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In early Jan 2014, the Walker Sands team attended NRF 2014 in New York City which drew in big names such as George W. Bush and IBM CEO, Ginni Rometty. The Walker Sands social media team conducted a social listening report and came up with major conversation themes in addition to some best practices for how brands can use NRF to their advantage.
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NRF 2014
Social Listening Report
January 2014
CONVERSATION OVERVIEW
INSIGHTS:
10
Jan
11
Jan
13
Jan
14
Jan
15
Jan
16
Jan
12
Jan
17
Jan
2573
1146
907
6511
5107
1944
251 419
7000
6000
5000
4000
3000
2000
1000
0
• From Jan. 10-17 #nrf14 was used
19,307 times by the top brands and
influencers in the retail space. The
show’s official Twitter account,
@RetailsBIGShow, had 1,244 total
interactions (mentions and retweets).
• Jan. 13 saw the highest volume of
conversation with 6,512 tweets using
#nrf14, making up 34% of all NRF-
related chatter on Twitter.
MOST DISCUSSED SESSIONS
INSIGHTS:
12 - 6
AM
0
• 9 AM – 10 AM on Jan. 13 had more
NRF-related conversation than any
other time during the conference
due to former President George W.
Bush’s keynote address.
• The 3:15 PM breakout session with
Macy’s CEO Terry Lundgren and
IBM’s CEO Ginni Rometty was the
most popular of NRF 2014. Breakout
sessions featuring C-Suite executives
of leading retailers saw more
conversation than ones without.
*All times are in EST *Conversation trend for Day 1 of NRF 2014
6 -9
AM
9 AM -
12 PM
12 - 3
PM
3 - 6
PM
6 - 9
PM
9 PM -
12 AM
200
400
600
800
1000
1200
1400
1600
1800
162
658
1700
1298
1576
280
184
George W. Bush
Keynote Address
Keynote session with
Terry Lundgren, CEO
of Macy’s and Ginni Rometty, CEO of
IBM
@lizpoteracki: So excited
to hear George W. Bush speak this morning. #nrf14 #nrfsa #nyc
@DavidAlanKarp: @GinniRometty speaking about 3 big trends -
#BigData as our next big national resource #nrf14
INSIGHTS: • The IBM breakout session
created more conversation
for the brand than all of the
top exhibitors combined.
• Brands that utilized an
influencer in commerce or
retail, such as IBM Retail,
were the most retweeted
accounts at NRF 2014.
• 20% of all Magento
mentions were retweets of
Rebecca Minkoff’s
appearance at the eBay
booth.
Most mentioned exhibitors Most influential twitter accounts (by Retweets)
Retail’s BIG Show
IBM Retail
IBM Smarter Commerce
R Ray Wang
Smarter Planet
NRF News
Magento
Microsoft Retail
IBM Social Business
SAP Retail
IBM
Microsoft
Intel
SAP
Magento 163
183
184
188
203
203
225
272
560
749 2155
545
510
386
226
MOST INFLUENTIAL BRANDS
INSIGHTS:
• IBM (including CEO Ginni Rometty) led all
conversation topics while Ogilvy had four of
the top 10 most retweeted posts.
• Conversations surrounding the session,
“Future of Retail,” big data and the
shopping experience saw the most
retweets and received the most Twitter
chatter.
Lifeisgood NRF14 today
Microsoft's Last Console
Future of
RetailMSFTDynamicsSupe
r Bowl NEW
FOLLOWERSIBM
CEODeloietteCBSmarterP
lanetGreatLiveSmarterCo
mmerceIntelNRF360CEO
NYCGlobalWiproRetailing
StopBig
DataNetSuiteInformation
OracleNRFnewsIMBSmrtC
ommerceIBM CEO Ginni
Romettyshopping
experienceMacys
NRF TOPIC TRENDS
“FUTURE OF RETAIL” SESSION TWEETS
BIG DATA TWEETS
SHOPPING EXPERIENCE TWEETS
TOP 10 RETWEETED TWEETS AT NRF 2014
52
60
29
58
49
44
37
34
48
32
NRF BEST PRACTICES
Breakout
Brands should co-host
breakout sessions
with C-Suite retail
execs to generate
more conversation
on social media.
Meet Influencers
Host meet and greets
with retail and
consumer influencers
at the booth to drive
conversation.
Release Study
Use NRF 2014 as a
platform to release a
groundbreaking
study on retail to
increase influence
over other brands.
Speakers
Brands are more likely
to have their thought
leaders talked about
if they speak on Day
1 at NRF 2014.
THANK YOU! The NRF 2014 Social Listening Report was conducted by:
Mike Santoro
President
Christine Pietryla
SVP Public Relations
Katie Welge
Account Executive
Adam Miller
Social Media Specialist
If you have questions or would like to have a social listening audit
conducted on your brand, please contact [email protected]