By monitoring the conversation on social media, we compiled an extensive list of great holiday gifts depending on the category consumers are shopping in (electronics, toys, books, etc.) or their relationship to the gift recipient (husband, mother, sister, etc.). In this presentation, we dive into the social media dialogue and find out if Microsoft Kinect is living up to its pre-release buzz. Does the iPad continue to be a must-have commodity this holiday season and what is at the top of consumers' list in the toys, gaming, books & music departments?

1. Alterian Hot Topic
What’s Hot This Christmas: Holiday
Gifts to Warm up your Stockings

2. Social Media Performance
Blogs &
Comments Social
Networking Sites
(Facebook,
LinkedIn)
Microblogs
We immerse ourselves (Twitter)
in digital spaces, using
the internet as a culture
in its own right and Mainstream
observing patterns in News
conversation, common
Versus social practices, and
creating links between
Multimedia
online and offline (YouTube,
worlds Podcasts)
Forums
Google Trends &
Insights
Real world Delicious &
conversations, habits, Social Tagging
practices, cultures
© ALTERIAN 2010 ALL RIGHTS RESERVED

3. Table of content
Search Overview 4
What are hot shopping topics during Holiday? 5
What were hot shopping topics for MOM? 6
What were hot shopping topics for DAD? 7
What were hot shopping topics for HUSBAND? 8
What were hot shopping topics for WIFE? 9
What were hot shopping topics for SISTER? 10
What were hot shopping topics for BROTHER? 11
Influencer Twitter 12
Influential Forum 13
Appendix: Keywords 14
© ALTERIAN 2010 ALL RIGHTS RESERVED

4. Search Overview and Scope
Search Keyword
See appendix Tool Used
Date range:
11/22 – 12/06/2010 SM2: a social media monitoring
and analysis solution, which helps
to track conversations, review
positive/negative sentiment for
brand, competitors and partners
across social media channels such
Exclude:
as blogs, wikis, micro-blogs, social
Non-English
Advertising / For Sale networks, video/photo sharing sites
and real-time alerts.
Final results:
7,082
© ALTERIAN 2010 ALL RIGHTS RESERVED

5. What were the hottest categories?
3500 3230
3000
2500
2022
2000
1656
1500
1000
477 445 390
500
0
* Entertainment: CDs, Music, Movies
© ALTERIAN 2010 ALL RIGHTS RESERVED

6. What were hot shopping topics for MOM?
Toys 1%
Electronic 1%
6% The Confession, Unbroken, Diary of a Wimpy Kid
Books
17% Just Dance 2, Call of Duty: Black Ops, Fable III
Game
26% Tiffany’s, The Castle, Sears (Jewelry)
Jewelry
57% Taylor Swift, Susan Boyle, Harry Potter 1-6, Avatar,
Entertainment
Toy Story 3
* Entertainment: CDs, Music, Movies
© ALTERIAN 2010 ALL RIGHTS RESERVED

7. What were hot shopping topics for DAD?
Toys 0%
Jewelry 3%
Books 7%
Game 18%
Electronic 23% Apple Ipod Touch, Flip UltraHD Video Camera, Garmin Forerunner
Entertainment 62% Bruce Springsteen, The Pacific, The Hangover
* Entertainment: CDs, Music, Movies
© ALTERIAN 2010 ALL RIGHTS RESERVED

8. What were hot shopping topics for WIFE?
Books 6%
Toys 7%
Jewelry 8%
Games 21%
Electronics 32% Kindle Reading Device and Apple iPod Touch
Entertainment 44%
0% 10% 20% 30% 40% 50%
* Entertainment: CDs, Music, Movies
© ALTERIAN 2010 ALL RIGHTS RESERVED

9. What were hot shopping topics for HUSBAND?
Books 7%
Toys 8%
Jewelry 8%
Madden NFL 11
Games 19%
Electronics 31% Kindle Reading Device, Apple iPod Touch
Entertainment 41%
0% 10% 20% 30% 40% 50%
* Entertainment: CDs, Music, Movies

10. What were hot shopping topics for SISTER?
Toy 5%
Books 9%
CD 20%
Games 20%
Jewelry 23% Claire’s Jewelry, JC Penney Jewelry, Gordon Jewelry
Movies 50% Harry Potter, Avatar
Electronics 52% Kindle Reading Device, Apple Ipod Touch
© ALTERIAN 2010 ALL RIGHTS RESERVED

11. What were hot shopping topics for BROTHER?
Books 8%
Toy 9%
CD 12%
Jewelry 27%
Games 35% Mario Kart Wii with Wii Wheel, Fable III
Movies 53% Harry Potter, Avatar, Toy Story 3, the Hangover
Flip UltraHD Video Camera, Apple Ipod
Electronics 80%
Touch, Kindle Reading Device

