Inspired by Iceland
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Inspired by Iceland

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Inspired by Iceland




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Presentation on theme: "Inspired by Iceland"— Presentation transcript:

Slide1

Inspired by Iceland

Social Media Monitoring

HeartbeatOctober 17th, 2011

Slide2

Monitor current and potential buzz surrounding Inspired by Iceland; the new ad campaign; and Iceland related key phrasesFocusing on Twitter, Facebook, Blog, News, Forum postsMeasure sentiment surrounding Inspired by Iceland - both positive and negativeUnderstand how to tighten monitoring for future campaign strategies

Monitoring Objectives

Slide3

Inspired by Iceland Mentions Between 11.10 and 17.10

This graph represents the activity between the period 11.10 and 17.10 for all mentions tagged under the phrase “Inspired by Iceland”

Extremely high favourability rate

Slide4

Inspired by Iceland Mentions Between 11.10 and 17.10

1,338 social media mentions since the new ad campaign was launched

Blog and Twitter mentions most predominant

145 mentions via Twitter and 111 mentions via blogposts on 11th October (highest amount of mentions over the 11.10 - 17.10 period)

Other peaks include:

99 mentions via blogposts on 14th October

70 mentions via Twitter on 16th October

Both YouTube and Facebook are lacking in mentions in relation to the

‘Inspired by Iceland’ campaign. This is something to bear in mind.

Slide5

Inspired by Iceland Mentions Between 11.10 and 17.10

Most mentions in the U.S. and UK

Slide6

Inspired by Iceland Sentiment Between 11.10 and 17.10

Slide7

Inspired by Iceland Sentiment Between 11.10 and 17.10

Most social media mentions were tagged with no sentiment (which is a good thing);

299 mentions were tagged as being positive; 27 mentions were tagged as being

negative.

However, whilst monitoring negative mentions, we found that only one was related to the

campaign, with the rest related to other similar key phrases.For example, phrases related to a new advert for the UK supermarket chain Iceland.We have included filters to counteract non-related tags, but sometimes these slipthrough the algorithm.

Slide8

Inspired by Iceland Negative Twitter Mentions Between 11.10 and 17.10

The above tweet is the only negative mention we could find relating to the Inspired by Iceland campaign.

Slide9

Inspired by Iceland Positive Twitter Mentions Between 11.10 and 17.10

Here is an example of some of the positive Tweets related to Inspired by Iceland; with most in reference to the viral video, as well as one mentioning the Blue Lagoon live webcam.

Slide10

Inspired by Iceland Examples of Top Influencers Between 11.10 and 17.10

The Huffington Post is a top viral

Influencer

These are examples of positive Tweets that have been re-tweeted, influencing viral exposure

Slide11

Conclusion

98% favourability, although it’s more like 99% due to the supermarket related mentionsTwitter and blogposts predominant - need to work on pushing YouTube and Facebook channelsCreate tighter related phrases to eliminate any unwanted mentions

Slide12

Inspired by Iceland

Social Media Monitoring

HeartbeatOctober 25th, 2011

Slide13

Monitor current and potential buzz surrounding Inspired by Iceland; the new ad campaign; and Iceland related key phrasesFocusing on Twitter, Facebook, Blog, News, Forum postsMeasure sentiment surrounding Inspired by Iceland - both positive and negativeUnderstand how to tighten monitoring for future campaign strategies

Monitoring Objectives

Slide14

Inspired by Iceland Mentions Between 19.10 and 25.10

This graph represents the activity between the period 19.10 and 25.10 for all mentions tagged under the phrase “Inspired by Iceland”

Extremely high favourability rate

Slide15

Inspired by Iceland Mentions Between 19.10 and 25.10

2,034 social media mentions since

19.10

Blog and Twitter mentions most predominant, with Twitter being the preferred media overall

317 mentions via Twitter and 138 mentions via blogposts on 19th October (highest amount of mentions over the 19.10 - 25.10 period)

Twitter mentions dropped considerably to 137 mentions on 21st October and has remained consistent since

News mentions have been turbulent, starting with 47 on 19th October, rising to 74 on 21st, becoming non-existent 22nd and 23rd, then rising to 41 on 24th

Both YouTube and Facebook are still lacking in mentions in relation to the

‘Inspired by Iceland’ campaign.

