Cup Conspiracy: Finding the ROI of Starbucks Baristas Spelling Your Name Wrong

Everyone’s done it. Well, at least lots of people have, given 70 million customers visit Starbucks each week.

You’ve gone to Starbucks, given the barista your order and name, waited patiently for your drink and then received a surprise at the counter. “That’s not how you spell my name!”

The entitled monster inside you might be tempted to complain. You decide not to be that monster.

Instead, like thousands of others, you take your seat by the window, position your sunglasses so the sun glints magically just below the Ray Ban sticker and snap the obligatory Starbucks cup shot, captioning it “Lol why can’t @Starbucks ever spell my name right”. Cue a couple of consolatory likes. Then move on with your deadpan scroll through other people’s lives.

The Brandwatch React team, who are feeling a little existential before their morning coffee today, decided to take a look at this phenomenon.

How much free advertising has Starbucks got from the incorrect (and correct) spelling of their baristas?

This article has been times, of course, but not in any quantitative sense so far as we can tell.

We used the newly launched Brandwatch Image Insights to find people posting pictures of their Starbucks cups on Twitter, and searched within those mentions for people specifically referencing the spelling of their name in the caption. Then we looked at tweets without logo detection (these include people chatting about Starbucks spelling their name wrong, or right, without necessarily including an image, or including an image where the logo isn’t visible).

This is what we found.

Starbucks spelling your name wrong: Waa, waa, waa

Looking at US and UK mentions between 1st June – 18 July 2018 (excluding retweets), we found around 50 tweets per day including a reference to the spelling of a name and a mention of Starbucks either in the text or as a logo in an image. Overall there were 2,814 mentions – many of them were posted by women.

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Now 2,800 mentions might not seem like a huge amount, but consider that Starbucks has been putting names on cups since March 2012.

We can fairly safely assume that’s an extra 75,000 mentions (and this is on Twitter alone, without RTs) that have hit the timelines of thousands, if not millions, of people with Starbucks’ name or logo front and center.

Misspelt names, while not exactly positive, aren’t really going to offend anyone, so that fact that people are inclined to share images of their orders when this occurs means Starbucks’ earned mentions on social are getting a decent boost.

As we’ll find, misspelt name mentions are actually getting Starbucks better quality exposure on social than in their average Twitter conversation.

Of course, not all mentions are created equally.

Some mentions are tastier than others

What creates a stronger impression on a person – a tweet that moans about name spelling or a tweet that moans about name spelling accompanied by a portrait shot of a delicious looking strawberries and cream frappucino with a chocolate croissant?

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Pictures tell a thousand words. Pictures capture the eye much easier than text does. Pictures also get way more engagement.

On top of that, Starbucks is also in a place where their logo is so recognizable that they don’t even need to include the words “Starbucks Coffee” in it. The ‘Starbucks siren’ is arguably as iconic as the Playboy bunny or the Apple apple.

A photo of the logo, then, is surely worth more when it comes to getting your brand in front of people than a droney comment that’s a lot easier to scroll past.

What else is good in a mention? An @ mention isn’t a bad place to look next – they’re easy to track, they provide a link back to the owned channel which could result in an extra follow or two. It’s not as good as a photo, but it’s still pretty good.

And failing an @ mention, a brand mention is a good third place. Still has the brand recognition, just without the visual/linky goodness.

So here’s a little hierarchy – although note that we’re talking about neutral or positive mentions here (not a photo of a half eaten brownie with a hair hanging out of it). A misspelt name probably isn’t going to put off current or future customers.

Form of engagement Level of goodness
A photo containing the logo + an @ mention Brilliant. A venti hot chocolate with extra cream
A photo containing the logo + a brand mention Great. A grande caramel coffee frappuccino
A photo Pretty good. An “I’ll have a croissant with that”
An @ mention Good. A cool ice tea on a hot day
A brand mention Not bad. A healing americano as the hangover sets in

Why the hierarchy?

Because names being misspelt offers the perfect opportunity some top tier, creamy earned mentions.

We took a look at the Starbucks mentions that included name spelling as part of the caption.

We also used Brandwatch Image Insights to identify instances where people shared an image which included the Starbucks logo (but not necessarily the brand name) as well as searching for mentions of spelling names that included “pic.twitter” – many of the photos shared didn’t include the Starbucks logo because it was obscured by a hand or was on the other side of the cup.

