As part of our series looking at our time at the Gadget Show Live with Fitbit, we're going to focus on how we can analyse and evaluate the success of the strategy to get people talking about Fitbit and the show online.
You can read our previous blog posts here:
- Counting steps & stats with Fitbit @ The Gadget Show Live 2014
- Taking the offline, online at the Gadget Show Live 2014
To do this, we're going to use a tool called Brandwatch. Brandwatch is a social media monitoring tool that allows you to track conversations and updates that are happening online. It's an invaluable tool for Jellyfish and many of our clients, who not only want to monitor what people are saying about their brand but what people are saying about their industry or their competitors.
Analysing Gadget Show Live 2014 data
First of all, we're going to look at the conversations around the Gadget Show Live online for the two week period around the show. To do this, we created a query string that will look for mentions of 'Gadget Show Live', #GSL2014, #GSL14 and #GadgetShowLive.
Although our main focus is Fitbit, we want to know what it being said about the show as a whole. Did the visitors enjoy their time at the Gadget Show Live? What platform did they use to talk about the show? Knowing all these statistics will give us a better understanding of how successful our objective for Fitbit was.
Conversations around the Gadget Show Live 2014 from the 3-16 April 2014 by sentiment
The graph above shows how the online conversations started to gain momentum on the Press/Trade day (8th April). Conversations peaked on the first day of the show (9th April) and continued to decline until the last day of the show (13th April). Overall, sentiment tended to be more positive than neutral about the show, especially on the first day.
No WOW factor at the #gadgetshowlive this year. Really disappointed, it's a lot smaller than other years with a lot of tac on sale :(— MasonicGamer (@masonicgamer) April 9, 2014
You can see the online conversation graph vs. page type below. The majority of conversations online about the Gadget Show Live happened on Twitter but there were lots of conversations on other channels, such as Facebook and on video websites.
Conversations around the Gadget Show Live 2014 and their page type
Analysing Fitbit data from the Gadget Show Live 2014
Now we know more about the conversations around the Gadget Show Live, we can start to look at some of the data around Fitbit.
Conversations around Fitbit at the Gadget Show Live 2014 by day
The graph above shows the number of conversations mentioning Fitbit and the Gadget Show Live query string. The main peak of conversations online happened on the day we went to the Gadget Show Live (9th April) but it is interesting to note the similarities between this chart and the one highlighting the conversations around the Gadget Show Live as a whole. Both peak on the 9th of April and slowly peter out.
The next metric we'll want to track is where these conversations were happening. On the 9th of April, we were active on Twitter, Facebook, Instagram and Vine at the Gadget Show Live - but were we encouraging conversations elsewhere?
Conversations around Fitbit at the Gadget Show Live 2014 by page type
The pie chart above shows that although the majority of conversations happened on Twitter, there were also mentions on a variety of channels, such as Facebook, News and Forums.
Using Brandwatch, we can see that there were mentions of Fitbit and the Gadget Show Live on the following websites:
Competitor analysis at the Gadget Show Live 2014
As stated previously, Brandwatch allows us to track for competitor data as well as brands. Using this, we were able to pinpoint which brands were being talked about the most at the Gadget Show Live 2014. We could do this for every brand but Fitbit are only interested in their competitors, such as Jawbone, Garmin, Misfit and Withings.
Conversations around Fitbit and competitors at the Gadget Show Live 2014
With almost two thirds share of voice, Fitbit had more conversations online around the Gadget Show than any of their competitors. Second was Garmin, followed closely by Jawbone. We can attribute much of this share of voice to the activity initially created by us for Fitbit on the 9th of April.
We have learnt from our analysis that online conversations happen around real-life events and that you can use tools such as Brandwatch to track this.
We know that conversations online increased around Fitbit on the 9th of April, which is not only the date that we went to the Gadget Show Live to tweet about Fitbit but it's the date that the most conversations happened about the Gadget Show Live.
We know that people were more likely to talk about Fitbit than any of their competitors in relation to the Gadget Show Live, although we know from our regular competitor analysis in Brandwatch that Fitbit dominates share of voice against its competitors.