The popular event, Cheltenham Races holds a mixture of feelings from “fans”. We have explored some of the peaks and troughs in positive and negative sentiment, to build a story for the brand who could use this information to build highly-engaging campaigns, and get involved with the conversations happening online. This is only an initial sentiment review to showcase how vital monitoring brand health is. We can go more in-depth and monitor brands against their competitors.
The graph explained
The above graph portrays the changes in sentiment over time. Sentiment describes the feelings of users online towards content posted by Cheltenham Races. We used the keywords “Cheltenham Races”, and official social media handles to listen to what people are saying online. The technology we use is clever enough to understand the difference between ‘sick’ meaning unwell, or ‘sick’ meaning great. Therefore, this information can be used to build better campaigns, intervene in a crisis and monitor the trends happening within the industry amongst competitor tracking.
One of the positive peaks derived from a tweet authored by an ITV broadcaster. It said”…and that was that. Whatever anyone says – just the best sport. @CheltenhamRaces thank you. And thank you all for watching @itvracing. Goodnight. ” This tweet is a fantastic example of influencer marketing, whereby an individual has a loyal following who could be influenced to get involved in the next races, by the positive tweet. Moreover, no matter how successful an event, or company may be – building brand awareness is always important, even if you don’t think you have any competitors – it is possible to upsell services/products with clever brand awareness. In order to maintain a healthy sentiment, Cheltenham Races should share user-generated content and get involved with the conversations happening on social media. As the consumer becomes more clever, they’ll want to feel connected to the event in a way that keeps them coming back each year.
Furthermore, changes in sentiment can reveal whether the conversations surrounding Cheltenham Races grow the most before, during or after the event. With this information you can strategically plan the best time to set campaigns, to gain a higher ROI. Likewise, if the sentiment suddenly changes to be negative; like in the example we have provided (“DidoHarding is directly responsible for The Cheltenham races going ahead. Which resulted in massive infection rates and deaths, which she knew would happen. She should be prosecuted for manslaughter not be in charge of the nations health. @BorisJohnson…”), it is possible to intervene to shut down any potential crises. Additionally, trending topics often shift the opinions of the public, such as this example which shows distaste towards a large event going ahead, despite the health crisis. Accordingly, jumping on the bandwagon of trending topics can sometimes benefit brands, in the way that they show interest in something the public are already talking about and increase relevance.
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