Here’s the breakdown of mentions that tweets about names on Starbucks cups get. Click on the engagement types to find examples of each.

Form of Starbucks engagement Total mentions % of total
All mentions 2814 100.00%
Mentions that include a photo 758 26.94%
A photo + an @ mention 176 6.25%
A photo + a brand mention (no @) 574 20.40%
A photo (no @ or brand mention) 8 0.28%
An @ mention (no photo) 156 5.54%
A brand mention (no @ or photo) 1900 67.52%

*Please note, @ mentions include @Starbucks or @StarbucksUK.

Some key takeaways:

  • Tweets regarding names on Starbucks cups are more likely to contain images than general Starbucks mentions. Excluding RTs, we found that in the same time period, 14% of general Starbucks tweets contained an image (specifically, the term “pic.twitter”) compared to 27% of cup name tweets.
  • People are keen to let Starbucks know about the errors or at least call them out on them. Generally speaking, we’ve found that around 70% of image mentions (photos posted on Twitter containing a logo) don’t mention the brand in the accompanying text. In fact, we found that out of 35,528 Starbucks logo mentions from 1 June – 18 July (excluding RTs), 32,938 (92%) didn’t mention Starbucks. Mentions about names on cups that contained an image were far more likely to mention Starbucks in the text than general Starbucks images shared.

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And on top of that

We found a whole bunch of verified authors with thousands of followers getting involved in the conversation, too.

What does it all mean?

To summarise that analysis, if we are to accept that people sharing images (especially with a brand name or @ mention) is the most valuable form of “free advertising” for Starbucks on social, the whole name spelling trend is working harder than the general conversation to generate it.

The % of people sharing images in the name spelling data is almost double that of the general conversation – and we can be a lot more confident that these pictures are of full, frothy frappuccinos than unimpressive brownies.

The fact that Starbucks spelling your name wrong has become a meme in itself is no loss for the coffee giant.

If this is all a scheme by Starbucks to get free advertising on social media, it’s a very good one indeed.

Are you a journalist looking to cover our data? Email us at react@brandwatch.com for more information.

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Olive Garden is Bouncing Back. Can Social Data Explain Why?

Electronic point-of-sale systems, guest forecasting software and wait-time sharing across nearby restaurants are all examples of customer-first technology that Olive Garden, under the powerful umbrella of Darden Restaurants, would invest in earlier than most chain restaurants.

It was this forward thinking, tech savvy and collaborative mindset that would see them through the rough and smooth.

In the wake of the financial crisis, with Americans eating out less frequently and tightening purse strings, Darden held tight to its analytical approach to knowing the customer. They championed price consistency at a time when customers were seeking value and ultimately rode out the storm in a way that other restaurant chains failed to.

Times wouldn’t necessarily get easier for Olive Garden, though. Darden was essentially taken over in 2014 by Starboard after what Bloomberg calls “a shareholder revolt“. Starboard burned the company with a scathing presentation on everything it was doing wrong and why investors were being put off. The CEO stepped down. Things weren’t looking good.

But since then, Olive Garden (and Darden Restaurants) has undergone an enormous turnaround. The chain just recorded 11 straight quarters of same-restaurant sales growth and Darden’s stock price is at an all-time high (about 150 per cent higher than three years ago).

Olive Garden is back on top.

It also made its way to the top of our Chain Restaurant vertical in the recently updated Social Index. What’s behind the success? The Brandwatch React team thought we’d take a look through our own unique lens.

Millennials don’t go to restaurants. Or do they?

Strangely enough, it appears millennials are big fans of Olive Garden. CEO Gene Lee claims that millennials make up 30 per cent of Darden’s customers, though they make up just 24 per cent of the population.

“Believe it or not, millennials still want to come to restaurants… People still want to come to restaurants and have that experience. And we’ve just got to provide them the right experience and the right value.”

It might not fit with pervasive thoughts on millennial behavior that removes young people from the habits of their parents – eating out, like home buying, is often regarded as in decline among millennials – but one explanation is that they are just doing these things later than their parents. As millennials start families they’re moving closer to Olive Garden’s key demographic, with family-feeling central to the experience.

Want to know what else millennials like? A consistent, authentic, responsive presence on social media – something that Olive Garden has come to excel at.


