Exciting New Work Alert!

As so much of our work can’t be shared, it’s great when we do get the chance to. Here’s some exciting projects for Twitter and HSBC

We’ve been working with Twitter in the US, merging machine learning, cultural exploration, semiotics and quant surveying, making sense of billions of tweets to identify trends (18 of them, within six core themes) that have a consistent upward trajectory. Check the work out (with downloadable PDFs aplenty) here.

And we’ve been working with HSBC on the Enrich List – aimed at their high net worth Jade customers – combining cultural analysis and interviews with our Kin network to understand motivational trends for those who have achieved a certain level of wealth; then finding 50 rewarding experiences for personal growth. You can find out more about the approach here. And you can check out the full Enrich List here.

Crowd Tracks: Alcohol

Thirsty? The first in a series of Crowd DNA social listening reports, Crowd Tracks serves up the frothiest alcohol trends from the last four months...

Crowd Tracks is our regular social listening dispatch, examining trends taking place at the intersection of brands and culture. First up, we get the drinks in, focusing on alcohol and uncovering some of the viral stories and category shifts that have encouraged the most engagement over the last four months.

Using social data, we’ve dug deep into global conversations to track trends and measure their impact over time, including pinpointing the brands that are making the most noise. 

Inside the first Crowd Tracks you’ll find: 

Viral stories from around the world, including the state sponsored Qingdao Beer Festival in China; the rise of craft beer in the Philippines; and a new vodka made with ingredients from the Chernobyl Exclusion Zone

– A brand leaderboard charting the organic conversation around Guinness, Heineken and Bud (who successfully tapped into the viral Area 51 story)

– We dive into the American summer phenomenon that was White Claw and the growth in hard seltzers (even for fraternity bros) 

– We also track the worldwide growth in alcohol-free living through the newly dubbed ‘sober curious’ trend, as well as the shift towards sustainable drinking, in which the environment takes centre stage for both consumers and brands 

Exploring Hard Claw in Crowd Tracks
Exploring Hard Claw in Crowd Tracks

You can download a full copy of the report here.

Social media at Crowd DNA

We deploy social media data in various ways at Crowd DNA; either as a stand-alone method (including producing one-off and periodical reports for our clients) or integrated alongside, for instance, semiotic, ethnographic and quantitative approaches). If you’d like to find out more about how we can use social media data to meet your business challenges, get in touch.

 

Our last London breakfast event of the year explores how we use social listening to get closer to culture, category and consumers...

Date: November 21

Time: 8.15-9am

Location: Crowd DNA, 5 Lux Building, 2-4 Hoxton Square, London, N1 6NU

Social media has changed the way we communicate. In fact, social media has changed almost everything. Our feeds are places for influence, inspiration, staying in touch and endless memes. For consumers, these ever-evolving platforms are increasingly – for good or bad – an extension of identity. For brands, the raw data they host presents a near-endless source of insights. But how do we make sense of it all?

In this session, our in-house social listening experts – associate director, Anna Stuart and consultant, Benji Long – will present the case for how social data can lead to powerful strategic learnings across culture, consumers and category, using (drumroll, please…) The Seven Deadly Skills Of Social Listening. 

This killer toolkit puts multi-tentacled social data into action, highlighting the techniques used to dive into passionate communities; pinpoint the concepts which drive brand, trend and product perception; and recruit the perfect creator-collaborator from social users driving the highest engagement.

We’ll also bust the most common misconceptions around social listening and explore some more detailed case studies. From worldwide trends in beauty, to the functional tensions of car travel and the emotions running high in response to a new campaign, social listening offers a way to decode so much that’s vital to brands, and to their products and comms. 

If you fancy coffee, croissants and smart learnings on social listening, please fill out this form, or contact rise@crowdDNA.com. And feel free to pass this invite on to any colleagues it may interest, data-sceptics and fans alike.

Crowd Numbers

We're pleased to present a new look to our quant and analytics offer. Oh yeah, and a new director to run things, too!

Bringing new dimensions to our mission of creating culturally charged commercial advantage, we’re rebranding our quant and analytics offer as Crowd Numbers. This is about giving data and quantitative work a louder voice in our business. Additionally, under the new banner, as well as continuing to provide online survey solutions, we will venture further into areas such as passive tracking, data synthesis, social listening and machine learning.



We already have a first-rate team and high quality case studies to build on with Crowd Numbers. And now we also have an exciting new addition to our line up of directors to run this part of the business. David Power, formerly a director at RDSi and client side at Hachette and Future Publishing, joins in November.

