Social Media Industry Report Running Shoes - Replise Content Finder
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Social Media Industry Report Running Shoes - Replise Content Finder

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Content Finder

Content Finder is a qualitative and quantitative study to identify target group relevant brand communication content.

The report collects the local content to fit into your social media strategy in any market, by providing a differentiated image of the composition of your target audience’s preferences. Identify the issues that users care about and the social media channels best suited to your brand. List the potential advocates or brand ambassadors.

By downloading the study of the Content Finder report you receive information to different topics related to running shoes, running shoe brands and running in general. The report explores why users choose running as a hobby, how they perceive the different shoe features of the observed brands and how different brands presents in the discourse about running shoes.

About Replise

The Social Intelligence Company Founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in more than 40 languages and operates offices in Germany, UK, Poland and Hungary. Focusing on social research using proven market research methodologies, Replise has established partnerships with classic market research firms. Replise’s services are based on the combination of a unique high-end social analytics platform and a team of qualified analysts with years of market expertise. We can provide access to historical as well as real time data from blogs, forums, news portals, video platforms and social networks like Twitter and Facebook. Replise products and services are used by well-known brands and many marketing and PR agencies across Europe.

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Social Media Industry Report Running Shoes - Replise Content Finder Social Media Industry Report Running Shoes - Replise Content Finder Presentation Transcript

  • SOCIAL MEDIA INDUSTRY REPORT RUNNING SHOES
  • CONTENTCHAPTER 1 RUNNERS INSIGHTS
  • OVERVIEW & OBJECTIVES This report is based on German data gahthered by Replise Social Media Monitoring Technology. Objectives The report aims to give insights into different topics related to running shoes, running schoe brands and running in general. Therefore it targets to answer the following questions: What is the level of presence for different brands in the discourse about running shoes How do users perceive different features of the analyzed shoe brands? Why do users choose running as a hobby or means of excercise and how they feel after it? What insights do Social Media data offer on training behaviour? By analysing the mentions in Web 2.0 we can achieve a deeper understanding of attitudes, opinions and user behaviour regarding running. 3
  • SECTION 1.1 MOTIVATIONS 4
  • MOTIVATIONS I. What makes you run? Analysis of Social Media mentions showed 4 main reasons for users to go running. Based on this insight we extracted a sample of 12.266 posts containing general, non-brand related, mentions. Utilizing keyword filtering for common expressions in the respective motivation cluster, the sample could be segmented to show the proportion of the main motivators. Weight loss With almost two thirds of the mentions weight loss is by far the most often mentioned motivator. Users exchange experiences and advice on specialized diet forums and report about their diet progress and their training routines. Typical posts would be: “How much weight can I loose with jogging” “I think if you really wanna’ loose weight, only endurance training will help, that is jogging.” “I’m 12 and too small, a little fat – Is 15 minutes jogging per day and good nutrition enough to loose 10 kg?” Competition Nearly 6% go running focused specifically on competitive events. Often the event serves as a motivator to stick with the training routine and not about breaking one’s personal record. “Marathon preparation during winter – never again!” “As I (have to) train for a half marathon, I’d like to join a training group” “If the snow stays too long, I won’t be in shape until March 10th Marathon), then I’ll have a private run sometime later…” 5 weight loss 63% competition 6% 26% 5% Running - Motivations 0% 20% 40% 60% 80% 100% weight loss competition Channel Distribution Facebook Forum News Blog Twitter Video
