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Back to School: How The Major Retailers Fared on Social Media

Taking advantage of the immense amount of social chatter about Back-to-School shopping, I worked with MutualMind to understand the who, what and where of these conversations. The social listening campaign was set up to collect any mention of “Back to School” and one of the following six retailers - Walmart, Target, Kohl’s, JC Penney, Kmart and Amazon. After the collection, our analysts took a deeper dive into the dataset to tag content based on whether a mom, dad, student or teacher was the one making the post. They also tagged content by the grade the student was going into.

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Back to School: How The Major Retailers Fared on Social Media

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  1. MindMeld- Back To School? #ListenSmarter August 2014

  2. Topics on the Table? Headline Here Sub-headline, date, event or other details can go here 1. Study Overview? 2. Retailer Breakdown? 3. Product Breakdown? 4. MutualMind Command Center? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 2

  3. Back to School? Study ? Overview? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 3

  4. Study Overview? Executive Summary? •  The  date  range  of  this  study  is  August  1st   through  August  25th.  During  that  7me   there  were  a  total  of  32,822  men)ons  of   one  of  the  retailers  and  the  phrase  “back   to  school”.     •  The  majority  of  the  conversa7ons  had  a   posi7ve  sen7ment.  Marketers  can  take   advantage  of  the  excitement  of  Back  to   School  shopping  to  boost  sales  and   profits.     •  Moms  of  elementary  school  children   most  oHen  disclosed  the  grade  her  kids   were  going  into.  These  were  found  most   regularly  in  blogs.       •  TwiIer  made  up  the  majority  of  content.   Because  of  TwiIer’s  quick  and  easy   nature,  many  users  may  choose  to  make   posts  while  out  and  about  from  their   mobile  devices.  This  is  oHen  the  Real-­‐ Time  posts  that  are  happening  NOW.     All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 4

  5. Study Overview? Executive Summary? •  Students  created  videos  and  uploaded  to   YouTube  to  show  off  the  purchases  they  made.   You  no  longer  have  to  wait  for  the  first  week  of   school  to  show  off  all  of  your  new  ouTits,  and   you  have  the  poten7al  of  sharing  with  a  much   larger  number  of  people.  Youth  today  play  an   incredible  role  as  online  influencers  for  their   favorite  brands.       •  Target  is  winning  the  social  sphere  for  Back  to   School    by  crea7ng  discussion-­‐worthy  shopping   experiences  and  content.  Amazon,  while  arguably   an  even  beIer  experience  for  a  7me-­‐starved   mom  isn’t  geWng  NEAR  the  passion  and  fervor.     •  Back  to  School  excitement  isn’t  about  the  stuff  on   the  school  supply  list  –  that’s  “have  to  have,”  and   doesn’t  ignite  emo7on.  Apparel  is  where  retailers   should  focus  their  growth  efforts,  as  customers   are  more  willing  to  discuss  (and  poten7ally  buy)   these  wares.     All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 5

  6. Study Overview? Introduction and Scope? •  Back  to  school  oHen  has  a  bit  of  nostalgia  associated  with  it.  Adults  (and  some  older   students)  remember  shopping  for  crayons  and  new  spirals  fondly.  Before  embarking   on  a  new  school  year,  students,  parents  and  teachers  hit  the  sales  for  school  supplies   and  new  aWre.  Marketers  have  taken  this  opportunity  to  capitalize  on  consumers  who   will  be  shopping  during  this  7me.     •  This  year,  MutualMind  decided  to  do  a  study  to  determine  the  who,  what  and  where   of  back  to  school  shopping.  Using  keyword  based  listening  and  manual  tagging  of   content,  we  were  able  to  understand  who’s  talking  about  back  to  school  shopping,   what  they’re  talking  about  purchasing  and  where  they’re  going.   •  To  achieve  our  social  listening  objec7ves,  we  setup  advanced  keywords  that  would   collect  any  men7on  across  all  the  major  social  networking  and  news  sites  that   men7oned  “Back  to  School”  AND  one  of  the  following  retailers:   •  Walmart   •  Target   •  Kohl’s   •  JC  Penney   •  Kmart   •  Amazon   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 6

