Back to School: How The Major Retailers Fared on Social Media

MindMeld- Back To School
#ListenSmarter
August 2014

Headline Here
Sub-headline, date, event or other details can go here
Topics on the Table
1. Study Overview
2. Retailer Breakdown
3. Product Breakdown
4. MutualMind Command Center
All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 2

Back to School
Study
Overview

Study Overview
Executive Summary
• The
date
range
of
this
study
is
August
1st
through
August
25th.
During
that
7me
there
were
a
total
of
32,822
men)ons
of
one
of
the
retailers
and
the
phrase
“back
to
school”.
• The
majority
of
the
conversa7ons
had
a
posi7ve
sen7ment.
Marketers
can
take
advantage
of
the
excitement
of
Back
to
School
shopping
to
boost
sales
and
profits.
• Moms
of
elementary
school
children
most
oHen
disclosed
the
grade
her
kids
were
going
into.
These
were
found
most
regularly
in
blogs.
• TwiIer
made
up
the
majority
of
content.
Because
of
TwiIer’s
quick
and
easy
nature,
many
users
may
choose
to
make
posts
while
out
and
about
from
their
mobile
devices.
This
is
oHen
the
Real-‐
Time
posts
that
are
happening
NOW.

Study Overview
Executive Summary
• Students
created
videos
and
uploaded
to
YouTube
to
show
off
the
purchases
they
made.
You
no
longer
have
to
wait
for
the
first
week
of
school
to
show
off
all
of
your
new
ouTits,
and
you
have
the
poten7al
of
sharing
with
a
much
larger
number
of
people.
Youth
today
play
an
incredible
role
as
online
influencers
for
their
favorite
brands.
• Target
is
winning
the
social
sphere
for
Back
to
School
by
crea7ng
discussion-‐worthy
shopping
experiences
and
content.
Amazon,
while
arguably
an
even
beIer
experience
for
a
7me-‐starved
mom
isn’t
geWng
NEAR
the
passion
and
fervor.
• Back
to
School
excitement
isn’t
about
the
stuff
on
the
school
supply
list
–
that’s
“have
to
have,”
and
doesn’t
ignite
emo7on.
Apparel
is
where
retailers
should
focus
their
growth
efforts,
as
customers
are
more
willing
to
discuss
(and
poten7ally
buy)
these
wares.

Study Overview
• Back
to
school
oHen
has
a
bit
of
nostalgia
associated
with
it.
Adults
(and
some
older
students)
remember
shopping
for
crayons
and
new
spirals
fondly.
Before
embarking
on
a
new
school
year,
students,
parents
and
teachers
hit
the
sales
for
school
supplies
and
new
aWre.
Marketers
have
taken
this
opportunity
to
capitalize
on
consumers
who
will
be
shopping
during
this
7me.
• This
year,
MutualMind
decided
to
do
a
study
to
determine
the
who,
what
and
where
of
back
to
school
shopping.
Using
keyword
based
listening
and
manual
tagging
of
content,
we
were
able
to
understand
who’s
talking
about
back
to
school
shopping,
what
they’re
talking
about
purchasing
and
where
they’re
going.
• To
achieve
our
social
listening
objec7ves,
we
setup
advanced
keywords
that
would
collect
any
men7on
across
all
the
major
social
networking
and
news
sites
that
men7oned
“Back
to
School”
AND
one
of
the
following
retailers:
• Walmart
• Target
• Kohl’s
• JC
Penney
• Kmart
• Amazon
Introduction and Scope

Study Overview
Study Design
• For
each
retailer,
we
set
up
a
keyword
with
several
varia7ons
of
their
name
based
on
previous
research
on
how
people
refer
to
the
brand.
For
example,
we
would
include
hashtags,
TwiIer
handles
and
common
spellings-‐
• (walmart
OR
#walmart
OR
@walmart
OR
“wal-‐mart”
OR
“wal
mart”)
• Further,
we
would
make
each
keyword
more
advanced
by
using
an
“and”
Boolean
search
clause.
This
will
ensure
that
the
only
data
collected
included
men7ons
of
“back
to
school”
or
its
common
variants
as
well
as
one
of
the
aforemen7oned
retailers-‐
• (“back
to
school”
OR
backtoschool
OR
#backtoschool)
• While
this
setup
has
the
poten7al
of
missing
some
relevant
posts,
the
design
was
to
aid
in
collec7ng
less
but
highly
relevant
content.
• Once
content
was
collected,
we
studied
each
post
and
tagged
it
with
an
appropriate
tag.
Custom
tags
were
created
to
organize
content
by
the
grade
the
student
was
going
into
(or
teacher
taught),
and
whether
the
author
of
the
post
was
a
mom,
dad,
student
or
teacher.
Posts
were
only
tagged
if
the
content
of
the
post/bio
made
it
possible
to
tag
with
accuracy.

Study Overview
Keywords
Setup
Custom
Content
Tags

Study Overview
36,000 Foot View
Below
you’ll
see
the
high
level
insights
of
the
en7re
campaign.

