This document outlines James Southwood's work as an intern at Fusion from June to August 2015. During this time, he conducted market research and analyzed social media for various Fusion clients. He explored target demographics, competitor insights, and developed analytics reports using tools like Crimson Hexagon. The internship involved learning new research skills while providing strategic recommendations to help brands like Cabo Wabo Tequila, Bud Light, and Purina better understand consumers.

1. James Southwood
This is Fusion Internship 2015
Monday June 1st 2015
 Orientation
 Briefing on various Summer Projects e.g.: Long Term – Anhauser Busch
(Budweiser, Bud Light etc.), Short term- Campari America- wild turkey
whiskey.
 Will be developing an online research program to aid Fusion in terms of
acquiring insights etc.
 Fusion Marketing partners with IMG Live
 Main focus being experiential retail marketing
 Introduced to Iconoculture: online consumer research mechanism
Tuesday June 2nd 2015
 Began working on Campari America brand, Cabo Wabo Tequila. Researching
ways in which to alter brand perception in terms of an online campaign. “
Legends in the Making campaign”
 Sat through a webinar: an hour-long presentation on current trends by
Iconoculture.
 Report back on Cabo Wabo Tequila insights into online “ Legends in the
making” campaign.
Wednesday June 3rd 2015
 Orientation briefing
 Cabo Wabo Tequila request- research insights Kingsford charcoal “grilling
campaign”
 Analyze and provide report
Thursday June 4th 2015
 Cabo Wabo Tequila: Extensive research on Kingsford charcoal’s online
campaign for ‘Grilling Season’. Research and analyze and report back on core
communication strategies, tone of the campaign, social/digital platforms that
could be borrowed/avoided in the Cabo Wabo online campaign.
 Report

2. Friday June 5th 2015
 Cabo Wabo Tequila: Research on Kingsford charcoal’s Grilling season
campaign. Researching the links between all social media platforms and how
they go about promoting their Grilling season campaign.
Monday June 8th 2015
 Research on Millenials demographic- what makes them tick?
 Understanding the target market- What brands prospects are for this target
market
Tuesday June 9th 2015
 Wild Turkey Bourbon- research why millennials will respond to the new
packaging? New packaging- personal identity. Need to Understand millenials
demographic. Authenticity, personal- what factors will attract the millenials?
Wednesday June 10th 2015
 Report back on Wild Turkey –Bourbon
 Brief on Purina –Pet Food
 Request for creation of emotional home- meeting to assign roles and begin
strategy.
 Research ideas for activation. How-where-why??
 Bring the brand to life via mobile movement/pop-up etc.
Thursday June 11th 2015
 Iconoculture Webinar- Millennial men-
 Introduction of a new Rum Brand
 Brainstorming for Purina
 Research on pet/owner relationship
 Social Media report on the Bud Light #whateverUSA campaign
 Report on comparison between both #whateverUSA events using Crimson
Hexagon social media analytics tool
Friday June 12th 2015
 Social Media Analytics tool.
 Shows differences between different social media trends
 Bud Light #whateverUSA- Twitter, Facebook, Instagram used

3.  Analyzing positive and negative social media trends leading up to the event
and 12 days after the event.
 What did they tweet about?
 Anything negative about the event? Etc.
 Present informative Graphs and report.
Monday June 15th 2015
 PowerPoint presentation for Bud Light social media analytics
 Simplified PowerPoint into 4 core slides
 Using social analytics tool (crimson hexagon) to determine social media
trends
Tuesday June 16th 2015
 Completion of Bud Light #whateverUSA PowerPoint presentation
 Report back
 Cardinals vs. Twins game
Wednesday June 17th 2015
 Look into insights regarding human-pet interaction that we can use on
the Purina ‘Pet House’ campaign.
 What activities are constructive to put into the ‘pet house’ in terms of a
human-pet relationship.
 Look into previous pet related campaigns to similar ideas, insights.
Thursday June 18th 2015
 Dive into relevant insights for the Purina ‘Pet House’ plan.
 What do they want to achieve?
 Purina: Building on the concept meeting
Friday June 19th 2015
 Need to find activities from past dog related events
 Activities that will be fun for both owner and put and that emphasize
the human-pet relationship
Monday June 22nd 2015
 Hand in report on Purina findings
 Begin looking into various Analytics platforms for the development of
Fusion’s in house analytics tool.

