Inspired by Iceland
Social Media Monitoring
Heartbeat
October 11th, 2011 - November 30th, 2011
Inspired by Iceland
Social Media Monitoring
Heartbeat
October 17th, 2011
Monitoring Objectives
• Monitor current and potential buzz surrounding Inspired by Iceland; the new
ad campaign; and Iceland related key phrases
• Focusing on Twitter, Facebook, Blog, News, Forum posts
• Measure sentiment surrounding Inspired by Iceland - both positive and
negative
• Understand how to tighten monitoring for future campaign strategies
Inspired by Iceland Mentions Between 11.10 and 17.10
This graph represents the activity between the period 11.10 and 17.10 for all
mentions tagged under the phrase “Inspired by Iceland”
Extremely high
favourability
rate
Inspired by Iceland Mentions Between 11.10 and 17.10
1,338 social media mentions since the new ad campaign was launched
Blog and Twitter mentions most predominant
• 145 mentions via Twitter and 111 mentions via blogposts on 11th October (highest
amount of mentions over the 11.10 - 17.10 period)
• Other peaks include:
• 99 mentions via blogposts on 14th October
• 70 mentions via Twitter on 16th October
Both YouTube and Facebook are lacking in mentions in relation to the ‘Inspired by
Iceland’ campaign. This is something to bear in mind
Inspired by Iceland Mentions Between 11.10 and 17.10
Most mentions in the U.S.
and UK
Inspired by Iceland Sentiment Between 11.10 and 17.10
Inspired by Iceland Sentiment Between 11.10 and 17.10
Most social media mentions were tagged with no sentiment (which is a good thing);
299 mentions were tagged as being positive; 27 mentions were tagged as being
negative
However, whilst monitoring negative mentions, we found that only one was related to the
campaign, with the rest related to other similar key phrases
For example, phrases related to a new advert for the UK supermarket chain Iceland.
We have included filters to counteract non-related tags, but sometimes these slip
through the algorithm
Inspired by Iceland Negative Twitter Mentions Between 11.10 and 17.10
The above tweet is the only negative mention we could find relating
to the Inspired by Iceland campaign
Inspired by Iceland Positive Twitter Mentions Between 11.10 and 17.10
Here is an example of some of the positive
Tweets related to Inspired by Iceland; with
most in reference to the viral video, as well
as one mentioning the Blue Lagoon live
webcam
Inspired by Iceland Examples of Top Influencers Between 11.10 and 17.10
The Huffington Post is a top viral
Influencer
These are examples of positive Tweets
that have been re-tweeted, influencing
viral exposure
Conclusion
•
98% favourability, although it’s more like 99% due to the supermarket
related mentions
•
Twitter and blogposts predominant - need to work on pushing YouTube
and Facebook channels
•
Create tighter related phrases to eliminate any unwanted mentions
Inspired by Iceland
Social Media Monitoring
Heartbeat
October 25th, 2011
Monitoring Objectives
• Monitor current and potential buzz surrounding Inspired by Iceland; the new
ad campaign; and Iceland related key phrases
• Focusing on Twitter, Facebook, Blog, News, Forum posts
• Measure sentiment surrounding Inspired by Iceland - both positive and
negative
• Understand how to tighten monitoring for future campaign strategies
Inspired by Iceland Mentions Between 19.10 and 25.10
This graph represents the activity between the period 19.10 and 25.10 for all
mentions tagged under the phrase “Inspired by Iceland”
Extremely high
favourability
rate
Inspired by Iceland Mentions Between 19.10 and 25.10
2,034 social media mentions since 19.10
Blog and Twitter mentions most predominant, with Twitter being the preferred media
overall
• 317 mentions via Twitter and 138 mentions via blogposts on 19th October (highest
amount of mentions over the 19.10 - 25.10 period)
• Twitter mentions dropped considerably to 137 mentions on 21st October and has
remained consistent since
• News mentions have been turbulent, starting with 47 on 19th October, rising to 74 on
21st, becoming non-existent 22nd and 23rd, then rising to 41 on 24th
Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by
Iceland’ campaign
Inspired by Iceland Mentions Between 19.10 and 25.10
Most mentions in the U.S.
and UK
Inspired by Iceland Sentiment Between 19.10 and 25.10
Inspired by Iceland Sentiment Between 19.10 and 25.10
Most social media mentions were tagged with no sentiment (which is a good thing);
345 mentions were tagged as being positive; 65 mentions were tagged as being
negative
However, whilst monitoring negative mentions, we found that none of the mentions were
related to the Inspired by Iceland ad campaign
Similar to last week, most phrases related to a new advert for the UK supermarket chain
Iceland. Although, some mentions were as a result of the phrase ‘Iceland’ being
marked as negative, but hold no relation to the Inspired by Iceland campaign.
