3. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………
Topic Analysis
Sentiment, Media and Topic Mix 01 June –14 July
Ride Snowboards
•Total number of mentions for Ride Snowboards during the period 01-06-2011 to 14-07-2011
amounted to 218, with a sentiment score of +0.6. The daily volume of mentions does exhibit certain
peaks and troughs, even though the sentiment score has stayed almost constant throughout the period.
•There is not much opinionated conversation around Ride Snowboards. Almost 96% of mentions are
neutral in sentiment suggesting that they are passing mentions on the brand and products. The
remaining 4% of mentions are positive in sentiment indicating that the little opinionated posts there
are, are of positive nature.
•Forums accounted for the highest number of mentions for Ride Snowboards with a share of 56%,
followed by Blogs with 32%. Twitter and facebook share in the conversation is rather small, with
Twitter, the microblog site just accounting for 5% of total mentions during the period.
•Among the topics of conversation during the period, Products accounts for the highest share of
mentions with 35%, followed by New Website and Promotions with 11% each. The brand Reputation
was mentioned in 5% of the posts. All other conversation could be grouped as miscellaneous in nature,
amounting to 38% of total volumes.
SOCIAL LISTENERS
4. …………………………………..……………………………………………………………..……………………………………………………………………………..……………………………
Topic Analysis
•There has been a spurt in volume of mentions around the launch of a new website highlighting the
new products from the company stable. “Ride Snowboards have unveiled their new website last week
and showed the world next season‟s kit for the first time.” (natives.co.uk). All the mentions on the
launch of the new websites were positive in sentiment.
•Most number of mentions was for the topic category „Products‟, accounting for 35% of total mentions.
The conversation on this topic is either positive in sentiment or neutral. “RIDE SNOWBOARDS is
known for mainly selling snowboards and snowboarding gear, but this time they‟re back with another
fitted baseball cap called the “Denim”.” (strictlyfitteds.com) “Ride snowboards are another popular,
quality brand snowboard” (stanjotravel.com)
•More support for the brand is seen in facebook conversations. All mentions are positive and express
staunch support for the brand. “Nothing rides like a "RIDE”, vouches Kyle Owens. “A few of us over
here at SnowAnd are huge Ride supporters and we're pulling for you guys for sure!” (Daily
Snowboard Videos).
Recommendations
•The conversation is predominantly positive on the brand. However the number of opinionated
conversation is comparatively less in blogs and twitter, whereas in facebook there is more support for
the brand. It can be clearly seen that engagement and interaction is more in facebook driving more
opinionated conversation.
•More efforts are needed to increase engagement with those interested in snowboards and other
company products. Facebook initiatives can be emulated elsewhere in social media.
Ride SnowboardsSOCIAL LISTENERS
5. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………
Ride Snowboards
Actionable Insights
•There is less opinionated conversation. Posts are mainly Neutral in sentiment, indicating that they
are mostly passing mentions of brand or marketing material.
•Most conversation on „Snowboards‟ is happening in twitter and other social networking sites. It
indicates that the conversation is happening among like minded individuals or circles with same
interests. This can also mean high level of involvement among the participants.
•The percentage of actively involved fans is very small, and most of the posts and comments are from
even a smaller group of fans. It indicates that outside of this core fan group, there is nothing much
offering areas of involvement for everyone.
Ride SnowboardsSOCIAL LISTENERS
7. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………
Ride Snowboards
Analysis of General Conversation 01 June – 14 July
•There are a total of 3791 posts mentioning „snowboards‟ during the period 01-06-2011 to 14-07-2011.
The conversations have been collected from 7 categories of social media including blogs, forum, social
network including facebook, microblog twitter, wiki, video sharing sites and other media types.
•The highest number of mentions were found in the category, „Microblog‟. It indicates that most
conversation on snowboarding are happening in microblog sites such as twitter. This is followed by
„Social Network‟ including facebook. All other social media sources account for below average
conversation.
Ride SnowboardsSOCIAL LISTENERS
8. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………
Ride Snowboards
Analysis of Demographic Data 01 June – 14 July
•There are a total of 1955 posts with known gender of the author and mentioning „snowboards‟ during
the period 01-06-2011 to 14-07-2011. Out of this a meagre 368 mentions are from female as against
1587 mentions from males. This clearly indicates that the target audience for marketing right now
would be male population in the social media world.
•The age pattern of the known authors is clearly indicative of the fact that the most avid users of social
media for conversation on snowboards are people in the age group of 25-34. The conversation starts
from the age group of 18-24, reaches the peak with the age group of 25-34, diminishes with the age
group of 35-49 and peters out after the age of 50.
Ride SnowboardsSOCIAL LISTENERS
9. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………
Ride Snowboards
Volume Analysis by Country 01 June – 14 July
•Volume of mentions by Country for the given period clearly indicates that most of the conversation is
happening in the United States, accounting for 3121 of the total mentions. United Kingdom comes in
second place, but accounts for a meagre share of 134 mentions.
Ride SnowboardsSOCIAL LISTENERS
10. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………
Ride Snowboards
Volume Analysis by Domain 01 June – 14 July
•Volume of Mentions by Domain shows that twitter is the most favoured social media for conversation
on „snowboards‟. Within twitter, the domain twitter.com/shotgunboard accounts for the bulk of the
mentions at 267. There are a few other twitter accounts that contribute to regular conversation on
snowboards.
