SOCIAL MEDIA ANALYTICS

Izmir Vodinaj

MKRM 310

Fall 2015

SUMMARY• Expand the off-season sales (beyond Thanksgiving) for

Canned Pumpkin from Libby’sMarketing Objective

• Mine twitter data to provide input for the marketing objective

Analytical Objective

• Word Pairing and Graphing: countifs, iferror, iserror, count, and search Tools Used

• “love”, “ pumpkin”, “Libbys”, ”nutritious/egg/substitute”

Main Words Searched

Love-Pumpkin VS Love-Libbys

Love Pumpkin Total Love-Libbys

1.44% 0.79%

284 156

0

50

100

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300

Total Love Pumpkin Total Love-Libbys

Comparison between word pairings

Word Pairing: Love-Pumpkin and Love-Libbys

Findings indicate that it is more common for people to tweet about how much they love pumpkin than howmuch they love Libbys. However, these combinationsare both relatively small in overview of all of the other Tweets available.

QUESTION 1

How often is the combination nutritious-egg-substitute found?

11%

89%

Nutritious-Egg-Substitute in Comparison to overall Tweets

NoYes

Word Pairing Total New Tweets Retweets

(Ntr-egg-sub) tweets 2221 2192 29

Percentages 11.26% 98.7% 1.3%

Total Tweets 19726 2221 2221

QUESTION 2

29

2192

0

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2500

Total

Tweets vs. Retweets

Retweet

Tweet

The findings indicate that the word pairing “nutrition-egg-substitute” occupies over 11% of the total tweets. Out of those 11%, over 98% of them arenew tweets. The results favor the idea that pumpkincans are a good nutritious egg substitute but there is not enough excitement for people to share the tweets.

Libby’s Brand

Categories Negative Neutral Positive

Crimson Hexagon 4246 10541 4677

Percentages 21.81% 54.16% 24.03%Total Tweets 19464 19464 19464

QUESTION 3

Basic Negative, 21.81%

Basic Neutral, 54.16%

Basic Positive, 24.03%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Total

Axi

s Ti

tle

Crimson Hexagon

Looking at the data we find that tweets that are classified as negative and positive are respectively 21.81% and 24.03%. These numbers are not very favorable since the negative tweets are almost equal to the positive ones. This means that Libby’s is has not a strong nutritious branding image. Furthermore, out of all of the positive tweets we are only able to find 2 tweets that have libbys and nutritious.

Libby’s Brand

Categories Negative Positive

Pure & Libbys 236

Want & Libbys 39

Like & Libbys 41Great & Libbys 537

Bad & Libbys 8Hate & Libbys 12

QUESTION 4

Looking at the data we see that the positive associated tweets include terms like pure, want, and great. On the other side, although in limited numbers we see words like hate and bad. Reading through the tweets though, one is able to see that the majority of tweets, especially on the negative ones, that Libby is a person’s name rather than a pumpkin brand. This data is dangerous to be used unless all of the tweets are read or a high error coefficient is taken into account.

236

537

39

41

0 200 400 600

Pure

Great

Want

Like

Positive Tweets

8

12

0 5 10 15

Bad

Hate

Negative Tweets

Categories Positive

Delicious 39

Baking 5

Bonus

This time the comparison was done between delicious and libbys and baking and libbys. I found that delicious has been mentioned 39 times and baking only 5 times. Still even delicious is not mentioned too many times but since it was not found at all in the negative side, one can say that libby’s products can be identified as delicious.

Libby’s Brand: Delicious, Baking & Libbys

39

5

0 10 20 30 40 50

Delicious

Baking

Positive Tweets