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Olive Garden on social

Boasting an impressive 380k followers on Twitter and six million likes on Facebook, Olive Garden has a huge audience and treats them well. It’s a winning combo, particularly for a company beginning to capture a younger demographic.

Responses to queries are fast, and the brand knows how to use emoji which is an added bonus. It’s not quite Denny’s but it’s getting there.

Some might call their frequent use of the breadstick on social gratuitous, but they’re really catering to their audience.

Not only are breadsticks a hit in real life, we found that around 10% of social Olive Garden mentions we tracked back until 1 June contained a mention of breadsticks.

Looking at the wider conversation on social, we looked out for significant spikes over the last few months to see how people were discussing the brand. The biggest spikes are non-owned and light hearted.

Breadsticks were, again, a large part.

President Donald Trump was able, again, to get in there too. This adheres to the rule that Donald Trump will find a way to be involved in any conversation and somehow make a significant mark on it.

Overall, Olive Garden is a hugely visible brand on social that engages quickly and helpfully with its audience. These are big factors in making it to the top of our Social Index.

Consumer insights with social analytics

Olive Garden has long prided itself on understanding its audience, so we thought we’d take a look at its audience using Brandwatch Audiences.

Comparing members of its Twitter following’s interests to the average Twitter user, we found some insightful differences. Firstly, that Olive Garden is on point targeting families. Fans of the brand are also more likely than average to enjoy food and drink (duh), animals, books, games, movies and TV. They’re not so hot on technology, fine arts or business.

 

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The audience skewed disproportionately female, something we hadn’t expected.

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While traditional methods of capturing audience data are incredibly useful, social data can provide additional depth in ways that don’t involve a lot of the bias and consumer interruption that come with other methods. For a brand that’s so people-focused and keen to welcome in a broad audience as part of the family, listening to fans (and non fans) is so important.

In an article we referenced above, we were interested to hear about the CEO’s concerns about new players like Uber Eats.

“We constantly sit around here thinking about how does Amazon have an impact on our business,” Lee said. “Our research tells us that guests still want to come to restaurants.”

Takeout is a growing part of Olive Garden’s business, making up nearly 13 per cent of their sales last quarter, and as delivery drones receive more investment (larger catering packages, but nothing for a hungover individual seeking a carb-heavy comfort meal).

After all, we did find some demand for personal home delivery in the data we gathered.

Investigation into these issues using social data alongside traditional research methods can only widen the pool of voices a brand has access to, and each is valuable.

Are you a journalist looking to cover our data? Email react@brandwatch.com for more information

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Doctor Who 13: How the World Reacted to the New, Female, Doctor

Full disclosure: I’m not a Doctor Who fan. In fact, I just had to Google whether it’s styled as ‘Dr. Who’ or ‘Doctor Who’.

That isn’t to say that I dislike it, I just haven’t made a habit of watching it. What has grabbed my attention, however, was watching people on social last night and today totally losing their heads because the newest doctor is a woman.

Like, dude. You’re crying over the fact that a show, where the main character is ‘an extraterrestrial being from the planet of Gallifrey’, now has a female lead. After 53 years of male leads. I Googled that too. Anyway, come on. Let us have a go.

And so! What better reason to log on to Brandwatch Analytics than to pull the data on what social’s saying about the appointment of (the excellent) Jodie Whittaker?

I’ve had a venti iced americano and an egg on toast, I’m ready.

I used the Dashboard Wizard in the platform (which is dead easy to use, by the way) and searched for all mentions of #Doctor13, #13thDoctor, #DoctorWho, #TimeLord, and #JodieWhittaker.

Doctor Who 13: The story in social data stats

The news was mentioned on social over half a million times yesterday alone (with the hashtags I mentioned above).

 

If you’ve somehow missed the announcement video, which has now been liked over 110,000 times, you can see below what all the fuss is about.

Of all mentions, 55% are based in the US, and 22% in the UK, but as you can see from the geotagged map, the whole world has been abuzz.

Shout out to Doctor Who fans tweeting from the Pacific Islands!

Slightly more women than men have posted about the news, at 53% versus 47%.

It should definitely be noted that the sentiment-categorised mentions have been overwhelmingly positive, at 80% compared to 20% negative.

