Inspired by Iceland Social Media Monitoring Heartbeat October 17th, 2011

Inspired by Iceland Social Media Monitoring Heartbeat October 17th, 2011

Monitoring Objectives • Monitor current and potential buzz surrounding Inspired by Iceland; the new ad campaign; and Iceland related key phrases • Focusing on Twitter, Facebook, Blog, News, Forum posts • Measure sentiment surrounding Inspired by Iceland - both positive and negative • Understand how to tighten monitoring for future campaign strategies

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

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.

Inspired by Iceland Mentions Between 11.10 and 17.10 Most mentions in the U.S. and UK

Inspired by Iceland Sentiment Between 11.10 and 17.10

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 slip through the algorithm.

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.

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.

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

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

Inspired by Iceland Social Media Monitoring Heartbeat October 25th, 2011

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.

Inspired by Iceland Mentions Between 19.10 and 25.10 Most mentions in the U.S. and UK

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.

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

Inspired by Iceland Positive Sentiment Between 19.10 and 25.10 Each mention is regarding the Inspired by Iceland promotional video

Inspired by Iceland Positive Sentiment Between 19.10 and 25.10 News and Blog mentions for the Ólafur Ragnar Grímsson Inspired by Iceland video

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

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%

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 week • However, no Inspired by Iceland related content influencing, unlike previous week • Twitter and blogposts predominant - need to work on pushing YouTube and Facebook channels • Possible Twitter increase on 19th October due to popular ‘time lapse’ video being buzzed

Inspired by Iceland Social Media Monitoring Heartbeat November 3rd, 2011

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

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

Inspired by Iceland Mentions Between 28.10 and 03.11 Most mentions in the U.S. and UK; however, Iceland is not far behind

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

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11 Forum posts above tagged with ‘Inspired by Iceland’

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11 The above mention is in reference to the Ólafur Ragnar Grímsson Inspired by Iceland video, and is marked as being negative

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

Inspired by Iceland Positive Sentiment Between 28.10 and 03.11 Original campaign video Invitation campaigns Belgium

Inspired by Iceland Positive Sentiment Between 28.10 and 03.11 All related to ‘solo hiking’ video tagged under the ‘Inspired by Iceland’ phrase

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

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%

Conclusion • 96% favourability, although it’s more like 99% due to only one direct negative mention • Overall mentions dropped by 778 (38.2%) since last week • No Inspired by Iceland related content influencing, similar to last week • Twitter and blogposts predominant - need to work on pushing YouTube and Facebook channels • Possible Twitter increase due to the ‘solo hiking’ video being buzzed • Put a block on strange phrases like ‘viagra’ and ‘pharmaceuticals’

Inspired by Iceland Social Media Monitoring Heartbeat November 8th, 2011

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

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

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

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

Inspired by Iceland Negative Sentiment Between 02.11 and 08.11 All talking about the Iceland supermarket ad campaign

Inspired by Iceland Positive Sentiment Between 02.11 and 08.11 All relating to the original Inspired by Iceland video

Inspired by Iceland Social Media Monitoring Heartbeat October 17th, 2011