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Networked Insights Note: This is the first report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, will and round our coverage with a research report answering the question: What is the impact of the Olympics? 


The fluidity of audience opinion has never been more apparent than when we consider their feelings toward North Korea.

For the first time in at least three months, audience opinion about the Democratic People’s Republic of Korea (DPRK) is 60 percent positive; it was 60 percent negative just before the winter games began.

It’s a dramatic shift that audiences believe to be owed almost entirely to the Supreme Leader Kim Jong Un’s actions during the first few days of the PyeongChang Games. Instead of nuclear war, conversations focused on the efforts toward reconciliation.

Winter Olympics 2018 Emotions Shift - Networked Insights


Methodology + Results

Using Kairos, Networked Insights’ audience intelligence platform, we analyzed more than 9 million conversations around North Korea that occurred during the last three months. Of those conversations, almost 60 percent of the audience felt negative about the country, with stressful topics, like nuclear war and nuclear threats being discussed in 17 percent of conversations.

Networked Insights Kairos Emotions Search on North Korea

But when Networked Insights isolated the conversations to opening day to February 13, Kairos pulled up more than 1.5 million conversations, and nearly 60 percent of the audience felt positive about North Korea and the Olympics. And instead of stress, 17 percent of the conversations mentioned keywords relating to pride.

Networked Insights Kairos Emotions Search on North Korea, positive
 

This incredible shift in conversation, Networked Insights found, is mostly because of the DPRK’s recent actions.

When former Supreme Leader Kim Jong Il’s only sister, Kim Yo Jong, arrived at the PyeongChang Games straight from Pyongyang and proudly stood behind U.S. Vice President Mike Pence, audiences understood the act to be a sign that warmer relations are on the horizon, at least from the DPRK.

Without speaking, Kim Yo Jong momentarily arrested the power of an athletic gold-medal win. With only a flash of a smile, she completely shifted entrenched opinions of a country riddled with innumerable human rights violations. With only a brief visit to her rival city, standing behind her U.S. adversary, she conveyed the only message DPRK wanted to be heard: we come in peace; you don’t.

As messages of reconciliation and peace dominated the weekend’s visit, Pence remained seated during the opening ceremonies, and audiences spoke out.

Networked Insights sample tweets about DPRK peace talk and reunification

The move aligned with Pence’s no-nonsense approach toward the DPRK, but the choice interfered with the US-backed South Korea’s ultimate desire for reunification and improving inter-Korean relations. Pence also didn’t attend a pre-opening ceremony dinner, where both Moon and Kim were in attendancefurther driving the point that the U.S. is not backing down, to the chagrin of South Koreans.

Audiences caught-on to the should-be Olympic sport of political charades and most didn’t support, however, there were plenty (more than 40 percent) who were vocal about the “obvious attempts at propaganda.”


One Tweeter wrote, “The media praising North Korea and their Olympic appearance is sickening. You’re essentially saying you support Kim Jong-Un (sic) and his regime.” 

Another, like Jake Tapper, took the moment to re-educate the supportive public about the crimes against humanity.

Negative audience conversations about DPRK and the Olympics

Even so, just as the North Korean cheerleaders ignited shock and awe as they rallied with bright smiles throughout the first-ever joint North and South Korean women’s hockey team, Kim Jong Un’s choices were a win for attention.


For more research like this or to understand other ways that Networked Insights can provide data and analysis for you or your brand, get in touch at networkedinsights.com or hello@77.104.152.116. 

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UPDATE 1/29/17:
Well, once again we’re proven that the social space isn’t a perfect science. The people may have spoken, but they weren’t getting their wishes granted. Half of the artists that the people picked were correct though, so they weren’t entirely off. 

For a quick run through, check out the actual winners listed below: 
Record of the Year – 24K Magic, Bruno Mars
Album of the Year – 24K Magic, Bruno Mars
Best New Artist – Alessia Cara, nice work social-sphere!
Best Rock Song – Run, Foo Fighters
Best Dance Recording – Tonite, LCD Soundsystem 
Best Country Song – Broken Halos, Mike Henderson + Chris Stapleton
Best Rap Song – Humble, Kendrick Lamar, nice work social-sphere!
Best Alternative Music Album  – Sleep Well Beast, The National, nice work social-sphere!
Best Solo Pop Performance – Shape of You, Ed Sheeran
Best Pop Duo/Group Performance – Feel it Still, Portugal. The Man
Best Pop Vocal Album, Divide, Ed Sheeran 


ORIGINAL POST 1/26/17:

Music lovers are not shy of speaking their mind, especially on the social space. So we put our own thing down, flipped it and reversed it (clearly missing Missy Elliot this year) using Kairos, Networked Insights’ audience intelligence platform, and discovered who social users think will win big at the 60th annual Grammy’s on Sunday. Check out the infographic below for the category and the winners. 

