back to school: how the major retailers fared on social media
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MindMeld- Back To School�#ListenSmarter
August 2014
2 All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter
Headline Here Sub-headline, date, event or other details can go here
Topics on the Table �
1. Study Overview �2. Retailer Breakdown�3. Product Breakdown�4. MutualMind Command Center�
3 All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter
Back to School�
Study �Overview �
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Study Overview �
• 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.
Executive Summary�
• 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.
5 All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter
Study Overview �
• 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.
Executive Summary�
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Study Overview �
• 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
Introduction and Scope �
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Study Overview �
• 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.
Study Design�
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Study Overview �
Keywords Setup Custom Content Tags
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Study Overview ��
• 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.
36,000 Foot View �Below you’ll see the high level insights of the en7re campaign.
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Study Overview ��
Target 32%
Walmart 30%
Kohl’s 14%
Amazon 14%
JC Penney 4%
Kmart 6%
Total Sentiment � Total Mentions by Retailer �
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Study Overview ��
Sample Content �
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Back to School�
Retailer �Breakdown�
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Retailer Breakdown�
• 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.
Target �
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Retailer Breakdown�
• 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
Walmart �
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Retailer Breakdown�
• 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
Amazon �
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Retailer Breakdown�
• 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.
Kohl’s�
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Retailer Breakdown�
• 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.
JC Penney�
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Retailer Breakdown�
• There was no content that was tagged as Kmart and any of the custom tags.
Kmart
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Back to School�
Product �Breakdown�
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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-‐
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Product Breakdown�
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
Apparel �
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Product Breakdown�
backpack OR #backpack OR backpacks OR #backpacks
Backpacks �
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Product Breakdown�
pen OR #pen OR pencil OR #pencil OR pens OR #pens OR pencils OR #pencils
Pens/Pencils �
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Product Breakdown�
Spiral OR spirals OR #spiral OR #spirals OR "note book" OR notebook OR #notebook OR "note books" OR notebooks OR #notebooks
Spirals/Notebooks �
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Product Breakdown�
Crayons OR #crayons OR crayon OR #crayon OR markers OR #markers
Crayons/Markers �
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Product Breakdown�
folder OR folders OR #folder OR #folders OR binder OR #binder OR binders OR #binders
Folders/Binders �
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Back to School�
MutualMind Command Center �
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MutualMind Command Center�
The MutualMind command center provides visualiza7on for Real-‐Time analy7cs and monitoring
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MutualMind Command Center�
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MutualMind Command Center�
info@mutualmind.com 214.699.9424
16200 Addison Road, Suite 100 Addison, TX 75001
@mutualmind
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