OYE! 2015 NBA Playoffs - Online Hispanic Conversation Analysis Rounds 1-3

Produced by OYE! Business Intelligence, LLC

The 2015 NBA Playoffs

ONLINE HISPANIC CONVERSATION ANALYSIS

FOR THE 2015 NBA PLAYOFFS ROUNDS 1-3

REPORT FOR 2016 PRESIDENTIAL RACE

2

Overview:

OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports

deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your

competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts

provides OYE!’s clients and partners with insights that inform marketing campaigns across digital channels.

Actionable Insights:

OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to

derive meaning from unstructured social conversation. OYE!’s natural language processing solution is

designed not only to identify Hispanics, but to also derive actionable insights for use in planning campaign

strategy, content and targeting.

Demographics

Build knowledge of

audience age,

geography and

gender through

social

conversations.

Psychographics

Know what those

who interact with a

brand like, follow

and share for use in

targeting and

content curation.

Keywords

Understand the

terms most

frequently used to

guide more authentic

content curation and

conversation.

Channel Insights

Understand both

where consumers

most favorably

interact with your

brand as well as

where your

competitors focus

their efforts.

The Solution:

Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through

their own statements about brands through online conversation. OYE! analyzes that conversation to allow

brands to understand different aspects of where their most useful audience segments are. OYE! also

provides insights into how to create campaigns tailored to those groups of people.

The Value:

Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it,

when they want it and how they want it. The result: Better conversion, lift and engagement resulting from

campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.

15%

14%

Table of Contents

Page 3: Conversation Volume

Page 4: Volume by Day

Page 5: Language Use & Gender

Page 6: Proportion & Sentiment

Page 7: Top Players

Page 8: Geolocation

REPORT FOR 2015 NBA Playoffs

June 2015

5,828

2,313

2,176

1,977

1,544

2,400

Overall Conversation Volume


3

23%

9%

9%

8%

6%

9%

R1 Clippers/ Spurs

5%

5%

R2 Clippers/ Rockets

R1 Bulls/ Bucks

R2 Cavaliers/ Bulls

R1 Trailer Blazers/ Grizzlies

R3 Cavaliers/ Hawks

R1 Rockets/ Mavericks

R1 Warriors/ Pelicans

R1 Hawks/ Nets

5%

5%

5%

Overall the round 1 series between the

Clippers and the Spurs drove the

majority of the conversation during the

2015 NBA playoffs with 23% of all

volume.

✦ Conversation was relatively evenly

dispersed among the rest of the series,

ranging from 4% to 9% for the other 13

series

✦ Throughout the playoffs there were many

retweets and shares of the same posts

by Hispanics in both English and Spanish

✦ The Clippers played in two 7 game series

which placed them in two of the top three

spots for total Hispanic volume

June 2015

R2 Hawks/ Wizards

R2 Warriors/ Grizzlies

R1 Wizards/ Raptors

1,126

969

946

4%

4%

4%

Post Volume by Channel

Twitter was far and away the dominant channel used by fans and it was consistent throughout all of the top four

series. Overall, 98% of volume came via Twitter with every series having over 95% coming via this channel.

1%

99%

2%

98%

2%

98%

Round 1

3%

97%Round 1

2%

98%Round 2

Overall

Facebook

Twitter

OYE! Sampled a 5½ week period during the first three rounds of the NBA playoffs to discover what U.S. Hispanics

were saying about the 14 different playoff series, and which players drove the most conversation. A total of 25,469

posts were gathered from Facebook and Twitter for this snapshot. For conversation across greater time periods,

topics, or platforms, contact [email protected].

R1 Cavaliers/ Celtics

R3 Warriors/ Rockets

Round 2

1,321

1,259

1,307

1,150

1,147

mailto:[email protected]

Industry Volume by Day


✦ April 19th (the 2nd day of the playoffs) had the biggest spike throughout our research with 2,373 posts of which

1,013 (43%) of those posts were for game 1 of the Cavs and Celtics.

✦ May 2nd had the second highest spike with 1,965 posts and 1,949 (99%) of those posts were for the deciding

game 7 of the Clippers and Spurs. Many of the posts claimed that it was the best game so far to watch.

✦ April 30th had a spike of 1,400 total posts, impressive as there was only two games this day whereas the other

two spikes had 4 games each day respectively.