Despite this, a lot of focus in the media has been firmly on the reaction of some who feel that allowing a woman to play the Time Lord is heresy, and have cracked out some lukewarm all-caps tweets letting the BBC know that they’ve LOST A VIEWER. Bet they’re devastated, pal.

I asked Founder of the Everyday Sexism Project, Laura Bates, how she feels about it.

The fact that this is even an issue in 2017 is fairly ridiculous, but more shocking are the number of people who seem genuinely angry at the fact that after 12 white men have played the doctor, one woman is finally going to get a turn. It shows that even today progress towards equality is still met with resistance, anger and vitriol.


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Doctor Who 13: The most popular takes

It’s worth looking at the biggest tweets on the subject. What’s been shared the most? What’s resonating?

Of the ten most shared tweets, eight are BBC owned. Unsurprisingly at the time of writing the BBC’s announcement is the most shared at 59,272. The third most popular tweet around the Doctor Who news, though, is perhaps my favourite.

Writer Jenny Trout posted a video of her daughter watching the announcement video, and it’s wonderful.

If you don’t understand why Jodie Whittaker’s appointment is a good thing, then hopefully this goes part of the way to explain it.

As of time of writing, it’s been retweeted almost 18,000 times, and liked 61,914 times.

 

All hail Jodie Whittaker

According to the internet, it’s pretty easy to let the sex of the actor overshadow the actor herself.

Whittaker earned rave reviews for her role in Broadchurch, and according to social, everyone’s jazzed that she’s the new Doctor. We found a lot of blue tick support.

So what’s the takeaway here? That the likes of Dave, Martin and John in the Daily Mail section are the voice of the few, not the many.

 

Hey, guess what? Women can, in fact, be doctors. Women can even be Ghostbusters.

This is one more positive step in the right direction, and I’m here for it. You never know, I might even start watching.

If you’re a journalist looking to cover our data email us at react@brandwatch.com for more information.

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The Internet Reacts to Game of Thrones Season 7, Episode 1

Game of Thrones Season 7 is finally here and, as always, the Brandwatch React team could not wait to get our hands on the data surrounding reaction to the premiere.

This year we’re tracking mentions of each episode across Twitter, Facebook and Instagram to see what moments and characters jump out in the data.

**SPOILER NOTES: We won’t go into the details of what happened in each episode but we’ll tell you which characters were mentioned most. If you want to avoid that, we’d suggest coming back later. Our analyst for this data doesn’t watch the show before putting together these blog posts and goes out of her way not to spoil anything for herself, so if you spot any clues as to what occurs in the episode they’re purely coincidental and accidental. Alright, disclaimer over. You’ve been warned.**

Dragonstone: Top line stats

  • We tracked 97,590 mentions of the show as it aired between 9:00 and 10:02pm ET on Sunday 16th July
  • The biggest spike in mentions came at 9:09pm, with 4,270 mentions in a single minute
  • 53% of gender-categorized authors were female, 47% male

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The non-specific highlights

It was interesting that the top-mentioned moment wasn’t the opening scene. Usually when there’s a hotly anticipated show being released these first few moments garner the largest spikes as people talk about their excitement for the return. It’s what happened last year.

Instead, while the opening moments saw big volumes, it was a spike at 9:09pm that saw the largest volume of posts per minute (4,270 in this case).

By the looks of it, the biggest moments will occur in the first 15 minutes, followed by another mention-boosting event around 9:40pm. Brace yourself for those.

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Arya Stark, queen of social

Character-wise, Arya Stark emerged as by far the top-mentioned character. She was followed, somewhat strangely, by Ed Sheeran who had a cameo in the episode.

Daenerys Targaryen and Reddit’s favorite Jon Snow were third and fourth.

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Five of the top tweets during the show

Want more Game of Thrones data?

Our coverage of Game of Thrones data spans years, and we have a huge archive of season and episode specific data over at react.brandwatch.com/gameofthrones. Our wavey data visualisations will also be covering season 7 as it goes on.

You can also take a look at our recently released Game of Thrones infographic that we released alongside Dr. Jillian Ney. It analyzes a million Reddit posts to find the most loved, overrated and underrated characters and more.

Still want more? You can download our case study on how Brandwatch helped DDB and Sky inspire New Zealanders who had previously dismissed the show to get excited about the upcoming season.

