samepoint:target canada social media audit - june 2013
DESCRIPTION
Samepoint created this social media audit for one of its Fortune 500 clients to understand the Target impact in Canada after taking over the Zellers stores. It depicts personas of shoppers who have visited Target and uses social media comments to tell the story.TRANSCRIPT
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Big Data Driven Personas
Samepoint Monthly Social Media Report© 2013 Samepoint LLC. Confidential & Proprietary
Target Canada Transformation
June, 2013
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Overview
• Samepoint has reviewed over 10000 Social Media comments focused on the Opening of Target Canada stores.
• Within these comments, Samepoint has identified Data Driven Personas that tell the story from grand opening of Target Canada stores to Canadian shoppers’ purchase events.
• Our goal for these monthly reports is to identify and present trends, risks and opportunities, and insights that the new Target Canada retailer has to provide.
• Now that the initial stores have opened, we see a decline in comments an a slight change in conversations
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Our Methodology
1. Monitor Target Canada Conversation on the Social Web using over 100 keyword phrases that span over thousands of sites.
2. Process the comments using the Samepoint Sentiment engine that extracts feelings, sentiment, brands identified, competitor brands and store departments .
3. Index all comments and make available in the Samepoint Retailer tool for Insight analysts to review.
4. Create a Reverse Survey that asks questions of the data set. These questions drive the creation of Data Driven Personas.
5. Create Data Driven Personas that tell the story from the Voice of the Customer.
6. Accumulate findings and present story.
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“target canada
Donates $50,000 for
Alberta flood Relief”
…..
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Chatter Spikes Leveling Out from May to June
Under 100 comments per day
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Overall Feb – June Chatter Per Month
Pre-Marketing Buzz
Chatter Decline
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Social Footprint 05/01/2013 – 06/26/2013
Twitter and Facebook remain to dominate the chatter for now. No significant difference from May to June.
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May 2013 June 2013
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June 2013
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Canada Wal-mart Conversations Overall
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06/01/2013 – 06/26/2013 Canada Wal-mart Conversations
Random, however 29% were about the Bus Shelter
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Wal-mart Mobile Store Chatter decline
18 reviews
Search term: walmart bus shelter mobile
canada
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Target Stores / Wal-mart Conversations
May 2013
June 2013
More mentions for June
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Wal-mart Canada Mentions
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Big Data Created Focus Group
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Target Canada Stores with the Most Buzz 06/01/2013 – 06/26/2013
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Indicates Stores With Most Buzz
No Significant Change From May
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Data Driven PersonasWe have built data drive personas to describe the early Target Canadian customer.
I am Susan Desperado. My Personawas created using hundreds of comments
I am not happy with the new Targetin my neighborhood. I am going to Walmart
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Data Driven Personas
Target is ..
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Empty Shelves!
Lisa Stockton Lisa is upset that there shelves are empty.
"target canada"~4 .. And Out of stockQuery:
© 2013 Samepoint LLC. Confidential & Proprietary
Headed out on a shopping venture to the new
target @ tillicum. What a disappointment. Yes,
they do have staff, now that is a good thing
nowadays BUT no stock. Such a huge store
with so many empty shelves. of course, had
to get a rain check on the item I was there for.
Prices no big deal - can do better almost
anywhere if you watch the sales. So far not
worth the trek across town!!!
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Stores Lisa Can’t Find Items
May 2013
June 2013Only was able to identify target @
tillicum
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I love Target Canada
Jakie Amore Jacke Loves Target
love AND "target canada"~4Query:
“RT @cdnfan75: Thanks to @target_ca & @RevlonCanada for my #FridayFanLove gift basket! I love it!”
© 2013 Samepoint LLC. Confidential & Proprietary
No big Change for May .. Jackie still in love.. But ….
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Not many June mentions Of Love
Love .. But.. Not Often
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How Jackie defines Love
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Retweets Up 12% About Love now at
22%
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Jackie’s Store Foot Print
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May 2013 June 2013
Target Burlington Love On The Rise
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Target Canada Is Exactly Like Zellers
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John Zell Previous Zellers ShopperLooking Forward to New Canada Target
What we found out about John was he was expecting to Find a new kind of store. Hid did not. He found the same.
American version of ZellersExactly Like Zellers
("Target is Just" AND zellers) OR ("miss zellers"~4 AND target) OR ……………..
Query:
“I was expecting so much more from Target than just being a glorified Zellers. :( “
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John’s Verbatim
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Ways John Zell Describes His Case
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John Zell’s Footprint
Note: Samepoint extracts stores using natural language processing. Sources do not have stores defined.
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April
April 2013May /June 2013
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Price Matters: Is Wal-mart Cheaper ?
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Jane Shopper 2nd Impression of Target Canada Comparing to Walmart
What we found out about Jane was that she was expecting Target to have competitive pricing. She did try again.
"walmart cheaper"~3 targetQuery:
“ target : expect more, pay less. So I go to target and everything is cheaper at walmart okay target Canada sucks basically. Yay.”
@target 2nd chance. Redeemed! Ok so the prices aren't great, I think I'll still get kids clothes at walmart. I usually get kids shoes on sale at Shoe Warehouse AND get better prices there. A friend also said a baby carseat she was looking at was $60 cheaper at walmart. But – a convenient place to pick up milk, bread, eggs AND ... So check out Shawnessy target. I've heard the grocery AND toy sections are bigger than Chinook target. MORe info on safer bedding.
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Note About Jane Shopper
Jane did not talk much about prices and Wal-Mart this month. This chatter may have subsided for now. We will need to continue to monitor.. Here are some verbatiums
@target_ca your product is to highly priced for product i can get cheaper at walmart.
The people of Whitby are not impressed to see higher prices @target_ca then at Walmart.
@Strombo_joeygal @target_ca Walmart has always been cheaper
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Jane Shopper’s Footprint June Update..no change
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April
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“I Miss Zellers”
Dennis Regreton Previous Zellers Shopper
What we found out about Dennis was that he may have not wanted Zellers to go. Now that Zellers is gone, the question remains who will get his business?
“Miss zellers”Query:
“RIP zellers miss u ”
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“I miss working at zellers so freaking much”.
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How Dennis Remembers Zellers
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Foot Print : Undefined
Only One Store was identified: Target Campbell River
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Still Steady Chatter In June
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Not Coming back
Susan DesperadoPrevious Zellers ShopperNot coming back to Target
What we found out about Susan is that she gave Target a try and has strong emotions of dislike. Walmart is her alternative in most cases
"target sucks canada"~2Query:
“Disappointed that Target Canada is not practicing SCOP....gonna have to go back to Walmart so I can get free shit”
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“Dear Target Canada. Your Starbucks sucks. Sincerely, An Annoyed Customer”.
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Footprint: we Expanded the Query
Now we are tracking works like hate, suck and use of profanity
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Hate on the Decline
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Thank you
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For more information, feel free to contact Darren Culbreath [email protected]