Masterclass 2015: The Great British Tweet Off
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The Great British Tweet Off Masterclass 2015, London by Sarah O'Malley
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Masterclass 2015: The Great British Tweet Off
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- 5. Who’s in the Mix?
- 6. #GBBO
- 10. Soggy Bottom
- 12. #Bingate
- 13. How Twitter Takes TV online “It’s live, it’s public and it’s conversational. We use it in the moment to talk to everyone who cares to listen. And we use it to converse: to exchange words. A synchronised social soundtrack for whatever is happening in the moment, as a shared experience.” Deb Roy, Chief Media Scientist at Twitter
- 14. How Twitter Takes TV Online 14 #Bingate Bake Off Final
- 15. A Piece of Cake • This is an example of using Brandwatch to monitor online conversation around a popular TV show and using it to capture the key topics of conversation, as well as understanding the sheer volume of discussion • You too can do the same by monitoring and tracking a programme, event, hashtag or news story and see how the conversation develops and the key themes that emerge from the online exchanges • As demonstrated, it’s easy to turn the insight into something visual and statistic-led
- 16. 16
Editor's Notes
- As both social media professionals and cake fans, MHP Digital monitored Twitter chatter around the 2014 series of the Great British Bake Off. We turned this tasty analysis of the 10-week baking bonanza into an infographic. The infographic highlighted the sheer number of baking fans talking about the show, as well as some of the top trending topics on everyone’s hungry minds. We’ll come to that shortly, but first let’s look at some of the pick up the infographic received. Here a few key pieces of coverage - The Radio Times, The Daily Star and The Drum (twice). The infographic was based on data from the day of the final, and was then updated to capture all conversation during the final and the morning after, so our content lived on longer. This coverage shows the rise of data journalism as these articles used our data and infographic to give depth and credibility to their discussion about the show. We combined the data with design skills and an investigative spirit to create something that not only we and fellow cake lovers found interesting, but the media did too. Using Brandwatch to monitor conversation and reveal insights, and then turning these insights into something visually arresting meant that we could tell the story of the Great British Bake Off and draw a narrative through the online conversation.
- Here are key tweets about our work from the Drum and Radio Times. And a fantastic tweet from Mel one of our colleagues, a keen baker and GBBO fan herself - she tweeted the infographic tagging in the most mentioned candidate, Iain Watters, which was retweeted by The Great British Tweet Off winner himself to his 30,000 followers.
- Here is the infographic we created. It was split into two sections, ‘who’s in the mix’ – who was talking about the show, and ‘what’s cooking’ – what were they talking about? We also created a more detailed report which can be seen on our blog: http://www.mhpc.com/blog/the-great-british-bake-off-twitter-analysis/ The key point is that we didn’t create a complex Brandwatch query, the query simply tracked all mentions of ‘The Great British Bake Off’ and the #GBBO hashtag. The methodology was therefore very simple - instead the success lay in the insight itself, what we did with the data and the timeliness. We started broad and used tools such as the topic word clouds and top tweet tables to identify the key topics people were discussing. We also used the mentions filter to slice up the data and quantify the volume of conversation around a given topic.
- Let’s look into the first point - quantifying social conversation. First, we looked at the sheer volume of people talking about the GBBO, and where they were speaking about it. There were an astounding 1,174,300 total mentions of the Great British Bake Off on Twitter over the duration of the 2014 series, compared to 370,000 mentions during the 2013 series – a 217% increase in cake chatter. This mentions map and word cloud show where the Bake Off was being tweeted about across the world from Brazil to Japan.
- There were nearly 200,000 mentions alone of the #GBBO hashtag as fans came together to share cake love under one trending term. Here are a few funny tweets.
- Next, we looked at what the Twitter community was talking about. Mary Berry was mentioned significantly more on Twitter than Paul Hollywood throughout the 2014 series, there were 49,500 mentions of Mary versus Paul’s 19,900 - the social community stuck by Mary’s side rather than silver fox Paul. Who was the most talked about contestant throughout the series? Interestingly it wasn’t winner Nancy, but poor old Iain who’s Baked Alaska ended up being a Binned Alaska – the Twitter community awarded Iain the star baker accolade. We’ll come to this later, but what is interesting is that we found that the Great British Tweet Off Winner was not the The Great British Bake Off winner. Often, runners up and underdogs in TV shows end up being more popular or successful in life than the actual winner themselves - look at One Direction for example – our data is testament to this trend.
- The 2013 series was famed for sparking a utensils frenzy with people flocking to buy rolling pins, aprons and cookie cutters, but in the 2014 series we saw a remarkable number of pictures shared on Twitter: 199,900 snaps were posted by users inspired by the show to shout about their own baking. Those utensils from 2013 are clearly not collecting dust, but are being put to good use! This demonstrates the show’s remarkable impact on the day-to-day lives of the nation.
- Mary’s fashion sense sparked conversation on Twitter- there were over 3,500 tweets about her snazzy blazers and jackets.
- There were over 5,000 tweets about the ultimate bake off fail – the “soggy bottom” showing how the infamous saying has spread among Bake Off fans. For those that don’t know, a soggy bottom happens when your pastry or cake base is wet or undercooked underneath.
- Let’s move onto the second point, understanding the impact of a trending hashtag (#Bingate). In this video we hear from Mary Berry herself talking about the cake scandal.
- There were 10,700 mentions of the #Bingate scandal on the hashtag which saw Iain throw his melted baked Alaska in the bin. Here are a few of the top tweets.
- Finally, we’re going to take a look at how Twitter takes TV online, adding a social layer to the television experience through multi-screening. Deb Roy claims that despite the growing number of viewers who are multi-screening, simultaneously using Twitter on their smartphones or tablets and watching TV, these people are not necessarily distracted from shows. They’re actually engaged on a deeper level – active as well as passive in their TV habits. The “social soundtrack” refers to the Twitter buzz around a programme. Today it’s hard to remember a TV series without a hashtag. As we’ve seen with #Bingate, hashtags and conversation on Twitter are now very much a natural social extension of the show.
- We can see in this history graph the peak in conversation every Wednesday when the show aired. A record 10 million viewers tuned in to watch the Bingate controversy unfold making it one of the BBC’s highest-viewed programmes of the year - only world cup screenings, Sherlock and Call The Midwife scored more than 10 million views for the “consolidated” figures, which bring together live and catch-up viewing. 12.3 million viewers tuned into the final to see Nancy crowned as the Great British Bake Off winner. For all football fans, this was more than World Cup final the previous month where 12.1 million people tuned into BBC One to see Germany beat Argentina 1-0 in Brazil. Bake Off - 1, World Cup – nil.
- Now we’ve talked about how we did it, here’s how you can do the same. This all started with my attempt to sell Brandwatch to our company. Brandwatch was a bit of a hard sell, it was all reports and client case studies and what we needed was something fun and engaging colleagues can relate to and understand – what better way to do this than with cake. Now, people come over and say, “my client wants a bake off infographic on this”, or “can you use that fancy tool you used for the GBBO to monitor this”. So all in all, it has achieved what I wanted it to. You could say the coverage we got out of it was the cherry on top of our hard work.