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Archive for February, 2011

Twitter goes Hollywood: Tweet analysis of the 83rd Academy Awards

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We tracked more than a million tweets during this year’s Oscars telecast (along with partner Mass Relevance). So what did Twitter think of the show? Here’s our analysis of key moments and tweets from the show. Click here to view the full size version of this infographic.

Twitter got pretty excited when:

  • Melissa Leo dropped the f-bomb during her Best Supporting Actress speech
  • Toy Story 3 won Best Animated Feature
  • Trent Reznor and Atticus Ross won Best Original Score for The Social Network
  • The cast of Harry Potter, Twilight and other films were autotuned
  • Oprah announced the Best Documentary Feature award (and when Banksy didn’t win for Exit Through the Gift Shop)
  • Natalie Portman won the Best Actress Oscar
  • The King’s Speech won for Best Picture

Other spikes were when:

  • Mila Kunis and Justin Timberlake presented the animated awards
  • James Franco dressed as Marilyn Monroe
  • Christian Bale won Best Supporting Actor
  • Mandy Moore and Zachary Levi’s performed the Oscar-nominated song from Tangled
  • Colin Firth won the Best Actor Oscar
  • PS22 sang Somewhere Over the Rainbow

By the way, our predictions for the big three Oscars were correct! As we dig more into the data over the next few days, we’ll be posting additional Academy Award tweet analysis here.

Written by admin

February 28th, 2011 at 1:08 pm

Posted in Events,Trends

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So, did Twitter correctly predict this year’s Oscar winners?

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Last week, we used a chunk of tweets about the Academy Awards to attempt to predict who would win the Oscars. Our main assumption was that the actors and film that generated the largest reach would be the ones to win. Based on that assumption, our Oscar winner predictions were:

  • Best Supporting Actress: Hailee Steinfeld
  • Best Supporting Actor: Geoffrey Rush
  • Best Actress: Natalie Portman
  • Best Actor: Colin Firth
  • Best Picture: The King’s Speech

So, how did we do? Was our particular method of tweet analysis a winning one? Here are the actual winners (our predictions are in brackets, correct ones in green, wrong ones in red).

  • Best Supporting Actress: Melissa Leo [Hailee Steinfeld]
  • Best Supporting Actor: Christian Bale [Geoffrey Rush]
  • Best Actress: Natalie Portman [Natalie Portman]
  • Best Actor: Colin Firth [Colin Firth]
  • Best Picture: The King’s Speech [The King’s Speech]

So, we did pretty well! We got the big three – best actor, actress and film. We missed the supporting actor and actress categories, but we used a different analysis method for those categories, so that might have something to do with. We’ll post a more detailed analysis of our Oscar data later this week, including a review of these predictions and explanation of our methodology. For now, we just wanted to give you the update. More soon!

Written by Jenn D

February 27th, 2011 at 10:42 pm

Posted in Trends

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Taking advantage of the free 50-tweet TweetReach report

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Every day, thousands of people run a free snapshot report at tweetreach.com. These free snapshot reports analyze up to 50 tweets from the past 3-7 days about any topic. You can search for a keyword, hashtag, URL, username, brand or product name, or any combination of those. You can even filter your results to a specific date or use other advanced search operators. You’ll get a full analysis of those 50 tweets, including metrics about reach, exposure, and contributors and some pretty charts like this one here.

Interpreting Your Results

When interpreting your results, it’s important to remember that the free report shows only the most recent 50 tweets for a search term. So the report you run right now could look very different than the report you ran yesterday, or even an hour ago. Even so, after time, you can start to get a pretty good sense of what kinds of numbers are appropriate for your particular search term. Here are some guidelines for how to interpret your 50-tweet report. We also have a detailed explanation of how to interpret a full 1,500-tweet report.

Exposure

In a 50-tweet report, the overall exposure could be anywhere from a few thousand to a hundred thousand.  On average, a free report will generate somewhere between 20,000 and 50,000 impressions. If your exposure is more than 50,000 in a 50-tweet report, that’s generally good – your message is spreading. Exposure is our count of total impressions generated by a search term.