See next slide
Inspired by Iceland Negative Sentiment Between 19.10 and 25.10
Both mention ‘Iceland’, with no real negative context, be were still marked as being negative
Below is a Tweet mentioning the Iceland supermarket
Inspired by Iceland Positive Sentiment Between 19.10 and 25.10
Each mention is regarding the Inspired by Iceland promotional video
Inspired by Iceland Positive Sentiment Between 19.10 and 25.10
News and Blog mentions for the Ólafur Ragnar Grímsson Inspired by Iceland video
Inspired by Iceland Examples of Top Influencers Between 19.10 and 25.10
No direct influence
from Inspired by Iceland.
However, ‘time lapse’
video tagged under
Inspired by Iceland is a
great influencer
Comparisons Between 11.10 - 17.10 and 19.10 - 25.10
This week has seen an increase in mentions by around 48% compared to last week
Within these mentions, there has also been a change in how select media are being used. See
below:
Mentions
Twitter
News
Forum
Blog
YouTube
Facebook
11.10 - 17.10
30.9%
16.2%
8%
37%
3.8%
3.8%
19.10 - 25.10
53%
11%
6.5%
24.4%
2.5%
2.2%
+/+22.1%
-5.2%
-1.5%
-12.6%
-1.3%
-1.6%
Sentiment
Positive
Negative
None
11.10 - 17.10
22.3%
2.0%
75.6%
19.10 - 25.10
16.9%
3.1%
79.8%
+/-5.4%
+1.1%
+4.2%
Conclusion
•
97% favourability, although it’s more like 100% due to the supermarket related
mentions and other Iceland related mentioned noted as being negative. No direct
negative mentions - better than last week
•
However, no Inspired by Iceland related content influencing, unlike previous week
•
Twitter and blogposts predominant - need to work on pushing YouTube and Facebook
channels
•
Possible Twitter increase on 19th October due to popular ‘time lapse’ video being
buzzed
Inspired by Iceland
Social Media Monitoring
Heartbeat
November 3rd, 2011
Monitoring Objectives
• Monitor current and potential buzz surrounding Inspired by Iceland; the new
ad campaign; and Iceland related key phrases
• Focusing on Twitter, Facebook, Blog, News, Forum posts
• Measure sentiment surrounding Inspired by Iceland - both positive and
negative
• Understand how to tighten monitoring for future campaign strategies
Note: Due to back-end issues within our
Heartbeat account, which were out of our
control, there is a two day discrepancy, between
26th and 27th October, within the reporting
Inspired by Iceland Mentions Between 28.10 and 03.11
This graph represents the activity between the period 28.10 and 03.11 for all
mentions tagged under the phrase “Inspired by Iceland”
Extremely high
favourability
rate
Inspired by Iceland Mentions Between 28.10 and 03.11
1,256 social media mentions since 28.10
Blog and Twitter mentions most predominant, with Twitter being the preferred media
overall
• 129 mentions via Twitter on 1st November and 93 mentions via blogposts on 31st
October (highest amount of mentions over the 28.10 - 03.11 period)
• Blogposts irregular, with either an increase or drop of around 20 mentions per day.
Twitter dropped on 29th October, but increased dramatically from 30th October
• Both news mentions and forum mentions hit a peak on 28th October, but dropped
considerably on 29th October
Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by
Iceland’ campaign
Inspired by Iceland Mentions Between 28.10 and 03.11
Most mentions in the U.S.
and UK; however, Iceland
is not far behind
Inspired by Iceland Sentiment Between 28.10 and 03.11
Inspired by Iceland Sentiment Between 28.10 and 03.11
Most social media mentions were tagged with no sentiment (which is a good thing);
277 mentions were tagged as being positive; 56 mentions were tagged as being
negative
However, whilst monitoring negative mentions, we could only find one related to the
campaign
Strangely, there were numerous forum mentions tagged under ‘Inspired by Iceland’
related to pharmaceuticals and viagra pills, which would explain the forum Increase.