If you’re a journalist looking to cover our data email us at react@brandwatch.com for more information

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Infographic: We Analyzed 1 Million Game of Thrones Reddit Posts. Here’s What We Found

When George RR Martin began writing A Song of Ice and Fire he probably didn’t anticipate the incredible following the characters and the world that he created would one day generate.

Not only did he write a bestselling book series, but the subsequent television adaption, Game of Thrones, has propelled millions to the edge of their couches, cringing at the violence, crying for the lost and riotously cheering for their favorite characters.

The commitment of the fandom can be measured in all sorts of ways, from viewing figures to box set sales. But these numbers don’t tell us much more than that people are watching. To really understand how audiences feel about Game of Thrones we need to listen to them.

We teamed up with r/gameofthrones ahead of the coming season. Redditors will come to this forum to discuss characters, conspiracy theories, plot lines and basically every conceivable aspect of the show and books you could imagine.

While Game of Thrones gets millions of mentions across social media, analyzing this subreddit gives us access to the most dedicated of fans. This is a place to discuss the show and nothing else, providing focus and honesty – it goes way beyond the hype measurement potential (but essential vacuity) of a “can’t wait for season 7 of #got” tweet.

We analyzed nearly a million mentions between 4 May and 4 July 2017. This is what we found.

 

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Are you a journalist looking to use data from our Game of Thrones infographic? Email us at react@brandwatch.com for more information.

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Where Do Your Customers Get Their News?

For all the talk of misinformation, the places we get our news still make up important parts of the way we see the world.

As such, it’s vital that brands know where their customers are getting their news.

Is that negative story in the Wall Street Journal going to be read by your customers? Which news outlets should you choose to advertise with? Should you get on board with this political campaign given your customers read this paper?

The Brandwatch React team has been interested in this topic for a while, and spotted a golden opportunity to try out a newer feature in Brandwatch Audiences in exploring it.

“Followers of” is one of the options to sort audiences by in the platform. It allows users to find and view people who follow a certain account. So far, so obvious.

It also allows you to look at the followers of one account who also follow another account (if you’re an Audiences customer, you can do this by searching for two sets of “followers of” under “ALL of these”).

We decided to apply this method to try to ask the question “where do people who like certain brands get their news?”. We looked specifically at followers of major fast food restaurants and clothing brands, picked at random. We also picked out six news outlets with a range of political stances to compare.

Search for followers of a brand, search for followers of a news outlet within those followers, work out the difference between that number and the original audience and hey, presto – you have the data.

A quick note on methodology

You’ll notice when you view the charts that the New York Times and CNN make up the largest news-related chunks of each brand’s following in this study. We put this down to them having the largest followings of all the news outlets, so there’s more chance of a crossover. (The reverse is true of MSNBC, consistently the least popular – this is because it has the smallest following of all the news outlets).

The more interesting things to look at is where each news outlet stands across different brands. As you’ll see, there are some interesting differences.

We measured followings by looking at the main accounts for each brand and news outlet – we didn’t use international variations or sub-brand accounts for either. We did measure them across Twitter, though – not just focusing on the US.

Fast food restaurants

We compared the followers of restaurants McDonald’s, Wendy’s, Starbucks, Taco Bell, Subway, KFC, Dunkin’ Donuts and Chick-fil-A to see what % of them also followed MSNBC, Washington Post, FOX News, Wall Street Journal, NY Times and CNN.

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Five key takeaways from the data:

  • Chick-fil-A customers are big fans of FOX News. This is the nearest any publication comes to taking over NY Times or CNN as a %.
  • Dunkin’ Donuts customers are more likely than any of the other restaurant fans to follow the Wall Street Journal.
  • Starbucks followers appear to be the biggest fans of NY Times and CNN. They seem less keen on the other news outlets than many of the other restaurant fans are.
  • MSNBC was the least popular of all the news outlets among fast food followers, but Dunkin’ Donuts fans were the most likely to follow them.
  • KFC and Dunkin Donuts’ fans had the most similar news followings of all the restaurants.

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Fashion brands

We compared the followers of the fashion brands Nike, Ralph Lauren, GAP, Levi’s, Tommy Hilfiger, ZARA, Dior and H&M to see what % of them also followed MSNBC, Washington Post, FOX News, Wall Street Journal, NY Times and CNN.

