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RIDE SNOWBOARDS
F I L E N A M E
Social Consumer Sentiment Analysis
June-July 2011
A G E...
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SOCIAL LISTENERS
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Sentim...
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Topic Analysis
Sentiment, Media and To...
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Topic Analysis
•There has been a spurt ...
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Ride Snowboards
Actionable Insights
•T...
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Ride Snowboards: Data Analysis
Volume ...
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Analysis of General Co...
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Analysis of Demographi...
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Volume Analysis by Cou...
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Volume Analysis by Dom...
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Volume Analysis by Wor...
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Influencers by Klout S...
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Facebook Analysis
Wall ...
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Facebook Analysis
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Facebook Analysis
The M...
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Facebook Analysis
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Facebook Analysis
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Facebook Comparative Me...
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Facebook Comparative Me...
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Facebook Analysis
Burto...
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Quotes:
New Website Lau...
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Products
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Promotions
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Reputation
“Fou...
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Ride snowboards brandaudit_jul2011

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Ride snowboards brandaudit_jul2011

  1. 1. …………………………………..………………………………………………… RIDE SNOWBOARDS F I L E N A M E Social Consumer Sentiment Analysis June-July 2011 A G E N T Social Listeners Presentation …………………………………..…………………………………………………
  2. 2. …………………………………..…………………………… SOCIAL LISTENERS …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Sentiment Analysis Volume and Sentiment 01 June – 14 July
  3. 3. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Topic Analysis Sentiment, Media and Topic Mix 01 June –14 July Ride Snowboards •Total number of mentions for Ride Snowboards during the period 01-06-2011 to 14-07-2011 amounted to 218, with a sentiment score of +0.6. The daily volume of mentions does exhibit certain peaks and troughs, even though the sentiment score has stayed almost constant throughout the period. •There is not much opinionated conversation around Ride Snowboards. Almost 96% of mentions are neutral in sentiment suggesting that they are passing mentions on the brand and products. The remaining 4% of mentions are positive in sentiment indicating that the little opinionated posts there are, are of positive nature. •Forums accounted for the highest number of mentions for Ride Snowboards with a share of 56%, followed by Blogs with 32%. Twitter and facebook share in the conversation is rather small, with Twitter, the microblog site just accounting for 5% of total mentions during the period. •Among the topics of conversation during the period, Products accounts for the highest share of mentions with 35%, followed by New Website and Promotions with 11% each. The brand Reputation was mentioned in 5% of the posts. All other conversation could be grouped as miscellaneous in nature, amounting to 38% of total volumes. SOCIAL LISTENERS
  4. 4. …………………………………..……………………………………………………………..……………………………………………………………………………..…………………………… Topic Analysis •There has been a spurt in volume of mentions around the launch of a new website highlighting the new products from the company stable. “Ride Snowboards have unveiled their new website last week and showed the world next season‟s kit for the first time.” (natives.co.uk). All the mentions on the launch of the new websites were positive in sentiment. •Most number of mentions was for the topic category „Products‟, accounting for 35% of total mentions. The conversation on this topic is either positive in sentiment or neutral. “RIDE SNOWBOARDS is known for mainly selling snowboards and snowboarding gear, but this time they‟re back with another fitted baseball cap called the “Denim”.” (strictlyfitteds.com) “Ride snowboards are another popular, quality brand snowboard” (stanjotravel.com) •More support for the brand is seen in facebook conversations. All mentions are positive and express staunch support for the brand. “Nothing rides like a "RIDE”, vouches Kyle Owens. “A few of us over here at SnowAnd are huge Ride supporters and we're pulling for you guys for sure!” (Daily Snowboard Videos). Recommendations •The conversation is predominantly positive on the brand. However the number of opinionated conversation is comparatively less in blogs and twitter, whereas in facebook there is more support for the brand. It can be clearly seen that engagement and interaction is more in facebook driving more opinionated conversation. •More efforts are needed to increase engagement with those interested in snowboards and other company products. Facebook initiatives can be emulated elsewhere in social media. Ride SnowboardsSOCIAL LISTENERS
