Oscars night 2nd March 2014 - ForSight Social Intelligence Case Study Michael Bosonnet
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Oscars night
2nd March 2014
ForSight Social Intelligence Case Study
Michael Bosonnet
michael.bosonnet@ireach.ie
What is iReach Analytics
• iReach Analytics is part of iReach Market Research, a full service market
research agency
• We work with your business to understand and help you get the most from
Social Media insights
• We turn social media conversation into business insights in the following ways
How do consumers truly What complaints do people Why are consumers choosing
feel about our brand and have about our company or another brand over our
products? competitors? own?
What are the most important Who are the most influential
What do our advertisements
factors to consumers when individuals regarding our
and marketing really “mean”
choosing a product in our brand, category or topic of
to people?
category? interest?
Benefits of Social Media Insights
Actively engage in a conversation
Simplifying Social Media
with the people who are creating
Conversations is something being
the story about your brand and
spoken about at every marketing
build a relationship with key
event
influencers
iReach Social
Insights
The service we offer is always This is a cost effective and
innovating to match the latest customised service, made specific to
platforms and ways of interpreting what is important for your brand
social data, many new
developments are in the pipeline
Social media monitoring for
Ireland during the Oscars night
2nd March 2014
What we have done iReach Market Research monitored Irish Twitter sentiment and Buzz Live, in order to highlight the key insights from what Irish Authors and influencers said about the Oscars. What are the major conversations about the Oscars in Ireland at the Oscars night?
Overview • Levels of conversation about the Oscars were low until Oscars night on the 2nd of March, where the activity greatly increased • The peak of conversation was 3 a.m. with more than 3,500 tweets • Between 5 a.m. and 6 a.m., Twitter shut down because of Ellen’s “selfie” • The majority of comments about the Oscars were positive (more than 21,000 comments) • Jennifer Lawrence dominated Twitter conversation more than any other actor. Especially when she fell on the way into the ceremony, this was picked up instantly on Twitter • Lupita Nyong’O won the fashion stakes in the eyes of Irish Twitter with the most conversation about her blue Prada Dress. She had been one to watch all awards season • People were very interested in Ellen as a presenter, the selfie and of course the fashion, with key Twitter conversation about the E! Red Carpet show being picked up in Ireland also, the winners of the Oscar for the best supporting actor/actress and the pizza guy
How the social conversation looked Here you can see the overall conversation cluster about the Oscars this year in Ireland. There was a great connection with the Social Media community in Ireland. People were really interested in the Oscars 2014 which is expressed by the positive attributes best and love as well the Oscars in general
Buzz and Sentiments Themes
iReach identified 6 key sentiment and buzz themes coming through Twitter
Ellen winning Jennifer Lawrence:
the social media “The social darling”
audience
Fashion Ellen’s Selfie
Music Jared Leto & the call
Performances for peace
Live stream Buzz (when were people talking the most?)
During the live show, there were more than 28,000 tweets
The peak with more than
3,500 tweets per hour at
3 a.m.
Twitter “selfie” crash
between 5-6a.m.
What are people talking about
At 3 a.m. conversation about the best
actor Oscars were very prominent for the
Irish Twitter community.
In the morning, the community talked about the best
Oscar wins including the surprising loss for Leonardo
DiCaprio
Jennifer Lawrence drove the biggest buzz, the
pizza guy also featured in the major topics. The
stars and how they looked were other hot
topics on Twitter.Conversation about “Best Actor”
Here we can see the major topics about The Best Actor award. The Irish
community were definitely rooting for Leonardo DiCaprio, however
there was a growing buzz about Dallas Buyer’s Club and MCConaughey.Only one stand out winner for “Best Actress” It was much clearer who the Irish Social Media audience wanted to win “Best Actress”. The name coming through the strongest was Cate Blanchett for “Blue Jasmine” who of course won the award in the end.
Ellen winning the Social Media Audience Ellen broke the record for the most re- tweeted tweet of all time, with a simple one liner and a “selfie” of some of Hollywood’s A-Listers. This served to humanize the Oscars and was massively popular with the social audience.
Ellen shocked the audience by a delivering pizza The pizza give out had a massive buzz online with people tweeting pictures of Brad Pit and Jennifer Lawrence eating pizza.
Jennifer Lawrence: “The social Darling”
J-Law drove the biggest buzz online for any actress especially during her unexpected
fall on the red carpet, this reminded people of her famous fall the previous year.
With iReach Analytics, you can see how something unexpected
can trigger a real buzz on Twitter.Fashion
Lupita Nyong’O, drove the biggest buzz about her dress and appeared to
win the Twitter fashion stakes.
Here we can see a separate conversation in Ireland just about the dress
she wore and the fact people loved it.The Impact of Ellen’s “Selfie”
The snowball effect of Ellen’s “Selfie” eventually was
recreated by The Simpsons, this drove a positive
conversation on Twitter.Music Performances
Music performances are a highlight of the
Oscars and every nominated song gets to
perform.
This year, the biggest social buzz was
about Idina Menzel, who became a
phenomenon playing Elphaba in
“Wicked”. Her song won the award
in the end.
We also spotted Pink (not nominated) but
who gave a powerful performance
remembering 75 years of The Wizard of OZ.
Pharell Williams, who was nominated did
not attract as much attention.Jared Leto’s call for peace
Jared Leto called for peace in
Venezuela and The Ukraine during his
acceptance speech. He paid attention
to a political issue that was central in
Irish twitter conversation on the night.
He anticipated the social need
This sheds insight on the social
aspect of Oscars and which
influencer A-Listers are driving
the conversation forward.
Leonardo DiCaprio and
Matthew McConaughey both
social activists spoke out about
these prejudices on Twitter.Hashtags and Mentions Hashtags during special events, show you which topic is important and emphasizes the most active topics. Such meta data can help you to group messages and to know the trend. In addition, you will get an overview how fast a topic is rising. Here we can see the top four for mentions and hashtags about the Oscars.
Conclusion
iReach Analytics’ monitoring of the Oscars 2014 shows
you how an event can be monitored both in terms of
social buzz and key sentiment.
By monitoring the sentiment and buzz of large Irish or International
events, you can get a real-time overview about the topics people are
talking about and how they think and feel about the event.
As a result, you can immediately respond to the social buzz.
For more of these insights, give us a call on 01 214 3745 (Michael Bosonnet)iReach Market Research
Telephone: 01-214 3740
Oisin Byrne
Oisin.byrne@ireach.ie
Michael Bosonnet
Michael.bosonnet@ireach.ieYou can also read
