Digital Marketing: Watching Sunday’s Big Game through HP ExploreCloud


See on Scoop.itprojectbrainsaver

Our office in Plano, TX recently stood up an HP ExploreCloud multi-media
insight kiosk; the same kind we put up at a Tottenham Hotspurs match,
but with content about HP Autonomy, Big Data, and other “office” topics.
It turns out that those “other” office topics also included football.
With the Big Game this past weekend and folks in the office talking
football; I wanted to quickly change those screens to look at the
impending matchup. I watched Sunday’s game through HP ExploreCloud, and
here is what it had to say. Setup and ConfigurationThis was a quick and
dirty project—the configuration was not as elaborate as it was with
Sundance—but it followed the usual basic steps. We identified where to
listen, what to listen for, how to present the data, and then let HP
ExploreCloud and IDOL do the rest. This is how I configured the criteria
for our football championship command center:Where to listen: Everywhere
except Wikipedia (Sorry Wikipedia, but page edits are not what I was
looking for this time either).What to listen for: Anything mentioning
the event name and hashtags. I throttled the content this time; with
24.9 million Tweets during the broadcast just 1 percent of mentions
gives a great representation. Again, not limited to twitter,—listening
to all social, news, blogs, images, etc. — 1 percent of all of that is a
ton of content. For customer projects, we listen to all of it, but
that’s not necessary to entertain the folks in the office.How to
present: The same accessible, touchable, walk-up setup that we used
successfully elsewhere: 7 large touch screens with nothing between the
audience and the data (You can see some pictures of it here). I also
gave that audience a few Topics to select from. Topics are simple
conceptual shortcuts that quickly focus in on a subset of the data. I
initially chose each of the opposing teams, and commercials (commercial
watching is almost as big an event as the game itself). On Sunday, just
before the game, I made one change. I turned on geographic listening to
capture all content within a 1 km radius of MetLife Stadium. This
captured everything publicly said in social media from people at the
game, whether they mentioned our key phases or not. What does the data
say?ExploreCloud lets the data speak for itself. This requires
adjustment for customers that have used other tools. With those tools,
users are used to building taxonomies, filling in dictionaries, and
constructing elaborate queries to look for specific things, but that
approach is flawed. It yields results only for what you are looking for
(the known knowns), and it ends up showing you what you expect. As the
old saying goes, “If you torture the data long enough, it will
confess”.IDOL lets us ignore all of that confusion, in order to simply
see what is being said. Not only does it show us those known knowns, but
also the “unknown unknowns”. Each one of these projects that I’ve worked
on has marvelously surfaced the unexpected; sometimes so unexpected that
at first you’d think the software was broken, but then the reason
reveals itself. In this instance, an unknown unknown immediately jumped
from the data—puppies! I had forgotten about Puppy Bowl X, but people
talking about the game sure hadn’t. It showed up as an IDOL Concept
straightaway, and I made a quick topic so everyone in the office could
share the cute. Before and during the game, the puppy content –
including lots and lots of pictures – never stopped coming in. There is
a wealth of information in the data, but here are a few interesting
things that jumped out at me:Sentiment for Bruno Mars was overwhelmingly
positive from the people at the game. No matter the viewer’s age,
gender, or whether the person knew him before half time or not, they had
mostly good things to say.Sentiment on the west side of the stadium
tended to be more negative than that on the east side.Once the game was
over, I started to see complaints about New Jersey transit.The only talk
about commercials from the people in the stands was disappointment about
not being able to see them. People watching at home had a ton to say
about the ads. (Also, nobody at the stadium talked about either the
Puppy Bowl or the Kitty Half-time show.)A constant stream of selfies
flowed from the seats, and Instagram was the preferred selfie-sharing
method.The 3rd most used language was French, but not at the stadium.
Spanish kept its 2nd place spot, but there were more Italians and
Germans in the stands than French.71 percent of the people sharing in
the stands were male, but looking at the audience watching at home, only
52 percent were male.I didn’t look at a Puppy Bowl species breakdown,
but with Meep the Bird tweeting; I’m sure it would be interesting.
#HPDMB

See on h30499.www3.hp.com