4.  Portland Marketing Analytics- Marketing analytics group that focuses
on experiential analytics and assistance with agencies.
 Report back on findings.
Tuesday June 23rd 2015
 Budweiser festival: Buds and Burgers
 Find small, local businesses that can promote the Buds and Burgers
festival to reach 10 000 consumers
 No food, No alcohol
 Businesses have to have a popular social media presence across all
platforms
Wednesday June 24th 2015
 Continue finding small, local businesses that can promote buds and
burgers
 Use Groupon to promote the event
 Make a Groupon offer for Budweiser
 Look at Living social promotions
 Begin formulating Fusions analytics toolkit
Thursday June 25th 2015
 Researching various analytic toolkits that Fusion already has access to
 Iconoculture, Crimson Hexagon, Portland Marketing Analytics
 Tools that analyze social media trends and trends alike
 Research Qualitative and quantitative data
Friday June 26th 2015
 Continue research on various analytics toolkits
 Dive in deeper and define questions that can be answered as well as
strategic implications being applied.
 Iconoculture training 10.am
 Teleconference showing me different facets of Iconoculture
 Social analytics tool

5. Monday June 29th 2015
 Report Back on Social Analytics tool findings
 Research qualitative analytics toolkits that have been used by other
marketing agencies
 American marketing agency, Vision live, Edelman 8095,
 Report back on various online qualitative research toolkits
 Focus groups, surveys, mobile apps, in depth interviews, bulletin
boards, webinars.
 Find features that stand out that we can use in our in house research
toolkit.
Tuesday June 30th 2015
 Further Research on Prospective online toolkits
 Formulate report and submit to Tyler
 Summer Internship project- Research various mobile applications and
traits that could apply to six flags
July
Wednesday July 1st 2015
 Cabo Wabo Tequila discussion of Google Analytics
 Submit Report on Prospective analytics tools
 Marriot Regency Hotels brief
 Find events/locations that Millenials are attracted to
 Millenials put experiences before anything else
 Music festivals in North America
Thursday July 2nd 2015
 Find stats on Millenials and music Festivals
 Why they are so attracted to Music Festivals
 Which Kinds? Rock, EDM, etc.
Friday July 3rd 2015
 Day Off- Day of Independance
Monday July 6th 2015
 Rodriguez live in Chicago

6. Tuesday July 7th 2015
 Cardinals vs Chicago cubs Baseball game
Wednesday July 8th 2015
 Budweiser: Buds and Burgers campaign
 Monitor ‘Taste makers’ on social media and report back
 Tastemakers are small, local businesses that Budweiser have included
to attract that specific demographic.
 Create insights in the relationship that McDonalds has with Nascar.
Coca cola would like to introduce a Nascar driver on the Mcdonalds
cups in house. What impact would that have on consumers?
 Create Report on Nascar Impact
 Report on the popularity of Mobile Browsing compared to desktop
browsing. Show historical trend change and find information on why
it is so popular. Stats to define.
Thursday July 9th 2015
 Malibu Beach House: Create a social report using Crimson Hexagon on then
three Malibu Beach house events that recently took place
 Compile slide with relevant charts, tables, stats, etc.
 Meeting with CoolFire Studios. They are involved with above the line
production with brands such as Build a bear (Bearville). Discussed ways in
which Fusion could use them as a means to better their Youtube content etc.
Friday July 10th 2015
 Report on Malibu: Best Summer Ever
 Social Analytics using Crimson Hexagon
 Research various Experiential marketing analytics platforms
 How can we measure Experiential marketing??
Monday July 13th 2015
 Cabo Wabo tequila monthly social media report
 Compile report on Facebook activation
 PPT report using excel files with information of Facebook activity
 Most popular posts and how they effected engagement
Tuesday July 14th 2015
 Cabo Wabo Social Report.
 Analytics on Twitter and Instagram pages
 Summer Intern Project: Review

7. Wednesday July 15th 2015
 Continue with social analytics for Cabo Wabo 2015
 Twitter and Instagram pages
 Begin the social influencers section
 Analyze Cabo Wabo content across all media channels
 Twitter, FB, Instagram, Youtube.
 Tabulate all content in excel including total impressions and summary
Thursday July 16th 2015
 Continue report on Cabo Wabo tequila
 Analyze social influencers and their impact (BBQ Experts)
 Address all forms of social media
 File report in PPT
Friday July 17th 2015
 Finish report on Cabo Wabo Influencers
 Use Crimson Hexagon- a social analytics tool to determine the
comparison between 2014 and 2015
 Create PPT slides
Monday July 20th 2015
 Create PowerPoint template for summer internship project on six
flags
 Work on social analytics project
 Brief on IMG Live Ryder cup brief
Tuesday July 21st 2015
 Buds and Burgers social analytics review
 Using Crimson Hexagon, determine the sentiment, total volume, top
influencers, top topics etc. of the buds and burgers campaign
excluding the final event.
 Execute for St Louis event- Evaluate final festival in terms of social
media content and construct PPT presentation.
Wednesday July 22nd 2015
 Submit PPT presentation for Budweiser final festival
 Find demographics on smoking brand-who do they target market