12. Influential Forums
• Name: WattFlyer • Name: BabyCenter • Name: The Purse Forum
• Web www.wattflyer.com • Web • Web: http://forum.purseblog.com
http://community.babycenter.com • Forum on fashion and accessories.
• The forum which is interested by • 281,898 members
Electric Power Flight fans, where • A community where moms can ask
people can ask and share questions, give advice and share • 17,035,946 posts
information about electric power personal experiences, covering • 568,192 threads
toys, especially Electric R/C issues from fashion to work. • This site reaches 53,217 US viewers
Airplanes. • This site reaches 9.3 million monthly per month. (Quancast)
• 35,155 members people, of which 6.8 million (73%) are
in the U.S. (Quancast). • Contained many posts asking for
• 764,636 posts
• A blog on the site, called Attachment gift ideas. There is a larger female
• 55,807 threads Parenting Group, focused more
• This site reaches approximately audience here, however, males were
around family members. This group also found to be asking for advice on
28,300 US viewers per month. has:
(Quancast) what to get for their wives.
• 1,557 members
• 1,902 posts
• Related discussions focused on • Moms shared advice on what to get
what to buy for their father or son. for their children. Black Friday was
typically mentioned as an opportunity
for Christmas shopping.
WattFlyer RC Electric BabyCenter
The Purse Forum
Flight Forums http://community.babycenter
www.wattflyer.com http://forum.purseblog.com
.com
© ALTERIAN 2010 ALL RIGHTS RESERVED

13. Appendix - Keywords
“shopping” AND “xmas” AND “mom” “shopping” AND “xmas” AND “dad”
“shopping” AND “x-mas” AND “mom” “shopping” AND “x-mas” AND “dad”
“shopping” AND “x_mas” AND “mom” “shopping” AND “x_mas” AND “dad”
“shopping” AND “christmas” AND “mom” “shopping” AND “christmas” AND “dad”
“shopping” AND “xmas” AND “mother” “shopping” AND “xmas” AND “father”
“shopping” AND “x-mas” AND “mother” “shopping” AND “x-mas” AND “father”
“shopping” AND “x_mas” AND “mother” “shopping” AND “x_mas” AND “father”
“shopping” AND “christmas” AND “mother” “shopping” AND “christmas” AND “father”
“buying” AND “xmas” AND “mom” “buying” AND “xmas” AND “dad”
“buying” AND “x-mas” AND “mom” “buying” AND “x-mas” AND “dad”
“buying” AND “x_mas” AND “mom” “buying” AND “x_mas” AND “dad”
“buying” AND “christmas” AND “mom” “buying” AND “christmas” AND “dad”
“buying” AND “xmas” AND “mother” “buying” AND “xmas” AND “father”
“buying” AND “x-mas” AND “mother” “buying” AND “x-mas” AND “father”
“buying” AND “x_mas” AND “mother” “buying” AND “x_mas” AND “father”
“buying” AND “christmas” AND “mother” “buying” AND “christmas” AND “father”
© ALTERIAN 2010 ALL RIGHTS RESERVED

14. Appendix - Keywords
“shopping” AND “xmas” AND “wife” “shopping” AND “xmas” AND “husband”
“shopping” AND “x-mas” AND “wife” “shopping” AND “x-mas” AND “husband”
“shopping” AND “x_mas” AND “wife” “shopping” AND “x_mas” AND “husband”
“shopping” AND “christmas” AND “wife” “shopping” AND “christmas” AND “husband”
“buying” AND “xmas” AND “wife” “buying” AND “xmas” AND “husband”
“buying” AND “x-mas” AND “wife” “buying” AND “x-mas” AND “husband”
“buying” AND “x_mas” AND “wife” “buying” AND “x_mas” AND “husband”
“buying” AND “christmas” AND “wife” “buying” AND “christmas” AND “husband”
“shopping” AND “xmas” AND “sister” “shopping” AND “xmas” AND “brother”
“shopping” AND “x-mas” AND “sister” “shopping” AND “x-mas” AND “brother”
“shopping” AND “x_mas” AND “sister” “shopping” AND “x_mas” AND “brother”
“shopping” AND “christmas” AND “sister” “shopping” AND “christmas” AND “brother”
“buying” AND “xmas” AND “sister” “buying” AND “xmas” AND “brother”
“buying” AND “x-mas” AND “sister” “buying” AND “x-mas” AND “brother”
“buying” AND “x_mas” AND “sister” “buying” AND “x_mas” AND “brother”
“buying” AND “christmas” AND “sister” “buying” AND “christmas” AND “brother”

15. THANK YOU!
Please contact us with any questions:
Jim Reynolds: jim.reynolds@alterian.com
Kyle Henderick: kyle.henderick@alterian.com
Ivy Shtereva: ivy.shtereva@alterian.com
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian
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