• The
study
was
conducted
for
August
1st
through
August
25th.
During
this
7me,
there
was
a
total
of
32,822
men7ons.
On
Monday
August
11th,
there
were
1,801
men7ons-‐
the
peak
of
the
25
day
study.
Saturday
August
16th
saw
the
least
number
of
men7ons
with
721.
• The
majority
of
the
content
came
from
TwiIer
(79
percent)
but
blogs
made
up
a
large
percentage
of
the
source
makeup
as
well
(9
percent).
Much
of
the
blog
content
analyzed
came
from
mothers
wri7ng
about
their
children’s
first
day
of
school
and
their
back
to
school
shopping
experience.
Facebook
was
the
third
most
popular
source
(5
percent),
followed
by
news,
Tumblr
and
YouTube.

Study Overview
Total Sentiment Total Mentions by
Walmart
30%

Target
32%
Kohl’s
14%
Amazon
14%
JC
Penney
4%
Kmart
6%
Retailer

Study Overview

Sample Content

Back to School
Retailer
Breakdown

Retailer Breakdown
Target
• It
may
come
as
a
surprise
to
some
that
Target
actually
exceeded
Walmart
by
holding
two
percent
more
of
the
conversa7ons
on
back
to
school
shopping.
Target
carries
trendy
clothing
for
all
ages
as
well
as
school
supplies
and
aHer
school
snacks.
• There
were
100
tagged
pieces
of
content
where
Target
was
also
men7oned.
• 16%
nega7ve
• 78%
posi7ve
• The
average
Klout
score
of
this
group
was
34
with
a
reach
of
38,816.

Retailer Breakdown
Walmart
• More
teachers
talk
about
shopping
at
Walmart
during
‘Back
to
School’
than
Target.
• The
tags
for
moms,
kindergarten
and
first
grade
were
all
s7ll
first
second
and
third
by
volume,
but
the
quan77es
were
less
than
those
for
Target.
• There
were
66
tagged
pieces
of
content
where
Walmart
was
also
men7oned.
• 17%
nega7ve
• 76%
posi7ve

Retailer Breakdown
Amazon
• The
kindergarten
and
teacher
tags
were
both
higher
on
the
Tags
by
Volume
for
Amazon
than
they
were
for
Target
and
Walmart.
• When
going
through
the
content,
we
discovered
that
a
lot
of
those
talking
about
shopping
on
Amazon
during
‘Back
to
School’
were
talking
about
purchasing
books.
• There
were
25
tagged
pieces
of
content
where
Amazon
was
also
men7oned.
• 20% negative
• 80% positive

Retailer Breakdown
Kohl’s
• Moms
and
students
talked
about
shopping
at
Kohl’s
during
‘Back
to
School’
more
than
teachers.
This
is
probably
because
the
students
and
their
mothers
are
more
likely
to
need
to
shop
for
apparel
than
a
teacher
would.
• There
were
9
tagged
pieces
of
content
where
Kohl’s
was
also
men7oned.
• 11% negative
• 56% positive
• The
average
Klout
score
of
this
group
was
24
with
a
reach
of
386.

Retailer Breakdown
JC Penney
• Moms
are
s7ll
ranked
as
the
number
one
tag
by
volume
for
JC
Penney.
• There
were
8
tagged
pieces
of
content
where
JC
Penney
was
men7oned.
• 0%
nega7ve
• 100%
posi7ve
• The
average
Klout
score
of
this
group
was
71
with
a
reach
of
32,066.
• An
influencer
known
as
@OurOrdinaryLife
tweeted
several
7mes
about
her
shopping
trip
with
her
daughter.
She
tweeted
posi7vely
about
the
experience
with
her
kindergartener.

Retailer Breakdown
Kmart
• There
was
no
content
that
was
tagged
as
Kmart
and
any
of
the
custom
tags.

Back to School
Product
Breakdown

Product Breakdown
• As
for
the
‘what’
people
are
shopping
for-‐
we
did
a
search
using
our
robust
post
collec7on
filters
of
some
of
the
items
we
thought
would
be
the
most
popular.
Here
is
the
breakdown
for
the
following
items-‐

Product Breakdown
To
understand
beIer
what
people
were
shopping
for,
we
did
a
post
collec7on
search
using
the
following
Boolean
logic
(similar
logic
was
used
in
the
rest
of
the
Product
Breakdown
sec7on
of
this
report)-‐
ouTit
OR
ouTits
OR
#ouTit
OR
#ouTits
OR
shoes
OR
#shoes
OR
apparel
OR
#apparel
OR
clothes
OR
#clothes
Apparel

Product Breakdown
backpack
OR
#backpack
OR
backpacks
OR
#backpacks
Backpacks

Product Breakdown
pen
OR
#pen
OR
pencil
OR
#pencil
OR
pens
OR
#pens
OR
pencils
OR
#pencils
Pens/Pencils

Product Breakdown
Spirals/Notebooks
Spiral
OR
spirals
OR
#spiral
OR
#spirals
OR
note
book
OR
notebook
OR
#notebook
OR
note
books
OR
notebooks
OR
#notebooks

Product Breakdown
Crayons
OR
#crayons
OR
crayon
OR
#crayon
OR
markers
OR
#markers
Crayons/Markers

Product Breakdown
folder
OR
folders
OR
#folder
OR
#folders
OR
binder
OR
#binder
OR
binders
OR
#binders
Folders/Binders

Back to School
MutualMind
Command Center

MutualMind Command Center
The
MutualMind
command
center
provides
visualiza7on
for
Real-‐Time
analy7cs
and
monitoring

@mutualmind
info@mutualmind.com
214.699.9424
16200 Addison Road, Suite 100
Addison, TX 75001

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