June 2015

1367

2373

1378

608

920

1037

611

981

433

1058

398

1400

581

1965

373

704

416

300

727

592

418

332

741

412

76

466

32

262361 269

351471

252

0

300

600

900

1,200

1,500

1,800

2,100

2,400

2,700

2015 NBA Playoff Bracket

4


68%

28%

English

Spanglish

Language Use & Gender

5

Males dominated the conversation on social

media during the playoffs by a 4:1 ratio.

19%

81%

Female

Male

Among the top 4 series by volume, the Round 1 matchup of the Chicago Bulls and Milwaukee Bucks drove

the most conversation in Spanglish (26%), while the round 2 Cleveland Cavaliers and Chicago Bulls series

drove the most conversation in Spanish (12%). It was interesting to see that 78% of the first round

conversation about the Grizzlies and Trailblazers series was in Spanglish.

English is the primary language of choice for the

NBA Playoffs among Hispanics at 68%. The use

of Spanglish was frequent at 28% as many

Spanish speaking users used the English word

playoffs, rather than translate to the Spanish

word, eliminatoria.

April 2015


June 2015

Spanish 4%

19%

79%

2%

19%

71%

10%

26%

71%

3%

20%

68%

12%

Spanglish

Spanish

English

Round 1

Round 2 Round 2

Round 2

Round 1


6

Highest Proportion of Hispanic Conversation Relative to the Total Market

Of the four series with the highest Hispanic volume, the Clippers-Spurs round 1 series drove the highest

proportion of the total market volume at 9%. Of note is the Grizzlies-Trailblazers first round series which

produced the highest proportion of the total conversation (12%) driven by fan favorite Marc Gasol of Spain.

The majority of the overall conversation was

neutral (78%). The Clippers first round game

7 win versus the San Antonio Spurs helped

drive 31% positive sentiment for that series,

the highest among all.

Positive

Negative

Neutral

18%78%

4%

As mentioned, neutral conversation dominated throughout with statements posted without emotion either way.

Besides the Clippers-Spurs series, the Bulls-Bucks series had the second highest positive sentiment among the

four series with the top volumes.

31%

67%

2%

14%

84%

2%

16%

83%

1%

12%

84%

4%

April 2015


June 2015

Round 2

Round 1

Round 2

Round 1

Round 1

Hispanic Proportion: 9%

Round 1 Round 2

Round 1

Hispanic Proportion: 6%

Hispanic Proportion: 7% Hispanic Proportion: 6%

Sentiment

Players with the Most Hispanic Mentions:

7

January - December 2014


June 2015

930 16%LeBron James (Cavs)

Kyrie Irving (Cavs)

James Harden (Rockets)

Derrick Rose (Bulls)

Jimmy Butler (Bulls)

Blake Griffin (Clippers)

Marc Gasol (Grizzlies)

Steph Curry (Warriors)

Dwight Howard (Rockets)

Paul Pierce (Wizards)

806 14%

499 9%

409 7%

407 7%

301 5%

263 5%

230 4%

223 4%

200 3%

These players drove the highest volume of conversation during the first 3 rounds the NBA playoffs (4/18 – 5/27). Note

that this was a tally through all three rounds so teams that played all 3 series such as the Cavs, Bulls, Rockets, and

Warriors had the most opportunity to drive conversation.


8

Geolocation

Overall, Cleveland dominated in conversation due to having Lebron James drive nearly 1,000 mentions from

Hispanics throughout the playoffs. Chicago was not far behind Cleveland driven by heavy volume mentioning

Derrick Rose.

April 2015


June 2015

1,501+

1,001 – 1,500

501 – 1,000

201 - 500

0 - 200

All 16 NBA playoff teams are shown below based on Hispanic mentions for players on that team.

Larger logos signify more conversation for the players on that team. (See key below).

Mentions


9

CLIENTS

PARTNERS

CONTACT US

OYE! Business Intelligence

1275 Kinnear Road

Columbus, OH 43212

Natasha Pongonis

[email protected]

Eric Diaz

[email protected]


June 2015



OYE! 2015 NBA Playoffs - Online Hispanic Conversation Analysis Rounds 1-3

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Transcript of OYE! 2015 NBA Playoffs - Online Hispanic Conversation Analysis Rounds 1-3