  • MOTIVATIONS II. What makes you run? Health Approximately 5% of the users mention health as main motivator for running. Most often discussions go on about cardiovascular concerns, blood pressure and obesity. “I’m on Motoprolol for 3 days now, ‘cause my blood pressure was too high. Yesterday. I didn’t feel well, beaten off, cold hands and feet, but after one hour jogging I felt fine apart from that awful taste in my mouth.” “Jogging is very good to stabilize your cardiovascular functions!” “Despite the weather I try to go jogging. Should I consult the physician again because of irregular heart beat?” Channel Type distribution Strikingly, competition related discussions often occur on Facebook. One reason is the competition organizers, as well as training groups or coaches use this platform for PR purposes. Another reason is, that users like to talk about their performance and abilities „in front of” their friends. On the other hand, users prefer the relative anonymity of forums to discuss their weight problems. This is the place where they seek comfort and motivation from like-minded peers. 6 63% 6% relaxation 26% health 5% Running - Motivations 0% 20% 40% 60% 80% 100% relaxation health Channel Distribution Facebook Forum News Blog Twitter Video
  • SECTION 1.2 EMOTIONS 7
  • EMOTIONS Emotions Happiness is the dominant emotion, that users express after running. Running makes them happy. They claim that being in nature improves their mood in general. At the same time, pain is another important topic runners talk about. Numerous runners report aches after or during running exercises. Most mentions in this context arise about the muscosceletal system’s issues: Knee, joints, feet, muscle griefs are mentioned, as well as head or heart aches. Pride is another aspect often mentioned in relation to running. Users are proud of being able to persue themselves to run regularely, to lose weigth and of their progress in running faster or longer distances than before. 11% state, that they feel more refreshed and relaxed after running. An overall feeling of contentment with their own level of fitness is generally expressed. Merely 9% of all analyzed mentions refer to a feeling of being exhausted or depleted. However, the act of exhousting themselves is not necessarily negatively annotated, as there is often a link to being proud and/or feeling relaxed. Die Grafik zeigt die Anzahl der Erwähnungen zu den jeweiligen Themen für die einzelnen Kanaltypen. Deutlich erkennbar z.B. ist der Peak für Schmerzen in Foren, oder für das Thema Glück in Blogs. (English?) 8 pain exhausted happy relaxed proud 0 200 400 600 800 1000 1200 1400 1600 Emotions 0-200 200-400 400-600 600-800
  • CONTENTCHAPTER 2 OFFLINE BEHAVIOUR SHARED ONLINE
  • SECTION 2.1 APPS 10
  • APPS Apps which track distance, pace, time and/or calories burned are getting more and more popular among the social media users. The apps are usually installed on mobile devices and can be connected to the social media platforms (mainly twitter and facebook) on which users can share their running experience and data with the ”social media community”. This kind of sharing belongs to the trend of „quantified self”, users reveal informations about their biorythm with the public. Through aggregation of this database interesting conclusions can be drawn. Most popular Apps were: • Runtastic • Nike+ • Runkeeper • Endomondo • Mapmyrun The analysis of Social Media Data clearly shows Runtastic being the most succsessful running app. All apps beside Runtastic were less frequentlymentioned. The channel distribution shows the main channels targeted per app. Nike+ and Runtastic were mentioned mainly on twitter, while Mapmyrun was discussed on facebook. Runkeeper and Endomondo were almost equally mentioned on Twitter an Facebook. The app Endomondo appeared mainly on forums posts. Due to the users’ unsolicited self monitrong, a statistic analysis of their behavior became possible. Runkeeper 0,29% Endomondo 1,21% Nike+ 20,57% Runtastic 77,75% Mapmyrun 0,19% Share of Voice 11 0% 20% 40% 60% 80% 100% Runkeeper Endomondo Nike+ Runtastic Mapmyrun Channel Distribution Facebook Forum News Blog Twitter Video