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Five key takeaways from the data:

  • The following patterns are a lot less uniform across the board compared to the restaurant data.
  • Compared to fast food outlets, the fashion conscious are far bigger fans of NY Times than CNN (something that’s more balanced in the restaurant data).
  • GAP has the most pronounced fans of MSNBC, NY Times and Washington Post. Generally they seem like the most likely brand fans to also follow news outlets.
  • Of all the fashion brands, Nike fans seem to be the least likely to follow the news outlets we suggested. Their results are also a little more comparable to the fast food data in general than the other fashion brands.
  • ZARA has the fewest FOX News fans.

Brandwatch React + Audiences

We’re written a series of posts based on analysis using Brandwatch Audiences. Here are a few of our favorite:

  • The demographic differences between dog people and cat people
  • Comparing the audiences of Alien: Covenant with other hit movies
  • Emoji data reveals how men and women illustrate their tweets

Are you a journalist looking to cover our data? Email us at react@brandwatch.com for more information.

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Amazon Prime Day: 10 Things People Want to Buy

Amazon Prime Day is upon us and thousands of people are discussing the deals online.

The Brandwatch React team jumped straight into the data to find out what people were talking about and what they intended to buy in the day of sales.

Amazon Prime Day: Like Black Friday, but without the fighting

Hype has been growing steadily over the last few days, but Amazon caused a significant spike in conversation on Monday when it announced that some deals would in fact be available early.

Overall, the conversation has been driven by more women than men.

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Amongst key topics of conversation have been coupons, promotions and giveaways, but these often spammy offers don’t give much indication on what people might actually want to buy. We searched for “intent to purchase” strings to try to work out what people really want from Amazon Prime Day. 

1. Demi Lovato’s music

Demi Lovato’s #PrimeDay tweet gathered a huge amount of attention. If the 20,000 people who retweeted it remember to check the site, she could do great today.

2. Something, everything, things and shit

There are a lot of people who want to give Amazon their money. They just don’t always know what for.

One of the most common themes in the data was non-specific items – wanting to buy something, everything, or lots of things or lots of shit.

3. Tech

This might not be Cyber Monday (in fact, it is Tuesday), but tech is on the menu for many Amazon Prime shoppers today.

Whether it’s Apple products or video games, people are keen to get their hands on the latest tech at the cheapest of prices.

4. Amazon tech

Amazon are, predictably, pushing a lot of their own tech today with significant issues on the Amazon Echo.


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5.  Work out gear

We spotted supplements and health books in the spotlight deals – Amazon are definitely on this.

6. Baby accessories

While a lot of the hype around Amazon Prime is focused on more trivial items, there’s definitely a hunger for home essentials.


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7. Outdoors items

Amazon are definitely catering to the outdoorsy among us, plugging garden storage and lawnmowers. Shoppers are also looking for accessories for their summer vacation.

8. Novelty gifts

For people who like to buy their holiday presents months in advance, today is like Christmas morning.

9. Furniture

New homeowners in the office have already been heard enthusing about the homeware deals, from a pressure washer to this octagonal inflatable hot tub.

If you’re looking to deck out your new house, move fast.

10. Stranger items

While the above items were fairly predictable, these didn’t exactly fit into a category…

Not everyone’s ready to pay

Not all of the hype was about buying things, though.

We were interested to see making a splash in the conversation.

A number of people were talking about Amazon advertising on Breitbart, and that they refused to get involved with Prime Day while it was happening.

The prominence of these topics is a good indicator of a growing group of people who are concerned with corporate social responsibility, although they weren’t dominating the conversation.

We also found a lot of people saying they were struggling to find the things they wanted in Amazon’s sales – something that’s fairly inevitable, but also something that people like to complain about.

Why track intent to purchase strings?

Looking at what people are thinking about buying (and when they’re thinking of buying them) offers companies an easy opportunity to jump in with some targeted ads with an irresistible deal, or to inform their wider strategy when it comes to sales.

It’s just one of many use cases a tool like Brandwatch Analytics can offer.

Are you a journalist looking to cover our data? Email us at react@brandwatch.com for more information.

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Fast Data: No Excuses For Cricket Star Sachin Tendulkar’s Get Fit Campaign

Exercise might not be the first thing to spring to mind on a Monday morning, but world famous cricket star Sachin Tendulkar has caused quite the fitness stir.

