PROPRIETARY & CONFIDENTIAL
SOCIAL MEDIA ANALYSIS
OF GOOGLE’S ACQUISITION OF WAZE
PROPRIETARY & CONFIDENTIAL
GOOGLE’S ACQUISITION OF WAZE
•
Google made a major move in the collaborative
economy space in June 2013 with the
acquisition of Waze, the “community-based
traffic and navigation app.”
•
How did Waze’s users react on social media to
the purchase of their collaborative platform by
the Silicon Valley giant?
•
At first, reactions were very negative. Waze
users even expressed that they might delete the
app after Google bought it.
•
However, weeks following the acquisition
announcement, praise for the app dominates
the social conversation.
PROPRIETARY & CONFIDENTIAL
GOOGLE ACQUISITION OF WAZE: NEGATIVE REACTIONS
Source: We analyzed Twitter and Facebook posts from June 9 to August 7, 2013.
FINDINGS:
On the days following the announcement of Google’s acquisition of Waze more than half of the posts about Waze were
negative, with several stating they intended to delete the app because of the new ownership.
PROPRIETARY & CONFIDENTIAL
GOOGLE ACQUISITION OF WAZE: THE POSITIVE LONGER VIEW
FINDINGS:
Despite initially negative responses to the Google acquisition, the proportion of positive discussion increased in the
following week. Conversation about Waze shifted away from the announcement toward general praise for the app.
PROPRIETARY & CONFIDENTIAL
PRAISE FOR WAZE
•
In the weeks after the acquisition, the
social conversation turned back to praise
for the app
•
The social media conversation includes
phrases such as “BEST” and “LOVE.”
•
Users also call out a possible off-label
use of Waze: finding out where “COPS”
are located along travel routes.
PROPRIETARY & CONFIDENTIAL
CRIMSON HEXAGON
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Edelman StrategyOne, Starbucks, Simon & Schuster, MRM Worldwide,
Twitter, and many more. For more information go
to: http://www.crimsonhexagon.com.
PROPRIETARY & CONFIDENTIAL
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BrightView™ Algorithm
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PROPRIETARY & CONFIDENTIAL