  7. Study Overview? Study Design? •  For  each  retailer,  we  set  up  a  keyword  with  several  varia7ons  of  their  name  based  on   previous  research  on  how  people  refer  to  the  brand.  For  example,  we  would  include   hashtags,  TwiIer  handles  and  common  spellings-­‐   •  (walmart  OR  #walmart  OR  @walmart  OR  “wal-­‐mart”  OR  “wal  mart”)   •  Further,  we  would  make  each  keyword  more  advanced  by  using  an  “and”  Boolean   search  clause.  This  will  ensure  that  the  only  data  collected  included  men7ons  of  “back   to  school”  or  its  common  variants  as  well  as  one  of  the  aforemen7oned  retailers-­‐   •  (“back  to  school”  OR  backtoschool  OR  #backtoschool)   •  While  this  setup  has  the  poten7al  of  missing  some  relevant  posts,  the  design  was  to   aid  in  collec7ng  less  but  highly  relevant  content.   •  Once  content  was  collected,  we  studied  each  post  and  tagged  it  with  an  appropriate   tag.  Custom  tags  were  created  to  organize  content  by  the  grade  the  student  was  going   into  (or  teacher  taught),  and  whether  the  author  of  the  post  was  a  mom,  dad,  student   or  teacher.  Posts  were  only  tagged  if  the  content  of  the  post/bio  made  it  possible  to   tag  with  accuracy.     All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 7

  8. Study Overview? Keywords  Setup   Custom  Content  Tags   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 8

  9. Study Overview? ? 36,000 Foot View? Below  you’ll  see  the  high  level  insights  of  the   en7re  campaign.       •  The  study  was  conducted  for  August  1st   through  August  25th.  During  this  7me,   there  was  a  total  of  32,822  men7ons.  On   Monday  August  11th,  there  were  1,801   men7ons-­‐  the  peak  of  the  25  day  study.   Saturday  August  16th  saw  the  least   number  of  men7ons  with  721.   •  The  majority  of  the  content  came  from   TwiIer  (79  percent)  but  blogs  made  up  a   large  percentage  of  the  source  makeup   as  well  (9  percent).  Much  of  the  blog   content  analyzed  came  from  mothers   wri7ng  about  their  children’s  first  day  of   school  and  their  back  to  school  shopping   experience.  Facebook  was  the  third  most   popular  source  (5  percent),  followed  by   news,  Tumblr  and  YouTube.   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 9

  10. Study Overview? ? Total Sentiment? Total Mentions by Retailer? Walmart     30%   Amazon   14%   JC  Penney   4%   Target   32%   Kmart   6%   Kohl’s     14%   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 10

  11. Study Overview? ? Sample Content? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 11

  12. Back to School? Retailer ? Breakdown? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 12

  13. Retailer Breakdown? Target? It  may  come  as  a  surprise  to  some  that  Target   actually  exceeded  Walmart  by  holding  two   percent  more  of  the  conversa7ons  on  back  to   school  shopping.  Target  carries  trendy   clothing  for  all  ages  as  well  as  school  supplies   and  aHer  school  snacks.     There  were  100  tagged  pieces  of  content   where  Target  was  also  men7oned.     •  16%  nega7ve   •  78%  posi7ve   The  average  Klout  score  of  this  group  was  34   with  a  reach  of  38,816.   •  •  •  All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 13

  14. Retailer Breakdown? Walmart? More  teachers  talk  about  shopping  at   Walmart  during  ‘Back  to  School’  than  Target.     The  tags  for  moms,  kindergarten  and  first   grade  were  all  s7ll  first  second  and  third  by   volume,  but  the  quan77es  were  less  than   those  for  Target.   There  were  66  tagged  pieces  of  content   where  Walmart  was  also  men7oned.     •  17%  nega7ve   •  76%  posi7ve   •  •  •  All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 14

