disney’s frozen social listening report

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Disney’s Frozen A Social Listening Report Wri3en by Iggy Gan & Jizelle Bandojo

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AllFamous had a crack at Frozen's impact on Social Media in Asia 90 days since its release. Know more about Social Listening and what valuable insights you can get from social media mentions.

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Page 1: Disney’s Frozen Social Listening Report

Disney’s Frozen A  Social  Listening  Report  Wri3en  by  Iggy  Gan  &  Jizelle  Bandojo  

Page 2: Disney’s Frozen Social Listening Report

Findings: 1.  Bigger Share of Voice = Bigger Box Office

Revenue $$$ 2.  Disney owned accounts can spark trends and

trigger conversations 3.  Frozen appeals to a mostly female market

(25-34) 4.  Male characters in “Frozen” has a large male

following, coming from the 25-34 age group, with at least 35% of the mentions coming from this demographic group.

5.  “Let it Go” generated over 2.8 million mentions since the film’s initial release up until 90 days after release. (See slide 28), and is still continuing to grow in popularity

6.  Frozen’s initial DVD release on March 18, 2014 made it the most talked about Frozen merchandise for this period, 90 days after the release of the feature film. (See slide 27)

Executive Summary

Recommendations 1.  Increase how often the movie is mentioned

online through user generated content campaigns and community engagement to increase movie ticket sales

2.  Establish owned accounts for Disney in Asia, specifically Facebook (Disney Asia), Twitter (@Disney_Asia) and Instagram (@Disney_Asia)

3.  Create an editorial calendar for social media content that targets females, ages 25-34. Spend a larger % of your ad budget on this audience.

4.  Create an editorial calendar for social media content that targets males, ages 25-34 using male characters as the focus.

5.  Create and promote a hit song, and you will have long term recall. Consider pushing viral user generated content similar to Call Me Maybe, Harlem Shake etc

6.  Run a lead generation campaign for pre-ordering the DVD (e.g. get people’s email/contact info in exchange for earlybird purchase and discount of the DVD) to build a massive database

FACT: Compared to “Maleficent,” “Frozen” generated almost twice the number of mentions (1.1 million) on social media!!

Page 3: Disney’s Frozen Social Listening Report

3  

Top 5 Cast Analysis

“Let it Go” 5

2

General Overview

Merchandising 4

Top 5 Character Analysis 3

1

Findings and Recommendations 6

Agenda

Page 4: Disney’s Frozen Social Listening Report

General Overview Part  One  

Page 5: Disney’s Frozen Social Listening Report

Total Volume of Mentions: 1,184,286 (November 27, 2013 – February 27, 2014)

There  are  two  primary  reasons  why  “Frozen”  had  a  spike  in  menIons  (49,938)    last  January  13,  2014        1.  “Frozen”  won  as  the  Best  Animated  Feature  Film  at  the  Golden  Globe  Awards  2014.  2.  It  was  announced  that  “Frozen”  will  have  its  Broadway  debut  by  Disney  CEO,  Bob  Iger.  

[Link]    

Total  1,184,266  

PosiIve  22.76%  (269,662)  

NegaIve  7.36%  (87,129)  

Neutral  69.88%  (827,585)  

Total Mentions of Frozen

Page 6: Disney’s Frozen Social Listening Report

505,506, 63%

292,090, 37%

Unlike “Maleficent,” “Frozen” generated almost twice the number of mentions compared to Maleficent, from their date of release and 30 days thereafter. While “Maleficent” had good feedback, “Frozen” had the larger share of voice because of the recall of characters, exposure of cast members in the media, and songs such as “Let it Go.”

Frozen vs. Maleficent

Page 7: Disney’s Frozen Social Listening Report

On the international release date of Frozen and 30 days thereafter, it got the most number of mentions (89.6%) compared to all of the feature films released within the day, such as “Oldboy,” “Homefront” and “Black Nativity.” This number of mentions reflect on the box office earnings of these films overtime. [Link] See “Findings and Recommendations” for feedback.

