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Tracx is a 360-degree social media management software (SMMS) platform delivering unified social intelligence that allows enterprises to manage, share and extract actionable insights, threats and opportunities from the social web.

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#ThursdayThrowdown: Scrabble vs. Words With Friends


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Social media can be efficiently utilized as a means to gauge how significant a product’s impact has been on popular culture since its inception (and an indicator of its longevity). By analyzing the volumes of posts, and the content of the posts themselves produced in relevance to a product, we can then gain insight into how that product has affected people’s everyday lives. 

Today we continue the #ThursdayThrowdown series at Tracx. Periodically, we’ll take two brands, events, or trends that we’re interested in and put them head to head using Tracx technology.

This week we’re looking at old versus new by pitting Scrabble against Words with Friends. Scrabble, a classic word game in which players use wooden letter tiles to spell words, hasn’t changed much since its original version was released over seventy years ago. In 2009, Zynga published Words With Friends, a mobile app that featured a virtually identical game. Through the Tracx platform, we measured both brands’ social media buzz, and dug deep into their conversations’ content in order to examine how the brands’ social presences represent their impact on today’s cultural climate.

Conversation Volume

Graph showing conversation volume over time for words with friends and scrabble

Over the last five weeks, Scrabble has been mentioned on social media nearly four times as often as Words With Friends. While both companies see a discussion of gameplay, Scrabble’s larger cultural cachet boosts the game’s social media footprint significantly.

Many of the most engaging posts about Scrabble reference the game’s substantial impact on pop culture over the last 70+ years. In June we saw a significant increase in conversation due to an Elite Daily Article entitled, “A Call To End All Games: I Like You, You Like Me, So Let’s Cut The Bullsh*t”  which uses children’s games as a metaphor for the dynamics of modern-day courtship. People shared this article relentlessly with their Twitter and Facebook networks.

Another popular post from 9Gag featured on Twitter uses Scrabble to poke fun at the German language, and received over 6,000 interactions. 

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Since the humor in both posts revolves around gameplay, either one could have just as easily referenced Words With Friends, as the mobile app kin to Scrabble is played almost exactly the same way. However, users’ decisions to post about Scrabble instead of WWF reveals the game’s larger pop cultural role. Scrabble has become an icon in today’s society.  

Winner: Scrabble

Demographic Diversity

Scrabble Words With Friends Age Demographics resized 600People discussing Words With Friends are typically on the younger side, and in general older people aren’t talking about the mobile game online very much at all. Scrabble, fitting with its reputation as a family game, experiences conversation driven by all age demographics. Scrabble wins when looking at social conversations by age because it not only has more penetration and relevancy, but also because its appeal to all age groups makes it a perfect family game. This makes sense, as Scrabble needs to appeal to family since it’s often parents who buy games for their children. Further, it is definitely not uncommon for adults to play together as well. 

Winner: Scrabble


When looking at the conversation drivers relevant to Words With Friends, a lot of discussion references technical issues rather than the experience of the game. Conversation drivers such as “android,” “iPad,” “iPhone,” “iPod,” “Google,” “username,” and “Facebook” appear regularly. 

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On the other hand, words related to gameplay are much more prevalent in the Scrabble discussion, where the conversation drivers include terms such as “enjoy,” “friends,” “fun,” “game,” “kid,” “dictionary,” “board,” “point,” and “age.”

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After looking at the word clouds featured above, where larger font size represents more mentions of the term, it’s clear to see that Scrabble beats out Words With Friends when it comes to conversation drivers that represent users having a fun, carefree time.

Winner: Scrabble

Top Influencers' Audience

Within any social media conversation we can identify influencers, the users whose consistently strong content reaches a large audience and inspires an enthusiastic response. Compared with the influencers who discuss Words With Friends, those who discuss Scrabble are more powerful with much larger bases of followers, fans, and subscribers. Check out the graph below to see the relative audience sizes of each brand’s top five influencers. 

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Winner: Scrabble


Scrabble’s win shouldn’t come as a surprise, since the classic board game outperformed Words With Friends in every social category we measured.

