tiger woods analysis from lift9
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TRANSCRIPT
Tiger Woods: before and after
The Impact on his sponsors.
Image: Nevada tumbleweed
A look back and today
Scan of social media
conversations
Timeframes
• Peak of Scandal
• One month later
Sentiments
• Gender Differences
• Brands
• Today
A quick recap
Image:TheLastMinute
Tiger’s Scandal: Tiger Woods mentions by day
0
200
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600
800
1000
1200
1400
1600
1800
11
/21
11
/22
11
/23
11
/24
11
/25
11
/26
11
/27
11
/28
11
/29
11
/30
12
/1
12
/2
12
/3
12
/4
12
/5
12
/6
12
/7
12
/8
12
/9
12
/10
12
/11
12
/12
12
/1
3
12
/14
12
/15
12
/16
12
/17
12
/18
Search Results by Day
Total:19082 (11/21/2009 - 12/18/2009)
12/3: Conversations
increased after the
day Tiger issued his
public statement
12/8: Tiger’s mother in
law rushed into hospital
• Total result: 19,082
• Spike day: December 03rd, 2009
• Most mentions in: California and Washington
Where did the conversations occur?
0
1000
2000
3000
4000
5000
6000
7000
Microblog Mainstream Blog Video/Photo Sharing
Message Board/Forum
Social Network
Wiki
6983
5378
2367
17201499
952
183
Total of all 19082
SOCIAL MEDIA TYPE
Microblog: 37%
Mainstream: 28%
Blog: 12%
Video/photo sharing: 9%
Forum: 8%
Wiki and social network: 6%
Twitter is the leading share of voice, however,
~80% of tweets are links to videos, blogs or
mainstream news.
Twitter being used more to spread news
Sample comments and sentiment
: “By cheating on his wife, especially in such a
disgusting and complete way, Tiger has utterly
spoiled the last sport that had generally been
considered a sport of gentlemen (and gentle
women, of course). After all, cheaters are cheaters.
A porn film is being made about Tiger Woods'
recent transgressions entitled Tiger's Wood. Porn
companies = the underrated kings of satire. - (mouzone)
“He is sorry, that is it? I don't care who you are, you
don't cheat on your spouse, and just say sorry. That is
too easy. Committing adultery is the ultimate betrayal. I
don't care who you are. No one takes their vows serious
anymore.”
i look up to tiger woods now... cuz he's the man -(YungRayDaGod)
Well, at least Tiger has begun telling the truth, after
a week of stonewalling!
Tiger Woods is the first person in
history to run his car into a hydrant
and set himself on fire(BlakeBeus)
29%
67%
4%
Twitter sentiment for Tiger Woods
neutral negative positive
Strongly negative sentiment –
even the positives are suspect.
Top Forums: CBS Sport Forum - Golf
4%
67%
29%
20 combined Polls Sentiment
Neutral Negative Positive
Poll Title Votes POS NEG NEU
"I am still a friend, Tiger!" 40 25% 68% 8%
“Your opinion of Tiger Woods?” 51 38% 55% 8%
“Tiger's 2010 Golfing Performance/Competitiveness” 2 0% 100% 0%
“Tiger's "transgression" impact” 52 42% 58% 0%
“ACCENTURE Drpos Tiger Woods...!!!!!” 4 0% 100% 0%
“Tiger cheated ____ times” 31 3% 97% 0%
“If TIGER's trysts FATHER any CHILDREN...will Elin” 6 17% 83% 0%
20 polls about Tiger Woods Affair, mainly about his performance for
next season and predicting his family situation.
More Negative votes than Positive
“Tiger probably will surpass Jack's 18
majors and Sam Snead's 82 PGA
Tour wins, but until he grows up and
displays the sportsmanship expected
of a true golfer, Jack will still be the
greatest golfer of all time.”
: “…I am still your friend, Tiger,
because of what you have done for
golf, for the whole sporting industry,
for the whole golf and sports
fraternity, for a good decade!
YouTube: Voicemail leaked
3%
89%
8%
“Voicemail” videos commentsSentiment
positive negative neutral
Total videos related: 156Total comments: 7,157Total views: 3,362,185
Most viewed video: Tiger Woods Voicemail Slow Jam Remix
http://www.youtube.com/watch?v=OEkomaBTppY
by halfdaytoday(1,235,221 views – 2017 comments)
Hey back off why don't you guys leave Tiger alone . He is the best athlete in the world . Very calm on the court and doesn't disrespect his opponents. (spades57)
“Not only have I lost respect for tiger because of his lack of moral guidelines, but I have also cometo the realization that he really isn't that great of a golfer.
