Sodial Media Research - Coffee Industry

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This is our Social Network Analysis of the Coffee industry. We analyzed Twitter data using NodeXL

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Sodial Media Research - Coffee Industry

  1. 1. coffeeMKTG 560 Kristofer M KletteSocial Media Network Analysis Sirisha TummalapentaFebruary 10th, 2013 Nguyen Vu
  2. 2. Agenda• Industry Overview• Social Media Research • Key Words • Data Overview • Graph Visualization • Important People • Subgroups • URLs and Domains• Industry Insights• Recommendation• Node XL
  3. 3. Industry Overview• Americans drink an estimated 400 million cups of coffee/day• Employees aged between 18-34 spent $24.74 on coffee per week• Significant growth even in tough economic times• Market Players: Starbucks, Dunkin’ Donuts, Caribou Coffee, McCafé, Mom&Pop
  4. 4. Social Media Research• Key Words• Important People• Data Overview• Graph Visualization• Subgroups• URLs and Domains
  5. 5. Keywords• Coffee Industry: Coffee, Cafe, Café• Reason: • Most commonly used words for coffee • Wider range of data
  6. 6. Data OverviewGraph Type DirectedVertices 1367Unique Edges 2184Edges With Duplicates 0Total Edges 2184Self-Loops 1260Connected Components 979Single-Vertex Connected Components 861Maximum Vertices in a Connected Component 201Maximum Edges in a Connected Component 638Maximum Geodesic Distance (Diameter) 17Average Geodesic Distance 5.669212Graph Density 0.000494826
  7. 7. Graph Visualization • Harel-Koren Layout • Autofill Columns • Vertex Size/ Betweenness Centrality/Ignore Outliers • Vertex Opacity/In Degree/Ignore Outliers • Vertex Tooltip/Vertex • Dynamic Filters • Vertex • In Degree min = 1 • Betweeness min = 0.1 • Show edges and vertices if cells are empty. Filter opacity 10%
  8. 8. Important People• The most important person: SpecialtyCoffee• Popular people: SpecialtyCoffee, MommyLTLORiley, coffeeconfidant, umairh• Bridges: SpecialtyCoffee, BiltParkTownSq, umairh• Well connected people: SpecialtyCoffee, coffeeconfidant Top 10 Top 10 Top 10 In Degree Betweeness Centrality Eigen vector CentralitySpecialtyCoffee 44 SpecialtyCoffee 29351.400 SpecialtyCoffee 0.090MommyLTLORiley 21 BiltParkTownSq 12666.200 coffeeconfidant 0.039coffeeconfidant 14 umairh 12372.700 philo_coffee 0.025umairh 13 Cafe_Brazil_DFW 10984.700 ReelBrew 0.023JT2ofusanddeals 12 rockerlifecoach 10969.700 porquecafe 0.021thesecondfloor 12 MouyyadA 10217.700 mexidodeideias 0.021MalloryOnTravel 11 fdp4life 7190.967 CafeJavaU 0.021CafeCoffeeDay 10 MalloryOnTravel 6936.300 CoffeeNESW 0.021RockSport_TSM 10 FRSHGRND 6184.300 PauloAndreCK 0.020
  9. 9. Important People Top 5 important people • SpecialtyCoffee • Coffeeconfidant • MommyLTLORiley • Umairh • BiltParkTownSq
  10. 10. Important People• SpecialtyCoffee (SCAA) • The world’s largest coffee trade association dedicated to creating a vibrant specialty coffee community. • Website: http://www.scaa.org/ • Facebook: Specialty Coffee Association of America • Youtube: http://www.youtube.com/user/scaacoffee
  11. 11. Important People• coffeeconfidant (Coffee Confidential) • Jazz devotee, book fiend, dog guy and tireless zealot for coffee perfection who loves the excessive state of brain excitation caused by #coffee. • Website: http://www.coffeeconfidential.org/ • Facebook: Coffee Confidential • Pinterest: http://pinterest.com/coffeeconfidant/
  12. 12. Important People• MommyLTLORiley (Melissa Cleaver) • A stay-at-home mom who loves being the June Cleaver for her family and also enjoys hosting product reviews and giveaways • Website: http://www.mommylivingthelifeofriley.com • Facebook: Mommy Living the Life of Riley! • Youtube: http://www.youtube.com/user/melissaaggie98 • Pinterest: http://pinterest.com/melissaaggie98/ • Instagram: http://instagram.com/melissaaggie98 • Google Plus: https://plus.google.com/110932760666111070802/posts • StumbleUpon: http://www.stumbleupon.com/stumbler/MommyLTLORiley
  13. 13. Important People• Umairh (umair haque) • author, economist, slayer of zombies • Blog: http://blogs.hbr.org/haque/
  14. 14. Important People• BiltParkTownSq • Life at Biltmore Park Town Square, Asheville, NC, combines urban pleasures with the joys of the outdoors. • Website: http://www.biltmorepark.com/ • Facebook: Biltmore Park Town Square