  • SECTION 2.2 RUNNER BEHAVIOUR 12
  • RUNNER BEHAVIOUR The analysis is based on data gatered from twitter in the period between 01.09.2012-13.09.2013. The collected mentions reflected the behaviour of german users sharing their data through Nike+ or Runtastic. The database was purged from posts concerning really short distances, to avoid analysing mentions derived from the missuse of apps. Especially in case of Runtastic strong spikes, based on irrelevant jokes had been removed. Since paces under 4km/h are not typical for general distances, mentions speaking of this speed stayed unconsidered as well. Data reflecting on Nike+ and Runtastic was displayed in segregation, since there were interesting differences to point at. The most beautiful time to run Evening hours between 17 – 21 were the most popular times to run. Although there was a significant group of users, who preferred running in the morning hours between 7-9 am. These users ran faster but have chosen much shorter distances. When do they run? 0 100 200 300 400 500 Number of runs - time periods Nike+ 0 100 200 300 400 500 600 Runtastic 18,91% 18,38% 12,85% 13,97% 14,47% 14,56% 13,41% 13,55% 14,08% 13,72% 12,87% 11,70% 13,41% 14,14% Nike+ Runtastic Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag Frequently on sundays… The proportion of app related mentions were quite balanced. There was no significant difference between workdays neither between the distribution of the two observed apps. The favoured day for running was Sunday, while Friday was relatively unpopular. In case of Nike+ mentions users were active on weekdays: Tuesday and Thursday as well. This distribution suggests a training rythm with several days off. This ”model” is appearing in Runtastic related posts as well. 13
  • RUNNER BEHAVIOUR Distances Users running with Nike+ app generally ran 8,47 kilometers. Since most runs were between 5-7 kilometers in distance (same as in case of Runtastic) it is likely that mainly beginners or „health- conscious” users applied this app. These users were about to improve their activity through running 30-40 minutes. Besides this group a significant part of the users (sharing with Nike+) is running up to 10-11 kilometers, which hints ”advanced” runners. The slight rise in case of 21-22 kilometer runs shows the amount of users preparing for the half-marathon. Although the proportion of users sharing 42-43 kilometer distances is very few in numbers, it points out an interesting possibility. It is likely that professionals and serious runners preparing for the marathon are not using such apps. The use of apps is more related to hobby runners and beginners, who need support and control. These groups of runners choose distances form 5 to10 kilometers and run in avarage 1 hour. 0 100 200 300 400 500 600 700 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Route Length Runtastic 0 50 100 150 200 250 300 350 400 450 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Route Length Nike+ 14
  • RUNNER BEHAVIOUR In a virtual race of Nike+ Users vs Runtastic users, the Nike+ users are winning with an average speed of 9,96 km/h. However the Runtastic users are not far behind with 9,60 km/h. In a 10K-race Nike Runners would finish 360m ahead of Team Runtastic. Summary This playful example shows, how the willingness and rising tendency to share one’s own data via social media, creates the possibility of gaining a broad variety of insights into users’ behavioural patterns. Runtastic Vs. Nike+ 0,00% 2,00% 4,00% 6,00% 8,00% 10,00% 12,00% 14,00% 1 1,5 2 2,5 3 3,5 4 4,5 5 5,5 6 6,5 7 7,5 8 8,5 9 9,5 10 10,5 11 11,5 12 12,5 13 13,5 14 14,5 15 15,5 16 16,5 17 17,5 18 18,5 19 19,5 20 20,5 21 Runtastic Nike+ Proportion of runs depending on speed (km/h) 15
  • CONTENTCHAPTER 3 OVERVIEW
