Samepoint:Target Canada Social Media Audit - June 2013

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Samepoint created this social media audit for one of its Fortune 500 clients to understand the Target impact in Canada after taking over the Zellers stores. It depicts personas of shoppers who have visited Target and uses social media comments to tell the story.

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  • Samepoint:Target Canada Social Media Audit - June 2013

    1. 1. Big Data Driven Personas June, 2013 Target Canada Samepoint Monthly Social Media Report Transformation © 2013 Samepoint LLC. Confidential & Proprietary
    2. 2. Overview • Samepoint has reviewed over 10000 Social Media comments focused on the Opening of Target Canada stores. • Within these comments, Samepoint has identified Data Driven Personas that tell the story from grand opening of Target Canada stores to Canadian shoppers’ purchase events. • Our goal for these monthly reports is to identify and present trends, risks and opportunities, and insights that the new Target Canada retailer has to provide. • Now that the initial stores have opened, we see a decline in comments an a slight change in conversations © 2013 Samepoint LLC. Confidential & Proprietary
    3. 3. Our Methodology 1. Monitor Target Canada Conversation on the Social Web using over 100 keyword phrases that span over thousands of sites. 2. Process the comments using the Samepoint Sentiment engine that extracts feelings, sentiment, brands identified, competitor brands and store departments . 3. Index all comments and make available in the Samepoint Retailer tool for Insight analysts to review. 4. Create a Reverse Survey that asks questions of the data set. These questions drive the creation of Data Driven Personas. 5. Create Data Driven Personas that tell the story from the Voice of the Customer. 6. Accumulate findings and present story. © 2013 Samepoint LLC. Confidential & Proprietary
    4. 4. canada “target 000 for es $50, Donat Relief” ta flood Alber …..
    5. 5. Chatter Spikes Leveling Out from May to June Under 100 comments per day © 2013 Samepoint LLC. Confidential & Proprietary
    6. 6. Overall Feb – June Chatter Per Month P ar e -M r ting ke zz Bu Cha tter D ecli ne
    7. 7. Social Footprint 05/01/2013 – 06/26/2013 May 2013 June 2013 Twitter and Facebook remain to dominate the chatter for now. No significant difference from May to June. © 2013 Samepoint LLC. Confidential & Proprietary
    8. 8. June 2013
    9. 9. Canada Wal-mart Conversations Overall
    10. 10. 06/01/2013 – 06/26/2013 Canada Wal-mart Conversations Random, however 29% were about the Bus Shelter
    11. 11. Wal-mart Mobile Store Chatter decline s 8 review 1 mobile s shelter rt bu m: walmaa r Search te canad
    12. 12. Target Stores / Wal-mart Conversations More mentions for June May 2013 June 2013
    13. 13. Wal-mart Canada Mentions
    14. 14. Big Data Created Focus Group © 2013 Samepoint LLC. Confidential & Proprietary
    15. 15. Target Canada Stores with the Most Buzz 06/01/2013 – 06/26/2013 Indicates Stores With Most Buzz No Significant Change From May © 2013 Samepoint LLC. Confidential & Proprietary
    16. 16. Data Driven Personas We have built data drive personas to describe the early Target Canadian customer. I am Susan Desperado. My Persona was created using hundreds of comments I am not happy with the new Target in my neighborhood. I am going to Walmart © 2013 Samepoint LLC. Confidential & Proprietary
    17. 17. Target is .. Data Driven Personas
    18. 18. Empty Shelves! Lisa Stockton Lisa is upset that there shelves are empty. new re to the ventu shopping ppointment. Yes, t on a eaded ou m. What a disa ing H a good th e licu til that is tor target @ taff, now a huge s ve s a Such they do h e, had o stock. . of cours s BUT n nowaday y empty shelves re for. n I was the a with so m check on the item tter almost ain do be to get a r r not eal - can les. So fa no big d a Query: "target canada"~4 .. AndPrices stock ou watch the s Out of y wn!!! ywhere if he trek across to an worth t © 2013 Samepoint LLC. Confidential & Proprietary
    19. 19. Stores Lisa Can’t Find Items May 2013 June 2013 Only was able to identify target @ tillicum
