located many parts of the world but the users followed by Boeing are in very limited locations across the globe. On Twitter, Airbus has 196,936 followers and Airbus follows 612 users whereas Boeing has 157,873 followers and Boeing follows 197 users. See the pictures below for more analytics of Twitter. Results are extracted from “Follower wonk” website.

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Location of users followed by Airbus                Location of users followed by Boeing      

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As I have mentioned in my earlier blog, Airbus maintains a slight lead in social media presence. Airbus maintains Klout score of 88 and Boeing maintains Klout score of 68. Klout score…

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by | May 18, 2014 · 9:49 pm

Clash of the Mexican Grills

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  • Chipotle seems to have more posts, users, reach, and impressions than that of Qdoba.
  • Interesting to note that the Retweets percentage is more for Chipotle than Qdoba. This means that social media (not company promoted) is more active for Chipotle and therefore is expected to be more sustainable.
  • Backtweets seems to suggest that the tweets for Chipotle is very high compared to Qdoba. The difference can be attributed to randomness in data collection or Qdoba might have started social campaign much later than Chipotle.
  • Use of search words might have drastic results on the results as shown in Social Mention tab. Strength seems to be higher for Chipotle which is expected based upon the results from keyhole.co and backtwets.com. However, passion, reach, and sentiment seems to be dependent on the search word used.
  • Topsy analytics are in agreement with the fact that Chipotle has higher tweets (one month data). Matches the trend seen with Backtweets.com. However, the sentiment scores of Topsy does not match with that of Social mention. Possible reason for that might be sensitivity of data collection with time.

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Costco Vs. Sam’s Club

Let’s look at two warehouse clubs standings in the social media world and compare it to real world business status. We will look at social engagement and reach data and compare it to the dry daily business attributes and see if there is any correlation.

Summary (as of 5/18 @ 4pm Pacific):

Social Media Metrics Costco vs Sams

Source: Topsy, SocialMention, Twitter and Facebook official pages.

Dry Stuff:

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Analysis: In terms of wharehouse retail sales Costco is the King and dwarfs the retail giant’s Walmart’s similar efforts. In Social Media perspective results are a little mixed.

  • In overall strength (ratio of mentions to all sources) and total reach Costco trumps Sams club. But in passion and sentiment the numbers are reverse. But looking closely, the passion number can be raised if you have fewer people who are fans and are vocal. With larger unique authors its harder by design. From this perspective, Costco doesn’t do a bad job with 10% less ‘passion’ with double the unique authors.
  • Topsy data continued to show superb strength for Costco with mentions in 117.4k tweets vs that of Sams club for 24k. It also own in overall score of 80 to 74 (overall score is basically a representation of sentiment on twitter).

Based on Topsy score I expected Costco’s twitter account to be trumping Sam’s Club. I’m was stumped! @Costco has zero tweets w/ 2.6k followers. Then @CostcoTweets is at 23k followers but 4 tweets! @costcotravel is more repectable at 1.4k tweets and 2k followers. None of the costco accounts were twitter ‘verified’ accounts. Sam’s club had a verified account with 16.1k tweets like 58k or such followers. Costco is reasonably active on Facebook with social activities like #CostcoSelfie campaigns. But overall the data seems to indicate that Sam’s club is much more organized and more present in its Social Media channels than Costco. To be fair, Costco has some divisions within like Costco Travel who really want to connect with users and are active on Facebook, G+ ad Twitter.

Thus what dominates in real world business doesn’t necessarily guarantee similar wins in social media world – that takes some work!

 

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Social Analytics – McDonalds vs BurgerKing

McDonalds

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Topsy

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BurgerKing

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Topsy

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There seem to be a lot more tweets about McDonalds than BurgerKing, based on TOPSY, 1,961,830 vs  267,282 for the past month. However, sentiment favors McD(13:1) way more than BK(2:1). It is weird that even with way more tweets, SocialMention still shows a little better reach for BK than McD, as well as better number for passion. Strength indicator matches between both tools, where SocialMention shows 50% for McDonalds and 35% for McDonalds. Data from both sites also varies a little bit when different keywords were used to search for results. “BK”, “BurgerKing”, “Burger King” all generated quite different results on Socialmention. Because McD generated more tweets, most of the positive sentiments are coming from people tweeting being hungry and in need of some cheap quick food, exactly the target demographic McD targets. Both McD and BK tweets have similar trends as far as number is concern. It seemed they both do a pretty good job maintaining a pretty big social foot print. However, McD definitely do a better job generating a big fan base who consistently generates social content to keep McD popular and relevant in the social world.

