Washington Post: Fans starting to dislike Redskins’ Coach Jay Gruden as much as owner Daniel Snyder

Washington Post: Fans starting to dislike Redskins’ Coach Jay Gruden as much as owner Daniel Snyder

Kirk Cousins had a short stint as Redskins quarterback, but it was clear after his four-interception performance against the Giants on Sept. 25 that fans were ready to move on.

However, no matter what the outcome of the game, one thing was certain: fans were most negative about owner Daniel Snyder week by week. Until now.

For the first time this season, the negative sentiment on Twitter was as high for Coach Jay Gruden as it was for the team’s owner.

The Twitter “Value” of Goals in the 2014 World Cup

Players can use social media to grow their individual brands.  The 2014 World Cup was a great platform for players to increase their social following.  Of course there are many factors that influence why people follow others on Twitter, but it is interesting to see how performance (goals scored) during the World Cup compares to Twitter followers gained.  The chart below depicts the top goal scorers in the World Cup and the number of Twitter followers they gained from the day before the start of the World Cup to right after the final match concluded.  The number of followers gained is divided by goals scored to get a sense of how many followers each goal was “worth” or how much the players capitalized on each goal.

Social Value of Goals

Guest Entry by Abinav Bharadwaj (@Abinav_Bhar97), 2014.

 

NHL Fan Analysis Part 5: Defining Fan-Team Relationships with Social Media

Note: This is Part V of our study of NHL Fan Quality.  This week we will be ranking NHL teams/fans on the following dimensions: Fan Equity, Social Media Equity, Fan Equity Growth, Price Elasticity, Win Elasticity, and Social Media based Personality.  For more details on our measures of quality, please click here.  For Part I, click here.  For Part II click here.  For Part III click here.  For Part IV click here.

Social media is increasingly being used as a market research tool, and we believe that it provides opportunities to develop some richer descriptions of NHL fan bases.  The foundation for today’s analysis is something known as social media sentiment.  The idea behind sentiment is that we look at the “tone” of tweets surrounding each team.  In this study, we are examining the distribution of positive versus negative tweets for each team over the past three years.

Our actual approach uses a variety of statistics used to characterize distributions (e.g. mean, variance, skewness, kurtosis, etc.…), and then we employ a technique known as cluster analysis.  We will avoid the details (feel free to contact us) but the general idea is to find teams that have similar distributions of social media sentiment.  We use cluster analysis on team social media sentiment on Twitter over the past three seasons to dynamically segment fan bases (we allow fan bases to move across clusters over time).  Perhaps, it is more accurate to describe what we are doing as segmenting the types of relationships fans have with their teams.  Do fans have unconditional love for their team?  Do they have violent mood swings?*

Based on our dynamic cluster analysis of Twitter sentiment, we are able to describe each NHL fan base.  The chart below summarizes the social media “personality” of most NHL fan bases over the past three seasons.

Twitter Based NHL Personalities

*One caveat to this study is that since this is all based on Twitter data, the results reflect the opinions of fans on SOCIAL MEDIA only.  Also, please note that unlike our previous study of NHL social media equity that was based on the size of each team’s following, this analysis is based on sentiment or tone.

Mike Lewis & Manish Tripathi, Emory University 2014.

Yahoo! Sports: Redskins’ social-media misfire the latest in a long list of stumbles

Yahoo! Sports: Redskins’ social-media misfire the latest in a long list of stumbles

Emory Sports Marketing Analytics performed a study of the tweets, and noted that in the first hour after the Redskins’ initial tweet, sentiment was roughly 1:1 positive-to-negative. But as the day wore on, that distance increased, to the point that by the evening, sentiment was running 4-to-1 against the Redskins. And that percentage held up even when considering tweets from within the D.C.-Virginia-Maryland area, the Redskins’ fanbase territory.

