Samepoint:Target Canada Social Media Audit - June 2013

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Big Data Driven Personas

Samepoint Monthly Social Media Report© 2013 Samepoint LLC. Confidential & Proprietary

Target Canada Transformation

June, 2013

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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

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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.


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“target canada

Donates $50,000 for

Alberta flood Relief”

…..

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Chatter Spikes Leveling Out from May to June

Under 100 comments per day


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Overall Feb – June Chatter Per Month

Pre-Marketing Buzz

Chatter Decline

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Social Footprint 05/01/2013 – 06/26/2013

Twitter and Facebook remain to dominate the chatter for now. No significant difference from May to June.


May 2013 June 2013

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June 2013

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Canada Wal-mart Conversations Overall

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06/01/2013 – 06/26/2013 Canada Wal-mart Conversations

Random, however 29% were about the Bus Shelter

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Wal-mart Mobile Store Chatter decline

18 reviews

Search term: walmart bus shelter mobile

canada

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Target Stores / Wal-mart Conversations

May 2013

June 2013

More mentions for June

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Wal-mart Canada Mentions

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Big Data Created Focus Group


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Target Canada Stores with the Most Buzz 06/01/2013 – 06/26/2013


Indicates Stores With Most Buzz

No Significant Change From May

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Data Driven PersonasWe have built data drive personas to describe the early Target Canadian customer.

I am Susan Desperado. My Personawas created using hundreds of comments

I am not happy with the new Targetin my neighborhood. I am going to Walmart


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Data Driven Personas

Target is ..

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Empty Shelves!

Lisa Stockton Lisa is upset that there shelves are empty.

"target canada"~4 .. And Out of stockQuery:


Headed out on a shopping venture to the new

target @ tillicum. What a disappointment. Yes,

they do have staff, now that is a good thing

nowadays BUT no stock. Such a huge store

with so many empty shelves. of course, had

to get a rain check on the item I was there for.

Prices no big deal - can do better almost

anywhere if you watch the sales. So far not

worth the trek across town!!!

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Stores Lisa Can’t Find Items

May 2013

June 2013Only was able to identify target @

tillicum

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I love Target Canada

Jakie Amore Jacke Loves Target

love AND "target canada"~4Query:

“RT @cdnfan75: Thanks to @target_ca & @RevlonCanada for my #FridayFanLove gift basket! I love it!”


No big Change for May .. Jackie still in love.. But ….

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Not many June mentions Of Love

Love .. But.. Not Often


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How Jackie defines Love


Retweets Up 12% About Love now at

22%

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Jackie’s Store Foot Print


May 2013 June 2013

Target Burlington Love On The Rise

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Target Canada Is Exactly Like Zellers


John Zell Previous Zellers ShopperLooking 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 ZellersExactly Like Zellers

("Target is Just" AND zellers) OR ("miss zellers"~4 AND target) OR ……………..

Query:

“I was expecting so much more from Target than just being a glorified Zellers. :( “

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John’s Verbatim

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Ways John Zell Describes His Case


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John Zell’s Footprint

Note: Samepoint extracts stores using natural language processing. Sources do not have stores defined.


April

April 2013May /June 2013

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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.

"walmart cheaper"~3 targetQuery:

“ target : expect more, pay less. So I go to target and everything is cheaper at walmart okay target Canada sucks basically. Yay.”

@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.

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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.

The people of Whitby are not impressed to see higher prices @target_ca then at Walmart.

@Strombo_joeygal @target_ca Walmart has always been cheaper

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Jane Shopper’s Footprint June Update..no change


April

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“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?

“Miss zellers”Query:

“RIP zellers miss u ”


“I miss working at zellers so freaking much”.

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How Dennis Remembers Zellers

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Foot Print : Undefined

Only One Store was identified: Target Campbell River

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Still Steady Chatter In June

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Not Coming back

Susan DesperadoPrevious Zellers ShopperNot 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

"target sucks canada"~2Query:

“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”.

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Footprint: we Expanded the Query

Now we are tracking works like hate, suck and use of profanity

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Hate on the Decline

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Thank you


For more information, feel free to contact Darren Culbreath [email protected]