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Mariners vs. Seahawks….is this a really a question?

Seattle is home to two professional level sports teams, the Seattle Seahawks and the Seattle Mariners. While they are not in direct competition with each other on the field, they are in competition for keeping fan interest which converts into dollars in the long run. In addition to this, much of the money made in profession sports is made based on the “brand” not exclusively from the wins/loss ratios of the team that hits the field. The brand of sports is much of the reason that we are willing to pay a salary of $240 Million dollars to secure a household name like Robinson Cano.

There are obvious differences right off the bat even before looking at their Social Media presence. The Seahawks are current Super Bowl champions and the Mariners have experienced several years of less than desirable baseball. The Seahawks are in their off season while the Mariners Season is currently underway. The Seahawks play significantly fewer games but are more reachable to the general masses as their games are televised on regular television channels. The Mariners play 162 games a year, but with only a few exceptions their games are televised on Root Sports a television station they own which is available on cable services like Comcast but not on Direct TV.

To start, let’s look at Topsy for the past month for both of these teams. You will see a lot more action for the Seahawks on Twitter than for the Mariners. While this may be alarming initially if you are responsible for the Mariners Social Media page it is important to remember that the NFL draft is currently going on, which clearly adds to the most recent peaks in chatter.

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When we look at Social Mention we can see a clear difference between the two teams. Here are shots from the Seahawks and Mariners respectively. Again, the Seahawks are likely riding the wave of being Superbowl champs with their 25:1 sentiment ration. It’s hard to imagine much negativity being said about them (49 fans not included). You can also see that a much larger number of people are talking about the Seahawks overall. On the Mariners side, you will see a 16:1 ratio. Since Social Mention is a ‘point in time’ analytic, this number probably varies significantly based on the win or loss of the day’s game, and in this case, they beat the Twin’s 6-2 snapping a 4 game losing streak. The highlights of the game came from a stellar pitching performance from Felix Hernandez (@realkingfelix – 210K followers) and Robinson Cano (@robinsoncano – 457K followers).

Having a little more than half of the number of contributors as a team in the off season does not bode well for the overall sentiment towards the Mariners brand.

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On Tweet Reach Seahawks:

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On Tweet Reach Mariners:

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Tweet Reach is the first time we see higher exposure for the Mariners than for the Seahawks. This is likely a direct result of the Mariners winning a game today.

With both teams vying for top spot when it comes to their $150 jerseys and unlimited options of swag, social media can help them by allowing fans to feel connected to the players even during the off season or at times when the team is showing less than ideal results on the field.

 

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Seattle’s Football Teams: How do our hooligan Sounders stack up to the Seahawks social powerhouse on Twitter?

This match-up may seem crazy—as everyone knows, Seattle’s outspoken Seahawks have just won America’s favorite sports championship decisively; they’re the focus of non-stop off-season coverage; and they’ve got the very best cornerback of all time (especially against mediocre receivers). The Sounders, on the other hand, are participants in the sport America still loves to hate—and while Drew Carey’s urban achievers are certainly having a good year, they’re not having a good enough year to turn that hate around.

That said, I’m going to use social media analytics to feel out a hypothesis I have, thinking aloud as I write this blog. While the Seahawks are sure to have a larger engagement level than the Sounders, I hypothesize that the Sounders will have a higher-quality, more engaged following.

Let’s get this first point over with

First, let’s investigate the overall size of social engagement with the Sounders versus the Seahawks. Having not yet driven into the numbers, I’m expecting something like a tenfold difference between Sounders and Seahawks social engagement.

My first foray into the numbers comes from Topsy, and gives us Twitter activity for the last month:

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This is about what I expected. The Seahawks tweets peak around the preseason and draft activity; the Sounders peak around their games (although I’m surprised at the peak for 5/10, since it’s my understanding that they didn’t play). Here are the aggregated numbers for that time period:

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I predicted a tenfold difference here. 322,923 / 46,822 = 6.9 (approx), so the Sounders are actually doing better than I thought in terms of raw twitter engagement!

