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

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Two Social Media Listening Case Studies:
The answer is not Columbia
La respuesta no es Columbia
Annie Pettit
Chief Research Officer, Peanut Labs
Canada

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Collecting Columbia Conversations

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Are We Learning?
Estamos aprendiendo?
50%
75%
100%
% Spelled as Colombia

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87%
13%
Colombia
Columbia

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Collect ALL the Data
Juntar TODOS los datos
• Colombia
• Columbia
• Kolombia
• Kolumbia
• Cities
• Holiday, Trip,
Vacation, Travel,
Tourism, Visit
• Hotels
• Flights

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But don’t collect…
Pero no incluir ...

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…and don’t collect!
... y no incluir!

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Collect the hashtags
#Colombia
#ColombianNews
#ColombianPower
#ColombianPride
#ColombianProblems
#ItsColombia
#ItsColombiaNotColumbia
#VisitColombia
#VivaLaColombia
#BriceInColombia
#MyColombia
#WishIWasColombian
#ProudToBeColombian
#TheAnswerisColombia

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Campaign Tracking
Seguimiento de Campañas

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3 Minute version: http://www.youtube.com/watch?v=i1OS0ibIKaw

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30 Second Version: http://www.youtube.com/watch?v=2kTJ8K74CoE

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• “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”

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#TheAnswerIsColombia
0
50
100
150
200
May 2013

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Where is the answer?
¿Dónde está la respuesta?
0
50
100
150
200
250
Twitter YouTube Other Commenting News

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Brand Perceptions
Percepción de Marca

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!!

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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

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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

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Female Travellers
Viajeros Femeninos
0%
20%
40%
2011 2012 2013
Incidence Positive Negative
17%

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Food / Comida
0%
20%
40%
60%
2011 2012 2013
Incidence Positive Negative
19%

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Outdoors / Al Aire Libre
0%
20%
40%
60%
2011 2012 2013
Incidence Positive Negative
25%

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Physical Harm / Peligro Físico
0%
20%
40%
60%
2011 2012 2013
Incidence Positive Negative
5%

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Beverages / Bebidas
2011
2013

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Outdoors / Al Aire Libre
2011
2013

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Where to Visit / Donde Visitar
2011
2013

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Food / Comida
Present
Future?

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Famous People / Gente Famosa
Present
Future?

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Sources of Negativity
Fuentes Negativas

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Sources of Positivity
Fuentes Positivas

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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!

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#2 Social Media Listening Case Study:
Battle of the Beauties
Batalla de las Bellezas

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Collect the conversations
Juntar las conversaciones
• Sofia Vergara
• Sofia Vergera
• Sophia Vergara
• Sophia Vergera
• Sophie Vergara
• Sophie Vergera
• Shakira

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99%
1% Vergara
Vergera
94%
6%
Sofia
Sophia
Sophie
Sofie

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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

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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

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Emotions / Emociones
Sofia
Shakira

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Beauty / Belleza
Sofia
Shakira

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Hashtags / Etiquetas
Sofia
Shakira

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TV Shows
Series

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Which TV Show?
Cuál Programa de TV?
Sofia
Shakira

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TV Show Volumes
Volúmenes del Programa
0
2000
4000
6000
Shakira Sofia

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TV Show Sentiment
0%
20%
40%
60%
80%
Shakira Sofia

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Sentiment is easy! ?
Sentimiento es Fácil! ?

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TV Show Sentiment
0%
20%
40%
60%
80%
Sofia (Before) Sofia (After)
After azz
and Modern
Family

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Endorsements
Patrocinadores

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Brands / Marcas
Sofia
Shakira

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Beverages / Bebidas
Sofia
Shakira

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http://www.youtube.com/watch?v=cHYf9BDBmsk

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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

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TV Ads Sentiment
Sentimiento de Comerciales
0%
10%
20%
30%
40%
50%
Shakira Sofia
Negative
Neutral
Positive

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#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

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Annie Pettit
Chief Research Officer
Peanut Labs
apettit@researchnow.com
www.peanutlabs.com
facebook.com/anniepettit
twitter.com/lovestats
linkedin.com/anniepettit
Muchas Gracias!