  • OVERVIEW I. In the perious between 10.01.2012- 09.30.2013 3309 running shoe related mentions were found referring to Adidas, Asics, Brooks, Nike, New Balance, Mizuno, Puma and Reebok. The most mentioned brands were Nike and Adidas while Mizuno had the least share of voice. Channel distribution of the brands reflects that most of the mentions appeared on news channels, forums and blogs. News channels mostly provided information on brand related corporate news or on new products. On forums, facebook and blogs users conversed on experiences and preferences. They also actively sought information and support from other users. Video channels and twitter provided just a few relevant information, since the users mainly were talking about simple walking shoes or shoes used for other sports. 17 20,3% 20,7% 22,6% 17,3% 4,7% 14,3% Channel Distribution facebook forum news blog twitter video 7% 37% 28% 3% 2% 3% 7% Brand Distribution Puma Nike Adidas New Balance Mizuno Reebok Brooks
  • OVERVIEW II. Out of more than 1000 processed brand related mentions 655 gave insighful and interesting information about running shoes and running as a sport itself. Observing the running shoe discourse the following topics emerged: • Comfort: How suitable are the shoes, how does the shape or size fit, are they flexible enough? • Running sensation: What and how do users feel while running in the shoes? • Cushioning: Does the shoe provide a proper soft landing or it causes pain in feet/ ankles/knees? • Pronation: Do the shoes provide adequate support to the runner’s feet, is stabilization appropriate? This topic occured frequently in relation to natural running. • Drop: How is height difference between the heel and forefoot evaluated. Again, commonly discussed in context of 'natural running'. • Sole: How satisfied is the runner with the sole thickness, material or felxibility of the shoe? • Design: Is the user satisfied with the colour, style or shape of the shoe? • Weight: Are the shoes light enough or too heavy? • Breathability: Does the shoe bare effective ventilalation capabilites? Water resistance: Is the shoe water resistant or watertight? • Material: Shoes feature various materials on their different parts. Question is: Are the materials durable and comfortable at the same time? Seasonality It is a fact that especially in spring time the number of running related mentions increase. During sommer and autumn the topic is still popular. 18 26% 18% 7%5% 5% 19% 16% 1% 1% 2% Topic - Distribution comfort running feel design weight cushioning sole pronation water resistance breathability material 0 50 100 150 200 250 300 350 400 450 2012. Oct 2012. Nov 2012. Dez 2013. Jan 2013. Feb 2013. Mar 2013. Apr 2013. May 2013. Jun 2013. Jul 2013. Aug 2013. Sep Running Shoe Mentions
  • CONTENTCHAPTER 4 ADIDAS
  • ADIDAS 16% 2% 58% 20% 4% Channel Distribution facebook twitter blog forum video nachrichten Channel Distribution 234 out of 300 processed Adidas related mentions provided relevant information on the users’ preferences and opinions. Leading platforms of discussion were blogs, however forums and facebook were popular among users as well. Since news channels rather gave information on advertisments and corporate news they didn’t prove to be an interesting source of data regarding user profils. Topic Distribution Most mentioned characteristic of Adias running shoes was its sole. Apart from this comfort an pronation was a frequent topic as well. Design, cushioning and weight appeared in less in conversation. Finally material, breathability and water resistance were the least popular topics in Adidas related conversations. Sentiment Main topics like sole, comfort and pronation were predominantly discussed in a positive manner. The relative high proportion of neutral mentions related to comfort stands for the high nuber of questions asked about running shoes. Users who are not convinced yet of shoe-quality or simply don’t specially care about the brand. To find out more about sentiment of other topics see the next slides. Topics- Sentiment 20 22% 10% 5% 4%5% 28% 22% 1%1%2% Topic Distribution comfort running feel design weight cushioning sole pronation water resistance breathability material 63% 72% 64% 78% 73% 68% 90% 67% 100% 80% 24% 20% 9% 9% 2% 8% 20% 14% 8% 27% 22% 18% 30% 2% 33% 0% 20% 40% 60% 80% 100% comfort running feel design weight cushioning sole pronation water resistance breathability material TopicsSentiment positive neutral negative
  • CONTENT COMFORT RUNNING SENSATION DESIGN WEIGHT CUSHIONING SOLE PRONATION MATERIAL ADIDAS
