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Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Two Social Media Listening Case Studies:
The answer is not Columbia
La respue...
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@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Collecting Columbia Conversations
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@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Are We Learning?
Estamos aprendiendo?
50%
75%
100%
% Spelled as Colombia
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
87%
13%
Colombia
Columbia
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Collect ALL the Data
Juntar TODOS los datos
• Colombia
• Columbia
• Kolombia
...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
But don’t collect…
Pero no incluir ...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
…and don’t collect!
... y no incluir!
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Collect the hashtags
#Colombia
#ColombianNews
#ColombianPower
#ColombianPride...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Campaign Tracking
Seguimiento de Campañas
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@LoveStats @PeanutLabsMR
3 Minute version: http://www.youtube.com/watch?v=i1OS0ibIKaw
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@LoveStats @PeanutLabsMR
30 Second Version: http://www.youtube.com/watch?v=2kTJ8K74CoE
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
• “Want to try #colombian #food …my bf
said is #THE best Help me to #RETWEET
...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
#TheAnswerIsColombia
0
50
100
150
200
May 2013
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@LoveStats @PeanutLabsMR
Where is the answer?
¿Dónde está la respuesta?
0
50
100
150
200
250
Twitter Y...
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@LoveStats @PeanutLabsMR
Brand Perceptions
Percepción de Marca
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@LoveStats @PeanutLabsMR
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@LoveStats @PeanutLabsMR
!!
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@LoveStats @PeanutLabsMR
Volume of Conversations
Volumen de Conversaciones
0
10000
20000
30000
40000
5...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Positive Conversations
Conversaciones Positivas
30%
40%
50%
60%
2011
Q1
2011
...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Female Travellers
Viajeros Femeninos
0%
20%
40%
2011 2012 2013
Incidence Posi...
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@LoveStats @PeanutLabsMR
Food / Comida
0%
20%
40%
60%
2011 2012 2013
Incidence Positive Negative
19%
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@LoveStats @PeanutLabsMR
Outdoors / Al Aire Libre
0%
20%
40%
60%
2011 2012 2013
Incidence Positive Neg...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Physical Harm / Peligro Físico
0%
20%
40%
60%
2011 2012 2013
Incidence Positi...
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@LoveStats @PeanutLabsMR
Beverages / Bebidas
2011
2013
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Outdoors / Al Aire Libre
2011
2013
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Where to Visit / Donde Visitar
2011
2013
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Food / Comida
Present
Future?
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Famous People / Gente Famosa
Present
Future?
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Sources of Negativity
Fuentes Negativas
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Sources of Positivity
Fuentes Positivas
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Case Study #1 Conclusions
• Don’t know how to spell Colombia
• “#TheAnswerIsC...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
#2 Social Media Listening Case Study:
Battle of the Beauties
Batalla de las B...
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@LoveStats @PeanutLabsMR
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Collect the conversations
Juntar las conversaciones
• Sofia Vergara
• Sofia V...
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@LoveStats @PeanutLabsMR
99%
1% Vergara
Vergera
94%
6%
Sofia
Sophia
Sophie
Sofie
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Volume of Conversations
Volumen de Conversaciones
0
10000
20000
30000
40000
2...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Positive Conversations
Conversaciones positivas
10%
30%
50%
2011
Q1
2011
Q2
2...
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Emotions / Emociones
Sofia
Shakira
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Beauty / Belleza
Sofia
Shakira
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Hashtags / Etiquetas
Sofia
Shakira
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
TV Shows
Series
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Which TV Show?
Cuál Programa de TV?
Sofia
Shakira
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
TV Show Volumes
Volúmenes del Programa
0
2000
4000
6000
Shakira Sofia
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
TV Show Sentiment
0%
20%
40%
60%
80%
Shakira Sofia
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Sentiment is easy! ?
Sentimiento es Fácil! ?
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
TV Show Sentiment
0%
20%
40%
60%
80%
Sofia (Before) Sofia (After)
After azz
a...
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@LoveStats @PeanutLabsMR
Endorsements
Patrocinadores
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Brands / Marcas
Sofia
Shakira
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
Beverages / Bebidas
Sofia
Shakira
Please tweet! #ACEI
@LoveStats @PeanutLabsMR
http://www.youtube.com/watch?v=cHYf9BDBmsk
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@LoveStats @PeanutLabsMR
Pepsi Mentions / Menciones de Pepsi
0
100
200
300
2011 Q1 2011 Q2 2011 Q3 201...
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@LoveStats @PeanutLabsMR
TV Ads Sentiment
Sentimiento de Comerciales
0%
10%
20%
30%
40%
50%
Shakira So...
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@LoveStats @PeanutLabsMR
#2 Conclusions
• Don’t know how to spell Vergara
• Shakira generates more vol...
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@LoveStats @PeanutLabsMR
Annie Pettit
Chief Research Officer
Peanut Labs
apettit@researchnow.com
www.p...