Frozen vs. Other Movies Released in same period

Page 8: Disney’s Frozen Social Listening Report

English   1535150  Spanish   50164  

Indonesian   21462  Thai   16566  

Portuguese   16090  Italian   15867  Dutch   6570  Malay   6061  Korean   5759  Japanese   5538  French   5514  German   4068  Filipino   2848  Turkish   2796  Swedish   2595  

United  States   1278891  Canada   59848  United  Kingdom   49780  Thailand   35090  

Netherlands   23983  China   23918  Brazil   21472  

Indonesia   20384  Singapore   16157  Philippines   15887  Malaysia   15643  Australia   10971  Spain   9969  Greece   9497  Mexico   9281  

Top  15  Languages  

Top  15  Countries  

Twi3er  68%  

Facebook  

14%  

Comments  4%  

Blogs  3%  

Forum  Replies  3%  

Videos  2%  

Mainstream  News  2%  

Aggregator  2%  

Buy/Sell  1%  

Forums  1%  

Images  0%  

Share  by  Media  Type  

SenEment  

Total  1,184,266  

PosiIve  22.76%  (269,662)  

NegaIve  7.36%  (87,129)  

Neutral  69.88%  (827,585)  

Channel, Country and Language

Page 9: Disney’s Frozen Social Listening Report

Total  

1,184,266  

PosiIve  

22.76%  (269,662)  

Female  77.3%  

Male  22.7%  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Frozen Fan (positive) Demographics

Page 10: Disney’s Frozen Social Listening Report

Total  

1,184,266  

Female  75.3%  

Male  24.7%  

NegaIve  7.36%  (87,129)  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Frozen Hater (negative) Demographics

Page 11: Disney’s Frozen Social Listening Report

Total  

1,184,266  

Female  69.4%  

Male  30.6%  

Neutral  69.88%  (827,585)  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Frozen Neutral Demographics

Page 12: Disney’s Frozen Social Listening Report

Cast Analysis Part  Two  

Page 13: Disney’s Frozen Social Listening Report

Idina Menzel (Elsa) has the most share of Voice due to her performance at the Academy Awards, which had over 4,900 posts at its peak.

Frozen Cast Share of Voice

Page 14: Disney’s Frozen Social Listening Report

Total  125,181  

PosiIve  12.5%  (15,600)  

NegaIve  1.8%  (2,274)  

Neutral  85.70%  (107,307)  

Cast: Idina Menzel Mentions: 125,181 (58.5%)

Idina Menzel (Elsa) has the most share of Voice due to her performance at the Academy Awards, which had over 4,900 posts at its peak. Note:  Demographics  data  is  only  

available  for  the  latest  7  days  

Idina Menzel Audience Demographic

Page 15: Disney’s Frozen Social Listening Report

Total  46,639  

PosiIve  17.60%  (8,288)  

NegaIve  2.30%  (1,061)  

Neutral  80.20%  (37,390)  

Cast: Kristen Bell Mentions: 46,639 (21.8%)

Kristen Bell is the second most liked cast member in terms of volume, following Idina Menzel.

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Kristen Bell Audience Demographic

Page 16: Disney’s Frozen Social Listening Report

Total  21,028  

PosiIve  21.60%  (4,597)  

NegaIve  1.40%  (304)  

Neutral  76.70%  (16,127)  

Cast: Josh Gad Mentions: 21,028 (9.8%)

Jonathan Groff (Kristoff) is the fourth most liked cast member, with 4,597 positively tagged posts.

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Josh Gad Audience Demographic

Page 17: Disney’s Frozen Social Listening Report

Cast: Jonathan Groff Mentions: 14,213 (6.6%)

Total  14,213  

PosiIve  24.6%  (3,515)  

NegaIve  2.60%  (366)  

Neutral  72.70%  (10,332)  

Jonathan Groff (Kristoff) is the fourth most liked cast member, with 24.6% positive sentiment.

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Jonathan Groff Audience Demographic

Page 18: Disney’s Frozen Social Listening Report

Cast: Santino Fontana Mentions: 7,046 (3.3%)

Total  7,046  

PosiIve  25.9%  (1,828)  

NegaIve  1.60%  (110)  

Neutral  72.50%  (5,108)  

Jonathan Groff (Kristoff) is the fifth most liked cast member, with 1,828 positively tagged mentions.

