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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?
9/12/2013
50%
75%
100%
% Spelled as Colombia
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9/12/2013
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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Please tweet! #ACEI @LoveStats @PeanutLabsMR
Please tweet! #ACEI @LoveStats @PeanutLabsMR
Please tweet! #ACEI @LoveStats @PeanutLabsMR
Please tweet! #ACEI @LoveStats @PeanutLabsMR
Please tweet! #ACEI @LoveStats @PeanutLabsMR
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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
200May 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
2011Q1
2011Q2
2011Q3
2011Q4
2012Q1
2012Q2
2012Q3
2012Q4
2013Q1
2013Q2
2013Q3
Canada Colombia
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Positive Conversations Conversaciones Positivas
30%
40%
50%
60%
2011Q1
2011Q2
2011Q3
2011Q4
2012Q1
2012Q2
2012Q3
2012Q4
2013Q1
2013Q2
2013Q3
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%
SofiaSophiaSophieSofie
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Volume of Conversations Volumen de Conversaciones
0
10000
20000
30000
40000
2011Q1
2011Q2
2011Q3
2011Q4
2012Q1
2012Q2
2012Q3
2012Q4
2013Q1
2013Q2
2013Q3
Shakira Sofia
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Positive Conversations Conversaciones positivas
10%
30%
50%
2011Q1
2011Q2
2011Q3
2011Q4
2012Q1
2012Q2
2012Q3
2012Q4
2013Q1
2013Q2
2013Q3
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
www.peanutlabs.com
facebook.com/anniepettit
twitter.com/lovestats
linkedin.com/anniepettit
Muchas Gracias!