He’ll be leading Crowd Number, with teams in London and Leeds, and directing all services that they provide across the Crowd DNA’s global offices.

“As a long term admirer of Crowd DNA, I am thrilled to be joining an agency at the forefront of understanding people, culture and the implications for brands,” says David. “Quantitative research is evolving rapidly – you need to be open to incorporating alternative data sources, telling engaging stories and embracing cultural context to drive change.”

We’re excited by this news and hope you are too. To find out more about Crowd Numbers, do get in touch.

Didn't make it to Glastonbury this year? Fear not - for the second instalment of our Listening In series, consultant Benji Long transports you to the fields of Worthy Farm (via social media) to uncover the festival's biggest talking points...

As won’t have escaped you, Glastonbury 2019 saw 200,000 revellers – a number equivalent to the population of Colchester –  descend on to Worthy Farm, Somerset.  To track the buzz as things unfolded, we set up a social listening monitor that gathered over 320,000 mentions online over seveb days. In that time, Glastonbury conversation surpassed chat about who will be the next British prime minister, and the even more British topic of the (hot) weather. So, what was all the fuss about at Glasto?

Stormzy makes history

There was one clear winner in generating the most online hype. London-based grime artist Stormzy took the largest slice of online mentions, with 61% of the top eight artists combined. His headline performance drew attention for a number of reasons. Firstly, that this was the first British black male to headline the festival in its 50 year existence – something he was not afraid to capitalise on. Characteristically, Stormzy took the opportunity to speak out about racial inequality in the UK and even sampled MP David Lammy’s influential interview on racial prejudice in the British criminal justice system. Continuing his political crusade, he orchestrated his liberal-leaning crowd to chant ‘f*?@ Boris,’ knowing it would be broadcast well beyond the farm fields to millions watching live via the BBC coverage.

Thiago Silva rap goes viral

You might suspect the most engaging post of the weekend to be about another of the weekend’s stars – Kylie’s come back perhaps, or Lewis Capaldi dressing as Noel Gallagher anyone? But no. Instead it was Alex (no surname required), die-hard fan of rapper Dave, who came on stage and perfectly recited the track ‘Thiago Silva’ during the rising star’s set, fittingly dressed in a PSG shirt with said footballer’s name on the back. Having been published on Saturday evening, one Twitter post about this stage-crashing went on to be retweeted 20,400 times and garner 119,000 comments. Looking at the virality map below, we can see how the initial tweet at 22:40 spread across the platform, before being picked up by BBC news which helped it to go stratospheric.

The greenest Glasto yet

In other festival news, Michael Eavis’s announcement that Glastonbury would ditch plastic bottles was praised on stage by 93-year-old David Attenborough in a deafeningly-cheered surprise appearance. “That is more than a million bottles of water that have not been drunk by you,” he told the audience from the Pyramid Stage, just before Kylie Minogue’s set.

However, Glastonbury’s environmental efforts were also met with backlash. While ‘Attenborough’ and ‘plastic-free’ dominated the positive conversation, there was negativity around the state of the site after the festival. ‘Rubbish’ and ‘tents’ highlight the waste that was left behind as festival-goers ‘desert[ed]’ the site.

The power of Glastonbury

Once again, Glastonbury makes a claim for being the world’s best festival (though we might be biased here in the London office, having waved a few of our own off to it last week). But this is also reflected in the festival-goers’ online conversation, making headlines for all the right reasons; supporting diverse and emerging talent and using the magnitude of the event as a vessel for wider societal change.

Social listening is a powerful tool for tracking events as they unfold, and analysing trends is part of how Crowd DNA provides culturally charged commercial advantage to brands all around the world. If you need to understand more about an event, category, theme or topic, and want to find out if social listening can get you to answers, contact us at hello@crowdDNA.com.

 

Benji Long from Crowd DNA’s Futures, Semiotics & Listening team kicks off the first post of our Listening In series - demonstrating how we get to cultural meaning through social data. First up, a look inside the fandom of K-pop superstars BTS...