  5. 5. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Actionable Insights •There is less opinionated conversation. Posts are mainly Neutral in sentiment, indicating that they are mostly passing mentions of brand or marketing material. •Most conversation on „Snowboards‟ is happening in twitter and other social networking sites. It indicates that the conversation is happening among like minded individuals or circles with same interests. This can also mean high level of involvement among the participants. •The percentage of actively involved fans is very small, and most of the posts and comments are from even a smaller group of fans. It indicates that outside of this core fan group, there is nothing much offering areas of involvement for everyone. Ride SnowboardsSOCIAL LISTENERS
  6. 6. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards: Data Analysis Volume Analysis by Media 01 June – 14 July Ride SnowboardsSOCIAL LISTENERS
  7. 7. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Analysis of General Conversation 01 June – 14 July •There are a total of 3791 posts mentioning „snowboards‟ during the period 01-06-2011 to 14-07-2011. The conversations have been collected from 7 categories of social media including blogs, forum, social network including facebook, microblog twitter, wiki, video sharing sites and other media types. •The highest number of mentions were found in the category, „Microblog‟. It indicates that most conversation on snowboarding are happening in microblog sites such as twitter. This is followed by „Social Network‟ including facebook. All other social media sources account for below average conversation. Ride SnowboardsSOCIAL LISTENERS
  8. 8. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Analysis of Demographic Data 01 June – 14 July •There are a total of 1955 posts with known gender of the author and mentioning „snowboards‟ during the period 01-06-2011 to 14-07-2011. Out of this a meagre 368 mentions are from female as against 1587 mentions from males. This clearly indicates that the target audience for marketing right now would be male population in the social media world. •The age pattern of the known authors is clearly indicative of the fact that the most avid users of social media for conversation on snowboards are people in the age group of 25-34. The conversation starts from the age group of 18-24, reaches the peak with the age group of 25-34, diminishes with the age group of 35-49 and peters out after the age of 50. Ride SnowboardsSOCIAL LISTENERS
  9. 9. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Volume Analysis by Country 01 June – 14 July •Volume of mentions by Country for the given period clearly indicates that most of the conversation is happening in the United States, accounting for 3121 of the total mentions. United Kingdom comes in second place, but accounts for a meagre share of 134 mentions. Ride SnowboardsSOCIAL LISTENERS
  10. 10. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Volume Analysis by Domain 01 June – 14 July •Volume of Mentions by Domain shows that twitter is the most favoured social media for conversation on „snowboards‟. Within twitter, the domain twitter.com/shotgunboard accounts for the bulk of the mentions at 267. There are a few other twitter accounts that contribute to regular conversation on snowboards. Ride SnowboardsSOCIAL LISTENERS
  11. 11. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Volume Analysis by Word Cloud– 14 July The word cloud from Twitter and facebook mentions clearly indicates the buzz drivers for the brand. The launch of the new website is clearly a buzz driver, followed by launch of new line of products. Ride SnowboardsSOCIAL LISTENERS
  12. 12. …………………………………..…………………………… …………………………………..……………………………………………………………..………………………………………… Ride Snowboards Influencers by Klout Score 01 June – 14 July Ride SnowboardsSOCIAL LISTENERS
  13. 13. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Analysis Wall Posts Overtime 01 June – 14 July •There is considerable activity in the official facebook page of the company. Ride Snowboards has won 44880 fans and during the period of 01-06-2011 to 14-07-2011 has posted 120 wallposts. There have been 246 comments to the wallposts and the posts have won a total of 1469 likes during this period. SOCIAL LISTENERS
  14. 14. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Analysis Post Comments Overtime 01 June – 14 July SOCIAL LISTENERS
  15. 15. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Analysis The Most Active Conversation 01 June – 14 July •The wallposts on the official facebook page seems to be quite active with good number of likes for the top conversation. The most active conversation „Pay attention kids‟ have won 156 likes and 31 responses within a day of posting it in the wall. Similarly, the second most active conversation won 108 likes and 10 responses within two days of posting it. SOCIAL LISTENERS