Slide16

Inspired by Iceland Mentions Between 19.10 and 25.10

Most mentions in the U.S. and UK

Slide17

Inspired by Iceland Sentiment Between 19.10 and 25.10

Slide18

Inspired by Iceland Sentiment Between 19.10 and 25.10

Most social media mentions were tagged with no sentiment (which is a good thing);

345 mentions were tagged as being positive; 65 mentions were tagged as being

negative.

However, whilst monitoring negative mentions, we found that none of the mentions were

related to the Inspired by Iceland ad campaign.

Similar to last week, most phrases related to a new advert for the UK supermarket chain

Iceland. Although, some mentions were as a result of the phrase

‘Iceland’ being

marked as negative, but hold no relation to the Inspired by Iceland campaign.

See next slide.

Slide19

Inspired by Iceland Negative Sentiment Between 19.10 and 25.10

Both mention ‘Iceland’, with no real negative context, be were still marked as being negative

Below is a Tweet mentioning the Iceland supermarket

Slide20

Inspired by Iceland Positive Sentiment Between 19.10 and 25.10

Each mention is regarding the Inspired by Iceland promotional video

Slide21

Inspired by Iceland Positive Sentiment Between 19.10 and 25.10

News and Blog mentions for the

Ó

lafur Ragnar Gr

í

msson Inspired by Iceland video

Slide22

Inspired by Iceland Examples of Top Influencers Between 19.10 and 25.10

No direct influence

from Inspired by Iceland.

However, ‘time lapse’

video tagged under

Inspired by Iceland is a

great influencer

Slide23

Comparisons Between 11.10 - 17.10 and 19.10 - 25.10

This week has seen an increase in mentions by around 48% compared to last week.

Within these mentions, there has also been a change in how select media are being used. See below:

Mentions 11.10 - 17.10 19.10 - 25.10 +/-

Twitter 30.9% 53% +22.1%

News 16.2% 11% -5.2%

Forum 8% 6.5% -1.5%

Blog 37% 24.4% -12.6%

YouTube 3.8% 2.5% -1.3%

Facebook 3.8% 2.2% -1.6%

Sentiment 11.10 - 17.10 19.10 - 25.10 +/-

Positive 22.3% 16.9% -5.4%

Negative 2.0% 3.1% +1.1%

None 75.6% 79.8% +4.2%

Slide24

Conclusion

97% favourability, although it’s more like 100% due to the supermarket related mentions and

other Iceland related mentioned noted as being negative. No direct negative mentions - better than last weekHowever, no Inspired by Iceland related content influencing, unlike previous weekTwitter and blogposts predominant - need to work on pushing YouTube and Facebook channelsPossible Twitter increase on 19th October due to popular ‘time lapse’ video being buzzed

Slide25

Inspired by Iceland

Social Media Monitoring

HeartbeatNovember 3rd, 2011

Slide26

Monitor current and potential buzz surrounding Inspired by Iceland; the new ad campaign; and Iceland related key phrasesFocusing on Twitter, Facebook, Blog, News, Forum postsMeasure sentiment surrounding Inspired by Iceland - both positive and negativeUnderstand how to tighten monitoring for future campaign strategies

Monitoring Objectives

Slide27

Note: Due to back-end issues within our Heartbeat account, which were out of our control, there is a two day discrepancy, between 26th and 27th October, within the reporting

Slide28

Inspired by Iceland Mentions Between 28.10 and 03.11

This graph represents the activity between the period 28.10 and 03.11 for all mentions tagged under the phrase “Inspired by Iceland”

Extremely high favourability rate

Slide29

Inspired by Iceland Mentions Between 28.10 and 03.11

1,256 social media mentions since

28.10

Blog and Twitter mentions most predominant, with Twitter being the preferred media overall