8. Thursday July 23rd 2015
 Continue with research on smoking brand Swedish Match; - do
research on specific target market. Find out who they are targeting
and how we can enforce that.
Friday July 24th 2015
 Continue exploring demographic for Swedish Match- using social
analytics tools, audience analysis tools, and Facebook audience
analysis.
 Report
Monday July 27th 2015
 Summer intern project- go over slides and prepare speech for
tomorrow.
Tuesday July 28th 2015
 Run through Summer Intern Project: Prepare speech and run through
PPT in preparation for presentation
 Presentation to Fusion Board: Six Flags
Wednesday July 29th 2015
 Brief on AFA (American Fence Association)- fusion built and maintain
website
 Look at ways in which we can increase (SEO) – Search Engine
Optimization
 Research different tools that can provide this
 MOZ.COM set up an acc. and retrieve info on ways in which we can
improve SEO
 Use FOLLOWONK.COM to analyze twitter followers for Cabo Wabo.
Find out which are the most influential users with the most followers.
Thursday July 30th 2015
 Create Youtube Playlist for Cabo Wabo Tequila Brand
 Research WARC- Research and Insights toolkit- similar to Icooculture-
providing case studies etc. as well as current trends etc.

9. Friday July 31st 2015
 Conference call with WARC- Discuss how fusion could potentially use WARC
in house for employees.
 Report on Woorank – complete all website analytics via Woorank on all of
Fusion’s brands. Use as a means to benefit their social media and SEO- search
engine optimization.
 Use colour schemes, headers and footers etc. in report.
August
Monday August 3rd 2015
 Complete report for Fusion Brands via WooRank
 Malibu, Wild Turkey, 10 Barrel, Cabo Wabo Tequila etc.
Tuesday August 4th 2015
 Update Cabo Wabo Influencers page- monitor social media activity on each
influencers page
 Document activity and update file.
 Peter Cremer North America- research specific tank leasing companies to
introduce their tanks
 They want to lease out 1 000 000 gallon tanks to other companies
Wednesday August 5th 2015
 Continue with Peter Cremer North America research- provide excel
spreadsheet.
 Search for possible publication areas- whether it be online or print
 List at least 10
Thursday August 6th 2015
 Continue with Peter Cremer publication research
 Excel Spreadsheet
 Quotes- Call each client
 Ryder Cup- Research Soccer World Cup and the patriotism it carries in terms
of America
 Research viewer increase for the duration of the world cup- numbers on how
many people watch important games

10.  IMG live want to know as they want to base the Ryder Cup around the World
Cup event- interactive sporting venue where people can come watch all
sports outside of the Ryder Cup.
Friday August 7th 2015
 Format Peter Cremer North America spreadsheet
 Include monthly visitors as well as circulation tabs
Monday August 10th 2015
 Add additional information the Peter Cremer spreadsheet
 Include an online magazines page where by monthly visitors and circulation
are included.
 Include rates for online advertising as well as print.
Tuesday August 11th 2015
 Using WARC- online research portal which provides case studies, interactive
client service etc.
 Research current trends in the craft beer industry- why are consumers
moving towards craft beer?
 What are there motives/
 Define demographics and purchasing power?
 What influences these consumers??
Wednesday August 12th 2015
 Build consumer profile using WARC and Iconoculture
 What type of Millenial market are Baron Semedi targeting?
 What type of consumer will purchase Baron Semedi?
 Build profile on what kind of person they are and what brands they engage
with.
Thursday August 13th 2015
 Flake out consumer profile by searching online
 Answering questions such as: what would the target market be interested in?
 What kind of car would they drive?
 What would you find in the liquor closet?
 Give us an indication of what the would be interested in so that we can
formulate a profile based on this consumer and define our target market

11. Friday August 14th 2015
 Submit report for Baron Semedi
 ‘Clean up’ Analytics toolkit page for review on Tuesday
 Dig further into competitor market
Monday August 17th 2015
 Look into competitors for Analytics toolkit
 What are other agencies using as research tools?
 How can we compare to these agencies?
Tuesday August 18th 2015
 Continue to flake out consumer profile for up and coming Rum Brand
Baron Semedi
 Food trends?
 Digital trends?
 Website activity?
Wednesday August 19th 2015