See next slide
As per usual, there are numerous phrases related to a new advert for the UK
supermarket chain Iceland
Inspired by Iceland Negative Sentiment Between 28.10 and 03.11
Forum posts above tagged with ‘Inspired by Iceland’
Inspired by Iceland Negative Sentiment Between 28.10 and 03.11
The above mention is in reference to the Ólafur Ragnar Grímsson Inspired by
Iceland video, and is marked as being negative
Inspired by Iceland Negative Sentiment Between 28.10 and 03.11
The above is in reference to the new Bon Iver music video that was filmed in Iceland. Marked
as being negative, but has no relevance to the Inspired by Iceland campaign
Both Tweets
mentioning the UK
supermarket
Inspired by Iceland Positive Sentiment Between 28.10 and 03.11
Original campaign video
Invitation campaigns
Belgium
Inspired by Iceland Positive Sentiment Between 28.10 and 03.11
All related to ‘solo
hiking’ video tagged
under the ‘Inspired by
Iceland’ phrase
Inspired by Iceland Examples of Top Influencers Between 28.10 and 03.11
No direct influence
from Inspired by Iceland.
However, ‘time lapse’
video and ‘solo hiking’
video tagged under
Inspired by Iceland are
great influencers
Comparisons Between 19.10 - 25.10 and 28.10 - 03.11
This week has seen a decrease in mentions by around 38.2% compared to last week
Within these mentions, there has also been a change in how select media are being used. See
below:
Mentions
Twitter
News
Forum
Blog
YouTube
Facebook
19.10 - 25.10
53%
11%
6.5%
24.4%
2.5%
2.2%
28.10 - 03.11
46.4%
7.2%
7.2%
34%
2.7%
2.7%
+/-6.6%
-3.8%
+0.7%
+9.6%
+0.2%
+0.5%
Sentiment
Positive
Negative
None
19.10 - 25.10
16.9%
3.1%
79.8%
28.10 - 03.11
22%
4.4%
73.4%
+/+5.1%
+1.3%
-6.4%
Conclusion
•
96% favourability, although it’s more like 99% due to only one direct negative mention
•
Overall mentions dropped by 778 (38.2%) since last week
•
No Inspired by Iceland related content influencing, similar to last week
•
Twitter and blogposts predominant - need to work on pushing YouTube and Facebook
channels
•
Possible Twitter increase due to the ‘solo hiking’ video being buzzed
•
Put a block on strange phrases like ‘viagra’ and ‘pharmaceuticals’
Inspired by Iceland
Social Media Monitoring
Heartbeat
November 8th, 2011
Monitoring Objectives
• Monitor current and potential buzz surrounding Inspired by Iceland; the new
ad campaign; and Iceland related key phrases
• Focusing on Twitter, Facebook, Blog, News, Forum posts
• Measure sentiment surrounding Inspired by Iceland - both positive and
negative
• Understand how to tighten monitoring for future campaign strategies
Inspired by Iceland Mentions Between 02.11 and 08.11
This graph represents the activity between the period 02.11 and 08.11 for all
mentions tagged under the phrase “Inspired by Iceland”
Extremely high
favourability
rate
Inspired by Iceland Mentions Between 02.11 and 08.11
1,426 social media mentions since 02.11
Blog and Twitter mentions most predominant, with Twitter being the preferred media
overall
• 115 mentions via Twitter on 2nd November and 75 mentions via blogposts on 4th
October (highest amount of mentions over the 02.11 - 08.11 period)
• On the 5th November, all mentions decreased
• Huge increase overall in News mentions, by around 160%; with 95 mentions on the
4th November. However, news mentions decreased to 11 mentions on 6th November
Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by
Iceland’ campaign
Inspired by Iceland Mentions Between 02.10 and 08.11
Most mentions in the U.S.