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Santino Fontana Audience Demographic

Page 19: Disney’s Frozen Social Listening Report

Character Analysis Part  Three  

Page 20: Disney’s Frozen Social Listening Report

Similar to the ranking of cast members, the ranking of the characters follow the same pattern: 1.  Elsa – Idina Menzel 2.  Anna – Kristen Bell 3.  Olaf – Josh Gadd 4.  Kristoff – Jonathan

Groff 5.  Hans – Santino

Fontana

Frozen Character Share of Voice

Page 21: Disney’s Frozen Social Listening Report

Character: Elsa Mentions: 497,833 (34.8%)

Total  497,833  

PosiIve  9.20%  (46,319)  

NegaIve  6.50%  (32,525)  

Neutral  84.20%  (418.988)  

Similar to the ranking of cast members, the ranking of the characters follow the same pattern: 1.  Elsa – Idina Menzel 2.  Anna – Kristen Bell 3.  Olaf – Josh Gadd 4.  Kristoff – Jonathan Groff 5.  Hans – Santino Fontana

Elsa Audience Demographic

Page 22: Disney’s Frozen Social Listening Report

Character: Anna Mentions: 378,404 (26.5%)

Total  378,404  

PosiIve  8.60%  (32,817)  

NegaIve  2.80%  (10,474)  

Neutral  88.60%  (335,123)  

Anna is the third most liked character, following Elsa and Olaf.

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Anna Audience Demographic

Page 23: Disney’s Frozen Social Listening Report

Character: Olaf Mentions: 314,472 (22.0%)

Total  314,472  

PosiIve  16.6%  (52,510)  

NegaIve  1.80%  (5,730)  

Neutral  81.50%  (256,231)  

Olaf is the most liked character in “Frozen” with 16.6% positive sentiment. The next most liked character, Elsa, has 9.20% positive sentiment. Note:  Demographics  data  is  only  

available  for  the  latest  7  days  

Olaf Audience Demographic

Page 24: Disney’s Frozen Social Listening Report

Character: Kristoff Mentions: 165,742 (11.6%)

Total  165,742  

PosiIve  4.60%  (7,732)  

NegaIve  0.9%  (1.570)  

Neutral  94.40%  (156,390)  

Olaf is the fourth most liked character from “Frozen,” with 4.60% positive sentiment.

Kristoff Audience Demographic

Page 25: Disney’s Frozen Social Listening Report

Total  72,735  

PosiIve  9.60%  (6.997)  

NegaIve  5.80%  (4,176)  

Neutral  84.60%  (61,202)  

Character: Hans Mentions: 72,735 (5.1%)

Even though the storyline sees Hans as a villain, mentions about him are still more positive than negative, by a 5:9 ratio.

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Hans Audience Demographic

Page 26: Disney’s Frozen Social Listening Report

Merchandising Part  Four  

Page 27: Disney’s Frozen Social Listening Report

People were most excited about the DVD release of Frozen on March 25, as it was available for pre-order in retailers such as Wal-Mart in the U.S. a month before its actual release.

Merchandising Share of Voice

Page 28: Disney’s Frozen Social Listening Report

DVD/Blu-Ray Mentions: 100,024 (52.5%)

Total  100,024  

PosiIve  9.70%  (9.679)  

NegaIve  2.90%  (2,909)  

Neutral  87.40%  (87,435)  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

DVD/Blu-Ray Audience Demographic

Page 29: Disney’s Frozen Social Listening Report

Clothing Mentions: 46,633 (24.5%)

Total  46,633  

PosiIve  12.90%  (6,036)  

NegaIve  9.00%  (4,169)  

Neutral  78.10%  (36,408)  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Clothing Audience Demographic

Page 30: Disney’s Frozen Social Listening Report

Musical Mentions: 31,358 (16.5%)

Total  31,358  

PosiIve  22,4%  (7,010)  

NegaIve  3.90%  (1,024)  

Neutral  69.88%  (23,324)  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Musical Audience Demographic

Page 31: Disney’s Frozen Social Listening Report

Toys Mentions: 12,515 (6.6%)

Total  12,515  

PosiIve  15.8%  (1,977)  

NegaIve  3.50%  (437)  

Neutral  80.7%  (10,101)  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

Toys Audience Demographic

Page 32: Disney’s Frozen Social Listening Report

“Let it Go” Part  Five  

Page 33: Disney’s Frozen Social Listening Report

“Let it Go” generated 2,853,232 mentions globally since the release of the movie on November 27, up until 90 days since the release of the film.