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Social Listening in the Travel Category

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Two case studies demonstrating tracking a campaign (#TheAnswerIsColombia), brand stereotypes (coffee and the drug trade in colombia), as well as a comparison of Shakira and Sofia Vergara

Published in: Business, Technology
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Social Listening in the Travel Category

  1. 1. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  2. 2. Please tweet! #ACEI @LoveStats @PeanutLabsMR Two Social Media Listening Case Studies: The answer is not Columbia La respuesta no es Columbia Annie Pettit Chief Research Officer, Peanut Labs Canada
  3. 3. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  4. 4. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  5. 5. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  6. 6. Please tweet! #ACEI @LoveStats @PeanutLabsMR Collecting Columbia Conversations
  7. 7. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  8. 8. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  9. 9. Please tweet! #ACEI @LoveStats @PeanutLabsMR Are We Learning? Estamos aprendiendo? 50% 75% 100% % Spelled as Colombia
  10. 10. Please tweet! #ACEI @LoveStats @PeanutLabsMR 87% 13% Colombia Columbia
  11. 11. Please tweet! #ACEI @LoveStats @PeanutLabsMR Collect ALL the Data Juntar TODOS los datos • Colombia • Columbia • Kolombia • Kolumbia • Cities • Holiday, Trip, Vacation, Travel, Tourism, Visit • Hotels • Flights
  12. 12. Please tweet! #ACEI @LoveStats @PeanutLabsMR But don’t collect… Pero no incluir ...
  13. 13. Please tweet! #ACEI @LoveStats @PeanutLabsMR …and don’t collect! ... y no incluir!
  14. 14. Please tweet! #ACEI @LoveStats @PeanutLabsMR Collect the hashtags #Colombia #ColombianNews #ColombianPower #ColombianPride #ColombianProblems #ItsColombia #ItsColombiaNotColumbia #VisitColombia #VivaLaColombia #BriceInColombia #MyColombia #WishIWasColombian #ProudToBeColombian #TheAnswerisColombia
  15. 15. Please tweet! #ACEI @LoveStats @PeanutLabsMR Campaign Tracking Seguimiento de Campañas
  16. 16. Please tweet! #ACEI @LoveStats @PeanutLabsMR 3 Minute version: http://www.youtube.com/watch?v=i1OS0ibIKaw
  17. 17. Please tweet! #ACEI @LoveStats @PeanutLabsMR 30 Second Version: http://www.youtube.com/watch?v=2kTJ8K74CoE
  18. 18. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  19. 19. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  20. 20. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  21. 21. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  22. 22. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  23. 23. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  24. 24. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  25. 25. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  26. 26. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  27. 27. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  28. 28. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  29. 29. Please tweet! #ACEI @LoveStats @PeanutLabsMR • “Want to try #colombian #food …my bf said is #THE best Help me to #RETWEET please #TheAnswerisColombia” • “I needed to join Twitter because I heard that there is a chance to win travel to Colombia! @BrandColombia #theansweriscolombia”
  30. 30. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  31. 31. Please tweet! #ACEI @LoveStats @PeanutLabsMR #TheAnswerIsColombia 0 50 100 150 200 May 2013
  32. 32. Please tweet! #ACEI @LoveStats @PeanutLabsMR Where is the answer? ¿Dónde está la respuesta? 0 50 100 150 200 250 Twitter YouTube Other Commenting News
  33. 33. Please tweet! #ACEI @LoveStats @PeanutLabsMR Brand Perceptions Percepción de Marca
  34. 34. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  35. 35. Please tweet! #ACEI @LoveStats @PeanutLabsMR !!
  36. 36. Please tweet! #ACEI @LoveStats @PeanutLabsMR Volume of Conversations Volumen de Conversaciones 0 10000 20000 30000 40000 50000 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 Canada Colombia
  37. 37. Please tweet! #ACEI @LoveStats @PeanutLabsMR Positive Conversations Conversaciones Positivas 30% 40% 50% 60% 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 Canada Colombia
  38. 38. Please tweet! #ACEI @LoveStats @PeanutLabsMR Female Travellers Viajeros Femeninos 0% 20% 40% 2011 2012 2013 Incidence Positive Negative 17%
  39. 39. Please tweet! #ACEI @LoveStats @PeanutLabsMR Food / Comida 0% 20% 40% 60% 2011 2012 2013 Incidence Positive Negative 19%
  40. 40. Please tweet! #ACEI @LoveStats @PeanutLabsMR Outdoors / Al Aire Libre 0% 20% 40% 60% 2011 2012 2013 Incidence Positive Negative 25%
  41. 41. Please tweet! #ACEI @LoveStats @PeanutLabsMR Physical Harm / Peligro Físico 0% 20% 40% 60% 2011 2012 2013 Incidence Positive Negative 5%
  42. 42. Please tweet! #ACEI @LoveStats @PeanutLabsMR Beverages / Bebidas 2011 2013
  43. 43. Please tweet! #ACEI @LoveStats @PeanutLabsMR Outdoors / Al Aire Libre 2011 2013
  44. 44. Please tweet! #ACEI @LoveStats @PeanutLabsMR Where to Visit / Donde Visitar 2011 2013
  45. 45. Please tweet! #ACEI @LoveStats @PeanutLabsMR Food / Comida Present Future?