and UK. Iceland has
decreased in mentions
compared to last week
Inspired by Iceland Sentiment Between 02.11 and 08.11
Inspired by Iceland Sentiment Between 02.11 and 08.11
Most social media mentions were tagged with no sentiment (which is a good thing);
374 mentions were tagged as being positive; 77 mentions were tagged as being
negative
However, whilst monitoring negative mentions, we found that none of the mentions were
related to the Inspired by Iceland ad campaign
As per usual, most phrases related to a new advert for the UK supermarket chain
Iceland. Although, some mentions were related to possible volcanic eruptions
Different to last week, various neutral mentions were related to the Inspired by Iceland
campaign, including what seems like positive mentions of the ’Pancakes with the
President’ campaign
Inspired by Iceland Negative Sentiment Between 02.11 and 08.11
Blogpost referencing possible volcanic eruptions in Iceland; no relation to the Inspired
by Iceland campaign
Inspired by Iceland Negative Sentiment Between 02.11 and 08.11
All talking about the
Iceland supermarket ad
campaign
Inspired by Iceland Positive Sentiment Between 02.11 and 08.11
All relating to the
original Inspired by
Iceland video
Inspired by Iceland Positive Sentiment Between 02.11 and 08.11
Mentioning the latest Bon Iver music video
filmed in Iceland
Related to ‘solo hiking’
video tagged as
‘Inspired by Iceland’;
similar to last week
Inspired by Iceland Neutral Sentiment Between 02.11 and 08.11
News mentions linking to the ’Pancakes with the President’ campaign
Inspired by Iceland Neutral Sentiment Between 02.11 and 08.11
All relating to the original Inspired by Iceland video and
campaign
Inspired by Iceland News Increase on 04.11
ePR distributed
via MarketWire
on 4th November.
Then picked up
by third party
media, including
finance.yahoo
Inspired by Iceland Examples of Top Influencers Between 02.11 and 08.11
No direct influence
from Inspired by Iceland.
However, ‘time lapse’
video and ‘solo hiking’
video tagged under
Inspired by Iceland are
great influencers
Comparisons Between 28.10 - 03.11 and 02.11 - 08.11
This week has seen an increase in mentions by around 13.5% compared to last week
Within these mentions, there has also been a change in how select media are being used. See
below:
Mentions
Twitter
News
Forum
Blog
YouTube
Facebook
28.10 - 03.11
46.4%
7.2%
7.2%
34%
2.7%
2.7%
02.11 - 08.11
35.2%
18.7%
12.7%
27%
3.2%
2.7%
+/-23.7%
+160%
+76%
-20.5%
+18.5%
0%
Sentiment
Positive
Negative
None
28.10 - 03.11
22%
4.4%
73.4%
02.11 - 08.11
26.1%
5.3%
68.5%
+/+18.6%
+20.4%
-6.6%
Conclusion
•
95% favourability, although it’s more like 100% due to only one direct negative mention
•
Overall mentions increased by 170 (13.5%) since last week
•
No Inspired by Iceland related content influencing, similar to last week
•
News increase due to ePR published on the 4th November on MarketWire - shows the
social power of ePRs
•
Twitter and blogposts predominant overall
Inspired by Iceland
Social Media Monitoring
Heartbeat
November 15th, 2011
Monitoring Objectives
• Monitor current and potential buzz surrounding Inspired by Iceland; the new
ad campaign; and Iceland related key phrases
• Focusing on Twitter, Facebook, Blog, News, Forum posts
• Measure sentiment surrounding Inspired by Iceland - both positive and
negative
• Understand how to tighten monitoring for future campaign strategies
Inspired by Iceland Mentions Between 09.11 and 15.11
This graph represents the activity between the period 09.11 and 15.11 for all
mentions tagged under the phrase “Inspired by Iceland”
Favourability
rate dropped
Inspired by Iceland Mentions Between 09.11 and 15.11
2,725 social media mentions since 09.11
Blog and Twitter mentions most predominant, with Twitter being the preferred media
overall
• Extreme rise in Twitter mentions on 13th November
• News, Blog and Forum mentions remained roughly the same in mentions to last week
Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by
Iceland’ campaign
Inspired by Iceland Mentions Between 09.11 and 15.11
Mentions in the UK
increased, with 50% of
mentions overall
Inspired by Iceland Sentiment Between 09.11 and 15.11
Inspired by Iceland Sentiment Between 09.11 and 15.11
Most social media mentions were tagged with no sentiment; 436 mentions were tagged
as being positive; 223 mentions were tagged as being negative
Having said that, these results don’t reflect the progress of the Inspired by Iceland
campaign, due to the premiering of the new Christmas advert from the UK supermarket
Iceland, which aired on 13th November
Most Inspired by Iceland related search words conflict with search results for the
Supermarket, which in turn, lose their value
Other ‘buzzed’ videos tagged under ‘Inspired by Iceland’ still get mentions, like the
