the social network Social Media Analysis of the upcoming movie about Facebook

Jim Reynolds Jim.Reynolds@alterian.com Twitter.com/jimmyrey

the social network Search Setup

Setup in Alterian SM2 • Date Range 7/1/2010 – Current • All Countries and Languages • Category All Terms – The Social Network • Keywords

• The Social Network • Facebook movie • Official fanpage of movie

the social network Trends Analysis – Daily Volume

Analysis • Major trend spikes

focused on Trailer releases

• Trent Reznor (Nine Inch Nails) buzz was pretty large

• True movie buzz starts first week of September around advanced screenings of movie

the social network Trends Analysis – Daily Volume

Analysis – UPDATED 9/30 • Upward trend in

volume of mentions continues with pre-release press

• Major spike on 9/30 attributed partially to Justin Timberlake’s rap-off on Late Night with Jimmy Fallon

the social network Share of Voice – Media Types totals

Analysis • 59% of the conversation

happened on Microblogs (Twitter and clones,) and was primarily focused on sharing content around the movie

• Social Networks

(Facebook, MySpace and others) were the third largest host of conversations

• Media Types – Other represents the mainstream and social bookmarking

the social network Share of Voice – Media Types totals

Analysis – UPDATED 9/30

• Volume of Social Network mentions increasing faster than mentions in Media Types - Other

• Twitter still

continues to be the dominant medium of conversation

the social network Share of Voice – Media Types trends

Analysis • Content is created

then propelled by the Microblog (Twitter) audience

• Social Networks

appear to follow the same patterns

• Mainstream (Media Types – Other) appears to trail content on social networks/microblogs by 2 days

the social network Share of Voice – Media Types trends

Analysis – UPDATED 9/30 • Twitter conversations

increasing very quickly as release date approaches

• Conversations on

Social Networks spike around pre – release of film

the social network Theme Graph – Topic Cloud Twitter Only

Analysis • Major Twitter topics

are Facebook, Network, Trailer and Movie

• Many conversations

about Trent Reznor/Score of Movie

• Limited chatter about actors

the social network Theme Graph – Topic Cloud Facebook Only

Analysis • Similar to Twitter

trends with top topics

• Secondary topics

are much more conversational than Twitter (movie, see, want, good)

• Very limited actor/director conversations

the social network Demographics

Analysis • High level of

influencers discussing film (Popularity rating of 7-10)

• 65/35% Male –

Female gender

• Majority of audience discussing film are under 35*

*Alterian has identified less that 1% of audience

the social network Demographics

Analysis UPDATED 9/30 • Influencer patterns

mostly unchanged • Gender patterns

mostly unchanged

• Increase in mentions from people over 50 & those between 18-24

*Alterian has identified less that 1% of audience

the social network Map Overlay

Analysis (World) • US has the largest volume of social media

posts overall • 34% of the conversations occur outside of

the US • Spain has edged out the UK as the #1

country of chatter in the rest of the world

Analysis (US) • California leads the US volume of

conversation • Top ten states (CA, NY, WA, TX, FL, IL,

MA, IN, NJ, GA) represent 75% of the conversation

• Wyoming is on the bottom with 11 posts about film

the social network Map Overlay

Analysis (World) – UPDATED 9/30 • US volume has dropped by 1% to 33%

• UK & Canada have pulled ahead of Spain

as the 2nd & 3rd largest hosts of conversation about The Social Network

Analysis (US)

• No major changes in US mentions

Analysis • Majority of chatter

around film is positive

• Major negative

spikes occurred during trailer releases

• Spike in positive trend around release of EP and advanced screening of film

the social network Sentiment Analysis – Brand References

Analysis UPDATED 9/30 • Positive chatter

around film has increased overall

• Major negative spike

was focused on comparison to Godfather / Citizen Kane

the social network Sentiment Analysis – Brand References

the social network Sentiment Analysis – Brand References (Twitter Only)

Sample Negative Post Sample Positive Post

Analysis • Nearly a 50/50 split

between positive and negative posts around the film on Twitter

• Many negative posts

are focused on comparison with Godfather, Citizen Kane

• Many positive posts are from people who saw advanced screenings of film who loved it

the social network Sentiment Analysis – Brand References (Facebook Only)

Sample Negative Post Sample Positive Post

Analysis • Nearly a 50/50

split between positive and negative posts around the film on Facebook, very similar to Twitter

• More direct

hate/love of Facebook vs. sly, sarcastic stabs on Twitter

the social network Conclusions

• In my personal opinion, the early buzz, trailers and soundtrack make me want to see the movie.

• In social media, there appears to be two factions that are split on the movie: folks who have

a similar view point to mine and those who think the movie will be absolutely terrible.

• Looking at the recent buzz around early screenings, it appears that the movie will do very well at the box office.