Next, let’s dig into fan-facing quality

Now that we’ve got an idea of the difference of the Twitter engagement, let’s try to get some ideas on how well each of the teams engages their followers. In this arena, I’m mostly interested in the content being pushed out from each team in Twitter, and how their followers react to it in general. When we investigate the teams’ followers, we can use this information to determine both how hard each team works to maintain it’s follower base, and how effective each team’s strategy has been at cultivating the right follower base.

I’m going to use Followerwonk for these comparisons, mostly because I can.

First, let’s look at the Seahawks. Here’s the Followerwonk summary of the Seahawks Twitter activity:

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The Seahawks have gained massive Social Authority and have an incredible amount of followers. The Retweets, @Contacts give us an idea of their interaction on Twitter.Rather than just pushing out their own content, 44% of all of their activity are Retweets. Now would be a good time to mention that the Seahawks (and the NFL in general) has been profoundly effective in getting players and coaches to engage with the fanbase via Twitter, so many of these retweets are still originating from the Seahawks, just not the official Twitter account.

A look at recent Seahawks RTs suggests this may be correct:

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How does @SoundersFC stack up?

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Fewers Retweets and more @Contacts. My suspicion here is that this represents a less-engaged player/coaching staff (fewer retweets) and a more engaged fanbase (@Contacts). A quick look at the most recent tweets does NOT back this up. Apparently all the @Contacts are directed at @Oba_Martins. By the way, did you see that freaking goal?

GOOOOOOOOOOOOOOOOO Now let’s look at their followers

Again, I’m going to use Moz’s Followerwonk for this, mostly because it’s awesome.

For this, I’m going to compare three aspects of followerdom:

  1. How interactive is their follower base on Twitter (via %age of retweets)
  2. How engaged is their follower base on Twitter (via total # of tweets)
  3. Twitter bio word clouds (because I can)

%age of Retweets

This one came out pretty interesting, and begins to confirm my suspicions that the Sounders followerbase is perhaps higher quality.

Sounders:

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Seahawks:

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First things first, it’s important to mention that these breakdowns don’t add up to 100%. That means that we’re not looking at a breakdown of ALL followers, just of ones that have retweets on their timelines. Next, why do retweets matter? They’re a good indicator of how likely someone is to retweet (and therefore amplify) your own posts. If you have a user that retweets 75-100% of all posts they make, they’re much more likely to retweet you than someone who only retweets 1-5% of the time (ceteris paribus, natch).

So, all that being said, what the heck is this saying? It’s saying that 1.1% of all Sounders followers retweet at least 10% of the time, compared to .7% for the Seahawks followers. In short, a Sounders tweet is more likely to get tweeted by a higher percentage of their followers.

Total # of Tweets

More interesting numbers and more evidence that Sounders fans are more engaged!

Sounders:

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Seahawks:

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In this case, the Sounders’ average number of follower tweets is almost exactly 300 more than the Seahawks. Another way to look at this is that 25.64% of the Sounder’s followers have over 1k tweets (a milestone that indicates quite regular Twitter use). The same figure of the Seahawks is 22.2%. Again, this indicates a potentially more valuable followerbase on Twitter.

Wordclouds

Finally, these things speak for themselves. We’ll be looking at the most popular words to appear in follower bios for each team.

Sounders:

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Seahawks:

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First things first, Seattle sports fans are clearly romantics—look at all that love! Secondly, I will argue that this again provides evidence for the Sounder’s follower base being a bit more valuable. In this case, Soccer is the top word in the tag cloud, validating that followers are, indeed, soccer fans above all else. This is not the case for the Seahawks: football is #6 in their tag cloud, behind the tell-tale “follow” keyword of bot fame. Hell, Sounders fans even have Football ranked above follow!

Conclusion

These findings are not an indictment of Seahawks fans, or proof that Sounders fans are, without-a-doubt more engaged. Nevertheless, they do show contrast in the differences in the audience. While the Seahawks can afford to have less engaged followers given their giant audience, the Sounders rely on activating their base to fuel worldwide attendance records for a sport not well appreciated by much of the American audience.

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Who has had a more successful offseason, by the numbers – Seattle Seahawks Social Media or Santa Clara 49ers Social Media?