Even though the Words With Friends mobile app emphasizes social sharing, its social penetration hasn’t kept up with the popularity that Scrabble has accumulated across multiple demographics. Scrabble’s decision to stick with its classic, physical board game rather than update it for the digital world reflects the company’s time tested principle: If you make a good game, people will play and discuss it.

7 Reasons Why The Tracx Gorilla Won’t Be Using Facebook Mentions


Tracx Gorilla: Facebook Mentions App doesn't replace TracxMeet the Tracx gorilla. Our resident mascot has surprised us all with outspoken opinions on recent social media industry news. This week, he's been following the announcement of Facebook's new Mentions App. The app allows celebrities, athletes, and musicians to monitor their mentions on Facebook and then join the conversation.

The Tracx gorilla is thrilled to see more companies integrating social tracking with publishing, and he thinks Facebook Mentions will give many celebrities a great start at easing themselves into social listening. Still, he has a hard time imagining using the new app for himself. Here's why. 

1. He isn't famous enough to qualify

Mentions can only be used by Facebook’s verified celebrities, athletes, influencers, and musicians, which leaves our gorilla feeling a little neglected. He may not have the biggest fan base, but he still needs to monitor his online footprint. He isn’t the only one; plenty of awesome folk have been excluded from Mentions, but our gorilla is still feeling the sting.  

2. Only people can use mentions

The Tracx Gorilla understands that gorillas aren't exactly Facebook's target audience, but he's surprised to see that brands and companies are also excluded from using Mentions. Social listening isn't only for famous individuals - it's useful for any organization that's interested in listening and engaging its online audience. 

3. He wants more than Facebook conversations

Facebook Mentions, by definition, measures only Facebook. Different social networks are conducive to different types of conversations. An album of concert photos will probably end up on Facebook, a selfie taken at a baseball game could end up on Instagram, but a live analysis of a convention’s keynote speech will probably take place on Twitter or even a blog. Our gorilla needs a social tracking tool that captures the full spectrum of online discussion in real time, regardless of the social channel. 

4. He can't do all his work on an iPhone

Tracx Gorilla trying to use the Facebook Mention app Mentions is an iOS app, so it’s meant to be used on an iPhone or iPad, which is very limiting and neglects Android and desktop users completely.

As convenient as mobile devices are, they're uncomfortable to work on for long stretches. We doubt our gorilla's big paws can get out even a sentence on those tiny iPhone keyboards.

The gorilla gets through the day by switching back and forth from his phone to his computer, and he needs a social listening platform that can do the same.

Besides, his team here at Tracx works on a diverse array of devices: Android, Windows, and Apple are all represented. The Tracx gorilla needs to do his social listening and engagement on a platform that's flexible enough to work with any internet-enabled device. 

5. Mentions can't stop "Oops moments"

Our gorilla has been known to put his foot in his mouth, so he’s no longer allowed to post on social networks without approvals and governance. Without structure that allows celebrities and their staffs to submit their posts for approval, there’s nothing to stop the Tracx gorilla from posting his inappropriate views on banana rights.

6. Engaging Everybody Means Going Beyond Facebook

Even a gorilla knows that Facebook isn’t popular with everybody. Younger users tend to prefer Twitter and Instagram, and some of the savvy social media managers our gorilla wants to connect with are most active on blogs and forums. His international audience also uses local social networks, whose conversations he can’t afford to miss.

It’s important to get the full conversation. He wants to see anywhere he is mentioned so he can join the conversation, but also to understand the context.

7. Social listening is bigger than mentions

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Our gorilla isn’t old enough to remember the days when social listening was all about simply counting mentions, likes, or followers. He grew up in a new-aged social media world that goes much deeper, and he can’t imagine missing out on deep analysis like conversation grouping, sentiment tagging, and influencer identification.  


Our gorilla was relieved to find out that Facebook Mentions won’t be replacing Tracx anytime soon. The new app is an easy fit for a celebrity in need of a surface-level glance at Facebook posts, but for a not-so-famous gorilla that wants an in-depth analysis of relevant social media conversations across channels, and needs to be able to access that analysis from many devices, Tracx is still the platform of choice.

