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What’s Hot This Christmas: Holiday
Gifts to Warm up your Stockings
Alterian Hot Topic
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© 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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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”
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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”
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THANK YOU!
Please contact us with any questions:
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Kyle Henderick: [email protected]
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