  • SOLE Overview 28% of the Adidas related buzz represents the ”sole” topic. This means users were talking about thickness, heel- toe drop and springs of the shoes. Experiences and opinions were shared to find answer on which modells fit the best one’s personal needs. Sentiment Most users discussed the topic with positive sentiment, just a 30% revealed negative feelings, while 2% remained neutral. Since a large proportion of mentions dealth with the topic of Natural Running useres were speaking about the characterisitcs a shoe needs to possess in order to support this kind of sport, hence two models of Adidas were predominatly menitoned, the Adidas Adipure and the Adiadas Mega Bounce types. Natural running emphasizes on the importance of natural feet posture. It states that shoes with a thin sole and low drop are the healthier for runners. The Adidas Adipure model was often discussed in positive mentions, since it is a minimalistic shoe type such as Adipure Gazelle. Negativ mentions came from natural runners sharing thoughts about shoes with a too thick sole. They don’t want to run on „pillows”. With this regards the Mega Bounce modell was often named. „…Die Wahl der Schuhe zum Laufen ist ebenso wichtig, daher alle minimal Schuhe, Nike Free, Five Fingers, Adidas. …” „…Versuche mit leicht gebeugten Knien auf dem Ballen / Vorfuß oder Mittelfuß zu laufen, die Ferse sollte allerdings nicht den Boden berühren. Beim Aufsetzen des Fußes, darf die Ferse nicht höher als 1 cm vom Boden entfernt sein. …” „…Die ganze Polsterung mildert die Aufprallkräfte beim Bodenkontakt nicht, auch wenn Namen wie Adidas Mega Bounce usw., die nach bequemen Kissen klingen, uns das weismachen wollen….” 22 68% 2% 30% 0% 20% 40% 60% 80% positive neutral negative Sentiment
  • COMFORT Overview „Comfort” was – so as sole - a very popular topic, 22% of the posts have mentioned it. Users speaking about ”comfort” mostly revealed their attitude toward other characteristics as well. It is more senseble to divide users into 3 groups. One group of users mentioned only the comfort feeling, the other revealed general opinions like „I love my new adiadas bounce”, yet the third group gave detailled information on what and why they like/dislikes about the comfort feeling. Sentiment A major part of the mentions has been associated with positive sentiments. Just 14% of the users expressed negative feelings. The proportion of neutral posts can mostly be interpreted as user questions, requests of information. „Ich habe mir vor kurzem diese adidas boost Schuhe gekauft & muss sagen dass sie jeden Cent Wert sind. Genial, kann ich jedem nur Raten.” „…schau einfach generell bei adidas vorbei.. die laufschuhe sind top ! & wenn nicht da dann bei Asics …” „…Der Schuh sollte gut dämpfen, da ich meist auf steinigem Boden, Ashpahlt laufe teilw. vlt auch Waldboden. Kennt ihr gute Sportanbierter/Marken? Ich trage gerne Adidas, habe aber öfter auch schon gehört, das asics richtig gut sein soll?...” 23 63% 24% 14% positive neutral negative 0% 20% 40% 60% 80% Sentiment
  • PRONATION Overview Besides ”comfort” 22% of the adidas related discourse included ”pronation” as well. „Pronation” as a topic accumulated several subtopics such as shoe stability or support of feet. Users’ satisfaction often depended on the chosen model thus natural runners felt happy with Adipure shoes but were unsatisfied with Mega Bounce models and vice versa. Sentiment As the diagram shows, most users mentioned Adidas’ pronation properties with a positive sentiment. Similar to discourses regarding sole, the high number of natural runners and their satisfaction with the minimalist type of shoes generated the presence of this positive attitude. The spectacularly smaller proportion of neutral and negative mentions mostly reflect unsatisfaction with pillow like Mega Bounce shoes. Most of the users do not share certain opinion about pronation but only insinuate it. The discourse consists of suggestions, questions and answers about the topic. „…Beim Vorfußlaufen wird der vertikale Aufprallschock effizienter in Bewegungsenergie umgewandelt … Über die Pronation des Fußes, die muskuläre Arbeit des Fußgewölbes, seiner Bänder und Sehnen, die Achillessehne und die Wadenmuskulatur wird die Aufprallenergie abgepuffert…Wahl der Schuhe zum Laufen ist ebenso wichtig, daher alle minimal Schuhe, Nike Free, Five Fingers, Adidas. …” 24 90% 8% 2% 0% 20% 40% 60% 80% 100% positive neutral negative Sentiment