And he loves using Tracx's own mobile app, which, like Facebook Mentions, allows him to stay involved in social conversations while on the go, but as an improvement upon the Mentions app, the Tracx mobile app gives him the ability to join in the social conversation across multiple networks. (Plus, it relies upon the Tracx platform and includes Tracx's leading approval workflows.)



You Have 10 Days Left To Celebrate National Ice Cream Month!!!

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It’s summer, the sun is shining, the weather is hot, you’re sweating, and you need a refreshing treat… What comes to mind? Ice cream, of course! Everybody loves ice cream, from babies to the elderly (no chewing necessary!), and everyone in between. In honor of the holy grail of frozen desserts, U.S. President Ronald Reagan declared July to be National Ice Cream Month in 1984. More particularly, the third Sunday of each July is National Ice Cream Day, a day for ice cream vendors to provide celebratory deals for patrons and sugar enthusiasts to eat their hearts out.

As with most holidays these days, social media experienced a boom of activity surrounding this year’s National Ice Cream Day. Millions of ice cream posts were created across all major social networks such as Facebook and Twitter, but most notably the hashtag #NationalIceCreamDay began trending on Instagram towards the end of last week. Over 20,000 pictures and videos were uploaded with the tag on the photo-sharing network.

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But it wasn’t just individuals that turned to social media to celebrate National Ice Cream Day. Some major brands got in on the action as well. 

Ben & Jerry’s ice cream trucks rolled around Portland, Oregon and New York City on Sunday offering up free scoops of Salted Caramel Brownie and Hazed and Confused, two new premium flavors in their recent Cores line. The trucks are taking a break today after a busy weekend, but don’t worry, they’ll be back in action tomorrow.

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Carvel, the shop best known for its soft serve ice cream, offered throwback prices on National Ice Cream Day via a coupon on their Facebook page. Cones were priced at as cheap as only 80 cents for the day!

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Baskin Robbins took a larger-scale approach, offering free waffle cone upgrades with the purchase of any double scoop of ice cream throughout the entirety of National Ice Cream Month.

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However, ice cream remains a significant topic on social media throughout the summer, not just during National Ice Cream Month. As discussed in our blog post HERE, Ben & Jerry’s already rocks the social sphere, but could have better capitalized on an out-of-the-blue marketing opportunity by harnessing the power of a unified enterprise social media management system.

Whether you're looking at National Ice Cream Month, ice cream in general, or even women's fashion apparel, it's important to see the big picture. Tracx uniquely provides this deep level of insight into every aspect of your brand's social ecosystem. To learn more about Tracx, register for a product tour below.

The #FridayFive for July 18th


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Happy Friday everyone! Today we continue the tradition of the #FridayFive here at Tracx. Each Friday, we’ll provide a quick rundown of our favorite content that gathered significant traction on social throughout the week. These trends are identified using the Community Dashboard in the Tracx Social Enterprise Platform.

Using Tracx technology, this dashboard collects trending content to present a complete and holistic view of what’s popular across the social web, in real-time. This information is invaluable for people and enterprises that want to produce content that is highly relevant, and who also want to weigh in on the most current topics possible. While the #FridayFive will always consist of content that yielded significant attention in the social media world, these lists are comprised of the trends that grabbed OUR attention the most. They might be informative, controversial, or comical.

Coolest Cooler

This has got to be one of the best inventions ever. The Coolest Cooler has taken the internet by storm, raising almost $6 million in its first week on KickstarterThe Coolest features a built in blender, a removable Bluetooth speaker, a USB charger, a gear tie-down feature, a cutting board and plates, a bottle opener, and built in LED lights. The invention had Twitter buzzing this week, and media outlets in particular created content aimed at spreading the word about this awesome new product.

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The sports world paid homage to one of the greatest baseball players to ever play the game this week, as Derek Jeter announced his plans to retire at the end of the MLB season. Over his career, Jeter has not only won 5 World Series rings with the New York Yankees, but he has also established himself as a respectable sportsman, consistently maintaining solid character at the highest level of play. Fittingly, the Jordan brand’s RE2PECT campaign is receiving huge amounts of social buzz. No words are necessary in this powerful YouTube clip, which went viral earlier this week.