  15. 15. Subgroups• 3 main groups are found:Group Color & Group Name # of # of Graph # Shape Vertices Edges Density 1 “Specialty Coffees” 57 199 0.047 2 “Consumer Product 27 90 0.093 Reviewers” 3 “UK/Palestinian Café” 19 53 0.135
  16. 16. Subgroups 57 vertices 199 edges Group 1: “Specialty Coffees” • Specialty coffee enthusiasts from around the world • Shop owners, bloggers, enthusiasts, as well as the Special Coffee Association of America • This group is THE authority on coffee.
  17. 17. Subgroups 27 vertices 90 edges Group 2: “Consumer Product Reviewers” • Consumer product reviews, product giveaways • Targeted toward stay-at- home moms and domestic living tips • Group leader: Melissa Cleaver, aka: Mommy living the life of Riley. • Coffee products/accessories may be subject of review.
  18. 18. Subgroups 19 vertices 53 edges Group 3: “UK/Palestinian Café” • The most prominent members are based out of either London, UK or Karachi, Pakistan. • Group leader is Umair Haque, an economist and Harvard Business Review Contributor. • The clearest reference to a cafe is The Second Floor.
  19. 19. URLs/DomainsTop 3 URLs 1. Mommy Living the Life of Riley: Keurig Café Escapes Review 2. Serious Eats: The Hidden Costs of Coffee 3. Open Coffee 5P: Open Coffee ClubTop 4 Domains 1. Instargram.com 2. Foursquare.com 3. Facebook.com 4. Mommylivingthelifeofriley.com Top URLs in Tweet in Entire Graph Top Domains in Tweet in Entire Graph http://www.mommylivingthelifeofriley.com/product-reviews/daily-break-cafe-escapes-enjoy-some-me-time/ instagram.com http://drinks.seriouseats.com/2013/01/why-is-coffee-so-expensive-hidden-costs-roasting-beans-prices.html foursquare.com http://www.stichting5p.nl facebook.com http://barmusic-coffee.blogspot.jp/2013/01/bgmwinter-selection-2013.html mommylivingthelifeofriley.com http://www.bonanza.com/listings/Starbucks-Christmas-Blend-2012-Ground-Coffee-10-Ounce-Bag-Sealed-Cafe-S path.com http://www.acflondon.org/exhibitions/viennese-cafe-open-house-weekend/ co.uk http://myresearchrants.wordpress.com/2013/02/04/no-such-thing-as-bureaucracy-free-coffee/ tumblr.com http://www.breakfast-reviews.net/2011/torino/busters-cafe/ seriouseats.com http://www.guardian.co.uk/travel/2013/feb/04/london-travel-tips-jazz-foyles-cafe stichting5p.nl http://myloc.me/mobile.php?id=r9x4w ebay.com
  20. 20. URLs/Domains • 1st URL: MommyLTLORiley • Product review and Giveaway of Keurig Café Escapes product • Recommendation: • Identify Opinion leaders • Distribute Product samples and giveaways • Closely monitor review results • Take the review process seriously • Share results
  21. 21. URLs/Domains • 2nd URL – Serious Eats • Serious Eats article: The Hidden Costs of Coffee • Recommendation: • Differentiate your product on cost • Engage coffee experts • Support both expensive and cheap brands of coffee • Maintain service standards in-store
  22. 22. URLs/Domains • 3rd URL – Open Coffee Club • Open Coffee Club • Recommendation: • Network with coffee, about coffee • Advertise the “coffee meeting” to customers, both business and non- business • Brand the “coffee meeting” as a formal, yet valuable opportunity
  23. 23. URLs/Domains • Top 4 Domains • High-reach, high-engagement social media • Product review and blog site by highly-connected, educated “working mom” • Recommendation: • Coffee is a hot social media topic • Coffee drinkers are highly engaged in social media • Coffee naturally facilitates social media engagement • Regular monitoring and careful observation • Cup of coffee = an experience, and an identity
  24. 24. Industry Insights• Coffee is a universal product with strong support• Opinion leaders are respected and valued• Education and niche markets are respected• The value of the “coffee meeting”• Monitor leaders and users, keep them up- to-date
  25. 25. Recommendations• Mobile Advertising in the top domains like Instagram• Identify influential people and “keep in touch” with them• Educate consumers about the quality of the ingredients/roasting process• Add more decaffeinated options• Educate consumers about the health benefits of caffeine• Share entertaining videos on social media daily to increase the word-of-mouth publicity
  26. 26. Initial Graph - NodeXL
  27. 27. NodeXL• Role of Network Metrics • Vertex Size • Vertex Opacity • Outliers• Better visualization and clearly identify groups• Better decision making
  28. 28. Vertex SizeVertex OpacityOutliers Thank You!

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