In a tweet to his 17 million followers (which has recently been deleted), Tendulkar encouraged fans to tag their unfit friends or relatives along with their phone numbers to get them the chance for a pep talk from the man himself.

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What’s the problem with that? Well, if it wasn’t enough that you’re calling people out for being unfit, sharing your loved ones’ phone numbers publicly online is not really OK. Even if it is to get them a phone call with their favorite sports star…

Phone numbers, phone numbers everywhere

We tracked the number of people who posted phone numbers in the first three hours of the post being up, finding 130 instances.

Accompanying the tweets, some posted images of their relatives as well as extra comments about their laziness.

They weren’t all confined to India, with many people posting international phone numbers.

Against the rules?

Aside from potentially offending the person who’s information is being shared, these posts may be in violation of Twitter’s terms of service. Posting someone’s number in such a public way can open them up to unsolicited contact from anyone – not just one of the greatest batsmen of all time.

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If you’ve posted your friends’ phone number online, you may want to think about taking it down.

Sensible replies

While many rushed to tag their friends, others were a little more measured in their responses.

If you’re a journalist and our interested in our data, please email us at react@brandwatch.com for more information.

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Dog People vs. Cat People: We Analyzed 43k Twitter Accounts To Find Their Differences

It’s a tail as old as time.

Cat people and dog people have always been at war. In fact, the vicious feud is something we’ve covered before on the Brandwatch blog. But is it all nonsense?

After all, and as our adorable header image proves, dogs and cats are more than capable of getting over their differences. Well, dogs can. The cat looks slightly less relaxed about the whole thing.

Using Brandwatch Audiences, we decided to compare those who described themselves as cat lovers and dog lovers in their Twitter bios. These are people whose love for their dogs and cats are central to their outward identity. We studied 18,287 cat lovers and 25,003 dog lovers who displayed terms like “love cats”, “love my cat,” “love my puppy” etc. under their profile picture.

The key differences

If someone describes themselves as a dog person, you might start to make assumptions about other aspects of their personality. Their dedication to their friends and family, perhaps. Maybe their interest in sport and fitness.

When we compared the dog lovers with cat lovers in Audiences, we were amused to find many of these stereotypes coming through in the data.

For example, dog lovers appeared more interested in family and friends than cat lovers, who are well below average here. Cat lovers also preferred more individual pursuits like books, fine arts, and photo and video.

Both, of course, were interested in animals and pets.

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The differences extended to professions too.

Creative-types tend to be cat people (in fact, they love cats more than any other profession), while executives prefer dogs.

We were interested to see that students mention their love of cats more than dogs, but also that their group is over-represented here. Perhaps this is actually down to young people being a little more disposed to talking about their pets online.

You might not expect the CEO of a company to include their love of dogs next to their other esteemed accolades.

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Those in scientific or technical jobs like researchers or IT professionals tended to prefer cats, too.

Meanwhile, teachers, sports people, sales people and healthcare practitioners preferred dogs.


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We also noticed that people who discussed loving cats or dogs in their bios tended to be female.

Females tended to prefer cats and males tended to prefer dogs.

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Not so divided

Despite all these differences, there were a significant number of each group that also talked about the other. (For example, some people claimed “I love my dogs and cats” or had “I love cats” in their bio and then discussed dogs in their tweets).

We took a look at the number of cat lovers who followed the top three most influential “cute dog picture”-type accounts. Just under 1% of them did. Looking at it the other way around, just under 3% of the dog lovers also followed the top three most influential cute cat pictures accounts.

While these might seem quite low, we were only looking at three influential cat and dog accounts, not every cat or dog picture distribution account or adoption facility in the world. They’re enough to show that the categories “dog person” and “cat person”, contrary to popular opinion, are not mutually exclusive.

They might also suggest that people who prefer dogs are more predisposed to liking cats, while primary cat-lovers aren’t so willing to accept dogs so readily.

If you’d like to view these accounts for yourself, for research purposes, you can find them here:

Cats Dogs
EmrgencyKittens DailyPups
TheDaiiyKitten CuteDogPlcs
CrushOnKitty AmaziingPuppies

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What can we learn from this ridiculous analysis?