Kacy Catanzaro at the 2014 Dallas Finals | American Ninja Warrior

American Ninja Warrior has always been one of those TV shows that few people actually watch on purpose – It’s the kind of show that you somehow find on the screen after passing out on the couch and waking up in a confused daze at 4 am… at least for me. The program usually features athletes attempting to complete an extremely rigorous obstacle course (and failing almost immediately), however this week former gymnast Kacy Catanzaro shocked the audience by breezing through the course with ease. Standing at only five feet, and weighing in at only 100 pounds, Catanzaro embodies a classic underdog story, and her performance is sure to drop most people’s jaw to the floor. People shared this clip like crazy this week, and the view count has surpassed 4 million.

Airbnb Logo

Airbnb, a popular home-rental website founded in 2008, recently called in London branding agency DesignStudio to help them completely rework their public image. The rebrand came with a new website and mobile interface, as well as a reinvented visual signature for the company.

The new logo is designed to represent three things: a person with their arms over their head, a location marker, and an upside-down heart. Together these are supposed to represent people, places, and love…but that’s not exactly how it’s being received.

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But the founder of DesignStudio is taking all of this in stride:

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Maybe he’s in the right. After all, people are expressing very mixed opinions regarding the rebrand:

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Forest Man

What an awesome story. One determined man named Jadav Payeng has worked relentlessly for 30 years, planting and caring for trees in a barren wasteland in Assam, India. Now the wasteland has become the Molai Forest, comprised of 1,360 acres of diverse species of trees, and providing a home for animals such as elephants, deer, and rhinos.

Forest Man is a short documentary film by William Douglas McMaster, and it tells the story of Payeng’s journey. While the view count on this video isn’t necessarily staggering, Tracx’s Community Dashboard caught it trending towards the end of the week and I figured I would feature it in the #FridayFive to help spread the word. Share it with your friends!

When Was Your Country Most Excited About The World Cup? [INFOGRAPHIC]


Whether you're wondering what it would have been like to watch the World Cup from another country or you're just hoping to relive some of your most exciting World Cup moments, we have an infographic for you. Since the end of the tournament, we've been combing our social media data, exploring how the experience of watching an international sporting event varies by country. Using the advanced sentiment-tagging feature and the ability to sort conversations by location, we put together an infographic showing excitement in each country that made it to the round of sixteen. 

Once you've found your country's most exciting World Cup Moment, scroll down to the comments section and tell us what you were doing right then.

Click the image to see it full size:


How excited was your country during the world cup


At the end of the 2014 FIFA World Cup, we measured the total number of positive-sentiment tagged social media posts per day from each of the countries that made it to the round of sixteen. When we put these results together visually, we added a key match from each day for reference. If you look closely, you'll see that a country's excitement level rises not only during the biggest matches, but during matches that feature that country's team.

You'll notice that all of our graphs are the same size. The total amount of positive-tagged posts by country actually varied quite a bit, reflecting mostly different population sizes. By scaling all graphs to the same size, we're able to more clearly see the countries' relative excitement.

Check out Tracx's other Infographics here.

A Stadium of Tweets: The World Cup Final

I've grown enamored with data visualizations of all kinds, (as have many others), and the World Cup has been a non-stop source of some great ones - as we've reported in our recent post "5 Mesmerizing World Cup Twitter Data Visualizations You Need To See Right Now". 

While we loved how pretty so many of the visualizations were, we wanted more. We wanted to see more detail. We wanted more insight into the types of activity and content being posted. We wanted data. We wanted...more. We wanted more than just volume.

In-Stadium World Cup Social Activity

We wanted to see from a street level view, not only the volume of Tweets leading up to and during the final game within the stadium itself, we wanted to see the ACTUAL Tweets themselves. And thanks to Tracx's ability to ingest, analyze, and display massive amounts of data, we were able to create the above awesome demo video of our World Cup Project.

If you notice, the Tweets build and build in volume throughout the game. The World Cup final was one of the most Tweeted events of all time with over 32.1 million Tweets (actually second to the Brazil/Germany semi-final match with 35.6 million Tweets), and peaking at over 10,000 Tweets Per Second. (yes, that said PER SECOND)...but those are just statistics...

