Tiger Woods – 1 month later
It's been about a month since the Tiger Woods scandal was in the news. So what's happened? Based on an analysis using SM2 from Alterian as well as a few other analytical tools, we took a look at the conversations occurring in social media. As one would expect, the topic is not as popular a story in social media anymore. However, there is still a lot of conversation that is occurring. And interestingly enough, sentiment is still extremely negative. Apparently, it will take some time for Tiger to rehabilitate his reputation. Former sponsors that have distanced themselves from Tiger, seem to have improved their reputations. Those that are still associated with Tiger, continue to have a negative perception. Our team has found some very interesting insights:
- The busiest day for social media was December 3, after Tiger released his public statement.
- Many more women expressed an opinion than men, yet negatives equaled positives for each gender.
- Men tired of the story in the news much faster than women.
- Twitter sentiment was 67% negative to 4% positive.
- Recently positive sentiment has increased to 13%, but negative has also grown to 71%.
- The most watched video was from Taiwan, showing that the story had an international audience.
- Brand mentions decreased significantly one month later. However, those still associated with Tiger have high negative sentiment.
Please read the entire report below.
The impact of social media on wine.
We recently had the opportunity to analyze the impact that social media has had on the wine industry. This study was different from past Lift9 work that you may have seen as it was focused on an industry rather than on a specific brand. We hope that you find this presentation interesting and that it also shows how we actually provide the "So What" that gets beyond the pretty graphs.
As you can see, social media really mixes well with wine. Via the use of all social media platforms like Twitter, Facebook, Linkedin, communities, video, and of course, blogs, an extremely experiential product that works well socially has become an extremely infectious social media experience.
Some key statistics that we have found:
- 700,000 people watch wine related videos each month.
- Over 7000 wine tweets/ day
- Over 1300 wine bloggers
- The wine experience has become portable with over 300 iPhone apps.
Although data on aggregate wine sales as a result of social media activity is limited, we have observed significant new behaviors such as #winewednesday on Twitter and virtual tastings that have no doubt had an impact on wine sales, and word of mouth.
As a result, the adoption of social media by wineries has accelerated. Many wineries have an active presence on Twitter and even more have fan pages on Facebook. What do you think of this trend? Will we see other alcoholic beverages follow wine's lead in social media?
Creating Momentum at Lift9
Lift9's business concept is repeatedly validated as I speak with industry leaders and experts. Now, however, comes the real execution points where we ask customers for money and continuously prove our value. That takes a lot of focus, time and energy.
During this process, I've thought a lot about momentum. I'm convinced that Lift9 is in an exciting new space and offer a viable differentiating value with its low-cost access to actionable insights into social intelligence. We provide the heavy-lifting research that makes social monitoring tools' outputs more meaningful to their audience.
Most companies in our space want to be upstream from us and provide social media strategy & engagement services. Those are critical and important components of an overall social media solution. However, it is difficult to ideate a strategy without the data first making sense.
Lift9 really does provide the "so what" of social media reports so brands can strategize, sell, market, engage, create, service, educate, and so forth.
So now, how does Lift9 create the necessary momentum? How do we create the velocity around our services, because the "mass" (or interest) in social media solutions is already huge?
We will first make sure that there is a proper framework for all the data that we collect for a customer. The framework will be built around the marketing and business goals of the customer brand. We will prove our value on each and every output for our customers. We will focus on targeted listening so that the mountain of data doesn't intimidate us from finding the diamonds in the data. Lift9, with its research center, will listen across different data sets in today's multi-channel consumer environment. We will also work with strategic partners to make sure that the customer receives complete solutions for their needs.
Right now, our inertia will come from a few partner customers. This starts the momentum, which we don't take lightly. Momentum can go one of two ways -- positively or negatively. We must remain customer-centric and continuously prove our value. That is our commitment to our customers and to ourselves.
- John Song
Asking the ‘So What?’ of Social Media Monitoring Reports
Ever been at a party when a person recites some interesting stats?
"Did you know that Washington DC has the largest disproportional number of females to males of all major US cities?" "Did you know that 47% of all ventured-back American startup companies had a founder or co-founder who was born outside the US?"
Sure you have. Most react to such insights with genuine initial interest, but then quickly move onto other topics. The stats serve mainly as entertainment value.
Well, some of the social media monitoring reports come off the same way. Initially, they are interesting tidbits and fun to review, but the takeaways are at times very shallow. The reviewers of such information don't always have the time or the proper structure to dig deeper to find actionable results.
Pretty graphs and reports are only worth the paper that they are printed on unless that information provides actionable insights that lead to moving toward a desired goal. This could mean asking more penetrating questions that once answered lead to such compelling insights. This is a fluid circular process of gathering data, analysis, aligning with marketing goals, filtering out actionable insights, implementation, measurement. Standard reports, therefore, generally fall short as it only gathers data with cursory insights.
That is why when I really want to have a meaningful conversation, it is usually one-on-one or in small groups, and not at a party. For social media reports, ask the "so what?" and make the information come alive and actionable.