Social Analytics: #playwithoreo Campaign Review
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Analytics class project on the #playwithoreo campaign
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Social Analytics: #playwithoreo Campaign Review
- 2. Armando Mancia @itsarmandoman Kathleen M. Hughes @kathymhughes Lillian Angelovic @ladanea Tyler D. Wells @stonetai
- 3. Business Objectives Increase brand awareness, positive sentiment, and engagement worldwide
- 4. Metrics Fans/followers Engagement: Likes and favorites; Shares and retweets; Posts by fans; Comments and replies Positive/negative sentiment Could only track referrals minimally, and no data from tumblr Tools Google Correlate & Trends Tableau WayIn Other: Textalyzer, Alexa, Quintly, Twitalyzer
- 8. Published on Jan 26, 2015 11,686,182
- 10. Visualizations
- 12. Words Correlated to Oreo
- 17. Some Indonesian Oreos According to Kraft Foods, Indonesia ranked as one of the brand's biggest and fastest growing markets in 2010. Besides the traditional flavors of vanilla, chocolate and strawberry, Oreos in Indonesia come in Blueberry Ice Cream, Orange Ice Cream, Golden Vanilla and Double Delight (chocolate and peanut).
- 19. Engagement FB likes, Instagram likes, & Twitter favorites FB shares & Twitter retweets FB comments & Twitter replies
- 20. from Twitalyzer
- 21. Air Jordan Oreo 4 Nike shoes released Feb 21 from Google Trends
- 25. Live FB Likes Data data from Quintly for 4/7/15
- 26. Negative Sentiment = 0
- 27. Bonus: Traffic going to playwithoreo.com data from Alexa.com
- 29. Key Takeaways #playwithoreo created a social experience in the form of a call to action
Editor's Notes
- Intro slide Tai Start
- Group slide
- DO YOU SEE WHAT I DID THERE? I’m so clever sometimes. ;) Agreed
- the tools and metrics are the first thing that needs to be addressed, as the rest of the presentation hinges on this data (i.e. this is what we were analyzing)
- This is the website showing the variety of social media being used
- This is both Twitter and Facebook likes/favorites data
- Slide showing both YouTube content and fans/follower info. - 17 Second video and I tested it and it does play in presentation — https://www.youtube.com/watch?v=5_X4IYlQAoM
- Instagram follower info (& content examples)
- This is follower data
- more followers data: keywords they share
- demographics of followers: locations
- demographics of followers: locations
- So despite all the engagement in SEAsia, most Twitter activity still comes from the U.S.
- I’m confused as to how this relates to the #playwithoreo campaign. It’s interesting data, but how does it apply? - Lillian
- Twitter demographics past 7 days
- This is data for the past week from Twitalyzer
- From Google trends: interest in”Oreo” the cookie, from January to now; Air Jordan Oreo 4 Nike shoes released February 21
- From Google trends: interest in the term “play with oreo” from January to now
- SO. MANY. AUTHORS! That’s amazing engagement. This is original tweets and not retweets, right?
- This is from today, from Quintly; so basically likes are just climbing
- FB negative sentiment: essentially ZERO for the past month!!! This data is from way.in
- This is from Alexa.com; not metrics we were measuring, but I found it so we may as well present it as data? Basically most traffic came from YouTube!