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The Tale of the Ale

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Topic Total Pages Domains Date Range Pages/Day

Boulevard Brewing Co. 4148 1077 10/6/11 – 1/24/12 46

Chocolate Ale 1873 280 1/24/12 – 2/9/2012 144

213% Increase in daily Volume

Spiral16 began monitoring for Boulevard about 6 months ago, in October of 2011.

From October 6 to Jan 24, we ran one set of queries that included “Boulevard Brewery,” “Boulevard Brewing Company,” “Smokestack Series,” and “@Boulevard_Beer.” These queries returned 4,148 results during this time period.

On Jan 24, we started another set of queries that were specifically listening for “Chocolate Ale.” As of Feb 9 (16 days), that data set grew to over 1,800 results.

Quick Overview

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Increase in online traffic AND in Boulevard’s stress level

Chocolate Ale Volume

Boulevard Volume

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A quick look at the “site types” chart shows that Twitter accounts for the majority of Boulevard’s online presence, with nearly 60% of the total volume.

spiral16Top Domains

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Topic Positive Pages Date Range Pages/Day

Boulevard Brewing Co. 2599 10/6/11 – 1/24/12 29

Chocolate Ale 856 1/24/12 – 2/9/2012 66

130% Increase in Volume

Chocolate Ale: It was the best of times…

spiral16[insert remainder of gratuitous Dickens line here]

Topic Negative Pages Date Range Pages/Day

Boulevard Brewing Co. 228 10/6/11 – 1/24/12 3

Chocolate Ale 145 1/24/12 – 2/9/2012 11

Nearly 40% of negative pages for past six months came in this 16-day stretch!

345% Increase in Volume

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Topic Positive Pages Date Range Pages/Day

Boulevard Brewing Co. 2599 10/6/11 – 1/24/12 29

Chocolate Ale 856 1/24/12 – 2/9/2012 66

Topic Negative Pages Date Range Pages/Day

Boulevard Brewing Co. 228 10/6/11 – 1/24/12 3

Chocolate Ale 145 1/24/12 – 2/9/2012 11

345% Increase in Volume

130% Increase in Volume

The natural tendency is to focus on the negative

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“It is much, much worse to receive bad news through the written word than by somebody simply telling you, and I’m sure you understand why. When somebody simply tells you bad news, you hear it once, and that’s the end of it. But when bad news is written down, whether in a letter or a newspaper or on your arm in felt tip pen, each time you read it, you feel as if you are receiving the bad news again and again.”

― Lemony Snicket, Horseradish: Bitter Truths You Can't Avoid

Especially when the bad news is in writing!

spiral16So which is it? Good news, or bad news?

spiral16Half Empty: Change in Volume/Day

NegativeSentiment

PositiveSentiment

The perception was Boulevard took 1 step forward, 3 steps back

345%

130%

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856

145145

PositiveSentiment

Half Full: Amount of Volume

The reality was Boulevard took 6 steps forward, 1 step back

NegativeSentiment

spiral16Perception = Positive

Positive sentiment on 9 out of 10 of the top “Influencers” (visible pages)

spiral16In Our Opinion

Opportunity!

spiral16Reality?

In Spiral16’s (data supported) opinion, in the “Tale of the Ale”,

the glass is definitely half full!