Reach

For 50 tweets, reach will likely fall between 1,000 and 100,000. The reach number represents the total number of unique Twitter accounts that tweets about the search query were delivered to – it’s a measure of your potential audience. So, if in 50 tweets, your search term only reached a few thousand people, that’s pretty low. Are most of the tweets @ replies? Are many of the tweets posted by the same person or few people? On average, a 50-tweet report will reach somewhere between 10,000 and 30,000 people. If your reach is more than 30,000 in a 50-tweet report, that’s great. That likely means one or more well-connected people have tweeted about your topic and a wide variety of different people are tweeting.

Reach:Exposure Ratio

If you divide your exposure number by your reach number, you’ll end up with your reach:exposure ratio, which will fall between 0 and 1. There’s a in-depth discussion of the reach:exposure ratio here, but basically, you want to aim for something 0.2 or higher, with most reports falling between 0.2 and 0.6. The closer this number is to 1.0, the more distinct and separate contributors are represented in this report. That means a variety of people from all over Twitter – each with their own unique set of followers – are tweeting about this topic.

Contributors

Sometimes, a 50-tweet report will include tweets from 50 different people. That’s actually pretty rare; generally, most 50-tweet reports include tweets from 25-45 people. If the number of unique contributors is lower than 20, then one or more people are tweeting repeatedly about your term. Is this something you should be concerned about? It will depend on your situation, so look closely at the top contributors. Is someone spamming his/her followers about this topic?

Tweets

If your search term hasn’t generated 50 tweets in the past few days (i.e., if the free report returns fewer than 50 tweets), why? If you ran a report that only looked for tweets from a specific Twitter account (from:username), then that probably won’t have 50 full tweets in it. But most other terms should get to 50 tweets in a week. What can you do to get more people talking about this topic? Start thinking about what you can do to increase the conversation around this topic.

Report Ideas

You can actually learn a lot about a topic in just 50 tweets. Here are some ideas for how you can use the free report to help measure your impact and get more out of Twitter.

Track your numbers over time. Run a report for your brand or company every morning. Are your metrics growing? Who are your biggest advocates? What can you do to improve these numbers?

Monitor your competitors. Run a report every week for each of your competitors. Enter their stats in a spreadsheet. Use these baseline numbers as a guide to see how you stand up to the competition over time.

Count retweets. The query from:username OR “RT @username” will return tweets from and retweets of a particular Twitter account. It’s a great way to see the reach of your recent tweets and how many retweets you’re generating.

Find new blogs. Search for important keywords for your company or industry and add filter:links to your query. This will return only tweets with links in them, and could lead you to some new reading material.

Watch news spread. Enter a URL or short quote from a press release or blog post you just published. Run a report once an hour to see how the article is spreading around Twitter.

So, what are you waiting for? Give it a try and see how your numbers stack up! It’s totally free to run a 50-tweet report and you we won’t ask you to log in or give us your email address. And if you want more than 50 tweets, you can always buy the full report for your search query, which will include up to 1,500 tweets from the past few days .

Written by Jenn D

February 23rd, 2011 at 3:42 pm

Posted in Guides

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The King’s Tweets: Twitter predicts a big night for The King’s Speech at Oscars

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We’ve been tracking tweets about the Academy Awards for about a month. In that time, 213 thousand people have tweeted more than 417,000 times about the Oscars, reaching 59 million unique Twitter accounts and generating more than a billion impressions.

Over the past month, we’ve used a variety of methods to attempt to predict who will win the 83rd Academy Awards, based on tweets about the nominees. This post includes our third and final round of predictions. (See our first and second rounds here.) So, here are our final Academy Award winner predictions, based on the cumulative unique reach* of the nominees.

  • Best Supporting Actress: Hailee Steinfeld (True Grit)
  • Best Supporting Actor: Geoffrey Rush (The King’s Speech)
  • Best Actress: Natalie Portman (Black Swan)
  • Best Actor: Colin Firth (The King’s Speech)
  • Best Picture: Black Swan The King’s Speech

Here’s the full list of the ten Best Picture nominees, sorted by reach.

While there are more tweets (and a higher reach) in the Black Swan Tracker than in any other film’s Tracker, this is one of the noisier Trackers we’re running. A number of tweets about Black Swan aren’t actually related to the film (many are related to the ballet or are generic references to the term “black swan”). Because of this, its position at the top of the list of Best Picture nominees is tenuous. As a comparison, a majority of the tweets in The King’s Speech Tracker are related directly to the film. Given that, we believe The King’s Speech to be the true front runner in the Best Picture race.