  46. 46. Please tweet! #ACEI @LoveStats @PeanutLabsMR Famous People / Gente Famosa Present Future?
  47. 47. Please tweet! #ACEI @LoveStats @PeanutLabsMR Sources of Negativity Fuentes Negativas
  48. 48. Please tweet! #ACEI @LoveStats @PeanutLabsMR Sources of Positivity Fuentes Positivas
  49. 49. Please tweet! #ACEI @LoveStats @PeanutLabsMR Case Study #1 Conclusions • Don’t know how to spell Colombia • “#TheAnswerIsColombia” didn’t show up • But… • Appreciate food and beauty • Safer now • Need more Colombia!
  50. 50. Please tweet! #ACEI @LoveStats @PeanutLabsMR #2 Social Media Listening Case Study: Battle of the Beauties Batalla de las Bellezas
  51. 51. Please tweet! #ACEI @LoveStats @PeanutLabsMR
  52. 52. Please tweet! #ACEI @LoveStats @PeanutLabsMR Collect the conversations Juntar las conversaciones • Sofia Vergara • Sofia Vergera • Sophia Vergara • Sophia Vergera • Sophie Vergara • Sophie Vergera • Shakira
  53. 53. Please tweet! #ACEI @LoveStats @PeanutLabsMR 99% 1% Vergara Vergera 94% 6% Sofia Sophia Sophie Sofie
  54. 54. Please tweet! #ACEI @LoveStats @PeanutLabsMR Volume of Conversations Volumen de Conversaciones 0 10000 20000 30000 40000 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 Shakira Sofia
  55. 55. Please tweet! #ACEI @LoveStats @PeanutLabsMR Positive Conversations Conversaciones positivas 10% 30% 50% 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 Shakira Sofia
  56. 56. Please tweet! #ACEI @LoveStats @PeanutLabsMR Emotions / Emociones Sofia Shakira
  57. 57. Please tweet! #ACEI @LoveStats @PeanutLabsMR Beauty / Belleza Sofia Shakira
  58. 58. Please tweet! #ACEI @LoveStats @PeanutLabsMR Hashtags / Etiquetas Sofia Shakira
  59. 59. Please tweet! #ACEI @LoveStats @PeanutLabsMR TV Shows Series
  60. 60. Please tweet! #ACEI @LoveStats @PeanutLabsMR Which TV Show? Cuál Programa de TV? Sofia Shakira
  61. 61. Please tweet! #ACEI @LoveStats @PeanutLabsMR TV Show Volumes Volúmenes del Programa 0 2000 4000 6000 Shakira Sofia
  62. 62. Please tweet! #ACEI @LoveStats @PeanutLabsMR TV Show Sentiment 0% 20% 40% 60% 80% Shakira Sofia
  63. 63. Please tweet! #ACEI @LoveStats @PeanutLabsMR Sentiment is easy! ? Sentimiento es Fácil! ?
  64. 64. Please tweet! #ACEI @LoveStats @PeanutLabsMR TV Show Sentiment 0% 20% 40% 60% 80% Sofia (Before) Sofia (After) After azz and Modern Family
  65. 65. Please tweet! #ACEI @LoveStats @PeanutLabsMR Endorsements Patrocinadores
  66. 66. Please tweet! #ACEI @LoveStats @PeanutLabsMR Brands / Marcas Sofia Shakira
  67. 67. Please tweet! #ACEI @LoveStats @PeanutLabsMR Beverages / Bebidas Sofia Shakira
  68. 68. Please tweet! #ACEI @LoveStats @PeanutLabsMR http://www.youtube.com/watch?v=cHYf9BDBmsk
  69. 69. Please tweet! #ACEI @LoveStats @PeanutLabsMR Pepsi Mentions / Menciones de Pepsi 0 100 200 300 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 Shakira Sofia
  70. 70. Please tweet! #ACEI @LoveStats @PeanutLabsMR TV Ads Sentiment Sentimiento de Comerciales 0% 10% 20% 30% 40% 50% Shakira Sofia Negative Neutral Positive
  71. 71. Please tweet! #ACEI @LoveStats @PeanutLabsMR #2 Conclusions • Don’t know how to spell Vergara • Shakira generates more volume but Sofia generates more love • We love Shakira’s hips and Sofia’s hair • We love Sofia’s show more but it’s getting close • We like that Sofia endorses Pepsi
  72. 72. Please tweet! #ACEI @LoveStats @PeanutLabsMR Annie Pettit Chief Research Officer Peanut Labs apettit@researchnow.com www.peanutlabs.com facebook.com/anniepettit twitter.com/lovestats linkedin.com/anniepettit Muchas Gracias!

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