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Arizona Universities HISPANIC SOCIAL INTELLIGENCE REPORT Produced by OYE! Business Intelligence, LLC
| Date post: | 22-Jan-2017 |
| Category: |
Education |
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Arizona Universities
HISPANIC SOCIAL INTELLIGENCE REPORT
Produced by OYE! Business Intelligence, LLC
REPORT FOR Arizona Universities
2016 Comparative Analysis
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Actionable Insights:
OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to
derive meaning from unstructured social conversation among Hispanics. OYE!’s natural language
processing solution is designed not only to identify Hispanics, but to also derive insights marketers can use
in planning campaign strategy, messaging and targeting.
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.
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 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%
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 our clients and partners with insights that inform marketing campaigns across digital channels.
Table of Contents
Page 4: Overall Conversation Volume and Language
Page 5: Sentiment and Gender Analysis
Page 6: Geolocation
Pages 7-10: Appendices
Methodology:This analysis covers over 1,900 Hispanic verified conversations gathered from over 18,000 Instagram
posts about Arizona State University and competitors, Grand Canyon University and the University of
Arizona. The keyword hashtags used to collect this data were ‘ArizonaStateUniversity’, ‘ASU’,
‘GrandCanyonUniversity’, ‘GCU’, ‘UniversityofArizona’, and ‘UofA’. The data was collected between
January 1, 2016 – February 23, 2016.
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SAMPLE ANALYSIS
REPORT FOR Arizona Universities
2016 Comparative Analysis
Overall Conversation Volume and Language
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Arizona State University was the most mentioned on Instagram in total volume but had a smaller proportion of Hispanic
mentions (10%) while the University of Arizona had 11% and Grand Canyon University had a 15% Hispanic segment
respectively. Competitive analysis will provide ASU a comprehensive blueprint of Hispanic market opportunities and gather
insights from competitors’ marketing strategies and social performance.
Hispanic Language Preference Analysis
Overall Conversation Volume
0% 20% 40% 60% 80% 100%English Bilingual Spanish
- 2,000 4,000 6,000 8,000 10,000 12,000 14,000
Hispanic Non-Hispanic
Hispanics primarily discussed universities on Instagram in English. Notably, Grand Canyon University over-indexed (8%)
in the industry’s bilingual conversation (mix of English and Spanish), which was 4%. In regards to pure Spanish posts,
ASU (2%) and GCU (4%) both had Spanish conversation above the industry average. The University of Arizona was
found to be discussed mostly by acculturated Hispanics, with 97% of all mentions in pure English.
REPORT FOR Arizona Universities
2016 Comparative Analysis
43%
5%52%
44%
6%50%
Sentiment and Gender Analysis
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Hispanic women mentioned Grand Canyon University and the University of Arizona most often, at 77% and 75%,
respectively. Men favored posting about Arizona State University (35%). Overall conversation was 70% female, 30%
male.
Arizona State University conversations produced the highest positive sentiment (44%) among Hispanics compared to the
other two universities during the analysis (Jan 1 – Feb 23), slightly over-indexing from the overall industry average of 43%.
Hispanic Gender Analysis
Hispanic Sentiment Preference Analysis
0% 20% 40% 60% 80% 100%Male Female
43%
6%51%
40%
6%54%
Industry
Positive Negative Neutral
REPORT FOR Arizona Universities
2016 Comparative Analysis
Geolocation
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Out of State Geolocation
Arizona Geolocation
For additional information, contact OYE! at [email protected] or visit http://oyeintelligence.com/#products
Top Five Cities
Tempe, AZ 42%
Tucson, AZ 20%
Scottsdale, AZ 8%
Glendale, AZ 6%
Phoenix, AZ 6%
Conversation outside of Arizona mainly occurred in southern California and was found with regional pockets throughout
the country including in the south and east coast.
Overall conversation among US Hispanics peaked in the cities of Tempe and Tucson which corresponds with the
locations of the top two schools mentioned in this analysis. Other cities in the Phoenix metro area showed up with larger
portions of Hispanic conversations including Glendale, which is located within several miles of the GCU campus.
Top Five Cities
Los Angeles, CA 21%
San Diego, CA 6%
Seattle, WA 5%
San Francisco, CA 4%
Paradise, NV 3%
REPORT FOR Arizona Universities
2016 Comparative Analysis
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For additional information, contact OYE! at [email protected] or visit http://oyeintelligence.com/#products
Appendix A: Sentiment Conversation Examples
ASU
1. Positive Sentiment
https://www.instagram.com/p/BBRElP8PwUV/2. Negative Sentiment
https://www.instagram.com/p/BBl7YTTMI1I/
University of Arizona3. Positive Sentiment
https://www.instagram.com/p/BBp8oEIpuJM/4. Negative Sentiment
https://www.instagram.com/p/BBX81zftNYu/
1
2
3
4
REPORT FOR Arizona Universities
2016 Comparative Analysis
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For additional information, contact OYE! at [email protected] or visit http://oyeintelligence.com/#products
Appendix B: Gender Conversation Examples
ASU
1. Female
https://www.instagram.com/p/BB0VPB2IOU7
2. Male
https://www.instagram.com/p/BB4JnwlMjK5/
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2
REPORT FOR Arizona Universities
2016 Comparative Analysis
1. ASU
https://www.instagram.com/p/BBYn8USQbYH/
2. GCU
https://www.instagram.com/p/BBdRoPDofj6/
3. U of A
https://www.instagram.com/p/BBa-KWqByc9/
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For additional information, contact OYE! at [email protected] or visit http://oyeintelligence.com/#products
Appendix C: Out of State Conversation Examples
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2
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REPORT FOR Arizona Universities
2016 Comparative Analysis
1. ASU - English
https://www.instagram.com/p/BBjuUuDqxt8/
2. GCU - Bilingual
https://www.instagram.com/p/BBQWIVMq2Yj/
3. U of A - Spanish
https://www.instagram.com/p/BB8BZB4FCiG/
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For additional information, contact OYE! at [email protected] or visit http://oyeintelligence.com/#products
Appendix D: Language Conversation Examples
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2
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REPORT FOR Arizona State University
2016 Comparative Analysis
THANK YOU!
Eric Diaz
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