K-pop (that’s Korean pop music) is taking the West by storm. With precision-perfect choreography, EDM riffs and bubblegum melodies overlaid on Korean rap lyrics about mental health, there’s something distinctly novel about this phenomenon. K-pop support is also huge on social media: in the last year there were 541m tweets relating to the genre in the US, and 11m in the UK. Disconcertingly, it’s a hotter topic online than climate change…

In the UK and US, K-pop is provoking more conversation than global warming - and the volume keeps growing
In the UK and US, K-pop is provoking more conversation than global warming - and the volume keeps growing

Amid the wider conversation, one band totally dominates. BTS, aka Beyond The Scene, are a seven-piece boy band that have been drumming up wild support, including seeing their supporters win Best Fan Army at the 2018 iHeartRadio Music Awards. But what is it, exactly, that has built up this fan-force, and why should we be paying attention? Faced with this extraordinary phenomenon, we decided to use social listening to dig a little deeper and understand more about what BTS represent.

First, The BTS hype

Fan love for BTS
Fan love for BTS

BTS have an intensely intimate relationship with their fans. While fan devotion of this kind is nothing new, their constant online conversation with the ‘army’ is staggering. There’s a real sense of religious fervour towards them. too: in the last six months, there have been 350,000 posts online containing BTS and ‘angel’.

Individual group members regularly come out with personal stories, connecting with their fans at every opportunity. From their rags to riches narrative – one that sets them apart from other groups in the K-pop industry – to their willingness to open up to their fans, BTS play strongly to themes of authenticity (whether engineered or not!). But it’s not just about keeping it real: they’re also provoking conversation and challenging norms in two areas:

1. Identity Fluidity

RM inspires young people to be themselves
RM inspires young people to be themselves

The band actively confront gender stereotypes by dressing in ‘feminine’ clothes and wearing make-up. They speak up for the need to be true to yourself. By normalising this, they are reaching out to a mainstream audience with a powerful message about being who you want to be; particularly resonant for those in their formative teen years or those feeling marginalised.

Their latest album, ‘Map Of The Soul: Persona’, is titled after a famous book about Jungian theories on identity by Dr Murray Stein. In the first song, member Kim Nam-joon (aka RM or Rap Monster) wonders: “‘Who am I?’ is the question I’ve had all my life / And I’ll probably never find the answer.” Joining BTS on this journey of self-discovery ranks highly in their appeal to fans.

Make way for feminist kings BTS who took lessons from Korean professors of feminism to write their lyrics and treat everyone equally regardless of their gender!” – Twitter user

2. Talking About Mental Health

The important stuff
The important stuff

Either through their music or sharing views in very public forums, BTS strongly encourage their fans to acknowledge mental health issues and to be more understanding of the emotional struggles we all face.  RM (that’s right – Rap Monster) spoke about mental health at the Unicef Love Myself fundraiser, encouraging young America to follow their dreams, and to ignore social and cultural obstacles.

More recently, in an interview with Entertainment Weekly, BTS member Suga discussed how important it was for those who have a platform to use it to talk about mental health: “If they talk about it openly – if they talk about depression, for example, like it’s the common cold, then it becomes more and more accepted.” Their fanbase are responding. In the last six months, there have been 3.2 million social posts containing BTS and ‘thank you’ – and with 85% positive sentiment.

BTS are Asian men that are open about talking about mental health and stressing the importance of emotional intelligence. Let that sink in.” – Twitter user

The K-Wave Keeps Rolling

Thanks to their cultural impact, the BTS septet are credited with fuelling the number of Hallyu (or Korean Wave) advocates across the globe to almost 90 million – playing a lead role in the increase in popularity of South Korean culture since the 1990s. You might also have been enjoying more Korean cuisine of late (kimchi), drama (Netflix’s Okja) and even footballers (Tottenham Hotspur’s Son Heung-min).

Hallyu is a deliberate initiative started by former Korea president Kim Dae-jung, mobilising cultural resources to build up positive associations with the country. But beyond this official promotion, BTS has shown how powerful people-to-people diplomacy can be. The band has over 18 million followers on Twitter, and in 2017 had the most liked tweet worldwide.

It’s estimated that around 7% of all tourists visiting South Korea were motivated to do so by their love of BTS.

Fan Purpose For Brands

BTS x Converse collab - as seen in 'Fake Love' video
BTS x Converse collab - as seen in 'Fake Love' video

Fan purpose is a powerful form of currency for young people, especially when they can connect through shared experiences across cultural divides to promote positive values and ideas. BTS make a case for not being afraid to stand up for what you believe in – and fans can join the cause by showing their allegiance. While brands might not have the dance routines or rap rhymes, BTS show the value in representing issues and themes that maintain relevance across borders.

