MutualMind - Back to school

MindMeld - Back To School

#ListenSmarterAugust 2014

2All Content ©2014 MutualMind • www.mutualmind.com • #listensmarter

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Topics on the Table

1. Study Overview2. Retailer Breakdown3. Product Breakdown4. MutualMind Command Center


Back to School

Study Overview


Study Overview

• The date range of this study is August 1st through August 25th. During that time there were a total of 32,822 mentions of one of the retailers and the phrase “back to school”.

• The majority of the conversations had a positive sentiment. 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 often disclosed the grade her kids were going into. These were found most regularly in blogs.

• Twitter made up the majority of content. Because of Twitter’s ease of use, many consumers choose to make posts while out and about from their mobile devices. The command center views highlight such real-time posts that marketers need to pay attention to.


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 outfits, and you have the potential 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 creating discussion-worthy shopping experiences and content. Amazon, while arguably an even better experience for a time-starved mom isn’t getting 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 emotion. Apparel is where retailers should focus their growth efforts, as customers are more willing to discuss (and potentially buy) these wares.

Executive Summary


Study Overview

• Back to school often 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 attire. Marketers have taken this opportunity to capitalize on consumers who will be shopping during this time.

• 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 objectives, we setup advanced keywords that would collect any mention across all the major social networking and news sites that mentioned “Back to School” AND one of the following retailers:

• Walmart• Target• Kohl’s

• JC Penney• Kmart• Amazon

Introduction and Scope


Study Overview

• For each retailer, we set up a keyword with several variations of their name based on previous research on how people refer to the brand. For example, we would include hashtags, Twitter 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 mentions of “back to school” or its common variants as well as one of the aforementioned retailers-

• (“back to school” OR backtoschool OR #backtoschool)• While this setup has the potential of missing some relevant posts, the design was to

aid in collecting 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


Study Overview

Keywords Setup Custom Content Tags


Study Overview

• The study was conducted for August 1st through August 25th. During this time, there was a total of 32,822 mentions. On Monday August 11th, there were 1,801 mentions- the peak of the 25 day study. Saturday August 16th saw the least number of mentions with 721.

• The majority of the content came from Twitter (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 writing 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 ViewBelow you’ll see the high level insights of the entire campaign.


Study Overview

Target 32%

Walmart 30%

Kohl’s 14%

Amazon14%

JC Penney4%

Kmart6%

Total Sentiment Total Mentions by Retailer


Study Overview

Sample Content


Back to School

Retailer Breakdown


Retailer Breakdown

• It may come as a surprise to some that Target actually exceeded Walmart by holding two percent more of the conversations on back to school shopping. Target carries trendy clothing for all ages as well as school supplies and after school snacks.

• There were 100 tagged pieces of content where Target was also mentioned.

• 16% negative• 78% positive

• The average Klout score of this group was 34 with a reach of 38,816.

Target


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 still first second and third by volume, but the quanities were less than those for Target.

• There were 66 tagged pieces of content where Walmart was also mentioned.


Walmart


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 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 mentioned.


Amazon


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 mentioned.


• The average Klout score of this group was 24 with a reach of 386.

Kohl’s


Retailer Breakdown

• Moms are still ranked as the number one tag by volume for JC Penney.

• There were 8 tagged pieces of content where JC Penney was mentioned.


• The average Klout score of this group was 71 with a reach of 32,066.

• An influencer known as @OurOrdinaryLife tweeted several times about her shopping trip with her daughter. She tweeted positively about the experience with her kindergartener.

JC Penney


Back to School

Product Breakdown


Product Breakdown

• As for the ‘what’ people are shopping for- we did a search using our robust post collection filters of some of the items we thought would be the most popular. Here is the breakdown for the following items-


Product Breakdown

To understand better what people were shopping for, we did a post collection search using the following Boolean logic (similar logic was used in the rest of the Product

Breakdown section of this report)- outfit OR outfits OR #outfit OR #outfits OR shoes OR #shoes OR apparel OR #apparel OR

clothes OR #clothes

Apparel


Product Breakdown

backpack OR #backpack OR backpacks OR #backpacks

Backpacks


Product Breakdown

pen OR #pen OR pencil OR #pencil OR pens OR #pens OR pencils OR #pencils

Pens/Pencils


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


Product Breakdown

Crayons OR #crayons OR crayon OR #crayon OR markers OR #markers

Crayons/Markers


Product Breakdown

folder OR folders OR #folder OR #folders OR binder OR #binder OR binders OR #binders

Folders/Binders


Back to School

MutualMind Command CenterViews


MutualMind Command Center

The MutualMind command center provides visualization for Real-Time analytics and monitoring





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