‘midnight sun’ video. Plus a few blog and news references to the campaign
Inspired by Iceland Negative Sentiment Between 09.11 and 15.11
All referencing a new
Xmas
advert for Iceland, the
supermarket,
Which premiered on UK
television on
13th November
Inspired by Iceland Positive Sentiment Between 09.11 and 15.11
All related to
the Inspired
campaign
Inspired by Iceland Neutral Sentiment Between 09.11 and 15.11
Mentioning the ‘Midnight Sun’ video that was buzzed
Inspired by Iceland Neutral Sentiment Between 09.11 and 15.11
All related to the Iceland Advert in the UK
Inspired by Iceland Examples of Top Influencers Between 09.11 and 15.11
‘Time lapse’
video tagged under
Inspired by Iceland is still
a great influencer
Live Science talks about the
campaign
Comparisons Between 02.11 - 08.11 and 09.11 - 15.11
This week has seen an increase in mentions by around 91% compared to last week
Within these mentions, there has also been a change in how select media are being used. See
below:
Mentions
Twitter
News
Forum
Blog
YouTube
Facebook
02.11 - 08.11
35.2%
18.7%
12.7%
27%
3.2%
2.7%
09.11 - 15.11
62.5%
9.3%
7.4%
17.3%
2.1%
1.1%
+/+77%
-50%
-41%
-36%
+34.4%
-59%
Sentiment
Positive
Negative
None
02.11 - 08.11
26.1%
5.3%
68.5%
09.11 - 15.11
16%
8.1%
75.8%
+/-38.7%
+52.8%
+10.6%
Conclusion
•
The main issue is that coverage related to Inspired by Iceland phrases, such as ‘Iceland
Ad’, ‘Iceland Advert’, Iceland Campaign’, not only taint the results, but also show how
much the Inspired campaign is being ignored online, especially in the UK
•
There are very little negative results for the Inspired campaign, which is good. But more
needs to be done to get people talking about the campaign socially
Inspired by Iceland
Social Media Monitoring Summary
Heartbeat
October 11th - November 22nd, 2011
Overview
•
Nordic eMarketing has been monitoring Inspired by Iceland’s social
media efforts via Heartbeat for 5 weeks to the date of this report
•
There has been a total of 11,346 mentions over this 5 week period
under the key phrase ‘Inspired by Iceland’
Total Social Media Mentions
Mentions
11
.1
1
-2
2.
11
16
.1
1
-1
5.
11
09
.1
1
-0
8.
11
-0
3.
02
28
.1
0
-2
5.
10
Overall amount of
mentions have been
inconsistent
.1
0
19
11
.1
0
-1
7.
10
3000
2500
2000
1500
1000
500
0
Sentiment Rate
11
.1
0
-1
19
7.
10
.1
028 25.
10
.1
002 03.
11
.1
109 08.
11
.1
116 15.
11
.1
122
.1
1
100
98
96
94
92
90
88
86
Positve
Sentiment Rate
(% )
Rapidly decreasing per week
What we have noticed
• Despite positive sentiment decreasing week by week, there is no reason to be alarmed. There are
very few actual mentions regarding the campaign and its marketing efforts; however, this seems to be
the general feeling for the ‘buzz’ surrounding the campaign
• There are a couple of obvious reasons why no one seems to be talking about Inspired by Iceland,
or at least keeping some longevity:
• Iceland Supermarket adverts - ‘Iceland’, ‘Iceland advert’, ‘Iceland Ad Campaign’, are all
key search phrases associated with both the Inspired campaign and the UK supermarket.
This creates a large congestion in search and ‘buzz’ amongst these phrases.
Unfortunately, key phrases for Inspired are getting lost within this traffic
For example, here are three selected mentions taken today in time order. As you can see
there are two Tweets regarding the Iceland advert and only one talking about Inspired by
Iceland. This seems to be the general consensus throughout - this of course should be the
other way around
Shown is a peak in Tweets due
to the premiering of the
Iceland Christmas television
advert. This is an example of
how Inspired related content
gets lost within this traffic
What we have noticed
• Videos and News articles related to Inspired by Iceland create the most ‘buzz’ in terms of social
media mentioning, comments, feedback and re-tweeting
• ‘Midnight Sun Time Lapse’ Video - This was, and still is, an extremely popular video creating mass
‘buzz’:
What we have noticed
• ‘The same can be said for the ‘solo hiking in Iceland’ video:
What we have noticed
• The original Inspired by Iceland promotional video is still being talked about, which is extremely
encouraging:
What we have noticed
•
Another positive observation is the power of news and ePR distribution in order to
generate ‘buzz’
•
Below you can see that an ePR was distributed via MarketWire on 4th November. This
was then picked up by third-party media, including newsblaze.com. This will intern be
shared between other news channels, as well as blogs and Twitter
With added SEO,
these articles could
break through these
competitive key
phrases
What we have noticed
• Below are the main key phrases people are using and searching for in relation to the Inspired by
Iceland campaign:
As you can see, these could lead to a
whole range of videos and news articles.