Documenting the #RedskinsPride Disaster

Yesterday, the Washington Redskins organization asked their fans to tweet @SenatorReid using the hashtag “#RedskinsPride” to tell him what the team meant to them.  There are now numerous examples of how firms should let hashtag campaigns develop organically rather than try to encourage a conversation over which they have no control.  However, the Redskins organization decided to ignore common sense, and the results were predictable.

The chart below tracks the hourly Twitter mentions of “#RedskinsPride” on its primary axis, and the hourly sentiment of all tweets containing the hashtag on its secondary axis (The sentiment is indexed from 1-100, with 100 being the most positive).

#RedskinsPride

While the chart provides a nice overall view of what happened yesterday, it is interesting to see how the hashtag campaign evolved over time and geography.  The table below describes the evolution:

#RedskinsPride Chart

We should note that while a lot of the tweets came from outside of the Metropolitan DC area, even the tweets originating from DC, VA, and MD tended to be more negative than positive.

Manish Tripathi & Mike Lewis, Emory University 2014.

NBA Conference Finals: Spurs & Thunder Dominate Local Twitter Market

Last night, the Oklahoma City Thunder beat the San Antonio Spurs in Game 4 of the Western Conference Finals.  We were interested in examining the Twitter presence of both teams in their respective markets during the game.  Thus, we collected all tweets that included the word “Thunder” originating from the Oklahoma City market and all tweets that included “Spurs” originating from the San Antonio market, that were tweeted during the hours that the game was played.  We then divided the number of collected tweets by the total volume of tweets in the respective markets during the time period of the game.  This essentially gave us the “Twitter Share of Voice” for the Spurs in San Antonio and the Thunder in Oklahoma City.   11.8% of all tweets in Oklahoma City during the game included the term “Thunder”!  9.3% of all tweets in San Antonio included the term “Spurs”.  We performed a similar analysis for all other conference finals games thus far.  The results of the analysis are presented in the chart below.

Local Market Twitter Share NBA Conf Finals 2014

It seems as though tweets that mention the local team in the Western Conference Finals cities tend to have a higher Twitter Share of Voice than the Eastern Confernce Finals cities.  We can also examine the content of the team-related tweets to determine if the sentiment of the tweets is positive, negative or neutral.  The chart below presents the ratio of positive to negative sentiment for the team-related tweets in each market during the playoff games.

Local Market Twitter Sentiment Ratio NBA Conf Finals 2014So far, local market Twitter “happiness” in highest for San Antonio fans during the first game of the series, and for Oklahoma City fans during the third games of the series.  Indiana fans seem to tweeting progressively less about the Pacers, and the positive to negative tweet ratio has been decreasing as the series advances as well.

Manish Tripathi & Mike Lewis, Emory University 2014.

Manziel’s Draft Night Twitter Takeover

There was speculation last night during the first round of the 2014 NFL Draft that if Johnny Manziel was drafted by the Dallas Cowboys, the Twitterverse would “explode”.  While the Cowboys passed on Johnny Football, Manziel was still the king of Twitter last night.  We used Topsy Pro to collect all tweets in the United States between 8pm EDT and midnight last night.  In that collection of tweets, we counted up all of the tweets that included the term “Manziel”.  This accounted for 5.2% of all of the tweets in the US.  We performed a similar analysis for all tweets that were geo-coded as originating from Texas.  “Manziel” was included in 9.6% of all tweets in Texas!

Manziel Draft Night Final

The graph above plots the overall volume of tweets in the United States and tweets that included “Manziel”.  It is interesting to note that as the draft progressed and Manziel was still available for the Cowboys, the Manziel tweets started to rise, followed by a drop-off when the Cowboys drafted Zach Martin.  The largest spike in Twitter activity in the US last night was when Cleveland finally drafted Manziel.

Manish Tripathi & Mike Lewis, Emory University 2014.

Richard Sherman: Using Twitter to Build Your Brand

The sports landscape includes a handful of individuals that have transcended being just athletes, and have become brands.  Michael, LeBron, Kobe, Tiger and Peyton are prime examples of athletes that have achieved sufficient celebrity to become part of the culture; and by doing so have become coveted endorsers.  Just as most people know that Peyton Manning is a member of the Denver Broncos, we suspect that a large portion of society also knows his favorite brand of pizza.  Seattle Seahawks CB Richard Sherman is perhaps the athlete that made the biggest move towards becoming his own brand in the last year.

