Making Sense of World Cup Chatter With WE twendz pro™

Posted on July 9, 2010 by 1 Comment

Since the World Cup tournament kicked off June 11th, we have been tracking Twitter conversations around the tournament using WE twendz pro™.  To say people are talking about this tournament in social media channels is beyond an understatement —  they are roaring.  Tweets regarding this football extravaganza have reached over half a billion people, and Twitter has crashed multiple times over the past month because of the volume of noise.  That’s a lot of chatter, but who cares?  What does it all mean?  How can one make sense of it?  Who has the time to make sense of it?

To me, using Twitter can kind of feel like being pelted with teeny, tiny rocks over and over.  In general, I don’t care about two thirds of what I hear each day.  I only have so much capacity in my little brain and unless whatever is being said is concise and compelling, it doesn’t stick (this might explain my attraction to US magazine  “stories”).  Even before we use Twitter, don’t we get bombarded with information all day, every day?  Everywhere we turn, TV, radio, friends, newspapers, magazines, work, life – people are always telling us stuff.

So what cuts through the Twitter noise?  Is it the loudest voice?  Is it the most repeated information?  Is it how the information is delivered?  Is it the source that makes us take note?  For me, it is a combination of all of these, and that’s why twendz pro is such a great tool. 

Data & What to Do With It in Two Simple Steps

In a nutshell, here’s the way twendz pro™ works:

 1. You choose the key words and phrasing you would like to monitor on Twitter, and we set up a dashboard for you, which can hold up to 30 days of tweet data.

2. Our analysts then mine through the findings, and walk you through them. You can decide what type of chatter you want to hear on Twitter, then have a nice, smart person analyze that pile of data for you, and make helpful, objective suggestions about what it means, which informs the actions you might consider taking.

It’s like programming your radio to avoid the static. It’s efficient.

Our World Cup Lesson

So what did we learn from our analysis of the World Cup? We learned that outlets like The Onion, Huffington Post, ESPN and Mashable chatted up the World Cup on Twitter. We learned that Russell Brand, Tony Hawk and Shaq, to name a few well-knowns, joined the discussion. These people have gazillions of followers, so their voices might have a bit more impact.

We learned that at the beginning of the World Cup, Brazil was the fan favorite with 34% of tweeters cheering for that team.  Argentina followed Brazil as the second most favored team at 9%, then Spain at 8%.  Now that Spain and the Netherlands are in the finals, we are finding that the Netherlands is favored by fans over Spain 58% to 42%. 

Why you should care?  We’ve gathered some interesting factoids and stats about “influencers” – the persuasive voices who Tweet about this tournament, what teams are favored, and how those stats have changed over time.  Just think about how this tool could be used to analyze business trends, to find out what people are saying about your brand and who is saying it. 

Tapping into this humongous audience to learn about what people are saying about you (and your competition) allows you to course-correct mid-campaign, to make it even better when it is already going well and to improve your strategy next quarter. 

Relevant Data for Meaningful Solutions

Twendz pro isn’t about tracking every little Tweet. Twendz pro is about mining the data that matters and distilling it into useful information that can help people solve business problems.  Our World Cup dashboard analysis was fun, global reaching and a way to stay in touch with the tournament.  We didn’t plan on solving any business problems, we wanted to hear what people were saying and who was saying it, and we wanted to share the fun factoids we learned. 

This tool can be used for much more than “fun factoid” learning.  It can be used to learn the impact your messaging may be having on your brand and the resonance it is having.  It can also be used to track how discussions about your brand are trending over time.  Data is available in piles if you want it.  Big whoop.  It is what you do with that data that matters – the statistical analysis that comes with twendz pro – the human element – is really what allows us to understand how we can use the information in meaningful ways.

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