    20. 20. I love Target Canada Jakie Amore Jacke Loves Target No big Change for May .. Jackie still in love.. But …. Query: love AND "target canada"~4 © 2013 Samepoint LLC. Confidential & Proprietary “RT @cdnfan75: Thanks to @target_ca & @RevlonCanada for my #FridayFanLove gift basket! I love it!”
    21. 21. Not many June mentions Of Love Love .. But.. Not Often © 2013 Samepoint LLC. Confidential & Proprietary
    22. 22. How Jackie defines Love Retweets Up 12% About Love now at 22% © 2013 Samepoint LLC. Confidential & Proprietary
    23. 23. Jackie’s Store Foot Print May 2013 June 2013 Target Burlington Love On The Rise © 2013 Samepoint LLC. Confidential & Proprietary
    24. 24. Target Canada Is Exactly Like Zellers John Zell Previous Zellers Shopper Looking Forward to New Canada Target What we found out about John was he was expecting to Find a new kind of store. Hid did not. He found the same. American version of Zellers Exactly Like Zellers Query: ("Target is Just" AND zellers) OR ("miss zellers"~4 AND target) OR …………….. © 2013 Samepoint LLC. Confidential & Proprietary “I was expecting so much more from Target than just being a glorified Zellers. :( “
    25. 25. John’s Verbatim
    26. 26. Ways John Zell Describes His Case © 2013 Samepoint LLC. Confidential & Proprietary
    27. 27. John Zell’s Footprint April April 2013 May /June 2013 Note: Samepoint extracts stores using natural language processing. Sources do not have stores defined. © 2013 Samepoint LLC. Confidential & Proprietary
    28. 28. Price Matters: Is Wal-mart Cheaper ? Jane Shopper 2nd Impression of Target Canada Comparing to Walmart What we found out about Jane was that she was expecting Target to have competitive pricing. She did try again. @target 2nd chance. Redeemed! Ok so the prices aren't great, I think I'll still get kids clothes at walmart. I usually get kids shoes on sale at Shoe Warehouse AND get better prices there. A friend also said a baby carseat she was looking at was $60 cheaper at walmart. But – a convenient place to pick up milk, bread, eggs AND ... So check out Shawnessy target. I've heard the grocery AND toy sections are bigger than Chinook target. MORe info on safer bedding. Query: "walmart cheaper"~3 target © 2013 Samepoint LLC. Confidential & Proprietary “ target : expect more, pay less. So I go to target and everything is cheaper at walmart okay target Canada sucks basically. Yay.”
    29. 29. Note About Jane Shopper Jane did not talk much about prices and Wal-Mart this month. This chatter may have subsided for now. We will need to continue to monitor.. Here are some verbatiums @target_ca your product is to highly priced for product i can get cheaper at walmart. @Strombo_joeygal @target_ca Walmart has always been cheaper The people of Whitby are not impressed to see higher prices @target_ca then at Walmart.
    30. 30. Jane Shopper’s Footprint June Update..no change April © 2013 Samepoint LLC. Confidential & Proprietary
    31. 31. “I Miss Zellers” Dennis Regreton Previous Zellers Shopper What we found out about Dennis was that he may have not wanted Zellers to go. Now that Zellers is gone, the question remains who will get his business? Query: “Miss zellers” © 2013 Samepoint LLC. Confidential & Proprietary “RIP zellers miss u” “I miss working at zellers so freaking much”.
    32. 32. How Dennis Remembers Zellers
    33. 33. Foot Print : Undefined Only One Store was identified: Target Campbell River
    34. 34. Still Steady Chatter In June
    35. 35. Not Coming back Susan Desperado Previous Zellers Shopper Not coming back to Target What we found out about Susan is that she gave Target a try and has strong emotions of dislike. Walmart is her alternative in most cases Query: "target sucks canada"~2 “Disappointed that Target Canada is not practicing SCOP....gonna have to go back to Walmart so I can get free shit” “Dear Target Canada. Your Starbucks sucks. Sincerely, An Annoyed Customer”. © 2013 Samepoint LLC. Confidential & Proprietary
    36. 36. Footprint: we Expanded the Query Now we are tracking works like hate, suck and use of profanity
    37. 37. Hate on the Decline
    38. 38. Thank you For more information, feel free to contact Darren Culbreath darren@samepoint.com © 2013 Samepoint LLC. Confidential & Proprietary

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