1.  January 1 - Hyorin’s (Korean singer) rendition of “Let it Go” generated 43.939 mentions. 2.  January 5 – Unofficial Twitter account Disney Words (@disneywords) quoted a line from “Let it Go”

which generated 4,208 retweets and 2,463 favorites. [Link] 3.  January 17 – Demi Lovato (@ddlovato) announced the nomination of “Let it Go” as a Best Original

Song at the Academy awards. This generated 18,772 retweets and 19,627 favorites. [Link]

1  2  

3  

Total  2,853,232  

PosiIve  7.11%  (202,812)  

NegaIve  8.34%  (237,882)  

Neutral  84.56%  (2,412,598)  

“Let It Go” Song Mention Trend

Page 34: Disney’s Frozen Social Listening Report

PosiIve  7.11%  (202,812)  

Female  70.3%  

Male  29.7%  

Total  2,853,232  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

“Let It Go” Fan (Positive) Audience Analysis

Page 35: Disney’s Frozen Social Listening Report

Female  70.6%  

Male  29.4%  

NegaIve  8.34%  (237,882)  

Total  2,853,232  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

“Let It Go” Hater (Negative) Audience Analysis

Page 36: Disney’s Frozen Social Listening Report

Neutral  84.56%  (2,412,598)  

Female  70.2%  

Male  29.8%  

Total  2,853,232  

Note:  Demographics  data  is  only  available  for  the  latest  7  days  

“Let It Go” Neutral Audience Analysis

Page 37: Disney’s Frozen Social Listening Report

Findings and Recommendations

Part  Six  

Page 38: Disney’s Frozen Social Listening Report

38  

Bigger Share of Voice = Bigger Box Office Revenue Finding: Seizing the opportunity to raise awareness of a film is not just a social media thing – it has an impact in the box office revenue that a film could have. Time and again, it has been proven by feature films, most of which have the largest Share of Voice in social media and has the highest grossing revenue globally at the same time. Recommendation: Increase how often the movie is mentioned online through user generated content campaigns and community engagement to increase movie ticket sales.

Film Mentions Worldwide Gross

Frozen 831,085 $1,263,716,698

Hunger Games: Catching Fire 761,269 $864,565,633

Thor: The Dark World 639,020 $644,783,140

Homefront 18,131 $43,058,808

Old Boy 31,208 $2,193,658

Frozen,  831085  

Hunger  Games,  761269  

Thor,  639020  

Oldboy,  31208  

Homefront,  18131  

Finding 1: How to get Bigger Box Office Revenue

Page 39: Disney’s Frozen Social Listening Report

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Disney owned accounts can spark trends and trigger conversations Finding: Asia is the largest moviegoer market in the world (Link) and putting all Disney related content in a social media network specific to Asia can make Disney Asia a strong Recommendation: Establish owned accounts for Disney in Asia, specifically Facebook (Disney Asia), Twitter (@Disney_Asia) and Instagram (@Disney_Asia)

Finding 2: Content Creation Via Disney Social Accounts

Page 40: Disney’s Frozen Social Listening Report

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Frozen appeals to a mostly female market (25-34) Finding: Women from the 25-34 age group make up over 60% of the positive mentions toward any aspect of the film, cast, characters, or merchandise. Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise such as but is not limited to musicals, clothing and the like. Recommendation: Create an editorial calendar for social media content that targets females, ages 25-34. Spend a larger % of advertising budget on this demographic.

Finding 3: Target audience Are mostly Female (25-34)

Page 41: Disney’s Frozen Social Listening Report

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Finding: Male characters in “Frozen” has a large male following, coming from the 25-34 age group, with at least 35% of the mentions coming from this demographic group. Recommendation: Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise such as but is not limited to musicals, clothing and the like. Create an editorial calendar for social media content that targets males, ages 25-34 using male characters as the focus.

Finding 4: Men like the male characters

Page 42: Disney’s Frozen Social Listening Report

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Hit Song = Long-Term Brand Recall Finding: “Let it Go” was not that popular during the release period of “Frozen,” but it started gaining traction long after the film was shown in theaters. “Let it Go” was a perfect example in terms of brand recall, and brand loyalty through merchandising is easy to endorse to people who like the song and the film. Recommendation: Use “Let it Go” as an archetype for other OSTs to be released by Disney. Create and promote a hit song, and you will have long term recall. Consider pushing viral user generated content similar to Call Me Maybe, Harlem Shake etc

Finding 5: Make a hit song

Page 43: Disney’s Frozen Social Listening Report

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DVD Pre-release of Frozen is an opportunity to build a large database of customers Finding: Most of the mentions about “Frozen” in terms of DVD/Blu-ray are mostly from pre-sale buzz. It is evident that if people like the brand and are excited about the merchandise, preselling is not that hard to promote. Recommedation: Use learnings from “Frozen” at how pre-sell can be initiated through another Disney film that has a DVD/Blu-ray release in Asia.

Finding 6: People will do anything to get the DVD

Page 44: Disney’s Frozen Social Listening Report

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The End