For instance, ‘Iceland food’, ‘Iceland
Christmas’, ‘Iceland Christmas food’,
related topics that could break through
the aforementioned search traffic
Suggested Procedures
• Despite regular activity via the Inspired by Iceland Twitter and Facebook accounts, this
activity is easily forgotten - More buzzed videos need to be created, or at least attached
with the Inspired by Iceland brand name
• Suggested videos - Christmas related videos informing viewers, and potential visitors
what is a traditional Icelandic Christmas, with an SEO’d headline - NeM can help with SEO
• Create more ePR - More news related stories based on selected key phrases, as well
as distributions for each video provided by Inspired by Iceland
Inspired by Iceland
Social Media Monitoring
Heartbeat
November 30th, 2011
Monitoring Objectives
• Monitor current and potential buzz surrounding Inspired by Iceland; the new
ad campaign; and Iceland related key phrases
• Focusing on Twitter, Facebook, Blog, News, Forum posts
• Measure sentiment surrounding Inspired by Iceland - both positive and
negative
• Understand how to tighten monitoring for future campaign strategies
Inspired by Iceland Mentions Between 23.11 and 30.11
This graph represents the activity between the period 23.11 and 30.11 for all
mentions tagged under the phrase “Inspired by Iceland”
Favourability
rate dropped
Inspired by Iceland Mentions Between 23.11 and 30.11
3,397 social media mentions since 23.11
Twitter mentions most predominant, with 74.8% of total mentions
• Extreme rise in Twitter mentions on 23rd November, then decreased rapidly there
after
• News, Blog and Forum mentions remained roughly the same in mentions to last
week, with a slight increase in Facebook mentions
Inspired by Iceland Mentions Between 23.11 and 30.11
More mentions in the UK
this week, over taking the
U.S - first time since 11.10
Inspired by Iceland Sentiment Between 23.11 and 30.11
Inspired by Iceland Sentiment Between 23.11 and 30.11
Most social media mentions were tagged with no sentiment; 333 mentions were tagged as
being positive; 336 mentions were tagged as being negative
Like the previous weeks, these results don’t reflect the progress of the Inspired by Iceland
campaign as we couldn’t find any negative mentions
Most Inspired by Iceland related search words conflict with search results for the
Supermarket, which in turn, lose their value
Other ‘buzzed’ videos tagged under ‘Inspired by Iceland’ still get mentions, like the
‘Northern Lights’ video. Plus positive mentions related to Iceland
Inspired by Iceland Negative Sentiment Between 23.11 and 30.11
All referencing the
Iceland supermarket
advert
Inspired by Iceland Positive Sentiment Between 23.11 and 30.11
All related to
the Inspired
campaign
Inspired by Iceland Positive Sentiment Between 23.11 and 30.11
Talking about the
‘Northern Lights’
video
Inspired by Iceland Neutral Sentiment Between 23.11 and 30.11
Both mentioning Inspired by Iceland
Inspired by Iceland Examples of Top Influencers Between 23.11 and 30.11
These were the
two top
influencers. As
you can see,
both were
talking about
the Iceland
supermarket ad
Comparisons Between 09.11 - 15.11 and 23.11 - 30.11
This week has seen an increase in mentions by around 91% compared to last week
Within these mentions, there has also been a change in how select media are being used. See
below:
Mentions
Twitter
News
Forum
Blog
YouTube
Facebook
09.11 - 15.11
62.5%
9.3%
7.4%
17.3%
2.1%
1.1%
23.11 - 30.11
74.8%
6.3%
5.1%
9.9%
1.5%
2.1%
+/+17.9%
-38.5%
-36.8%
-54.4%
-33.3%
+62.5%
Sentiment
Positive
Negative
None
09.11 - 15.11
16%
8.1%
75.8%
23.11 - 30.11
9.8%
9.8%
80.3%
+/-48%
+18.9%
+5.7%
Conclusion
•
The main issue is that coverage related to Inspired by Iceland phrases, such as ‘Iceland
Ad’, ‘Iceland Advert’, Iceland Campaign’, not only taint the results, but also show how
much the Inspired campaign is being ignored online, especially in the UK
•
There are very little negative results for the Inspired campaign, which is good. But more
needs to be done to get people talking about the campaign socially
Thank you
Nordic eMarketing