The Super Bowl has been over for months now, leaving fans to find solace in March Madness, hockey playoffs, or the NBA. For many, though, the NFL’s offseason is the “sport” of choice to fill their time. According to TV ratings, we would rather watch the NFL draft in which teams give job offers to new college grads than the NBA playoffs. Following our recent evaluation of the Social Media strategies of NFL’s hottest rivals, we now dig deeper to reveal the Social Media winner of the Seahawks’ and 49ers’ offseasons.

The recent twitter history of the two organizations, shown below courtesy of Topsy, shows a few interesting events. On most low-news days, the two teams have fairly similar tweet-traffic patterns. However, the Seahawks received a couple of large boosts with the (controversial) trade for Terellle Pryor and the record-breaking contract given to Richard Sherman. Both teams saw a bounce when the NFL schedule was announced, but the Seahawks received a double boost that day due to the announcement that star quarterback Russell Wilson had filed for divorce.

The NFL draft, the biggest offseason event, was clearly won by the 49ers tweets, however. The Seahawks draft strategy of trading back in the draft for more late-round (and thus less flashy) picks was met with a collective “meh” from the fanbase. Pete Carroll, arguably the most social-media savvy coach in the NFL, continued his #SeahawksDraftClues tradition this year and likely boosted the Seahawks twitter activity somewhat, but it doesn’t appear the draft results were that exciting. The 49ers, though, had a bevy of early round picks and seemed to ignite the twittersphere with their draft results. No twitter games were needed by Harbaugh and company to get the fanbase tweeting.

seahawks49erstopsy

The wordclouds (mined from Keyhole) for the two teams are shown below. Note that the NFL draft is still showing up as a top keyword for the 49ers more than a week later. Meanwhile, the Seahawks have no mention of the draft, but the Superbowl is still a strong association for them more than three months later. So which team is “winning” the social media offseason now?

sf49erswordcloud seahawkswordcloud

 

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Kate Spade and Michael Kors – Social Media Analytics

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As we head into the summer season the retail brands, Kate Spade and Michael Kors, offer a variety of products that span from clothing, to shoes, to handbags.  These companies are battling for space in our home and closets and are both investing in social media. In an effort to better understand their online presence I will share analytics from Topsy and Social Mention.

Kate Spade – Topsy & Social Mention

After looking at the monthly tweets between 4/13 – 5/13, Topsy shows 58K tweets.  There are spikes of 3.3K on April 19th for an Easter themed picture they tweeted and of 3.2K on April 17th for an announcement of a collaboration with GapKids.  However, it looks like the average number of tweets per day is 1.5K – 2K.  The Topsy sentiment score of 72 is in-line with the score on Social Mention, which shows a mix of primarily positive and neutral sentiment.  The fact that the sentiment score is higher for Kate Spade than Michael Kors, aligned with my expectations due to the broader lifestyle that Kate Spade tries to build through their social channels rather than just promoting products.

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Michael Kors – Topsy & Social Mention

After looking at the monthly tweets between 4/13 – 5/13, Topsy shows 194K tweets. There are spikes of 10K on May 1st and 9.5K May 5th which seem to be tied a tweet to win a Michael Kors wallet and the MetGala. However, it looks like the average number of tweets per day is 6K. Having a high volume of traffic does not equate to having high sentiment. While there is higher number of overall tweets the Topsy sentiment score of 64 is dramatically different than the 10 indicated on Social Mention.  The sentiment data on Social Mention provides more visibility to how the sentiment score is calculated.  Michael Kors might need to consider how to pull people from the neutral into the positive or reduce the number of negative in order to see their sentiment score increase. The high number of neutral sentiment could be due to the majority of Michael Kors social media content having a pure marketing/product focus.

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Craft Beer (Round #2)

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We previously did a high level comparison of these two fine craft beers.  It should be no surprise that since Fremont Brewing Company has been around since 2009 (4 years longer than Bale Breaker) that they would have a larger fan base.  Fremont has about 8000 more twitter followers and about 1000 more Facebook likes when compared with Bale Breaker.  Additionally, the number of Fremont’s average daily posts are almost double that of Bale Breaker.  However, when we look into the details of the data we see two interesting areas where Bale Breaker is achieving great success.