So comparing dog cat lovers and cat lovers might not sound like the most valuable use of your time (unless, perhaps, you run a pet store or a pound).

However, the analysis we’ve done here goes some way to show how insightful audience comparisons can be. Brandwatch Audiences can help you find out how your own following compares to those of your competitors and the different ways they are made up. This data can help you target different groups, tweak your campaigns and discover new audiences and what they’re into.

Social data offers insights you can’t find anywhere else, and Brandwatch Audiences (alongside Brandwatch Analytics) can help you do that.

If you’re interested in learning more, get in touch by booking a demo.

Are you a journalist looking to cover our data? Email us at react@brandwatch.com for more information, or if you have a request.

How audience insights contributed to a smarter VICELAND launch

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Exploring Nutella UGC with Brandwatch Image Insights

Nutella is one of the most adaptable food products in the world – it’s at home on toast, in milkshakes, as ice cream, and on basically any dessert. In fact, as you’ll find out in this post, you can put Nutella on almost anything.

Given how adaptable Nutella is, it’s no wonder that there’s so much user generated content around the product online. It’s something we wanted to explore.

The newly launched Brandwatch Image Insights is an incredible tool that can detect logos in photos posted on social even when they’re obscured. The Brandwatch React team couldn’t wait to get our hands on it. We decided our first analysis would be on something we loved: delicious hazelnut chocolate spread.

Of course, if you don’t care about logo detection and just want to look at beautiful pictures of Nutella in various scenarios, don’t worry. You’ve also come to the right place.

70% of visual Nutella UGC goes unnoticed

Thousands of people have taken to social media to share their photos that include the Nutella logo.

But, given that so many of the logo’s appearances in them are either passive, in the background or self-explanatory, not everyone tags the brand in their posts.

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In fact, between 2 – 28 June 2017 we found 7,883 instances of visuals shared with the Nutella logo somewhere in the shot. Over 70% of these mentions didn’t include a reference to the brand in the accompanying text.

As a brand, finding out that an enormous chunk of the people talking about your product is completely off your radar can be a little uncomfortable. This is why logo recognition is so important.


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Freak shakes and pancakes

The array of situations in which Nutella can be used is vast, but studying how popular images featuring the logo are can offer good clues on the latest trends and inspiration for new campaigns.

Nutella on pancakes is a huge part of the conversation (and that’s a given, really).

We also found Nutella featured in this “freak shake” shot. Freak shakes (basically, enormous milkshakes that incorporate all kinds of confectionary accessorization) have rocketed in popularity over the last few months. If buckets of Nutella haven’t already been used to top up these enormous desserts, they will be soon.

Just freaky

But not all of the instances of the Nutella logo we found were…normal. We were surprised to find some people enjoyed Nutella in a burger.

Tasty sponsorships

Outside of the ways people eat Nutella, the brand’s presence at sponsored events can also be monitored using Brandwatch Image Insights.

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While tracking ROI on event sponsorships like the one above has always been difficult, logo detection means brands can now keep track of how subsequent images are shared online even when the person who posted it is focused on the pitch and not the surrounding ads.

Different shapes and sizes

The images returned by our logo search showed an incredible array of Nutella products.

From the smaller “Nutella & Go” packs and one-use spreadable pots to bucket-sized tubs of Nutella (and bigger), there were all kinds of products being shared in different situations.

Many of the images we saw may not have been official Nutella products but carried the logo – like Nutella lipstick, Nutella clothing and, for some reason, syringes filled with Nutella. Brandwatch Image Insights is a great tool for alerting brands to unsolicited use of their logos in images that may not have been otherwise detected. This, coupled with alerts, that can let key stakeholders know when the conversation changes, can help boost a brand’s online protection and ability to react quickly to online events.

/>The different methods of consuming Nutella are also many and varied. From simple shots of just a tub and a spoon and babies eating it with their hands to elaborate cookie and cake recipes, there are all kinds of fans of it.

We coupled this research with some good old fashioned social data analysis to see what kinds of baked goods people were talking about most alongside Nutella, and it appears cookies are a far more popular way to enjoy it than pancakes and cupcakes.

Analyzing the different ways Nutella or any product is used using social data and logo detection can provide valuable insights into customer behaviour without disturbing the customers in question.

If you’d like to learn more about Brandwatch Image Insights, why not join our book a demo.

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