what's hot this winter: holiday gifts to warm up your stockings
DESCRIPTION
By monitoring the conversation on social media, we compiled an extensive list of great holiday gifts depending on the category consumers are shopping in (electronics, toys, books, etc.) or their relationship to the gift recipient (husband, mother, sister, etc.).In this presentation, we dive into the social media dialogue and find out if Microsoft Kinect is living up to its pre-release buzz. Does the iPad continue to be a must-have commodity this holiday season and what is at the top of consumers' list in the toys, gaming, books & music departments?TRANSCRIPT
What’s Hot This Christmas: Holiday
Gifts to Warm up your Stockings
Alterian Hot Topic
© ALTERIAN 2010 ALL RIGHTS RESERVED
Social Media Performance
Blogs &
Comments Social
Networking Sites
(Facebook,
LinkedIn) Microblogs
(Twitter)
Mainstream
News
Multimedia
(YouTube,
Podcasts)
Forums
Google Trends &
Insights
Delicious &
Social Tagging
Versus
We immerse ourselves
in digital spaces, using
the internet as a culture
in its own right and
observing patterns in
conversation, common
social practices, and
creating links between
online and offline
worlds
Real world
conversations, habits,
practices, cultures
Table of content
© ALTERIAN 2010 ALL RIGHTS RESERVED
Search Overview 4
What are hot shopping topics during Holiday? 5
What were hot shopping topics for MOM? 6
What were hot shopping topics for DAD? 7
What were hot shopping topics for HUSBAND? 8
What were hot shopping topics for WIFE? 9
What were hot shopping topics for SISTER? 10
What were hot shopping topics for BROTHER? 11
Influencer Twitter 12
Influential Forum 13
Appendix: Keywords 14
Tool Used
SM2: a social media monitoring
and analysis solution, which helps
to track conversations, review
positive/negative sentiment for
brand, competitors and partners
across social media channels such
as blogs, wikis, micro-blogs, social
networks, video/photo sharing sites
and real-time alerts.
Search Keyword
See appendix
Date range:
11/22 – 12/06/2010
Exclude:
Non-English
Advertising / For Sale
Final results:
7,082
© ALTERIAN 2010 ALL RIGHTS RESERVED
Search Overview and Scope
What were the hottest categories?
© ALTERIAN 2010 ALL RIGHTS RESERVED
3230
2022
1656
477 445 390
0
500
1000
1500
2000
2500
3000
3500
* Entertainment: CDs, Music, Movies
What were hot shopping topics for MOM?
© ALTERIAN 2010 ALL RIGHTS RESERVED
Entertainment
Jewelry
Game
Books
Electronic
Toys
57%
26%
17%
6%
1%
1%
Taylor Swift, Susan Boyle, Harry Potter 1-6, Avatar,
Toy Story 3
Tiffany’s, The Castle, Sears (Jewelry)
Just Dance 2, Call of Duty: Black Ops, Fable III
The Confession, Unbroken, Diary of a Wimpy Kid
* Entertainment: CDs, Music, Movies
What were hot shopping topics for DAD?
© ALTERIAN 2010 ALL RIGHTS RESERVED
Entertainment
Electronic
Game
Books
Jewelry
Toys
62%
23%
18%
7%
3%
0%
Apple Ipod Touch, Flip UltraHD Video Camera, Garmin Forerunner
Bruce Springsteen, The Pacific, The Hangover
* Entertainment: CDs, Music, Movies
What were hot shopping topics for WIFE?
© ALTERIAN 2010 ALL RIGHTS RESERVED
0% 10% 20% 30% 40% 50%
Entertainment
Electronics
Games
Jewelry
Toys
Books
44%
32%
21%
8%
7%
6%
* Entertainment: CDs, Music, Movies
Kindle Reading Device and Apple iPod Touch
What were hot shopping topics for HUSBAND?
0% 10% 20% 30% 40% 50%
Entertainment
Electronics
Games
Jewelry
Toys
Books
41%
31%
19%
8%
8%
7%
* Entertainment: CDs, Music, Movies
Kindle Reading Device, Apple iPod Touch
Madden NFL 11
What were hot shopping topics for SISTER?
© ALTERIAN 2010 ALL RIGHTS RESERVED
Electronics
Movies
Jewelry
Games
CD
Books
Toy
52%
50%
23%
20%
20%
9%
5%
Kindle Reading Device, Apple Ipod Touch
Harry Potter, Avatar
Claire’s Jewelry, JC Penney Jewelry, Gordon Jewelry
What were hot shopping topics for BROTHER?
Electronics
Movies
Games
Jewelry
CD
Toy
Books
80%
53%
35%
27%
12%
9%
8%
Flip UltraHD Video Camera, Apple Ipod
Touch, Kindle Reading Device
Mario Kart Wii with Wii Wheel, Fable III
Harry Potter, Avatar, Toy Story 3, the Hangover
Influential Forums
• Name: WattFlyer
• Web www.wattflyer.com
• The forum which is interested by Electric Power Flight fans, where people can ask and share information about electric power toys, especially Electric R/C Airplanes.