First:  Fan Page Engagement –  They may not post as much as Fremont, but when they do they receive very high marks from their fans in the form of likes, comments and posts.   Their fan engagement is substantially higher than that of Fremont from time to time.  Two of the three peaks in the last few weeks were posts of the craft beer industry as a whole.  This is a valuable and useful insight that Bale Breaker can use to further their brand and reputation.

FanEngagement

Second: Relative Share of Engagement – Bale Breaker may have less followers than Fremont, but the ones they do have appear to be more loyal.  Bale Breaker has a higher relative share of engagement than Fremont.  Much like the beer they brew, it is not the quantity, but rather the quality that counts.  Bale Breaker is attracting the followers that will help spread their brand into other networks.

RelativeShare

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THE RETURN OF DEERE VS. CAT – THE DEATHMATCH

As this is one of the last assignments for the class, I reached back to the beginning to compare social mentions for John Deere and Caterpillar.

The first tool I went to was Social Mention – I picked Social Mention because it was free and it is something we had used during our Passion for American Rail Project. 

Overall I think the results are pretty interesting.  One of the things I keyed into on Social mention was “Sentiment” (Positive mentions to Negative mentions in Social Media), with John Deere scoring 27:1 vs. 6:1 for Caterpillar despite the 11% strength of the topic and the higher reach.

A funny note? Those negatives are not about farm equipment but actually hungry caterpillars.  J But it might be important in this case you have a company whose name is also a word, it must be more difficult for the Caterpillar company to pull it’s messaging out when it’s such a common name for an animal.

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Over out on Klout – John Deere has 84 Klout and Caterpillar Inc (notice the Inc) actually has an impressive 86.  As comparison, Microsoft is 99, Google is 98 and Apple is 87, so the numbers can swing wildly based on brand.  It’s however a good indicator that both are about as equally engaged in social media.

With a lack of reliable freeware tools to track 3rd party sites, I turned to Keyhole.  Again, Deere is interesting here, producing 250k reach with about 400 unique users (across Twitter, Facebook and Instagram).  Caterpillar is again an interesting story… it’s tough to separate the company from the animal in this case.  I went with a search on “CaterpillarInc” as the “Caterpillar” search gave me 3M subscribers.  Still.  There was an IMPRESSIVE turn out for Caterpillar, at 1.3M Reaches with a less impressive 76 users.  But upon a deeper dive, the primary term associated with CaterpillarInc was a hashtag named #katherine that had to do with a shark tracking mechanism (I could find no other reference to this, except the one guy who was spamming it over and over).

Keyhole brings up an interesting problem.  Looking more through Cat’s (and Deere’s) hashtag mentions, and taking into account the info from Klout (where it shows that they are “essentially equal”) one can perhaps get a different view depending on what one wants to see and what one digs into.  It’d be easy here to go into the tools and pull out great stats for Caterpillar.  In the end, tracking this data ends up more art than science.

Oh and to close, #NoTestAndy

Please… think of the children!

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Social Analytics – T-Mobile vs AT&T

On Social Mention it looks like there isn’t a clear winner between T-Mobile (left) and AT&T (right). T-Mobile wins slightly with respect to sentiment, however AT&T is considered stronger and has more reach. This could be because they have more services, subscribers, etc.

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Topsy shows roughly the same trend. T-Mobile is somewhat even-strength with AT&T.

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#noTESTandy

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read all about why we should have #noTESTandy…

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Jaguar vs Land Rover

Tata Motors, an Indian company (and a spinoff of Tata) shot to fame in 2008 for launching the Nano, the world’s smallest car. They made even bigger headlines in 2009 when they acquired both Jaguar and Land Rover. Now five years later, how are their luxury brands doing when compared with one another. I looked at Twitter Activity for both JaguarUSA and LandRoverUSA using Keyhole, Klout and Topsy.

From Keyhole, first I looked at their Twitter activity. The team at @JaguarUSA is significantly more active than the team at @LandRoverUSA. In the last 5 days, Jaguar had 194 posts with a reach of 5.2M users and 11.8 M impressions compared to LandRovers 39 posts with a reach of 115K users and 118K impressions. The demographics of Jaguar followers is 81% male, versus 71% for LandRover. Jaguar activity also generated a word cloud which gives some insight into why Jaguar has such a commanding lead.