Yesterday, Sherman signed a four-year, $57.4M deal with $40M guaranteed.  This makes him the highest paid CB in the NFL.  Of course, Sherman has also recently signed multiple endorsement deals (Oberto, Campbell Soup, Nike, etc.).  Mr. Sherman announced his new contract deal through Twitter, and this is not surprising, since Sherman actively communicates through Twitter.  His Twitter account, @RSherman_25, has over 925K followers (The official Seattle Seahawks team Twitter account has 529K followers).

We believe Sherman represents an interesting case-study on how to build a brand using social media.  The graph below illustrates the monthly volume of tweets that mention @RSherman_25.  The account was activated in September 2011, but the first time it experienced a significant uptick in volume was in October 2012.  In that month, the virtually “unknown” Sherman called out all-pro QB Tom Brady and needled the great WR Calvin Johnson.  Sherman’s Twitter presence continued to grow with an offseason discussion/”Twitter-Fight” with CB Darrelle Revis regarding who was the best CB in the NFL.  Of course, Sherman’s Twitter mentions exploded following his NFC Championship post-game interview with Erin Andrews.

The other thing is that Sherman provides a great counter-point toward much of the conventional wisdom that infests the marketing world.  Of late we have seen an enormous number of celebrities who have had to apologize for one statement or another.  At times it seems like marketers are more interested in playing it safe at all costs.     Sherman Brand

It seems that the key moments in Sherman’s Twitter timeline were all considered “controversial” by many in the media.  This is not necessarily surprising given the nature of social media; however there are two remarkable aspects here: 1) The overwhelmingly positive Twitter reaction to Sherman’s actions and 2) Sherman’s ability to build on the “controversial” spikes in volume over time.

Sherman Sentiment

The chart above shows the monthly volume of positive and negative tweets that mentioned @RSherman_25.  We used software from Topsy.com to code each tweet as having positive, negative, or neutral sentiment.  Given the press coverage of Sherman’s post-game interview, many would have thought of Sherman as the “villain”, however, the response on Twitter was more positive than negative.  Over time, the post-game “rant” has become thought of as more comical (e.g. President Obama referenced it at the White House Correspondents Dinner this year & Sherman uses it in a commercial for Swedish Hospital).

Sherman’s rise and development as a “brand” highlights several important brand lessons.  Sherman has exploded in popularity because he is smart, interesting and authentic.  This is a much better strategy for building a brand than to relentlessly playing it safe.

Manish Tripathi & Mike Lewis, Emory University 2014.

Elite 8 Recap: Kentucky Dominates Twitter Once Again

As part of the Goizeuta Bracket Buzz contest, we were tasked to determine which of the 4 matchups in the Elite Eight would produce the most pre-game “buzz” on Twitter.  Essentially, we looked at the 24 hour period before tip-off, and collected all tweets that mentioned either team or the match-up in that period.  The Kentucky-Michigan matchup had the most pre-game buzz.  The chart below shows the pre-game buzz for all 4 matchups (it has been indexed with Kentucky-Michigan as 100).

EliteEight

Mike Lewis & Manish Tripathi, Emory University 2014

Sweet 16 Recap: Nothing Compares to Louisville-Kentucky

As part of the Goizeuta Bracket Buzz contest, we were tasked to determine which of the 8 matchups in the Sweet Sixteen would produce the most pre-game “buzz” on Twitter.  Essentially, we looked at the 24 hour period before tip-off, and collected all tweets that mentioned either team or the match-up in that period.  The Kentucky-Louisville matchup had the most pre-game buzz.  The chart below shows the pre-game buzz for all 8 matchups (it has been indexed with Kentucky-Louisville as 100).

SweetSixteenBuzz

Mike Lewis & Manish Tripathi, Emory University, 2014