129 mentions via Twitter on 1st November and 93 mentions via blogposts on 31st October (highest amount of mentions over the 28.10 - 03.11 period)

Blogposts irregular, with either an increase or drop of around 20 mentions per day. Twitter dropped on 29th October, but increased dramatically from 30th October

Both news mentions and forum mentions hit a peak on 28th October, but dropped considerably on 29th October

Both YouTube and Facebook are still lacking in mentions in relation to the

‘Inspired by Iceland’ campaign

Slide30

Inspired by Iceland Mentions Between 28.10 and 03.11

Most mentions in the U.S. and UK; however, Iceland is not far behind

Slide31

Inspired by Iceland Sentiment Between 28.10 and 03.11

Slide32

Inspired by Iceland Sentiment Between 28.10 and 03.11

Most social media mentions were tagged with no sentiment (which is a good thing);

277 mentions were tagged as being positive; 56 mentions were tagged as being

negative

However, whilst monitoring negative mentions, we could only find one related to the

campaign

Strangely, there were numerous forum mentions tagged under ‘Inspired by Iceland’

related to pharmaceuticals and viagra pills, which would explain the forum Increase.

See next slide

As per usual, there are numerous phrases related to a new advert for the UK

supermarket chain Iceland

Slide33

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11

Forum posts above tagged with ‘Inspired by Iceland’

Slide34

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11

The above mention is in reference to the

Ó

lafur Ragnar Gr

í

msson Inspired by Iceland video, and is marked as being negative

Slide35

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11

The above is in reference to the new Bon Iver music video that was filmed in Iceland. Marked

as being negative, but has no relevance to the Inspired by Iceland campaign

Both Tweets mentioning the UK supermarket

Slide36

Inspired by Iceland Positive Sentiment Between 28.10 and 03.11

Original campaign video

Invitation campaigns

Belgium

Slide37

Inspired by Iceland Positive Sentiment Between 28.10 and 03.11

All related to ‘solo hiking’ video tagged under the ‘Inspired by Iceland’ phrase

Slide38

Inspired by Iceland Examples of Top Influencers Between 28.10 and 03.11

No direct influence

from Inspired by Iceland.

However, ‘time lapse’

video and ‘solo hiking’ video tagged under

Inspired by Iceland are

great influencers

Slide39

Comparisons Between 19.10 - 25.10 and 28.10 - 03.11

This week has seen a decrease in mentions by around 38.2% compared to last week

Within these mentions, there has also been a change in how select media are being used. See below:

Mentions 19.10 - 25.10 28.10 - 03.11 +/-

Twitter 53% 46.4% -6.6%

News 11% 7.2% -3.8%

Forum 6.5% 7.2% +0.7

Blog 24.4% 34% +9.6

YouTube 2.5% 2.7% +0.2

Facebook 2.2% 2.7% +0.5%

Sentiment 19.10 - 25.10 28.10 - 03.11 +/-

Positive 16.9% 22% +5.1%

Negative 3.1% 4.4% +1.3%

None 79.8% 73.4% -6.4%

Slide40

Conclusion

96% favourability, although it’s more like 99% due to only one direct negative mentionOverall mentions dropped by 778 (38.2%) since last weekNo Inspired by Iceland related content influencing, similar to last weekTwitter and blogposts predominant - need to work on pushing YouTube and Facebook channelsPossible Twitter increase due to the ‘solo hiking’ video being buzzedPut a block on strange phrases like ‘viagra’ and ‘pharmaceuticals’

Slide41

Inspired by Iceland

Social Media Monitoring

HeartbeatNovember 8th, 2011

Slide42

Monitor current and potential buzz surrounding Inspired by Iceland; the new ad campaign; and Iceland related key phrasesFocusing on Twitter, Facebook, Blog, News, Forum postsMeasure sentiment surrounding Inspired by Iceland - both positive and negativeUnderstand how to tighten monitoring for future campaign strategies

Monitoring Objectives

Slide43

Inspired by Iceland Mentions Between 02.11 and 08.11

This graph represents the activity between the period 02.11 and 08.11 for all mentions tagged under the phrase “Inspired by Iceland”