• 35,155 members
• 764,636 posts
• 55,807 threads
• This site reaches approximately 28,300 US viewers per month. (Quancast)
• Related discussions focused on what to buy for their father or son.
WattFlyer RC Electric Flight Forums
www.wattflyer.com
• Name: BabyCenter
• Web http://community.babycenter.com
• A community where moms can ask questions, give advice and share personal experiences, covering issues from fashion to work.
• This site reaches 9.3 million monthly people, of which 6.8 million (73%) are in the U.S. (Quancast).
• A blog on the site, called Attachment Parenting Group, focused more around family members. This group has:
• 1,557 members
• 1,902 posts
• Moms shared advice on what to get for their children. Black Friday was typically mentioned as an opportunity for Christmas shopping.
BabyCenter
http://community.babycenter.com
• Name: The Purse Forum
• Web: http://forum.purseblog.com
• Forum on fashion and accessories.
• 281,898 members
• 17,035,946 posts
• 568,192 threads
• This site reaches 53,217 US viewers per month. (Quancast)
• Contained many posts asking for gift ideas. There is a larger female audience here, however, males were also found to be asking for advice on what to get for their wives.
The Purse Forum
http://forum.purseblog.com
© ALTERIAN 2010 ALL RIGHTS RESERVED
Appendix - Keywords
© ALTERIAN 2010 ALL RIGHTS RESERVED
“shopping” AND “xmas” AND “mom”
“shopping” AND “x-mas” AND “mom”
“shopping” AND “x_mas” AND “mom”
“shopping” AND “christmas” AND “mom”
“shopping” AND “xmas” AND “mother”
“shopping” AND “x-mas” AND “mother”
“shopping” AND “x_mas” AND “mother”
“shopping” AND “christmas” AND “mother”
“buying” AND “xmas” AND “mom”
“buying” AND “x-mas” AND “mom”
“buying” AND “x_mas” AND “mom”
“buying” AND “christmas” AND “mom”
“buying” AND “xmas” AND “mother”
“buying” AND “x-mas” AND “mother”
“buying” AND “x_mas” AND “mother”
“buying” AND “christmas” AND “mother”
“shopping” AND “xmas” AND “dad”
“shopping” AND “x-mas” AND “dad”
“shopping” AND “x_mas” AND “dad”
“shopping” AND “christmas” AND “dad”
“shopping” AND “xmas” AND “father”
“shopping” AND “x-mas” AND “father”
“shopping” AND “x_mas” AND “father”
“shopping” AND “christmas” AND “father”
“buying” AND “xmas” AND “dad”
“buying” AND “x-mas” AND “dad”
“buying” AND “x_mas” AND “dad”
“buying” AND “christmas” AND “dad”
“buying” AND “xmas” AND “father”
“buying” AND “x-mas” AND “father”
“buying” AND “x_mas” AND “father”
“buying” AND “christmas” AND “father”
Appendix - Keywords
“shopping” AND “xmas” AND “wife”
“shopping” AND “x-mas” AND “wife”
“shopping” AND “x_mas” AND “wife”
“shopping” AND “christmas” AND “wife”
“buying” AND “xmas” AND “wife”
“buying” AND “x-mas” AND “wife”
“buying” AND “x_mas” AND “wife”
“buying” AND “christmas” AND “wife”
“shopping” AND “xmas” AND “sister”
“shopping” AND “x-mas” AND “sister”
“shopping” AND “x_mas” AND “sister”
“shopping” AND “christmas” AND “sister”
“buying” AND “xmas” AND “sister”
“buying” AND “x-mas” AND “sister”
“buying” AND “x_mas” AND “sister”
“buying” AND “christmas” AND “sister”
“shopping” AND “xmas” AND “brother”
“shopping” AND “x-mas” AND “brother”
“shopping” AND “x_mas” AND “brother”
“shopping” AND “christmas” AND “brother”
“buying” AND “xmas” AND “brother”
“buying” AND “x-mas” AND “brother”
“buying” AND “x_mas” AND “brother”
“buying” AND “christmas” AND “brother”
“shopping” AND “xmas” AND “husband”
“shopping” AND “x-mas” AND “husband”
“shopping” AND “x_mas” AND “husband”
“shopping” AND “christmas” AND “husband”
“buying” AND “xmas” AND “husband”
“buying” AND “x-mas” AND “husband”
“buying” AND “x_mas” AND “husband”
“buying” AND “christmas” AND “husband”
THANK YOU!
Please contact us with any questions:
Jim Reynolds: [email protected]
Kyle Henderick: [email protected]
Ivy Shtereva: [email protected]
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