JagCloud

Jaguar is currently running an ad campaign called Good To Be Bad (which features the hashtags #GoodToBeBad, #VillianAcademy) featuring actors that play villain’s all driving Jaguars. Land Rover is currently running an ad campaign called “Driven to another Level” where they are not promoting hashtags for following the ad campaign, rather just linking back to the main Land Rover twitter account. Clearly, the Jaguar team is trying to create a conversation by their core demographics (men who want to be viewed as good bad guys) vs. Land Rover which is purposely NOT trying to create a conversation with their customers (see article at http://www.multivu.com/mnr/63233-land-rover-all-new-range-rover-sport). Interestingly, Land Rover is trying to use social media to replicate the experience of driving a Land Rover in a challenging situation (they are running a tv commercial called “To the Top” which features a Land Rover climbing a mountain. They have also created a game at http://racethesun.landroverusa.com/ called Race the Sun which allows users to simulate putting a Land Rover through its paces in several scenarios. Both Jaguar and LandRover have dedicated interactive digital media pages that function as aggregators of content at http://www.interactivejaguar.com/ and http://www.interactivelandrover.com/home/

JaguarUSA features a Klout score of 81, while LandRoverUSA comes in at 65, and again, Klout can find recent postings by the Jaguar Team, but none by the Land Rover Team.

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Topsy shows 19 posts by JaguarUSA in the last 13 days with a sentiment score of 50, and LandRoverUSA shows 14 posts over the last 13 days with a sentiment score of 55.
In conclusion, I believe Jaguar is generally showing more traction because they are running an ad campaign that targets their core demographic market (middle aged men) with a slightly naughty message and they are encouraging people to participate in their social media campaign. Conversely, Land Rover is running a campaign trying to promote getting people away from their computers and actually into their vehicles doing stuff outdoors, and as a result their social campaign shows little activity.

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Is the next big thing already here?

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Samsung’s advertising campaigns suggest that the next big thing is already here (their phone of course).  Jump past the break to see what the social media world thinks…

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Should Sound Transit take over for King County Metro?

 King County Metro operates a fleet of over 1400 buses and a water taxi route, for the greater seattle area.  Another local transportation providor, Sound Transit, provides transportation via Link Light Rail, Train, and buses (although they contract out the operations of buses to King County Metro, Pierce Transit, and Community Transit) across the greater seattle area, Tacoma, and Everette.  But who does a better job?  If we take a look at social media, Sound Transit does.

 You can see that the sentiment towards Sound Transit is much more positive and has a farther reach than King County Metro.  (SocialMention Results).

    King County Metro          Sound Transit

KC Metro  Sound Transit

 

It is interesting to note that King County Metro’s Twitter is not even mentioned as a source as they do have a twitter account…searching under the twitter profile name (KCMetrobus) actually reduces the positive ratio and reach, and is still not listed as a source of data.  My guess is because the twitter interaction with the customer is generally very low.

 

         King County Metro                            Sound Transit

KCM ST2

 

Recently with Propositin 1 to save King County Metro (and Roads) failing to pass, twitter has been more active about talking about King County Metro than normal.  Even with the increased buzz, King County has about as many tweets in the last 27 days as Sound Transit recieved in just 7.    King County Metro           Sound Transit

KCM3ST3

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Starbucks vs. Peet’s on Twitter

Let’s compare and contrast the success of the Twitter marketing efforts of Starbucks and Peet’s using a couple of popular social media analytics tools: Topsy and Klout.

According to Topsy, the @ mention volume of @starbucks is much higher, with 146k mentions over the past month, vs. 4.2k for @peets_tweets. Starbucks also have a higher sentiment score of 90, vs. 62 for Peet’s. It was difficult to find any negative tweets for Peet’s, however, so the difference may be due to idiosyncrasies of Topsy’s sentiment algorithm.

Peets Topsy results:

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Starbucks Topsy results:

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According to Klout, Starbucks and Peet’s have very similar influence scores, which is a good sign for Peet’s given its much lower volume of mentions on Twitter.