Tens of thousands of Tweets were published within Rio de Janeiro's Maracanã stadium itself. Content ranged from pictures of the game, selfies (of course), fan exclamations, brand mentions, and even one about a boyfriend missing his girlfriend during the game. It's important to understand the content of these Tweets...

"For brands, understanding the who, what, when, and where is vital, and it takes a platform like Tracx to give them the flexibility and detail to gain insight into these areas that uncovers the "why"."

Big Data Requires Powerful Tools

One of the unique features of Tracx is that we go beyond the simple visualization of social activity, uniquely providing a deeper lens through which to analyze the data. We record all data so that every facet can be drilled down further to reveal the actual Tweets and content being posted. (We provided a sample of this at :25). In the Tracx platform, you can drill down to street level to see precisely where (geographically) social media activity occurred, who was posting, and the content within those posts. Intelligent platforms must provide the ability go further into the data for true insight.

slide 2 imgFor brands, understanding the who, what, and where is vital, and it takes a platform like Tracx to give them the flexibility and detail to gain insight into these areas. Brands gain the ability to seize opportunities (think "Oreo moments") and capitalize on revenue-generating Demand Moments (like we covered in our article: "Utilizing Geo-Location as Part of Your Social Strategy"). 

The applications and utility of this type of data are not relegated to brands alone:
  • Events organizers can track and report to sponsors their immediate ROI  by monitoring street-level conversations for on-the-ground marketing campaigns (think hashtags on-site).
  • Municipalities and large events can operate a "social media concierge" service, offering help to visitors, while looping in local authorities as well (like the Super Bowl recently did, using Tracx as its backbone).
  • Organizations can operate geo-specific contests and measure the amount of on-site activity their campaigns are generating.

It's More Than Simply "Checking-In"

Never underestimate the power of geo-data in your marketing campaigns. The sponsors of the World Cup could have been out-maneuvered by savvy brands who could have easily "socially hijacked" the World Cup by monitoring on-location posts - engaging, re-posting, re-purposing content. 
If you're ready to move beyond topical visualizations and "checking in" activity, and you really want to understand what social data can reveal, contact Tracx today. Or if you want to ask us more questions about our World Cup Project, drop us a line as well. We'd love to share more of the project with you.

The #FridayFive For July 11th


Happy Friday everyone! Today we continue the tradition of the #FridayFive here at Tracx. Each Friday, we’ll provide a quick rundown of our favorite content that gathered significant traction on social throughout the week. These trends are identified using the Community Dashboard in the Tracx Social Enterprise Platform.

Using Tracx technology, this dashboard collects trending content to present a complete and holistic view of what’s popular across the social web, in real-time. This information is invaluable for people and enterprises that want to produce content that is highly relevant, and who also want to weigh in on the most current topics possible. While the #FridayFive will always consist of content that yielded significant attention in the social media world, these lists are comprised of the trends that grabbed OUR attention the most. They might be informative, controversial, or comical.


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Professor Snape speaks the truth – J.K. Rowling has indeed written a new story about Harry Potter, and as one might predict, the world of social media is booming with excited chatter. The story was shared exclusively via and (the online home for the world of Harry Potter), and is written in the form of a newspaper article by gossip journalist Rita Skeeter from the HP series. Fans around the world turned to their social networks instantly to share the story and their excitement, causing the anecdote to spread like wildfire.

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But in some cases this short story serves as little more than a tease. Some fans still aren’t satisfied, and are left to imagine what could possibly come next from Rowling.

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One thing must be said, Potterheads are a loyal breed.

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What do you get when you mix cats with the extreme sport of freestyle running, otherwise known as Parkour? Purrkour of course! Here’s a video that our Community Dashboard pulled in as trending late in the week. While its view count isn’t off the charts, I think these kitties have the proper athleticism, video production, and the perfect combination of slow-motion action shots and cheesy electronic music to make it big on the Internet. 

LEGO: Everything is NOT Awesome

This was one of the most viewed videos on YouTube this week, and it’s definitely a powerful one. Greenpeace created this awesome (no pun intended) clip in order to get people worldwide to sign a petition for LEGO to end its partnership with Shell, who they claim is “Polluting our kids’ imaginations.” The dichotomy of the children’s toys and the oozing pitch-black gasoline serves as a clever, somewhat innocent way to drive home an incredibly serious message.