  15. Retailer Breakdown? Amazon? The  kindergarten  and  teacher  tags  were  both   higher  on  the  Tags  by  Volume  for  Amazon   than  they  were  for  Target  and  Walmart.   When  going  through  the  content,  we   discovered  that  a  lot  of  those  talking  about   shopping  on  Amazon  during  ‘Back  to  School’   were  talking  about  purchasing  books.     There  were  25  tagged  pieces  of  content   where  Amazon  was  also  men7oned.     •  20% negative •  80% positive •  •  •  All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 15

  16. Retailer Breakdown? Kohl’s? Moms  and  students  talked  about  shopping  at   Kohl’s  during  ‘Back  to  School’  more  than   teachers.  This  is  probably  because  the   students  and  their  mothers  are  more  likely  to   need  to  shop  for  apparel  than  a  teacher   would.     There  were  9  tagged  pieces  of  content  where   Kohl’s  was  also  men7oned.     •  11% negative •  56% positive The  average  Klout  score  of  this  group  was  24   with  a  reach  of  386.   •  •  •  All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 16

  17. Retailer Breakdown? JC Penney? Moms  are  s7ll  ranked  as  the  number  one  tag   by  volume  for  JC  Penney.     There  were  8  tagged  pieces  of  content  where   JC  Penney  was  men7oned.     •  0%  nega7ve   •  100%  posi7ve   The  average  Klout  score  of  this  group  was  71   with  a  reach  of  32,066.   •  An  influencer  known  as   @OurOrdinaryLife  tweeted  several   7mes  about  her  shopping  trip  with  her   daughter.  She  tweeted  posi7vely  about   the  experience  with  her  kindergartener.     •  •  •  All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 17

  18. Retailer Breakdown? Kmart   There  was  no  content  that  was  tagged  as   Kmart  and  any  of  the  custom  tags.     •  All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 18

  19. Back to School? Product ? Breakdown? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 19

  20. Product Breakdown? •  As  for  the  ‘what’  people  are  shopping  for-­‐  we  did  a  search  using  our  robust  post   collec7on  filters  of  some  of  the  items  we  thought  would  be  the  most  popular.  Here  is   the  breakdown  for  the  following  items-­‐   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 20

  21. Product Breakdown? Apparel ? To  understand  beIer  what  people  were  shopping  for,  we  did  a  post  collec7on  search   using  the  following  Boolean  logic  (similar  logic  was  used  in  the  rest  of  the  Product   Breakdown  sec7on  of  this  report)-­‐    ouTit  OR  ouTits  OR  #ouTit  OR  #ouTits  OR  shoes  OR  #shoes  OR  apparel  OR  #apparel  OR   clothes  OR  #clothes   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 21

  22. Product Breakdown? Backpacks? backpack  OR  #backpack  OR  backpacks  OR  #backpacks   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 22

  23. Product Breakdown? Pens/Pencils? pen  OR  #pen  OR  pencil  OR  #pencil  OR  pens  OR  #pens  OR  pencils  OR  #pencils   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 23

  24. Product Breakdown? Spirals/Notebooks? Spiral  OR  spirals  OR  #spiral  OR  #spirals  OR  "note  book"  OR  notebook  OR  #notebook  OR   "note  books"  OR  notebooks  OR  #notebooks   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 24

  25. Product Breakdown? Crayons/Markers? Crayons  OR  #crayons  OR  crayon  OR  #crayon  OR  markers  OR  #markers   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 25

  26. Product Breakdown? Folders/Binders? folder  OR  folders  OR  #folder  OR  #folders  OR  binder  OR  #binder  OR  binders  OR  #binders   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 26

  27. Back to School? MutualMind Command Center? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 27

  28. MutualMind Command Center? The  MutualMind  command  center  provides  visualiza7on  for  Real-­‐Time   analy7cs  and  monitoring   All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 28

  29. MutualMind Command Center? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 29

  30. MutualMind Command Center? All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter 30

  31. @mutualmind info@mutualmind.com 214.699.9424 16200 Addison Road, Suite 100 Addison, TX 75001

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