Ride SnowboardsSOCIAL LISTENERS
13. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Facebook Analysis
Wall Posts Overtime 01 June – 14 July
•There is considerable activity in the official facebook page of the company. Ride Snowboards has
won 44880 fans and during the period of 01-06-2011 to 14-07-2011 has posted 120 wallposts. There
have been 246 comments to the wallposts and the posts have won a total of 1469 likes during this
period.
SOCIAL LISTENERS
15. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Facebook Analysis
The Most Active Conversation 01 June – 14 July
•The wallposts on the official facebook page seems to be quite active with good number of likes for the
top conversation. The most active conversation „Pay attention kids‟ have won 156 likes and 31
responses within a day of posting it in the wall. Similarly, the second most active conversation won
108 likes and 10 responses within two days of posting it.
SOCIAL LISTENERS
16. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Facebook Analysis
User Behaviour 01 June – 14 July
•The data on Most Prolific posters as well as Most involved in discussions points to the fact that, it is
the company account that accounts for most wall posts and comments alike. Out of the total fans of
44880, only 230 are actively involved in conversation amounting to just about 0.51% of the total fans.
•Core fans involved in active posts and comments for Ride Snowboards amounts are just 51
amounting to 0.11% of the total fans. This core fans account for 34.7% of posts and comments on Ride
Snowboards facebook page.
SOCIAL LISTENERS
18. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Facebook Comparative Metrics
Wall posts Overtime 01 June – 14 July
•Burton Snowboards has a much more active presence in facebook as compared to Ride Snowboards
both in number of fans and also in posts and comments. Burton has a fan count of 3,23,204 as against
44,880 fans for Ride. Similarly Burton has over thrice the number of posts in the given period when
compared with Ride.
•In the same way, the feedback from fans are also higher for Burton at 594 as against 246 achieved by
Ride. Burton has won 7166 likes against 1469 won by Ride.
SOCIAL LISTENERS
20. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Facebook Analysis
Burton Snowboards: Sentiment Analysis 01 June – 14 July
•Sentiment analysis over time for facebook posts and comments indicate that the majority of mentions
are neutral in sentiment. The percentage of neutral sentiments amount to 61.2%, followed by positive
comments at 29.5% and negative comments at 9.3%.
SOCIAL LISTENERS
21. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Quotes:
New Website Launch
“Ride Snowboards have unveiled their new website last week and showed the world next season‟s kit
for the first time.”
http://www.natives.co.uk/go/news/%20%20Ride-Snowboards-unleash-new-website.html
“On Fri, 17 June 2011, ridesnowboards.com awoke with a new face, which now highlights 2012
product and tech ranging from the lightweight and flexible Infinity Chassis found on revamped
high‐end bindings like the El Hefe, to an entirely new line of gloves and helmets for snowboarders.”
http://onboard.mpora.com/news/ride-snowboards-unveils-2012-products-website.html
“the Ride Snowboards website is lookin FRESH with all the 2012 product & content on there!”.
http://www.facebook.com/Jibtopia
SOCIAL LISTENERS
22. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Quotes:
Products
“RIDE SNOWBOARDS is known for mainly selling snowboards and snowboarding gear, but this time
they‟re back with another fitted baseball cap called the “Denim”
http://www.strictlyfitteds.com/blog/2011/07/ride-snowboards-x-new-
era%E3%80%8Cdenim%E3%80%8D59fifty-fitted-baseball-cap/
“The new concept E Ink Surf segmented display Ride snowboard by Continuum and developed by
Espon is total Sports Techie.
This prototype snowboard tells the time, speed, direction, mountain temperature, altitude and
weather forecast data, plus has an e-mail inbox using bluetooth that can be read on a low powered
technology flexible screen integrated onto the boards nose which syncs with an E Paper watch or
smartphones.”
http://sportstechie.net/e-ink-snowboard-display-prototype/
“The totally new Ride Snowboards Women‟s LXH Snowboard Bindings are created to absorb high
speed turbulence and reinforces feel without dropping the response that both amateur and
exceptionally skilled boarders need to have. Every detail, down to the buckle mechanics, have been
scrutinized in search of the most responsive components ever to be used.”
http://snowboardbindingspackage.zonesale.net/ride-snowboards-womens-lxh-snowboard-bindings/
SOCIAL LISTENERS
24. …………………………………..…………………………… …………………………………..……………………………………………………………..…………………………………………Ride Snowboards
Quotes:
Reputation
“Founded back in 1992 in Redmond Washington the RIDE Snowboard brand has evolved into a well
oiled machine that is known for introducing new technology to the industry and setting themselves
apart from the other brands. They‟ve recently teamed up with New Era Cap to unleash four new styles
of caps.”
http://neweracaptalk.com/blog/?p=22567
“The YKWII partnership with Ride Snowboards at Superpark®15 garnered more recognition than the
rookie entry by Big Boulder Park‟s Videographer Trip Brown.”
http://fresh.snowboardermag.com/feature/superpark-video-showdown-2011-brackets/
SOCIAL LISTENERS