Lars Boom

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This week, Dutch cyclist Lars Boom won 1st in the rigorous 5th stage of the Tour De France. The course included 13km of cobblestones scattered over seven different sections, which proved too much for British defending champion Chris Froome, who pulled out of the race after crashing twice. Boom was clearly ecstatic about his victory:

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His performance was so impressive in fact, that he is gaining new fans, as well as drawing more viewers into the world of competitive cycling.

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Personally, I’ve never really followed cycling, but I definitely agree with Jesse Sector…

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Ray Nagin

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It’s official, former New Orleans mayor Ray Nagin has been sentenced to 10 years in prison on federal corruption charges. It has been ruled that Nagin received bribes from men looking for city business ranging from software supplies to construction and sidewalk repair. Most of the illegal activity occurred during the rebuilding of New Orleans after Hurricane Katrina, when contractors swarmed the city. Needless to say, people are frustrated, as Nagin vowed to reduce corruption in the city when he took office in 2002. Citizens turned to Twitter to voice their disappointment:

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To make matters worse, the political corruption in New Orleans is an issue that is oftentimes swept under the rug, and not many people are informed of the city’s controversial political past. Nagin is far from the first N.O. politician to be charged of corruption in the recent past.

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The #FridayFive for July 4th


Happy Friday everyone! Today we continue the tradition of the #FridayFive here at Tracx. Each Friday, we’ll provide a quick rundown of our favorite content that gathered significant traction on social throughout the week. These trends are identified using the Community Dashboard in the Tracx Social Enterprise Platform.

Using Tracx technology, this dashboard collects trending content to present a complete and holistic view of what’s popular across the social web, in real-time. This information is invaluable for people and enterprises that want to produce content that is highly relevant, and who also want to weigh in on the most current topics possible. While the #FridayFive will always consist of content that yielded significant attention in the social media world, these lists are comprised of the trends that grabbed OUR attention the most. They might be informative, controversial, or comical.

Wimbledon (Strawberries & Cream)

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As we are all well aware, Wimbledon is in full swing, and people are obviously talking about the premier tennis tournament on social media. But what may be a little less expected is the hype surrounding Strawberries & Cream. We recently published a blog post entitled Wimbledon and Strawberries & Cream: How Sweet It Is!, where we delve into just how staggering the numbers associated with this tasty tennis treat are. Here are a few examples of tennis fans going nuts for their favorite dessert:

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Even major brands like McDonalds are hopping on the Strawberries and Cream bandwagon:

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In case you haven’t heard, a band of “derecho” storms swept across the United States this week, causing particular damage in the Midwest. In some cases, a derecho storm can spawn tornadoes as well as accompany storms that produce hail the size of golf balls. Social networkers have turned to Twitter primarily to share pictures, news updates, and short anecdotes about their experiences with the storm. While this weather is far from a light-hearted matter, there’s no denying that the images of nature’s sheer power are breathtaking.

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But in the fashion that has become so common for social media, people are still posting jokes about the storm:

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Teen Wolf

One of the things I’ve learned from producing these #FridayFives is the incredible influence that teens have on social media. Oftentimes a significant portion of the trends I see throughout the week revolve around topics that once I start researching, I soon find out I am simply too old for…and I’m 23… This was one of those weeks, as Teen Wolf trended heavily on Twitter. Fans of the MTV show are going crazy on Twitter, showing their undying support for their favorite werewolf series.

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I’ll be straight up, honest, and transparent; Nike is my favorite brand of all time. From a young age I bought in heavily to their branded lifestyle of hard working, “Just Do It” attitude towards sports, and I remain a loyal customer of theirs today. Nike’s advertising continues to hook people through inspiring them to rise to their full potential…and by incorporating the world’s most famous athletes. This week, we pay homage to Nike’s advertising/marketing teams, as these ads went viral on YouTube:


This week, fans of the series Sherlock anxiously awaited an incredibly hyped up announcement from the show’s producers. They informed the public via Twitter that they would be unveiling something enticing towards the end of the week, and the social web began to buzz with anticipation.

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Finally, it was announced that Sherlock would return for not only a televised special, but also for 3 completely new additional episodes.