As a reference, here are our week-by-week comparisons.

We’ll be monitoring tweets as they come in during the awards show on Sunday, so follow @tweetreachapp on Twitter and check back here next week to see what Twitter thought of the Oscars and the award winners.

*Reach is the total number of unique Twitter accounts that received tweets about the Academy Awards. These data reflect cumulative reach since January 24, 2011. To measure reach, tweet volume and other stats, we set up a TweetReach Tracker for each Best Picture, Best Actor and Best Actress nominee.

Written by Jenn D

February 22nd, 2011 at 12:45 pm

Our full analysis of tweets about Super Bowl XLV advertising

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During this year’s Super Bowl, we monitored Twitter conversation about the 26 major brands advertising during the game. From those tweets we compiled an in-depth report on Super Bowl XLV advertising. Below is a summary of that report.

The full 62-page report is based on 374,987 tweets about 26 brands and 47 commercials. The report includes brand by brand comparisons, metrics such as tweet volume, impressions and share of voice, as well as detailed discussion of successful advertising strategies. You can purchase the full Super Bowl tweet analysis report here.


Super Bowl Twitter Analysis Summary

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Written by Jenn D

February 17th, 2011 at 8:09 pm

Chrysler Imported from Detroit ad wins Super Bowl XLV

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As always, this year’s Super Bowl ads generated lots of conversation. We posted an analysis of overall Super Bowl ad winners based on tweets, but we wanted to have a more in-depth discussion here about some of the individual ads.

One of the most-buzzed about Super Bowl ads was the Groupon Tibet ad. Many people are discussing this ad, debating whether it was offensive or hilarious. No matter what you think of it, the Groupon Super Bowl ad got people talking.

But for us, the big Super Bowl ad surprise was the Chrysler Imported from Detroit commercial. Not only was this one of our personal favorites of the night, but it seemed to be Twitter’s favorite, too. We tracked more than 38,000 tweets about this ad during the game, making it the most-tweeted about ad of Super Bowl XLV, even beating out those Doritos and Bud Light commercials. In the minute immediately following the ad, conversation about Chrysler peaked at 2,816 tweets in a single minute.

As soon as the game was over, I asked around about what people thought about the ads. Overwhelmingly, people loved the Chrysler ad. Here are a few of their thoughts:

As a former Detroiter and someone who has much love for the city (hopes to end up there one day again), and has made no secret about her love for Eminem, that Eminem/Chrysler ad just made the “Superbowl commercials” for me. I felt it – it made the hair on my arms stand up – you know he loves the city. It just reminded me of the spirit and heart in that city! -Maegan S.

I have to say overall American Car companies stepped up their advertising. Fewer Midwestern guys in trucks and more “stuff I’d like to buy”. -DJ S.

The Detroit commercial was amazing – such a wonderful depiction of the city. -Kelly R.

We also generated a word cloud from tweets about the ad. We removed the words related directly to the commercial (Chrysler, Detroit, Eminem, Super Bowl, and so on) to surface people’s opinions of the ad. As you can see, the overall opinion of this ad was very positive.

The Chrysler word cloud speaks even more loudly when compared to the Groupon commercial’s word cloud. Take a look:

Tweets about Chrysler often included words such as like, great, love, good, awesome, nice, and want, while tweets about Groupon often included words such as offensive, bad, fail, taste, and kenneth (in reference to a recent controversial tweet from fashion designer Kenneth Cole). And maybe this is a case of any publicity is good publicity for Groupon, as the ad has certainly caused quite a stir. The Groupon ad is steeped in humor and irony; CEO Andrew Mason claims the commercial was intended to make fun of themselves at Groupon. But Chrysler’s ad was far less ironic; it seemed to take itself and the audience seriously. Maybe this is why people responded so positively. The Detroit ad certainly stood out from the other commercials shown before and after it, both in terms of the commercial itself and the tweets about it.

Stay tuned, as we’ve got lots more analysis of the Super Bowl tweet data coming up later this week.

Written by Jenn D

February 8th, 2011 at 7:46 pm

So, who won the Super Bowl ad race?