  16. 16. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Analysis User Behaviour 01 June – 14 July •The data on Most Prolific posters as well as Most involved in discussions points to the fact that, it is the company account that accounts for most wall posts and comments alike. Out of the total fans of 44880, only 230 are actively involved in conversation amounting to just about 0.51% of the total fans. •Core fans involved in active posts and comments for Ride Snowboards amounts are just 51 amounting to 0.11% of the total fans. This core fans account for 34.7% of posts and comments on Ride Snowboards facebook page. SOCIAL LISTENERS
  17. 17. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Analysis Sentiment Analysis 01 June – 14 July •Sentiment analysis over time for facebook posts and comments indicate that the majority of mentions are neutral in sentiment. The percentage of neutral sentiments amount to 59.6%, followed by positive comments at 29% and negative comments at 11.4. SOCIAL LISTENERS
  18. 18. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Comparative Metrics Wall posts Overtime 01 June – 14 July •Burton Snowboards has a much more active presence in facebook as compared to Ride Snowboards both in number of fans and also in posts and comments. Burton has a fan count of 3,23,204 as against 44,880 fans for Ride. Similarly Burton has over thrice the number of posts in the given period when compared with Ride. •In the same way, the feedback from fans are also higher for Burton at 594 as against 246 achieved by Ride. Burton has won 7166 likes against 1469 won by Ride. SOCIAL LISTENERS
  19. 19. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Comparative Metrics Post Comments Overtime 01 June – 14 July SOCIAL LISTENERS
  20. 20. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Facebook Analysis Burton Snowboards: Sentiment Analysis 01 June – 14 July •Sentiment analysis over time for facebook posts and comments indicate that the majority of mentions are neutral in sentiment. The percentage of neutral sentiments amount to 61.2%, followed by positive comments at 29.5% and negative comments at 9.3%. SOCIAL LISTENERS
  21. 21. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Quotes: New Website Launch “Ride Snowboards have unveiled their new website last week and showed the world next season‟s kit for the first time.” http://www.natives.co.uk/go/news/%20%20Ride-Snowboards-unleash-new-website.html “On Fri, 17 June 2011, ridesnowboards.com awoke with a new face, which now highlights 2012 product and tech ranging from the lightweight and flexible Infinity Chassis found on revamped high‐end bindings like the El Hefe, to an entirely new line of gloves and helmets for snowboarders.” http://onboard.mpora.com/news/ride-snowboards-unveils-2012-products-website.html “the Ride Snowboards website is lookin FRESH with all the 2012 product & content on there!”. http://www.facebook.com/Jibtopia SOCIAL LISTENERS
  22. 22. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Quotes: Products “RIDE SNOWBOARDS is known for mainly selling snowboards and snowboarding gear, but this time they‟re back with another fitted baseball cap called the “Denim” http://www.strictlyfitteds.com/blog/2011/07/ride-snowboards-x-new- era%E3%80%8Cdenim%E3%80%8D59fifty-fitted-baseball-cap/ “The new concept E Ink Surf segmented display Ride snowboard by Continuum and developed by Espon is total Sports Techie. This prototype snowboard tells the time, speed, direction, mountain temperature, altitude and weather forecast data, plus has an e-mail inbox using bluetooth that can be read on a low powered technology flexible screen integrated onto the boards nose which syncs with an E Paper watch or smartphones.” http://sportstechie.net/e-ink-snowboard-display-prototype/ “The totally new Ride Snowboards Women‟s LXH Snowboard Bindings are created to absorb high speed turbulence and reinforces feel without dropping the response that both amateur and exceptionally skilled boarders need to have. Every detail, down to the buckle mechanics, have been scrutinized in search of the most responsive components ever to be used.” http://snowboardbindingspackage.zonesale.net/ride-snowboards-womens-lxh-snowboard-bindings/ SOCIAL LISTENERS
  23. 23. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Quotes: Promotions “RIDE snowboards is giving away free snowboard gear. All you have to do is use the RIDE search engine. You earn points for searching and these points can be used to buy gear from RIDE.” http://discount.wordwd.com/2011/07/11/cheap-air-travel-tickets-air-travel-tickets/ SOCIAL LISTENERS
  24. 24. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards Quotes: Reputation “Founded back in 1992 in Redmond Washington the RIDE Snowboard brand has evolved into a well oiled machine that is known for introducing new technology to the industry and setting themselves apart from the other brands. They‟ve recently teamed up with New Era Cap to unleash four new styles of caps.” http://neweracaptalk.com/blog/?p=22567 “The YKWII partnership with Ride Snowboards at Superpark®15 garnered more recognition than the rookie entry by Big Boulder Park‟s Videographer Trip Brown.” http://fresh.snowboardermag.com/feature/superpark-video-showdown-2011-brackets/ SOCIAL LISTENERS

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