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#ThursdayThrowdown: A Social Media Battle Amongst World Cup Sponsors


When it comes to World Cup Sponsorship, a balancing act between supporting the world's largest sporting event and a brand’s messaging being eclipsed by the tournament becomes a factor. While sponsoring The Cup is definitely a means to increasing brand exposure, an overly saturated advertising field full of multiple sponsors, popular athletes and teams, and of course, the game itself, can become overwhelming at times. 

For this week's #ThursdayThrowdown, we're throwing this year’s world cup brands into the arena. Through the Tracx platform, we measured the social media buzz of Adidas, Budweiser, Castrol, Continental, Emirates, Hyundai, Johnson & Johnson, Kia, McDonalds, Sony, and Visa to see how well they're leveraging the World Cup in order to kindle conversation about their brand.

The Size of the Conversation

Over the last month, we've seen a huge disparity in the amount of social mentions related to each brand's World Cup Sponsorship.  Adidas, which has made itself central to the game by providing both the official game ball and the players' cleats, dominates in dramatic fashion, with almost 250,000 total social media posts this month. McDonalds and Sony, who have both released interactive World Cup activities, also manage to rise above the fray, each inspiring approximately 30,000 posts this month. Other brands have struggled to transform their World Cup sponsorship into online discussion. Most notably, Johnson & Johnson, the tournament's health sponsor, has only racked up about 600 relevant tweets. 

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On the graph above, Adidas’s success makes it hard to see the other brands’ activities, so we’ve created a second graph that excludes Adidas. On this graph, we can see McDonalds and Sony both rising above the fray with approximately 30,000 posts this month. Both brands’ sponsorship strategies included the creation of interactive World Cup tools. McDonalds created a clever smart phone game designed to be played with their French fries container. Sony released an expansive online tool for social discussions of the World Cup. Interactive advertising campaigns, especially novel ones like McDonald’s French fry game are great for inspiring social buzz. Other brands struggled to transform their world cup sponsorship into online discussion. Most notably, Johnson & Johnson only racked up about 600 relevant social posts. 

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Volume winner: Adidas

Volume runner-up: Sony

The Visual Mediums

Fun fact: More than half the social discussion of these brands' World Cup sponsorship took place on Instagram, today’s most popular photo-sharing network. Social media is quickly becoming a visual space where photographs speak more loudly and more often than written word.

Social media is full of photographs, which are quickly overtaking written text as the most popular form of online communication. For brands that have already mastered traditional social media, spotting and creating viral images is the next frontier. We've created this collage of the sixteen most popular World Cup sponsorship related images posted to Instagram this week in order to give you a sense of which brands are succeeding in this new format.

Adidas products play a starring role in almost half of these images. A close look reveals the secret of Adidas's World Cup social media strategy: while other brands have associated themselves with aspects of the World Cup as an event (for example, Visa is the preferred method of payment at the World Cup), Adidas has associated itself with game play. By sponsoring both the soccer ball and the cleats used by the world’s top footballers, Adidas has guaranteed itself a role in all the images of game play. Sponsoring the ball is a particularly powerful move as it serves as the most obvious symbol of soccer for both die-hard fans and casual observers.

Nike, which is definitely an underdog in the sense that they're not a sponsor, has managed to get two images of its cleats into this top sixteen.

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Winner: Adidas

Underdog runner up: Nike

Getting In With the Influencers

The World Cup is full of online influencers - people whose social media posts reach huge audiences and inspire enormous response. A successful brand harnesses these influencers' unique ability to spread messages to their fans.

Here are the top five influencers along with the brand messages that they've endorsed:

One: When supermodel Adriana Lima posted this lighthearted video of herself dancing the samba in front of a Kia vehicle to her Facebook page, nearly 87,000 people responded. The video was only nominally related to soccer but Kia made it work with the message "What’s #futbol without a little Samba?"

Two: When soccer player Luis Suarez posted a photo of himself superimposed with an Adidas logo to his Facebook page, he got an enormous response. To the best of our knowledge, none of the 82,000 Facebook users who liked, commented, or shared the photo have since been bitten.