Extremely high favourability rate

Slide44

Inspired by Iceland Mentions Between 02.11 and 08.11

1,426 social media mentions since

02.11

Blog and Twitter mentions most predominant, with Twitter being the preferred media overall

115 mentions via Twitter on 2nd November and 75 mentions via blogposts on 4th October (highest amount of mentions over the 02.11 - 08.11 period)

On the 5th November, all mentions decreased

Huge increase overall in News mentions, by around 160%; with 95 mentions on the 4th November. However, news mentions decreased to 11 mentions on 6th November

Both YouTube and Facebook are still lacking in mentions in relation to the

‘Inspired by Iceland’ campaign

Slide45

Inspired by Iceland Mentions Between 02.10 and 08.11

Most mentions in the U.S. and UK. Iceland has decreased in mentions compared to last week

Slide46

Inspired by Iceland Sentiment Between 02.11 and 08.11

Slide47

Inspired by Iceland Sentiment Between 02.11 and 08.11

Most social media mentions were tagged with no sentiment (which is a good thing);

374 mentions were tagged as being positive; 77 mentions were tagged as being

negative

However, whilst monitoring negative mentions, we found that none of the mentions were

related to the Inspired by Iceland ad campaign

As per usual, most phrases related to a new advert for the UK supermarket chain

Iceland. Although, some mentions were related to possible volcanic eruptions

Different to last week, various neutral mentions were related to the Inspired by Iceland

campaign, including what seems like positive mentions of the

’Pancakes with the

President’ campaign

Slide48

Inspired by Iceland Negative Sentiment Between 02.11 and 08.11

Blogpost referencing possible volcanic eruptions in Iceland; no relation to the Inspired by Iceland campaign

Slide49

Inspired by Iceland Negative Sentiment Between 02.11 and 08.11

All talking about the Iceland supermarket ad campaign

Slide50

Inspired by Iceland Positive Sentiment Between 02.11 and 08.11

All relating to the original Inspired by Iceland video

Slide51

Inspired by Iceland Positive Sentiment Between 02.11 and 08.11

Mentioning the latest Bon Iver music video

filmed in Iceland

Related to ‘solo hiking’ video tagged as ‘Inspired by Iceland’; similar to last week

Slide52

Inspired by Iceland Neutral Sentiment Between 02.11 and 08.11

News mentions linking to the

’Pancakes with the President’ campaign

Slide53

Inspired by Iceland Neutral Sentiment Between 02.11 and 08.11

All relating to the original Inspired by Iceland video and campaign

Slide54

Inspired by Iceland News Increase on 04.11

ePR distributed via MarketWire on 4th November. Then picked up by third party media, including finance.yahoo

Slide55

Inspired by Iceland Examples of Top Influencers Between 02.11 and 08.11

No direct influence

from Inspired by Iceland.

However, ‘time lapse’

video and ‘solo hiking’ video tagged under

Inspired by Iceland aregreat influencers

Slide56

Comparisons Between 28.10 - 03.11 and 02.11 - 08.11

This week has seen an increase in mentions by around 13.5% compared to last week

Within these mentions, there has also been a change in how select media are being used. See below:

Mentions 28.10 - 03.11 02.11 - 08.11 +/-

Twitter 46.4% 35.4% -23.7%

News 7.2% 18.7% +160%

Forum 7.2% 12.7% +76%

Blog 34% 27% -20.5%

YouTube 2.7% 3.2% +18.5%

Facebook 2.7% 2.7% 0%

Sentiment 28.10 - 03.11 02.11 - 08.11 +/-

Positive 22% 26.1% +18.6%

Negative 4.4% 5.3% +20.4%

None 73.4% 68.5% -6.6%

Slide57

Conclusion

95% favourability, although it’s more like 100% due to only one direct negative mentionOverall mentions increased by 170 (13.5%) since last weekNo Inspired by Iceland related content influencing, similar to last weekNews increase due to ePR published on the 4th November on MarketWire - shows the social power of ePRsTwitter and blogposts predominant overall

Slide58

Thank youNordic eMarketing