Most viewed YouTube video
Total videos related: 28Total comments: 1,660Total views: 3,111,170
Most viewed video: 【蘋果動新聞】伍茲深夜撞車 老婆破窗救夫 疑點重重
http://www.youtube.com/watch?v=7i5FlC1MpkEby ma19kuso
(2,337,534 views – 787 comments)
4%
79%
17%
Taiwanese animation videosComments Sentiment
Pos Neg Neu
Most viewed video is actually not from the U.S. PR efforts should be international
He's a great golfer but I don't care for him as a person. I'd rather have someone with some class and professionalism be considered the best at something, not someone known for his infidelities. He's become an embarrassment to the sport of golf, rather than a good ambassador that everyone thought he was.
Tiger isa little rude elitist punk. He deserves what he got…I have no respect for the billionaire punk who needs to grow up. I hope Nike and others dump him. I won't buy their products
Gender Sentiment: Elin hitting Tiger
Although negatives = positives for both genders, Women definitely have
an opinion on this subject. However, most men are neutral.
Sentiment on the topic of Elin hitting Tiger
37%
32%
31%
Female Sentiment
Neutral Negative Positive
82%
9% 9%
Male Sentiment
Neutral Negative Positive
From 1,143 opinions
Gender Sentiment: Media
female23%
male77%
Who is more tired of Tiger news?
34%
47%
19%
What do people think of all the attention?
Tired of news
Tired but still concerned
Media/Public has the right to know
Among the 19% who are really tired of
the news, male authors significantly
outnumber female ones.
Tiger Woods’ sponsors
Nike29%
Accenture22%
Gatorade22%
Gillette21%
Tag heuer6%
Tiger Woods' brands conversations
Total of 2,003 conversations talking about Tiger and his sponsors
10%
25%
65%
Tiger Woods w/Nike Sentiment
Positive Negative Neutral
•Conversations about Tag Heuer, Gillette and Accenture only grew after the companies made their
own official statements
•The story is different for Gatorade and Nike. These brands are mentioned as soon as the news
about Tiger appeared. Many of the conversations use the brand’s slogans “Just do it” and “Is it in
you?” to make jokes about the story.
•Elin using a non-Nike forged iron to hit Tiger caused even more jokes about Nike.
Recent activities
Image:TheLastMinute Image: David (standout))
Comparison of Brand mentions
29%
22%
6%
21%
22%
0%
0%
8%
7%
0%
1%
14%
3%
53%
0% 10% 20% 30% 40% 50% 60%
Nike
Accenture
Tag heuer
Gillette
Gatorade
At&t
Electric Art
1/1 - 14/1 11/21 - 12/18
Brand mentions changing over time.
Electronic Arts recently put out a survey on what
customers thought about Tiger Woods.
Tiger Woods and Nike
Neu45%
Neg38%
Pos17%
Nike Sentiment 1/1 – 1/14
Neu65%
Neg25%
Pos10%
Nike Sentiment 11/21 - 12/18
Nike mentions have decreased significantly, however,
opinionated conversations are growing.
From 11/21 -12/18: 29% of conversations talked about Tiger Woods and
Nike
From 1/1 – 1/14: Only 8% of conversations talking about Tiger Woods
and Nike
Twitter Sentiment…Then and now?
Neu16%
Neg71%
Pos13%
Twitter Sentiment 1/1 – 1/14
Neu29%
Neg67%
Pos4%
Twitter Sentiment 11/21 - 12/18
One month later, still highly negative. However, the percentage of positive
tweets increased due to Russell Simmons tweeting about Tiger Woods
donating to Haiti relief efforts. However, this news also caused an
increase in negative mentions as many people doubted (and snubbed)
Tiger’s intentions.
Conclusions
Although it’s been one month since the story
broke, public sentiment is still
strongly negative.
It will take quite a while for Tiger to repair his image.
Former sponsors that have distanced themselves have returned to prior brand sentiments.
Brands that continue to associate with Tiger still have an
unusually high negative sentiment.
Thank you
Seattle
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Seattle, WA 98104
For more information
please contact:
Warren Sukernek
206.601.1610