  • RUNNING SENSATION Overview 10% of mentions discussed the „running sensation”. As in case of ”comfort”, ”running sensation” is a collecting term here. It refers to the overall sensation while running, which of course may depend on external circumstances such as the lenght or quality (asphalt/ trail) of the track and weather conditions. Furthermore running sensation is strongly related to basic shoe characteristics such as sole quality, pronation, cushioning, weight, all these factors affect one’s ”running sensation”. Sentiment Due to pronation ”running sensation” as well has induced positive sentiments among users. The amount of neutral mentions shows the part of uncertain or doubtful users. Users like running in Adidas because they are satisfied with the combination of different shoe characteristics, which then enable them to run easier or faster. 8% of the mentions had a negative sentiment, which means only a few of the users experienced problems or unpleasent ”running sensation”. („…The Fila shoes were very comfortable and first of all it was easier to run with them, than with my Aidas Otdoor shoes….”) „…Ich muss sagen, es war sehr angenehm mit den Boost Schuhen, denn sie haben wirklich einen Pusch Effekt und das rennen kommt einem leichter vor als es ist….” „…Zurzeit laufe ich mit einem Adidas Stabilitätsschuh. Für einen Hobbyläufer ,bis 5km zur Zeit, reicht mir das aus. Aber mit einer schlechten Haltung beim Laufen kann man mit dem Schuh auch viel verkehrt machen. …” „…Ich hatte mal einen Schuh von Adidas wo ich bis zu 10 km problemlos laufen konnte und dann wurde der Schuh eigenartiger weise für mich zu weich und ich knickte nach innen weg. …” 25 72% 20% 8% positive neutral negative 0% 20% 40% 60% 80% Sentiment
  • DESIGN, CHUSIONING, WEIGHT Weight 4% of the mentions discussed ”weight”. Users mostly preferred the light models of Adidas. Sentiment Major part of the users seemed to be satisfied with the weight of their Adidas shoes, only a few of them (22%) mentioned this topic with negative sentiment. Users often mentioned in relation to this topic the ”running sensation” they’ve experienced due to light or heavy weight of their shoes. As for a complaint Adidas shoes were often described heavier then other brands’ models. Design 5% of Adidas related mentions discussed the ”design” of the shoes. Sentiment Although majority of the users had a positive opinion on the Adidas ”design”, 27% had expressed negative sentiments about this topic. The mentioned positive characteristic were for example the light-reflecting function of the surface of the shoes. The variety of the available colours were mostly perceived positively however some users were not satisfied with this or had further questions related to this topic. Cushioning 5% of the users discussed this topic („Cushioning”). Sentiment ”Cushioning” was mentioned in 70% of the posts. User experienses and opinions turned out to be mostly positive. Posts dealth with shock absorption in general and shock absorption around the heel area when touching ground. Few of the users complained about the cushioning (one user recognized his shoe was not cushy enough for the entire distance), otherwise most of the mentions were positive (73%) or neutral (9%) „…I’ve had once an Adidas shoe, in which I ran up to 10 km without problems, but after that the shoe always got too soft for me…” 26 64% 9% 27% 0% 20% 40% 60% 80% positive neutral negative Design 73% 9% 18% 0% 20% 40% 60% 80% positive neutral negative Cushioning 78% 22% 0% 20% 40% 60% 80% 100% positive negative Weight Negative Neutral Positive Negative Neutral Positive Negative Positive