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Because the algorithms used by Topsy and Klout are a black box, it’s difficult to reconcile Peet’s relatively low sentiment score on Topsy with its relatively high influence score on Klout. As a marketer for Peet’s or Starbucks, the best strategy is probably to monitor & diagnose how these scores change over time vs. competitors rather than place too much stock in their absolute value at a single point in time.

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How do Porsche and Audi stack up?

Introduction

Porsche is an almost niche brand and has a near exclusive range that makes it hard to compare the car maker with other brands. I chose BMW the last time around in an attempt to compare two German brands. This time I’ll be comparing Porsche with Audi and the two brands only really compete in two narrow segments (Audi Q5 vs Porsche Macan and Audi R8 vs Porsche 911 4S: both comparisons from the price point perspective) as the offerings are usually geared towards different segments.

Context

Porsche is an exclusive brand that caters primarily to the 30-60 male demographic with an average income of $300,000. Porsche has an average per-car profit margin of €23,000 and has a long tradition as a premium car brand. Audi on the other hand, despite its long history does not have Porsche’s racing pedigree. Audi in comparison is less exclusive and caters to a wider range of demographics with cars that start off at $22,000. In contrast, the cheapest Porsche starts out at $52,000. Audi has an average profit margin of €1,500 per car sold. Both brands are owned by the Volkswagen Group.

Social Media Presence

As Porsches practically sell themselves, my expectation was that there would be more Audi related chatter but more interest (views) for Porsche, on social networks and that seems to mostly be the case as seen in the following measurements.

Keyhole.co

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Keyhole.co (Instagram, Facebook and Twitter) shows that Audi has more posts and users associated with its brand but Porsche’s reach dwarfs Audi here.

IceRocket

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Social Mention

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Conclusion

In sum, the numbers shown above support the hypothesis that even there is more noise/chatter around the Audi brand, the Porsche brand shows more strength/reach and the proof is in the pudding if you consider the profit margin per car for each brand.

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Hotels.com v Booking.com on Topsy

Topsy’s tools are principally focused on Tweet traffic and link density, which I think are a good indicator of social media presence for these two companies.  In summary, Hotels.com is active on social, but is being completely swamped by Booking.com.  I think the principal reasons for this are Booking.com’s broader reach (4x more links than Hotels.com), and the significantly larger marking budget that Booking.com brings to bear (as described in each companies respective SEC filings).

Hotels.com

521 tweets over the past 30 days, sentiment score of 53, moderate to strong retweet traffic (graph of tweeter traffic per day below)


captrue2

4,459 links and relinks to Hotels.com

8 photos

2 videos

4 influencers

Booking.com

266 tweets over the past 30 days, massive retweeting traffic (graph of tweeter traffic per day below)

Capture

17,512 links to Booking.com

4 photos

1 video

4 influencers

1 Comment

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Social Mention vs Topsy on Ameritrade vs Scottrade

Once again, Ameritrade and Scottrade are selected for my social media research. We looked at their social media channels and cultures in my last write-up. Let’s analyze their social media activities through Social Mention and Topsy. Apparently Social Mention gives you a more “general” view of social media activities while Topsy puts more emphasis on tweets monitoring, though they provide links, photos and videos social presence analyses as well.

Social Mention (1st left) and Topsy (2nd and 3rd left) for Ameritrade:

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Social Mention (1st left) and Topsy (2nd and 3rd left) for Scottrade:

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Topsy offers a rolling tweet report for the last 25 days while Social Mention shows MTBM (Mean time between mentioned). Unfortunately, these numbers are not directly comparable, due to:

  1. Social Mention rolls up mentions from various social channels, while Topsy shows only number of tweets.
  2. It is impossible to re-construct the actual “mention data” from MTBM alone.

Next, let’s see if the sentiment scores from Topsy and Social Mention can give us some useful information. Social Mention and Topsy are consistent to yield a conclusion that Ameritrade had more positive social presence reports than Scottrade. Topsy sentiment score goes from 0 (completely negative) to 100 (completely positive), and is at 50 to be neutral. Unfortunately, Topsy doesn’t provide further information on how this score is calculated. Social Mention provided tallies of positive, neutral and negative social “pulses”, and the ratio of positive to negative mentions. Does a high positive to negative ratio a good metric? Does a high ratio bring false sense of security to social marketers? Superficially one would conclude that Ameritrade is doing much better on social channels. How can we know the “strength” of these negative comments by comprehending this data? Here’s my recommendation: Add a trend of sentiment score over a period of time, for example, last 24 hours. The rationale is that a powerful negative comment is highly contagious in social world, therefore, social marketers should be able to infer what is going on by looking at sentiment trend.