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A 30-second commercial in this year’s Super Bowl – Super Bowl XLV – cost each advertiser approximately $3 million. $3 million is a lot of money to spend for 30 seconds of TV air time; that’s about $100,000 a second. But one of the reasons big brands are willing to spend that kind of cash on an ad is that the ads live on through the web and social media, well beyond the 30 seconds they appear on television. Many brands even released their ads early, posting them on YouTube, Facebook and Twitter last week. And lots of these advertisers have coordinated social media campaigns around the Super Bowl, extending their reach well beyond the TV. So that $3 million could end up having a huge impact.

This weekend, we worked with Resource Interactive to monitor tweets about the brands advertising during Super Bowl XLV so we could understand which ads and which brands generated the most conversation on Twitter. We tracked Twitter mentions of the 30+ major Super Bowl advertisers, measuring tweet volume and overall impressions generated for these brands during the game. Tim Wilson has written an excellent post about his analysis at Resource.

We ranked the top-performing advertisers by overall tweet volume generated during the Super Bowl. Some of these brands ran one ad (Chrysler), while others ran multiple ads (Doritos). The winners for total brand mentions* are:

1. Doritos – 56,000+ tweets

2. Chrysler – 39,000+ tweets

3. Pepsi – 32,000+ tweets

4(tie). Best Buy – 26,000+ tweets

4(tie). Volkswagen – 26,000+ tweets

6. Anheuser-Busch – 25,000+ tweets

7. Groupon – 22,000+ tweets

8. GoDaddy.com – 19,000+ tweets

9. Chevrolet – 18,000+ tweets

10. Audi – 14,000+ tweets

And, the part you’ve all been waiting for – the most-tweeted about individual commercials. There are a few surprises in this list. No Budweiser ads in the top ten, newcomer Groupon makes an aggressive appearance, and the top ad generated nearly twice as many tweets as its next closest competitor. So, here’s the list of the top Super Bowl XLV ads by tweet volume:

1. Chrysler: Imported from Detroit

2. Doritos: House Sitting

3. Doritos: The Best Part

4. “Captain America” Movie Trailer

5. “Thor” Movie Trailer

6. “Transformers” Movie Trailer

7. Best Buy with Bieber and Ozzy

8. Pepsi Max: First Date

9. Skechers

10. Pepsi Max: Love Hurts

11. Audi: Release the Hounds

12. Snickers: Logging

13. Groupon: Tibet

Since there were three movie trailers in the top ten, we decided to list the top 13 commercials, just in case you don’t count trailers as true commercials.

We’re going to be digging into these data for further in-depth analysis over the next few days, so check back for more.

*Due to high tweet volumes about these ads during the Super Bowl, Twitter at times imposed some collection rate limits, which means that these counts include between 70% and 90% of all possible tweets. The numbers above can be interpreted directionally, just know that they are slightly lower than the true number of tweets for each brand.

Written by admin

February 7th, 2011 at 11:32 am

Using Twitter to predict Oscar winners, week 2

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Last week, we posted the first round of our Oscar predictions. This week, we want to take things a step further with our analysis.

First, here are updated results for this week’s tweet numbers. In this post, we’re going to focus on the Best Picture Race. We’ll come back to Best Actor and Best Actress next week.

There has been some movement in these results since last week. This week, Black Swam came out ahead of the King’s Speech in the three volume-based categories – overall reach, number of tweets, and number of unique contributors. The Social Network moved up to #3 in the reach race. Interestingly, the reach:exposure category includes films that don’t show up in the top five of any of the volume categories. The reach:exposure ratio reflects the diversity of the audience seeing tweets about the film, so this suggests that a wide variety of people are receiving tweets about these three films.

We recognize that simple metrics like tweet volume and reach probably aren’t enough to tell us who is going to win. The Oscars aren’t chosen by a popular vote or by members of the viewing public; they’re selected by members of the Academy of Motion Picture Arts and Sciences. So, for the purposes of our analysis, we should pay more attention to the tweets posted by people who have some insight into the Academy and what it looks for.

We’ll start with this list of 10 influential film critics on Twitter. So far, only three of these 10 critics have tweeted about who they think will win the Academy Award for Best Picture. And all three of them think it will be The King’s Speech. We’ll check back in on this list next week and see if they’ve changed their minds.

So, what does this mean? Given these results, Black Swan and The King’s Speech seem to be the top contenders for the Best Picture Oscar. However, Inception and The Social Network are not too far behind. There are still three weeks until the Academy Awards, so we’ll be back next week with another round of analysis.

Written by admin

February 4th, 2011 at 4:37 pm

Posted in Trends

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