Measuring and analysing social trends is part of how Crowd DNA provides culturally charged commercial advantage to brands all around the world. If you need to understand more about a category, theme or topic, and want to find out if social listening can get you to answers, contact us at hello@crowdDNA.com.

When Social Meets Semiotics

Crowd DNA social listener, Benjamin Long, and semiotician, Roberta Graham, discuss the power of combining two distinct methodologies to bring online conversations into real life strategy…

As the world, replete with all of its complexities, continues to be uploaded online, social media platforms are vital for keeping up with fast-moving trends and the conversations that happen around them. But, as cultural analysts, how can we effectively and structurally make sense of all of the noise (and emojis)?

At Crowd DNA, we believe that fusing two methods together is usually better than just one. With understanding online culture, for example, applying a semiotic lens to the analysis of social data helps us make concrete sense of trends in real life, in real time.

Using semiotics in this manner provides current cultural context, which can help to validate or disprove the social listening insights. Here’s how we go about it:

Start With A Solid Question

The huge sample sizes generated through social listening are both a blessing and a curse. It can sometimes feel like finding a needle in a haystack. Having a solid question in mind is the best way to ensure that the insights you surface actually align with your original business objectives. Starting with wider cultural research can also help find more nuanced or emergent ways to target the demographic that you want.

Branch Out

While being specific is essential, analysing how other categories play out on social media can also provide new perspectives as, when different themes collide, unique trends can be formed. Semiotics helps this exploration by casting an analytical eye across broader culture and making stylistic or attitudinal connections to suggest relevant shifts within your own market or category.

Context Is Everything

While some cultural phenomenon exist only online – such as memes or Instagram flop accounts – most do not. Here is where the blend of social listening with semiotics really comes into play. It’s vital to combine social data insights with a broader analysis of the cultural landscape that they operate within to gain a rich understanding of the interplay between digital and physical worlds.

What They Say Isn’t Always What They Mean

As in real life, what people say (or do) online is not necessarily reflective of how they behave in their everyday lives. To crack through this contradiction, we often look beyond the words that people use and conduct a semiotic analysis for greater understanding. This type of exploration can be key to unlocking the hidden insights within a post’s imagery, semantics, or lineup of emojis!

Not Everyone Talks

Remember that public social data will likely be skewed to those more confident in voicing their opinions, which is obviously problematic. Meanwhile, the quiet majority who use the internet to absorb information and inspiration (rather than shout their opinions) are more likely to engage with posts by liking, sharing and commenting on them. Looking to engagement data is therefore as important as the post itself and can help provide a valuable measurement of the many – not the few.

If you’d like to learn more about how we fuse social listening with semiotics to reach real cultural insights, please get in touch: hello@crowdDNA.com

The rise of family cinema-going looks to be about more than just the 'Frozen effect', says Crowd DNA director, Euan Mackay, as he explores the latest FAME data (while trying to get a certain song out of his head)...

We have been fortunate enough to work alongside Digital Cinema Media for the last three years on the cinema industry currency research project (FAME). This week, I went along to speak at the launch of this year’s findings, talking through some of the more interesting themes to have emerged.

The survey covers a multitude of topics, so provides a mountain of data on cinema-goers, particularly when the option to multibase/fuse to TGI is taken into account. Here are some key takeouts for you:

– Cinema remains an important leisure pursuit in the UK with 48% of the population having been to the movies in the last month

– Cinema admissions seem to be somewhat Netflix-proof as admissions remain as strong as the last two years; though the impact is being felt in terms of movie rentals – both physical and digital are down from last year

– Cinema instills positive energising emotions compared to other media. It’s more likely to make people feel excited, happy and stimulated

– Cinema creates buzz and talkability. 67% say that watching a film in the cinema gives them something to chat about

– It’s still a great advertising vehicle. 87% having seen advertising before the main film

One interesting dynamic in the data relates to the rise and rise of family viewing at the cinema. As someone who is still laden with a Bear Necessities earworm after taking my five-year-old daughter to see the Jungle Book (Bill Murray and Christopher Walken are excellent), this struck a chord with me.

We see that family viewing has increased again for the third year running, suggesting more of an on-going trend than simply a ‘Frozen-effect’. Going to the movies is a real considered activity for families, who are more likely to plan their trip in advance. They are also more likely to consider a trip to the movies as a great way to spend quality time with others. And talking of spending, families go beyond the bare necessities when it comes to splashing out in the foyer – with an average spend of £17.30 compared to £12.90 for the average cinema-goer.

Now, altogether… Look for the Bear Necessities…