Also, check back on Sunday as we put our predictions to the test. For more details on how to examine your brand, get in touch with us at hello@77.104.152.116.

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Dudes donning President Trump gear while munching on Reese’s, that was Halloween 2017 in a nutshell.

Using the analytics engine Kairos, Networked Insights discovered the specific brands, celebrities and conversation topics that dominated Halloween this year and last year. Most surprising, the holiday isn’t just for kids, women actually dominate within the social sphere. And perhaps unsurprisingly, political costumes remained in the top five.

Here’s what else Networked Insights found out:

Last year, women were 1.38 times more likely to talk about Halloween costumes than men. They also represented 58 percent of all conversations about the candy-coated holiday. However this year, women had just 55 percent of all conversations about Halloween while men had about 45 percent. That means women wrote more than 200,000 more Halloween-related posts than men this year.

And what were they talking about? Their makeup and the excitement about their costumes, specifically Cleopatra this year (and Harley Quinn last year).

The popularity for President Trump may be waning in reality, but it was winning during Halloween. Men, like last year, dressed up as The Don, moving President Trump from the second most popular costume in 2016, for men, to first place this year.

But the greatest upset from last year to this year was in candy.

From reigning champion in 2016 to the last place in 2017, Twix made the biggest move. Dropping to fifth most popular candy, by huge margins, Reese’s pulled to the top after being in second place last year. It is possible this upset is not directly related to a preference of peanut butter over caramel, but rather to a false rumor about the makers of Reese’s discontinuing the candy.

Finally, for kids, Elsa remains a common costume choice despite its 2013 release.

Check out the infographics for more:


To learn more about Networked Insights, check out: www.networkedinsights.com.
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Each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine Kairos and our audience marketing platform audience.ai to instantly gather insights from billions of real-time data points.

Read on to find out what weíre talking about this week (hint: it rhymes with schmillenials).

Audiences Networked Insights Style

Depending on the audience we are seeking, our methodology varies. However, for the week ending on the 29th, we explored conversations that the love-to-hate-hate-to-love-group-blamed-for-killing-everything, the rosy-colored-educated-and-lazy millennials.

To determine who fits within this audience, we classified people who self-identified in social conversations or in their bios as millennials.

It may sound simple, but scanning and classifying millions of conversations and millions of profiles is a significant task that our artificial intelligence engine Kairos completes in mere seconds (thankfully).

What’s grinding their gears this week?

Millennials sure have had a lot to say! They’ve shared more than 5.2 million posts across all social platforms, surpassing all other groups in our 20-plus syndicated audience list.

That means they’ve had, 2 million more convos than moms; double the number of convos that dads had and nearly 3 million more online convos than affluent professionals.

So if you’re trying to get ahold of an 80s-born-90s-raised kid? Our data says get online.





When they shared 5 million conversations, 21 percent of them held positive sentiments and 16 percent held negative sentiments. Looking into how they felt about the topics they discussed, 17 percent of their posts are about things they desire or want and 13 percent of people they love. So, overall they’re a chatty and happy bunch.

Specifically, they discussed sports brands more than anything else, which could be indicative of a knowledge in pop culture and current events. Of the 5.2 million posts, 30 percent were related to the NFL, 8 percent related to the NBA and 6 percent related to MLB.


Within such topics, their conversations jumped around from excitement of certain games coming up, to rants about their favorite athletesí political opinions, which have been making headlines recently.

Professional athletes are spanning more than the sports section because of the #takeaknee/#taketheknee and #boycottnfl/#nflboycott movements and millennials are claiming a significant share of the conversation, regardless of what side of the argument they’re on. We explored this topic here: #TakeAKnee and the Impact of Boycotting Brands.

So what else do Millennials care about?

Using audience.ai, we’re able to step out of the conversation and examine the audience holistically. Studying their conversations as a whole and not per topic, we have created a profile with details about their engagements and preferences and interests. We found that for millennials, music tops the charts.


Specifically, they prefer roots and rock music 1.43 times more than the general consumer. These include artists like, Dawes, Joan Osborne (we’re surprised, too) and Kid Rock.

However, for the greatest unique group of millennials, conversations are mostly about Alternative/Indie Pop Musicians.

Specifically, artists like, She & Him, Christopher Owens, The Metropole, Orkest, Broods and Relient K are driving significant volumes of conversations.

Finally, their third most valued interest is entertainment web brands like Edjing, Fandango, and Vevo.

For more information about millennials and their interests, check out www.networkedinsights.com.

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