 

 

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Five Guys vs In N Out

I used both Icerocket and Social Mention to compare two of America’s favorite burger joints: Five Guys and In-N-Out. 

Five Guys appear to have a higher sentiment at 7:1 versus In-N-Out’s 5:1, this is the number of positive mentions versus negative mentions. However, In-N-Out seems to have a higher strength score (phrase mention rate), a higher passion score (repeated mentions by the same user) and a higher reach score (range of influence). 

On Twitter, In-N-Out wipes the floor with Five Guys, 594 posts/hr  versus 81 posts/hr. This is despite the fact that In-N-Out only has 280 locations whereas Five Guys has over 1000 locations. There certainly is a lot more fanfare with In-N-Out than Five Guys, which can be told from the blog posts charts down below as well.

Five Guys

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IN-N-Out

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Nike and Adidas

I researched Nike and Adidas social media footprint and mentioning on the internet and social media.

To do this i chose two of the more google like media tracking tools ice rocket and social mention.

For Adidas vs Nike the following results were found:

icerocket(Adidas): posts per day(634.17), Average% (.0059), total post(19,025)

adidasicerocket

 

 

 

 

 

icerocket(Nike): posts per day(1208.20), Average%(.1066),total points(36,246)

nikeicerocket

 

 

 

 

 

For social mention we see adidas socially mentions as follows:

adidassocialmention

 

 

 

 

 

 

 

For Nike we see under social mention as follows:

nikesocialmention

 

 

 

 

 

 

 

Reviewing these analytics we see some obvious trends that are good for Nike. First off the 2 to 1 ratio of mentioning of Nike vs Adidas is telling.

But in turns of social mention top users such as neal day use equally their mentions of both brands, both are heavily matched for photobucket sourceing, and top hashtags, Wherease Nike again has a slight edge on the keyword useage in the results.

What becomes more striking is the sentiment rating of 23:1 vs 10:1, its strength rating of 58% over 45%, and its 40% reach over 29% reach  for nike over adidas,

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Title: China Mulls Construction of a High Speed Train to the U.S.

Would you support this cause?  Would you be willing to ride a train going 220mph from China to the US?  It would take 2 days.  Check out the article.

http://www.slate.com/blogs/the_slatest/2014/05/10/china_mulls_construction_of_a_high_speed_train_to_the_u_s.html

 

#teambraun

#http://www.americantrains.co/

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Ford and Honda

I researched Ford Motor Company and Honda Automobile to compare and contrast the two company’s social media activity.

Each company has a unique history and heritage that defines each company; therefore, both companies have loyal and influential people to leverage when it comes to marketing their products.

I used IceRocket and Social Mention to gather data.

IceRocket is a free online tool that has a focus on brand monitoring.  The tool taps the Web, blogs, Twitter, and Facebook, and delivers easy-to-read results in one page.

Social Mention is a free online tool that aggregates user-generated content from Twitter, Facebook, FriendFeed, YouTube, Digg, Google, etc. into a single stream.

The summary can be seen here.  In general, Honda has more activity via posts than Ford.  Also, both companies have similar sentiment ratings where the companies are seen mostly as positive to neutral (e.g. positive / neutral / negative).

Ford

FoMoCo IceRocket

FoMoCo SocialMention

 

Honda

Honda IceRocket

Honda SocialMention

 

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GSSL Board Director Friendly Game

Today GSSL board directors had a friendly game at Woodinville Indoor Sports facility. I am a young guy among the board directors, and i played with other 3 relatively young guys; the other side had 5 players. It’s a 4 v 5 game, and our chairperson was the ref.

I did not count how many goals I scored and assists I provided. It’s really fun, and I am impressed that my colleagues still kept a good shape on the field—most of them are at least 10 years older than I.

Hopefully I will post some picture later.

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Helping #Seattle #Homeless through #Art

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via Helping #Seattle #Homeless through #Art.

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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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Are you ready for some football?

Are you ready for some football?

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by | May 9, 2014 · 10:07 pm