Three: The Brazuca soccer ball has its own twitter account. Kudos to Adidas for creating a celebrity from scratch. “He” has 2.75 million twitter followers, so yes, he is #ballingout. 

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Four and Five: Soccer players David Beckham and Gareth Bale were both featured in this clever Adidas ad, showing the dangers of letting international soccer stars play pick-up games in your home. When Beckham and Bale both posted the ad to their Facebook pages, they got a total of 130,000 responses. Why have one influencer when you can have two? 

Influencer winner: Adidas

Influencer runner-up: Kia

And the winner is…Adidas!!!

Social media isn't generally a winner-takes-all scenario, but Adidas has outperformed the other sponsors in all three categories. The company's strategy of associating itself directly with game play allowed it to dominate both our volume and visual categories, and the company proved adept both at harnessing the power of influencers and creating its own branded celebrity with nothing but creativity and a Twitter handle. All the sponsors invested major resources into their campaigns, but ad spending isn’t enough to make a successful campaign. Adidas created engaging content that resonated with their audience. Our analysis of user-generated content showed the Adidas community going beyond interacting with content created by the brand to creating their own content about Adidas.

The company has a lot of wonderful activity happening on numerous networks, so they'd benefit from a unified social media platform that would allow them to keep track of what's being said about them, who their influencers are, and where they're being talked about. Further, features such as geographical trend analysis, sentiment analysis that works in a plethora of languages, and multi-account, cross publishing abilities make unified social media platforms like Tracx perfect for running international campaigns, more quickly and efficiency than ever before.

5 Mesmerizing World Cup Twitter Data Visualizations You Need To See Right Now


Knockout #NEDvMex: How Netherlands vs. Mexico played out on Twitter

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One of the joys of the World Cup is knowing that people around the globe are excited by the same adrenaline-inducing moments. Twitter makes outstanding time-lapse animations showing global activity throughout the biggest games, which allows us to see the international reaction to each goal or significant play. Make sure to watch this one all the way to the end since you won't believe how much Europe and the Americas light up as the Netherlands score two surprise goals in the final minutes of the games. 

Source: CartoDB

Animated Map: the #WORLDCUP Group Stage in Tweets

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Sometimes, you want to see the conversation from a global perspective. Other times, you just want to see how much the Italians tweet when their country scores. With this animated map from the Twitter data team and the Guardian, you can do both. The map shows global twitter activity during the group stage’s biggest games, and the incredibly detailed zoom function is amazing. (By default, the map will pan to where the action is best.)  We still can’t get over how this map makes so much information so easy to see.  

Source: The Guardian

Twitter Reverb’s Suarez Tracker

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How uneventful would our summers have been without Suarez? We’re loving his entertainment value almost as much as we love this Twitter Reverb graph.  Reverb’s innovation is that it graphs tweets per minute, giving us a whole new way of measuring how hot a topic is on social. You can see the general shape of the graph above, but we can’t recommend clicking through to the interactive version strongly enough. You’ll be able to see the tweets that gained the most traction, and get a visual understanding of just how much they were retweeted. 


Twitter’s 2010 World Cup Timeline

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We couldn’t resist sharing this one again. A definite highlight from the 2010 World Cup, this graph uses some creative images to tell a story that’s both incredibly data-heavy and visually compelling. The infographic, designed by Lee Byron, shows the use of trending country hashtags over the game. When you look closely, you’ll see he subtlety incorporated other details like tweets per second. And with those gorgeous flag graphics, we’d definitely hang something like this on our walls.

Source: flickr

Peak Moments from Uruguay vs England

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Data visualization isn’t always about cramming in as much quantitative information as possible. Sometimes, the key is to keep it simple by picking a few data points that tell a story. Twitter’s Peak Moments series does just that, showing the moments of each match that insprired the most Twitter traffic. It’s simple, clean, and green. We love it. 

Social media is becoming more visual just as big data is exploding. The combination of record breaking amounts of data produced on a near daily basis and an audience hungry for visual content have boosted the creation of outstanding data visualizations and infographics.  These awesome graphics show elements of the conversation, but they rarely reflect the entire scope of analysis. Diving deeper into the data with a platform like Tracx reveals key aspects like sentiment, influencers, trends, conversation drivers, language and demographics. 

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