  • MATERIAL, BREATHABILITY, WATER RESISTANCE Such topics as material, ventillation and water resistance were the less frequently mentioned hence there is no point in adding a sentiment – graph to them. Main causes for so few mentions are: • First possible explanation is that users have no problems with these characteristics so they see no point in talking about them. • Second possible cause may be that the above mentioned characteristics don’t play an important role in the users’ purchasing decision. • Third reason could be that topics such as Adidas’ material, breathability and water resistance are not interesting enough to catch the users’ attantion Sentiment Most of the posts related to the above mentioned topics had a positive sentiment. To material both Positive (satisfaction) and neutral (questions, uncertainity) user feelings were associated, yet for breathability just the positive one. In case of water resistance 33% of the users expressed negativity, although the major part of the mentions had a positive sentiment assotiated with the. Interesting is that in relation to this topic the Adidas Boost was more often mentione in a positive way then other models. 27 „…Daher ist die Materie auch keine einheitliche Masse, sondern besteht aus 2.500 Kügelchen aus expandiertes thermoplastisches Polyurethan (E-TPU) statt dem herkömlichen EVA. Also: Energie wird dem Läufer zurück gegeben, es garantiert eine klasse Dämpfung und es ist formstabiler als sonstige andere Materialien. „..Mit den adidas CC Ride Laufschuhen läufst du auch bei deinem langen wöchentlichen Lauf garantiert nicht "gegen die Wand". Sie kühlen dank strategischer CLIMACOOL Belüftung deine Füße an heißen Tagen, an denen die Hitze dich fast schon vom Laufen abhält. Die Kombination von adiPRENE im Fersenbereich und adiPRENE+ im …” „..Huhu Ich bin auch noch ganz neu hier Ich seh schon, die Hundebesitzer werden immer mehr Ich hab noch ne Frage zu den Schuhen. Ich hab ein paar Asics und noch ein paar wasserfeste von Adidas….”
  • METHODOLOGY The replise analysis is based on social media mentions found in the period between 10.01.2012-09.30.2013. Employing different keyword-filters, social media mentions were collected to reflect 3 main topics. 1.) Motivation and Emotions 123.334 mentions generally related to running (without defeating? brandrelations) could be segmented by the choosen key words, to show the share of volume of different running motivation and the post-run feelings. 2.) Runners Behaviour 5000 tweets generated by Nike+ and Runtastic App served as a base for the runners’ behaviour analysis. After cleansing the data set, running distances (km) and speed information were extracted and harmonized for comparison. Meta-data of the tweets‘ time stamps delivered information for the time of day and day of week distribution. 3.) Running Shoes and Brands First step was to capture all mentions on social media channels related to topics as running shoes, jogging shoes and other special terms referring to running (marathon preparation, propulsion, training etc.). The gathered data was further filtered, to reveal mentions related to Adidas, Nike, Asics, Puma, Mizuno, New Balance, Brooks, Reebok This method provided 3309 mentions in the observed time span. Content analysis: To get a proper content analysis, 200 topic related relevant mentions were chosen randomly and were thematically coded for each brand. The coding process also enabled us to perform a sentiment analysis on the mentions. The analysis of the mentions provided insights about motivation and effects of running which led to creation of new queries which provided a base to further collect the data used for the study of „1.) Motivations and Emotions”
  • About Replise At Replise, we believe in social media. We draw business insights from social media using proven market research methodologies. We help our customers get the cutting edge intelligence they need to create their strategies and define their tactics. Replise was started in 2008, just a year after Twitter was launched, by a bunch of serial entrepreneurs who believed they could bridge the gap between technology and business. We focus on what we are best at: analysing social media and giving insights; so our customers can focus on what they are best at: their core business. The expertise of our research team, the flexibility of our social analytics platform and the breadth and depth of our data empower our customers. They can develop better products because we help them understand the needs and wants of their target audiences. They can keep ahead of their competitors and keep up with their industry’s cutting edge because we help them see what’s in the big picture and what is not. This is why we work with brands like Nike, Samsung and Nestle, and many communication agencies across Europe.